August 24, 2017
The other day I noticed that the yellow pages had been delivered to people in my local area, I noticed because several of the recycling bins along one street had an unwrapped yellow pages sticking out the top. Since 2010 the number of pages in the yellow pages has nearly halved not to mention the size of the book has gotten smaller and the size of the print has gotten bigger! This is really representative of how paper directories and advertising are becoming more and more obsolete. I recently posted a notice in a local newspaper and it had a grand total of four responses- would I have been better off posting online? If you are still relying on traditional marketing it might be time to make the switch to digital.
- Know your Audience
Know your audience! This is the basis of everything you will do. Who you plan to target in campaigns will shape your actions and choice of marketing channel. The more precise you are in understanding who your audience is, the more effective you will be at promoting your business and generating leads. You need to identify your customer’s behaviour, needs and demographics and tailor your actions accordingly.
- Know what you want to do
So you know who you want to target, next you need to know what you are trying to accomplish through your marketing activities. The key to success is in the planning so establish your goals, what you want to achieve and agree your objectives in other words, how you are going to get there. This will then enable you to work out your strategy and tactics for each. Measurable activities such as increasing Facebook likes by 10 per week are essential. By tracking the results you will find out what works and what doesn’t and allow you to tweak your actions where necessary so you achieve the results you need.
Make sure your website is optimised for the key words that your customers use to search for your products and services. If this is an area you know little about then speak to your web developer. If you have budget then engage an SEO agency or why not research the subject yourself? Either way search engine optimisation is key to increasing relevant traffic to your website. You create ads that target specific keywords related to your business, and your ads appear above or to the right of organic search results on Google. The cost your ads depend on the competitiveness of the keyword you’re targeting, but you only pay if visitors actually click on your ad.
You can also claim your business on Google My Business. This is a way to advertise your business and its location, on google, for free. This means your business is easier to find through searches and can get your site more traffic, leads and ultimately customers.
More and more people are using mobile to access the internet, whether it be to use social media or search something on google. It is not uncommon for a person to have at least one mobile device. Now as soon as people think of something they need they are able to search for it by taking their phone out of their pocket. So having a mobile enabled website is key. If something is not easily accessed on a mobile, it could mean serious problems. Make sure you are mobile enabled!
As well as this location services on phones mean customers can search for the closest business that provides the service they need. So it is important to keep info up to date to draw in nearby consumers. As well as this, with many people using location services on their mobile every day it is easy to track habits and where people go. You can even tell how busy the gym or a shop is before you go just by looking on google which monitors people’s location through mobile use. You can use this to target your marketing.
- Social Media
An active social media presence is not just essential, it’s expected. Your audience will assume they will be able to communicate with you whenever they want to. Having regular fun and interesting engagement with your audience via social media will help the customer develop that emotional connection with your business, building brand awareness, developing trust and loyalty with your target market. It also helps develop the personal and human side of your business, that you are more than just a money making machine. You can experiment with messaging to gauge and test the reaction to work out what platforms work best for your business. There is a wide variety of social media available to use for free such as Facebook, twitter and LinkedIn. Each serves a different purpose. You can use LinkedIn to build up a professional network of likeminded people or those who will benefit from your businesses services. On Facebook you can create a way for customers to reach out to you, review your business and for a small charge you can also boost posts so they are seen by a targeted audience.
By coming up with a specific marketing strategy and increasing your online presence you can increase your customer base and sales. There are lots of small changes you can make, which will have an impact and many of them are available for free. If your budget allows it, you should consider paying a marketing agency to help or hire a dedicated member of staff.