Technology has changed buyer behaviour forever. Today, more than 90% of people make the internet their first port of call when looking to find a solution to their problem. And they’re carrying out searches on a number of different platforms from mobile handsets to tablets, laptops and desktops (or in some cases, wearable technology).
What visitors see and experience on your website and across your social media presence will make an impact on how they perceive your company, products or services and determine whether they book, engage or buy from you or not. For many it’s the window into your world and their online experience will reflect how they feel about your total business. That’s why if you want to succeed in the offline world you still need a strong online presence.
But firstly they need to find you and if they can’t find you then they’ll look elsewhere and you could be missing out on that massive potential audience without even knowing it.
So it’s critical that you take stock of your current marketing strategy. Traditional marketing services are being superseded by digital services, There is a time and place for each and the rate of this digital migration varies within different market sectors but remember more than 60% of the UK population now own a smartphone and that number will increase quickly.
To be successful means taking the parts of traditional marketing practices that still work for you and supplementing your marketing strategy with digital marketing techniques such as inbound marketing and content marketing supported by social media, video, mobile marketing, and PPC advertising.
It’s no longer acceptable to spend time and resource on marketing activities that are not delivering or cannot be measured. When you’re looking at putting together next years marketing budget consider carefully whether you need to attend that same old tradeshows, renew those print ads or carry out those bulk mailings.
If you’re still not convinced why don’t you take some of that budget and run a few pilot programmes. Your online analytics will help you monitor and track progress.
To get started, follow this five stage process:
- Start with a blog. Blogging on a regular basis keeps your audience up to date with what’s going on in your world, provides an opportunity to increase search rankings and offers a way to keep your customers and prospects entertained.
- Make sure your web content is focussed on your customers and explains how you can help solve their problems. Check to see if the words and phrases you use on your web pages match up to the search terms people are using.
- Make it easy for people to share your content by adding social share icons to your web pages.
- Use the free tools Google provide to help people find you. Create a Google+ account, sign up for Google My Business, register for Google Authorship and check out how you can add rich snippets to your web pages.
- Don’t forget your mobile audience. By monitoring your Google Analytics reports you’ll be able to see the number of people visiting your site from a mobile device or tablet. Check the trend and if it’s growing, consider getting your website redesigned for mobile visitors via a responsive web design.
If you need any help with your selling process as you move towards the digital world, get in touch. Contact us today on 01803 413481 or email [email protected]