Online marketing is more than a method for raising awareness of your business. It is a powerful tool that can gradually turn a consumer who has never heard of your business into a loyal customer. However, like any powerful tool, it can be tricky to handle. Here at Pint Sized Giants, we believe it helps to think of online marketing as a three-stage process rather than a single, monolithic task. If you understand each stage of this process, you can craft a highly effective marketing campaign and business website.
1. Attracting attention
Before you can convert someone into a customer, you have to make them aware of your business. Search engine optimisation and pay per click advertising are great ways to ensure that consumers come across your business when looking for the types of products or services that you offer. They can also be used in conjunction with offline advertising and a strong social media presence to raise brand awareness across the widest possible range of demographics.
2. Cultivating positive perceptions
Once you have made people aware of your business, you need to promote your unique selling points and establish trust. This can be achieved through both marketing and website design. A professional-looking website that explains your business and offers verifiable credentials (such as external certification or customer reviews) can help to build up trust while demonstrating the value of your products or services. Meanwhile, you can cultivate a social media presence for your business that will help you build up a rapport with prospective customers while promoting your USPs. Twitter and Facebook accounts are very useful in this regard.
3. Converting a viewer into a customer
Once you have established trust and ensured that people view your business positively, you need to persuade them to commit to buying specific products or services from you. One way of doing this is to make it as easy as possible for them to find your website. You can do this by using links in your social media feeds and by producing easy-to-find landing pages. You should also make it straight-forward for people to navigate through your site to the product or service they want. Furthermore, every page they visit while navigating through your site should reinforce the USPs of your business or the product or service itself. By the time they arrive at the product or service page, visitors should be ready to convert into customers.
If your business doesn’t have e-commerce capabilities and only sells offline, you should still have web pages that explain your products or services so that customers can see what you have to offer in detail. These pages should also show customers how to find your physical business or get in touch with you. Promoting specific products and services using PPC and social media feeds can also prompt prospective customers to make the leap from simply liking your business to wanting something specific from it.
Of course, you need to deploy all three of these stages simultaneously, as each consumer will be at a different stage in their relationship with your business. Luckily, we can help you with all three stages at once. We can offer SEO, PPC and social media marketing expertise, as well as expert website design. Contact us today to find out more.