Online marketing is a difficult beast to master if you’re a small business and don’t have much experience with it. You want to advertise your company and its services, but you don’t know how. You may not have a firm grasp on SEO (search engine optimization) or SEM (search engine marketing), and you may be making dozens of little mistakes and costing yourself potential revenue.
The truth is that advertising on the internet is not as simple as posting about your company and expecting the interested party to notice you. People don’t browse the internet looking to buy, they come for content, interesting facts, and information.
87% of buyers say that online content has a major or moderate impact on vendor preference. However, 43% say “blatantly self-promotional” content is a major turn off.
That means that content that is informative, helpful, and well written can lead your target audience to buy, but asking them to buy, or blatantly stating why you are the choice they should make, won’t get the sale.
So how do you get them to buy? How do you write good content?
First, you need to figure out what you’re trying to do. What is the goal of your website? It should be to drive more business, but how exactly will it do that? Start with one small goal– such as increasing the number of phone calls – and increase from there.
It’s important to set goals, but its important to keep those goals measurable and not too large, too fast.
For your content, you should consider if it’s unique and useful. Are your customers learning anything on your site? Your site shouldn’t just be the advertising springboard for your services and your company. You want to have your contact information and your products, yes, but you shouldn’t make advertising the primary goal. It should be to inform your customers.
Another tactic that could be important is to scope out the competition. Visit your competitors’ websites. Do searches for keywords related to your business and the major things that your company specializes in for your area.
If you work in NYC as a plumber, search local plumbing companies in NYC. Get an idea what they’re doing on their sites, and learn from them. Do it better.
Find out what others in your industry are doing and saying, keep up on the current news related to the industry. It’s a great way to get ideas and take stock of your own company’s online marketing efforts.
These are just some ways that you could improve your online marketing techniques on your own. There are other options, like hiring an agency to handle this aspect of the business for you, as well.
If you have any questions about online marketing, or about agencies that can help, don’t be afraid to contact us.