Tonight’s feature is a little bit different, and something I think will be really useful to you all. I think most of us would agree that we are living in a digital world, and digital marketing is a huge part of most small business owner’s marketing strategy. And if it’s not, it probably should be! Nicole Shelley of Sydney-based Pepper IT has very kindly offered to write a guest blog tonight, sharing the first steps if you’ve just started a business and want to establish an online presence. Read more from Nicole below x
As a business/brand having a presence online is now essential to any marketing strategy. But gone are the days where having a website is enough. So you’re thinking I have a website, what now?
Search Engine Optimisation
Whenever discussing boosting your online profile, you will hear the term SEO or Search Engine Optimisation. In essence the main purpose of this strategy is to ensure your website is recognised by search engines as a trusted ‘go to’ site for the content people are searching for. Even if you have invested in a well made, good looking website, your website may still not get the traffic it needs to be “findable” or have a healthy ranking on search engines like Google. Ensuring that your website is optimised for your clients to find on search engines is a great place to start.
It sounds simple enough, although there are many different factors that can feed into your website gaining popularity. If SEO is new to you, our 101 basics is a great place to start.
Pay Per Click (PPC) Advertising
Google AdWords is a popular service for offering ‘Pay Per Click’ advertising. This allows you to create ads that appear when people search for relevant keywords on Google. If a user clicks on your ad and views your website you are then charged a fee per click. Cost per click varies largely depending on the keywords you target. As an example, keywords related to financial products like credit cards and mortgages can cost $30-$40 per click. Less competitive keywords may be as little as cents per click.
Social Media Marketing (SMM)
Build an active, informative and lightly self-promoting presence on the Social Media platforms Facebook, Twitter, Instagram, LinkedIn and Google+.
- Facebook is a great platform for interacting and connecting with your clients and peers. With 17M active users in Australia, Facebook is by far Australia’s most popular social media platform.
- Twitter is a fantastic resource for connecting with journalists and other experts in your field. This will provide an opportunity to build a reputation as amongst experts and hopefully lead to quotes and references in traditional media.
- Instagram is a platform to showcase a visual story. This as an opportunity to build relationships with your clients and peers in the industry. Australia’s second most popular platform with 5 million users.
- LinkedIn is an opportunity to connect with professionals in your industry.
- Google+ is about creating content for the benefit of Google, This will have an indirect effect on your SEO.
Social Media Content
Your Social Media content should be informative, educational and interesting. It’s important that you also ‘mix-up’ the content you share and include a variety of the following:
- Information about your industry and related industries
- Light promotion of yourself/business/brand’s successes and services. It’s a party don’t always talk about you!
- ‘Human content’ such as staff anniversaries, birthdays, etc.
Encourage your staff to actively share, comment and like via their personal Social Media accounts. This will help to increase the number of people who see your social content.
You can also use Social Media as an ‘ice breaker’ for contacting other companies and organisations that you wish to start conversations with. Commenting, sharing and liking their content is a great way to get noticed by them before you reach out via email or telephone.
Once you have an established web presence, the options to build on this are endless!
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