This marks the concluding part of our two-part guide on getting more visitors or customers to your site using internet marketing tips.
Last week, we discussed how the right content and design can be used to attract more visitors and site goals. Remember, the aim of marketing is to drive engagement and leads; create content that entertains, educates, and helps readers solve problems.
Using Social Media.
Traditionally, to get your message in front of customers, you basically had to have the loudest voice. Buying front page or full page ads in the paper, getting a spot on radio at prime-time, or on a huge billboard in the city centre.
But now, social media has levelled the playing field. Through social media, the local florist has a voice and access to the same audience as any global brand. These days, prospects expect businesses to have some sort of social media presence. 7 out of 10 people say they are more likely to use a local business if it has information available on a social media platform.
Having your own branded channel also provides another platform to interact with, engage and solve any customer service issues. Before you go diving into mass social account creation, we advise you to draw up a marketing plan.
First off, what platforms do your prospects spend time on? What kind of content do they respond to? Do you have tools to measure interaction? Can you post content on multiple platforms?
For business owners who are short on time, we advocate the use of micro-content.
These are short posts optimised for social media posting. While these posts are short; their main role is to pique a visitors interest and lead them back to your site. This means the titles and images used must be attention-grabbing.
On Facebook and Twitter, you can use a snippet from a recently published blog post; it can also be links to another bloggers article that your followers will appreciate reading.
More social media tips include:
- Draw up a social media calendar to help you plan what kind of posts you’ll be creating and their posting schedule.
- Know the best times for user engagement on different platforms. This allows you deliver content that your prospects will actually see. Don’t let your message get lost in the over 500 million tweets sent everyday.
- Add images, charts, and gifs to your content. Images have been shown to produce 5x the amount of engagement on Twitter versus text only posts.
The use of email marketing solely as a complement to other forms of marketing is a severe case of underutilisation. When done right, email marketing consistently shows the best marketing ROI; on average for every £1 spent on email marketing, the average return is £32.11.
In marketing, it is eight times more effective to market to existing customers than it is to acquire new ones. When presented offers via email, consumers spend up to 138% more than people who don’t receive email offers. Yet it still remains a fall-back plan for many firms.
Whether it’s a promotional email, invitation email, an ongoing newsletter, these prospects have given you their email address in exchange for something. But up to 90% of them will quickly opt-out of emails they originally opted into. This happens for two reasons:
- Sending a constant stream of emails.
- Sending emails that are not relevant to them.
To address this, we recommend marketers regularly go through their email lists and segment them. This allows the smart marketer to quickly know which subscribers have already purchased, those that haven’t opened their emails or have unsubscribed. This allows you to send emails targeted to each of those actions.
Before you send that email, here are a few more tips:
- Keep the subject line short, engaging and personalised.
- With 48% of emails opened on a mobile device, therefore make the content easily digestible and optimised for multiple devices.
- When creating email content, always keep it useful and targeted. Don’t be afraid to let your personality and voice shine through; nobody reads boring email newsletters.
Nomophobia is the fear of being without a mobile phone.
A recent study found that people would rather lose their pinky than their mobile phone! With so many people glued to their screens, it’s no wonder 95% of smartphone users say they have searched for information on local businesses. Up to 60% of them have gone on to call up a business after searching.
Whether its visiting a retailers site, sharing the info they find, visiting an actual store or making a purchase, three out of four mobile searches triggers some sort of follow up action.
To market to these prospects, it starts with the layout of your site. Whether you choose to create a dedicated mobile website or simply use a responsive theme, note that 40% of mobile visitors will close the page if it loads slowly. I mean, under three seconds.
Slow mobile pages is one of the common mobile mistakes that Google’s April 21st mobile algorithm update is going to address.
- Faulty redirects.
- 04 errors that only occur on mobile devices.
- Irrelevant cross-linking among web pages.
We agree with Google that these are important aspects of a sites mobile architecture, so we ask you: Have you checked your sites?
To do so, visit the Mobile-Friendliness tool at https://www.google.com/webmasters/tools/mobile-friendly/. It will give your submitted URLs a ‘yes’ or ‘no’ answer. With Google, there is no sliding scale on this; your site is either mobile-friendly or not.
Do yourself a favour and go and check now. We’ll still be here when you get back.
We get it. Local marketing is supposed to be easy, yet it all sounds like gibberish sometimes. Keeping on the right side of the search engines, providing the kind of content readers will love, email marketing, social, mobile, its no wonder many business owners just leave it all to chance.
But you don’t have to.
Search and More offer a one stop solution to your online marketing struggle. We can help your business create consistent and brandable content, increase email opt-ins, even work on your social media to improve the right metrics. What are you waiting for? Call us now on 0161 669 5544.