From on-page optimization of your website to social media marketing, it’s important for your marketing strategy to target potential customers whether they are ready to buy now or at some point in the future.
Search Engine Optimization (SEO)
Investing in SEO will help to get your website ranked in search engines for terms that are specific to your business. Appearing higher in search engine results pages will increase traffic (and new visitors) to your website -- which ultimately will result in more leads and conversions. Once you bring in these new visitors, you'll want to make sure you have the right information on your website that will answer their questions and help them learn more about your products and services.
Once people arrive at your website from search engines, it's important to have relevant content for your customers -- from basic high-level information or more in depth white papers and special reports. Your website content should cater your customers regardless of where they're at in the buying process.
Social networking is a great way to stay in touch with existing customers, providing them not only with details and information about your business, but also about relevant industry news and tips that they will find interesting. Additionally, it is a great way to increase brand recognition and increase buzz about your business. Social media are great for gathering new customers that wouldn’t have otherwise heard about you!
Blogging, similarly to social networking, is great for providing valuable, relavant information to your customer (and potential customer) base. This is a perfect space to show your customers that you care about their needs enough to provide them with more information and insight.
Review platforms like Google, Yelp and Facebook open up the conversation with existing customers to provide feedback to you and insight to people who may be considering engaging with your business. Review platforms show your transparency and trust that you are providing quality products and services.
These components make up the online side of your marketing strategy. They work together to get you found by potential customers, convert those customers, and give current customers opportunities to share their experience.