Most small business owners that are making the transition from bricks-and-mortar business to having an online business platform understand the importance of effective marketing. Yet many don’t comprehend the difference between offline advertising and online marketing.
An ad in a newspaper, on the radio or on the TV might be one way to spread the word about your business. As you can reach large numbers of people and some of them may become customers.
Using this same tactic in online marketing simply won’t have the same effect. Statistics have shown that site owners who focus on marketing their message to a highly targeted audience get a far better results.
Optimising your website isn’t about trying to get as many of your ‘keywords’ into your content as you possibly can. It’s more about finding ways to appeal to the search engines so that people searching for your products or services are more likely to find you instead of your competitors.
The keywords you choose should be carefully considered. You don’t want to use the ‘blanket message’ approach when you’re dealing with online marketing tactics. Instead, think carefully about what people might type into a search engine in order to find you. These are the terms you want to optimise your site for, in order to attract those who are searching for exactly what you offer.
Getting people to visit your website isn’t difficult. However, getting the right people who are ready to become paying customers right now can be a little more challenging.
Using paid advertising campaigns, such as Google Adwords, can be one way to attract the right type of visitors to your site easily. They read your ad and they make a decision to click on it or not, based on what they’re searching for at that time.
Of course, the most effective type of traffic is “organic traffic”. These are the people who are searching for precisely what you offer, find your site in the search engine results, and land on your page to learn more.
Statistics show that it can take a person as many as seven times to view your message or product before they make the decision to buy. If you’re hoping they’ll land on your website and be instantly compelled to become paying customers, you might be disappointed.
So, once those initial visitors leave your site, how will you keep in touch with them? Have you thought of a way to get them to come back to your site to view your newest offers?
Creating a list of email addresses for those people who are interested in your business, but aren’t ready to buy right now, can be the ideal way to increase sales and boost profits. You can even add past customers to your mailing list. These people have already dealt with your business and developed a level of trust in you. This makes them far more likely to become repeat customers.
Once you have your list, you can use it to send out newsletters telling people about new products or offers you have available. If you don’t have the time to create a regular newsletter, you could choose to just send updates about your business.
When you’re working on your online marketing strategy, always keep in mind that there are intrinsic differences between offline and online marketing. The key is to understand those differences and amend your strategy accordingly.
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