The world of digital marketing is ever changing. New ideas and ways to engage and reach prospective clients are being developed, tested, and proven every single day.
Trying to maintain a business can be incredibly difficult as it is. Having to set time aside to market your business – if you don’t have the money to outsource it – can be daunting, especially if you aren’t exactly sure where to start.
Need some marketing tips? Here’s a quick one – do like me: start blogging.
Marketing Tip #1
Blogging – You won’t believe how relevant and important these 5 things will be for your business!
You’ve seen them. You’ve clicked them. You may or may not have enjoyed reading them, but they got you. Clickbait titles for online articles are widespread on the internet. Whether it’s a “you won’t believe what happens next”, “10 reasons to quit smoking” or “the greatest advice you will ever read” you are bound to find one or two that pique your interest.
These titles often play on our emotion, natural curiosity, and/or our ability to digest listed information (more on that in a bit).
You also may have noticed the title of this blog. (ha)
Imagine a joke without a punchline or a movie without a climax. Neither of those things sounds remotely gratifying because it is lacking completion. Emotional clickbait titles are all about the setup for the punchline and here are the ingredients:
- Emotional stimulation – “this video will make you cry”
- Hyperbole – “you won’t believe what happens next”
- Intrigue – “you’ll never guess…”
There is a reason why it is so widespread after all. For the most part, it works.
Emotional clickbait (when done right) can help you quickly build a large audience for your content. However, if done wrong it can damage the reputation of your brand and the reputation of the writer.
If you are thinking about using some emotional click bait as a title for your blog, here are some tips on how to get it right:
- Make sure that the title is relevant to the information within the article (and not misleading!)
- Don’t use emotional click bait for every blog you write.
- If the punchline isn’t in the title, make sure it’s
inthe blog. – Super Important
Despite the uncomfortable name, listicles have risen to prominence in the online arena over the last five years. Buzzfeed releases several listicles a day, and websites like Listverse are solely dedicated to them.
Top 10’s, 5 of the best, 7 weird and wonderful, 3 amazing, et cetera et cetera. Listicles do so well because of how it breaks down information. Top 10’s (and its variants) work on your desire to know what reigns supreme. Sharp readers might have already realised that they are reading a listicle right now.
Marketing Tip #2
Social Media – I need to use every single social media platform available for my business…right?
So you’ve got your business up on 15 different social media sites. Your enthusiasm to post is being driven by the delusional expectation of organic leads sliding into each of your respective Social DM’s. You manage about a week of consistent posting for all 15 no sweat.
Within a month you are just posting on Facebook.
Three months in and you are no longer doing social media for your business. Where are all those leads? Many new businesses have a shotgun approach to social media. Load as many channels, chamber all your best ideas and fire with the hope that the target will be struck.
When their expectations aren’t met, their enthusiasm drops. When their enthusiasm drops, their continued posting deteriorates. What really works best is understanding your audience. Knowing which social media channels they use and choosing to focus on just those channels can make a huge difference in engagement.
If you decide to go with the ole spray and pray method of marketing, you’ll find it to be a decent way to get high volume, low quality of leads through the door. The issue with this method arises when you get a client who is price shopping or expected half of your services to be complimentary.
Focusing, and targeting your social media efforts on the channels that provide you with the highest level of engagement is a wise choice. Doing this allows you to be more specific with your content, and it also puts less pressure on you to schedule and post on a ridiculous amount of platforms.
Marketing Tip #3
Websites – Now you mean serious business.
There are a lot of small businesses run by an individual who is doing just fine with a social media page. Creatives often find that displaying their work on visual platforms like Instagram provides them with enough monetary interest to justify running sans website.
However, if you are actively spending money to market your business, you probably aren’t doing it to stay on the scale you are currently running. Having a website lends credit to your businesses identity. It is also an opportunity to display your products and/or services in unique and appealing ways.
You can use your website as a target to funnel from any place on the internet with Google Adwords. You can even use your website in conjunction with popular social media platforms for more complex digital marketing techniques such as lead retargeting.
Of course, having a website doesn’t automatically give your business brownie points. If you have contracted a less than
Marketing Tip #4
Branding – Why it’s important to get your branding right.
This cannot be said enough.
It is absolutely vital that you get your businesses branding right. If having a website gives you credit, getting the branding right is cementing your authority as a legitimate business.
Getting a good designer to work on your business logo and branding is a good idea when starting a business. Skimping out on an online crowdsourcing job for your overall brand design can be risky, and it is often met with language barrier issues and cultural differences. The old saying, “you get what you pay for” couldn’t ring truer.
A good designer will work with you to create a logo and brand that not only resonates with you but also appeals to your target audience.
At the end of the day, your designer can only help you with the design. It will be up to you to continue to weave your brand across all facets of your business. You can ask your designer to create a style guide for you to follow or if you have some extra coin, a branding package.
Marketing Tip #5
You – Getting the most important part of your business right.
For brick and mortar businesses, all digital marketing efforts are made toward getting a lead through the door. What happens after that? Once a lead has been successfully convinced to walk through your doors, it’s up to you to convert and impress.
This means that you need to do the following:
- Appear approachable, both in person and online
- Present yourself in a way that is consistent with everything the lead has come to see from your business
- Provide the lead with an exceptional experience
- Solve any problems or issues the lead currently has and/or may come across
- Show genuine interest in leads and existing clients.
You may have noticed the last point is highlighted.
It’s done for good reason. Businesses are becoming more automated, losing its personal touch. If you are running a small business, you have an opportunity to provide your clients with a far more intimate and personal experience that larger businesses could only dream of.
Showing genuine interest in a client creates rapport. Things as simple as remembering a client’s name, recalling past conversations and going above and beyond to provide a client with value can leave a lasting impression. This creates a foundation for loyalty between the client and your business that will hopefully last for many years to come.
© Fitzpatrick Group 2017