You have a website. It looks professional, it clearly articulates your product or service. If someone interested in what you’re offering visits your website, there’s a clear path for them to take a next step and become your customer. Now what?
Websites are important. But launching your website doesn’t close the file on “web marketing.” For most companies, unless you’re actively driving potential clients to your website, it’s not going to get the results you expect.
There are two excellent methods of driving traffic to your website which are appropriate and scalable for small businesses: search engine marketing and social media marketing.
Search engine marketing comes in a variety of forms, but the idea is to capture more traffic from people who are searching for a company like yours. If you’re an electrician, then whenever someone searches for “electrician” on Google in your area, your name should be the one they click.
Search engine marketing feels expensive, but it’s highly targeted. You may pay a few dollars or more for every lead that you get, but these leads are exactly the right type of customer you’re looking for. These are often people who are ready to buy today.
Social Media Marketing uses platforms like Facebook and Twitter to generate interest in your company, and ultimately drive customers to your website where you can capture them as customers. Social media marketing gets your name and product in front of a huge crowd at a low cost. Most clients are typically paying a few pennies for every customer that’s exposed to their product. But these are not high value targets. We expose your company to people who have a general interest, but not every contact is ready to buy right now.
For most companies, a balance of social media marketing and search engine marketing is the right choice. Search engine marketing gets qualified leads right now, while social media marketing keeps your existing customers engaged with your company and generates a crowd of customers over time. As we look at how to balance these two approaches to attracting new clients, we ask two questions. In the long term, does this client need a small number of BIG CLIENTS, or a BIG NUMBER of small customers? Is this a lifestyle product that someone buys frequently or repeatedly (like potato chips), or is this a major or one-time purchase (like a car)?
We would love to sit down with you this week to discuss your web marketing efforts. We’re happy to offer a free consultation at our office in Zanesville. In the modern world of web marketing, we understand how valuable it is to sit down with someone face to face and to begin a long-term relationship based on trust, solidified by results.
Please call us at 614-441-9777 or email us at firstname.lastname@example.org.