Getting found online, finding more customers and increasing sales is the Holy Grail of modern marketing. And, because everyone is doing it, there is masses of competition and jostling for position.
There are also myths and legends being shared about the ‘one thing’ you should be doing to create a six-figure income.
If you want to know how to OWN THE INTERNET and make it work for you – rather than it owning you by creating endless amounts of work with no real return – it will take more than ‘one thing’.
It will take seven.
I bet you thinmk I’m talking about social media, or maybe your website?
You would be wrong.
I’m talking about the most overlooked places – listing sites and business directories.
87% of of purchase decisions begin with research carried out online.
Consumers are looking for everything from a plumber to a hairdresser, a yoga teacher to a business mentor and coach. And what does the internet offer up to them? Places it trusts to list businesses that sell ‘that thing’.
There are hundreds of listing sites and business directories. Some of the biggest are:
You could also include the listing you have on websites that represent your trade or profession, organisations that you are a member of, affiliate organisations and local business organisations such as Chambers of Commerce.
You could be losing revenue to your competitors if your online listings are inaccurate – or don’t exist at all!
Tip: Check out which listing sites and business directories are suitable for your business get your business signed up. Let potential customers find you without you even trying.
When was the last time you visited a new restaurant without looking at the reviews to see what others have said about it? Or maybe you’re looking for an electrician and aren’t sure who to choose.
Yes, you’ll ask friends and family for a recommendation, but you will also check them (and others) out online before you make a decision.
88% of consumers make purchase decisions based on the reviews they read. Why? Because they trust them as much as a personal recommendation.
Glowing reviews is the aim.
No reviews is a no-no.
One negative review – that remains unanswered – can ruin all your hard work!
You can’t afford to miss a review, so you need to monitor the internet continuously.
Tip: Google will rank your business above others if you regularly receive reviews.
So now we get to social media.
Social media – for business – is a marketing and promotion tool to be used to engage and convert your target customers.
That means it needs to be part of your overall marketing strategy; not just something you do if you have time and can think of something to write.
So, as much as you like (or loath) social media, you have a job to do.
Tip: Don’t let social media become an ‘if I have time’ activity. Make sure it is part of your overall marketing strategy (Don’t have one? We need to talk!)
Your website has got one job to do.
It has to convert your website visitors into leads or customers.
So, whatever stage you are at with your website, you can’t afford to leave things to chance.
These are some key aspects of your website to concentrate on if you want to be able to compete with your competitors:
Tip: Don’t think of your website as a nuisance or an expense. It is the only online space you have complete control over. Make it work for you.
Do you sell online?
Selling can include anything from a full-on, e-commerce shop to selling courses, programmes, small-scale products or books.
Customers see an online store as a sign of a reputable, established business.
So, even if you are not a retail business, you can still sell online. I describe this a ‘productising’ your business.
If you want to know more about productising I talk about it in this blog.
Tip: If you have an e-commerce shop, make sure people know it exists. If you’re a service-based business identify what you can do to create a product out of what you know – and sell it.
Online advertising is daunting and can be expensive.
64% of the online ads marketing in the UK is controlled by Facebook and Google.
This means your potential customers are within your reach. We know they are searching Google and scrolling through Facebook. So, with digital advertising, you can put your business in the spotlight so that those people consider you before your competitors.
The benefits of using paid advertising are huge:
Social media posts alone will never give you the reach and impact that paid-for advertising will.
Tip: Set aside a budget for paid advertising; it will reach the parts social media posts won’t. If you start with Facebook you can keep your costs really low.
Your website is one part of the equation; SEO is another!
With a SEO (Search Engine Optimization) enabled website, you can boost your visibility in search engine search results so that people find you for what you are selling.
Every business owner should have a rudimentary understanding of SEO – what it is, what it does, how it works. But you don’t have to be an expert.
You can start small by having a SEO plugin on your website – Yoast and SEOPress are two I really like. Both take you through a process, using a red, amber, green traffic-light system to let you know if your page or blog post meets SEO ‘standards’.
Another alternative is to use a SEO expert to carry out research and implement a strategy for you. This isn’t a cheap option but it can be really effective.
Tip: Get to grips with the basics of SEO. See what you can achieve yourself but, if you find it difficult ask an expert.
Join me for an eight-week programme that will show you how to increase customers and sales across the internet via websites, social media, reviews, e-commerce, paid advertising and SEO