Here we go on another extremely beneficial post for you business owners! Today we’re going to talk about marketing; oh yes how fun right?
While most business owners will fail because they lack the vision necessary to see the potential there is in investing in marketing. A lot of smaller business owners are going to stay small forever because they simply don’t think they need to have a marketing budget. This post should stop this way of thinking for some of you that are still accustomed to thinking this way. Marketing is how customers find your business. It’s how they actually find out who you are and put a name to the product or service you offer. So with no marketing at all, no one would ever find you unless you are physically located in an area with a high flow of traffic. For most businesses this isn’t the case. For those businesses that can actually go for acquiring more customers, this post will knock your socks off.
Alright Let’s Get Into Some Marketing Talk!
Marketing isn’t only restricted to print, radio and TV. There’s a lot more to it than just those things. For example, there’s something called inbound marketing. This is a form of marketing online where your company can write a great piece of content, drive traffic to it, and hope that some of the people who read it will buy from you. This form of marketing is extremely effective for specifically product-based businesses. This is only one form of internet marketing, and it’s really targeted. Print, radio and TV ads are all not targeted as much as some forms of online marketing, and on top of that, they’re more expensive! So why would a company even invest in the offline stuff? Well, it’s important for one thing – branding. Getting your logo and other branding materials nationally recognized is the first step to getting a successful national outreach. This is due to psychological imprints of familiarity and trust for those brands. So the next time, or the first time, someone needs the product, they buy from the brand of which they are familiar. Makes sense right? This would be the ONLY reason to invest in offline marketing.
Try Marketing Online
Internet marketing on the other hand, is used more commonly by small businesses everywhere. The reason for this is due to the extremely low costs per impression or interaction. The fact that almost every person in the United States is on the internet dozens of times per day doesn’t hurt it either. Do you think this is the same for phone books or other print material? No way! The only thing that is actually similar is the fact that people are listening to the radio and watching TV multiple times daily. But here’s a major difference:
Although TV and radio ads can be targeted in a way, it’s nothing compared to internet marketing. TV ads can only be targeted to the point of which channels you decide to show your ads on and what times you do so. The same with radio, you can target people listening to certain stations, but they aren’t necessarily “looking” for your products or services at the time they see or hear your ad.
The Big Companies Do It, Why Shouldn’t You?
So with internet, this is quite the contrary. Your marketing dollars are only used to put your ads or content in front of people who are actually searching for someone to buy the product or service from! This is a major break-through in the marketing world. This means a significant decrease in wasted marketing budgets all over the world. The internet is available everywhere, and fortune 500 companies are using these forms of marketing to their advantage on the daily. What needs to happen, is a realization of these facts by small business owners all over the United States. There’s a poison going around in the business world and it’s not pretty. Business owners are afraid to even start these implementing these forms of marketing online because they don’t fully believe in it yet.
The truth is, a marketing budget used online can stretch much further than any form of offline marketing. For instance, there is a very unique form of marketing called SEO, or search engine optimization. This is a technique that allows a website to rank #1 on search engines like Google, Yahoo, or Bing for keywords that a lot of people are searching every month. So for example, if you’re a locksmith in manhattan, then keywords you’d probably want your website to rank for are “locksmith manhattan” or “manhattan locksmiths”. This literally means that anyone who’s currently looking for a locksmith in Manhattan are going to find you first! The power in that is insanely underrated. Finding you first means they already are familiar with you, just like what I was saying earlier about the familiarity concept behind offline marketing. This brings you the best of both worlds. SEO is used by almost every successful company today.
Optimize Your Website
Optimizing your website for search engines is the key to success online. This puts you in front of every potential customer there is on Google. Usually it takes just about 100 more visits per month on a business website for any given company to convert 3-5 customers. So if the keyword was bringing in 1000 searches on Google per month in our area, then you can expect a conversion of about 30-50 more customers per month. This should hit hard for you smaller business owners that think twice about investing in marketing. Think again. You can stretch any small budget you think you can scrounge up to your specific needs. For most of you, search engine optimization will be the game changer you’re business needs.
A lot of people think there’s a “secret to business success”, but sorry, that’s a myth. It’s as simple as getting yourself in front of your customers when they are looking for you. This means optimizing a website, or listing yourself online in business directories. A company we have worked with in the past that has done a great job is Digital Dynasty. We didn’t even get the chance to get into social media marketing! That’s another game changer for businesses all over the world. There are 4 billion social media users in the world. That’s more than half of the humans on earth. But that’s for another post ;).