Any business could use more business, that’s a fact. Capitalizing on your digital marketing niche by expanding into the online world correctly is not only cost-effective, but it’s also the best way to reach new potential customers!
The trouble with digital marketing is that it can be too expensive to use a trial-and-error method if you don’t have the technical skills to implement a robust campaign. Obviously, employing a marketing agency like Agency Media is one way to ensure an efficient and effective online digital marketing funnel, but sometimes we aren’t ready to make that significant leap.
So here are some tips on tricks on how you can start using digital marketing platforms to your advantage and maybe get back what you need to further explore that digital marketing option for your company.
Tip #1 – Set Up Your Analytics & Tracking
Make sure your website is set up to collect valuable business intelligence. Google, Facebook, and Instagram are three companies that I would recommend you use to help collect and understand your business intelligence. If you are not sure how to use these tools, that’s fine, you don’t need to know how to operate them, you just need to install them for the tracking to work correctly!
Speak with whoever runs your website and ask if they have (and then if they can) set up a Google Analytics, Facebook Pixel, and LinkedIn Conversion Tracker that will allow you to utilize all three platforms (they’re competitors so they don’t share data—if you only collect data via Google Analytics and want to run Facebook ads in the future, you will not have any data to build a campaign around). Note: Facebook and Instagram are the same company, the same as Google and YouTube.
- Create a Facebook Business Manager
- Create Facebook Pixel
- Add Facebook Pixel To Your Website (WordPress)
Tip #2 – Boost Your Social Media Posts
On Facebook and Instagram, you are able to boost a post, or put money behind it, so that it reaches more people than it would organically, or without any financial support.
I recommend a budget of between $2.50-$5 a day, per post, to a max of $10-$20 per boosted post. Run the boost for about 4-7 days. Doing the math, at 4 weeks per month, should keep you under $100 per month. You can also run one or two posts for $50-$100 over a longer 10+ day campaign if you have something you really want to push for that month.
Target locally. You can have an open audience where you select a radius around your building or you can make it more specific if the audience is just too large. Ideally, the lowest I’d go would be over 1,000 as anything under won’t do you any good (if the post is very specific). A good size to aim for would be 20,000 – 50,000 if you’re looking to maximize your reach. Even if the audience is 100,000+, yes, it’s a little larger than we’d like, however, until you create your own audience than it’s not such a bad idea to start broad and slowly taper your audience.
Tip #3 – Respect The Customer Journey
Avoid being redundant! Make sure your copy, or text, compliments your picture and video content. And make sure your picture and video content complement your landing page.
After the client sees a video, for example, and they click the link to view your landing page, they most likely don’t want to see another (or the same) video that is basically giving them the same information they just digested. Same if you have a lengthy picture post that showcases a bunch of highlights that your product or service includes, following up with a landing page that reiterates what they just read in a similar way is not providing any more incentive to make a purchase.
A combination of a strong visual or written story or showcase piece of content followed up by something complimentary is much more effective.
Here, it’s not too difficult! I’ll try to make it simple:
- Did they just watch a video? Then give them a landing page with written copy that highlights what you didn’t cover in the video as well as sums up the most important information that you wanted to get across.
- Did they read the highlights or a lengthy post? Then give them a video to help quickly show off the product or service that they just read up about.
Finally, either way, make sure your website finishes with a clear Call-To-Action. It can be a simple form that website visitors can use to submit their contact information or perhaps a soft lead like an informational or educational PDF they can download after entering their email address. The name of the game is to collect their contact information so that you can continue a conversation.
Tip #4 – Start a Broad Google Search Campaign
If your business provides something where people might be actively searching for a solution, put a list of keywords and search terms together and launch a Broad Google Search campaign.
Use a $3/day budget ($5/day if you don’t mind spending $150!) and launch a Google Search campaign that is within a 5-7mi radius around your business. Anyone who searches for what you have to offer within 10km of your business will have the potential to see your ad and contact you, view your website, or visit your store.
For all of these methods, you can use the data that you are collecting to learn more about what your visitors are most interested in as well as what common traits and interests they share. Then you can use that information to help decide what content you need to create and where you should focus your attention in regard to satisfying your audience’s (potential customers) wants and needs.
Yes, time is money, and using these steps will be the most effective way to learn about your digital marketing funnel, understand what people find most interesting about your business, and ensure that you stand out from your competition.