In the three previous blogs I have gone through online presence, how to get more customers and how you can drive traffic to your website. In this blog I will explain how to implement these strategies to develop your business.
To begin with, you need to create a strategy on how to use the different marketing channels. In my previous blog I went through how the buying process works. It is important to know which marketing channels to use and also when to use them. When you want to create a need or increase interest in a product or service, it may be smart to make use of video, banners and social media to alert customers. Once you have the client interested in your business, it is important that you are high up in the search engine result list so customers can easily find you. Remember to be SEO friendly. It is important to invest in visitors and customers that visit your website by making use of marketing via email and also remarketing to convert visitors to become customers. Finally, it may be good to let your customers recommend you to others via social media.
Timing is extremely important when it comes to marketing. When you run a campaign where you want to sell a specific product or service, or launch a new product, it is essential that you create intense campaigns to achieve your short-term goals. When you engage in continuous marketing it is important that you know which channels work well for your business, always measure and optimize to see if your product or service is selling more than average.
When creating a business goal, it is important to build a “toolbox” to clearly know which channels you should use during the process. To help you better understand what the process might look like, we can go through it step by step:
- Build your brand. Here you can make use of social media, video advertising and banners.
- Increase sales. Search engines are an important tool for achieving this.
- Improve your image. Social media and recommendations from others is a great way to enhance your image.
- The launch of a product or service. Search engines, banners, blogs and video advertising are good channels to use for this purpose.
- Retain your customers. This is best done through social media, email marketing and remarketing.
When you create a business goal, it is essential that you also have an online strategy. For example, you create an online strategy that spans for at least six months, it is important to consider these things:
- Your goal – macro and micro goals.
- Your targeted audience – Who is your target audience?, What does their buying process look like?, which media do they use?
- How to reach them – Timetable, for example have monthly implementation goals.
Your macro goals are overall goals, such as a purchase or reservation. Your micro goal is a milestone which means for example more sign ups to your newsletter and getting more followers on your social media. To clarify this online strategy, we can take a barber as an example to show how this might look. The first step is getting more bookings through their website, this is the macro target. The barbershop’s micro goals are that they want more customers to sign up to their newsletter and get more followers on social media. Their target audience is men age 18-40 in Växjö. The customers’ buying pattern are once a month. The customers are on Facebook and Instagram. The implementation goals are to every month sponsor a post and also create ongoing post on Facebook and Instagram. This is an example of how a company’s online strategy might look like.
If you want to expand your business to other countries, there are some things to consider when you sell on the global market:
- Electronic payment
- Transport and logistics
- Customs, taxes and fees
- Customer service
Remember that your website should be available in different languages for customers from other countries to be able to understand you and your business.
It is not always easy to succeed when you take the next step to grow your business, but hopefully you will learn from your experiences. By following the various examples explained in this blog, I hope you have a better understanding of how you can build your business. Please contact us if you have any questions or concerns.
The Digital Academy’s fourth and final lesson is about development and implementation.