60% of the buyer’s journey is complete before Sales gets involved.
In other words, more than 2/3 of what a potential customer decides about your business today is established via Marketing efforts – before an actual interaction with you or your team.
Are you marketing your business in a way that resonates with your target audience?
Unless your answer’s a resounding “Yes!”, it’s time to consider some drastic changes to your marketing strategy – and fast.
In this blog, you’ll learn how the SMarketeering Strategy can help boost your business’ brand awareness, increase traffic to your website, and exceed revenue goals.
Brand awareness gets you noticed
In a world with so much noise, how do you stand out from the crowd? I’m sure you’ve heard that it’s close to impossible. If you thought of it, others have too. They tried it and failed at it. It is simply too hard! Or is it?
A lot of businesses complicate things by trying to be perfect, flawless, automatic – in other words, not human. Customers notice these things a mile away, and last we checked, all of us are doing business with other human beings. These imperfect, emotional, biased, irrational, judgmental beings.
Offended yet? Good, you should be. Maybe now you can show the world what you’re really about. Breathe life and soul into your business. Give it a personality. Some traits. People are attracted to what they can relate to, and these people will be loyal followers, evangelists of your brand, your customers.
Be Fearlessly Authentic
We’re talking less perfection, more authenticity. Here’s a great quote on the subject:
Authenticity requires a certain measure of vulnerability, transparency, and integrity.Janet Louise Stephenson
You can’t be perfect. None of us are, and it’s absolutely okay. Accept it. Cherish it. Let your imperfections guide you. They hold the key to marketing your business successfully.
Focus on your own set of attributes. The good, the bad, and the ugly. Incorporate them into your brand. Be quirky in your own special way. Your secret sauce is you. Be flawsome!
Let Profound Originality Shine
Companies attempt to do marketing by copying successful companies.
You know who you are.
Some of the time it works out (by pure luck and usually short-lived) but mostly it does not. You simply don’t have the resources, capital, and most importantly, the personality that they do.
Great news, again.
You don’t need to. You need to be who you are because that’s what your customers want. Disagree?
If they wanted the everyone-knows-about-them competitor, they would’ve gone there already. They are tired of the same old same. So, why on earth are you copying what your potential customers openly declined?
Find out what makes you special. Write down features & benefits of doing business with you – not your competition. Write down your originality then share it with the world. Incorporate it into everything you do to market your company. Make it a theme. Your theme.
Note: Stick with it until the right customers notice, and they will, then deliver on your promise, your way.
Use the Currency of Trust
Of course, we’re talking about Transparency.
Don’t lie to your customers. We know. You’d never. Don’t you dare be dishonest either. Customers are not oblivious. A lot of businesses run marketing this way. Disgusting!
Exaggeration. Embellishments. At the end of the day, flat out lies. Don’t do it, no matter if your competitors are.
Instead of following in their footsteps, why don’t you write a blog about what is going on in your industry? Expose the truth. Be transparent. You’ll only attract the right type of audience and kill some competition along the way.
Start Writing, No Matter What
In the early days of marketing, everyone wrote for quantity. The more you write, the more Google had to crawl, the higher the chances of ranking first.
Then Google updates their algorithm and everyone adjusts their strategy to writing higher quality content instead. The better the quality, the more people visit the page, and Google places you on Page 1.
Which way is the right way?
Is it Quality or Quantity?
There’s no right or wrong answer, but one rule you must obey above all: write for your audience, not for a robot crawling your page.
If you can spit out quality content on a whim, good for you. Keep it up! Never stop writing. The rest of the world longs for it.
If, however, you are posting short blogs that aren’t getting traction, chances are, you’re either writing what’s already out there, just worded differently, or you’re not writing enough.
Put yourself in your customers shoes.
What do they want to know? What are the types of questions you are answering often? Can you write an in-depth blog about it?
The goal is to write, and keep writing. You need both quality and quantity, indefinitely. We live in an ever-changing world, and you must adapt to these changes or offer your readers something in return. Most readers long for knowledge. Give it to them. Teach the world something new. If it’s not new, why waste everyone’s time?
The Right Keywords Matter
If you’re a business trying to apply the latest marketing techniques to gain website visitors, you’ve probably heard about keywords by now.
If you’re ranking for the wrong keywords and getting a lot of traffic, it’s not going to do you any good. You need to rank for the right keywords so you can go after your target audience.
How to find the right keywords in your industry
My favorite technique, and also free, is by using Google search.
Step 1: Type in the keyword that you’d use to find the products/services you’re selling
Step 2: Scroll to the bottom of Google to a section called “Searches related to”. The suggestions listed are what we in Digital Marketing world call LSI Keywords. Make sure to use some of them on your website.
Step 3: Look for like-keywords and many others that you can then incorporate across your pages in an organic manner. (don’t attempt to keyword stuff, Google knows better and will punish you if you try)
Don’t forget your headings
When writing a blog or creating a page, you need to pay close attention to headings. Why? Because they tell Google what your pages are about.
How many headings and which are important?
There are a total of 6 headings: h1, h2, h3, h4, h5, and h6.
Your title of any page should always be designated with an h1 heading. This is the most important heading. It is actually recommended that you put your main keyword you’re trying to rank for into this heading.
There can also only be one h1 tag, no more. Don’t make the mistake of using it multiple times, again, Google will deduct some points from you.
As for the other headings, you can use them more than one time because they help give your content structure.
Note: Make sure to use them in order. An h2 cannot be a subcategory of h3. Think of headings as document outlines.
Create topic clusters
If you have a page that can reference another page on your website, make sure to link the pages together with what Marketing pros call an ‘internal link’.
In short, create a link from one page to the other, and do the same thing on the other page as well. This way you’re telling Google that the pages are related and a reader will find the information on both pages relevant. Thus, decreasing chances of a back-out session (aka. bounce).
So, how do you turn all this into profit?
Set goals then grind at the level that it takes to generate revenue.
This isn’t easy. If it was, we’d all have a successful business to market to the world.
You’ve surely heard it before. SMART Goals. Specific, Measurable, Achievable, Relevant, and Timely. This means the goals are set numbers that are specific and realistic enough for you to care about to put your mind to achieving them.
What to measure?
Let’s focus on the top metrics you can and need to measure without paying for digital marketing tools or professionals. We’ve dissected them for easy absorption.
- Website Sessions
- Page Views per Session
- Bounce Rate
- Average Time on Page
- Exit Rate
SEM (Google Ads & Bing Ads)
- Quality Score
- Average Position
- Cost per Conversion
- Search Lost IS (rank)
- Search Lost IS (budget)
E-mail Marketing (Constant Contact)
- Open Rate
- Click Rate
- Contacts Lost
- Social Posts
When you start out, you won’t be able to set goals, unless you did a ton of research on your industry, and even then it’s an educated guess at best.
What you need to do is set an action plan in motion from Day 1.
How do you measure and set goals?
You can’t measure what you don’t have. In order to be successful, you just need to start collecting data.
Collect data for 1 day, then move to the next, until you hit a week. Then keep moving until you hit week 2, then a month, quarter, and finally, a year.
The important part here are incremental improvements, trends, and events.
Most of the statistics are provided with whatever tool you’re using, but one other thing you have to make sure to keep track of our events.
An eventful year is a good year
Events are things you did to improve your small business marketing footprint.
Did you write a blog? Make sure to notate when and the goal it was trying to accomplish. Then look at the statistics over time to gauge how you did.
You need to do this for all things you do. Big and small and everything in between.
It’s really nice, at the end of a set period, to say: I had 50 events, this is what they were, this is why I did them, and the data tells me yay or nay.
Forecasting done right.
Implement the SMarketeering Strategy as soon as you can and get going. There’s no time to waste. You need to set the foundation for success before you can start building on it.
In the next few posts, we’ll dig even deeper into metrics, what tools to use, how to track and measure, and some of our favorite topics like marketing automation for small businesses and how to write compelling ad copy.
If you are left with questions – let us know in the comments section below. Make sure to hit that subscribe button to keep up with the latest Marketing tips & tricks.
Thanks for reading, and we’ll talk to you soon!