Over the last few years I’ve been pushing more local businesses to embrace the internet as a business tool because I believe it can significantly improve your marketing campaigns and grow your business.
While most business owners have heard that being online can help their business, not many have an understanding or have ever been told exactly how.
So in this article I’m going to show you how business owners like yourself can combine your website and marketing campaigns to supercharge your business.
How Most Local Marketing Campaigns Work
Investing in a website can be a risky proposition and, somewhat surprisingly, so can investing in Marketing. That’s because small businesses can burn through a lot of money on both and get very little in return.
Local small businesses advertisement usually works something like this
You place an Ad –> wait for prospects to see Ad –> prospect buys or does not buy –> rinse and repeat
The problem with this model is that the majority of people who see your ads will not be in your target market and therefore will not be interested in buying. Of those who are in your target marketing only a small percentage will actually be ready to buy at the time they hear/see your ad.
This means every time you advertise, you are wasting money by paying to show your ad to people who are not in your target market.
In order to reach people who are in your target market but were not ready to buy you have to advertise regularly, so that you can catch them when they are ready. This can be really expensive even when you get it right and a great waste of money if you get it wrong.
Integrate Your Website To Boost the Effectiveness of Your Campaigns
The solution is to find a way to reach more of your target market regularly using your own platform.
A website gives you, the business owner, a platform to interact with and influence your customers on your own terms. And by integrating your website and marketing campaigns you boost the effectiveness of both.
In the first model persons who were in your target market but not ready to buy at the time they heard your ad were lost to you or you had to buy expensive ads to reach them again. In the model above they now have another option; They can visit your website where you can continue to persuade them to become customers.
But, for this to work your website has to be set up correctly. If all visitors get on your website are fancy graphics,your mission statement and your number it won’t work. Your website must offer additional value to the ad they heard/saw.
This could be in the form of more information, sweepstakes, giveaways or some kind of contest that will engage them and cause them to either make a purchase or sign up to your site for more information.
Ultimately, you want to have that visitor sign up to your list. The more people who sign up to your list the better. That should be the core purpose of every website.
Use Your Mailing list to Reduce Marketing Cost and Increase Sales
When you advertise on the traditional channels (Radio, Newspapers, Television) you are paying to reach a large amount of people, most of whom are not interested in your product at all.
When you integrate your website into your marketing campaigns the people who visit your website as a result of that campaign will be your target audience.
If you convince them to give you their email address you will have a list of people who you won’t have to pay to reach and who you already know are interested in your product because they signed up on your site, telling you they want to hear more from you!
BUT… and there’s always a ‘but’;
You can’t abuse them. If all you do is send marketing offer after marketing offer or If you sell/give their email address to an eBlast service you will have betrayed your customers trust. The end result is your emails will be ignored.
The key as I said earlier is to add value. Here’s what a sequence of emails that add value to the customer could look like;
- Email#1 – Welcome email
- Email#2 – Informational Email – teach them something
- Email#3 – Question to get your customers feedback encouraging engagement
- Email#4 – Feature product w/ coupon
- Email#5 – Customer testimonial/case study
- Email#6 – Top 10 something in relation to your product
- Email#7 – Coupon or exclusive offer
and so on
What you’ll notice is that you’re not just spamming them over and over with marketing messages but you are reaching your prospects on a regular basis. Ideally you want them to look forward to your emails and open all.
Will This Work For You?
Let me recap for a moment. You need to;
- Integrate your website with your marketing campaigns to drive traffic to your site
- Use your website to add value and provide more detail on your products or services
- Get people to sign up to your mailing list
- Email them regularly with value added content
- Occasionally email Special Offers/Coupons to drive sales
This process takes you
- From paying media companies to reach your customers to reaching them FREE or relatively cheaply
- From reaching Random people to reaching people who are more likely to buy your product.
The end result is lower marketing cost and increase sales.
So will this work for you? It depends on how you implement it. You need to have all the pieces in place and use them correctly.
Once you have that you need to drive traffic to your website and have your email setup and ready to go.
This is the future for businesses that are looking to be more efficient, to save money and to reach more customers. If you have any questions contact me and lets discuss further. But its time to get started on this now.