As we quickly approach the year 2020 it’s not a matter of “does my company need an internet presence to succeed?”
Instead, it’s a matter of “how much do I need to spend initially to establish my internet presence?” If you have a small business and it doesn’t have an internet presence you are at a major competitive disadvantage.
Once you have the infrastructure that you need (e.g. a Facebook Business Page, a Website, Keywords Optimized on your site and Socials, etc.) then it’s a matter of collecting data about your customers and creating personas for potential buyers. Creating excellent content is a massive piece of the mystery but anyone can do this with just a little bit of training and advice. The authentic trick of digital advertising is identifying the crowd who your advertisement message contrasts with. If you are not getting the appropriate viewers, you then invested money and time producing content that really does not add any value. Luckily there are plenty of programs out there that allow marketers and small business owners alike to identify and target their desired market in a much easier manner than ever before. A number of these programs are built on social media advertising platforms, which makes it effortless to target the perfect individuals.
Additionally, there are amazing free tools which you could use to asses the general state of your online presence. These tools length from all to web site ranking, to monitoring customer insights through analytics, into staying current about the most recent trends in the industry with Google alerts, and beyond.
From Traditional to Digital
Just because you’re going to start advertising online, doesn’t indicate that you have to lay your other marketing efforts to rest. But it’s extremely cost-effective to invest more time working on SEO and societal media existence than it would be to hire an ad agency or a graphic designer to get a print ad or pay to get a spot in the regional radio or TV station. You can do it from home when you have the time to explore it, or you can typically hire freelancers to manage your interpersonal media and maximize your own SEO for a comparatively affordable speed.
There is definitely space for a synthesis between traditional advertising and digital marketing, and lots of times that involves funneling visitors to your website through traditional advertisements. This part is truly up to you as the individual who signs the checks.
Your Audience is Readily Awaiting Your Ads
In the realm of digital echo chambers, the necessity of producing highly niche audiences has become increasingly crucial and increasingly simpler. It’s wonderful just how much the web knows about folks. And how much we are willing to enter on websites such as Facebook, or even a Google search.
The shift from selling to offering (where the client is in control behind their computer keyboard, as opposed to the advertiser having all the command in traditional advertisements ) is the major paradigm shift in 21st-century marketing. This changes the entire atmosphere and structure of how advertising used to come to play for a company. Small businesses used to have to pick which station to market based on educated guesses about where their target audience has been paying the most attention. Today, instead of having to imagine based on demographic information and obscure psychographic profiling alone, we have considerably more information about each possible client and we can hone in even further than simply segmenting certain components of our market. We’ve shifted from psychographic profiles into personas.
With this capability to target individuals instead of groups, we could make a point to expose a particular customer to an advertisement sufficient times to pique their attention enough to click the link. Research claims that individuals need to be exposed to your brand between ten and seven times before it is going to start to stick in their brains. This usually means you need to appear at people who have interests in matters which are similar to what you’re offering, then as soon as you have their contact information that the name of this sport is re-marketing. You need to impulse them see your website every time you send an email blast and eventually the repeated exposure to your brand or product will turn into sales. In other words, if your if sales funnel is constructed correctly and if your site is optimized for e-commerce.
Making Sense of It All and Making Sales
There are lots of methods in which you can slit your online marketing efforts… and everyone has limited ad spend. How do you select where that budget gets allocated? It’s possible to select based on industry standards or data collected by social media marketing publications and so on. On the other hand, the major point to keep in mind is that marketing is exactly the exact same as it ever was in the feeling that you need to go through a process of continuous trial and error, and honestly, the same as old school marketing, you WILL lose money in the practice of targeting your customers correctly. Subsequently, you may indeed make money once you discover the sweet spot and generate a repeatable sales process. Whether that involves using social media promotion, pay-per-click marketing, optimizing your natural content through keywords and blogs, or any combo of all it, internet marketing has a location in each organization.
Thus, you might be asking”where do I begin the journey of honing in on my audience?” And you may be surprised at how much you already know about who to target. You can easily perform a quick-and-dirty evaluation of your client base, based on the demographics and interests of both previous and present customers. Then, start broad with finding commonalities between customers, keep learning on your customers on a deeper level which will give you clarity regarding which personas to aim.
By way of example, if you own a landscaping business you may inherently think to target guys because landscaping is part of the construction industry, which is primarily a”guy’s arena”. You have found that guys are generally the ones making the call and communication with you on the phone. It is important to make the distinction of, who’s interested might be peaked through online ads vs who is actually picking up the telephone and call. Couples old and young all understand that the wife is the ultimate decision-maker. As their wives would be the brains behind the performance (and also use Facebook more significantly than their husbands) it makes sense to aim a Facebook advertisement towards women, even though this would inherently seem like a business that targeted towards selling to guys.
To get a baseline on your advertisements engagement, and also to try to verify your hypothesis that the wife is who you need to target, run the identical ad copy with two distinct target markets (one which is exclusively girls, and another that includes men and women). Concurrently run the ads and cross-reference the outcomes. Once, you’ve got confirmation that women are in fact the right audience for you, it is possible to really go deeper by telling Facebook to aim the ad towards “women between the ages of 30 and 65, within 20 miles of the company who like the webpage ‘HGTV’ and test the outcomes to determine if you’re going in the perfect path of your optimal targeting.
This notion of A/B testing advertisements, while they run simultaneously, is an industry-standard and is the most effective means to figure out what works and what does not. There are some cases where you could eliminate money by tremendously targeting the incorrect group, however, there is also the chance to not be detailed enough and have the same effect.
Actually, the whole procedure of implementing a digital marketing and advertising strategy on your small business is an iterative process and requires continual A/B testing to make the necessary tweaks to find your groove and create sales. Even when you’ve found something that works, you will need to progress in the speed of the technology available… and that my friends are the hard part.
We still wholeheartedly believe in the power of social media influencers in marketing but it’s ideal to proceed with care once the numbers begin getting that big. Want to learn more?
Reach out to our Digital Marketing team today.