This is a guest contribution from Emma Henry of True Target Marketing.
There’s no denying that plenty of us are trying to make a living on the internet. The good news is that it’s still early days when it comes to building a successful online business. In reality, very few businesses know how to effectively execute strategic online marketing campaigns. Now is the perfect time for you to take advantage of this gap in the market and outperform your online competition. With some sound advice, a strategic approach, and a solid implementation plan, your online business performance can go from strength to strength.
First Things First
The first thing is to prepare a custom strategy for your online business. To do this, you need to conduct a detailed review of your current online situation. What is currently working well? What are the main issues and the biggest frustrations with your website? What is the goal for your online business 12 months and beyond? Who are your current customers and are they your ideal, highest-value customers? How can you encourage repeat purchases to increase the life time value of your ideal customers?
There are a number of useful analytics tools such as Google Webmaster Tools, Google Analytics and Keyword Research software that can help you to review your current online business and devise the best strategy for your business going forward. Consider engaging in the services of a website marketing expert to assist you with the process of analysing your online business. A professional will have the skills and knowledge to prepare a bespoke, tailored strategy that can reap you huge results.
The second step is to implement the necessary changes to your website to help you achieve your online business goals. The aim is to attract more high value customer prospects to your website, encourage them to stay on your site (rather than go to a competitor site), and to persuade them to take some form of action on your site (i.e. make a purchase, call for an appointment, request a quote etc.).
Some specific changes you might need to make to improve the performance of your website include:
- Simplify the site navigation for a seamless, end-user experience.
- Remove unnecessary clutter.
- Include a concise summary of your offerings on your home page linking back to the more detailed products/services pages.
- Include a “Testimonials” and “FAQ” page.
- Align the content of every page with the most relevant, industry specific keyword.
- Develop and improve existing content.
- Optimise your website for the search engines.
- Incorporate multiple, relevant and clear calls to action on your site (for a free quote call xxx, click to buy here, enter your email to receive xxx)
The third and final step to outperform your online competition is to secure your place as the absolute authority in your industry niche. To do this, you need to ensure the content on your website is high quality, unique, and relevant to your specific market, and is better than the content of your online competitors. Create regular, fresh new content around common queries in your industry. Go beyond an FAQ sheet and include a dedicated page with detailed information on typical customer queries. Doing this will ensure that when prospective customers search for those queries in Google, your website page will show up in the search results over and above your competitor pages because your site will be the one with the most informative and relevant information. In time, you will become the “go to” website authority for your industry niche as your customer prospects begin to know, like and trust your brand and your information. Not only will you be perceived as the expert in your field by providing your audience with valuable information, but you will be rewarded by Google as they boost your search engine rankings ahead of your competitors.
In summary, take the time to review your current online operations, implement a strategy to attract more of your ideal customer prospects by improving and optimising your website structure and building up relevant content on your site. Consider engaging the services of a professional, online marketing expert to help you execute this proven and effective three-step strategy. The investment will be well worthwhile when you consider the value you will get from securing highly-targeted new business. Now is the time to start securing a greater share of customers in your marketplace by outperforming your competitors online.
Emma Henry is an Online Marketing Specialist and the owner of True Target Marketing. Emma tailors bespoke online marketing strategies for her clients. She specialises in lead generation, customer conversions, increased website traffic and improved website responsiveness.