If you want your company to stand out, you need to approach marketing in the right way. Taking the same, vanilla approach as other businesses will only lead to you being lost in the noise.
What can you do to catch the attention of ideal prospects and help your current customers decide to buy again? It’s important to take advantage of key business marketing trends but to put your company’s own twist on them.
If you simply do what others are doing, it won’t be enough. You have to infuse these strategies with your business’ specific personality and ethos. That way, the customers that are best for you will be drawn in, and those that are not ideal will not connect with your message.
Here are some strategies you can start leveraging today.
Think Beyond Your Funnel
Traditional marketing focuses on a marketing funnel, which moves prospects from awareness to engagement to sales.
However, not many prospects actually travel a linear path in their relationship to your company. They may become aware of you, engage for a bit, fall away, forget, and start over. Or they may take a long time to move from engaged to purchasing.
You need to have a plan for the entire customer journey and take into account that it’s often not linear. Your marketing strategy should also include a process for reengaging customers to create multiple sales. After all, getting another sale from an existing customer is far easier and less expensive than creating a new buyer from scratch.
Make it Easy to Shop From Social Media
Social media is incredible for its power to catch the eye of a prospect and show them what your product or service is. You can advertise using a short explainer video, a meme, a quiz, and much more.
Once you have that attention, it’s important to capitalize on it immediately. Bring clicks to your sales landing page or website and make it easy to take the next step. A certain percentage of your audience -especially if it’s well-targeted, which is simple on social media – will be ready to buy right away.
Others will need to be nurtured. Make it painless to go to a sales page or an email signup with a single click.
The easier it is for leads to buy from you, the more your marketing will boost your bottom line!
Make Your Website Engaging
When it comes to ranking well for specific search terms and winning customers who find your website, it’s all about being engaging. Are online searchers finding the high-quality information they need? Are they able to consume information in ways that make sense to them?
The more time people spend on your website, the stronger the relationship is that you’re building. Help people learn more by linking your blog posts to each other and to your sales pages. Use images and videos to capture attention.
You also want your website designed for a good user experience. That means it’s easy to read, accessible to those with disabilities, and adapts easily to a smartphone or smaller screen. It should also be easy to navigate with clear menus.
Google pays attention to how long people stay on your website once they click. The longer the “dwell time” is, the more authoritative and relevant Google thinks your site must be. As a result, you’ll do better in search results.
Focus on SEO
Search engine optimization (SEO) is a hot topic. It’s a constantly moving target, because Google makes thousands of small tweaks and dozens of large changes to the algorithm every year. Most small businesses are aware of SEO, but unfortunately they optimized their site a few years ago and haven’t touched it since.
You can’t ever stop working on SEO and optimizing it to be better. That’s why a lot of business owners choose to work with an SEO marketing firm that focuses on serving small companies. That way you can have the best SEO available while still focusing on running your business.
Onsite SEO is a type of optimization that focuses on what you can do on your website to make it more visible. This includes taking steps like using specific keywords throughout your blog and product pages, optimizing site speed, security, and tags, and more.
When you maximize your efforts for onsite SEO, you take a big step forward in ranking higher on Google.
There are factors that affect your SEO that are not on your website. These include links that lead to your website from other authoritative sites. Google also looks at your Google My Business page, online reviews, your business information on social media, and more.
The purpose of this review is to ensure that your website is the most relevant and authoritative for the topics you cover. Google wants to give searchers the best websites, and they are looking for evidence that you are one of them!
Personalize Your Marketing Outreach
A lot of companies start their marketing with a target market. This includes an age range, gender, and other demographic information. It can also include motivations and goals that match up well with the problems your product or service solves.
However, you can’t stop with a target market. It’s important to drill down even more precisely and personalize your marketing. That doesn’t necessarily mean using someone’s name. Instead, think about how you can speak to the very specific needs and issues that someone has that causes them to look for your product.
You will probably need multiple branches in your marketing outreach so that you can reach each type of person you service. The more granular and specific you get, the more successful you will be.
People love feeling like you know exactly what they need and what they are going through. It makes the much more receptive to your message, so don’t shy away from personalization!
Use Video on Multiple Platforms
Video is a significant part of an online marketing toolbox. Studies show that videos boost engagement and drive sales.
The good news is that videos don’t have to be long or super-professional. Of course you want to match your brand voice in a way that connects with your prospects, but there are a lot of ways to do that inexpensively.
Cell phones can create excellent videos today, as can animation programs. The rising popularity of live videos on social media make this medium even more accessible. You don’t have to be polished or scripted – people just want to see who you are and what you’re about!
Video is an incredible way to showcase your products and services, give behind-the-scenes looks at your team, and communicate tips and tricks to your audience. If you haven’t fully embraced video yet, it’s time.
Work With a Professional for the Best High-Quality Marketing
It’s easy for a small business owner to feel like they are the one who has to do it all. From making the coffee to making the sales, it’s all on your shoulders.
However, it doesn’t have to be that way. You can work with professionals who can take significant responsibilities off your plate and allow you to focus on what you do best.
At Local SEO Search, we’ve worked with over 10,000 businesses in a wide variety of industries and helped them find success in digital marketing. We love making a difference for small business owners and helping them stand toe-to-toe with much larger competitors.
Digital marketing is an incredible equalizer and is available for any company, no matter the size. If you’d like to see what we can do for your business, contact us for a free consultation today!