Three Ways to Simplify Your Online Marketing Strategy
Online marketing has become complicated for the local business owner. Audiences are scattered over hundreds of different media outlets, social media sites and business listings and the small business can become frustrated trying to deal with it all. Rather than doing hundreds of tactics to reach out to potential clients, doing a few things well may be more productive. Here are three strategies that can help you focus your search and online marketing practices and make them more effective.
Be very specific about your target audience
Targeting simplifies your message and matches your marketing with those most likely to respond. But most targeting is not done very well. While many marketers feel they are doing a good job at focusing their advertising and marketing the results they achieve suggest that they may not be.
In today’s data-driven world, very detailed profiles can be created and targeted. Paid search marketing campaigns should not be driven just by keywords, but by also including other factors such as geography, demographics, past purchase history and other profile-specific information about the user.
“TMI” means “too much information”. When you place ads online, do not load them up with multiple paragraphs of text or irrelevant information. That just makes the ad hard to read and a lot less effective. Here are some ideas for simplifying your ads:
- Use single calls-to-action in ads to drive action. If your best leads come from phone calls, then use call-extension-only ads where a click on the ad dials a phone number.
- Provide simple choices and methods to allow people to act immediately; for example, links to your landing page or phone icons that they can press and be connected immediately.
- Highlight the most requested information prominently. Make it is easy to find and easy to access.
Measure meaningful numbers
It is easy to get caught up in the marketing metrics that everyone uses or that marketers cite as proof that ads are working. Sometimes, though, those numbers conflict with one another or are not helpful to the results you want to achieve. Invest the time to focus on the numbers that matter to your business. This will cut through the clutter of analytics and sharpen your ability to make good business decisions.
In short, small businesses should simplify their efforts and target their online marketing more carefully. Doing so will improve the results and build their business overall. As an award winning marketing agency, KEO Marketing has online marketing experts who can help. Contact KEO Marketing or call us at 888-702-0679 to discuss the opportunities for building effective online marketing campaigns for your business.
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With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.