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Secrets Of Marketing Your Business Online: The Easiest Way To Be Found Everywhere Eager Buyers Look

2011 January 15
Marketing Your Business Online Is An Opportunity

Marketing Your Business Online Is An Opportunity

So, you have a business and you’ve finally taken it online. Everything is ready to go. The website is up and looking to win a trophy! Forms are working and email, too. You hired an extra hand to answer the phone and greet newcomers in your door. All your best features and advantages are bulleted and bold. You spent a load on all of this, including that SEO guy who said all you’ll ever need is 1st place on Google.

But, where are the new customers? Everybody everywhere promised you, Build it and they will come! Yes, it’s true, you’re really Google numero uno for a keyword you wanted. And, it’s also true that you’re getting a bunch of online visitors showing up on your homepage, at least for a couple seconds. What more can you expect? Darn it! Where are your new customers? Is this Internet marketing thingy all hogwash, only a cruel hoax, a costly scam?

Nobody seems interested in your website or your business or what you have to offer. Sure, you have the gosh darned prettiest website in the world — you shelled out lots to make that happen! You have pages of content full of information about your products and, yet, your website fails to make sales. Where, then, have you gone wrong? Marketing your business online is critical for any business, small or big. Unless you tell the world about it, until you are found, how is anyone supposed to know?

Targeted Leads Come From Marketing Your Business Online

How you market online is key to filling your sales funnel with targeted leads that convert to great new customers. The Internet has not so much changed marketing as it has transformed the way we consume. As we learn to search and find what we want on the Internet — when we want it — we respond less and less to offline media. Therefore, anticipate eager buyers shopping for what you offer and, when they search, everywhere they look you are there. Ergo, it’s crucial that your business is found on the search engines; but, that’s more a factor of what they type than what you want them to type.

Once you’re found by eager buyers searching for you — what then? Think about your own searches and buying patterns. Suppose you search for a four-slice toaster. Google, for example, presents a search result page with ten “organic” results. Each of these includes a headline of up to 60 bold characters followed by a description of up to 160 characters. Has that ever sold you then and there? Of course not! You start at the top, numero uno, and decide among the ten which to click and follow the link. Follow that link — whither? If it takes you to my homepage and you need to search again for four-slice toasters, how likely are you to continue and buy from me? Rich, rewarding and relevant content remains king. When I give you exactly what you expect after following my link, are you more or less likely to become my customer?

Make Marketing Your Business Online Drop Dead Simple

Once I’ve got you, targeted lead, on my site and you find what you’re looking to buy, how can I make it drop dead simple for you to buy from me? If you are confused, if you don’t instinctively know what to do next, if I don’t simply ask you to take that next step, what’s to keep you from simply slipping away? At this point, marketing your business online draws a play from the age old offline playbook. Conversion is a function of your Call-To-Action, plain and simple. Once you’ve found what you want and I make it simpler to follow my yellow brick road than wander off into the jungle, this is where great new customers are made.

Marketing your business online is about four decisive factors:

  1. Targeted Leads
  2. Relevant Content
  3. Call-To-Action
  4. Conversion

Marketing Your Business Online Is An Opportunity

Once you know your buyer personae, it’s easy to give them what they want. Follow relevant, compelling content with a simple and clear request, whether that be call me, come in for a demonstration or sign-up for our newsletter. If marketing is about relationships and every relationship begins with a single conversation, then conversion is more about continuing a good conversation with a great new customer. Marketing your business online is about the opportunity for unlimited conversations.

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