With the expansion of the global market over the last several decades, competition has greatly increased. And each competitor is working hard to become the most sought after company in its field. Right? Wrong.
Hundreds of companies are leaving money on the table by ignoring the bare essentials of online marketing.
More and more people are turning to the Internet for the information they seek. Not many people under the age of 45 still use the clunker phone book. They use the Internet.
If you want to be found online by your prospects, then you need the bare essentials.
The Bare Essentials
If there is one thing you must do, it's listing your business on Google's local business listing. This will give current and prospective customers a way to find you on the Internet.
A website is important for your business, too. It helps prospects learn more about your company and its products or services.
Did you know that there are people who won't buy from you if you don't have a website? By not having a website, you're potentially missing out on sales and the opportunity to build confidence in your prospects.
Is a listing and a website good enough? They certainly couldn't hurt. They make you easier to find and more likely to be found. But a website that is written and designed well really seals the deal. And if your competitors don't have websites, you're at an advantage.
How will people who need your service find you if you're not there?
Let's Dig Deeper
When considering how to gain exposure for your company, you really need to consider your ideal client. Do this before spending hours on online marketing that will lead you nowhere. For example, if you talk about your products and services on Twitter, but no one in your target market uses Twitter, you're using ineffective marketing channels.
And if you say, "Well, everyone has ____ [fill in the blank]," stop right there.
Narrowing your focus and deciding on the specifics of your ideal client will help you market your business more effectively. Not everyone can afford your products, even when they need them. And not everyone cares about the benefits of your products. What you need to do is, focus on the prospects who really do care and can afford to buy your products.
Ask yourself these questions: Who is my ideal client? Where does he hang out? Where does he go for information?
Your ideal client will determine the marketing channels you'll use. If you're targeting "little old ladies", for example, then focus on TV spots, Woman's Day magazine, the local newspaper, and the phone book ad space instead of Facebook and LinkedIn.
Stereotypes, though mostly based on pop culture and self-fulfilling prophesies, can help you narrow the characteristics of your ideal client and figure out which channels you should use to market your products and services.
The areas of influence are important when considering marketing your business.
You also need to keep in mind how your target audience is influenced. If you really are targeting little old ladies, figure out who is helping them make decisions. It's very likely that they have sons or daughters taking care of their needs and helping them with decision-making. So, while your ideal client doesn't use Twitter or Facebook, maybe her son or daughter does.
To learn more about ways to market your business, check out my post, 12 Ways to Promote Your Business.
About the Author: Jody Calkins is a copywriter who helps her clients communicate effectively to their customers and prospects through articles, case studies, newsletters, and reports. For more information, please visit https://www.emeryroad.com.
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