Here are 5 Marketing Considerations to help you turn your website into an employee that generates value, grows your market share, and increases brand awareness. Ready to grow your business? Read on.
1. The buck stops at ROI
Return on investment (ROI) is the profits your investment generates. In layman’s terms, “Did I get my money’s worth?” Calculating ROI with regards to marketing can be tricky. Why? Simply put, there are many ways to measure marketing returns. Sales, engagement, brand awareness, and many more!
Pepsi can afford to spend one million dollars on their logo to increase brand awareness. Whether advertising that they paid someone $1,000,000.00 to tweak their logo 27.5 degrees to the left was the actual plan to raise brand awareness is unknown to me; but, regardless, it worked. To me, as a small business owner, an increase in sales is the only appropriate metric. Business owners looking to maximize return on their marketing spend need to identify the parameters that constitute their ideal ROI.
Here are some ways to enhance your marketing ROI:
- Interview your clients. Don’t rely solely on what worked in the past. Access and assimilate new information on what is working right now. Get your finger on the pulse.
- Look at your whole marketing picture. Remember that potential customers factor in multiple marketing elements (website, social media, and reviews) before making a purchase.
- Find the point of diminishing returns. If $10k in Google Adwords generates $100k in profit, does that mean $20k will yield $200k? Who knows? Many factors contribute to diminishing returns in ad spend, and they vary by industry.
- Branding. Branding. Branding. You can always provide more value for free. Just make sure your brand accompanies said value.
2. UX is King
User experience should be the chief focus for all of your offerings. Your website, your app, your product, your service all have to be easy to use. There are just too many choices. Design. Navigation. Usability. Appeal. None of these can be an afterthought.
How to improve user experience:
- Test and Monitor. A/B Testing can go a long way toward developing a direction for your marketing or even your branding.
- Only use responsive web design. At this point, it is entirely likely that over 50% of your site’s interactions will come from mobile devices.
- Metrics! You need to be measuring what is happening on your website, your social shares, and more. If you don’t have a clear picture of the data, you have no way of correcting course if something isn’t working.
- Have simple CTAs (Calls To Action) and forms that collect only the essential data. If you overwhelm your visitors with too many questions, you’ll lose them.
Having the right content will help you drive more traffic to your website, but the battle is not won there. When a visitor arrives to receive your content you need to convert them into a lead. By integrating your CTAs so that it’s a no-brainer for a prospect to take the next step. Through attractive design, you’ll come across as a value provider and not a slimy salesman.
How to do it:
- The intent is everything. Have a plan from the get-go to ensure your branding is consistent. Everything should be a cohesive message and not feel patched together. You need story arc and user journey. This happens through the successful marriage of content and design.
- Make sure all of your CTAs have little perceived risk, are short and sweet, and encourage immediate action.
4. Get Your Yelp in Line
88% of consumers put as much stock in online reviews as they do personal recommendations. Over 70% trust a business more based on positive online reviews. Furthermore, nearly 90% of consumers read online reviews to determine if they’ll do business with a local company or not.
I understand that you may be afraid of negative reviews, but ignoring this marketing opportunity is a huge mistake. Even if you don’t want them to, people will be reading your online reviews. You’d be right to start actively acquiring reviews from your customers.
How to make it so:
- Set up or claim your listings on multiple review sites. Identify the sites that are most relevant to your business: Google Local, Yelp, Angie’s List, LinkedIn, TripAdvisor, Facebook, etc.
- Ask your customers to contribute. Sometimes a request or invitation to review in your email signature is enough to start growing your reviews.
- Make it easy. Give your customers a series of questions to answer about their service experience. Thank them for their help.
5. SEO is not enough
We are search engine optimization ninjas and will always champion the employment of proper tagging and keyword-rich website pages, blog posts, and digital press releases. However, many businesses have come to believe that SEO is the end-all and be-all of online marketing. It is not the only way. There are many non-SEO and offline strategies that still have high ROI.
- AdWords is one of the best investments you can make in marketing. Just make sure you know your target customer and market very well beforehand to maximize your dollars.
- Try innovative local online strategies. Meetup.com events, FB groups, etc.
- Offline marketing tactics, whether guerrilla oriented or traditional formats, can have a significant impact on local communities.
- Developing relevant content that excites.
- Evaluating, understanding, and assimilating algorithm changes.
- Avoid black-hat SEO techniques.
Don’t let another week go by without improving your marketing strategy
If you’re wondering how to take action on the above list, need to redesign or rebrand yourself (even for the very first time), or want to take your business to the next level, click through to schedule your free consultation today.