Marketing your business might sound quite easy, especially if you’re fairly tech savvy. But even the tech savvy can fall foul to generalised guides and articles that mostly tell you what you already know; common sense stuff.
But you’ll find none of this here! In this guide we’re looking at the bare basics of online marketing and the tools you need to get your business off the ground and into the cloud. B2B customers are 57% of the way to buying before they perform an action on your site, according to Google, so it’s essential that your online presence is heard loud and clear. Well… where do you start?
Know Who You Are
This does sound like common sense, and it partly is, but knowing who your brand is and exactly what you offer is important. You may be a business that offers various services; in which case it’s more difficult to know how best to brand yourself.
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Google gets over 100 billion searches a month, according to HubSpot. This makes it all the more important to know who you are. Are you a fashion retailer or a shoe specialist? Financial broker or a loan agency? Food market or a street food connoisseur? All of these search terms are keywords for your business – choosing the right ones are key to online success.
Once you have an idea of who you are and what you’re all about, you need to make sure that everyone in your company is aware of it. You all need to describe yourselves in the same way.
Keep Brand Consistency
Staying consistent is crucial for your online identity. Those who visit your Twitter may also look for your LinkedIn page, or your website, or Google reviews… making sure your brand stays consistent makes it easier for the end user to know they’re still in the right place.
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77% of B2B marketing leaders say branding is critical to growth, according to Circle Research. Knowing this amazing statistic, it’s crazy to ignore it. Make sure that you are using the same logo, imagery, tone and even colour scheme across the board to bring your brand together.
Additionally make sure your updates and blog posts are consistent; sharing them at the same times every day/week/month.
Find Your Target Audience
Knowing your target audience isn’t as simple as targeting those who like your industry, it goes much deeper than that. You need to not just know about their interests, but also their behaviours and overall demographic. For example, did you know that 88% of 18 – 29 year olds are on Facebook?
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These are the kind of statistics you need to find out and discover to best position yourself online. There are several paid and free tools you can use to discover more about your audience. You can use Google’s Keyword Planner to discover terms people are searching for (and how much they’re spending) or you can use Twitter Analytics to see interests and age groups your social media audience are.
Ultimately you need to build up a few profiles of who your audience are – so they can be referred to. You can do this by creating make belief customers; such as Moneybags Mike, who is a lawyer who enjoys golf and mostly spends his weekends online (as he works during the week). Make a few of these to best match the demographics of your audience.
Remain Slow and Steady
Of course you could find the perfect people and bombard them with emails about how great your service is, but you’re not likely to gain the service and could leave a sour taste in their mouth. Keeping a steady pace when trying to gain leads is the best way to secure a customer.
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According to Unlockd, 84% of mobile advertisers believe they’re providing a positive experience, however less than 50% of consumers reported their experience as positive. This statistic shows us that although you may think you’re being helpful/relevant, you may actually be off-putting.
It’s common to send several emails to one person before they become interested in your product/service, up to 10 in some cases. After all, spam messages accounted for 56.87 percent of email traffic worldwide, leaving your amazing emails lost in the crowd. Using catchy headlines and being personal is the first step to increased open rates. Also try to keep your contact to a minimum of 1 week apart.
Give Great Customer Service
It’s all well and good going out and finding the perfect customer, but once they invest in your product/service you need to give them a reason to stay. Giving good customer service isn’t just being all smiles and answering questions, it’s going out of your way and being available through multiple channels.
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Aberdeen Group Inc. claims that companies with the strongest omni-channel customer engagement strategies retain an average of 89% of their customers, as compared to 33% for companies with weak omni-channel strategies. So if your customer tweets you, they should get the same great service as if they had called or emailed you.
Giving great service can also lead to great reviews from that customer, reviews that can be seen by other potential customers. Encourage those who use and enjoy your products/services to give you feedback and make sure to reward them for doing so.
Reward Existing Customers
Being a customer should not only mean getting great service, it should also mean getting benefits or perks that they wouldn’t get from another business. After all, why should they stay with you if they’re not treated for staying loyal?
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According to Iri Worldwide, 74% of consumers choose a brand based on a strong loyalty or discount program. Offering a little extra can help bring in undecided potential customers as well as retain customers who already invest in you.
It doesn’t have to be the world, or monetary for that matter, even just a simple thank you letter is enough to keep your customers happy. Feeling appreciated is ultimately what they want most, no amount of ‘freebies’ will make a customer stay if you’re not offering a superb service.
Get To Know New Customers
Keeping in touch with existing customers is great, but making sure that new customers feel welcome is just as important. With new customers comes more important and invaluable data that can go towards tweaking your target audience.
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New customers are honest; if you’re not doing a good job they’re going to tell you about it. You need to harness this to make yourselves better as a business, so you can offer the very best to all of your customers (not just a select few).
In a survey by Ask Your Target Market’s; 26% of people described themselves as very honest, 48% said they are honest, 14% said they are somewhat honest, 9% were neutral and just 3% considered themselves to be dishonest. This means that at most only 12% of your customers are likely to lie to you when it comes to your business – so listen to them.
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