You’ve probably heard of Online Marketing Bureau, or OMBA for short. Founded in 1997, this company is one of the leading digital marketing agencies in North America, handling around 50 million dollars in online advertising campaigns each year.
But did you know that the company was originally from Germany? Or that it originally started out as an agency focused on German-speaking countries? Or that it was sold to US company American Express in 2016 for 24 million dollars?
Whether you’re marketing a German-style baroque coffee mug or an American sport utility vehicle, these are the kinds of questions you might want to ask when researching a local business.
So it’s no surprise that we’ve decided to put together this ultimate guide to marketing local businesses online. In this guide, you’ll discover the essential ingredients for establishing a successful marketing plan.
Set A Budget
The first step to fully capitalizing on the power of the internet is to set a budget. This is especially important if you’ve been doing some research online about your potential customers and you’ve discovered that certain demographics are more likely to purchase your product or service than others. You don’t want to waste your limited marketing dollars on ads that don’t translate into sales.
An easy way to establish a budget is to multiply your monthly income by 2. This will give you a good idea of how much money you’ll need to spend on marketing materials and how much you should be charging for your products and services.
Pro-tip: Use Your Budget For More Than One Campaign
One of the best things about having a budget is that you’re forced to be practical. If you have a limited amount of money to spend on marketing, it might be best to spread it out over several different campaigns. This allows you to target several different groups of people and increase the likelihood of getting results.
For example, if you’re looking to target students with your marketing material, you might want to consider running ads on social media platforms like Twitter and YouTube. Places like Google and Facebook know that students are going to be searching for content related to their subject matter and they might even visit student-run blogs that are relevant to their studies.
The Importance Of SEO
Another key tip when it comes to establishing a solid digital marketing strategy is to prioritize search engine optimization (SEO).
You’ll need to work with an SEO company that’s experienced in local SEO to get your website optimized for local searches. When people enter keywords into search engines like Google or Bing, your website’s content needs to pop up in the results (hence the importance of SEO).
The better your SEO, the more likely you’ll be to appear on the first page of results when people search for your niche.
Make Sure You Have An Analytics Account
You also need to set up Google Analytics to track the performance of your various campaigns. This way, you’ll know which ones are bringing in the most revenue and which ones need to be terminated.
You can use the information from Analytics to determine the effectiveness of different campaigns. For example, did a certain ad campaign help your conversion rate or are people simply just clicking through to your site because it’s easy to find?
Having an analytics account is crucial for any business, but it’s especially important for those looking to do business online. Google Analytics can be a bit overwhelming to set up, but the information you’ll get back will prove invaluable. Without it, you’re shooting in the dark.
Do An Analysis Of The Competition
Competition is a key word in any industry. When you’re developing a business plan or looking to grow your existing one, you need to consider how your product or service will compete with others in your niche. Once you’ve determined the main competitors in your market, you can analyze their various strengths and weaknesses.
Simply put, you want to find the best way to stand out from the competition. This means identifying the unique selling points (USPs) and creating distinct advantages for your business. Your product or service needs to prove itself to be better than the competition. This might mean improving delivery times, offering more flexibility with pricing, or providing unique features that set your business apart.
Develop A Marketing Mix
To succeed in today’s digital world, you’ll need to develop and utilize a marketing mix that combines both online and offline efforts. This is referred to as multi-channel marketing and it denotes the use of more than one mode of communication to convey your message.
For example, you might want to advertise on social media platforms like Twitter and Instagram, as well as consider doing some print or radio ads. Each of these platforms serves a different audience, so you want to make sure you’re using all of them to your advantage.
When the time comes to execute your plan, you’ll want to work with a reputable digital marketing agency that has experience in local and national campaigns. Make sure to hire a marketing agency that will be able to implement a smart campaign that will get you results. If possible, build a rapport with some existing businesses in your niche to get an idea of how others are marketing and what works and what doesn’t when compared to your own approach. This way, you can be sure that you’re not wasting your time and effort and that you’re applying best practices to your campaign.