It’s no secret that one of the hardest things about starting a new business is marketing it to the masses. If you wish to generate a consistent stream of revenue, it’s crucial that your target audience knows about your brand and the products and services that it offers. Unfortunately, some startups never get to see their brands flourish due to weak marketing efforts on their part.
These days, marketing isn’t just about putting ads in newspapers or talking about your brand on the radio or TV. The Internet is by far one of the easiest and cost-effective ways of reaching out to the consumers and businesses that are likely to take an interest in your brand.
If you’re new to the world of digital marketing, don’t worry because this handy cheat sheet will tell you everything you need to know. Here’s how to get started:
Build a responsive website
For those of you that don’t know, a “responsive” website is one that allows your content to automatically adapt to different screen sizes and device types. By building a responsive site, you won’t have to worry about mobile users being unable to see what’s on your website pages.
It’s also vital from an SEO (search engine optimization) point of view. Search engines like Google will lower your site’s rank in their indices if it thinks your pages aren’t easily viewable by smartphones and tablet devices.
Optimize your content
When you’ve got a website whose layout works fine on both desktop and mobile screens, the next step is to optimize your content. There’s no point asking people to visit your website if there isn’t anything relevant and attention-grabbing on it!
In many cases, it makes sense to use SEO firms such as Excelsior Internet Marketing to take care of that side of things. Otherwise, you may be in for a steep learning curve when it comes to on-page optimization.
Find out more about people’s browsing habits
When you do get people visiting your website, you need to learn more about where they come from and why they visited your site. That information can help you determine what sorts of things interest them the most, and you can focus your marketing efforts on those products and services.
It makes sense to install Google Analytics code on your web pages. It’s easy to do, even if you use a content management system like WordPress. Plus, you can learn a plethora of information about your visitors from the Google Analytics console “dashboard”.
Another thing that may interest you is how your visitors interact with your pages. You will no doubt have “call to action” elements on your pages, such as “buy now” buttons or newsletter subscription forms.
Did you know that you can install some heat map software code on your pages to learn more about what people click or tap on the most? It gives website owners a useful insight into the parts of your site that interest your visitors. Plus, it can also direct you to any page elements that users have trouble selecting or are confused about.
Set up a PPC (pay-per-click) marketing campaign
Now that your website works well and you can see how visitors interact with your content, the next stage is to start paying for online advertising. The easiest route into that option is a with PPC marketing campaign.
In case you didn’t know, PPC advertising refers to the ads you see within the SERPs (search engine results pages). You’ll also see PPC ads on individual websites. By far the most widely used PPC advertising platform is Google AdWords. It’s also possible to pay for Bing Ads, but it makes sense to stick with Google given their market dominance.
There are many ways that you can use PPC advertising to your advertising. For example, you can:
- Use AdWords extensions such as “call now” buttons for mobile ad viewers;
- Add your products to Google Shopping;
- Create banner ads that get served on website publishers using the AdSense program.
Google AdWords is easily customizable, and there is plenty of online help both on Google’s site and elsewhere. You can set campaigns to target your audience according to their demographics, your budget, and you can even set specific ad display times and days.
Build a newsletter mailing list
Let’s face it; we aren’t going to browsing the web all the time! When we go online, some of our Internet activity gets taken up by reading and responding to email messages. With that in mind, it makes perfect sense to build a newsletter mailing list from your website.
You can invite site visitors to give you the name and email address for a variety of reasons, such as:
- Being the first to receive details of news and special promotional offers;
- Getting a weekly digest of tips and tricks for the products and services they use.
Of course, you can also use your mailing list to email details about new products and services that you wish to offer. The beauty of newsletter mailing lists is that you’ve got a ready-made target audience at your disposal.
Online platforms like MailChimp make it easy to construct beautiful email newsletters and track how people interact with them.
There are many other ways to drive people to your website and increase brand awareness. Another online marketing tool that you can add to your arsenal is social media. Platforms such as Facebook, Twitter, and Instagram get used by millions of people on a daily basis.
They provide excellent ways of attracting new people to your brand and the products and services that you offer. Plus, social media offers a modern way to interact with your customers and provide an excellent pre and after-sales service to them.
It’s free to set up social media accounts for businesses. You can also set up PPC advertising campaigns within them as well to gain more profile followers or direct people to your website.