It’s almost half a year since the first case of the novel coronavirus and more than a month since the global lockdown. Time to admit that the new era has already started. Like it or not, COVID-19 will change the world, especially the business community. New challenges require new actions, so let’s talk about them. Ever wondered How to Optimize Your Business Marketing?
However, here, we don’t want to focus on the coronavirus impact only. Businesses want to grow all the time, regardless of the circumstances. And this guide is for all ready-to-scale companies. Whether you consider the integration of an enterprise-grade CRM solution or think about starting an Instagram shop, the following info will be useful.
The article includes five key marketing optimization steps. Enjoy!
1. Plan and Analyze Properly
Most likely, you know it but, let’s repeat: planning is crucial. Start by imaging or updating your brand goals, offerings, and the reasons why clients would need these offerings. Hence, it’s better to conduct market research, analyze competitors and customers. Nowadays, you can reorient your business to offer the demanded products or services. All this time indoors means that potential customers are spending endless hours on their cellphones, which is why implementing a bulk SMS marketing strategy is crucial. This is the most efficient way to reach your clients, since everyone reads their text messages every single day, no matter what they’re doing or where they’re located.
Look at a few questions that each business owner or marketer should ask:
- Who are our clients?
- What are we offering to them?
- Why clients want our products/services?
- How can we solve current problems?
- Are our offerings vital or just “good-to-have”?
- What are our marketing goals?
- How our current strategy meets these goals?
- How can we optimize the strategy?
Detailed strategies with clear KPIs and goals are critical for marketing campaigns. Start with them all the time you want to grow the business, attract new clients, improve market presence, and so on.
2. Launch or Optimize a Website
Needless to say, how important a website is. In the times of digital interactions, businesses should rely on their profiles: sites, social media pages, blogs. So, get one if you still don’t have it. It’s equally important to keep these profiles optimized. You should ensure that your site loads fast enough. Make it optimized for mobiles as many people use them for web surfing.
You may be surprised, but 70% of businesses don’t have an SEO strategy at all. The Manifest compares this number with another fact: 75% of customers stop at the first page of Google. They just don’t see companies with poor SEO! You don’t want to be among teams listed on the second Google page, do you? That’s why search optimization is vital for your website.
To boost search results, consider a few SEO tips and tricks:
- Research relevant keywords, add them to your content.
- Optimize for the local audience, complete business information.
- Build a network of backlinks using guest posting.
- Fix meta tags, titles, structures, and other basics of your webpages.
3. Double Down on Social Media
Almost 3 billion people use social media regularly in 2020. It’s 40% of the global population. And it’s the most evident reason why you should focus on social media marketing in addition to other forms. Social media networks are great because they allow you to connect to customers or leads completely for free. Of course, there are paid ads, and businesses should use them to grow further. But it’s still possible to focus on free SMM and get new fans.
Overall, SMM relies on two general activities:
- Content making. Text posts, images, videos, gifs, polls, reposts – there are numerous content types. Think about what do you want to show followers, how often you will post, in which tone. Be consistent and share top-quality, relevant content.
- Engaging with followers. Through comments, mentions and direct messages, businesses communicate with their existing or potential clients. You want to respond quickly and address all the questions to improve your brand reputation.
To start with, consider the biggest channels: Facebook, Instagram, Twitter. For business-oriented content, use LinkedIn. For videos, opt for YouTube. For even close communication with people, consider chats like Telegram, Viber, WhatsApp.
Always remember about your brand and its uniqueness. Some companies flourish using only one network, for instance, online shops on Instagram. Bigger businesses want to be active in all major communities. Choose wisely because your resources are limited.
4. Produce Useful Content
As you should understand by now, businesses can succeed through sharing relevant and informative content on social media. The thing is they should produce this content, in the first hand. And here we come to content marketing – a cornerstone of any marketing strategy.
Usually, people interact with brands through content: articles, guides, white papers, analyses, infographics, videos, interviews, and many more types. Regardless of the form, your content should be useful for readers. Think about their questions and problems. Find your answers. And then post these answers in your blog or social media profile. Each content unit should help the audience, address its needs, show your company’s empathy.
It’s vital to know: produce quality and informative content or don’t produce it at all.
5. Continue Improving Digital Marketing
After completing the previous steps, reward yourself. Rest a bit, and then start working even harder. Marketing is a non-stop activity that requires constant upgrades. To grow a business, you want to consider other, more sophisticated tactics and strategies.
For instance, consider paid advertising. When you have a solid audience, enable the power of exponential growth as more and more users will recommend your brand to other people. Paid ads empower this process. Focus on one or two core approaches like social media ads on Facebook, contextual advertising in Google or banners on relevant websites.
Another option that can help your business marketing is advanced interaction channels. Keep the email and phone communication active but also consider investing in innovations. Online shops benefit from live chatbots a lot. Tech businesses with new products often use digital onboarding through bots, too. And social media profiles should rely on messaging.
Last but not least, remember that knowledge is power. You can build a successful marketing strategy for your business only based on enough data. Know your audience, know what they want, and how to help them. Other things are technical, but planning and understanding of users is the most essential part of any optimization. Good luck!