Thirty years ago, your accounting firm probably took out an ad in the Yellow Pages, rented a billboard, and made sure their phone number and business hours were clearly listed on the door. That was advertising in a nutshell for most small businesses. Print was king, marketing was (relatively) simple, and a company’s reach was often limited by a physical radius.
Today’s technology has changed all of this. Local companies can now work with customers around the world. Print is still viable but has taken a backseat to online advertising methods. And marketing itself has become more complex, thanks in part to the wide variety of online content and ever-changing campaign tactics.
Maximize Your Online Presence
A strong online presence makes the most of the tools that are available - web, social media, dynamic content, and high online ratings. But most companies only make use of one or two; or worse, they try to use them all without really understanding the best practices behind each strategy. Today, we’re simplifying the complex world of digital marketing by breaking down the four foundational strategies that will maximize your online presence. Think of it as a 21st-century primer for next-level digital marketing.
Develop a Dynamic Website
Imagine you started a business but didn’t let anyone know you were there. You didn’t put a sign out front, you kept the name and office hours off the front door, and you never bought business cards. Your business wouldn’t last long.
In today’s world, a business without a website is exactly like a company without its name on the front door. Your website should promote your products or services with quality graphics, easy-to-understand copy, and a compelling call to action. Websites have become easier than ever to build, but unless you’re running a personal blog, you need to turn your website management over to a professional. To truly maximize your online presence, seek out a company that specializes in customized content, strong SEO, and dynamic web design.
Make the Most of Social Media
Social media is more than funny memes and cat videos. To really make the most of your social media presence, you need to understand:
- Which type of social media is best for your business
- What type of content works best for your industry
- How to best interact with existing and potential customers
- When to post and how to vary post types to engage with your online audience
Create Meaningful Content
We live in a world where new data is added every second; it’s now easier than ever to share your story, but increasingly challenging to get your information in front of your target audience.
This is why content truly is king! By using the right combination of words, graphics, and content styles, you can connect with new clients and maintain meaningful relationships with your existing ones. Your content should include a mix of the following:
- White papers
- Press Releases
- Articles industry newspapers / magazines
Whatever style you choose, make sure the content you create is helpful for your target audience. There is enough “fluff” on the internet already. Instead, focus on raising awareness, promoting understanding, and solving problems. By creating quality content that actually helps your clients, you’ll forge meaningful connections and stand out from other businesses that crank out substandard content simply to say they’re creating.
Raise the Bar Using Reviews
Although marketing has evolved quickly since the advent of the World Wide Web, one truth remains the same: word of mouth travels fast. This is why it’s more important than ever to focus on excellent customer service to leave a positive, meaningful mark on your space online.
When used correctly, online reviews can help drive more business to your door and can help existing customers become more loyal. The most popular platforms for reviews are Google, Yelp, and Facebook.
If you haven’t already, claim your review space by creating your Google Business account, Yelp account, and a Facebook business page. Encourage your clients to leave reviews, and check your accounts often to see what people are saying about your business. If you see a negative review, check it for accuracy and, if possible, do what you can to publicly make the situation right.
Digital marketing is complex, but with the right tools, training, and marketing team, your business can stand out from the crowd. At Hudson, we specialize in digital marketing for businesses that offer quality services and user-first experiences.
If you’re ready to take the next step in digital marketing, drop us a note to let us know how we can help - it’s that simple!