Before you begin any marketing online your website and overall online presence needs to be 100% ready to be viewed by your customers. First impressions count and it may be difficult to win someone over if their initial contact was not a positive experience. This is when having a responsive website that can be viewed on all devices can make the difference between success and failure of a marketing initiative. No point in sending or attracting customers to your website if they can’t view it correctly.
You also need to ensure that systems are in place so that when customers do contact you, their initial request will be replied to as efficiently as possible. It’s the small details that can make a massive difference. For example, if a customer completes an enquiry form on your website, make sure that they are sent an automatic acknowledgement confirming you have received their email, the information they submitted and what happens next. Again, first impressions count.
Before you embark on any marketing; study your competitors. Have a look at their websites and sales process and identify their past and ongoing marketing to assist you in finding out what works in your given market. Check their social media pages; see how many followers they have and the demographic of their customers. Read their blogs and the feedback from their clients to see what they have done well and not so well. Learn from your competitors mistakes, it’s a lot cheaper than learning from your own.
In addition to studying your competitors, study your market. It may be a case of you doing what you’ve done in the past if it works, but it is good practice to be aware of new and emerging markets in your business sector. If so, you may need to focus your strategy on a new demographic, instead of all Internet consumers. Choose your ideal consumer. Decide who your demographic is, in order to target it with your strategy and then focus the majority of your online marketing budget on your ideal demographic. This will produce the optimum results for your investment.
When you are ready and have decided what you want to market and to whom, you then need to create a multi-faceted online marketing strategy. In order to increase your online recognition you should launch several online marketing campaign segments at once. The following are example online marketing strategies that you should look at starting within a few weeks of each other as and where relevant as every business and marketing strategy is different. Professional online marketing is a bespoke service to each individual client.
Create social media accounts and a blog and assign someone to write and add relevant yet at the same time interesting material every day. In order to attract quality followers, social media accounts and blogs must be consistently updated. Search engines rank original and quality content higher than content that is duplicated or written purely for search engines only.
Create or write SEO articles. Articles that include keywords related to your product or service, but also offer tips or advice are a great way to introduce people to your business. They also help your website to rank well on the search engines. This is when quality matters as search engines like Google have created ways to list quality articles ahead of poorly written content.
Collect email lists via your marketing and website, including those of your existing client. You can then send emails on a regular basis updating your customers on new products and services. Don’t always try and sell to your email contacts as that can turn potential clients away. Marketing is a two way strategy and it helps to give away free advice and information on a regular basis. It helps build your credibility on a long term basis.
Create videos involving your product or service and people giving testimonials for your product or service. You can upload these videos via your website, You Tube, Vimeo, Facebook or other places in order to attract interest to your website.
Set up tracking systems for all of your marketing campaigns. The quickest way to do this for your website is to set up a Google Analytics account through your main Google account. Create a campaign for each section of your marketing strategy so that you review the information and work out which marketing campaign produced the best return on investment. You can then evaluate your ROI and repeat any strategies that were successful, if and when you launch new products. There will always be some campaigns that are ongoing and you can try to slowly or virally increase your following.
All of the above sound complicated, time consuming and expensive?
Give us a call and we can talk you through what can be achieved based on your timescale and budget. No two marketing campaigns are ever the same. We work with you on an on-going basis to produce the maximum return on your investment.