1. When it comes to social media, work smarter not harder
We know that running a business of any size or type can be extremely demanding and this can make scheduling time to work on your social media fall to the bottom of the to-do list. Implementing a strong online social strategy will strengthen your brand and grow your customer base, but the key is understanding which social media platforms work best for you and how to use them effectively.
The first thing to explore is which social media platforms work best for your business. For example, if you are a company selling products such as clothing or food, then you should engage with your audience through highly visual platforms, such as Instagram and Youtube on a regular basis.
However, if you sell B2B services such as accountancy or consultancy, then it may be better to spend your time using networking sites such as LinkedIn and Twitter to promote your services, generate work and most importantly build real, professional relationships.
Using the right social media platforms can save you valuable time and make your campaigns more focused and effective.
2. Create relevant and useful content
The amount of information that people are exposed to online is growing exponentially each day. Due to this, people are more selective as to how they spend their time and what content they will consume. The days of obvious clickbait articles are long gone, we’re now in an era where people want useful content that is going to help, entertain or educate them.
Therefore, it’s essential to think about your audience carefully and consider ways that you can add value to their customer experience. For example, if you run an accountancy firm, you could write blogs and create videos giving people free financial tips and advice. This type of content will drive more traffic to your site, strengthen your brand and expand your customer base.
The key to successful content is engaging your audience with individual and useful posts. This kind of strategy will turn casual browsers into brand ambassadors.
3. Understand what you do best and celebrate it!
Time and time again we work with businesses who do incredible work that should be shared and celebrated but instead, these stories are swept aside and left untold. Don’t be afraid to be bold when it comes to telling your brand’s story. If you offer a service or product that is unique to you, make sure you shout loudly about it to your growing audience.
Once you understand what makes you stand out you from your peers then you should focus on celebrating this by boosting targeted social media posts and optimising your SEO campaigns. Letting your customers know what you excel at is a way of separating you from the rest of the market, it builds trust, grows your brand identity and gives people a reason to invest their time or money on your products.
4. Treat customers how THEY wish to be treated
I know this may seem like teaching fish how to swim but understanding your customer’s needs can be easy to overlook. No matter what your business is, it’s likely your customers are all diverse with individual needs and have come to you for a solution to a problem.
For example, if you run a high street fashion store there are various reasons your customers will choose you over competitors. It could be style, quality, to express individuality or for comfort. Learning the reasons your customers shop with you is fundamental to optimising your marketing strategy and developing your brand.
One of the best ways to understand your customers better is by asking for their feedback. There are many ways you can do this, through email, social media or even face to face. It’s worth considering incentivising customers to leave feedback by offering giveaways or running competitions. This shows to your customers that you care and that you put their needs at the forefront of everything you do.
Seeing the value in honest, nonbias feedback can help you make better business decisions, improve your products and it will build trust with your customers.
5. Make SEO and CRO work for you
SEO is not a new topic by any means, but it’s certainly something that should be thought about when developing your marketing strategy. When thinking about SEO you want to ask yourself the following questions:
- who your audience and customers are
- what sort of information they are searching for
- why they are searching for this information
- finally, what ‘keywords’ they’re using to find it.
Once a customer has clicked through to your site you want to ensure the page they land on is clear, relevant and easy to navigate around. This is a key part of CRO (Conversion Rate Optimisation). CRO is an industry term for optimising your site to encourage your customers to commit to making a purchase, request a quote or sign up to your mailing list.
Generating traffic to your site is only half of the battle, if your customers are leaving your site before making some kind of commitment then you are in danger of losing business to a competitor. The best way to encourage your customers to commit is to ensure your website is looking great, running smoothly and to make it as easy as possible to buy or enquire.
If your content is useful and presented clearly, this will likely improve the length of time a user spends on your page. This is referred to as ‘dwell time’ and the longer a user ‘dwells’ on your web page, the better it will rank on google.
Make sure you are using SEO and CRO to work with you and not against you by choosing keywords unique to your business and by optimising your landing pages.
An SEO campaign executed correctly can be invaluable and generate more traffic to your site and bring you more business.
6. Outsource your weaknesses
As mentioned above, it’s essential that you understand and celebrate the things you are great at, but what about the things you are not as good at? These areas are just as important to your business and should be treated with the same drive and passion as everything else you do
Business owners are accustomed to wearing many hats for different roles, however, if one of these roles are being given the time or attention, it could be costing you money. For example, if your social media is one of the areas that is taking a back seat in your daily routine, this could be costing you the chance to be growing your brand and customer base.
Accepting your weaker qualities is equally as crucial to knowing your strengths. Once identified, you can take steps to outsource these tasks, allowing you to spend more time on the things you are great at. One solution to this problem is working with a professional agency or contractor who can look at your business with a fresh view, come up with fresh ideas and can help you excel your business in the areas previously neglected.
Outsourcing your weaknesses is time efficient, cost-effective and it may just save your business.
What next? If you’d like to improve the way you market your business and focus on your strengths, make sure you follow us on social media or drop us a line to arrange a time for a brew and a chat.
Chris Mather, 7th March 2019
Telephone: 01282 685 370