Marketing can be frustrating for cash-strapped brands, especially those run by small business owners. Hiring an in-house marketing expert or outsourcing to an agency may both be unsuitable given your budget. However, this doesn’t mean you need to give up hope of generating interest in, and building trust for your brand. The internet has offered small business owners a powerful tools to compete with the marketing efforts of bigger brands. All you need to do is to focus on and refine your strategy. The following online marketing techniques can help:
Optimize your website for search engines and visitors
Search engine optimization (SEO) helps your website appear first on search engine results of your target users. To do this, you first need to make your site friendly for visitors and search engine crawlers. Your website should load quickly and have an intuitive, professional layout. It should also contain a conspicuous call-to-action (CTA) button that will redirect your visitors to contact you or buy from you immediately. Your website must be easy for your visitors to move from one webpage to another as they search for information. It should not take them more than three clicks, back and forth, to access specific webpages or return to your homepage.
Another important aspect of web optimization is your website’s content. It should contain and link to information that your visitors are likely to look for, such as:
- Your products or services
- How these products are used or how these services work
- Why your products or services are better
- How much your products or services cost (or a page with a CTA link that lets them request a quote or estimate)
- Specific information for particular groups or segments of your audience, if you cater to various specific groups
- Where they can access these products or services (add a CTA button that lets them contact you directly)
Track your visitors’ behavior and website performance
You need to gather data to improve your website and sharpen your marketing strategy. When trying to collect information, ask yourself several questions. What types of people visit your website? Where do they come from? Why did they visit your site and when? How does your web traffic compare to your lead generation and sales conversion rates? Tools such as Google Analytics and Facebook Pixels can help you in this effort.
Focus on and refine your email marketing
Email marketing has a more personalized appeal and convenience, which is why it is unsurprising that it produces the highest conversion rates among online marketing techniques. You only need to create newsletters or other marketing content to send in your email blast. Another convenience it offers is that email marketing can be scalable, depending on the number of your intended audience.
A common mistake that email marketers tend to make is to send generic emails that are irrelevant to the interests and needs of their recipients. This causes the method to backfire as their subscribers would be annoyed with the spam messages that would make them unsubscribe from the mailing list.
You need to divide your subscribers and followers into groups who have shared interests or needs. Study your specific audiences and their behavior to create content that is tailored to their needs and tastes. Don’t forget to perform quality checks such as proofreading before you send your emails to your followers. When it comes to your brand, you can’t let simple errors compromise your integrity and reputation.
Learn to retarget
Retargeting does not only involve shifting your marketing to adapt to changes in your market demographics. It involves learning how to be versatile and flexible in your methods to persuade your existing customers and followers to buy from you. Their interests and reasons to subscribe to you may change as well. For this reason, you need to know how to adapt to changes in their behavior.
If you need help with your digital marketing, AO Marketing is your best option. Get in touch with us today to see how we can help.