For many small businesses, their internet marketing experience to date hasn’t been triumphant. On the contrary, their story so far is somewhere between underwhelming and disasterous.
Those on the former end of the spectrum are seeing some gains and results, but nothing close to what they expected and were promised. And those on the latter end of the spectrum are wondering if it might have been a lot simpler just to put tens of thousands of dollars in a garbage can, and then light it on fire. At least, it would have provided some heat for a few minutes.
Fortunately, overcoming some of the biggest internet marketing challenges can be done in a logical, rational and straightforward manner (you don’t need some fast-talking consultant to wave a magic wand or plant some magic beans). Here’s what to keep in mind:
Upgrade Your Online Presence
While 15 years ago simply having a website was usually enough to secure a spot on the virtual landscape, things are very different today – because customers expect a much higher standard, and they will most certainly judge a business by the quality of its website, social media pages, search visibility, and more.
As such, small businesses need to assess and upgrade their online presence, so that it’s complete, impressive, educational, persuasive, customer-facing, and good enough to compete with large enterprises in their marketplace.
Target Buyer Personas
Generating revenues is (obviously) a priority for all types of businesses, but for small businesses it’s sometimes a matter of life and death – because a sustained dip in revenues means that the working capital well runs dry, and that triggers a whole range of terrifying problems that keeps small business owners awake at night.
However, this understandable fixation on generating revenues means that some small businesses treat all customers as part of the same group. In other words: if someone wants to buy their stuff, then that intention makes them a customer. In the literal sense this is correct. But in the functional sense, it’s a mistake, beacuse not all customers have the same needs, pain points or issues. That means they don’t all respond the same way to the same messages.
As such, small businesses have to develop and then target buyer personas, and nurture them along the buyer’s journey accordingly. Otherwise, sooner or later their “one-size-fits-all” messaging will not fit anyone, and that leads to fewer customers, lower revenues, and more sleepless nights.
Create Great Content (and Repeat)
The fuel that keeps customer engagement alive on the business landscape is an endless stream of great content. This includes blogs, ebooks, infographics, case studies, videos, white papers, checklists, widgets, apps – and the list goes on.
Small businesses who fail to regualrly worship at the Great Content Altar soon find themsleves getting pushed aside and fall off the radar screen; and not necesarily by large enterprises, but by small business competitors who are publishing great content on a regular basis.
Use Social Media the Right Way
It doesn’t matter whether a small business sells healthcare technology, professional services or organic tea: social media must be part of the customer communication and engagement mix.
But for many small businesses, the extent of their social media presence is a neglected Facebook and Twitter account. The reason for this abandonment is easy to understand: many small businesses are not seeing their posts, tweets and shares turn into sales, and so they turn their attention and resources elsewhere.
However, this is a huge strategic mistake – because social media is not a form of advertising; it’s a way to build communities and credibility. As noted by the Huffington Post: “The goal of social media for business is to grow a large audience that is interested in your business, and hook this audience’s attention.”
Yes, all of this must ultimately translate into revenues – either directly from new customers, or indirectly through influencers (i.e. someone sharing social media content with someone in their network, who ultimately becomes a customer). But leveraging social media is not an overnight thing, and pulling the plug after a few months is like someone tearing up a fitness club membership 8 weeks after signing-up because they don’t look like a fitness model.
Learn More
To learn more about overcoming these and other top internet marketing challenges, contact the Leap Clixx team today. We know what works for small businesses — and just as importantly, we know what doesn’t! We’ll steer you in the right direction, and help you take the shortest path to impressive ROI.
For more on how inbound marketing can help your small business succeed, download our FREE eBook “A Guide to Inbound Marketing Best Practices” now:
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