eBusiness Blog

Combining Online and Offline Marketing to Build Business Credibility

How to earn new clients for your small business with these brand-boosting suggestions

Combining Online and Offline Marketing to Build Business Credibility

I hope you enjoyed our recent series of articles and videos focused on what you can do to build your client roster for your business.

New clients are essential to the success of any business so make sure you keep up consistent efforts to draw in new leads you can then turn into paying clients. 

Clients are essential to business success. Consistent efforts help convert leads into clientsClick To Tweet

To quickly recap:

Proper planning

Have you taken the steps to define your ideal client yet? It’s important to have a plan before setting off on a journey.

Ideal clients are just that: ideal. The more of them you have, the less stress you have in keeping any toxic clients who may be more trouble than they’re worth.

Make your presence known

Content marketing, email marketing, and social media marketing all work together when planned properly. Before you start any guess work at how to go about marketing your business online remember our tips on the value of planning it all out right and hiring a professional to get it done properly.

This article talked about the value of organic and paid marketing to drive website traffic in droves and the cost of messy DIY attempts at online marketing.

The importance of referrals

Referral business is a great way to generate leads. The leads are better and the fact that you’re coming by way of a reference goes a long way to securing the client.

We looked at 4 ways to earn referrals so that you can feel more comfortable when approaching existing contacts for referrals.

Offline Marketing is Still Essential

A lot of what we focus on at eVision Media is specific to online efforts. That is essentially because we specialize in professional website development, social media marketing, and search engine optimization.

Your business success can rely on not only online marketing strategies and tactics, but also offline efforts. So remember to keep up some hard and true staples to keep the leads coming in.

Here’s some suggestions to infuse into your overall marketing pie:

  • Event or Tradeshow Sponsorship

    Sponsoring an event or a tradeshow is a great way to get your business in front of key decision makers within your industry or business sector. Our success with the Abbotsford Chamber of Commerce in 2016 was not only great for getting our name in front of local businesses over having won a Business Excellence award but the sponsor of our award, Blackwood Building Centre Ltd., also received a lot of recognition.

  • Contests Offering Merchandise

    Holding a contest is a great way get word out about your business. Watch out for serial contest entrants (yes people have side jobs entering contests all day) and take the construct of the contest seriously. Look for loopholes that could be exploited and carefully plan your contest so it targets your ideal clients.
     
    Offering free samples or credit as a reward is great when you focus on those who need what you have or do. You may get less entries but it’s better to get 10 qualified entries than 1000 entries from people who are really only after a freebie.

  • Radio Advertising

    Radio ads are still a good tool especially if you deal locally. Many stations are eager to support local businesses so try reaching out to your local radio stations. The cost might be a lot better than you expect!

  • Newspaper Mentions

    These are great for getting eyes on your business. It’s even better if the newspaper has an online equivalent that publishes the article.
     
    If you are able to get your name in a newspaper editorial and the author is willing to link to your site, then you’re not only getting some amazing exposure but because of the link, you are also telling Google that your website has more value.
     
    Journalists have trust placed in them by their readers so if you can get someone to feature your business in an article you should definitely do it.
     
    *Bonus Pro Tip – if you have key phrases drafted and website pages with them sending the right on-site ranking signals, then try asking the article author to link to your business with an actual term you’re trying to rank for.

  • Networking

    Never underestimate the power of good networking for your business. Getting yourself out there at events, trade shows, or anywhere else you can find your target audience is a great idea.
     
    Not all events cost money and even if you don’t make a connection you can still have a good time!

Some other quick ideas to boost your brand exposure include:

  • Sending postcards to past or prospective clients
  • Posting flyers, sending mailers or distributing door hangers
  • Goodie bag and door donations at events where your target market will be in attendance
  • Merchandizing
  • Volunteering
  • Even get your car wrapped with your brand messaging!

These methods are good on their own and together they result in you building your credibility and getting more exposure in front of your ideal target market.

The value of credibility is immeasurable for business success and the cost of not having any clients know, like, or trust you is equivalently high.

Understandably, a lot of these tips seem great but are often tough to execute. If you’re having trouble building your client base or simply want some more help on any of the topics covered here, please get in touch.

We don’t give away all this advice for free without reason. At eVision Media we are always looking for great people to work with and when you review our posts, remember that before we started them we defined our ideal client hoping to find you, so we can work together towards your business goals and overall success.

To your ongoing success,
Susan Friesen

P.S. Are you needing guidance on how to define your niche market and how to position yourself in your industry? Having a mentor to help you through this process can save you time and costly mistakes.

› CONTACT US TODAY

P.P.S. If you found this article helpful, please share it with your Twitter followers:

Combining Online and Offline Marketing to Build Business CredibilityClick To Tweet

About the Author, Susan Friesen

Susan Friesen offering 10 Critical Questions You Must Ask to Get Maximum ResultsSusan Friesen, founder of the award-winning web development and digital marketing firm eVision Media, is a Web Specialist, Business & Marketing Consultant, and Social Media Advisor. She works with entrepreneurs who struggle with having the lack of knowledge, skill and support needed to create their online business presence.

As a result of working with Susan and her team, clients feel confident and relieved knowing their online marketing is in trustworthy and caring hands so they can focus on building their business with peace of mind at having a perfect support system in place to guide them every step of the way.

Visit www.ultimatewebsiteguide.ca and download your FREE "Ultimate Guide to Improving Your Website's Profitability - 10 Critical Questions You Must Ask to Get Maximum Results".

How to Avoid Turning Off Potential Clients

Today’s eTip is about how to avoid turning off potential new clients.

First impressions

Did you know it only takes 5 seconds for a website user to form an opinion of both you and your business?

In those 5 seconds they have judged whether or not they want to get to know you, whether to like you, and should they trust you. Those three components are essential to drawing in your ideal clients and making a connection.

This can all happen whenever anything you do as a business (or a person associated with your business) so it’s important to remember that your online presence can be judged based on more than just a blog post or retweet.

Is your social media too anti social?

Take a look at what you post and what you share.

Are your posts consistently negative or are they more positive?

Are you ranting and raving or are you offering solutions to problems?

All of your posts make an impression and say something about you to your possible new lead(s).

Is your personal presence professional for in person networking? How about your website? Does it say ‘professional’ or does it look home made?

Look at all aspects of your presence online and off and make sure you’re conveying a positive message if you want to attract your ideal clients.

You want all of your branding from your website to your social media and beyond to send a message to potential clients that you will be great to work with.

Keep track of it all and take a moment to asses whether or not all your materials are aligned in design and message and that they properly represent who you are and what you do. If you need any help with any of this please get in touch with me and my team and we’d be delighted to help.

The overall message here to make sure your personal and professional brand makes a positive statement so potential clients get a good idea of who you are, what you do, and why they should hire you/ buy from you.

If you have any questions about finding your ideal client please comment below and if you liked what you saw here please subscribe to our YouTube channel or newsletter so you can get updates and videos for small business entrepreneurs every week!

Until next time,
Susan Friesen

P.S. Are you ready to take your business to the next level? Our “All Under One Roof” boutique web development and digital marketing firm can help you make your vision a reality.

› CONTACT US TODAY
 

About the Author, Susan Friesen

Susan Friesen offering 10 Critical Questions You Must Ask to Get Maximum ResultsSusan Friesen, founder of the award-winning web development and digital marketing firm eVision Media, is a Web Specialist, Business & Marketing Consultant, and Social Media Advisor. She works with entrepreneurs who struggle with having the lack of knowledge, skill and support needed to create their online business presence.

As a result of working with Susan and her team, clients feel confident and relieved knowing their online marketing is in trustworthy and caring hands so they can focus on building their business with peace of mind at having a perfect support system in place to guide them every step of the way.

Visit www.ultimatewebsiteguide.ca and download your FREE "Ultimate Guide to Improving Your Website's Profitability - 10 Critical Questions You Must Ask to Get Maximum Results".

How an Ideal Client Avatar Helps You Better Connect with Your Website Prospects

How an Ideal Client Avatar Helps You Better Connect with Prospects on Your Website

When visitors come to your website they want to know if you understand their issues and can help them.

I have found many businesses falter when it comes to connecting with potential customers. They write about their products and services but forget it’s really about the customer and what they are needing when they visit a website.

That’s why using your ideal client avatar to create a “who we help” page on your website is important. It helps your website visitors self identify if they are your ideal customer.

Using an ideal client avatar on a 'who we help' web page is great for client attractionClick To Tweet

Once you connect to someone on that deeper level it’s easy for them to take the leap to hiring you.

So how do you go about creating an ideal client avatar for your “who we help” page? There are 4 basic parts to this: who they are, what their issues tend to be, what they need right now, and what they should do.

Grab a piece of paper and let’s dig in.

Part 1: Their Identity

Sit down and picture your ideal client. The key to doing this effectively is to drill down to one perfect customer and go deep:

  • Who is your all time favourite ideal customer?
  • Who got tremendous value out of working with you and are incredibly grateful for it?
  • Who is more than happy to pay you?
  • Who often refers other people to you?
  • Who gives you a lot of joy when you work with them?

This is the kind of “A-list” ideal client you want to attract more of to your business.

It is often helpful to give them a full avatar identity, a fictitious profile that embodies the persona of your ideal client. Write a short paragraph describing all about this person. You want potential clients to read this and say, “wow that’s me!”

Itemize details such as:

  • Full name
  • Age
  • Industry
  • Their passion
  • Their current state, whether in personal or professional life
  • Profession
  • Income level
  • Interests and passions

Example: I love working with clients like Jenna Anderson.  She is a 54-year-old owner of a small fashion boutique.  Her passion is helping women find clothing that celebrates their sense of style and helps them feel ageless. 

Her boutique is successful and she is working to open a new clothing line this fall to expand her offerings.

Part 2: Their Issues

Write a short paragraph describing the worries and issues keeping them up at night. Ask yourself what needs are unmet for them? Write a sentence that specifically shows how they feel about this.

Example: Her issues tend to be that she is so busy with the day-to-day needs of her business that she doesn’t have time to focus on creating the designs for her new line.  She needs to hire some new employees to help out but is having trouble finding women who are a fit.

Running the store and doing the bookwork keeps her so busy she doesn’t have time to work on next steps for her business. She needs some help hiring new help, delegating and creating a game plan.

Part 3: Their Pressing Needs

Give specific examples of what “the solution” would look like.  Say how they would feel about having that kind of relief in their life.

Example: What she needs most right now is someone to help her write effective job descriptions so she can hire a stronger sales team for the store.  She also needs to look at what is on her plate and how she can have her team members take some of that off her shoulders. 

She needs someone who is a coach and a cheerleader to push her to create her designs and get them into production.  It would be thrilling to finally see her visions come to life. She would love to have some go-getter employees who feel the same passion she does for empowering women with clothing that makes them feel confident and strong.

Part 4: Their Next Step

Now that we have their attention and have generated interest and desire, it’s time to have them take action.  Tell them how they can get started working with you.

Think about what their next step should be.  Is it a discovery call or initial consultation? What program offering would help them? Is there a product that would show them how to fix it themselves?  Or do you offer a done-for-you service to tackle this problem for them?

Example: You’re invited to have a free breakthrough session where we can look at where your business is at, what challenges you are facing, what opportunities you have, and how we can help you bridge the gap to achieve your desired goals. 

Click here to schedule your free breakthrough session now.

Defining Your Avatar Helps You Personalize Your Marketing

Now that you know who your ideal client is, what they need, and how you can help them, you can now create a “Who We Help” web page that directly speaks to them.  You could also sprinkle in some of your most impactful testimonials to further reinforce how you can help your ideal client.

The added bonus of defining your ideal client avatar is that it helps you write in a very personable way in your marketing. This enhances and escalates the “Know, Like and Trust” factor you want to achieve with your followers.

It completely transforms the impact of your writing when you make it personal and connective.  In my own marketing, I write a newsletter or email piece directly to my ideal client. I often have our email subscribers write back personally as if I had written directly to them.

If you need any help in identifying your ideal client, consider one of my mentoring packages to help with not only that, but also with your marketing and social media strategy on attracting those ideal clients to your business.

To your ongoing success,
Susan Friesen

P.S. Are you needing guidance on how to define your niche market and how to position yourself in your industry? Having a mentor to help you through this process can save you time and costly mistakes.

› CONTACT US TODAY
P.P.S. If you found this article helpful, please share it with your Twitter followers:

How an Ideal Client Avatar Helps You Better Connect with Your Website ProspectsClick To Tweet

About the Author, Susan Friesen

Susan Friesen offering 10 Critical Questions You Must Ask to Get Maximum ResultsSusan Friesen, founder of the award-winning web development and digital marketing firm eVision Media, is a Web Specialist, Business & Marketing Consultant, and Social Media Advisor. She works with entrepreneurs who struggle with having the lack of knowledge, skill and support needed to create their online business presence.

As a result of working with Susan and her team, clients feel confident and relieved knowing their online marketing is in trustworthy and caring hands so they can focus on building their business with peace of mind at having a perfect support system in place to guide them every step of the way.

Visit www.ultimatewebsiteguide.ca and download your FREE "Ultimate Guide to Improving Your Website's Profitability - 10 Critical Questions You Must Ask to Get Maximum Results".

10 Ways to Attracting Clients Through Kindness

10 Ways to Attracting Clients Through Kindness

Why Being Generous in Your Business Will Result in More Loyal Customers

Have you ever noticed feeling compelled to do something for those who have helped you– even if they haven’t asked you to?

That’s the Law of Reciprocity at work.

This law says whatever you give, whether it’s money, time or effort… that it comes back to you with a tenfold return.

I know for a fact this law works as we’ve experienced it many times over the years.  Almost like clockwork, we notice a distinct increase in leads that come in after making a donation or doing something extra for a client.

How Relationship Marketing Incorporates the Law of Reciprocity

Some businesses lead with hard-selling tactics to drive you to buy.  This is called “push marketing”.  But others, using “inbound or relationship marketing” strategies, have discovered how to put the power of generosity to work in their business.

How do you think your business would change if, instead of TAKING you focused on GIVING? Once you shift your focus to serving others and creating value –  it changes everything.

How would your business change if you focused on giving rather than taking?Click To Tweet

Over time, your generosity creates a reputation that sets you apart and your rate of referrals will increase as well.

So how would you like to have not only more clients but more loyal ones too?

Here are ten ways to be more generous in your business to achieve that:

  1. Be a Great Resource. If anyone needs a referral, share vendor referrals of those you know and trust.  People will see you as the “go-to” person and come to you for recommendations.
  2. Give More Than Expected.  Doesn’t it feel nice when you walk into a hotel room and there’s a mint on your pillow?  It’s an unexpected surprise.
     
    Here’s some ideas to get you started: Provide more value that what you charge.  Go the extra mile.  Give a surprise gift.  Deliver your product or service faster than promised.
  3. Provide Excellence.  Since your business needs to differentiate itself from your competitors, how about making it your mission to only offer top-quality products and services?
     
    This includes customer service too: Respond to all email and phone messages promptly. Give clients uninterrupted attention.  Listen to and address concerns are some ways to do this.
  4. Serve Others. Zig Ziglar once said “You will get all you want in life, if you help enough other people get what they want.”  And Mary Kay’s empire was built on the premise of achieving success by helping someone else succeed.
     
    Many entrepreneurs are in business because they are on a mission to serve others in some capacity. When you live your purpose, you’ll live a life of joy while making a difference.
  5. Open Yourself to Receiving.  Most of us were never taught how to receive. For instance, how do you typically respond when someone complements you? Do you push back and try to minimize their sincerity?
     
    Same thing applies to your business – If you say “no” when clients, money or opportunities come your way, those opportunities will stop coming.
     
    This means making space in your mind and heart for more.  It means accepting money, kindness, complements or assistance that is offered to you.   This keeps your flow of abundance open energetically.  You give and it comes back to you.
  6. Listen to Your Inner Voice.  Inner wisdom leads us to those who need our help.  Stop, listen and take action on those nudges.  Offer your attention, time, and advice in their hour of need.
  7. Follow The Golden Rule. I grew up with this rule ingrained into my psyche as a Brownie and Girl Guide. Essentially, treat others the way you wish to be treated – and that includes in business too.
     
    When a company treats you right or sells you a terrific product, you feel happy. You feel loyal. You’re likely to buy more from that company. You’re likely to recommend that company’s products and services to friends, family and colleagues.
     
    Make it your goal is to have the same thing be done for you.
  8. Perform Acts of Kindness.  Lift up others.  Empower others through a simple word of encouragement and inspiration. Share your vision of what you see is possible for them.
     
    This article shares Small Acts of Kindness That Grow Your Bottom Line for some inspiration.
  9. Be Genuine.  Share yourself openly with those in your network.  Let them see the real you.  Build warm relationships with people around you.  Make them feel special.
  10. Practice Gratitude. When your heart is full of gratitude and you put forth effort to show your gratitude, really great things can happen.
     
    Make it a practice every day to share gratitude.  Who has shared a referral?  Who taught you something?  Who is your favourite new customer and why?  What vendor did a great job on a project?
     
    Show thanks for someone or something today and watch what happens.

Be Generous and Watch Your Business Grow

There are many other ways you can practice kindness and will see returns tenfold. Go volunteer, be a sponsor, donate funds to a worthy charity or even invest in a business that you believe in!

Remember as a business person we can serve with compassion, kindness, patience and respect. Being a good person not only makes you feel happier but it is also great for business.

So make it your mission to make someone’s day brighter every single day!

Do you have a story to share about someone who helped you that made a difference? Share in the comments section below!

To your ongoing success,
Susan Friesen

P.S. Are you ready to take your business to the next level? Our “All Under One Roof” boutique web development and digital marketing firm can help you make your vision a reality.

› CONTACT US TODAY

P.P.S. If you found this article helpful, please share it with your Twitter followers:

10 Ways to Attracting Clients Through KindnessClick To Tweet

About the Author, Susan Friesen

Susan Friesen offering 10 Critical Questions You Must Ask to Get Maximum ResultsSusan Friesen, founder of the award-winning web development and digital marketing firm eVision Media, is a Web Specialist, Business & Marketing Consultant, and Social Media Advisor. She works with entrepreneurs who struggle with having the lack of knowledge, skill and support needed to create their online business presence.

As a result of working with Susan and her team, clients feel confident and relieved knowing their online marketing is in trustworthy and caring hands so they can focus on building their business with peace of mind at having a perfect support system in place to guide them every step of the way.

Visit www.ultimatewebsiteguide.ca and download your FREE "Ultimate Guide to Improving Your Website's Profitability - 10 Critical Questions You Must Ask to Get Maximum Results".

Why Defining Your Ideal Client Attracts More Paying Customers

Today’s eTip is all about the most important step you should take when starting your business.

 

Define your ideal client

I’ve talked a lot about this in the past and the reason myself and many others hammer this point home is that after you’ve experienced initial success from your business you’ll hit a very familiar wall.

When your established connections have finished congratulating you, the phone may not ring as much or not at all. You had a blockbuster opening full of encouraging sentiments and then suddenly…reality sets in and you now have to start finding ways to bring new people in to see what you sell or do.

So now it’s time to ask yourself: who do I want to work with?

Do you need to target local, national, or international? If you want to target international you need to be specific about where and really think this through.

Types of ideal clients

What income level will you be after? It’s important to make all groups distinct in your marketing since each group will have different reasons for agreeing to buy from or work with you.

For example: If you offer a weight loss program don’t just look for people who know they’re overweight. Look for people who have symptoms of being overweight but don’t even know it. Focus on the symptoms they’ve identified and target users who have them.

Bad knees or trouble with mobility? Those users may need what you offer but are out looking for patches for the symptoms of their real problem. They don’t know their problems stem from their core issue (their weight problem).

Target them by offering a solution to their problems.

As mentioned, income level is a big factor too. Ask yourself if the target you set can even afford what you offer. There is no sense marketing to a demographic who can’t afford your product or service.

Think about the case of a business who’s target (they think) is a young mother. If you’re after that market take into account that the children come first so any income they bring in is likely spent on themselves last. That makes it much more difficult for anyone to market to them. So is that demographic going to produce enough business?

Focus on bigger picture goals and not just leads who may turn into one off customers. Referrals are much better.

Look for clients who will refer people to you. eVision Media has grown based on referral business so take into account the opportunities some potential clients may offer in the way of referrals.

90-95% of our business comes from referrals!

Once I get a referral I analyze how it came about. What value did we provide that was good enough for us to be referred to our client’s friend or associate? We work towards building more connections like that when we do our marketing and when picking who we target.

Are all your ideal clients the same?

Assess your strengths and understand that while you may have a great product it may not seem that way too all generations. How old is your market and if it is younger, what makes those leads distinct?

What kind of message will you need to come up with in order to establish trust with your potential client? Building trust from one generation to another is not easy so make sure you really pay attention to the details.

So BEFORE you create your logo, business cards, or hire a professional web developer you should sit down and define your ideal client(s).

This analysis acts as the blueprint for all the marketing from the logo to the website and all other creative and marketing components.

Before you invest anything, get to know your market and get a clear indication that you have a market out there. It’s not worth wasting your time and money on something without a market for it!

If you have any questions about finding the ideal client please comment below and if you liked what you saw here please subscribe to our Youtube channel or newsletter so you can get updates and videos for small business entrepreneurs every week!

Until next time,
Susan Friesen

P.S. Are you ready to take your business to the next level? Our “All Under One Roof” boutique web development and digital marketing firm can help you make your vision a reality.

› CONTACT US TODAY

About the Author, Susan Friesen

Susan Friesen offering 10 Critical Questions You Must Ask to Get Maximum ResultsSusan Friesen, founder of the award-winning web development and digital marketing firm eVision Media, is a Web Specialist, Business & Marketing Consultant, and Social Media Advisor. She works with entrepreneurs who struggle with having the lack of knowledge, skill and support needed to create their online business presence.

As a result of working with Susan and her team, clients feel confident and relieved knowing their online marketing is in trustworthy and caring hands so they can focus on building their business with peace of mind at having a perfect support system in place to guide them every step of the way.

Visit www.ultimatewebsiteguide.ca and download your FREE "Ultimate Guide to Improving Your Website's Profitability - 10 Critical Questions You Must Ask to Get Maximum Results".

Online Marketing Plan Essentials – 3 Ways to Drive Qualified Traffic to Your Website in Droves

Part Two: You Have a Website; Now How Do You Attract New Clients?

Online Marketing Plan Essentials – How to Drive Qualified Traffic to Your Website in Droves

In last week’s article, we talked about setting up the tools you’ll need to evaluate your website traffic in response to your online marketing efforts. And now it’s time to come up with an online marketing plan.

There are two broad categories to look at for your online marketing: Paid and Organic

An online marketing plan for website traffic comprises of 2 broad categories: Paid and OrganicClick To Tweet

Paid Website Traffic

This term refers to all instances of purchasing ads for buying ‘reach’ and/or by paying to promote a post on social media.

There are many different ways to buy visibility with an audience that it has become a massive industry unto itself. Google, Facebook, Twitter, Pinterest, and all others are worth what they are because of the paid component.

It’s an essential part of any marketing strategy and not something you should attempt yourself unless you want to study this fast-paced industry and essentially become an expert in this field. Otherwise, you will spend a lot of time, money and energy with no guaranteed results.

Instead, hire an online marketing professional for help with this.

Organic Website Traffic

Organic traffic means visitors finding your website in a variety of ways that didn’t require you paying for that traffic to find you.

There are many ways to reach an audience through organic means. Before you begin any of the tactics described below, it’s important to first define who your target market is, what your brand positioning should be and also understand what your competitive advantage is.

Ensure you do your market research before implementing a marketing planClick To Tweet

Once those key planning strategies are in place, it’s time to implement the following to help drive qualified traffic to your website. Here are three online tactics to pursue:

  1. Content Marketing

    Content marketing is strategically creating website content that will appeal to your ideal target market so they can then get to know, like and trust you more and ultimately convert into a paying customer. Essentially, you’re looking to establish yourself as an authority, entertain your users, and educate them.
     
    Aside from creating compelling content, you also want to make sure that content is sending proper rank signals to Google by ensuring it is of value to the visitor as well as being unique. Content marketing is everywhere and nobody wants to read the same article for the hundredth time with a different voice saying the same thing.
     
    When content is great, it gets linked to by other websites. These links are a major part of how Google evaluates your website for rank so great content not only drives traffic back, it also sends a positive message to Google that your website is worth ranking higher for the terms you’re targeting with your content.
     
    Content marketing has been such a booming part of SEO it’s now harder than ever to be a voice in your industry so make your content count. 1 good piece of content is worth more than 1,000 bad ones.
     

    » For more information on Content Marketing, read: Service Professional’s “Newbie” Guide to Content Marketing.

  2. Local Business Listings

    Local business listings are easy to find and can be added by yourself via these local SEO tools listed here or your SEO marketer can also help with this. Some are paid but most are free.
     
    Of any of the DIY methods for SEO this is the advisable one since it’s an easy process and many SEO agencies will charge monthly fees for simply running the software.
     

    » Click here for more information on how you can optimize your website for local search.  

  3. Social Media Marketing

    This is the seemingly simplest method of driving traffic to your website and the one most done wrong. Many business owners don’t realize the purpose of using social media for business marketing is to drive traffic back to their website. This disconnect often causes a lot of wasted time and effort.
     
    Social media management without SEO strategy is simply a PR campaign. All social platform links are what’s called ‘nofollow’ links so they never factor into your rank without a strategy in place that makes use of them in spite of the links being nofollow.
     
    When you pay for a social media marketing expert, you are getting the know-how to make your social media efforts count. Simply posting a lot is not going to do it. And hashtag spamming is a sure sign you’ve hired someone who doesn’t know how social media marketing or even hashtags work.
     
    Your social media is your way of connecting to your audience and Google observes that when traffic is sent through from a disconnected service. Your audience can grow much faster by reaching the right people but your content has to be unique and enjoyable to have an impact.
     

    » For more information on Social Media Marketing, read: 13 of the Best Ways to Generate Leads with Social Media.

Feeling overwhelmed at the volume of effort needed to market your business? Find an online marketing agency who can work with you and your expertise so your input and knowledge of your industry is the guide when creating content that is presented as being from your company.

Both users and Google will respond better to something of substance than anyone simply pumping out content for the sake of having something online.

Also remember the point from earlier about the value of social media and make sure you’re leveraging the paid component or you’re missing out on a lot of your reach opportunity.

As you can see there is much more to cover here than we can expect to review in a few blog posts so if you’re interested in learning more about gaining valuable traffic to your website, then hiring a professional online marketing agency like eVision Media is a great next step.

Thanks for reading,
Mark Hare

P.S. For more tips on how to make your website get you the results you’re looking for, sign up for our free website guide plus weekly newsletter for entrepreneurs and small business owners today.
>> CLICK HERE FOR DETAILS

P.P.S. If you found this article helpful, please share it with your Twitter followers:

Online Marketing Plan Essentials – How to Drive Qualified Traffic to Your Website in DrovesClick To Tweet

About the Author, Mark Hare

Mark Hare

Mark has been working in search engine optimization, paid online advertising, content marketing, and usability since 2005.

He has worked with hundreds of clients on a wide range of web based projects and is a strong proponent of white hat SEO techniques and link earning over building.


Key Steps Before Implementing an Online Marketing Plan

Part One: You Have a Website; Now How Do You Attract New Clients?

Key Steps Before Implementing an Online Marketing Plan

Having a website doesn’t do much for your business if no one visits it. Try these initial steps to marketing your website online.

In 2017 not having a website would be strange for almost any business. Whether a big corporation or a solo-entrepreneurship, there is likelihood some form of online presence is necessary. And for anyone dealing in business to consumer (B2C) space, a website can even be the business.

So you get a new website build, but what about getting qualified potential customers to it?

The truth is, traffic is the life blood of any business website and not having any can be very harmful to the bottom line.

Traffic is the life blood of a website and not having any can harm the business bottom lineClick To Tweet

This is where on-site SEO, off-site SEO, paid efforts, content marketing and social marketing can all work together (and should) for a complete online marketing approach.

What makes one component necessary is often the ability of the business owner to perform it. That can mean hiring marketing professionals, taking the time to attempt it themselves, or having a solid budget for paid methods and experts to navigate them for you.

Ideally you want it all so all bases are covered. Many businesses have none of these tactics in place, or have them done wrong and as a result are struggling to gain qualified leads and traffic.

This article covers what you need to gain traffic to your website and next week we’ll get into more specifics of what to do once these preliminary steps are done.

Do These Three Things Before You Start Marketing

Before you start creating your marketing strategy there are three things you, or your marketing firm should do first:

  1. Install Google Analytics
  2. Set up Google Search Console (formerly webmaster tools)
  3. Within Google Analytics (GA) set up a conversion (or conversions if you have more than 1 way to measure the success of a user’s experience on your website)

These three components are free and by having them set up, you can now measure how effective your marketing is.

These tools are great for showing you what is happening with your website traffic. While there are thousands of third party tools promising to give more insight and help you gain traffic, they are all simply more in-depth diagnostic tools who’s relevance is the promised importance of providing an edge over the competition by way of the deeper level of insight.

The argument against using them (aside from the often astronomical cost) is that Google is the one providing the tools listed above so it’s best to stick to what they have deemed of importance to your efforts with their free methods of analyzing user experience and website performance.

Another thing to do before you start is test your website’s speed. Also make sure it’s going to work well on mobile devices. Google has seen sharp and rapidly escalating mobile usage over the years and since late 2015 even have Accelerated Mobile Pages. Mobile is key to the success of your site so make sure your website loads well on mobile devices.

Key Phrases Are Your Business’s Best Friend

The next thing you will need is a key phrase list. This will be a guide on the terms you want your website to show up in the results for when searched. In the past, these lists were much firmer but since Google has grown, it can infer meaning behind words or even groups of words that lead to an implied purpose.

How to define keywords and phrases:

  • Use the Search Console to check your existing traffic and see what has been searched for in the past that was clicked on.
  • Check your competitor’s websites to see what kind of terms and phrases are coming up often (this shows you what they’re trying to rank for).
  • Use a keyword tool to check volume of the phrases such as Google’s keyword tool.
  • The best thing is to ask yourself and your team honestly what it is you do that provides value to your clients.

Your key phrases you want to rank for should all then be associated with a relevant page on your website. They should appear in the website copy (and in other on-site SEO signal spaces like Meta tags etc.).

Once you have these key components in place, you are now ready to create a marketing plan and start driving traffic to your website so your business can start reaping the rewards of your efforts.

And whether you’re focusing your business marketing on local SEO, SEO with content marketing, Adwords, or usability assistance, it’s best to employ trustworthy online marketing professionals than to attempt it yourself. Be wary of tricks or anyone unable to demonstrate the efficacy of their efforts.

If you have any questions at all or comments please leave them below and if you want help with your marketing plan for your business get in touch and we’ll be glad to help.

Thanks for reading,
Mark Hare

P.S. For more tips on how to make your website get you the results you’re looking for, sign up for our free website guide plus weekly newsletter for entrepreneurs and small business owners today.
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Key Steps Before Implementing an Online Marketing PlanClick To Tweet

About the Author, Mark Hare

Mark Hare

Mark has been working in search engine optimization, paid online advertising, content marketing, and usability since 2005.

He has worked with hundreds of clients on a wide range of web based projects and is a strong proponent of white hat SEO techniques and link earning over building.


Why Stories Relate to Your Ideal Target Market The Best

Today’s eTip is about the power of telling stories in all of your business communications in order to draw in your ideal target market.

Watch today’s video tip for some suggestions on how you can incorporate stories to attract more ideal clients.

When you are representing yourself to your business it’s important to bring your story out.

As a great example, I have been working with a client getting her free-giveaway launched. And as part of that launch sequence we are creating an autoresponder series after people have signed up for her free giveaway.

Instead of sending just a normal email, she is doing a video sequence. One of the things that’s really showcasing her brand and bringing out not only her business brand, but also her own personality, which is making her really relatable to her ideal target market, is her telling stories.

Instead of just telling somebody, “this is what you should do or this is what you need to do”, she is teaching in the form of a story. Now everybody can relate to that story. But not just everybody, it’s the people who are in her target market who can relate to that story.

The stories she is telling are specifically geared to attracting her ideal target market, the people that she really wants to connect with.

Infuse stories into your marketing efforts that directly relate to your ideal target marketClick To Tweet

She is infusing her teaching moments into a story so they can find that relatable, which then that builds the “know, like and trust” factor between her and her target market so much more powerfully.

So the more you can infuse your story into your blog articles, your social media posts, your newsletters, when you are speaking on stage or in a webinar or teleseminar or even when you are networking with people, infuse stories into what you are talking about.

Don’t just be the person to teach or to talk all about yourself but bring people in through the use of a story that others can relate to. This also showcases your expertise at the same time. They will then be one step closer into being converted into one of your actual clients, a paying customer.

Give that a try next time you write a blog article or post something on social media. Think in terms of, “how can I relate this” How can I share this information that I have in terms of a story as opposed to just telling people about that?”

I’d love to hear what you think – do you incorporate stories into your marketing materials and if so, how has that helped your business? Share your response below in the comments section or if you have a question, I’d be happy to answer.

And please sign up for our newsletter and download our free website guide. Once every Tuesday morning we send a new article and eTip into your inbox designed for people who want to learn more about how they can position themselves so they can build a successful business.

To your success,

P.S. New to online marketing or you find it overwhelming and confusing? Check out Social Blast: eMarketing for Entrepreneurs. It’s a monthly group coaching program for those just starting out or wanting more advanced strategies to help with their online marketing and social media efforts.

CLICK HERE

About the Author, Susan Friesen

Susan Friesen offering 10 Critical Questions You Must Ask to Get Maximum ResultsSusan Friesen, founder of the award-winning web development and digital marketing firm eVision Media, is a Web Specialist, Business & Marketing Consultant, and Social Media Advisor. She works with entrepreneurs who struggle with having the lack of knowledge, skill and support needed to create their online business presence.

As a result of working with Susan and her team, clients feel confident and relieved knowing their online marketing is in trustworthy and caring hands so they can focus on building their business with peace of mind at having a perfect support system in place to guide them every step of the way.

Visit www.ultimatewebsiteguide.ca and download your FREE "Ultimate Guide to Improving Your Website's Profitability - 10 Critical Questions You Must Ask to Get Maximum Results".

How to Ensure Your Website is Ideally Positioned For Your Target Market

How to Ensure Your Website is Ideally Positioned For Your Target Market

5 Key Components Your Website Requires to Attract Your Ideal Client and Get the Sales You Want

Is your website attracting the right people who are actually interested in purchasing from you?

Or is it just sitting there and not really accomplishing what you hoped it would?

Every business owner wants to get more qualified traffic to their site and then convert that traffic into sales. I mean there’d be no point in having one if that weren’t the ultimate goal!

But it seems to me a lot of business owners miss the mark in HOW to make that goal a reality.

The truth is, you’re not going to get the results you want from a purchased WordPress theme or worse, a free WIX or GoDaddy site.  Sorry, but throwing up a cheap, pre-built site just for the sake of having something up is not going to win you any Brownie (or Scout) badges in the Business Marketing category (if there is such a thing??)

Why? Because those types of free, low-cost or DIY sites are not going to do the job you want them to unless you have expertise in all of the different factors a website requires that converts visitors into buyers.

Free, low-cost/DIY websites won't get results unless you have lots of web development expertiseClick To Tweet

This is why we design and build custom websites and never touch the purchased themes or drag and drop DIY sites. They simply aren’t going to get the job done that our clients expect.

What do I mean by that?

First, it’s important to understand your website serves many purposes such as:

  • A way to showcase your business and its offerings
  • A means for constant marketing and promotion 24-hours a day
  • A platform that emphasizes your brand positioning
  • A facility for converting visitors into paying customers
  • A device for attracting your ideal clients into your sales and marketing funnels so you can continue to nurture them

And in order to accomplish all of that, a lot of planning, strategy and design needs to take place.

To have a lead-generating website, a lot of planning, strategy and design is first requiredClick To Tweet

This article provides five factors that go into building and promoting a website that converts. Each factor requires the right expertise to make your site a client-attracting, lead-generating machine:

  1. Visually-Appealing Branding

    Your visual brand is extremely important. The impression people instantly get about you when they land on your home page or landing page will greatly impact their decision to keep exploring or move on to your competitor.

    Not Just a Pretty Logo…

    Branding is not just having a pretty logo designed by you or someone on Fivrr. It’s a visual representation that shows your understanding who your ideal client is and how to position yourself in front of them in order to appeal to them.

    Identify Your Ideal Client

    The first thing to do is define who the people are that are your perfect client. You need to clearly understand what problems they have and how your product or service will be a solution for them.
     
    This analysis needs to be a deep exploration not only of the typical demographics such as age, gender and location, but also a psychographics study of what emotional state they are in.
     
    The analysis will then help you understand what specific colours, imagery, fonts and other style assets to use on your website, logo and branding so that it strongly appeals to them.
     
    By going through this process and designing a website with a specific purpose of positioning you favourably in front of your ideal client, you will then “speak their language” and reassure them they are in the right place.

  2. Compelling Marketing Messages

    Having a visually appealing website is just half the battle. You also need it need to be user-friendly and not cause confusion that will potentially send them away.
     
    But more importantly, when your ideal client lands there, the words they read and the images they see also need to appeal to them.
     
    This is why you need to create a powerful marketing message through excellent copywriting that speaks directly to their situation, needs, challenges and struggles.

    Let Your USP Shine

    Your unique marketing message needs to be prominent on the home page through the use of headlines, videos, testimonials, and images. This message also needs to showcase your USP (Unique Selling Proposition) – why should they choose you over your competitor?
     
    Here’s more tips on what your home page should include.

    Your Home Page is Just the Tip of the Iceberg

    The rest of your site pages also need to stay focused with this intent. And having other means in getting your marketing message out to the masses is also a big factor to consider.

  3. Consistent Content Marketing

    Whether it’s a blog post, newsletter, podcast or YouTube show, pick at least one or two of these content marketing strategies and consistently get your message out there in front of the right people.
     
    Frequency is the key. But not only do you have to be consistent, you also have to create and stick to a marketing calendar where, at minimum, you should be producing informative content on a weekly basis.

    Create a Free Giveaway

    Most first-time users to a website won’t make an immediate purchase. This is why you want to get them into your newsletter database so you can continue to nurture them where they will eventually make the purchase when ready.
     
    This is often done using a free giveaway. Something that your ideal client would want to receive from you that would be very helpful to them.
     
    Do some market research to find out if a free report on a specific topic would be something they would find valuable enough to provide their name and email address for. It might be a video series that is more compelling to them.
     
    You need to find out what they will find irresistible and then create it.

    Create Shareable Content

    Your blog is a prime place for you to showcase your expertise and provide solutions to your ideal clients’ problems.
     
    By being consistent with creating and sharing new, informative content, the more you are developing the “Know, Like and Trust” factor with them. This then creates a better chance of them converting to paying clients.

  4. Implementation of SEO (Search Engine Optimization) Strategies

    Once your website is built, it needs to be search engine optimized in order to be found through Google and other search engine results.
     
    The text, titles, descriptions and keywords all need to be in alignment with what your ideal client will be searching for when they are looking for a solution to their problem, of which your product or service will provide.
     
    Your website should also be submitted to various search engines and directories to ensure it is being properly indexed and found.

  5. Active Social Media Involvement

    When you know who your ideal client is, it’s easier to find them on social media and draw them to your website.
     
    Provide valuable, informative and inspirational posts you know they will want to receive from you to help build your brand exposure. This will compel them to want to check you out further by visiting your website.
     
    Be sure to use the 20% rule and sprinkle in promotional posts amongst your value-driven posts that will drive traffic back to your website.
     
    Also make sure your visual brand is consistent throughout all your social media accounts. That’s very important for brand continuity so your ideal client will begin to recognize you and your business just by seeing your brand visuals.

‘Cheap and Easy’ Could Be Costing You Qualified Business Leads

As you can see there are several factors involved in having a website that will actually get you results.

So before you convince yourself the cheap and DIY route is the best way to go, take into consideration how much potential business you could be losing because your primary piece of marketing, your virtual storefront if you will, is not appealing to the right people.

If you’re worried your website is not reaching its true potential, give us a call and let’s discuss how we can turn that around for you.

To your success,

P.S. If you liked what you read here, you will want to sign up for my newsletter where you’ll get notified every Tuesday of that day’s blog post. Click here to also receive our free website guide: www.UltimateWebsiteGuide.ca

P.P.S. If you found this article helpful, please share it with your Twitter followers:

Here’s How to Ensure Your Website is Ideally Positioned For Your Target Market from @eVisionMediaClick To Tweet

About the Author, Susan Friesen

Susan Friesen offering 10 Critical Questions You Must Ask to Get Maximum ResultsSusan Friesen, founder of the award-winning web development and digital marketing firm eVision Media, is a Web Specialist, Business & Marketing Consultant, and Social Media Advisor. She works with entrepreneurs who struggle with having the lack of knowledge, skill and support needed to create their online business presence.

As a result of working with Susan and her team, clients feel confident and relieved knowing their online marketing is in trustworthy and caring hands so they can focus on building their business with peace of mind at having a perfect support system in place to guide them every step of the way.

Visit www.ultimatewebsiteguide.ca and download your FREE "Ultimate Guide to Improving Your Website's Profitability - 10 Critical Questions You Must Ask to Get Maximum Results".

Overcoming Your Resistance to Blog Writing

Do you have a resistance to blog writing or don’t have a blog because you’re resisting starting one?

I realize I talk a lot about the importance of adding a blog to your website, being consistent about writing articles and bringing new material into your blog.

However, the biggest resistance I hear from clients is they feel they are not qualified enough to be able to write an article. It wouldn’t be professional enough. Not polished enough, they are not a copywriter or a reporter, or they don’t have an English major.

I wanted to reassure you that you don’t need any of that.

The biggest way you can attract loyal followers and people who will feel like they are engaged with you is for you to be yourself. Speak and write in your own authentic voice. Don’t try to be somebody else or expect to be somebody else.

When you are face-to-face, on the phone or chatting with a potential customer on social media, you are being your authentic self during those conversations. You want the same thing to happen when you write a blog article.

You want to feel like you are having a conversation with somebody.

Effective blog and article writing is akin to having a conversation with someone.Click To Tweet

When you write your article, think about having a conversation with a potential client or with one of your existing clients where you are sharing with them some of your knowledge.
Focus on that one topic and write an article about it.

Yes, grammar and spelling is definitely a factor. If that’s a problem then write out the article and hire a copywriter, a VA, somebody who can edit your article and polish it up in that regard to make sure the grammar and spelling is correct.

You don’t want to come across amateurish and unprofessional if you have bad spelling, grammar or if your sentences don’t make sense.

My point is that it’s still in your voice and then you can have somebody help you with fixing it up. We do this a lot with our clients. They’ll send us a rough copy of what they want to have written for their blog and we fix it up for them. We also add in our marketing expertise such as making sure there’s a call to action at the bottom.

So partner up with somebody who can help you if you are unsure. Especially if this is the reason why you have stopped, or prevented yourself from even beginning, writing articles because article writing is an extremely important part of your business.

The worst case scenario, which really isn’t a worst case scenario, is not having a blog at all.

You can always hire somebody to write for you and then you review what they’ve written. Make sure it’s in your voice and it’s something you would say. We do that a lot of that too where we have clients who are way too busy to be writing their own articles.

We submit the articles to them, ask them what they think and they’ll come back to us with some changes or adjustments as needed. We fix them up and publish them as well as send out to their newsletter subscribers.

My point is not to let that kind of a fear prevent you from getting yourself out there.
It’s preventing you from a lot of brand exposure and SEO where people will come to your website from search engines.

Give it a try! Think about how you can talk in your authentic voice, find somebody to help you who can take what you’ve written, polish it up a little bit and make it available to put on your website and into your blog and whatever else that you want to do with it.

I’d love to hear what you think – Have you resisted in starting or continuing to blog? Share your response below in the comments section or if you have a question, I’d be happy to answer.

To your success,

P.S. New to online marketing or you find it overwhelming and confusing? Check out Social Blast: eMarketing for Entrepreneurs. It’s a monthly group coaching program for those just starting out or wanting more advanced strategies to help with their online marketing and social media efforts.

CLICK HERE: www.socialblastcoaching.com

About the Author, Susan Friesen

Susan Friesen offering 10 Critical Questions You Must Ask to Get Maximum ResultsSusan Friesen, founder of the award-winning web development and digital marketing firm eVision Media, is a Web Specialist, Business & Marketing Consultant, and Social Media Advisor. She works with entrepreneurs who struggle with having the lack of knowledge, skill and support needed to create their online business presence.

As a result of working with Susan and her team, clients feel confident and relieved knowing their online marketing is in trustworthy and caring hands so they can focus on building their business with peace of mind at having a perfect support system in place to guide them every step of the way.

Visit www.ultimatewebsiteguide.ca and download your FREE "Ultimate Guide to Improving Your Website's Profitability - 10 Critical Questions You Must Ask to Get Maximum Results".