After so many years, you’ve developed a process, and established a working formula that could be described as semi-effective. The low hanging fruit—the practical stuff that’s easy to tackle, easy to measure—always makes it to the top of the list, while the more organic, harder to quantify stuff such as your marketing strategy, get relegated to the back burner.
The promise of a new marketing strategy in the new year and the challenge of stepping up your marketing game is challenging indeed, and formidable by nature. Every year you endeavor to get a handle on it, and every year it slips through your fingers. Before you know it, it’s July, the THIRD QUARTER has started, and you’re still struggling to get your foot in the game. Eventually you give up altogether, put your marketing priorities on autopilot and hope for the best, or at least for a better shot at it next year.
The results of your marketing efforts are not always easy to measure, because traditional forms of marketing haven’t always lent themselves well to the assurances of instant gratification. The natural response is to put your marketing strategy on the shelf, and hope it takes care of itself.
Thankfully, we live in a time where traditional forms of marketing are being replaced by the use of new information channels and new methods that enable small businesses to analyze what works and what doesn’t, in real time. This is the age of digital marketing: No more wondering whether a particular marketing campaign is paying off. Now you can manage and track quantifiable results in real time.
You’ve effectively run a business for many years. Your reputation is sound, and your client base is solid. But lately you’ve noticed the same faces walking through the door. How do you break with tradition and make the most use out of the ever-allusive digital space, crack the code and bring in new business?
The good news is you already understand the basics of digital marketing, in a purely intuitive sense. After all, you engage in the digital space every day as a person, a consumer, and, of course, as a small business owner. It’s everywhere, embedded, coded, for your convenience whether you’re conscious of it or not. In fact, the very ubiquitous-ness of digital marketing might explain why it can be both easy to utilize and hard to grasp at the same time. The biggest challenge is often knowing where to dive in.
Fortunately, you’ve been in business long enough to have gathered a lot of the basic tools needed to survive in this new territory: company website, Facebook page, client list (with important data like email addresses and names), even your own Twitter feed.
- Your website is out-of-date and unresponsive (i.e., it doesn’t translate well on mobile and other handheld devices).
- Your client list is stuck on a local network somewhere in your office and has never been imported into an email Marketing service such as MailChimp or an online marketing resource like Constant Contact.
- Your Facebook page hasn’t been updated since Labor Day Weekend, 2013.
- Your Twitter account is so dormant that, even if you wanted to tweet about your latest promotion, you couldn’t remember your login credentials to do so.
These factors amount to a tremendous disconnect between your business and the purchasing habits of today’s consumer, and the trends of the marketplace in 2017. Consider these seven useful tips to help get a handle on this new wave in marketing communications.
1. You need an upgrade. To bridge the gap, temper the divide, and build a global client base, start by rebuilding your website on a content management system, such as WordPress that lends itself well to the demands of the new marketplace. This is enormously important. Most consumers today are searching and making purchasing choices with a mobile device. If your site was built before 2012, chances are it doesn’t translate well in today’s mobile environment. Upgrading to a more contemporary, responsive website that clearly lists your products and services, and allows consumers to contact you on the go, and make buying decisions with you from their phones, is tremendous.
2. Re-write, remove, edit, and update old content to improve the search rankings of your website. You’re essentially killing two birds with one stone here. On one hand, you’re giving your content a much-needed upgrade. On the other hand—by re-crafting the content on your website with a focus on keywords—you’re essentially optimizing your site in the process. It’s not enough to tell your clients who you are and what you do these days. You’ve got to strategically craft the content on your site (through the use of code optimization, link building, and other methods) in order for it to register with the search engines of the world. This ups your online profile, and ultimately leads to new business.
3. Start using that old blog page if you’ve got one. One of the simplest, most effective ways to ensure your site continues to rate well with the search engines of the world is to keep it stocked with fresh content. Having an active blog is a great way to accomplish this. Try posting regular content once a month or every couple weeks about certain aspects of your business. Make it educational. Fill it with keywords (or terminology central to your business), and soon you’ll see your rankings improve. You don’t need to re-write War and Peace here. No one’s going to read that anyway. Regular, easy to read, bite-sized content on your blog (unique to your business) goes a long way. So, delete that old post from 10 years ago, the one with all the cobwebs growing around it, and start fresh!
4. Stay connected with your client base by utilizing your contact email list. Ensure it’s up to date and use it to create regular eblasts, promotions, and newsletters to communicate with your clients. You don’t need to reinvent the wheel here. Keep your promos simple. Re-purpose content from your blog and, with it, craft the occasional newsletter. Another great advantage to using e-marketing tools is many of them offer you the ability to manage and monitor the effectiveness of each marketing campaign in real time. Each app provides built in metrics that allow you to monitor the click rate and conversion rate (i.e., those customers who did more than just window shop or browse) of your latest marketing campaigns, and ultimately the purchasing habits of your customers. Strong stuff.
5. Utilize social media. Here’s where that old Facebook page of yours (the one that hasn’t been updated in years) comes into play. Take the content from your Blog, or the promos from your latest newsletter and send them out on social. Re-post to your Facebook, Twitter, or Instagram pages. But don’t just regurgitate the content. Tweak it, and edit it for context. This is where you can have a bit of fun with your marketing strategy. Slice, dice, and customize your marketing efforts. Tailor your message to fit the medium.
6. Do the time. The biggest commitment you need to make when it comes to digital marketing is time. And it’s not always as simple as carving out an hour in your day, at the same time every day. This is ephemeral stuff. Keeping your digital marketing efforts up to date requires stealing time when you can get it. The digital flow of information fluctuates too much to settle for anything less. Being there with something fresh, oftentimes at the spur of the moment, is key. The tools used for your digital marketing efforts are ultimately perishable products. The relevance of information continually ebbs and flows. Your digital marketing strategy will dry up unless you care for it on the regular. Shooting from the hip, and keeping the lines of communication open are key. You already have the tools in place to reach your clients when you get the urge. A stolen moment goes a long way in the digital space, and you never know what posts will resonate with your customers. Sometimes it’s the simplest stuff.
7. Get buzzed by association! This is an effective and perfectly legitimate strategy in digital marketing. Consider sponsoring a popular event in your area. Well attended, buzz worthy events (and the people and organizations involved with them) often promote themselves organically. Reposting, sharing, hashtagging, you name it. Making room in your yearly marketing budget to support and sponsor these types of events will insert your company name and logo into the digital market stream by proxy. Ride the wave.
There you have it. The democratization of business right at your fingertips. You have the potential to grow your business, expand your sphere of influence, and multiply your client base with the touch of a button, from the comforts of your office. Knowing which channels to focus on and prioritize is the challenge. It’s OK to pick and choose. The New Year is here. Don’t water down your to-do list with other seemingly more manageable priorities. Keep your marketing strategy front and center, up-to-date, and off the back burner.
Michael J. Miller is a part of the Go Media team.To learn more about building the right digital marketing strategy for your business, contact Go Media, your Cleveland Digital Marketing Specialists.