7 Conscious Steps to Connect with Website Visitors
Internet marketing for small business, also known as web marketing, online marketing, digital marketing and online small business marketing is comprised of many components. Internet marketing encompasses several disciplines, involving everything from websites, email, search engine optimization (SEO),social media and more. There is no one-size-fits-all for internet marketing campaigns. Depending on your business and your target market, finding the right balance between the many options available may take some trial and error but this effort will often lead to great results in internet marketing.
Inbound marketing components are used in concert with your website to convert visitors to customers. When visitors come to your website inbound marketing works to turn those in-coming prospects to customers. Inbound marketing works under the premise that your social media fans and website visitors are expressing an interest in your product or service purely by coming to your website or social media pages. The same can be said for phone calls coming in from direct mail campaigns and other marketing efforts. Inbound marketing puts practices in place to respond to these hot leads through office procedures, marketing automation software, online contact forms, visitor tracking and through email marketing.
Components of Internet Marketing for Small Business
Some small businesses still don’t have websites – yes, really! Many small business owners do not pause to consider that people search the web for everything. Even if a business is not selling online and the majority of customers or members don’t come from internet marketing campaigns people search for phone numbers, hours, etc. Having information online and available also establishes credibility.
Do you need to make updates? Businesses lose credibility points from visitors if they see a dated website design or information that isn’t current. Outdated information can be frustrating to the visitor and make it seem as if keeping your information (and your customers and prospects) in the loop is not important to you.
What steps can you take to get your website current?
2. Getting Customers to Your Website
Is your website address on everything? You have your website address on your business cards of course, but do you also have your domain name on your company vehicle, in tv ads, radio spots you are running and on all of your social media profiles? Are their places your customers frequent where you can post your website address? Do you include them in ads, social media pages plus blog, and email signature?
Where can you add your website address ?
3. Relevant Content / Keywords
Do you have information on all your products and services posted on your website? We’re you hoping to get back to that someday? Search engines rely on keywords people use when making a web search query. Adding the words and terms to clearly describe your products and services helps answer customer questions and it helps your website be discovered on search engines.
What products or services need more details on your website?:
4. Calls to Action
In every marketing effort a clear call to action helps to increase responses. Some websites require an email to access content, others offer a live chat option to answer customers in real time. Most website calls to action are requests to fill out online forms, including quote forms, make an online purchase, email, or pick up the phone. Online forms help to capture emails, phone numbers and other contact information of prospects. A clear call to action leads the customer smoothly onto the next step to connect with you.
Web savvy visitors have become hesitant to offer up emails or other contact information readily. Offering an item of value for free in exchange for emails or phone numbers is a great way to be able to follow up with interested customers. Some of the free value added items to offer your customers are e-books, free consultations, free trials and discounts . The key is to create a truly valuable item that your customer benefits from. Offering a download of a one page Top 10 list from your industry and calling it an e-book is not an authentic way to begin a trusting, long lasting business relationship— make sure you are giving value. Be careful not to ask for too much information from them. If you plan to send emails capture their name and email, don’t try and get their snail mail address just in case you need it in the future. The less information a visitor has to fill in the better.
What calls to action can you add to your website?
What can you say or offer to entice visitors to leave an email, call, or fill out a form?
Company blogs serve as an outlet to post new information about products and services. They also help to educate prospects and customers about how your product or service can help them and they can recognize the value your company offers to them. Blogs can give updates to warranty information, announce new products, company press releases, samples of completed work, customer case studies and industry news. Adding a blog to your company website demonstrates your leadership in the industry and assists with search engine optimization. Consistent blog posts show search bots that your website has current information that should be indexed. Every time you update your site or blog you increase visibility to search engines.
What can you write about that will include your keywords within the context of your blog?:
6. Landing Pages
To highlight a special promotion, product, or service, create a landing page with a strong call to action. Landing pages are stripped down versions of your website that focus on the service or product you are promoting and that promotion only. The page should offer quick bullet information about the item being promoted. Include your logo, a form to complete the purchase of the promotion or a form that gathers information and has a follow up to the customer such as a free download. Landing pages have unique URLSs and are usually associated with a specific email, advertising, or internet marketing campaign. Landing pages can be tied directly to each media used in a campaign. This helps to provide data on what marketing methods received the most activity. You can then use this data for choosing the same or similar marketing methods for future campaigns. The unique URL’s make it easy to check analytics nd gather all kinds of information.
What information is of interest to your website visitors?
What can you offer in exchange for their contact information?
7. E-Mail Marketing
By now you have probably figured out what you will be doing with all of the emails you are capturing. That’s right, email marketing campaigns! There are a variety of ways to stay connected with your customers when you have their email. You can send individual personal emails, weekly or monthly e-blasts or e-newsletters that offer discounts, product updates, etc. You can also create automated emails when visitors perform a specific action on your site. Emails can also be formulated to send at specific times along the sales chain. Creating a process that responds intuitively to customer inquiries serves the customer quickly and makes efficient use of everyone’s time.
How will you use the email addresses you capture? (e-newsletters, send coupons/discount, etc.)
Another large component of internet marketing for small business is social media marketing for small business. When fed well and frequently, social media marketing campaigns can drive visitors to your website. Set your intentions and be conscious of how your internet marketing will boost you company brand and sales. If you have question or need help getting an inbound marketing campaign going, please give us a call. If you are interested in getting more of these detailed small business marketing tips be sure to check our workbook format e-book Mastering the Art of Marketing for Small Business for 2015.