When you start to think about all the components that make up a good marketing strategy, you may feel overwhelmed. Online and offline, inbound and outbound – there are numerous channels for a business owner to juggle.
If you’re feeling in over your head, it’s best to start by thinking about what makes up a strong marketing foundation. Starting with the most basic and essential elements will give you solid footing to work from and empower you to branch out to additional tactics with time.
Build a Strong Website
All businesses today must have an online presence, and your website is at its heart. It’s the one online asset that you have complete control over, and so it’s the place you want to drive all of your traffic.
Building a strong website starts with placing your value proposition front and center. This statement lets consumers know who you are, what you do, and why you’re the best at it. It should be featured prominently on your home page. If you’re not sure the best way to display this messaging, consider A/B testing, showing different consumers variations on your home page’s design and layout, to see which one works best.
From there, you want to create a website that’s easy to navigate and propels the user to contact you. Keep relevant information grouped together, and don’t add in unnecessary layers of pages. If you do have products that require several layers of pages, consider adding in breadcrumb navigation, so it’s easy for consumers to get back to where they came from. And, make sure your contact information is prominently displayed on every page so consumers can take action to become your customer right from your site.
The other key element for your website (and indeed, for all of your online content) is to make sure it’s mobile-friendly. The majority of searches now happen on a phone or tablet, so be sure your website and social content all pop on the small screen!
Building a mobile-friendly website means checking on your page load speeds, which is easy to do with Google PageSpeed Insights. Responsive design can also keep your website looking good, regardless of the device it’s viewed on. For even more tips on building a mobile-friendly presence online, check out our post, 4 Tips for a Mobile-Friendly Marketing Strategy.
Think About Your Organic Marketing Approach
Once you’ve built a great website, you want to drive consumers there. How do you do that? By making sure that your business is well-represented in other organic marketing channels online.
First and foremost, you want to be sure you’re present on Google. This means showing up in organic search results (through the power of effective SEO) and completing your profile on Google My Business.
Beyond Google, create pages for your business on relevant social media and review sites. Every business should search for their names on Facebook and Yelp to see if anything already exists. If a page does already exist, claim the page. This allows you to edit the information so that it’s all correct (hours, location, contact number) and reply to any questions or reviews that come through on the platform.
Don’t Forget Paid Marketing
As important as it is to have a robust presence online organically, it’s also important to undertake paid marketing efforts.
Investing in paid search marketing on top search allows you to capture consumers searching for terms related to your business. And because paid results typically display at the top of the page, it’s the first thing that searchers see, even before organic results.
Video and social ads are also a great way to target your messaging to relevant subsets of the population. With paid social ads, you can specify the types of consumers you’d like to reach, and the platform will make sure your ads are being seen by people in the appropriate demographics.
Target with Email Marketing
No online marketing efforts would be complete without email marketing. It’s a tactic that has maintained a high ROI over the years, so utilizing targeted email marketing should be one of your points of focus.
You can send targeted messages to different prospects and customers, depending on where they are in the customer journey. Sending introductory explainer videos on recent purchases makes a great impression with new customers. Making offers on specific products based on past order history is a great way to grab the attention of returning customers.
Manage Your Leads
No marketing strategy is complete without a way to manage leads and know what's working to get you those leads! A lead management solution can help you keep it all organized in one place, so you're not missing out on all the new customers your marketing is bringing you.
There’s a lot that goes into building a solid marketing foundation. Fortunately, when you take it step-by-step, it becomes less of a daunting task. If you need some help getting started, LOCALiQ is here for you!