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Whether you are at the beginning stages of starting up a business, or you have been operating for a while, all companies should hold an online presence.
Why? A digital marketing strategy can attract new customers, retain current clients and communicate missions and services efficiently. While it can be difficult for small businesses to rank well in search engines and beat the status quo without knowledge of online digital marketing, with these few tips you can build a significant online presence.
Firstly, obtain feedback
It sounds obvious, but there are many businesses that focus solely on their personal thoughts about their website design when really, the only opinion that matters is that of your target audience. Gather together a focus group filled with your target market, including current customers, and work out where you could be going wrong. Encouraging honest opinions is what this session is all about. Then, take a step back and analyze the feedback, is there a problem cropping up more than once? You should also remember to obtain regular feedback – user behavior changes, so make sure your website changes with it!
Make your landing pages clear and free from distraction
Your company might be running an offer, a free Yoga class, for example. When your users are landing on your offer page, it should be obvious what the user is to do next to access the offer. Having your website landing pages free from menu navigation and other offers helps create a straightforward and pleasant user experience. The easier it is to claim the offer, the more likely your user will convert. If the user is required to fill in a form, make sure your form length is relative to the perceived value of the offer; just extracting minimal but highly useful information from the user will make it easier for them to access the offer – therefore increasing the chance of a conversion!
Never stop testing
Testing every aspect of your user’s journey should be a continual process for your therapy business; it’s how you learn more about what your customers want! It’s important to only test one element at a time, this helps you avoid making unnecessary changes – also, if you’d changed the color of your call-to-action button, the copy and the position of the call-to-action, how will you know which element was responsible for the increase in conversions?
Ensure your website is mobile accessible
Smartphone and tablet usage is on the rise, and customers want to access content on the go. When setting up your website, prioritize accessibility – a digital marketing strategy won’t work if the client can’t easily view the information on their preferred device.
By making your site mobile-friendly, you are maximizing user engagement and giving your company the best chance to survive in an extremely competitive environment.
Produce regular content
Producing interesting content in the form of blog posts and articles will ensure you attract a steady flow of traffic to your site, which in turn should turn into leads and conversions. Be sure to share this content with your audience via social media channels such as Facebook and Twitter.
Retain customers using email marketing
Although smaller companies may not have the budget to establish an entire marketing team to crack the digital environment, there are still cost-effective and efficient strategies available to adopt.
Sign up for an email marketing system, with free and subscription services on offer, and retain loyal customers by distributing customizable content. You can stay in contact with customers via email marketing, send exclusive promotions, and deliver feedback surveys to improve your operations based on a personalized experience. Emails are also trackable, and you can quickly act on any flagged issues.
Employ web analytics tools
Without web analytics, you miss out on capturing ideas that could set you apart from large corporations and boost your digital marketing strategy.
While web analytics tools seem daunting, they are easy to use. You can track visitors to your site by setting aside five minutes per day, and determine how they accessed the site (via a search engine or social media), along with their location, allowing you to discover how users interact with your site.
These insights can help you create content and build marketing strategies, assisting young companies to develop a prominent digital presence.