Online Marketing 101: Four Simple Steps
No one needs to tell you that many industries have moved into the digital age. Even businesses you wouldn’t expect can make the shift. However, even less tech-savvy companies can develop a plan to break into the world of online marketing. Don’t fear the process, as the best way to learn is to try! Here’s how to do it:
Before any project, you have to do your homework. Think about your target audience- who your customers are and who you are trying to reach. Take note of the target audience’s demographics, geographic territory, age, general education level, etc. This will define the type and tone of the content published. There’s no need to use Ph. D. level terminology if your target audience happens to clean floors at a hospital, however it helps to use common industry terms.
You will also need to set realistic goals for your campaign. A good method would be to apply the SMART goals criteria. Be specific, use measurable criteria, and make sure the goal is achievable, relevant, and time-bound. At the end of the campaign, you should be able to easily compare your results with your goals.
Given that every industry and every target audience will be different, so too will your plan of attack. For instance, a septic cleaning service may not wish to get on board with Instagram, though a home renovation company might.
With literally billions of users, even small businesses of every industry should have a presence on LinkedIn, Facebook, and Twitter. Blogs are also easy to setup and maintain, and can drive traffic to your website. For those looking beyond social media, Search Engine Optimization (SEO) and Google AdWords are great tools to increase your online visibility.
The tried and true method, is the email campaign. According to a survey, more than 72% of adults prefer companies to communicate via email. From the same survey, 91% of adults like to receive emails from companies they currently conduct business with. Services such as MailChimp help businesses create and send effective emails, with results that can be tracked for evaluation. Kosmas has marketing modules to create and track your campaigns, with integrated services such as MailChimp. Once you’ve made your choices, it’s time to hit that button. Or is it?
Before you hit send or publish, verify the content. Everything should support a professional image. Ask yourself:
- Does the content have a clear message and purpose?
- Will it help you achieve your campaign and business goals?
- Does it have consistent tone, structure and visuals?
- Has it been checked for spelling, grammar, and diction?
Track and Evaluate
Many tools offer built-in results tracking. Take a look at your metrics and decide if your content is helping you reach your goals. Keep in mind how many people opened emails, subscribed, liked, and shared your posts. If you’re able, factor in the number and amount of sales. A good hard number to consider is a basic average of cost to conversion.
It’s also important to track metrics that make sense. Do the metrics support your goals? Can you and will you take action based on these metrics? Record your results by these metrics and over time you’ll be able to evaluate how your content affects your business. Make adjustments and try new methods!
Need some help? DocuWrx offers consulting services to help you obtain your goals!