enjamin Franklin first said it more than 200 years ago, but it still holds true for every business: “If you fail to plan, you are planning to fail.” Planning anything you do in business is crucial, including your digital marketing.Strategically planning your online marketing is a vital first step for your business if you want to reach new potential customers. These steps and tips will help you plan your online marketing, whether you’re brand-new or an established facility that needs to revamp its online marketing efforts.
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B2C (BUSINESS TO CONSUMER)
Your main customer is the average consumer who would use your facility. You could have more than one “persona.” What are their interests, desires, wants, and needs? What are their pain points?
B2B (BUSINESS TO BUSINESS)
Are you mostly B2B? This would apply if you’re located near an industrial or commercial/retail area. In this case, your main targets are companies, but you still have to deal with people in the businesses. Who’s the decision-maker in the company? This person becomes your “consumer.” What’s their main service or product? Most importantly, what is their problem or pain point that you’re going to solve? How are you going to make their lives easier, more productive, or more successful?
Consider what percentage of the tenant mix is business and consumer so you can split your marketing efforts accordingly. Next, put yourself in your customers’ shoes. Know what motivates their behaviors and buying decisions. Uncover the real reasons customers buy your product instead of a competitor’s.
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What devices do they prefer? Usually a younger audience (under 45) will prefer mobile devices, whereas an older, business audience may utilize desktop computers. If you have Google Analytics monitoring your website, it will tell you which devices your website visitors are using.
Obviously, research is very important. Your target market’s pain points change with the times. That’s where creating personas comes in. Create a character that represents your perfect customer; give them a name. That’s the person that should be featured in your promotional posts. People relate to people who are like themselves.
Uncover the real reasons customers use your facility instead of a competitor’s.
Know your competition! I wrote about this in a past Messenger issue. Basically, you need to monitor what they’re doing online to determine your marketing. Whatever they are doing, you have to do more of it and better. It may be challenging if you’re a small outfit up against a large chain or franchise. That’s why planning it all out helps tremendously.
Likewise, another goal would be attaining X number of new clients in one month. Determine a monthly income goal for your business. How many new clients do you need to close to achieve that goal?
Set goals month to month and adjust the goals for next month based on your analytics. It’s like taking a road trip; planning it out makes sense.
Almost 20 years ago, in February of 2005, I embarked on a cross-country road trip to relocate from Florida to Arizona. I loaded myself, my stuff, and two cats into my Kia Rio Cinco hatchback and hit the road. First day: Palm Bay, Fla., to New Orleans, La. Second leg: New Orleans to San Antonio, Texas; then San Antonio to Las Cruces, N.M. Last leg: Las Cruces to Phoenix. My goal was to get to Phoenix in four days. It was a SMART goal and I made it. Had I not planned it out, I would have wasted a lot of time looking for vacancies at motels that accepted animals.
Likewise, another goal would be attaining X number of new clients in one month. Determine a monthly income goal for your business. How many new clients do you need to close to achieve that goal?
Almost 20 years ago, in February of 2005, I embarked on a cross-country road trip to relocate from Florida to Arizona. I loaded myself, my stuff, and two cats into my Kia Rio Cinco hatchback and hit the road. First day: Palm Bay, Fla., to New Orleans, La. Second leg: New Orleans to San Antonio, Texas; then San Antonio to Las Cruces, N.M. Last leg: Las Cruces to Phoenix. My goal was to get to Phoenix in four days. It was a SMART goal and I made it. Had I not planned it out, I would have wasted a lot of time looking for vacancies at motels that accepted animals.
Technically, online marketing requires a three-part strategy. You need to produce quality, fresh, and helpful content. That could be a blog, videos, podcasts, or a gallery providing what Google is seeking. Plus, you want to become a content magnet.
How do you do that? You promote that content and engage with your potential customers on social media. First, you must have a user-friendly website that’s set up to capture leads. The objective is to convert a visitor into a lead, and then have them in some sort of automation system to nurture them into a sale. You can’t do one and not do the other two and expect to get good results.
Clearly, you don’t need to be on every social media network. Moreover, focus more time on the networks and efforts determined by researching and getting to know your target. Focus time on the ones that drive the most traffic to your website, where you’re building valuable relationships and getting customers.
Focus on people first. Polish your message and make sure it’s the right message to the right target. Do your research; use the data that’s available. Video should be a big part of your marketing strategy in one form or another. Be ready for change. Be prepared to work. You’re going to have to invest some sweat equity or outsource your marketing.
At the end of each month, check your analytics, insights, and sales records to see what’s working and what’s not working; adjust both your strategic and tactical plans accordingly.
In conclusion, there’s no need to be overwhelmed when it comes to online marketing. With some guidance and a logical, strategic plan, you can promote your business effectively and successfully.
Please visit my website, AZSocialMediaWiz.com, where you’ll find many articles on various digital marketing topics. You can also book a free Zoom call with me to discuss your marketing challenges.