It has become increasingly easy to draw attention to your business without spending a fortune. That’s because many consumers look first and foremost online for goods and services. They are a motivated audience.
But a smart online marketing strategy can make it easier for you to connect with them. It can generate interest in your company and keep audiences engaged on an ongoing basis.
Try various combinations of the ideas below and see what works.
Social Media
The great thing about social media platforms is they’re usually free to join, and consumers who are interested in your offerings can follow your page. These potential customers are already interested in the types of products or services you might offer, and they are more likely to read your posts.
Not all of your posts need to be about your business. You can turn your website into a trusted source of information about topics related to your industry or that simply finds ways to engage consumers. The quality of the material you share will motivate audiences to return for more. For example, if you own a cheese shop, posting cheese recipes and profiles of the cheesemakers or travel stories that feature areas where cheese is made can educate and entertain readers, who may then be more inclined to buy products from you.
Social media can also help you interact with customers when they comment on your site. You can exchange views with them or share news. Even a complaint can turn into a positive experience if you reply quickly and effectively; your prompt reply may demonstrate your company’s high level of customer service. A quick, appreciative reaction to customer praise can also reflect well on your organization.
Search Engine Advertising
Some social media platforms can also be used for advertising. Choose the platforms where your customers are. You can base that on how much traction each of your social media pages is receiving, and the level of interaction. With so much data available from social media users, the platforms often help the advertiser target specific locations, genders, ages and other demographics. That way you’re paying for specific subsets of potential customers to see your ads.
Advertising on search engines is another way to disseminate your website marketing message. You can set a budget and parameters for who you want seeing the ads, what keywords to target and what location. You can test several ads to see which generates the most hits.
Email Marketing
Email marketing is a good way to send out information to current and potential customers if they agree to receive your company’s emails. They can register on your website, or you can ask customers at the time they make a purchase if they’d like to sign up. A good way to get customers to agree is by offering a discount code or something of value (an e-book, gift wrapping, free shipping, etc.). But let customers know that you’re not going to sell their email information and how often they can expect to receive an email. They may be less likely to sign up if they are barraged by marketing from a large number of organizations.
Consider emailing sale information and special deals to subscribers. You can also promote new products and services, write articles featuring information on your product’s origins, profile staff members and tell them more about what makes your business unique. It depends on what type of business you have. If you create a blog on your site, you can send articles to newsletter subscribers, as well. Just remember that it’s critical to respect all “do not call” and “do not contact” requests — from subscribers and everyone else — when sending out information.
Metrics
To judge whether your business is seeing benefits from your Internet marketing strategy, track the web metrics for each initiative or platform, including leads and sales. Make sure that you ask new clients how they heard about your business. That is an excellent way to see what avenues are driving business leads. Another way to track sales is by offering a discount code. Use a different one for each Internet marketing platform or campaign.
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