All entrepreneurs know the importance of marketing their business but some know it to require a big budget to attain the results that large corporations do. Thankfully in the digital age, online marketing allows business owners to get more bang for their buck—as long as they’re doing it correctly.
Below marketing strategist, Shanice Ricketts shares the five pillars of online marketing that every entrepreneur should know and include in their business.
- If you take nothing else from this, know that content is still king. It’s not just about having a pretty website (although visuals are very important too), but it’s about what that website contains—well-written, visually appealing, relevant content that will drive your visitors to take action. The key here is to present your business as a resource in whatever industry you’re in. Can your visitors get answers from you before even making a purchase? That is the differentiating factor.
- Traffic Generation
- How are your dream customers finding you? Driving visitors to your website or landing page is what we call traffic. In order to increase online traffic, you must create compelling ads, utilize your social media channels, partner with like-minded brands, and optimize your web pages for search engines, using SEO tactics.
- What’s really the point of sending people to your website if they don’t purchase your product or service? The term conversion defines your end goal and that is turning visitors into paying customers. What are you doing to make sure your conversion rate continues to grow? Do you even know your conversion rate? Divide your number of conversions (sales or registrations) by your total number of visitors. Noteworthy conversion rates fall between 2.5% and 5%.
- Think about your business funnel—what tasks do you have to do repetitively to get your audience from strangers to customers? Those are the things that you want to automate. For example, your dream customer sees an Instagram post for your service, they click on your link and land on your website, finally they like what they see and purchase. What comes next? An email? If so, this is the step you would automate so that your customers automatically hear from you even if you aren’t available to send that email out yourself right at that moment. Automation provides you with more time to work on your business rather than in your business.
- None of these pillars do you any good if you can’t measure what is and isn’t working. You know how they say, “the answers are in the numbers”, well that’s definitely true in online marketing. In addition to your conversion rate that we discussed earlier, you should also be measuring how your ads are performing, open rates for your emails, and engagement rates on social media posts. These numbers will help you use and save the most important numbers wisely—your dollars.
Have more questions about online marketing? Visit Shanice’s website at www.iamsharicks.com or shoot her an email at firstname.lastname@example.org.
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