Email marketing and marketing automation are terms that are used somewhat interchangeably, causing confusion for small businesses who are trying to decide which solution they need. This confusion stems from the fact that both solutions are based on using email as a primary way to communicate with your leads in the hope that some leads will convert into customers.
Providing valuable lead magnets as part of your inbound marketing activities can maximize the number of targeted leads you get for your offer by providing an incentive for them to sign up. But how many sign up forms have you seen that simply ask you to “sign up” to receive their email updates?
You finally have a powerful website and blog that you are proud to show off, with messages that clearly explain how you help your clients and the value you provide. Now you need to increase website traffic in order to gain visibility, grow your email list, sell your product or offer your services to the right audience.
The most frequent question I get asked by small business owners is how to simplify inbound marketing when faced with limited resources. Inbound marketing seems so overwhelming with all the effort that needs to go into creating great content, sharing it on social media and optimizing that content for search engines.
People spend most of their marketing efforts driving visitors to their websites. It’s absolutely an important task. But getting people to come to your website is just the first step. Once they arrive at your website, you need a strong website call to action to ensure your visitors don’t leave without establishing some type of connection with your company.
But when someone comes to your website, what type of first impression does it project? Is your site welcoming and professional? Can visitors quickly find what they are looking for? Or does your website turn away prospective business because it doesn’t make your visitor feel as if you understand their needs? To make your website attract, educate and encourage visitors to learn more, avoid the following website design mistakes that keep your visitors from connecting with your business.
Having an inbound marketing strategy is the core to your online marketing efforts. Inbound marketing is the art of attracting our customers to us by providing valuable information, rather than pushing our products and services on them. Creating and sharing useful content helps the buyer move through the purchase process and makes your business more credible, trustworthy, and visible in the process.
When I ask the question “How Will You Find Your Next Client — or Will They Find You?”, it is a direct challenge to business owners to define an inbound marketing strategy to encourage those who are ready to buy to contact you.
We are an impatient society. We want things immediately and get frustrated when we have to wait for anything. When it comes to finding things on the Internet, our patience is probably even less. If your website speed does not meet the patience criteria of the visitor, they will hit the back button, sending a signal to Google that your website is not a quality user experience. That behavior, over time, will likely affect your search engine ranking.
Small businesses have many opportunities to increase online visibility and be found by their ideal customers if they just know where to focus. Since most of us have minimal resources to call upon, we need to be smart when selecting online marketing activities that deliver the best results for our efforts. Remember that marketing is an investment, not an expense, therefore invest wisely to achieve the greatest ROI.