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.
There are conflicting opinions as to what the optimal number of keywords is to include in webpage content. One thing all strategic online marketing professionals can agree on is that there is a fine line between having too many and too few keywords in your content. Gone are the days when you could simply include a high quantity of keywords in your content to get ranked higher.
These days, choosing how many and which keywords to use, and then using them effectively in your online content, is certainly more complicated than simply stuffing in as many as possible.
But, fear not! Now that websites with relevant content are prioritized over keyword stuffers, your business can expect to see not just better rankings in the SERPs, but better targeted traffic to your site in exchange for implementing some simple, strategic keyword placement in your online content.
Email drip campaigns provide businesses a way to source leads, communicate regularly with customers, increase sales and re-engage customers.
The idea is a simple one: create a series of emails that follow a particular theme, target a specific audience, and accomplish a definitive goal and send them out on an automated schedule. It’s easy to see why email marketing has become an integral part of any strategic marketing campaign.
The practice of using email campaigns effectively is less cut and dry, however. In the act of trying to come up with the perfect formula for a successful email campaign, quite a few myths have developed about email marketing, and many of them are not only wrong, but may actually be harming your business.
When a user enters a query into a search engine, there are two ways results are found and listed on the search engine results pages (SERPs):
- Organic Search
- Paid Search
Optimizing your website content for search and using paid search will set up your business so that Internet users are able to find you easily. Both organic and paid efforts share the same end-goal: to increase your online visibility, drive traffic to your website, and generate valuable leads. Employing the two strategies to get the most from your efforts is the balancing act all online marketing strategists work towards.
SEO is too often underestimated by business owners. As any marketing professional will tell you, it’s nearly impossible to overstate the potential return optimizing your website for search engines can have.
Over the years, search engines have perfected the ability to provide search results that give the best possible answer for a user entering a query. The highly refined algorithm does the work for you of matching your website with the potential customers who are actively seeking something your business is offering, organically.
All you need to do is set yourself up in such a way that you get noticed and highly ranked by the search engines on the results pages.
Search Engine Optimization in an Algorithm-Driven World
Google+ boasts nearly 400 million users, robust tools for monitoring and reporting marketing analytics, and a unique medium for interacting with your business’ community online–yet it’s one of the most under-utilized social media resource for small business owners. Google+ is one social media tool that business owners, especially those whose target customer base is local, should not ignore.
There are 3 major benefits to a business of any size and in any industry to having and maintaining a Google+ business page: visibility, engagement, verification.
The short answer to this question is that Pinterest is not going to be a helpful resource for every business. What may surprise many small business owners, though, is that Pinterest can be a helpful resource for any business.
While these two statements may sound like a contradiction, in practice both hold true individually:
Pinterest is not going to be a helpful resource for every business.
Many businesses will find that the amount of time that would be required to use Pinterest effectively as a platform for marketing their business, generating new valuable leads, or engaging their existing customer base is not going to provide sufficient return to justify their efforts.
Pinterest can be a helpful resource for any business.
Pinterest can be used effectively for any business who wants to use it, as a way to self-promote, to engage with their customer base online or, ideally, to do a combination of both.
While some businesses naturally lend themselves perfectly to the Pinterest platform – think restaurants, landscapers, yoga instructors, etc. – some industries will require a bit of creative thinking in order to create Pins that effectively promote feature products, services, or other content on Pinterest. However, Pinterest can be a useful platform for businesses that may not typically be thought of as “Pinterest-worthy.”
When Instagram first launched in 2010, the photo sharing application service quickly gained popularity, growing to a million users in only two months. While Instagram has been offering advertising spots to businesses since 2013, a lot has changed in the last year for Instagram business users. For one, Instagram Stories have grown in the last year since it was first released to over 150million daily users. Plus, Instagram now offers insightful tools for businesses, including updated business profiles, useful data and analytics, and the ability to turn posts into ads directly from the Instagram application.
With more than 400 million daily active users on Instagram right now and an abundance of new opportunities, if your business isn’t currently using Instagram to grow your brand and reach customers, it’s time to start.
Many business owners recognize the power of social media and the ways that maintaining an active presence online can benefit their business. From developing and promoting your company’s brand, to the ROI opportunities social media presents for lead-generation, most businesses are taking steps to develop a solid social media marketing strategy.
LinkedIn was built to be a professional online networking tool, intentionally designed to connect professionals with one another and companies. But LinkedIn seems to be one of the trickier social media tools for businesses to use effectively. That may stem from a misunderstanding of what LinkedIn actually offers to businesses in the first place.
What does LinkedIn offer to businesses?