Every year, business owners make mistakes when it comes to
marketing. They ignore good advice, or they put thousands of dollars in the
wrong areas and services. Sometimes, this is done because of poor advisement or
setting unrealistic expectations. Regardless of the reason it failed, you have
to take a look at several things before spending a dime. This is where speaking
with a marketing expert can be a big help but let’s begin with these simple but
important areas to focus on:
- Your business is different: You have an
insurance company located on the north side of the street. One of your
competitors is located on the south side. They offer the exact same services
that you do, they have the same exact budget that you do, and they have the
same number of employees that you do. Your businesses are identical when it
comes to marketing, right? No, because they have established themselves on
social media and Google organically while you have focused on direct leads via
paid ads. They have a following and you do not. Consumers have trust in their
brand while they have barely heard of you. You cannot focus on what the other
guys are doing and base your strategy on it.
- Your consumer is different: Consumers look for
information of a service or product differently, just as they look to purchase
something. You cannot treat all consumers the same which is why you have to
market yourself on multiple sites. Google is a great place to start but you
cannot ignore social media, blog sites, directories and more. You have to cast
a wide net in order to be found.
- Every site is different: While you are casting a
wide net, you have to realize that each site offers different advantages. Using
the example of an insurance company again, you cannot expect to generate sales
from Instagram and LinkedIn. However, using these platforms allows you to
introduce your brand to the consumers and keep them informed on content like
blogs about getting better rates and so forth. It creates a connection with the
consumer that helps you once they are ready to start shopping.
- Content, budget, frequency, repeat: A great
strategy is important, but you cannot be one and done. No one, including you,
have ever seen a single email or ad and purchased something unless it’s from a
trusted business or platform. You have to continuously reach consumers, over
and over again. The best way to do that is to create strong ads and reach them
on multiple platforms including banner ads on sites and apps they use, social
media ads and emails. On average, companies need to hit a consumer 10-50 times
before they can expect a response.
So, What Do You Do?
During your consultation, our job is to evaluate your business, your current and past marketing efforts, your online presence, the competition, your budget and more. By identifying these things, we can develop a strong marketing strategy that will benefit you in the short and long-term. We will identify where and how to utilize your budget to maximize your return on investment and build a web presence that will benefit your company for years.