Generate More Qualified Leads with an Effective Small Business Online Marketing Strategy

Here we take a look at a small business online marketing strategy that all business owners can put into action, turning their website into a powerful lead generator.

What’s needed:

An Effective Business Plan and Website Purpose

  • This includes a clearly defined value proposition. Why should people who visit your site call, email or purchase from you? What problem of theirs do you solve? How are you unique?
  • Having your own USP (unique selling proposition) and ideal customer profile allows you to sift, sort and screen out all but your ideal clients.

Online Technology Strategy

  • A content management system (CMS) such as WordPress that allows the you to easily edit content and update your website without the need for any expensive on-going maintenance costs.
  • Google Analytics installed on the website so that all traffic is tracked and measured. Google Analytics is free, so there is no reason not have this installed on your website and if you are using WordPress it is very easy to set up. With Google Analytics you can see where traffic is coming from, what they are looking at and how they interact with your website. Once you start measuring traffic you can see what’s working and what isn’t and then make improvements.
  • Email hosting on your own domain is a must, for example: contact(at)businessname.com looks a lot more professional than businessname(at)hotmail.com.
  • Reliable and effective web hosting so that your website will always be up and running.
  • Your website is an asset, therefore you need to back it up. Having a backup of the website framework and content protects you from any unfortunate events.
  • Online infrastructure to support the business and it’s operations

Traffic Strategy

  • Search Engine Optimisation (SEO) – If someone is searching for you online you need to be appearing at the top of the search results at minimum for your business name as well as be found on Google Maps/Places in your area.
  • Google Places Optimisation – Get found locally.

Investing in professional SEO services helps put your business in front of people searching for your business product and/or services. An example for a bathroom renovations business would be ranking on the 1st page for a keyword term such as ‘Bathroom Renovations Sydney’.

  • Google Adwords – Paid search engine marketing managed by a professional agency.
  • Email Marketing – Capturing emails of users that previously visited your site and re-marketing to them on a weekly/monthly basis.
  • Blogging – Writing articles about information relevant to your market. Providing value to your ideal client by solving their problems with either video, audio or written articles.
  • Facebook ads – Paid marketing.
  • Social Media – Engagement strategy.

Conversion and Sales Strategy

  • Well written website copy that makes visitors take some sort of action. Well written copy separates you from the rest of the competition. Understanding your ideal clients problems and reflecting that in your website copy shows to potential clients you understand them and that you are the best person to solve their needs and wants.
  • If your business receives a huge jump in traffic, will you be able to handle all the new business? Will there be someone to answer the phone and emails? You need to have a sales process in place that will be able to handle all the new business.
  • Your website is a sales and marketing tool so make it stand out.

Customer Relationship Strategy

  • Email marketing – Everyone who uses social media has to have an email. Email marketing is very powerful. Build a list of your clients and market to them every week, month or quarter. This way you are able to stay in touch with previous customers/clients and keep them coming back to repurchase from you over and over again.
  • Social Media: Social media is all about engaging with your audience on an ongoing basis. You need to interact and constantly provide value to build your tribe and keep your customers/clients returning again and again.

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