It will come as no surprise to any of us that marketing your business in 2017 is a complex process. No matter what sector you are in, the market is likely to be pretty saturated, with thousands of different companies all vying for the same audience. That’s why the approach you take to your business marketing is so integral to your success. You need to put yourself on a platform so that you are clearly visible to your target audience, as this is what will draw your customers in. If they can’t find you, or if they don’t know about you, how can you expect to make any money from your business? When you are putting your company into the public sphere, it is certainly not a time for shyness. Being coy will, unfortunately, get you nowhere; you need to be prepared to shout about your business from the rooftops to secure those clients. Speaking regarding the online world, this means working to drive as much traffic to your website as possible. Once your potential customer has been directed to your website, THEN you can hit them with the soft sell, with plenty of persuasive content marketing. But first, you have to get them to your website and/or social media in the first place. Search engine marketing is the best way to do this – here are all the tricks of the trade every business owner needs to know.
Domain name/URL
Your website’s domain name is what will become synonymous with your brand. It is the best and easiest way for people to find you online, and in many cases can become your trademark. If you are using a website hosting platform such as Wix to create your site on (a good option for those of us who aren’t versed in HTML), you will automatically be given a ‘.wix.’ URL when you make your site. However, when it’s time to go public, this isn’t the most professional looking option. You need your company to stand out in its own right, not to be affiliated with a hosting business (although you will still need to credit Wix somewhere on the page). Therefore you will need to buy your web domain, which will give you the option to pick a URL for your website (for example ‘yourbusinessname.com’). Not only does this make your business look far more legitimate, but it also makes it easier to search for, too.
Pay-per-click ads
One of the most common search engine optimization tactics is pay-per-click ads. So, what exactly does it do? It enables your website to reach the top of search engine rankings, appearing in front of any organic reach. There are many different systems by which you can implement pay-per-click ads for your business, and you can find out more about them on some search marketing blogs like this one. Part of the beauty of pay-per-click ads is their flexibility. Unlike other forms of internet marketing, where you have to wait a long time to see any results, you can adjust most PPC campaigns in a matter of days or even hours. This allows you to react to any sudden changes in your market, tailoring your ad perfectly to your target audience.
Keywords
Keywords play a huge role in search engine marketing, and they can often make or break the success of your business. The first thing to do when deciding what your keywords are is to put yourself in your customer’s shoes: what would you search for on Google if you were trying to find your business? This should be pretty easy to work out, and there you have it: you’ve got a selection of keywords you can use immediately in your website and social media strategies! However, if you do struggle to find any that you think will work, certain services like Google Adwords can generate keywords for you. Then decide where you are going to place your keywords. If possible, it’s ideal to have at least one in your website title, or as part of your company slogan. Check that both of these things appear in your search engine preview, and try and avoid too much wordiness. If you do have some longer keyword phrases that you can’t cut down for size, simply use them in your extended website copy. Appearing in search engines can sometimes end up being the bane of a business owner’s life, but with some of these hints, you should be able to make it a breeze for you and your business.
