What’s your online marketing philosophy and strategy, and how do you see it? Most businesses don’t have any strategy, but they should have. Tactical questions like, “How much money do I need to put into SEO?” or “Should I get a new website or work with the site I already have?” It can easily be answered when you have a powerful strategy in place. However, every small and large business is unique and needs a customized prescription; the core rules for effectiveness remain the same.
If you are really serious to boost your online marketing success and get more leads and sales from the website, you should:
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TRACK EVERYTHING AND MAKE DATA-DRIVEN DECISIONS
From small to big, everything on your website should be tracked. Only take dreams to win the game if you know the score. To see opportunities and problem areas your competitors can’t see, you need to capture a more accurate and granular piece of information about the performance and effectiveness of your marketing strategies (traditional and online advertising). It would help if you had a new marketing mantra: TRACK > TEST > TWEAK > REPEAT.
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YOUR WEBSITE IS NOT A BROCHURE; IT’S A VIRTUAL SALES REP
Too many business owners and agencies treat their websites as if they were digital brochures. Neither your website is a brochure nor a pamphlet; it’s a virtual sales rep and an economic engine competent for moving your business to a new level of growth. Unlike a sales rep, your site can’t ask you for a break for a higher-paying job. However, like a sales rep, your website is awesome when it’s closely measured and tracked, has a clear goal, and is managed. Your website is your beneficial and most valuable marketing asset. Make sure you are investing money into your website appropriately. Confirm always having the right team in charge of overseeing and managing it.
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MAXIMIZE YOUR ONLINE REAL ESTATE – STARTING WITH SEARCH ENGINE RESULTS
The website is a real estate game. To effectively market your business online, you should cost-effectively increase your Web “footprint.” You need to start by increasing your real estate in the search engine results because search engines are one of the few advertising platforms where you may cost-effectively bring your business straight in front of the folks with interest and intent. Every page of your site, social media sites, niche blog, business, industry directory, etc., is another piece of real estate competent for converting visitors into leads.
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CONTINUALLY OPTIMIZE YOUR VISIT-TO-SALE CONVERSION RATE
Do you want more Web traffic and leads? If you want, you need to continuously optimize your visit-to-sale conversion rate. The effectiveness of your company’s sales process allows you to have more marketing options. If all other things are equal (like average revenue per sale and gross margin), a company that converts twice as many Web hits into leads can afford to pay twice per visit. The more you can pay per click, the more chances you get to bid higher in the PPC listings and invest more into SEO – both of which result in more traffic and leads.
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ESTABLISH AND PROMOTE YOUR COMPANY AS THE AUTHORITY
Most companies with flying colors online set themselves up as the authority for what they perform in their respective markets. Over an extended period, there is no marketing substitute for trumping authentic authority. With “traditional media,” big brands have a great advantage because they can easily afford to “rent” an approach to target audiences from a few agencies that can handle it. This is now the case in the new media world of the web.
Businesses of all sizes and every type get the opportunity to set up their audience (something you can own as opposed to renting). You should generate great unique content to build an audience. So, you need content that delivers genuine value to your target market. If you want to become an authority, you will focus on your customers instead of your competitors. Make your mind about who needs your services or product, offer your best, and stay out of the middle (stay away from mediocrity like the plague). Either you can win by serving hot tea, or you can win by serving iced tea, but you can’t win by serving lukewarm tea!
Contact us to learn more about A One Sol’s approach to online marketing and how we can help you measure your online marketing performance.
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