When businesses choose to go digital, they often wonder how they are going to promote their brand online. Being active on social media can be an effective way to build brand awareness, but as a small business owner, you might be wondering how much you should be posting and what type of content you should be using to reach your audience.
To help you navigate the often daunting world of online marketing, we have compiled a list of best practices to follow.
Use Analytics To Your Advantage
If you’re reading this, I assume you’re already somewhat familiar with analytics. These tools can be quite the asset to your business, especially if you’re trying to optimize marketing and digital marketing initiatives.
With analytics, you can track the success of your online efforts in real time and make necessary adjustments to increase your conversions. This also means you can measure the ROI of your marketing and advertising initiatives and make educated decisions about the future of your business based on the performance of its marketing channels.
There are several tools you can use to track the performance of your website, social media pages, and email campaigns. Simply choose the one that suits your needs. Some are more feature-packed than others, but they all provide the basics. Analytics software comes with free trials and small business packages, as well.
Get To The Point
When someone decides to purchase a product or service from your company, what is the first thing they usually do? Scroll to the bottom of the page and hope to find the answers they need?
If your website is anything like most small businesses, you probably have a lengthy page with lots of text and a few images. While your site may work well for someone who is searching for information about your company, it doesn’t stand a chance against competitors who have opted for a more visually appealing and concise layout.
If you want to improve the odds of someone arriving at your site vs. a competitor’s, use Hootsuite’s content discovery tool to help you find the best places your target audience is already congregating.
Once you’ve found the right place, take a few moments to engage with the audience.
Keep It Relevant
Keeping up with the latest trends and adapting your marketing to suit various platforms is an important part of being effective online. This being said, trends can change and what is relevant one day might not be the same the next.
For instance, it’s not unusual for marketers to create content around celebrity names and hashtags to drive traffic to their site. However, if the person searching for your product or service is not interested in reading about entertainment news, you might not be able to appeal to them. In these cases, it’s important to keep your content relevant to the platform you’re using.
Be Creative With Your Copy
While someone might be interested in what your product or service is offering, if the copy on your site is dull, they’re less likely to continue reading. To create a more immersive experience for your audience, be a creative writer and use your imagination to give the text a voice and make it relatable.
For example, if your product is an outdoor grill and you’re using the hashtag #outdoorgrill, you could write a short article about how much fun you had on your last camping trek. Creative authorship not only makes the text more enjoyable to read, but it also builds trust and credibility with the audience. When they see your name on the page, they know you’re a trusted source who is not afraid to write content like this. Keep in mind, what you write here will be read by potential customers. As such, ensure that your writing reflects your expertise.
When someone lands on your site, what is the first thing they usually do? Click on a button, link, or offer and then proceed to the next page?
Include calls-to-action (CTAs) near the top of your content to encourage your visitors to take action and make a purchase. Simply put, a call-to-action is an event or situation that triggers an action. These could be check boxes, links, or offers.
To increase the odds of someone acting upon your call-to-action, provide them with sufficient, relevant information. If you’re sending them to another website, include a link to give them more information or a call-to-action to make the purchase.
Run Your Marketing Campaigns Continuously
Continuous marketing is the practice of continually creating new content to promote your company and engage with your audience. Small businesses who opt for this strategy understand the importance of staying consistent when it comes to content promotion, otherwise, people might get bored of seeing the same content over and over again.
To avoid this, create material that is either exciting or useful for your target audience. If you want to engage with potential customers on social media, consider using the hashtag #continuousmarketing to keep your content relevant and interesting.
Measure The Results Of Your Campaigns
To determine the effectiveness of your marketing efforts, you should measure the results of your campaigns. This might mean checking the number of website visits, generating leads, or pushing sales. If you’re looking to raise brand awareness, you might want to consider measuring the strength of your brand’s identity in the marketplace with a brand audit tool.
The advantages of measuring the results of your marketing efforts are numerous. First off, you can determine the ROI of different campaigns. If you’re not sure how much exposure a certain social media campaign generated in terms of leads or website visits, you can use analytics to track the performance of your hashtag and compare it to similar campaigns you’ve run in the past. This way, you’ll know if your investment in social media is paying off or if you should opt for a different platform.
Measuring the results of your campaigns also gives you the opportunity to review how each platform performs in comparison to others. If you find that Facebook is performing better than expected, you might want to consider using it as your main social media channel.
Follow The Basics
Now, it’s important to note that not all of these tips will make your marketing efforts more effective. You need to find what works best for your business and then adopt a solid strategy. However, sticking to the basics is a good place to start.
If you’re looking to drive traffic to your website from social media channels, simply using the hashtags and engaging with your audience on social media is a good place to start. Using the same hashtags on different platforms will help you gain more traction and continue to engage with your audience.
If you want to create more credibility for your outreach, consider following the lead of most Fortune 500 companies and providing valuable information to your audience. If someone is reading about your company in popular media, they might not have much trust in your brand. By actively participating in an informative conversation, you can gain some semblance of credibility and increase the odds of them opting to learn more about you.
If you’re looking to generate leads, consider using tools like HubSpot’s lead generation software to build up a list of qualified prospects and then nurturing these leads over time with content of value.
If you’re looking to push sales, use tools like Google AdWords or Facebook Ads to find the right audience and then segment them based on the type of product they are interested in. If you want to increase the odds of them making a purchase, offer them more value and make it easier for them to opt in to receive future communications from you.
Ensure that you’re using the right metrics to measure the success of your campaigns. If you’re looking to generate sales on social media, consider using tools like KlientBoost’s social media analytics platform to track the performance of your social media channels and make necessary adjustments to increase your conversions. For more information, check out these marketing analytics resources: