The Full Picture
A tour of the online marketing landscape to help you understand what is possible with the tools at our disposal.
Your brand is the feeling evoked by who you are and what you do. People will forget all kinds of things but they will never forget how you make them feel.
To get your brand right, you must first know yourself and how you feel about yourself right now and how you want to feel about yourself in future.
Once you know that, then you develop guidelines (color, logo, typography, voice etc) to support your brand.
Your reputation is your most prized asset. Reviews matter. One of the most important things you can do is to ask for reviews and monitor your reviews. Encourage people to leave good reviews or provide feedback if they are not happy with any aspect of your products or services.
Your website should reflect your brand, your services and your offerings. It should make people feel the way you want them to feel, be easy to navigate, and be technically sound (mobile friendly, properly indexed, analytics set up correctly).
This ties into branding but it's different. Have clarity on what you have to offer. Make time to develop your offerings. What you offer is not just your services or products. It can be much more than that. The more robust your offerings are the more you have to work with in your online marketing campaigns.
Facebook, Instagram, Youtube, Tiktok. Find the social media channel where the people you want to reach most likely spend time. A good social media strategy provides a mix of education, inspiration and nudging towards what you want people to do.
Pay Per Click
We run ads on various channels - google ads, facebook, youtube. The platform that will work best for you depends on your audience and the point in their journey they are most likely to be receptive to your offerings. It's wise to be conservative and judicious when experimenting with ads. It takes times to find out what works.
A great way to leverage people who are already familiar with your brand. As with social media any content you send out needs to be useful by being either inspirational or educational.
It can take as many as 7 touch points before a lead is ready to convert. One way to deliver touches is to run lead nurturing campaigns. If you are lucky enough to have a constantly refreshing database of email addresses it's easy to send them lead nurturing emails. However, if that is not the case then you need to convert people by making them a high reward low risk offer e.g. give us your email for this great goodie. Once you have that email, you need to once again handle it very carefully and judiciously.
A full campaign consists of landing pages that are designed to qualify and convert leads generated by Pay Per Click or Lead Nurturing ad campaigns. They require integration of all the various parts involved.
They are technical but deliver the reliable results because you can track and measure success. Creating the first campaign takes time but once you have done that subsequent campaigns can be tweaked.
If you are serious about your online marketing, full campaigns are the only way to go.