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We have outlined three best practices that you can implement with minimal time and money to help you get more out of your marketing efforts. You may already have these covered if you have been in business a while. Feel free to share these tips with someone who is just getting started or who could benefit from stepping things up a bit. These three steps can all be completed in the course of a single day.
Tip #1: Buy a STRONG Domain Name
From the moment people started using google as a verb, having a digital presence that is searchable on google became a must. Even if your target demographic is not traditionally known for their online usage, you should consider that this is rapidly changing. For example, in 2012 the Pew Research Center conducted a study of hispanic internet usage and found that it is steadily increasing year to year. They estimated that 76% of Hispanics were using the internet. That represented a 14% increase from a few years before. It is now 2016. Imagine what it is now!
In general owning the domain name that represents your brand gives you the digital real estate you need to draw customers. The domain name is your unique digital address and as such your website acts like the digital office. There are may free resources such as blogpost, where you can put up a website without spending a dime. It’s better than nothing but setting up a website with your own domain name takes just a few extra steps and helps you establish credibility. Our favorite low cost resource is Godaddy because they integrate well with the google search friendly WordPress sites. However they do offer easy drag and drop templates as well. You don’t have to be a web developer to get a nice website set up with your company’s domain name and costs can be as low as $10 a month to own a domain name that represents your business and to host a simple site.
Tip #2: Set up Two Email Accounts
These days having a GMAIL account can help you navigate many online resources tied to google. For example, if you want to manage a business listing on google, it helps to do it through a gmail account. Gmail can also open up other resources such as youtube channel management and digital calendars. It cost zero money to set up and the perks are fantastic.
Having a gmail account is a must but it should not be used as a primary means to send and receive email. Free email is awesome and it may seem like no big deal to send and receive email with a @gmail address for your business. But doing so can cost you credibility with potential customers. Conversely when you send and receive email with a @yourbusiness.com account, you automatically establish that you are a legitimate business with a quality brand. If you want to be taken seriously, you should consider investing in an email account that is an extension of your brand. There are many ways to get that set up. Our favorite resources are gmail and Godaddy. Set up takes about 10-15 minutes and the cost begins at a few dollars a month.
Tip #3: Build and Manage Lists
Advertising in a variety of media can be effective. But it is most effective when you have a way to capture data as you come across potential customers. If you are going to invest in marketing of any kind, data capturing is the best way to ensure that you are optimizing the time and energy you have spent getting in front of people. Some of the audience you reach will become customers right away but others may be interested later or could potentially offer you referrals. The best way to facilitate delayed, post marketing campaign conversions is to stay in touch!
One easy way is to track email and phone numbers via some type of CRM (Customer Relationship Management) system. Spreadsheets are a simple way to collect and keep data. You can use Excel or Numbers on your PC or Mac. There are also platforms like mail chimp that allow you to collect data online and in person and then market to them via email all on the same platform. Their spreadsheets can aso be exported and analyzed.
For more sophisticated CRM capabilities we recommend Salesforce. It is a top choice if you plan to market via more than just email. You can actually use this tool to automate business processes and also collect data. For example, you can track repeat customers and automate a “thank you” greeting or call to them at the same time. In addition, you can integrate you email marketing within a CRM like salesforce to track marketing responses and focus your follow-up on the more responsive leads rather than the ones that never open your emails or respond to your mailings etc. More data means more focused, timely messaging that translates into more conversions.
Your business may benefit from a basic spreadsheets or a more complex CRM like salesforce. But the importan thing is to set yourself up to build lists before you advertise so that in time you will have a marketing list that will serve as a warm pipeline for new or repeat customers and referrals. Collecting leads in the form of a marketing list is the best way to monetize the marketing investments you make over longer period of time.
As an added bonus you can also track which media are generating the most leads and sales for your business and adjust your media spending or perhaps revise your messaging accordingly! It’s a win! win!
Want to Learn More about how to implement best practices in your business? Request a FREE Consultation
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