As you are navigating through the ever-changing waters of digital marketing, it’s crucial you don’t lose sight of the end goal. In the end, your goal is to get more sales; however, there are several steps you must take along the way. It’s these steps (your marketing plan) that eventually lead to the sales you receive.
Unfortunately, there may be huge waves and unexpected storms along the way – after all, the realm of digital marketing is constantly changing. While this is true, there are a few tips you can use to ensure your marketing efforts have the best chance of being effective. Keep reading to learn what those tips are.
Get to Know Your Audience
Before you can begin developing a marketing plan, you have to know who you are marketing to. Not only do you need to know what group your ideal customer belongs to, but you also need to have a general idea of their interests. It may also be helpful to use tools like customer segmentation to ensure your customers are receiving marketing materials and efforts that most apply to their position in the buying journey.
If you are trying to build your local customer base, one of the best ways to do this is by getting involved in the local community and encourage your customers and potential customers to participate, as well. You can have your team or clients volunteer somewhere and wear unifying t-shirts or hats. Another way to participate is by donating prizes to a competition or a contest that is going to engage your client’s audience and make them want to come back for additional services or products.
Use Local Directories
One of the best ways to drive local traffic is to ensure that you or your clients appear in the local search results. This can be done by making sure they are listed on Yelp, Angie’s List, the Whitepages, and any other local directory that is relevant to their business.
Collect and Post Testimonials
Most people will be more likely to post a negative experience with a company than a positive one. However, when you receive positive feedback, make sure you post this on other sites. If you or your clients have a positive interaction with your customers, be sure that you ask these individuals to write and to share the good experience as a review.
Use Local Media
You should never underestimate the power offered by local media, especially if your business or your clients are found in a small town. Local radio stations, newspapers, and other shows can be extremely effective if you want to generate even more foot traffic.
Create a Local SEO Campaign
You can use various software solutions, such as Google AdWords to create an SEO campaign that will drive local traffic online and in your store. You should look into PPC campaigns, along with other SEO options if you are trying to target customers locally.
Take Advantage of Social Media
Social media offers a great way for you to connect with an audience in professional but human ways. You can use social channels that your local audience is present on to answer various customer questions and to have conversations with your client’s existing audience.
Run Promotions or Contests
A promotion, such as a contest, is a great tool to engage your local audience. Don’t be afraid to get creative with the contests and provide prices that your “ideal” customer would be interested in. Be sure that you offer promotions that celebrate various local events or to connect with the community through other methods.
If you want to improve your marketing efforts, be sure to use the tips and information found here. Doing so is going to help ensure you achieve the desired results and you reach your customers where they are. Keep this in mind to maximize your marketing efforts and your marketing dollars – the effort will pay off in the long run.
Guest article by Kevin Gardner
Kevin Gardner graduated with a BS in Computer Science and an MBA from UCLA and now works as a business consultant for companies around the U.S.