What’s the number one problem facing UK businesses today?
It’s how to get more customers online. The internet is now the primary source for customers to find out about your new business, so, your marketing matters!
Most people who start a business have a passion for what they do and do it very well; a carpenter is an expert in wood work, a florist is excellent at creating beautiful bouquets. But, when you started your business, I bet no-one told you that in order for you to find new customers, you had to be an expert in on line marketing!
Back in the day we could run weekly adverts in the local newspaper, be listed with BT and directory enquiries. But let’s be fair – that took 5 minutes to organise! 2015’s new business approach is way more sophisticated.
Effective Online Marketing
2015 requires online marketing. In order to get ahead of your competitors you need to get savvy. You need to realise that by having a strong website presence displays not only that you are a professional company, but that you can market (advertise for you old school dudes!) your product to people who already looking for what you sell AND by using social media platforms (setting up a page specifically for your business) such as Facebook, Twitter, LinkedIn, Google+; you can actually target specific people by their interests or job title!
Maybe you want to sell a product to horse lovers, there are 576,211 people on Facebook who have expressed an interest in horses. When creating your Facebook page you can target all of these people! Now don’t get too overwhelmed by this because Facebook does all the hard work for you, all you need to do is select your audience (your potential customers) in the relevant drop down box.
You can also place a link on your social media page that takes them to your website. But, don’t forget about all the other people out there, the people like you and I, who randomly search for a company to provide an answer to their problem.
Last month 326,234 people search Google for ‘a cure for asthma’. 62,525 people searched for their ‘local hair dressers’. People are ALWAYS searching the internet with a broad search term. ‘Dentist in Buckingham’, Plumber in Leeds’.
Now, Im not going to lie here. To get this done in a way that will get you ranking in the first page or two of Google, unless you’re a complete techie, you need an expert (kandeshop.com). Ive set up a couple of websites, which apart from the stress of what to put where, I haven’t ranked anywhere near the first page or two! What the website companies don’t tell you, is that you need to have great SEO throughout your website. What’s SEO I hear you cry!!??
SEO is a whole other ball game. It stands for Search Engine Optimisation. What this means is that in order for Google too rank your website ‘professional’ enough to list your company on their first page or two, you need to have the correct format and word association on your website ! Yep, it’s a whole new world. There is a specific art to this, and unfortunately, is a revolving learning curve too, as Google are forever changing the way things have to be done.
Now, you may be feeling slightly disheartened. More expense on top of your business set up costs. I know, its rubbish, BUT, if you’re 100% dedicated to making your business a success this is an investment that will pay for itself 100 times over, hopefully 1000’s times over! And the unfortunate fact is, that if people don’t find you in the internet, they won’t be buying your products or services, which means that your business could fail, and failure is not an option, right?
So, that’s the way to set up marketing your new business. As your business grows you may want to invest in other ways of online marketing…and some of them are pretty cool!
With ‘old school’ advertising, you would be paying out hundreds of pounds a week for an advert in the local newspaper. There was no way around that. With online advertising you only pay for people that click on your advert! Fab as it’s so cost affective! You create an advert for your business using GOOGLE ADS. Your customer randomly searches for your product or service. At the top and bottom of the internet listings, you will see two or three companies related to what you have searched for. The great thing about this is that people are more likely to contact you if you are in the top three companies!. When your prospective customer clicks on your link, you pay. Simples!
Common sense tells us that it’s easier to get someone to your website than to actually get them to buy from you! A clever little trick that I have recently discovered is something called RE-MARKETING. It works by placing a cookie (a techie term whereby the computer remembers that you have visited that particular site, a bit like a bookmark) on the people’s computers that didn’t buy from you. By using that cookie, a classy professional advert for your company will be shown on other websites that your prospective customer visits…even if its not related to your company! That’s hundreds of thousands of google websites and their partner sites. It feels like you are following them around the internet world, reminding them of YOUR Company! Now that it soo very cool!!!
However, there is a big BUT. You will have to invest in an expert (kandeshop.com). Money well invested in my opinion! What price would you put on such a fantastically modern, technological method of advertising? Thousands hey? Well, that all depends on who you go to! Remember, whatever company you use, individuality is the key to making your new business stand out. If you’re being contacted by people from a great big yellow book about having a website with them because they are a well-known company, check that your website doesn’t look like every other company they’ve sold to! Check that they are giving you a personal service, advertising your company how YOU want it to be. Make sure that YOU OWN your website out right. Lots of people get hooked that because they pay a monthly fee for their website, that its belongs to them! Err nope, if you stop paying say bye bye to your website…and your customers!!
Marketing your company is such an important part of being successful. But…don’t pay the earth to reach the world