1. Search Marketing (Google, Bing)Afterhshock Digital Marketing

Search Marketing uses sites such as Google and Bing to target local customers. For example, if you own a small clothing company that is located in the heart of Downtown Phoenix and you want to attract nearby customers, then search marketing will be of great use to you. Not only does it narrow down your search to a specific geographic area, but it goes as far as targeting people within a specific mile radius around your business. This allows you to specifically target the people who are searching for clothes within that mile radius that you previously set. For businesses of greater size, you can target cities and the areas that bring you the most business. You, as a business owner, have the opportunity to reach out to people in any area. The possibility for new customers is endless, if you integrate search marketing into your business.

  1.     Social Media

Social Media has often been called the next big thing and it’s true! This is because everyone, including your competitors, are most likely already on various social media platforms. It’s a great way to increase exposure and visibility because it’s so prevalent in everyday life. In fact, 50% of Facebook users are on the site multiple times a day*. This is a huge market that is untapped if your business is not active on social media!

Social Media platforms are essentially communication channels that allow you to easily connect and communicate with current and potential clients. By posting, liking, and being active and present on newsfeeds, your business can generate new leads because new clients may discover you simply by scrolling through their Facebook or Instagram.This adds a more humanized element to your marketing plan, which leads to higher conversion rates. You can also see exactly how your customers feel about your business because people tend to be more honest online. Being active on social media can also be a way to prove to search engines that your business is legitimate, which helps with SEO. What’s SEO? Continue reading!

  1.   SEO

So how would Search Engine Optimization, or SEO, help your business grow new customers? SEO is simply the most cost-effective way to market to those who are already searching for similar products and services that your company provides. SEO is extremely effective because it helps to secure one of the top positions on search engine result pages, which then increases traffic. The way it works is that you choose specific keywords that fit your company’s products and services. Then, these keywords help potential customers search and find your company easier. For example, if you own a clothing store popular search keywords would probably be things like dresses, scarves, shoes, etc. We would use these keywords on Google and Bing to drive traffic to your business and to then have your company appear as one of the top results on search pages. SEO is a great way to give your business a stronger presence, which in turn will bring new customers.

   4.     Directory Consolidation

It’s extremely important that all your business information, such as your address, hours of operation, phone number, etc. is the same on all search engines. If not, it’s very confusing for your customers. Imagine if Bing says your business is open on Mondays, when it’s actually closed. This can lead to angry customers who show up only to be greeted by a “Closed” sign. Now it may sound tedious to check every single site, but have no fear! There are certain tools that can seamlessly consolidate all of your business information in a timely manner!

  1.   Display Advertising- Google Display/ Facebook

As mentioned before, people spend a lot of time online, especially on sites such as Google or Facebook. With display advertising, you can actually advertise your business on these sites with creative and strategic ads! One of the main benefits of display advertising is that it’s relatively inexpensive and very reasonable for small business owners. You can tailor your online ad campaign for as long as you need. Display advertising also offers geo-targeting, which allows you to target specific markets based on their location. For example, you can advertise your dentist office to people who live within 5 miles. You can also target people based on specific demographics such as sex or age.

Display advertising is also very easy to track. You can get updates on how your ad campaigns are performing. From there, if an ad is not doing too hot, it’s very easy to adjust, which makes it a great method to testing new marketing strategies. This feedback allows your company to have a more successful marketing experience. Display advertising is a great way to stay relevant without breaking the bank. 

  1.       Analytics: Google Analytics, Facebook Insights

Google Analytics can show you so much more than just how many people visited your site. It can show you how long they stayed on the website, what the user did while they were there, what pages they visited, and what time of the day they visited. Google Analytics also tells you which pages perform the best, and which pages don’t appeal to users and cause them to leave your site. This is extremely helpful because this lets you know what works and what doesn’t and allows you to modify your pages to get the best results possible. Google Analytics also reports what geographic location that user came from and what language they speak, so you can tailor your ads and pages to a specific target group.  

Another key feature of Google Analytics is that is shows you how the user arrived to your site. Did they use a search engine such as Google or Yahoo, social media, another website, or did they specifically type your website address? This is important to know because it shows you if your ad campaigns are driving traffic to your site. This helps to create a more effective ad campaign because you can use this information to target the right people and to tweak your ads so they perform better.

Facebook Insights is similar to Google Analytics because it also provides feedback. On Facebook, you get an overview of what’s happening on your page. This feedback shows you any activity on your recent posts, the post reach, and any likes. This is extremely useful because it shows you how your audience is reacting to your content and helps to show what ads work and what ads don’t, which allows you to adjust accordingly. Both Facebook Insights and Google Analytics have so many helpful resources to help run a successful campaign that every business, small or big, should integrate it into their current marketing plan.

  1.  Email Marketing.

The best and most effective way to use Email marketing is to target customers who have already used your product or service. This helps to produce loyal customers who will purchase your product again. When it comes to Email marketing, the frequency of your emails is very important.  For example, you might want to create a multiple email strategy that features a coupon or promotion that can help to generate return customers. How often should you send these emails out? If you send them too frequently, you could potentially bombard your customers and drive them away, but, on the other hand, sending out too little emails is not effective. So, it’s key to find a happy medium make sure that you’re present, but not overwhelming.  In some email marketing campaigns, you will need to send your customers to your website. It’s important to include a separate page for that email so you can track the results and see how many people clicked the link and went to your website. This helps to monitor how productive your campaign is. Using Google Analytics is best for this marketing tool.

  1.     Website Design and Development

Having a website for your business is crucial in order to survive in this digital world. It’s almost as if you don’t exist without one. That being said, it’s important to have a website that’s not only easy to manage, but also visually appealing and attractive.

First impressions matter. Your website is a representation of your company, so it’s important that it looks good. Having a professional design your website not only ensures this, but also eliminates the hassle of you having to do this yourself! A good design will increase sales. Have you ever gone to a website and found it impossible to find what you’re looking for? It’s extremely frustrating and time consuming! If your site looks great and is easy to navigate, visitors are going to stay and potentially buy what you’re selling. If not, they’ll probably move on to your competitor. A web designer can eliminate this and help you not only keep your customers, but attract new ones! They are also always up to date. You may be an expert in your line of work, but probably not in web design. There are amazing things you can do on your website that you may not know about, but a professional will! So, in order to have a killer website and reap in its benefits, a good designer is necessary.

  1.     Text Marketing

With the number of mobile phone users projected to reach 5 billion by 2018, SMS marketing is a great way to reach customers, that’s also earth friendly. When it comes to instant communication, text marketing is a clear winner. A study showed that 79% of smartphone users check their phones within 15 minutes of waking up. Phone users have their devices on them most, if not all the time. Users can choose what type of information they want sent to their phones from businesses. Businesses can send them promotions, discounts, or any new items your business might have. Text marketing not only saves money, but it saves time as well. A quick response time takes only seconds whereas mail marketing could take days or weeks, and we all know that time is money!

  1.   Video Marketing

Video marketing is another great way to sell yourself. With videos, it’s possible to broadcast a lot of information in a short amount of time, not to mention it’s very inexpensive. YouTube is a huge video platform that you can post your business’s videos on. 78% of people watch at least one video of YouTube every week. Your video could be one of these!  YouTube also provides behavior analytics which, as you now know, are very valuable. Another benefit to video marketing is that viewers find them credible. 48% of shoppers say they trust online video ads and 34% of consumers say they are more likely to purchase after viewing one. This is because videos put a human aspect to your company and help viewers feel like they’re getting to know your brand. Videos are also easily accessible and sharable. Viewers can easily access them from their desktops or mobile phones and then share them to social media. This compatibility makes it easy to have a united marketing front and helps to increase exposure. With all of its benefits and low cost, video marketing is essential in growing your business digitally.  

*source http://www.digitalinformationworld.com/2015/03/daily-time-spent-on-social-networks-and-visit-frequency-by-platform-infographic.html

Written by – Amy Pope and Emily Dominguez