Whenever you read the news, you will come across reports about the economy – how the stock market is performing and data on jobs, unemployment, and currency exchange. You will read terms such as “Gross Domestic Product”, “recession”, and “trade balance”. 

For the past few months, the news has given massive coverage on the trade war launched by the United States against China and how it has impacted the bottom line of many U.S. companies in the manufacturing and agricultural sector.

Certainly, these types of news are disconcerting because when companies are in trouble, jobs and consequently, the livelihood and well-being of many families are on the line. 

Thus, in a world that has become increasingly concerned about profit, the idea of a non-profit organization must leave some people scratching their heads. 

What Is A Non-Profit Organization?

By definition, a non-profit organization is an entity that does not funnel its earnings to stockholders or investors. The majority of non-profit organizations are not connected with the government and are private entities. 

However, instead of paying out dividends to its stockholders, a non-profit organization appropriates its income to help the group achieve its goals which are usually philanthropic in nature. 

A non-profit organization can support a variety of causes. Some of the most popular ones include endangered species, preserving the arts, social reform programs, protecting the environment, education, and literacy. 

What Are The Challenges Facing Non-Profit Organizations?

Spearheading a non-profit organization can be a daunting task. With information flowing freely – thanks to the Internet and the advances in digital technology – decisions are more easily influenced by data that is available on the web.

Similar to profit organizations, non-profit organizations face several challenges that may obstruct their efforts to achieve their goals and objectives.

We have identified 3 challenges that non-profit organizations have to contend with in the coming years:

  1. Government Regulations – Changes in government regulations and tax reform laws may affect the decisions of individuals to contribute as well as hinder the ability of non-profit organizations to invoice for their services and generate more funding.
  2. Hiring Volunteers and Recruiting Staff – An increase in the number of jobs available in the market in combination with an upward adjustment in the wage rate has made it more difficult for non-profit organizations to hire and recruit volunteers needed to attend to its various duties and responsibilities. 
  3. Lack of Technological Support – With the decline in available funding, non-profit organizations are finding it increasingly difficult to avail of and utilize technology needed to further its growth and open new avenues for financial support. 

Mountaintop Web Design is not an interest group and neither are we in the recruitment business.

However, we are in the technology business. We understand how digital innovations and the Internet can be utilized to help non-profit organizations meet their goals. 

How Can Non-Profit Organizations Benefit From Digital Marketing?

If you want to know how digital marketing benefits small businesses, please read our blog, “5 Reasons Why Small Businesses Need To Invest In A Digital Marketing Strategy”.

The truth is, a non-profit organization also reaps the same benefits from incorporating a digital marketing strategy as a profit organization. 

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1. Low-Cost Method Of Promoting the Organization’s Objectives

Digital marketing is the process of utilizing digital technology – various online tools and platforms – to market and promote a business, it’s products and services. The process is run via online channels foremost of which is the website. 

For the reason that the world is becoming more technology-dependent, all businesses, whether profit or non-profit, should have a website. Here’s a statistic that you should keep in mind:

Of the 7.7 Billion people on our planet, 4.3 Billion are on the Internet every single day. That number accounts for 55.6% of the world’s total population.

If your business is not on the Internet, how would potential customers – or donors – find you? The website is your business address on the Internet. 

The cost of putting up a website will depend on the type, functionality, and design features. At Mountaintop, we can customize a fully-functional, mobile responsive website that will meet your needs and budget.

And if you wish, you can build your own website by using a free design template from WordPress. We have written about it in our blog, “How To Build Your Own Website In 4 Easy Steps”.

Another effective channel for digital marketing is social media. According to a study by Sprout Social, 74% of consumers’ buying decisions are influenced by social media content. 

Of the 4.3 billion people on the Internet on a daily basis, more than 3 billion are on social media. Facebook accounts for 2.2 billion of social media’s daily traffic

Setting up a social media account for your non-profit organization will not cost you a cent. There are many social media platforms to choose from – Facebook,  Instagram, Twitter, Pinterest, and YouTube – are the popular ones and have large communities. 

You can choose 2 to 3 social media platforms to post content on a regular basis. With time and by creating useful, engaging, and compelling content, you should see more traffic driven to your website.

2. The Non-Profit Group Becomes Available 24/7

Unlike a shopping mall or a commercial building, the Internet does not close down or take holiday breaks. It is open 24/7.

When you have a website and social media accounts on the Internet, your non-profit organization becomes available 24/7.

  • Potential donors can read about your charitable cause; its purpose, vision, and organizational goals.
  • The use of compelling content delivered through regular blogs and video links are strong influencers which can immediately convert interest into donations.
  • If the site visitor wants to make a contribution, we can integrate a donation system that will easily facilitate the payment.

3. Measure Performance In Real-Time

One of the great advantages of using digital marketing is that you can track its performance in real-time by accessing data known as analytics.

Analytics will provide you key information on your current digital marketing strategy. You will have empirical evidence that will identify the processes which are delivering good ROI. 

Likewise, Analytics will point out the processes that are not delivering results. By determining the processes which result in ROI and those which are not, you can fine-tune the strategy. 

Thus, you can adjust the budget and allocate more resources to high-return processes. By using analytics as a reference tool to manage your budget, your overall digital marketing strategy should deliver higher ROI. 

4. Adapt to Changes In Consumer Behavior

Blogging and social media marketing are platforms that allow your followers to directly engage with you. Some will post comments related to the content you posted. 

Our advice is to respond to these commenters right away – within 24 hours if possible. The reason is these comments are valuable data. They provide keen insights on how your audience thinks, behaves, and processes information. 

When you respond, you create a feedback system between your non-profit organization and the commenter. 

The feedback system will establish communication which can eventually lead to an important component of business development: Relationship building. 

Building a solid market base of end-users and regular patrons will come down to expert relationship management. 

Digital marketing will provide you with the platform, tools, and channels to build a strong following and an enhanced presence on the Internet. 

In the following section, we will discuss 2 case studies of non-profit organizations which greatly benefited from having a website designed and managed by our company.

Case Study No.1 – Severe Weather Shelter Network

Severe Weather Shelter Network is a non-profit organization which partners up with various groups and agencies to provide immediate shelter to people who are living on the streets during harsh weather conditions.

The non-profit group already had an existing website but it was not delivering the expected results. SWSN approached us to redesign the site with the objectives of increasing awareness and improving the process of making donations.

Old website

For the website redesign, we put more focus on the homepage which is the primary landing page on a website. 

You will see the group’s Brand Value Proposition (BVP) right away – “Help Us Make A Difference. Helping the homeless build a community of supporters and providing a place of refuge on freezing nights.”

The BVP is short, direct, and easy to understand. Below the BVP is the Call-to-Action (CTA) which is asking the site visitor to make a contribution through the donation system that we built into the website.

Severe Weather Shelter Network is happy with the site and have seen a large increase in the number of their donations. They have also subscribed to our Extreme WordPress Care Plans to keep their website safe from potential cyber-attacks.  

Case Study No.2: Love In The Name Of Christ

Love In The Name Of Christ is a non-profit organization that works with local churches to help transform the lives of people who were lost and had no direction or purpose through the teachings of Christ.

Similar to Severe Weather Shelter Network, Love In The Name Of Christ had an existing website. However, it had an outdated design and was not functioning very well. 

We gave it a fresher look that was aesthetically beautiful and fully-functional. The BVP on the homepage was effective; it was easy to remember and direct to the point. 

We also included a donation system to facilitate contributions faster and more convenient for donors. 

Love In The Name Of Christ also signed up with our Extreme WordPress Care Plans.

Conclusion

Digital marketing has been proven to be an effective way of helping non-profits achieve their goals. 

Whether you are a profit or non-profit organization, you need to have a strong presence on the Internet. 

Having a website in combination with the right digital marketing tools and processes will help spread the message of non-profit organizations while effectively addressing the challenges they face.

If you are a non-profit organization that is thinking of putting up a website or having your existing one redesigned, please give us a call or drop us an email. 

You can consult with us for free. 

Coffee’s on us!

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Investing in a website is a smart first step to building a profitable business. In fact, you are already several steps ahead of the 45% of businesses that still don’t have a website. 

Now that you have taken the first step, what is the next step?

If you are not sure how to use a website to make your business profitable, you are not alone. 

One reason why 45% of small businesses still don’t have a website is that the owners are not sure what it does and how it works to contribute to profitability. 

The truth is, running a small business website is not that difficult or complicated. Yes, there is a learning curve to overcome and it will take some time before you can see the fruits of your labor. 

However, with patience and diligence, your website can become a profit-generating machine for your business. 

So what is the next step? Read the article and find out how to use your website to make your business profitable.

Why Your Website Is The Most Powerful Marketing Tool For Your Business

Unlike a brick-and-mortar business, your website is open 24/7. It can be accessed by millions – even by billions – of people who are on the Internet every day. 

Can you imagine owning a retail store that is open 24/7? You can have sales transactions every hour! People will be buying after close-of-business hours and keep your cash registers ringing. 

This is possible with an online retail or e-commerce store. Your customers will simply click on your URL or website address, land on your homepage, read through your product list, then pay for the transaction at the checkout counter. 

Through it all, you could be playing catch with your son, watching your daughter’s piano recital, having a glass of red wine with the spouse, or in the REM stage of a good night’s sleep. 

Sounds too good to be true?

Well, it’s not! 

There are many online entrepreneurs who are reaping the success of running a profitable Internet-based business.  

These online entrepreneurs are not exceptions to the rule. Anyone can have a dynamic website that helps the business earn considerable income and become highly profitable. 

The key is to learn how to harness the power of your website so you can maximize the opportunities that can be found on the Internet.

1. Make Sure Your Website Is Mobile Responsive

We have written a good number of articles on the importance of having a mobile responsive website. 

We did not stop there. 

In our other articles on digital marketing and website design, mobile responsive is always mentioned.

Here are 4 statistics-backed reasons why your website should be mobile responsive:

Having a website is a start but complete the project by making sure it is highly mobile responsive. By this, we mean that your website should have no problem setting up on the screen of a mobile device regardless of screen size. 

If your website is not mobile responsive, you will lose business. Worse, not having a mobile responsive website can even prove to be damaging to your business. 

Imagine clicking on a website from your smartphone and having to zoom-in and manually adjust the position of the page on your screen just to be able to read the content. 

You will probably click out of the website.

Coincidentally, that is what your prospective customer will do if your website is not mobile responsive.

2. Optimize Your Website

We have come across websites that are beautiful. They look elegant and the content on the site is very well-written.

Unfortunately, according to the websites’ analytics, very few people have seen them. 

The website cannot be seen because they cannot be found. They cannot be found because the websites are not optimized.

Search Engine Optimization (SEO) is the process of using techniques and processes that will increase the search visibility of your website on the Internet. 

Without SEO, it does not matter if your website homepage looks like it should be on the Louvre Museum in Paris, France or if the content reads like it was written by Leo Tolstoy.

Hardly anyone will find it unless you have it optimized.

Here are 4 areas that you should look into to have your website optimized for easy search.

  • Keyword Research – Keywords are the most-often used words or phrases when someone launches a search query. Having your website content embedded with the right keywords will make it easier for the search engine crawlers to index your page.
  • Site Navigability – The navigability of a page plays an important factor in User Experience of which Google is big on. If you want your website to convert, you must make it easy for the visitor to use. If the visitor feels like he is trapped in a labyrinth, he will just click out.
  • Meta and Title Tags – Meta and Title tags are the responsibility of the web developer. These are descriptions of your website that are included in its code. Title tags describe what your website is all about and can be seen on the results page. Meta tags are hidden within the code but are used to validate the type of website that you have. 
  • Site Speed – Although it takes 8.66 seconds to download the top ranking websites in Google, Internet searchers still expect a website to download in 3 seconds or less. 53% of users will leave a website if it does not download in under 3 seconds. 

3. Focus On Your Website Homepage

An argument can be made that the Homepage is the most important page on your website. This is because is the page where a visitor will land after he clicks on your URL. 

Having an effective website homepage means having one that is efficient – it should get the job done in no more than 6 seconds. 

If the site visitor does not see anything useful, relevant, and compelling on your website within 6 seconds, he will click out.

What then makes an efficient website homepage?

  • Less Is More – Have you come across a website that has so many things happening on the homepage? There is so much text. The homepage copy feels like reading a long-form blog. 

Likewise, there are too many images and it seems that the color choices were made without thought or purpose. 

When designing a homepage, the rule is less is more. Too much activity on the homepage will only serve to distract the site user not help him find what he is looking for.

  • What Is Your Brand Value Proposition (BVP)? – The Brand Value Proposition or BVP is a statement that tells site visitors what your business can do for them. The BVP is the most important statement on your homepage and perhaps on your entire website. As mentioned, you only have fewer than 6 seconds to catch the interest of the site visitor. This is where the BVP comes in. It must be short, direct-to-the-point, and easily understood. 
  • How Compelling Is Your Call-To-Action (CTA)? – The Call-To-Action (CTA) tells the site visitor what you want him to do. To be effective the CTA must be direct-to-the-point. It should state urgency and the importance of acquiring your products and services right now.

You can make your homepage more compelling by adding testimonies or explainer videos. However, from both a design and functional perspective, less is more. 

We recommend prioritizing the BVO and coming up with an effective CTA. From there, you could consider a slide featuring testimonies from actual clients or customers. 

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4. Blog Actively

People spend 23% of their time online reading blogs. 

That statement should be enough to emphasize our point on the importance of blogging actively for your business. 

However, before you blog actively, it would be best to understand what makes a blog effective.

Blogging is not as simple as writing about a topic you like or specialize in. We have clients who are experts in their field. They create blogs that are packed with information acquired from the years invested in the industry.

Yet, hardly anyone reads them. So, they get discouraged from blogging. By doing so, they fail to realize the benefits of blogging. 

There are 2 reasons why their blogs do not gain traction and fail to deliver the desired results:

  • The blogs are not optimized for search.
  • The blogs are not written for the audience.

Blogging is not the same as writing a college term paper or a piece on a broadsheet. It combines the creativity of writing and the precision of digital technology. 

Yes, you need a good writer who can create compelling pieces that are free of spelling and grammatical errors. However, these must be optimized so that the blogs can be searched and found on the Internet. 

Optimizing a blog involves a number of processes, some of which we will discuss here:

  • Keywords – We mentioned the importance of keywords in optimizing a website. The same can be said for your blogs. In order to be found your blog should contain the most-searched keywords in your industry. Therefore, in addition to topic research, your content creation strategy should include keyword research.
  • Structure – Do you find reading a thickly-worded paragraph a pleasant experience? Not many people do. Too many sentences in a paragraph can turn reading into a tedious experience. To improve readability, the paragraphs should only contain 3-4 sentences. Consequently, each sentence should have no more than 40 words. Ideally, 20-25 words per sentence are best for optimization purposes. 
  • Content – An effective blog should have content that is fresh or unique, relevant, useful, informative, and compelling. It doesn’t matter if you have the best keywords in the right density. If your content does not meet the criteria, it will not be read.

We cannot overemphasize the importance of blogging. However, you need to have blogging done right.

We have published several blogs that have been recognized as among the best in the digital marketing industry. If you need help in blogging, we are the agency to go to!

5. Stay Active Online

The best way to stay top-of-mind on the Internet is to stay active online. 

Let us go back to blogging. 

According to research, you should blog at least 11 times per month in order to achieve the best results in sales conversions and website traffic.

What is the ideal length of a blog post for SEO purposes? According to a study by Search Engine Journal, your blogs should average 1,900 words. 

That is a lot of writing per week!

Then, you have to publish the blogs on various online channels such as social media, blogging communities, and of course, your own website. 

That is a lot of work!

However, you have the option of outsourcing these tasks to third-party agencies such as Mountaintop Web Design. This way, you can free up your time to focus on activities that are directly involved with your business. 

The bottom line is that in order to stay relevant, you have to maintain an active presence online through blogging and frequent posting of content.

6. Fortify Site Security

Last July 2018, search engine giant Google started flagging websites without SSL certificates as “Not Secure”. 

Having your website labeled as “Not Secure” by the Internet’s biggest search engine is enough to drive away interest from your business. 

Google decided to impose SSL certificates to all websites because of the growing threat of cyber-security. As you well know, Google is big on User Experience. 

You can learn more about SSL certificates and their importance for maintaining security for your website in our article “SSL Basics: Why You Need It To Protect Your Website From Hackers”.

Encourage site visitors to enter your website by securing it with SSL certificates. It is very easy to get SSL certificates and they will help protect your data from being stolen by cyber-criminals. 

Conclusion

The website is more than just a business address on the Internet. It is your digital hub online where all transactions take place. Because of your website, your products and services can be accessed by a wider audience. It will give you the platform to build your reputation as a reliable resource in the industry.

Once your website goes live, it allows you to capitalize on the opportunities on the Internet that can make your business profitable. 

However, a website will not run on its own.

You have to institute processes and techniques that are designed to drive traffic to your website. If done properly, these processes and techniques – such as the ones discussed in this article – will deliver results and make your business very profitable.

If you like this article, please feel free to share it in your community. And if you want to learn more about our services, let’s discuss it over your favorite brew!

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Once considered an “outdated” form of marketing, email continues to prove itself time and time again as an effective and reliable channel. Email marketing can help businesses acquire 40 times more customers than social media. A B2B audience, in particular, ranks email as the third most influential resource of information after thought leaders and colleague word-of-mouth.

This is why consistent investment into email content should be standard for a well-rounded digital marketing strategy. Newsletters are one of the simplest ways to keep your brand on subscribers’ radars and continuously build stronger engagement.

What constitutes a newsletter? A newsletter is an email sent (most likely at a regular schedule) informing subscribers of relevant business updates. Content varies from customer-focused information such as activity reminders or new product releases to business-focused brand news.

Here are five elements to pay attention to when constructing a perfect newsletter.

1. First Impressions

Due to the importance of high open rates, first impressions are extremely important in email marketing. Open rates are the percentage of emails opened in comparison to the total volume you’ve sent. It’s a standard benchmark to measure and it affects campaign performance—after all, subscribers who don’t open what you send can’t engage with the content in your newsletters.

This is why to hit or move beyond the average email open rate of 17.92%, you need to pay attention to:

  • The email address you send campaigns from

Misrepresenting who you are by listing a vague email address risks having your mail sorted into the spam folder by email providers. This may be a violation of the FTC’s CAN-SPAM Act, which requires you to clearly state who you are in your emails. 

  • The text preview, or header and first few lines

Some browser extensions provide a snapshot preview of the contents of an email when they arrive. Take extra care in writing the first few lines or choosing the first image.

  • The short phrase in your subject line

Subject lines are best kept short, clear, and inviting. The average recommended length is 35-50 characters—any more than this and email providers clip them short.

2. Copy

Which would you rather read from start to finish? A message that looks like it was copied and pasted and mass sent to everyone or something that uses your first name and looks crafted to appeal to your interests?

Personalization is the name of the game when it comes to the written content of your emails. 60% of marketers say data that provides contextual signals like location or weather is highly effective. Plus, personalization can improve conversion rates by 6%. Create different options for different customers, with newsletter content that varies according to the interests of each list segment.

In addition to the types of content you send, mind your writing style. Using online communication means you have to write for the web. That means:

  • Shorter paragraphs and sentences
  • Minimal jargon
  • Focus on a single audience per newsletter
  • Aim for a single goal to minimize distractions.

3. Layout

More than half of all emails are now opened on a mobile device, so the first thing to consider when laying out content is whether it’ll look good when read via smartphone. After that, you want to structure emails to present a natural flow of information, with images and text complementing each other to eventually lead towards a call-to-action.

Here are three email design layouts you can use.

  • One column – A simple layout designed to work on both desktop and mobile, only coded to be mobile-first. They usually adapt and scale, and contain bite-sized information to help users navigate easier.
  • Inverted pyramid – Begin with a large, engaging image. Follow it up with a value proposition that clearly communicates the benefits of reading, insert the rest of your content, and end with your CTA.
  • Zigzag – An angular design grid using color-blocking and tilted imagery acts as a guide pushing the reader towards the end of the email.

Source: Campaign Monitor

4. Images

Go big or go home? It isn’t that simple. With changes in screen width, diversification of devices and resolutions, and consumer browsing habits, finding the ideal image size isn’t as straightforward as before. While desktop and laptop resolutions have become larger and sharper, more emails are being opened on smaller mobile devices. Responsiveness is key.

A safe size for your larger images, though? The best width for your newsletter images is still 600px wide, making the legacy of Microsoft Outlook live on. However, you can go wider if you keep central visual elements in the middle and use the rest of the space for the background instead.

When choosing content to accompany each part of your newsletter content, such as company updates or product recommendations, think of social proof and lifestyle. You want your audience to see themselves in your content, not alienate them. For example, if subscribers are older, you won’t want to use images with teenagers or a different age demographic.

5. Calls to Action

A good call to action button improves click-through rates and assists in conversions. And yes, they aren’t just links included within your email body, they’re individual buttons positioned right where your reader can see them.

Call to action buttons normally don’t have much variation, but there’s a good reason for that. These buttons are already an established bit of web design and automatically register in viewers’ minds as clickable, so deviating from that consistency will cause confusion. What you need to do is make sure the text on them is clear and actionable, that they’re visible on the page, and that they look inviting.

You can place them near the end of your newsletter or beside each segment of content referring to it, such as in the case of news collections and product catalogs. You need at least one—or else, why are you sending newsletters at all?

Final Thoughts

Newsletters are simpler in scope than emails built to support a special campaign. However, invest the right amount of thought into their design and you can build lasting relationships with your subscribers—eventually converting them into fully paying customers.

Author Bio

Ash Salleh is the Director of SEO at Campaign Monitor, where he works closely with content, copy, and analytics teams to improve site-wide optimization. Prior to his time at Campaign Monitor, he also provided SEO and digital marketing expertise at Zappos and Axiata Digital.

2018 was a big year for PPC or Pay-Per-Click Marketing. Google Adwords was re-branded as Google Ads. The change was not all cosmetic. Google Ads was improved with new features, tools, campaign types, and targeting options.

Since branching out to the world of advertising in 2000, Google has leveraged its Internet dominance to generate a staggering US$116.3 Billion in ad revenues in 2018.

The number accounted for 85% of Google’s total revenues in the same year.

Not surprising, other companies saw the success Google had in advertising and followed suit:

  • Bing Ads revamped its offering to include new targeting capabilities, the availability of more reports plus other interesting new features.
  • Bing Ads collaborated with social media platform LinkedIn to introduce LinkedIn Profile Targeting.
  • Amazon’s aggressive push into PPC Marketing as more consumers continue to use its platform to search for more products.

Despite the challenges posed by Bing, Amazon, Facebook, LinkedIn, Twitter, and other PPC Marketing platforms. Google Ads remains the gold standard in the industry.

What Is PPC Marketing?

PPC Marketing is a process where the advertiser – you – pays the agency every time someone clicks on your ad.

The great thing about PPC Marketing is that your ad is placed in the sponsored results section of the Search Engine Results Page (SERP).

For example, you are in the business of selling remote control drones. You decided to use PPC Marketing to post ads on your latest product – remote control drones with high-resolution cameras.

Whenever someone launches a Google search query “remote control drones with high-resolution cameras”, your PPC will appear in the SERP that has all the URLs on the topic.

Thus, with PPC Marketing, the probability is high that your ad will attract a buyer who is genuinely interested in your product.

With PPC Marketing, you can be assured that your ad will be published in full view of targeted customers – those who have a strong intent to purchase your products or services.

Consequently, PPC Marketing can give your website a search ranking boost!

You can read more about PPC Marketing in our article, “SEO vs PPC: Which One Is Better For Your Business?”

The question you must be asking is “Should I invest in PPC Marketing? Will the investment be worth it?”

If you ask the good people at Google, they will tell you, “Yes! By all means, you should invest in PPC Marketing!”

Google has every reason to take a strong stand in favor of PPC Marketing. According to the search engine giant’s 2016 report, advertisers earned an average of $8 for every $1 spent on PPC Marketing.

4 Reasons Why Your PPC Marketing Campaign Is Not Delivering Results

That number should be enough to get your eyes and mouth wide open and give us a call here at Mountaintop Web Design.

However, we would like to emphasize that Google’s reported ROI on PPC Marketing is just an average. There are advertisers who fell short of their goals.

Why is your PPC Marketing campaign falling short of its targets? There are 4 factors that can have a dampening effect on your PPC Marketing campaign.

1. Choice of Keywords Is Too Broad

Similar to online content, your PPC ads have to be optimized. Thus, it is very important to have tightly-focused and precise keyword research.

The keywords that you are using in your PPC ads must match the intent of the target consumer as closely as possible. If your choice of keywords is too broad, your ad will be displayed to a wider or diverse audience many of whom may not be interested in what you are selling.

For example, you are in the business of selling specialized diesel engine pumps. If you used the keywords “Diesel Engine Pump” or “Diesel Fuel Injector Pump” in your ad, it will be placed in SERPs where prospective customers could be looking for just ordinary diesel engine pumps.

However, if you chose “Distributor Fuel Injector Pump” or “Common Rail Fuel Injector Pump”, you would be streamlining the search to consumers who have a need for these specific types of fuel injector pumps.

Thus, the chances of a prospective customer clicking onto your PPC ad will be much higher than if you opted for more generalized keywords.

2. The Message of Your PPC Ad is Disjointed

When creating a PPC ad, your copy must be aligned with the headline and the intent of your target market. Otherwise, the message of your ad will be disjointed and will not resonate with your target market.

Conceptualizing an effective PPC ad is a two-step process. First, the headline you plan to use and the content of the ad copy itself should match or correspond to the keywords you are bidding on.

Second, the message your PPC ad is conveying should provide answers or a clear-cut solution to the needs of your intended market. When a consumer runs an Internet search, he is looking for solutions that can help address a particular problem.

In order to be clicked on, your PPC ad must present itself as a potential solution to the problem or issue that is presently confounding the consumer.

3. Google Gives Your PPC Ad a Low-Quality Score

Google will review your PPC ad and determine your Quality Score or QS. Your score will depend on 2 factors: overall quality and relevance of your ad. Google measures these factors by keeping track of how many people actually click on the ad after it has been displayed on the SERPs.

Essentially, a lower QS means fewer people are clicking on your ad. While Google will measure your QS, it will be up to you if want to implement changes and improve the ad so that more people will click on it.

4. Poorly Designed Website Landing Page

Getting an Internet searcher to click on your ad is one thing. Giving him the best User Experience when he gets to your website landing page is another.

What will the site visitor see when he lands on your page? Will he readily find solutions to his pain points? Will your landing page content provide the answers to his questions?

Your efforts to find a customer do not begin and end with the PPC ad. Likewise, your landing page must be optimized to help increase conversions.

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How Much Will It Cost To Run A PPC Marketing Campaign?

In our article, “How To Setup A Low Cost But Effective Digital Marketing Campaign”, we discussed the ways in which you can run a digital marketing campaign that can deliver results without breaking the bank.

PPC Marketing was not included among the best low cost strategies in the article. However, we mentioned PPC Marketing as an option that you can consider especially if you have a larger budget for marketing.

If you are thinking of including PPC Marketing as part of your digital marketing strategy, for the reasons stated at the beginning of this article, Google Ads would be the best platform to launch your ads.

Google Ads uses a bid system whereby you, the advertiser, will put in a maximum bid that you are willing to pay for every click or cost-per-click (CPC) your ad receives.

The rule is simple: the higher your bid the more advantageous the ad placement will be.

According to Google, the average CPC for advertisers in its platform is $1 to $2 on its Search network.

While this reported average CPC may seem attractive, the true cost of your PPC Marketing campaign will depend on 5 factors:

  • The competitiveness of your industry.
  • The competitiveness of the keywords.
  • Your Quality Score (QS).
  • The bid of your competitors for the keywords.
  • The quality of your competitors’ ads.

Google estimates that small and medium-scale businesses spend an average of $9,000 to $10,000 per month or $108,000 to $120,000 per year on PPC.

According to a study conducted by WebFX, the most expensive keywords come from the following industries:

  • Legal
  • Financial Services
  • Insurance
  • Retail

The financial services and insurance industry combined to spend an average of $1.2Billion in PPC ads every year. Amazon, the world’s largest online retailer, averages $50 Million for PPC ads per year.

The WebEx study identified the following keywords as the most expensive:

  • San Antonio Car Wreck Attorney – $670.44
  • Accident Attorney Riverside CA – $626.90
  • Personal Injury Attorney Colorado – $553.08
  • Structure Settlements – $539.82
  • Austin Drug Rehab – $463.05

78% of the most expensive keywords pertain to the legal industry. A far second is about Water Damage at 8% and coming in third at 6% is insurance. Business Services account for only 1% of the most expensive keywords.

However, putting in the highest bid is just one part of the PPC equation if you want to get the best placement. As previously mentioned, Google will consider your QS to determine the placement position of your ad.

Your QS is calculated based on 3 factors:

  • Relevance of your ad to the keywords.
  • Click-Through-Rate or CTR which is the number of clicks your ad generates as a proportion of the number of views it gets.
  • The quality of your landing page.

Using these 3 variables, Google has come up with is Ad Rank formula:

Ad Rank Formula = (Max CPC bid) x (Your Ad’s QS)

For example, if your maximum CPC bid for a keyword is $1.00 and Google gives your ad a QS of 10, your Ad Rank will be 10.

In an auction, the advertiser who ends up with the highest Ad Rank will be awarded the top advertising spot.

Google calculates the amount the advertiser pays per click with this simple formula:

(Ad rank of the ad below yours) / (Your QS) + $0.01

From the above formula, we can see that your QS will have a big impact on the cost of your PPC Marketing campaign. You can actually spend less and still acquire the top advertising position if Google gives you a high QS.

Conclusion

Google Ads is a good PPC Marketing platform to begin with. One of the biggest advantages of using Google Ads is that it gives you 4 ways to stretch your PPC Marketing budget.

First, Google Ads has a feature that allows you to create daily budgets whereby you can allocate more money to campaigns that are focused on promoting your top selling products.

Second, you can set the time and date that you want your PPC Ad to appear. Thus, you can increase your bids only for specific hours of the week.

Third, Google Ads has an interesting feature called geotargeting which lets you set aside more funding to reach target customers in a specific geographic area such as a neighbourhood or city.

Finally, if you believe most of your customers are living the mobile lifestyle, Google Ads has a device targeting feature which lets you use some of your funding to deliver your PPC ad directly to people using a particular type of mobile device.

Is PPC Marketing worth it? The answer is “Yes” provided the following conditions are met:

  • Keyword research is highly-focused and targeted on specific, not broad or generalized keywords.
  • The message of the PPC ad copy must be clear; it must resonate with the intent of the Internet searcher and provide solutions to his concerns.
  • Likewise, the landing page of your website must be optimized and aligned with the message of your PPC ad copy. It should provide the answers the Internet searcher is looking for.

Your focus should be to come up with a PPC ad that will elicit a high QS from Google. The better your QS, the higher the probability of landing the top advertising spot. You can lower the CTC even if your max bid is not the highest.

Are you ready to add PPC Marketing to your digital marketing toolbox? Give us a call and we can set you on the right track to PPC success!

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A website is a valuable asset to have whether you are a large corporation or a small business. If you own a brick-and-mortar business, a website makes your products and services accessible 24/7.

It gives you a platform to share your expertise and enhance your reputation as an expert in the industry. The website is your storefront window. If it is mobile-responsive, people can access your website wherever they are.

And perhaps that is the problem with most websites – it only talks about the brand, the owners, the products and services, and the company.

Of course, the website is also a way of connecting with your customers through marketing. It can build your followers, generate leads, and convert interest into paying customers.

You have to promote the business and give your visitors important information on what you can do for them.

At Mountaintop, we view the website as more than just a business asset or a marketing tool.

For us, we think of the client’s website as a medium of communication – an avenue which the client should use to connect with the most important participant in the business cycle:

The Customer.

Why You Need A Website That Speaks To Customers

Have you ever had a conversation with a person you just met and all he ever wanted to talk about was himself?

His pronouns were limited to “I”, “Me”, and “Myself”.

We bet the “Exit” sign never looked more inviting!

A conversation involves 2 or more people interacting with each other. Essentially, a conversation has 2 participants – a talker and a listener.

You cannot have a conversation if only one person is talking. There must be an exchange of ideas or opinions. A feedback mechanism must exist for the communication cycle to continue.

In business, communication is a very important quality for the following reasons:

  • Fosters strong, long-lasting relationships
  • Addresses problems, issues, and concerns in a prompt and professional manner
  • Encourages everyone in the value chain to be more involved
  • Minimizes the incidence of misunderstandings
  • Builds loyalty and trust

If you only talk about yourself, how can you establish a relationship with the person you are having a conversation with if you won’t allow him/her to be heard?

The same analogy can be applied to a business website.

If all the business website talks about is its products and services, its history, and its founders, how would it know what the customers need if it doesn’t give them the opportunity to be heard?

Yes, brand-building is important for a business. In fact, we have written an article about it  “Importance Of Having A Strong Brand”.

We recommend giving the article a quick read. It will give you a good idea of why it is important to communicate or “speak” with your customers if you want to successfully build your brand.

Essentially, your brand is a promise. When your customers see it, they know what they are going to get. It encapsulates everything about you; the attributes that best define who you are and your business.

Thus, your brand is you. If you want your brand to resonate with your customer, it should allow feedback or a response.

The customer needs to see their story on your website. It should clearly articulate the following:

  • What your business offers to customers
  • How the business can make the customer’s life better
  • What the customer needs to do in order to purchase your products or service

In short, the customer should be able to see in their story everything that your business does.

The “About Us” page? It does not have to be about you.

The Home Page? The value proposition should not just speak of the brand. It should speak to the customer.

There are other ways to open up the communication channels of your website to your customers. By doing so, you will have a website that sells to customers.

1. Turn the “About Us” Page Into the “About You” Page

The About Us page is used to share information about the founders of the company; its main decision-makers and top managers. It reads like a Bio.

You will find information such as where they graduated from, their work experience, achievements, top skills, and maybe a few details about their personal lives.

An example of an About Us page content would read as follows:

“Albert D. Johnson – Founder, Johnson Manufacturing

I graduated from Princeton University in 1988 and had my first job as Operations Manager at Cartwright and Sons Manufacturing Company. After 25 years as a paid employee, I decided to start Johnson Manufacturing. In my spare time, I enjoy walking my dogs, reading poetry, and wine tasting.”

While the bio is short and concise, how would the information help the customer?

What is the value of the shared information – Albert’s Princeton degree, his first job, the decision to start his own company, and wine tasting – to the customer?

Instead of making the About Us page about you, make it about the customer.

Show the customer why they have come to the right place – that your business understands their concerns and has the products, services, skills, and expertise to help them address their problems.

Here is how we would rewrite Albert Johnson’s About Us bio:

“Hi! I’m Albert Johnson. After 25 years in the manufacturing industry, I decided to put up Johnson Manufacturing. It was my way of addressing all the problems I saw in the companies I worked for.

At Johnson, our products go through a strict 5-tier Quality Control system so that our customers will get what they paid for – and more! We signed up partnerships with logistics and delivery companies such as Argo Transportation and Levingston Logistics to ensure prompt service for you.

Our commitment is to surpass YOUR expectations every time!”

The bio is more conversational. It speaks directly to the customer. From the founder’s own words, you know what the company is all about and how it can help you address your own needs.

2. Make Your Products and Services Page Relevant to Your Customers

The Products and Services page is one of the most popular sections on your website. Customers click on it to see what merchandise you sell or types of services you offer.

Information on product specifications, pricing, production timetable, and delivery dates are fine.

Here is an example of a write up on a running shoe:

Brand:  Thundra

Model: Trail Runner RX77

Product Specifications:

  • Made of graphene
  • Lightweight
  • Available in sizes 7 to 16

Price: $220

The information provided is standard for a running shoe. Again, the question begs to be asked:

How will the information help the customer find the shoe he needs?

Here is a better, more customer-centric write up:

Brand: Thundra

Model: Trail Runner RX77

Product Specifications:

Trail Runner RX77 was designed for runners who love running over rough trail. The shoe is made of Graphene which is the lightest material ever developed but is 200 times stronger than steel!

The RX77 weighs in at only 280gms, the lightest trail shoe on the market. It has an 8mm heel drop which helps stabilize your heels when running up and down mountains.

The shoe is designed for flat-footed runners. However, if you have an arch, Thundra can install a customized support heel for you.

Price: $220

The new and improved write up on the shoe product clearly resonates more with the customer. It contains more specific details about the shoe; its advantages, key selling points, and whom it is for.

3. Highlight Third-Party Validation

Forget celebrities. The customer is the best endorser for your products and services.

Third-party validation such as testimonies, case studies, awards and other forms of recognition are powerful tools that assure the customer that they have come to the right website.

If your business has forged partnerships with other reputable companies, it would be a good idea to include their logos on your website.

Third-party validation act as “emotional triggers”. They give customers a feeling of safety and protection.

Seeing other popular brands affiliated with your company will further encourage your customers to transact with you instead of your competitors.

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4. Contact Information Must Be Complete

How do you react when you come across a website where the contact information does not include an office address or a phone number?

Some companies don’t see the need for including an office address or a phone number because they do business exclusively online.

Customers may think otherwise. A business that does not include key information such as an office address and a phone number may appear dodgy.

If you want to foster trust with your customer, you must be transparent about your business’ information even if you run everything online. It would be a great idea to publish pictures of your office; your managers and staff.

5. Secure Your Website

We have written extensively about the importance of securing your website in our articles “Why It Is More Important To Secure Your Data In 2019” and “SSL Basics: Why You Need To Protect Your Website From Hackers”.

For the reason that hacking and other acts of cyber-criminality have been increasing in frequency, consumers have become more cautious in dealing with websites that are not secure.

In response, Google made a game-changing adjustment in its algorithm. The Internet’s largest search engine gave a search ranking boost to websites that have SSL certificates.

In contrast, websites that don’t have SSL certificates will be marked “Not Secure”. If you own a website, would you risk getting marked “Not Secure” by Google?

Getting SSL certificates for your website will offer your customers more safety and protection. Most importantly, they will feel valued by you.

If you want to get SSL certificates for your website, give us a call or an email. We provide this service to our clients. It will be one of the best decisions you can make for your website.

6. Improve User Experience

If they can’t find it, they won’t buy it.

That is a popular adage in sales. Whether you own a department store like Walmart or run an e-commerce business, navigability plays a big role in customer experience.

Your website must be easy for customers to navigate. Unlike a Walmart where a customer won’t mind perusing through multiple aisles before finding what they need, consumers’ online behavior is much different.

If your customer can’t find what he is looking for, he will click out and go to your competitor. All of this can happen within 8 seconds.

Before we make a recommendation for a redesign to our clients, we take the time to study the site’s analytics.

Specifically, we will focus on traffic and usage patterns. We look for trends and base our redesign recommendations on available data. The idea is to make the client’s website as easy to navigate as possible.

Likewise, if you have procedures, list down the process in a step-by-step format with the instructions as clear cut as possible.

What procedures are these?

  • How to order
  • How to reach customer service
  • How to file complaints

The easier it is for customers to use your website, the greater the probability of them patronizing your business.

7. Encourage Your Customers to Give Feedback

The general rule when conceptualizing a business is to create a product or service for your customer. Identify a need then come up with a product or service that provides the solution.

Therefore, it makes sense to get your customers involved in the product development process. Your product must evolve according to the changing needs of your market.

We can integrate feedback forms and email links on your website. Encourage the customer to provide feedback about your business. Don’t be afraid of negative reviews.

In business, you should not expect to please everyone. Negative reviews can help you pinpoint flaws in your products, services, and processes so you can find ways to improve on them.

8. Be Clear About Your CTAs

A Call-To-Action or CTA is an instruction to your customer: What do you want your customer to do?

Customers prefer CTAs that are clear and very definitive in what the business wants them to do. Passive CTAs such as “Learn More” and “Get Started” won’t work.

The CTA can be a powerful button on your website. However, it should come across as more decisive and definitive.

Good examples of decisive CTAs are “Buy Now” and “Sign Up For Our Newsletter”.

Conclusion

For your brand-building strategy to succeed, it should have a constant cycle of communication with your customers.

Your website gives you the platform to communicate with your customers so you can build strong, long-lasting, and productive relationships.

If you are thinking of building a website or want your current one redesigned, give us a call. We will make you a website that will clearly sell to your customers!

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Whether you are a start-up or a business that has been running for a while, people you meet will surely ask one question:

“Are you on social media?”

There is no denying the power and influence of social media. Of the 4 Billion people who are on the Internet every day, almost 3 Billion are on social media. That’s 75% of the daily Internet users and nearly 40% of the world’s total population.

If you want to build an online presence, you should be on social media.

Or do you?

Is social media the be-all and end-all of online marketing?

Is it possible to survive in a competitive industry without the benefit of social media?

Not only will you survive a competitive industry without the benefit of social media, but you may even thrive.

Is Social Media For Everyone?

If someone wants to lose weight, one of the first things he/she will probably do is take up running.

And why not? Running is a basic skill we learn growing up. It is an activity that you can do anywhere and many people have gotten great weight loss results from running.

However, running is not for everyone. If you have weak joints, running can lead to serious injuries. Likewise, using poor running technique can lead to chronic pain in your feet, knees, and lower back.

Moreover, it is not the only way to lose weight. You can swim, bike, walk, play ball, or work out in a gym.

Of course, exercise alone will not make you lose weight. You have to follow a strict, low calorie, healthy diet. A combination of exercise, diet, and good quality sleep will lead to long-term, sustainable weight loss.

The same can be said about social media. It is not for everyone and social media is not the only way to market and promote your business.

Social media has gained prominence as an online marketing strategy because every business website that writes articles about growing your business invariably has a section devoted to social media.

In fact, we have written about social media in our articles “How to Launch a $100 Digital Marketing Campaign” and “5 Reasons Why Small Businesses Need to Invest in a Digital Marketing Strategy”.

Social media has become such a force of nature that you can easily get swept away by its power and influence.

Big companies such as Apple, Amazon, Samsung, Nike, and Walmart are active on social media. So are major influencers such as Neil Patel, Tim Ferris, Sir Richard Branson, and Warren Buffett.

Social media marketing is also inexpensive. Once you have created an account, you can reach out to people you know and work your way through their contacts list so you can grow your own followers.

From there, it is just a matter of posting content frequently.

Easier said than done.

7 Ways To Grow Your Business Online Besides Social Media

If you haven’t seen quantifiable results from your social media efforts, you are not alone. It takes time to grow your followers organically.

You need to put thought and purpose behind your content. After some time, you will have to use social media analytics to help you pinpoint the types of content that generate the highest levels of engagement.

And it doesn’t end there. The best way to validate your social media efforts is to convert interest into sales. That is an entirely different ballgame.

Just because everybody – or more accurately 3 Billion people – are doing it doesn’t mean that you should also.

It may not be for you.

There are other ways to grow your business online besides social media.

1. Mobile-Responsive Website

If you have a website – good. If you have a mobile responsive website – great!

It would be difficult for your online marketing efforts to bear fruit if your audience cannot access your website from a mobile device. 57% of online traffic comes from mobile devices, especially smartphones.

Mobile-responsiveness is also a ranking factor in Google’s search algorithm. If your website is not mobile-responsive, it will not lead to a pleasant experience for users. Google will penalize your website in the search rankings.

2. Optimize Web Content

Writing online is different from writing a college term paper. Yes, you have to check your work for spelling and grammatical errors and the content must be thoroughly researched.

However, when writing Internet-based content, you must always have optimization in mind. Optimizing content makes it easier to get found on the Internet. The fundamental component in content optimization is the use of keywords.

Keywords are the words and phrases used by people to launch a search query. When integrated into your content, keywords will make it easier for the search bots to find and index your page for the SERP.

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3. Content Marketing

A 2018 global survey conducted by Smart Insights showed 20% of marketers believed content marketing was the online process that would have the most significant impact on business.

It should be no surprise because people continually search for content on the Internet. No just any ordinary content. The material that you publish must have the following qualities:

  • Fresh, original
  • Relevant
  • Usable
  • Informative
  • Well-researched
  • Easy to read

By consistently posting quality content on your blog page, you will be able to build a solid base of followers organically. They will consider you a valuable resource in the industry and trust the quality of your content.

Include a blog page on your mobile-responsive website. Then pack it with optimized, keyword-rich, and high-quality content.

4. Integrate Chatbots

Customer service a key component of every business. Great customer service means having the needs, concerns, or issues of your followers and patrons addressed right away.

Chatbots are becoming the norm in how customers interact with websites. In one study, 15% of respondents reported that they have interacted with chatbots over the course of a year.

Chatbots are a convenient way of managing customer service. First, they give precise answers. Second, they are not affected by emotional outbursts or stressful situations. Third, chatbots do not get sick and can run 24/7.

However, if a chatbot gets stumped, make sure it can be programmed to transfer the inquiry to a human customer service agent.

5. Email Marketing

Email marketing may not be as hip or cool as social media but it may well be a more effective online marketing process than Facebook or Twitter.

Take a look at the statistics comparing email to Facebook and Twitter:

  • Number of users – Email: 2.6 Billion, Facebook: 2 Billion. Twitter: 313 Million
  • Percentage of users who check these processes first thing in the morning – Email: 58%, Facebook: 11%, Twitter: 3%
  • Percentage of people who use these processes at least twice daily – Email: 91%, Facebook: 57%, Twitter: 14%
  • Users who made a purchase because of these processes – Email: 66%, Facebook: 20%, Twitter: 6%
  • Customer Acquisition- Email: 7%, Facebook: <1%, Twitter: 0%

Lastly, email has a higher ROI at 21% versus Facebook and Twitter combined at 15%.

6. Search Engine Directories

In the old days, when someone wanted to search up a business, he/she would use the Yellow Pages telephone directory. Today, that person would use search engine directories.

And yes, the Yellow Pages can be found online. This time, YP has other search engine directories as competition. These search engine directories include Google My Business, Bing Places for Business, and Yahoo! Local Listing.

Having your business listed in an online directory is an effective way to get found. This is especially true for retail-type businesses.

According to Google, 80% of Americans use search engine directories to track down a business. 50% of the search has resulted in a visit to the store and 18% of those visits resulted in a sale.

You can read more about search engine directories in our article, “Why Should Retail Locations Be Listed in Search Engines”.

7. Guest Blogging

Guest blogging is a good strategy to use for building your brand, establishing yourself as an authority, creating natural inbound links and driving traffic to your website.

There are blog sites that allow guest writers to share content on their website. However, it is a good idea to check on the authenticity and reputation of the blog site before making your inquiry.

In the same manner that there are good guest blog networks, there are also bad guest blog networks. You will know who they are because their ground rules sound spurious.

For example, these bad guest blog networks will not allow you to edit content or remove spammy links. Also, a visit to their site will yield a “treasure trove” of poor quality content.

Conclusion

Social media is a great way to build your business online. However, it is not the only way. Also, it may not be the best way to grow your business. As you have read, there are other tools that you can use to give your business the online presence it needs.

The bottom line is, a digital marketing strategy should not be dependent on only one tool. It should utilize a good number of processes that can provide your business with different avenues to achieve its goals.

From there, you can use Analytics to determine which processes are generating good ROI and which ones aren’t. Analytics is an effective tool for fine-tuning your digital marketing campaign.

If Analytics show that your social media marketing strategy is not delivering the results, find out why. Identify the weaknesses and try to institute improvements.

If upon further analysis, the results are not to your satisfaction, do not hesitate to repurpose the resources to other processes that yield better ROI.

Hopefully, we were able to give you some level of objectivity toward social media. Yes, it is powerful and influential. However, it may not be for everyone.

The good thing is there are other tools at your disposal which can be more effective than social media.  

If you liked this article, please feel free to share it. And if you want to learn more about how digital marketing can grow your business, please do not hesitate to give us a call or an email.

Consult with us for 30 minutes free of charge!

We hope to hear from you soon.

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Competitors can make running a business difficult to run smoothly. With competition, even a small mistake could send consumers to another business that offers a similar product. Making sure you are unique and have fantastic customer service is a must in order to compete today. But is that all? What strategies are your competitors using that you are not? More importantly, how can you monitor your competitor’s analytics so you can know how to steer your company? One of the most effective ways a business can grow is by monitoring and imitating the tactics used by their rivals. Thankfully, there are quite a few ways to do this effectively.

Go Beyond a Google Search

As you begin your research to monitor your competitor’s actions, it’s always good to start your research with a google search, but be sure not to stop there. It is a good idea to turn on Google Alerts, which will help notify you when there is an announcement or important news being announced by a rival or competitor. These notifications alert you to changes that you would otherwise spend a lot of valuable time trying to find. Another great resource to use to keep up with your competitors is Spyfu, which will let you know about the keywords and Adwords that your competitors are using and how successfully they are working for them. 

Spend Some Time on Their Website

One of the quickest and easiest ways to find out information about your competition is to familiarize yourself with their website. You should pay attention to the content that is popular and shared the most often. For example, if a keyword is working for your competitor over and over again, maybe it’s time you implemented similar keywords or targets to your own campaign. You can use Buzzsumo to find out more regarding shared content, what influences their customers most, and how your domain and keywords match up with your competition.

Talk to Your Customers

There is a reason why your customers chose you over your competitors. Usually the best research you can do is speaking directly to the people who chose your brand over another. Ask your customers why they used a previous business and what attracted them to yours. What other companies were they considering, if any? You may learn about new strategies and even incorporate similar ideas into your own business.

Another great way to access customer information is through reviews online. This allows you to see honest discussion about what consumers are looking for and what they would like improved. Online reviews allow the contributors to remain anonymous, which gives them the freedom to honestly discuss an organization without backlash of any kind. While someone may be cautious how they talk about a company they work for or buy from regularly, anonymous reviews allow for honest discussion and can be the most trustworthy platform on which to gain information.

Pay Attention to SEO

Search engine optimization is important because it is what increases visibility on the web and allows people to find you easier. You should pay attention to the SEO techniques your competitors are using. Are they using a company to help boost their website, or are they using google to help promote their website? In today’s world, being easy to find and access online is one of the most important tools you can use to help boost business. If your competitors are doing it right, you should learn how to effectively utilize SEO as well.

Call Them

After you have done research on your competitors, it never hurts to just pick up the phone and give them a call. In many cases, companies will not mind answering questions that you ask, and you may be pleasantly pleased with how much they are willing to tell you for free.

Attend a Conference

Attending conferences held by your competitors can help you better understand your competitor’s points of view, as well as more information regarding their products and services. Make sure that you visit the competitor’s booths and interact with them.

As important as your own strategy is, it is just as vital in today’s business world to know your competitor’s strategies just as well.

If you have a website, you are ahead of the 64% of small businesses that still don’t have a website. And if your website is mobile responsive, even better. You’re now ahead of the 70% who still ignore Google’s directive for all sites to be mobile responsive.

Clearly, you are serious about growing your business. You recognize the opportunities available on the Internet and want to keep on pace with the competition.

However, putting up a mobile-responsive website is just the first step in maximizing the reach and scope of the Internet. 36% of 2 billion active websites amount to 720,000,000 websites which is still a prodigious number.

You should take the necessary steps to make sure your website is discovered by potential followers and customers. This means you should invest in developing and implementing digital marketing strategies for your website.

Why You Should Market And Promote Your Website

If you had a brick-and-mortar business, would you market it? Of course! That is how your business is found by potential customers. This is the same reason why you should market and promote your website: It represents your business on the Internet.

Marketing is not just advertising about your business. You are providing valuable information about your business and the products or services that it offers. A marketing campaign can have different objectives. However, the underlying goal is to make your business to stand head and shoulders above the competition.

Every day more than 4 billion people are surfing on the Internet. They are looking for information that answers their questions, meets their needs, and fulfills their curiosities.

Your website could be a valuable resource but it is just one out of thousands in your industry. Marketing can help your website be found by potential customers. More than that, a well-designed and conceptualized marketing campaign can help drive more followers to your website and increase your sales.

2 Reasons Why Small Businesses Do Not Invest In Marketing

Unfortunately, for many small businesses, marketing is just an after-thought. They do not allocate enough resources; if any at all, to support any kind of marketing program.

Here are 2 reasons why small businesses do not invest in marketing:

1. They Have Limited Understanding About Marketing

Many small business owners still have the opinion that you need a lot of money to run a successful marketing campaign. After all, marketing is more of an investment than an expense because you expect to get a return out of it. Thus, the higher the investment the higher the return.

However, if you have read our article, “How To Launch A $100 Digital Marketing Campaign”, you know it is possible to do marketing on a tight budget and still realize high returns.

For the most part, their ideas on marketing and its benefits are outdated. You will still come across people who think marketing and sales are one and the same thing.

2. They Had Previous Bad Experience

In our dealings with clients, we have come to realize that many small business owners have lost their confidence and belief in marketing because of a bad experience.

Some of our clients have dealt with spurious digital marketing agencies that over-promised and under-delivered. They shelled out a lot of money and had very little results to show for the investment.

This does not have to be the case. In our article, “How To Tell If You Are Getting Ripped Off By Your Digital Marketing Agency”, we shared valuable tips on how to avoid getting scammed.

The bottom-line is: Marketing is a key function in every type of business. If you want your business to prosper, it must be found. Marketing will increase your website’s visibility, enhance your online presence, and improve your rate of sales conversions.

7 Proven Ways To Market And Promote Your Website

Marketing your website is not as complicated – or expensive – as you may have first thought. Most of the tips we’ve listed here should be part of the web design process. If these suggestions were not incorporated into your website design, ask your web designer to include them right away.

1. Adapt Mobile-Responsive Design

We have discussed the importance of having a mobile responsive design in our articles, “Why Your Website Needs Responsive Design” and “12 Signs That Tell You It’s Time For A Website Redesign”.

We still believe the importance of having a mobile-responsive design is worth mentioning. As we disclosed in the introduction of this article, only 30% of website owners have adapted mobile-responsive design.

We are living in a mobile world. That is not a fad or a short-term trend. That is the current and future reality of life and commerce. Man will continue to look for innovations that will make mobile technology more efficient and effective.

Unless your website is mobile-responsive, it cannot be accessed by the mobile population. Viewing a website that is not mobile-responsive will not be a pleasant experience. No one wants to zoom in on a web page just to read its contents.

Statistically, your website will just be ignored. On top of that, Google will slap your website further down the search rankings.

If you want your website to be found – and who doesn’t – make sure it is mobile-responsive.

2. Increase Your Website Download Speed

Website speed is a major ranking factor in Google’s search algorithm. Put simply, a website that loads pretty fast – 3 seconds or less – contributes to a great User Experience. If your website is mobile-responsive, make sure it has fast download speed.

Here are a few statistics that should convince you of the importance of having a fast loading website:

  • 40% of users will abandon the search if the website takes longer than 3 seconds to load.
  • Every additional second delay past the expected 3-second loading time increases the customer dissatisfaction rate by 16%.
  • 52% of Internet users say website speed is a crucial factor in establishing customer loyalty.
  • 70% of Internet users will never go back to a website that offered poor user experience.

Getting your website’s speed to warp drive is an easy thing to do. If your current web designer is giving you the runaround, let us know. We can get this done for you in no time at all.

3. Consider PWA – Progressive Web Applications

Do you want to give your mobile-responsive website a big boost? Consider integrating it with PWA features.

PWA stands for Progressive Web Applications. Basically, having PWA features will make your website function like an app. What’s so good about this?

  • The PWA can function off-line. If your user has no connection to the Internet, he/she can still access your website.
  • With the PWA, your marketing programs can continue without interruption. You can still alert your followers of any sale, discounting plans, and other promos.
  • Your follower’s smartphone will have the PWA icon on his/her interface for easier and faster access.
  • From our experience, a PWA runs faster than an app.

If you want to learn more about the PWA and how it can help your website generate more sales for your business, we’ll give you a free 30-minute consultation. Just give us a call!

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4. Integrate a Live Chat Feature

Live Chat is a wonderful way to make your business more accessible to your customers. This feature is particularly effective for e-commerce retailers. Customers will be able to relay issues and concerns with the products they bought from your website.

Look no further than the biggest e-commerce retailer in the world – Amazon. Billionaire owner and founder, Jeff Bezos, understands how important it is to keep your customers happy and more than satisfied with your service.

You can also use your Live Chat feature to promote your products and services. For example, if you own a landscaping business, a customer who wants to know the difference between Bermuda and Kentucky Bluegrass can talk to one of your chat agents.

If he/she is impressed with your chat agent, the customer may book you right away for a landscaping project!

5. Optimize Your Website

Optimizing your website means implementing processes, techniques, and strategies that will make it easier to get found on the Internet.

Here are a few examples of optimizing strategies:

  • Run a site search to test for response accuracy. The purpose is to find out if the search engine is providing the best results for every query that is launched. If you are an e-commerce retailer, find out if your product descriptions are sufficient for potential consumers.
  • Conduct A/B testing for the images used on your website. Again, this is particularly helpful for e-commerce retailers. Find out how potential customers will respond to images that will be posted on your site. If the survey yields unfavorable results, use the data to take better-performing images.
  • Come up with good, accurate, and engaging page titles for your website. It should be enticing enough to encourage the site visitor to click on it. Think of your page title as an advertising copy.
  • Meta descriptions are not dead! They may no longer be ranking factors, but a good meta description can entice an Internet user to visit your website. Remember, Google includes the meta description below your website link.
  • Use appropriate headers. Google prefers content that is well-organized. A header functions to inform readers what the next section is all about. Make sure your header includes the main keyword and that it is an accurate description of the section’s content.

Speaking of content, consistently provide your readers with great content. This means content that is usable, relevant, informative, unique, and engaging.

Integrate the right keywords in your content. Keywords help the search bots track and index your content for search queries. Without keywords, your content will not be found.

6. Include Link Building Strategies

Link building is one the best strategies for expanding the scope and reach of your website. However, it is often abused by unscrupulous digital marketing practitioners.

They will link to websites that are not relevant to their business just to take advantage of the site’s audience base. For example, a health and fitness website that links to a website that sells cigarettes.

Done effectively, link building is excellent in creating awareness for your business, increasing your online visibility, and driving traffic to your website. Link building is hard work! You might have to contact the website owners to work out a link building arrangement.

7. Give Affiliate Marketing A Try

Affiliate marketers are essentially freelance or independent marketers who are willing to help you promote your business products and services. If an affiliate marketer’s efforts successfully result in a sale, you will have to pay him/her a commission.

In Affiliate Marketing, you let the independent marketer do the work for you. Most of them have their own websites or social media channels. No doubt, you have seen them on YouTube. They use the products and services of the client in their videos.

Affiliate Marketing is also a cost-effective way to market and promote your website. You only pay them whenever a sale is made.

Conclusion

Having a website for your business is definitely a step in the right direction. You now have an address where interested parties can learn more about your business and the products or services that you offer. However, it will not run on its own. You have to market and promote your website so that it can be found by potential customers.

It takes time and effort to market a website. But it needs to be done so that your website can produce results for your business. If you do not have the luxury of time, outsource the marketing of your website to us.

We have the experience of running digital marketing campaigns for our clients. We do the work for you so that you won’t have to! Did you like this article? We can create content such as this for your website.

If you are interested, let us talk about it! Consult with us for 30 minutes free of charge!

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How do businesses start? It all starts with an idea. That light bulb moment is triggered by a moment of inspiration. You have an idea for a product or a service that addresses the needs of a specific market. You believe that you have the experience and expertise to turn your idea into a product with a price that people are willing to pay for.

The next question is going to be a bit more tricky:

“Do you have the experience and expertise to get your product or service in front of the people who may find value in it?”

How Much Should You Spend To Market Your Business?

Marketing is an important function of every business. It helps you build your brand, bring awareness to your products and services, and enhances your reputation as a valuable resource in the industry.

However, in times of economic difficulty, marketing is quite often the first business activity to be cut. This is especially true for small business owners where capital is tight and access to funding is very limited.

According to a survey conducted by HubSpot, securing an adequate budget is the third biggest challenge in marketing.

Small businesses are hesitant to allocate more resources to fund marketing campaigns. Their focus is to keep the business afloat. This means paying off their monthly costs of operations, suppliers, and creditors. Savings are set aside to tide the business over in the event the stream of income slows down to a trickle.

The question is, “How much should you spend to market your business?”

A study conducted by Sageworks revealed that on average, a small business spends an estimated 1% of its annual gross revenues for marketing and advertising activities.

Thus, if a small business on average generates annual gross revenue of $350,000, the owner or proprietor would set aside 1% or $3,500 to take care of its marketing activities for the year.

Is $3,500 a lot of money to spend on marketing?

Alternatively, is $3,500 enough to effectively support a marketing campaign?

Some of you may be thinking, “Well, that’s not much”. Meanwhile, others may be thinking, “Wow! That’s a lot! I can’t afford that!”

The truth is marketing does not have to break the bank. There are ways, methods, and techniques that you can use to ensure your marketing campaign does not lose its stride.

Building The Foundation Of A Cost Effective Marketing Campaign

Before we discuss the best ways to market your business without breaking the bank, it is important to build a solid foundation for your marketing campaign to stand on.

Without a solid foundation, your platform will crumble and fail. The pillars of the foundation are processes that you must undertake before actively working on your marketing strategy.

1. Conduct Research

Research gives your marketing activity direction. The purpose of research is to collect information that will give you valuable insights on your target market; the demographics, likes and dislikes, demand preferences, and tastes.

You need research to help you identify trends and patterns; uncover the latest developments in the industry, potential growth areas as well as risk factors. Research helps you determine what your campaign should be about; its purpose and objectives.

2. Create a Buyer’s Profile

A buyer’s profile is simply a summary of characteristics, attributes, and behavioral patterns that define who your audience is. It will give laser-like focus to your marketing strategies; you know who your market is, their needs, interests, and concerns.

What information should be included in a buyer’s profile?

  • Gender
  • Age
  • Educational Attainment
  • Profession/ Occupation
  • Income Bracket
  • Civil Status
  • Number of Dependents
  • City
  • Preferred Social Media Network

3. Define Your Unique Value Proposition (UVP)

Some marketers refer to the UVP as the USP or Unique Selling Proposition. Although they essentially mean the same thing, we prefer to use “Value” instead of “Selling” because the word has greater significance and meaning when it comes to brand building.

As the term implies, UVP refers to your unique offering to your target market. It should answer the question, “Why should you choose me over the competition?” There must be something about your business that will influence the decision-making ability of your target market.

4. Focus on Building Your Brand

This is the third time we have mentioned brand building in this article – and it may not be the last! We cannot simply overemphasize the importance of building your brand. By brand building, we don’t mean just logos and catchy taglines.

Your brand is how your market perceives your business. It is a gradual transition from “what you are” to “who you are”. As such, it is a process that will take time and consistent effort.

All of the tools, techniques, strategies, and processes that you plan to incorporate in your marketing campaign must be aligned with your brand.

5. Identify Your Marketing Objective

“What do I hope to accomplish with our marketing campaign?” This is the underlying question that must be answered by your marketing objective.

A marketing campaign can have different objectives:

  • Build a trustworthy reputation in the industry
  • Acquire followers
  • Promote business, products, and services
  • Generate Leads
  • Increase sales conversion rates
  • Improve search engine rankings
  • Drive more inbound traffic to the website

Ideally, you should only have one objective in order to remain focused. However, you can break down your singular objective into several smaller goals.

For example:

Primary Objective – Increase search rankings

Smaller Goals:

  • Acquire followers
  • Generate Leads
  • Build a trustworthy reputation in the industry
  • Drive more inbound traffic to the website

6. Monitor, Track, and Evaluate Performance

Take advantage of the availability of online analytics such as Google Analytics and the built-in analytics in your social media pages. By monitoring, tracking, and evaluating performance, you will have a better idea if your campaign will deliver the desired outcome.

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10 Best Ways To Market Your Business Without Breaking The Bank

1. Content Marketing

Content marketing has grown to become one of the most powerful and influential processes in the marketing toolbox. The reason is simple: People are regularly searching for great content.

  • Content can be in the form of blogs, curated articles, videos, images, and other types that can effectively deliver your UVP. Focus on creating great content. This means content that is useful, informative, fresh, engaging, and relevant.
  • Writing blogs and curating articles will only cost you time. Long-form blogs or those with a word count of 2,000 up work best in getting higher search rankings. Including research and rough drafts, it will take you approximately 3-4 hours to write a 2,000-word blog.
  • Start out with two blogs per week. If your goal is to generate leads, your target should be to produce 16 blogs per month.
  • Make sure your blogs are optimized with keywords. Use a free online keyword research tool such as Google Keyword Planner.

2. Social Media Marketing

Social media is an effective channel for distributing your online content. First, it caters to a gigantic population of more than 3 Billion users every day. Second, opening a social media business page will not cost you a cent.

However, not all social media networks function in the same way. After all, these are communities.

  • Choose 2-3 platforms that best support your type of business. For example, if you are selling highly-visual merchandise such as smartphones or food, platforms like Instagram and Pinterest would work best for you.
  • Set a posting schedule. The frequency of posting is an important component in social media marketing. Once you have built up a good number of followers, make sure you are always top-of-mind. Post at least once a day. Use Buffer which is a free online social media scheduling tool.

3. Email Marketing

According to a study conducted by the Direct Marketing Association (DMA) and Demand Metric, email marketing generates the highest ROI of all online marketing channels.

Compared to social media marketing, direct mail, and paid search which have an ROI of 28%, 27%, and 25% respectively, the ROI for email marketing has been measured at 122%.

  • Build a good-sized list of subscribers. To make this happen, come up with a good Call-to-Action (CTA) such as a free e-book or consultation.
  • Segment your mailing list. Categorize your subscribers based on need, demographics, or online behavior patterns.
  • Focus on high-value content. Newsletters are short-form content; usually, no more than 300 words. Since you have segmented your list, focus on delivering content that directly addresses their specific need.

4. Use Online Search Engine Directories

A study by Google showed that 80% of Americans prefer to use search engine directories to find local businesses. More than that, the same Google study showed that 50% of the respondents visited the local business on the day itself.

What’s in it for the local business? 18% of local businesses who were found on an online search engine directory were able to close the sale! Registering your business in an online search engine directory is a free and easy way to get discovered.

You can read more about online search engine directories and how they can benefit your business in our articles, “Why Should Retail Locations Be Listed In Search Engines?” and “How Can Retail Locations Benefit From A Strong Local Presence”.

5. Consider Paid Advertising

Paid advertising methods like PPC or Pay-Per-Click advertising can give your search rankings an immediate boost because whoever clicks your ad will find themselves on your landing page. With PPC, you only pay whenever someone clicks on your ad.

Find out more about the benefits of paid advertising in our article, “SEO Vs. PPC: Which One Is Better For Your Business?”

6. Build Partnerships

The late great sales guru, Joe Girard, popularly advocated his protagonist approach when negotiating deals.

Girard believed that while parties in a negotiation have different intents, they have a common goal: to land the best arrangement. Therefore, instead of opposing one another, why not help each other?

You can apply the same ideology in marketing your business.

For example, in a food business, suppliers sell you their raw materials to produce your menu items. They want you to succeed so that you will buy more supplies from them. Ask them if they are willing to sponsor a promotional activity.

For example, ask your beverage supplier to provide you with a few cases for free to support the promo. In exchange, allow the supplier to post advertising materials in your restaurant.

7. Reach Out to Your Community

For local businesses, your immediate captive market is the community where you are located. Reach out to them. Let them know how your business can address their needs.

Here are a few examples:

  • If you own a gym business, schedule group workouts for families and friends at the local community center. Most people are intimidated by the thought of walking inside a gym. Bring the gym to them and start building relationships within the community.
  • Look for other local businesses in the area that offer products and services which are complementary to your own. Propose a cross-marketing arrangement. For example, a cake shop owner can set up a cross-marketing arrangement with a flower shop owner.

8. Attend Business Forums and Trade Shows

Business forums and trade shows are effective venues for marketing and promoting your company. Some organizers will charge you a fee in order to participate in the event.

However, these events attract potential end-users of your products and services. The fee could be worth it considering that you are given the opportunity to position your business directly in front of prospective clients or customers.

9. Attend Networking Events

Most networking events are by invitation only. You may have to become a member of an organization to be invited. Another avenue you can take is to join focus groups in your local community and even those within your social media circles.

Networking is a great way to expand your contacts list. Don’t approach the event with the 4C mindset: “Calling Card Collection Contest”. Instead, use the 4B approach: “Build the Best connections that will Benefit your Business”.

You can learn more about networking in our article, “How Can Networking Help My Business Grow”.

Conclusion

We saved the best for last.

Number 10 – Outsource Your Marketing

Why is this your best option for marketing your business?

First, by outsourcing your marketing, you free up time so you can dedicate your precious hours to managing the core functions of your business. As we mentioned earlier – creating content, posting on social media, and measuring results – all of these activities take time.

Second, you leave the implementation in the hands of experienced and well-trained experts. They will do everything – research, content optimization, website management, social media calendar, and content writing – for you. You can be assured of professional quality work every time!

Third, you save more money! If you set up an in-house marketing team, you will have to pay your personnel salaries, benefits and allocate expenses for rent, supplies, utilities, and additional bandwidth.

When you outsource, the service provider takes care of everything. You only have to pay for the services rendered. In many cases, the charges are negotiable. The best outsourcing service providers understand your needs and will render work with respect to your budget.

It is important to outsource marketing only to qualified third-party service providers like us. We know what we are talking about. In fact, we wrote about budget-friendly marketing strategies in our article “How To Set Up A Low Budget But Highly Effective Digital Marketing Campaign”.

If you want to learn more about how we can help you market your business without breaking your bank account, please feel free to give us a call. We will give you a free consultation for up to 30 minutes!

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Small business owners understand the value of marketing. They know it is important to promote the business’ products and services in order to gain traction for the company. However, given their status as a small-scale enterprise, they are constrained by limited resources and tight capital. A marketing campaign will entail costs but it is an investment, not an expense. You should expect a return on your marketing efforts. For small businesses, investing in a digital marketing strategy is the best option because it will give you the highest ROI.

Digital Marketing Vs. Traditional Marketing

Many entrepreneurs are hesitant to invest in marketing because they are not convinced of the ROI. The entire experience might just end up being an expense.

A lot of the prevailing fears come from their experiences with traditional marketing methods. Examples of traditional marketing methods include distribution of flyers, installation of posters and streamers, and publication of press releases.

From the outset, traditional marketing seems like a good idea. It has been an accepted practice for decades. The number of marketing collaterals can be managed and therefore, allow you to stay within budget.

However, traditional marketing methods have been proven ineffective and inefficient. Distributing flyers is a random act; there is no thought and purpose on whom to give the material to.

The same can be said for the use of posters, streamers, and press releases. How sure are you that the people who come across your traditional marketing collaterals are potential end-users?

And what happens to all of the collaterals that you printed out? Once the campaign is over, they will end up as recyclable materials inside trash receptacles. That is money that is literally wasted.

Finally, it is hard to measure results with traditional marketing. This leads to higher marketing expenses because the small business owner cannot quantify the results of his/her efforts.

He/she will keep printing and distributing until acceptable returns are generated. It becomes a vicious cycle of printing, posting, and disposing of.

Those shortcomings are not found in Digital Marketing. It has all the strengths – and more – of traditional marketing without its weaknesses.

Why Small Businesses Need To Invest In A Digital Marketing Strategy

It’s a digital world that we live in.

There is more than a 65% chance that you are reading this article from a mobile device, most likely your smartphone.

Digital technology has made life and work easier and more convenient. The evolution of mobile technology has taken the benefits of digital to a whole new different level.

For the consumer, digital technology has made information more accessible. The Internet is home to over 1 billion websites. Although only a small majority are active, these websites nonetheless function as valuable resources of information.

Search is the number one activity on the Internet. Every day people are constantly searching for information that covers a need or interest. Now that mobile technology has grown to a point that it accounts for 65% of online traffic, information can be had in the palm of a consumer’s hand.

Likewise, for business owners, digital technology has made the consumer more accessible.

The Internet has become a two-way street. A consumer who needs your products and services can find you online through a variety of avenues. He/she can perform a search, visit your social media page, or look for your business in an online search directory.

But why wait for the customer to find you when you can reach out and find him/her?

This is why small business owners should invest in digital marketing. It creates avenues for you to be found and to find your own customers.

Here are 5 reasons why you should invest in a digital marketing strategy for your small business:

1. The Internet Will Continue to Grow

There is a direct correlation between the growth of the world’s population and the Internet. In 1995, only 16 million people had access to the Internet. This number represented 4% of the world’s population.

Fast- forward to today, and there are 4 billion people online every day. That number accounts for 53% of the world’s population. It is estimated that by 2021, there will be more than 4.6 billion using the Internet on a daily basis.

As the world grows in number, the Internet expands its coverage. More and more countries are opening up their infrastructure to make the Internet accessible to their people.

What do these figures mean?

These figures mean your customers are online. By not having a website, you will not be able to capitalize on the opportunities available on the Internet. If you do not have an online presence, you will be undermining your prospects for growth.

As we mentioned earlier, search is the number one online activity. When a person runs a query, the search engine will present a list of websites on the Search Results Page. How can your business get found if you don’t have a website?

And it’s not enough to have a website. You must have a mobile-responsive website or one that can be viewed on mobile devices.

We discussed the role of the website in our article, “Why Your Website Needs Responsive Design”. It is the first step in developing an effective digital marketing strategy.

If you don’t have one for your business, it is not too late. Give us a call or an email and we’ll get you started right away.

2. Allows You to Optimize Your Budget

Digital Marketing is not only more effective than traditional marketing. It is also more efficient. Instead of randomly distributing collaterals for everyone and anyone to see, you are selectively targeting the recipients of your content.

A targeted or focused marketing approach allows you to optimize your budget. You create content with more thought and purpose. Your blogs, articles, and other types of content such as videos and infographics are intended to provide information that is relevant to the needs of your market.

People who like your content; those who find great value in it, will follow you. They will click on your website and find out more about your business; its products and services.

You don’t have to do everything in one go. You have a Digital Marketing schedule that you can use to plan your content distribution strategy. The schedule is designed according to your budget.

For example, you can start out publishing 4 blogs a month. Once you’ve gained 20% more followers, you can increase the production schedule to 6 blogs per month. As your efforts continue to generate better results, you can slowly scale up your content creation schedule.

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3. Consumers’ Behaviors Have Changed

For the reason that the Internet has made information more accessible, consumers are more discerning about the businesses they decide to patronize. A good example is online reviews. People tend to read online reviews before buying a product:

  • 90% of potential buyers read online reviews before visiting a business.
  • Online reviews have the ability to influence 67.7% of buying decisions.
  • 84% of consumers report that they trust online reviews in the same way they trust a personal recommendation.

Today’s consumers take the time to conduct research before buying a product. They will take advantage of the various tools provided by the Internet to learn more about a product before buying it.

Other than online reviews, consumers look to the following sources to do their research:

  • Social Media
  • Online Search Engine Directories
  • Chat Forums

If you don’t have an online presence, your business will never get found by prospective customers. No one will know if your product is good. Having an online review is like word-of-mouth. The difference is that word about your business will go around much faster and travel farther distances.

4. Keeps Your Business Running 24/7

Your website is your storefront window on the Internet. Unlike a brick- and- mortar store, it does not close. Your website is open 24/7.

Potential buyers and clients from all over the world can enter your website, view its contents, and read about your products and services. The content that you have on social media, community blog sites, online reviews, search engine directories can likewise be seen and read by Internet users.

With a website, you will never miss out on opportunities.

For example, you can set up a customer service team composed of remote workers or telecommuters. Whenever you receive inquiries about your products or complaints, your customer service team will be able to attend to them right away.

If you have social media pages, your customer service team can respond right away to comments from your followers. At the same time, they can moderate your social media pages and remove irrelevant content such as affiliate marketing links and inappropriate comments.

Fast and efficient customer service will help you acquire new clients and maintain existing ones. It shows that you care about your end-users.

5. Track Your Performance and Measure Results in Real Time

The availability of online analytics is the game-changer for Digital Marketing. With online analytics, you track the performance of your Digital Marketing campaign. You can measure results in real time.

Analytics will help you pinpoint the strengths and weaknesses of your current Digital Marketing strategy. It will give you a snapshot of where your audience comes from and the types of content that interest them.

You have empirical evidence that will show you which processes, tools, or techniques are generating acceptable RPI. Therefore, with analytics, you have a solid basis for making calculated decisions on which processes you should allocate more resources to.

Having the ability to evaluate the performance of your campaign is another reason why Digital Marketing allows you to better optimize your budget.

Conclusion:  Why Businesses Hesitate To Invest In Digital Marketing

Like all small business owners, you must have thought about investing in a digital marketing strategy.

You know consumers are always connected to the Internet. You are aware that consumers and businesses, including your competitors, are becoming increasingly dependent on mobile technology to make decisions that pertain to life and work.

However, doubts and fears exist:

  • “How do I start a digital marketing strategy?”
  • “How much will it cost me to maintain a digital marketing strategy? My funds are very tight.”
  • “Who will manage my company’s digital marketing strategy? I don’t have the time, experience, and expertise.”
  • “What are the risks of a digital marketing strategy and how do I mitigate them? I’ve read stories of businesses being duped by the agency.”
  • “What is my expected ROI on my digital marketing strategy if at all?”

As a digital marketing agency, we find these doubts reasonable. We know where the small business owners are coming from because our own clients have posed similar questions to us.

Small business owners have a lot on their plate especially when they are starting out. They have to manage their funds really well. For this reason, marketing gets pushed on the wayside.

By investing in a Digital Marketing strategy, you can put these fears and doubts to rest.

If you want to learn more about Digital Marketing and how you can apply it to your business, give us a call. We are highly rated as a Colorado Digital Marketing Agency. 

We’ll schedule you for a free 30-minute consultation!

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