A clear picture of your target audience lays the foundation for all of your marketing efforts. Most businesses – big or small – can’t afford to target everyone. Taking the time to define and get to know your ideal customer will help you build a more efficient, productive business by enabling you to:
- Target the people most likely to buy your product or service
- Identify which marketing strategies will be most effective
- Develop new products/services to meet their needs
If you’ve ever described your target audience as “anyone who will buy” your product, consider doing some research and narrowing your focus. Then, you can create buyer personas that represent your typical customers. These personas provide your entire team a clear understanding of your target audience and their needs – and how to best meet them.
If you build it, they will come, or so the adage goes. But when it comes to converting your leads into paying customers, it’s not always that simple. Most buyers won’t make a purchasing decision the first time they learn about you. Like any good relationship, your relationship with your future clients needs time and attention to flourish.
Benefits of Lead Nurturing
That’s where lead nurturing comes in. Lead nurturing is the process of building relationships with your prospects through strategic, targeted communications at all stages of the buying process. The goal is to move your prospects through the sales funnel and make it more likely they’ll choose you when they’re ready to buy. Incorporating lead nurturing into your broader marketing strategy enables you to:
- Build relationships with prospects who may not be ready to buy yet
- Demonstrate your value
- Educate your prospects about what you offer
- Increase trust with future customers
Your company’s website is often the first – and most frequent – way people engage with your company. From communicating your vision to educating your customers to selling your products, your company’s website is one of your most valuable marketing assets. But your website can also provide you a wealth of information about your visitors that can help you get the most out of your website – all thanks to Google Analytics.
Google Analytics provides detailed data about who’s visiting your website, how they’re finding you, and what they’re doing once they’re there. Those insights offer a clearer picture of your target market – and their behavior – that can help you hone your business strategies. But the volume of information available on Google Analytics can overwhelm even the most savvy user. That’s why we’ve put together this list of eight basic questions Google Analytics can answer that can help you improve your website, and ultimately, your business.
Chances are that your business already has a social media presence. Whether you’re sharing your latest promotion or offering a behind-the-scenes look at your business, your social media content allows you to build a relationship with your customers and prospects. With 2.8 billion active users worldwide – that’s 37% of the entire population – social media has become a cornerstone of most digital marketing strategies.
But as the social world has grown more crowded, it’s gotten harder to stand out and grow your audience organically. That’s where social media advertising comes in. It offers an opportunity to make your social media content – content you’re already creating – work harder for you. Done well, social media advertising can help build your brand awareness, increase engagement, and ultimately, improve your bottom line. And done poorly? You risk wasting your money or alienating your prospects. So let’s take a look at what you need to know before you click the “Boost” button on your latest Facebook post.
Have you ever visited a website and then noticed as ads for that business follow you after you leave? Coincidence, right? No. That’s remarketing, a simple and cost effective tool to help you connect with potential customers. Done correctly, remarketing can help you build brand recognition, drive repeat traffic to your website, and increase your sales. And if it’s not already a part of the digital marketing strategy for your business, it probably should be.
Let’s take a closer look at what remarketing is, how remarketing works, and how it can help your business grow.
We live in a digital age, and that means that every business – regardless of size or industry – must have a website. Because most customers will visit your business online before ever setting foot in your brick and mortar shop or contacting you for services, your website is the first opportunity you have to make an impression. No matter what, your website needs to be a professional looking, authentic representation of your business and your brand.
Chances are, you spent a good deal of resources – likely both your time and money – on developing a website you are proud to be the face of your business online; don’t let it fall into disrepair! Regular website maintenance is an imperative part of running a successful business.
Have you ever happened upon the term “responsive design” when researching how to improve your web presence? Responsive design is a phrase that gets thrown around a lot in small business marketing forums and pops up frequently on marketing blogs, but what is it, really, and why does it matter so much to small businesses wanting to expand their online presence and perform well in today’s digital world?
What Is Responsive Design?
A website with responsive design has been constructed in such a way that all of the content is viewable to a user regardless of whether they are accessing that site via mobile phone, desktop, tablet, or on any other platform. Responsive design allows for the optimum user experience across all these varying platforms and on screens of any size because the website is automatically adapted to the best-fit for the device, layout and screen size of the user accessing it.
Put simply, if your website is built with responsive design, it will be unified and easy to navigate every time, from every device.
Google Search Console is a tool developed by Google to help website owners monitor how their site is performing in the Google Search index. Originally known as Google Webmaster Central and then later renamed, Google Webmaster Tools, this tool was eventually rebranded in 2015 to Google Search Console with the hope of expanding the tool’s user-base.
Google explains that the rebranding choice was made in order to communicate that this tool can be helpful to a wide spectrum of users – not just webmasters. Google Search Console wants to be useful to anyone who owns a website, including businesses. Everything that the original Google Webmaster Tools offered is still available on the Google Search Console, and Google is still continuing to add new features and additional functionality to make it more useful for all website owners who want to improve their web presence.
If you’re like most business owners, you might be stumped by all of the conflicting advice out there on how to expand your customer base. You know that you’re going to need to start investing resources in a marketing strategy, but figuring out which marketing method(s) to employ and designing a strategic marketing plan can be daunting. Fortunately for your business, the marketing professionals at EmoryDay are here to help.
Firstly, you need an understanding of the types of marketing methods available to you. All marketing, from the sign on your door to the business cards in your wallet to your company website, can be divided into two categories: Inbound and Outbound Marketing.
Outbound marketing is the term used to describe what most think of when they picture the work a marketing agency does. Outbound marketing tries to grab the attention of the greatest number of potential customers, broadcast a message and create name recognition and awareness in hopes that any potential customers out there will take notice.
When it comes to researching comprehensive marketing strategies for your business, it is easy to get lost in the sea of bad advice or be overwhelmed by potential costs.
If you talk to a professional content marketing specialist, however, they will tell you that inbound marketing – and all the tools that inbound marketing strategies encompass – is the most affordable and effective online marketing tool today that a business can use to grow their customer base.
When building a marketing strategy, there are two different paths you can take: Outbound Marketing and Inbound Marketing.