With more people switching off to digital advertising, marketers are shifting their focus to the more effective methods of inbound marketing.
Want to get the most from your advertising dollar? Follow these 8 rules and make sure you get bang for you buck:
1. Talk to your target audience.
If you’re going to advertise, don’t waste valuable money talking to the people who aren’t interested in your product. That means being specific in the language you use and speaking in a way that attracts their attention.
Every business, big or small, needs to give a customer some reason to choose their product or service. The best way to do this, is to define why your product or service is different from the competition and more importantly why your customers should care that it’s different. In short, you position your business as distinct in the market.
Positioning in practice
We all know that when you develop a website, you have to make sure people can find it. Which means making sure it ranks high on the various search engines, which in most cases means Google.
This need is referred to as SEO (Search Engine Optimisation), an area of expertise dedicated to putting your website ahead of all the others i.e. the competition. Without question having effective SEO makes perfect sense, in fact it’s critical.
But what happens when all these people arrive at your site?
From a marketing point of view Facebook can seem like the ideal place to promote your business. Unlike most traditional forms of media, Facebook is bi-directional, so instead of just sending someone a one-way message, you can use it for things like research, brand building, customer service, finding new prospects as well as marketing.
So why aren’t more businesses making more of this opportunity?
There is a big difference in the way large and small businesses manage and interpret their customer numbers. In most cases, corporates are able to define and analyse these numbers, but it’s an area where small businesses should take some lessons. For those that do, exceptional results are waiting.
What do we mean by numbers?
We hear it all the time – ‘I spend too much time IN my business, and not enough time ON my business’. So how do you spend quality time on your business, but still make sure your day to day work gets done?
Where to start
First work out how much of that ‘busy being busy’ stuff YOU actually have to do. It’s a common problem that many of us think no-one could possibly do the job as well as we do.
Most businesses find it difficult to say how they’re different from their competitors. Making those differences valuable to your customers is even more of a challenge. So is it worth the effort? The answer is obvious for those that are clear about their point of difference.
First question. Who are you?
Sales and marketing plans, when produced well, have the ability to dramatically improve your bottom line results. They can create more leads, drive greater sales from those leads, and even help you tailor your products to new and wider markets. Of course all of this relies on you actually following the plan.
Getting a good marketing plan
The important thing to be aware of with any sales and marketing plan is that it is not a promotional plan.
A great website with some key tools (such as a supporting database system) is not only a great way to keep in touch with your existing customers; it will allow you to promote your business, reach out to potential new customers, take enquiries and entice people back time and again.
A database is essentially a simple list of your customers – typically your best customers. Databases won’t help you make money if you don’t use them properly
Being online is no longer something that businesses should just think about, or put on a list to do ‘one day’ – it is now imperative. Your customers are turning to the net many times a day, looking for the types of products and services that you offer. If you’re not online, you could be left behind.
Evaluating your website
It’s easy to get lost in the technical stuff when it comes to websites, but if you understand a few key areas and can use these to judge how well your site is performing you’ll be able to maximise the effectiveness of your site.