A few key steps can make all the difference
As business owners, all of us have learned over the past couple of years that online marketing is something that makes sense. We understand that if we put an ad in a magazine, it’s a bit ‘spray and pray’ – most people who see it will not be interested in our product or service, though a few will. But with online marketing there’s no guesswork. We can target and reach the people who are already actively looking for us online. It sounds like a perfect strategy. And yet many of the business owners who come to us are finding that they are spending a lot of money on their website and on search engine optimisation (SEO) or Pay Per Click ads, but are not getting the return on investment they expected.
So what can you do in house to improve results from your online strategy? There are a few basics that can vastly increase your ultimate return on investment and we encourage clients to consider these before our team starts the technical side of SEO.
Here are 3 things you or your marketing team can do to ensure the best results from your online marketing:
Step 1 – Know your Ideal Client
Usually, when I ask a business owner to describe their ideal client they give me demographics – these include anyone out there who could possibly need what they sell.
In fact, your ideal client doesn’t just need your service – they want it, they love it and they recommend you to everyone they know. That sounds like heaven – so how do you target those people? We need to look beyond demographics to psychographics – what your potential clients are feeling and how they decide to make a purchase.
Take a moment to think about the fears, frustrations and concerns that people typically experience when buying a service or product in your industry. For instance, if you are a builder, most people worry that you’ll go over budget, drag the work for weeks longer than agreed or slip them cheap materials. If you own a kindergarten, parents worry about leaving their children all day and whether they will be safe and stimulated.
You undoubtedly know how you currently solve these concerns for people. But there may be some that you deal with – and enjoy solving – more than others. That leads us to step 2…
Step 2 – Choose Your Niche Market
Choose one or two of these concerns to address. Don’t try to be everything to everyone. Most small to medium businesses should aim to be an inch wide and a mile deep. Rather than trying to be all things to all people, you want to narrow the field of people you appeal to, by offering a particular service that appeals to some prospects but not all of them.
If you have a kindergarten, you could offer excellent education and qualified care-givers – and to pay for that, you would probably narrow your target market to more affluent parents. The upside is, with a more focused target market, you are likely to convert more of your leads to sales.
Step 3 – Innovate Your Business
Now comes the fun part. All kindergartens claim to be educational and secure. So how can you innovate your business to really deliver exceptional value? Perhaps you can certify that all staff are qualified to provide excellent reading tuition. For security, perhaps you could offer a webcam that parents can log into and watch at any time.
Let your imagination run riot when you do this exercise – don’t be hampered by cost or unlikeliness. Ideas are everything.
You may find that one or two ideas spark your passion and when that happens there’s a good chance they will work!
Armed with this knowledge of your niche, your innovations and your ideal client, you can target your SEO keywords much more effectively.
Ultimately, this means the extra traffic that comes to your site is much more likely to convert to actual leads and revenue. When that happens, your online marketing becomes an investment with measurable returns.
If you’d like to check in depth whether your business site is search engine friendly, fill in the form at the link below to have Hanan’s team do a free full scale analysis for you.
Follow this link or copy and paste http://bit.ly/STJZI9 into your browser.