This may be totally obvious, but have you ever thought about the purpose of your site other than offering basic business information? While there are many capabilities a site can and should have, it’s main purpose is to act as your “store front & receptionist”; meaning that it should be a beautiful representation of your brand, not only offering answers to basic questions about your business but able to prompt action. This is what we digital marketing folk refer to as “conversion.” A well-designed site should be built for converting those lookie-loos into customers.
There are endless keys to building a site for conversion-with the starting point being a clear offer of service, beautiful and appropriate design, and quick loading time (ever go to a site that takes more than 3 seconds to load? You left after 2, didn’t you?), and many others design musts. The next step is prompting sales or reservation. If you sell a product, your site should be designed with ecommerce ability. If you offer a service, a scheduling and reservation system will be invaluable to you. My suggestion, as always, is to leave one of your most important business vehicles in the hands of pros. It’s bias for me to say, but there’s enough on the plate of the business owners plate. I’d rather watch you eat the steak while I take care of the veggies.
2) Facebook Page
Normally I would categorize FB with Social Media but truly, a FB page is a must for any business. When it comes to Social Media marketing, deciding what platform is best to illustrate brand story and reach a desired audience always begins with objective and FB won’t always be the best choice for every business when it comes to the “social media” aspect of interacting with your customers on their platform. However, FB is important for any brand, sales, or lead campaign you run in the future and having a well “liked” page is optimal for success. Thus, you may not use a FB page for your social media efforts but it’s useful for brand awareness and possible ad campaigns or events. Bottom line, with approximately 768 million daily users, FB has the farthest reach to specified audiences. That’s good news for both your campaign reach and marketing dollar.
3) Social Media Platform
As you know, the process of branding requires identifying your “ideal customer” and how your brand interacts with him or her. Deciding what platform will have the most success reaching and interacting with your ideal customer comes down to three things things:
1. Who is your ideal customer?
2. How does your brand relate to their lifestyle?
3. Where do they spend their SM time and how can you best interact with them there?
Basically, once you identify your ideal customer and how they interact with your brand, you need only to find which SM platform will best reach them where they are.
It’s estimated that over half of businesses in the US are using blogs to share expertise and stay connected to their customers. Aside from many less-than-obvious benefits (like SEO ranking), this one is important for both attracting new customers and keeping customers loyal. If you’re able to offer beautiful, valuable, and useful content about your company, product, service, or industry on a consistent basis (even if it’s monthly), you will build credibility into your brand while building relationship with your customers. Think of it as a way to say “we’re friends and I appreciate you! So here’s a peek behind the scenes.” Not only will this help them feel more personally connected to you, but the more valuable your content- the more confident your customer. Think Apple (product). They strive to educate and relate to their customers in a way that had created a cultural movement. A confident, knowledgeable customer will be loyal. We buy because we emotionally relate and we stay loyal because we are knowledgeable of the brand we love. Kind of like dating, right? Content development is important. Don’t miss the opportunity to entice commitment.
5) Apps/Website Features
As previously mentioned, there are many additional functions your website can and should have to make your business as profitable as possible. An example of this is an app that helps you book and pay for you vacation or concert ticket. A website feature, like a scheduler, can help students of a dance studio see what’s available and book ahead of time- providing direct payment to instructor and assurance to student. Discuss with your digital marketing consultant how you want to interact with your customers online and they will help you decide what website features or apps may enhance the profitability of your business.
Thanks for reading!