Digital Marketing is absolutely essential in today’s world. With almost everything online including customers and competitors, your company needs a digital strategy that will separate yourself to win those new customers over. When you’re a small or medium sized business like you are, the digital world can be extremely overwhelming and very difficult to navigate through. We have put together 4 major steps that your company should consider when embarking upon this.
If you are reading this you are interested in cutting through the junk and getting to the heart of a proper strategy. You may have come across a bunch of websites telling you that you need more customer, more recognition or just beat out your customers but really it is far simpler than that. You need to start out with an achievable goal in order to steer you entire strategy through all the noise out there. There is a ton of strategy, planning and executing that goes into a great digital marketing strategy but you will always need to have that goal to keep you focused.
What is an achievable goal?
This really depends on what you want as a company. Are you looking at building your brand? Are you looking at awareness of your product or service offering? Are you looking at client acquisition? Maybe you want all of them? At White Hat Marketing we strive to first have some short term goals in order to ensure that we can get some quick wins right off that bat such as getting to page 1 on Google for a relatively competitive term. We also advise our customers to set some big year out goals and even 5-year goals from a digital plan. The short term goals drive the immediate tasks at hand where the longer term goals start to mold how your company operates as a whole.
The most successful companies understand that an effective marketing/sales funnel is vital to the long-term growth of the company. A marketing funnel basically is the process that a company takes a person from being a perfect stranger to a lead. It’s the process and strategies in place that will move that potential lead through the funnel to ultimately become a lead which in turn will start to head down the client conversion process. We have broken the funnel into four separate but equally important parts: Awareness, Interest, Desire and Action.
The potential new customer is now aware of your services or products as they have landed on your website by Google, social media, word of mouth or another avenue. They are looking for something that they want or need and at this stage your website needs to attract the customer into some sort of call-to-action by providing them the content that will do that. If they are coming from Google, the formula should be fairly simple as they will have landed on your website because they are looking for a specific product or service and your company was at the top of Google for that for a reason. Your website just needs to make that experience as seamless as possible.
The next step is to determine what they potential customer is truly interested in. From the information that was gathered in the call-to-action, it’s a good idea to have a quick engagement response to better determine what they are looking for. Sometimes having an internal employee monitor these call-to-action items that come in and manual respond with a call or email is one way to go. Another may be an automated canned response based on what the potential customer may have filled out in the call-to-action form. Regardless of the format, the name of the game is engagement within a short period of time.
Now that you know the level of interest, it’s time to up the engagement with a face to face meeting, over the phone conference call or simply a more in-depth breakdown of what your product or service is. Depending on the product or service, the may be a good time to custom tailor it to what you now know about this specific customer.
This is the next step to get them that much closer to purchasing. Now that you have provided them with more information based on what they are looking for and tailored it to their specific needs, all thats left to do is go through the price and asked for the sale.
Ensuring that you have marketing funnel like this will not only get you more leads but will also turn those buyers into repeat buyers. If the experience you provided that customer was good then there is no need to thing that you won’t get them later if they don’t convert now.
We briefly spoke about a Call-To-Action in the previous step as part of your funnel system but you may not entirely know what it really means. At it’s most basic definition it is something on your website that prompts the end user to take some sort of action may it be fill out a form, call a number, sign-up for a newsletter or whatever the company would like to happen once the user lands on their page. There are a ton of strategies around this but depending on exactly what you are selling the call-to-action could change. Regardless a solid call-to-action strategy will help a potential lead down the sales funnel.
In order to convert people to leads you first need to start getting traffic to convert. This is White Hat Marketing’s specialty as we focus most of our efforts getting our clients to the top of Google. There are three main things that we focus on, Off Page Optimization being the most important and least used by our competitors.
Website Optimization – this is actually the simplest out of the three. Google has put together a list of items that each site needs to have optimized so that Google can properly crawl and index websites.
Quality Content – a lot of our competitors are telling their clients to keyword stuff and insert buzz words all over the place. Google is far to sly for that, the content that needs to be written needs to be naturally written just like you were selling in person, it needs to be unique (no duplication from other sites) and quantity in a competitive space is vital. The more you talk the more Google thinks you know what you’re talking about.
Off Page Optimization – we can tell you that almost all our competitors are not doing this as they are focusing their efforts more on website optimization or Pay Per Click efforts. We get Google to like you so they send more people to you.
Take a look at your company and see if you have some of these strategies in place and if not, give us a call and we’ll help you through it.