- Effective website design
Today, it gets easy for anyone to quickly set up a low-cost, professional-looking website (or brochure website). Brochure sites are flooding the web by the tens of thousands every day. One of the first things you see on those sites is the common introduction with many overused phrases like: "We are the leading company…" or "We are #1 in our industry…", etc.
Importantly, that type of content is not the type of information that today’s customers are looking for when they first arrive at a provider's website. Right off the bat, people want to know what your services are, what past customers are saying about you (including those on your Google Reviews page), and what other key factors differentiate you and your services. They want to know how your company can fill their needs or solve their problems. Only when they feel comfortable with that will they read further into your company information.
With that in mind, we know that to build an effective website you need an experienced web designer who can help you prepare the design and features that will interest your target audience in the first 10 seconds on your site. Otherwise, all the marketing dollars spent driving visitors to your website will not maximize its return on investment.
It’s also important to note that more and more consumers are using mobile devices to access the internet; and, as the screen size of their computing device gets smaller, their attention span gets shorter. Optimizing your site to communicate effectively (and load fast) is clearly a critical factor to your website marketing success.
- Search Engine Optimization (SEO) and Marketing
Today, the majority of consumers use search engines to find information and providers. You can't afford to miss out on this opportunity to be front and center. Consumers expect to find a provider's business website online. If they don't see it when searching on Google.com or Bing.com, to them your business may not qualify as a legitimate provider.
In our years of digital marketing, we have seen a number of businesses that have had a website for many years, but in that time, they have never optimized it. This means that search engines can’t index it under the right category or rank it on Google's page one for customers to see quickly. In short, a business website that is not optimized for search engines is shutting its front door to most of their potential customers. This is why SEO is the second critical factor contributing to the success of your business website.
- Social Media Marketing
No matter whether your business is a B2C or B2B, you are still dealing with humans who will make decisions on purchases and providers. And, as humans, we like to socialize; thus, social media marketing is another pillar that should be in your digital marketing campaign.
Here are just a few things social media can do for you:
- It can help you communicate directly with your audience to address certain things which you might not be able to convey effectively by email.
- It can help you gain exposure and referrals through its social sharing platform.
- It can personalize your business and bring you closer to your customers.
In the past, successful business were the ones that "talked" the loudest to the customers (utilized their big budgets) on TV, radio, billboards, etc., but today successful businesses are the ones who "listen" most attentively to their customers. Social media is the tool successful businesses use to gain "FREE" customer feedback about their products and services. With this valuable feedback, the business can then make significant improvements very quickly.
Besides, people feel valued when a provider listens and genuinely considers their feedback. This action alone increases the respect (if not loyalty) customers have for the provider. Together, these are the dynamics that make social media marketing an important channel in your website marketing campaign.
- Content Marketing
It's not too difficult to set up a business website and customize the intro content to gain the interest of your visitors. But that's not enough to convince the customers to choose you among other providers like you. You need to take it a step further to demonstrate your expertise.
There is a saying: "If people like you, they will listen to you. If people trust you, they will do business with you." To gain the trust of your potential customers, you need to produce and share helpful content to demonstrate your expertise as well as your experience. That is content marketing, and sadly, very few businesses understand its importance to the success of website marketing or how to implement it.
Today, content marketing is THE way top-ranked businesses position themselves above their competition. Content marketing comes in a variety of styles and formats: text articles, videos, infographics, podcasts, etc. Depending on your industry, type of business and clientele, that will determine which type of content is your best investment. If you want to increase your chances of being included in the final round of a new customer’s selection process, content marketing is a must.
- Reputation Management
A good brand is important, but now, even more significant are online customer reviews about your business, products and services. According to a strong argument in the book called Absolute Value by Itamar Simonson and Emanuel Rosen, as we are approaching "nearly" perfect information in this digital age, brand becomes less important in how customers decide to purchase.
Today, two other factors that play substantial roles in consumers' decision making are past customers' reviews and other credible recommendations about a product or service. Even though these two factors are not 100% unbiased, they are more reliable in real time than an impression of a brand. And that is where reputation management plays an essential role in your business.
A few decades ago, ten unhappy customers might not have affected the bottom line of a business all that much. But today, ten negative reviews on Google, Facebook and Yelp will significantly affect your revenue. Also, besides being a great communication tool and content-sharing approach on the web, social media is also a customer’s megaphone to broadcast and share their experience. You already know that a bad customer experience travels multiple times faster than a good customer experience. Therefore, you need to manage your online business reputation carefully and continually to interrupt and resolve negative comments before they get out of hand on social media and review sites.
A true digital marketing agency is the one that knows how to use these five pillars to bring new customers to your door. At ProWeb365, we understand that your ultimate goal is to get new customers, rather than just having a professional website for them to look at.
In short, if you want positive results that address your business goal of winning more customers, call our Minnesota digital marketing firm today at (612) 590-8080. We look forward to helping you grow your business!