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.
There are advertising opportunities across all the major social media platforms to drive demand for your products and services that are well in the reach of many small business budgets. Whether you choose to advertise on Facebook, focus on Google AdWords or branch out into Twitter or LinkedIn, your ad needs to click through to a landing page created specifically for that campaign and designed to convert visitors into leads and ultimately into customers.
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.
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.
I had the pleasure of being interviewed by Susanne Morreale Leeber, the president of the Marlborough Regional Chamber of Commerce for their ongoing cable TV series called Biz Snips where we discussed Internet marketing tips for small businesses.
Marketing personas are fictional representations of the different segments that make up your ideal customer. By understanding the unique characteristics and needs of these segments, you can structure your web presence – website, blog and social profiles and inbound marketing activities – content, social and search, that will better support the goals of each segment of your prospective buyer.
Marketing your small business gets more complicated and confusing everyday. A big part of this complication is caused by the many components and definitions of Internet marketing. Understanding which definition fits your business and then selecting the right platforms to use and what to do with them once you build your presence can raise the blood pressure in the best of us. So how do we effectively market our businesses online when we are trying to run our business on a day to day basis?
The beauty of marketing on the web is the fluid nature of the channel. We have the ability to evolve our web presence as we evolve our businesses. We can write and publish our content and continue to strengthen our messages as we learn what our target audience wants or needs. We can create offers, try them and if they don’t work, change as necessary. We are no longer on that elusive quest for perfection in the traditional sense.
“Sticks and stones may break my bones but words will never hurt me.” This children’s rhyme does not apply in today’s highly connected world where a few negative words can cost your company a lot of business. Now everything from quality reviews and recommendations, legitimate issues and reputation damaging complaints are there for the entire world to see.
Marketing assets are things that you own and control that help with your marketing initiatives. Your brand identity, website, domain name, email list, customer list, white papers, presentations, pay-per-click advertising, social media, directory sites or any platform that houses your important marketing content, are critical assets to your business.