There are many different avenues to go when crafting an online marketing strategy. Businesses can often find themselves doing many different things to market themselves with no results to show for it. That’s why it’s important to understand the essential elements of successful online marketing before diving in – and to have a strategy or plan. Here we will identify the three must-haves when building an online marketing strategy to drive results.
A Mobile-Friendly Website
Let’s face it; if someone is “googling” your business today, they’re probably doing it on their smartphone. They may even be right outside your business searching for information about you. That’s why it is crucial to have a website that is easy to navigate on a smartphone, tablet, or laptop.
There are three pages to your website that should be front-and-center and easily navigable when the user arrives at your website.
- About us page (and/or hours and location if you are a brick-and-mortar business)
- Contact us page
These are going to be the primary pages that your potential customers will be viewing. For your users, it’s all about the experience while viewing. Make it easy for them.
Email marketing has been around for quite some time, and it is STILL effective. In fact, email marketing has the best ROI of any marketing channel, with $36 for every $1 spent. Email is the ideal channel to drive new business and create repeat business.
Many people struggle with email marketing because they’re not sending emails that motivate their audience to action. You don’t need a two-page description of what you’re offering or why your audience should choose your business. A graphic, a paragraph, and your call to action are all you need.
The call to action in your email is the most important feature; that’s where you will see the results. This could be “contact us today” or “click here to learn more.” Make it clear, direct, and clickable
An Active Social Media Presence
Virtually everyone is on social media today, so why wouldn’t you want your business to be? Social media offers a prime opportunity for people to find your business and engage with it as they navigate through the consideration and buying process.
It’s essential to have a goal set before getting started on social media. Mindlessly posting immense amounts of content to your channel will not generate business. So you need to ask yourself, what is my goal?
- Am I trying to generate awareness?
- What does success look like as a result of this effort?
- What does my audience want/need?
Once you have a plan, you’re ready to get started.
At first, social media can appear overwhelming. It’s recommended to pick one or two channels and discover what works and doesn’t for your company. Consider the channels’ audience (LinkedIn – professionals, TikTok – young people) and the type of content they require (images, video, text, etc.). What are you feasibly able to produce? These considerations will help you determine the right channel both for your business and to reach your target audience(s).
We’re here to help.
Putting all the pieces of online marketing together can feel challenging. But with a strategy and clear objectives, you’ll see the full picture take shape. If you are looking to develop an online marketing strategy and would like guidance, give us a call. Our team would love to help.