Based on your input, your score is ABOVE AVERAGE.
What this means is that you are already quite savvy when it comes to online marketing. You are looking to get better clients while keeping the costs low (cost per lead). With businesses like yours objectives are usually to grow the business, get consistency in leads and put systems in place.
How to Improve Your Score…
Based on our professional experience, here are 3 tips that will help your business:
Tip 1: Point of Difference
When it comes to marketing online, make sure that your business stands out from the crowd. For this particular reason, niching into specific areas works quite well. It’s the whole generalist vs specialist scenario where the specialist always gets paid more simply because they are an expert in one area.
What make a business stand out? Here are some of the most common ways to set you apart from your competitors:
- Specific services offered
- Geographical areas of service
- Quoting process
- Job turn-around time
- Service guarantee
- Product warranty
- Service delivery transparency
- Years in business
So make sure you research your competitors and what they offer and then work on your website content to have a point of difference.
Tip 2: Regular Marketing Campaigns
Most businesses stop marketing because they either don’t get results straight away or don’t market regularly. The most successful marketing campaigns are planned and rolled out according to customer behaviour. The simplest campaigns are seasonal ones that are rolled out based on calendar events (e.g gifts for Christmas or Easter). Oftentimes those campaigns get a lot of attention however might not get immediate results. This is why it is important to create follow-up campaigns.
There are many tools that can help you identify hot marketing periods within the year based on the volume of searches. One of those research tools is Google Trends. You can easily compare a number of keywords within a certain time period and geographic location. Comparing the data year by year will display similar patterns. Be mindful of the new and hot trends that can impact on the data.
When running any campaigns online make sure to track everything. Google Analytics is an absolute must-have tool that can be easily setup. Getting familiar with the stats will help you understand how you can improve the user experience of your website and measure what has worked in the past.
Tips 3: Implement Remarketing
Remarketing is a clever way to connect with visitors to your website who may not have made an immediate purchase or enquiry. It allows you to position targeted ads in front of a defined audience that had previously visited your website – as they browse elsewhere around the internet.
The remarketing ads can be delivered in a number of banners formats. The ads are usually delivered via Google Ads or Facebook and are shown on web pages visited by your target audience.
Remarketing works by placing cookies on your website visitors machine when they meet your criteria. Their cookie ID is added to your remarketing list. You can have multiple lists with a range of different criteria.
For example you may wish to target visitors that viewed a particular page or section on your website but didn’t make a purchase or complete and enquiry form.
There are a number of advertising controls including the period of time that a cookie ID stays on your remarketing list, impression caps on how many ads per day are shown to an individual and the ability to block ads on certain websites.
Remarketing is an ideal tactic especially where the sales process is long, considered and competitive. Executed in the right way it can be a powerful tool to improve sales conversions and to raise your brand profile.