How to build an online marketing system

The lifeblood of every local small business is their leads, well it’s actually customers, but it starts with finding leads! In an attempt to generate more leads, you can be sidetracked with a lot of tactics these days – online ads, social media, radio, and the next new thing that the internet comes up with.

It can frustrating for any owner or marketing leader.

The good news is, all you really need is a proven marketing system.

The real benefit of using an established and proven marketing system, is that it can expand and mature as your business expands  and matures.

7 foundational elements of an effective local marketing system:

Create a core message and strategy of difference

Finding a way to stand out in the mind of your ideal customers, something differentiates your business from every other business that seems to provide the same products and services as you, is hard work, but it might be the most important discovery you can make.

To help create the perfect strategy for your business we’ll:

  • ​Discover your ideal client and build your marketing strategy to attract more of these.

  • ​Define the characteristics of your most profitable customers that are your raving fans

  • Establish your differentiator, your super power, your brand's DNA that makes you unique in how you solve your client's problems

  • Research your clients and competitors

  • Create a clear core message that targets the problems your ideal customers want to solve

Marketing lives and dies by developing "Strategy Before Tactics" - We think this step is so important that we start every engagement here with something we call Strategy First - In fact, this can be a stand alone engagement that leads into the following implementation steps. 

Build a website that converts visitors to customers

No matter what your business sells today your website is the hub of your marketing. It must be able to engage with your prospects and tell your story and guide your prospects to take the actions that turn them into customers. To do this effectively, there are certain elements that every small business website must-have and we will hep you to attract your ideal client.

Building a website that will grow your business:

  • Design a site structure and flow that engages visitors and keeps them there

  • Create and feature your brand to help you stand out

  • Feature your ideal customers to help prospects know they are in the right place

  • Build the content for your core web pages and SEO plan

  • Add case studies, accomplishments, and testimonials that help build trust

  • Tell the full story of your products, services, and mission

  • Audit, organize and refresh your existing content

Master everyday SEO 

People turn to search engines when they want to find something. In fact, that’s the #1 way local businesses get noticed today. If you’re not showing up on the maps and organic listings you are at a huge disadvantage. SEO isn’t that complicated, but it must be done in a strategic manner, integrated with your content and website structure.

We will help you create a successful SEO plan:

  • Create a website structure built for Google

  • Optimize all of your current pages

  • Get your Google My Business page producing results

  • Make sure that your data is correct and complete across directories

  • Acquire links back to your content from related websites

Let your customers talk about how great you are with reviews

From the beginning of time, people have asked their friends for the names of businesses that can help them solve a problem. A good review from a friend went a long way. Today, we turn to review sites like Google and Yelp to find business and rely on the review, good and bad, from strangers to provide information and proof that a business is one we can trust.

Maximize reviews on your site:

  • Make sure that your business profiles on reviews sites are optimized for best results

  • Create a review funnel that makes it easy for your fans to share their feedback 

  • Create a system that allows you to get reviews from every new customer

  • Highlight your great reviews on your website and other key channels

Use social media to create awareness and build trust

Social media platforms offer many new ways to create awareness for your business, but they can also be a distraction if you don’t have a plan to use them strategically. Millions turn to social media sites every day so tapping this behavior is key.

Maximize reviews on your site:

  • Tune up your profiles on your key platforms such as Facebook, LinkedIn, Twitter or Instagram

  • Create a plan to focus the right message on the right plan

  • Teach you how to capture those personal stories that create engagement with your brand

  • Integrate your content, sharing, and paid social efforts

Capture leads ready to buy now with targeted online advertising

Pay-per-click advertising or paid search as it is called today offers some tremendous benefits. It’s also a place where you can potentially waste a great deal of money. It’s important that you work with a marketing professional who understands how to implement effective campaigns that are aligned with your overall strategy.

To help you get the most from your PPC efforts we’ll:

  • Develop a list of high purchase intent keywords for your

  • campaigns

  • Create targeted audiences based on your ideal customer

  • Build campaign-specific landing pages for high conversion

  • Create ads and campaigns focused on generating business

Real-time Reporting Tracking

The rise of digital marketing gives us more ways to collect and track data than ever. We can now know what the exact return on just about any campaign is, but we can also get flooded with useless data. The key is to establish a handful of useful metrics and use them to help inform marketing decisions.

Get the most from your marketing efforts:

  • Help you construct a Lifetime Customer Value metric

  • Develop conversion goals around your marketing campaigns

  • Create a reporting dashboard so you can monitor the progress of your marketing

  • Install tracking tools that allow you to see where your best leads come from

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