Your online marketing campaign should revolve around these three goals:
- Increasing Brand Awareness and Perception
- Building Community and Loyalty
- Driving Leads and Sales
With so many websites and small businesses online, it is important that your site stands out from the rest. Differentiating your website should be one of the focuses of your online marketing campaign.
Establishing brand presence online requires several things:
- A simple yet powerful logo that is easy to remember and associate with your products or services
- A catchy phrase for your tagline
- Great and useful products or services
- An eye-candy layout for your website
Build Community and Loyalty
After increasing your brand awareness, the next thing to do is to build an online community of loyal followers. In order to start (and keep your followers loyal) you want to incorporate things in your website that will allow for the following:
- Customer to Customer Interaction – this is very important in order to maintain your website’s activeness. People like using sites, products, and services that have reviews from other consumers who used and tried your products and services.
- Customer to Owner Interaction – build a great customer service respond center. People want to buy products they know are guaranteed. They want to buy from someone whom they can contact in case something goes wrong with the product.
- Social Media – get them interacting through Facebook, Twitter and other forms of social media. Regularly post in these sites as well about the latest products you have in store or the discount you’re giving for your services.
- Create a Blog – posting pictures of your products or a one paragraph description of your services isn't enough to keep potential clients from coming back. A blog or newsletter that has interesting and fun content published every two or three days is much better at encouraging people to return to your website.
So once you have an acceptable number of followers and members in your online community, the next goal is to convert their visits into sales and profits. Let’s face it, not all people who visit your website will buy your products or use your services – that’s the cold hard truth. So what you need is a unique selling point – something that will give you an edge over your competitors. A good value proposition is a great starting point, but try to add these extra motivators to get the sale
- Call to Action – A red “Buy Now” button alone won’t persuade internet users to click it. Instead, write a persuasive and concise message about why they should make that purchase now, like a “20% Off When You Buy Today!” banner. Make your clients feel the urgency to purchase the item with a subtle but not pushy message.
- Contact Forms – When a client has decided to buy your product or at least wants to know more, make sure you don't lose them, which is what happens when they can’t find a way to contact you. Be sure to make your “Contact Us” page or tab visible at all times. Additionally, be sure to include all possible ways of contacting you, like your telephone number, email address, Facebook fan page and so on.
- Freebies – Research has shown that people are likely to buy a product when there’s a free item attached to it. Look for things that you can give away as free. Have someone write a free eBook or downloadable PDF about various uses or perks of the product. If you can spare some money, why not send them a promotional item or something together with their purchase?
Setting goals for your online marketing campaign starts with knowing where you want your business or company to be in the coming years, so be sure to plan out your campaign well. If you’re having trouble doing so, you can contact online marketing service companies or a digital marketing firm who will take you by the hand and walk you through the various aspects necessary in order to ensure your campaign’s success.