You’ve heard all the online marketing buzz terms: social media marketing, search engine optimization (SEO), content marketing…and you’re ready to jump on board. You’ve heard about the results that other companies are getting using the internet and you’re ready to start using all the online marketing tools to market your company.
But are you really ready?
The world of internet marketing is not as intimidating as it seems, but it is an unknown that won’t yield results if you blindly jump in. On top of that, it’s also always evolving and changing as technology advances. So where do you start? We’ve compiled a list of some of the top tips we’d give to anyone ready to start using these valuable tools—in fact, we’ve given them to our own rookie clients.
Know what you want to achieve.
Don’t jump into online marketing without a goal. Your goals could include increase website traffic, online conversions, customer engagement…your goal is specific to your business. Once you’ve set your goals, create a calendar that matches your promotions and audience.
Target your efforts.
Online marketing is all about starting a conversation with your audience. Know who you’re talking to, and how they want you to talk with them. Select a voice that fits the demographic of your audience and your industry, and use that voice in all of your materials. Next, choose the online channels where your audience converses so you don’t waste your time throwing a million proverbial darts without hitting very much of the target.
Don’t treat online customer service different than in-person service.
If someone comes into your store, or calls you on the phone, you answer their questions promptly and courteously. Treat the service you deliver from your website and social media the same way, and follow these six rules for delivering excellent customer service.
PLEASE integrate all your marketing.
Online marketing may be the big unknown, but it’s not a stand-alone effort. Treat your online marketing efforts like you (hopefully) are treating all your mail and radio ads: integrated with one consistent voice. For example, if you are putting together an ad for the local papers, post those same deals on social media. Don’t worry about your audience getting the information too much; today’s customers receive their information from different channels. Your job is to be on all those channels with coordinated information and one clear, consistent voice for optimal brand awareness.
You have to commit to online marketing, and stick to it.
Online marketing is a marathon, not a sprint. Once you jump into online marketing, expect to allocate time to writing quality content, scheduling strategic social media posts, answering messages, and locating high impact images. Online marketing results occur from regular work, so don’t give up. If you don’t have time to keep up, outsource your efforts and give the company the necessary information they need to market your business.
Don’t use social media and content marketing as another advertising space.
You don’t get results in online marketing like you do in advertising. Internet marketing is more subtle. You’re trying to build trust, and you’re not going to get that by screaming at them. Instead, entertain them (if appropriate). Build a relationship with them. Give them information. Answer the questions they ask on the phone and in person. Provide customer service.
You don’t have to do it all.
There’s no shame or blame in handing your online marketing efforts over to the professionals. Contact a company that can supplement or manage all your online marketing efforts. Use our do’s and don’ts of outsourcing to get the most out of your marketing company—and to achieve the online marketing results you’re always hearing about.