Establishing a strong online presence is a necessity for small businesses looking to thrive. However, it’s not just about having a website; it’s about creating a compelling brand image, connecting with your target audience, and effectively conveying your value. I want to delve deep into actionable strategies that you can use for your small business to build a strong online presence and marketing that will engage your target audience.
To determine what sets you apart from other businesses you need only look at your passion, purpose, values and your process. These four things make up your philosophy, your niche market and your uniqueness.
Your UVP should clearly articulate the unique benefits clients receive when they choose to work with you. It’s important to know your UVP, your outcomes and business needs at the beginning of developing your website and marketing strategy so you make sure to incorporate them into your branding, your content and your imagery.
Knowing your UVP should serve your business as you grow and gain experience. It is not uncommon for a coach to change UVP and add to or redefine their niche as they find out more about their UVP.
Knowing your target audience is important, and knowing what they need from you to make a great decision to hire you is just as important.
When you are building your website and marketing, consider how you present yourself and your coaching philosophy and process.
What most businesses find is that they don’t overly sell to a new potential client, rather they explain who they are and what they do based on a client’s needs and outcomes.
Your website and marketing should show that you understand their challenges and situations and have solutions and resolutions for them.
You can best identify your target audience by defining the demographics, psychographics, pain points, and goals that your product, service and experience can serve.
Understanding your target audience and who you enjoy working with and can confidently assist will help you tailor your website, marketing and your services to meet their specific needs.
When you think about content marketing, you are really asking, How Am I going to generate Leads?
Some people. overcomplicate marketing and some oversimplify it. It’s important to know the answers from 1 and 2 in this article and then look at what marketing tools you know and use.
More important than knowing the tools, you must know how to use them effectively. For example, many people use social media, but they don’t get new leads and clients from it. That’s because a business must use social media differently than an individual posting on it.
If you analyse your lead generation strategies you’ll find most people skip over the fundamentals of blogging, email marketing and business social posting. If you are not leveraging content marketing, social media, webinars, or networking events with great success, don’t jump to paid ads and paid social media ads.
Ensure that your lead generation efforts align with where your ideal clients spend their time online and do everything you can to get the right audience out of the social media ocean and into your database pool. You’ll find the more you can do this the better your marketing will work for you and the more new clients will come to you.
Content SEO, Local SEO and Onsite SEO are all relevant and important tools for growing your business online. However, too many people try to replace great content with SEO content.
I’m sure you’ve been to websites that use SEO inefficiently. The content does not read well and it is not engaging or inspiring. When you write great content, which is really all about you, your philosophy, your process and what your experience clients will receive when they choose to work with you, you can see very quickly that SEO cannot write that for you.
SEO can enhance the ability for you to incorporate language that people searching for you will find you, but once they are on your website, you better have great content.
When you understand this you will understand that your great content allows SEO to go to work for you. So make sure you aren’t thinking SEO will grow your website traffic or business. What will give you the outcomes you’re seeking is knowing your business and your target audience and writing what you know and do, not writing clever sales content. If you want SEO to work for you, give it the foundations of great content about you.
It is great to have social media and email marketing tools and campaigns going, But what you also need to be considering is what Is your client conversion strategy?
Designing a new website or setting out a new social media or email marketing strategy is necessary, but so is having a plan for converting your leads into clients.
If you have a great website and marketing, you have half the equation. Having a well-defined process for converting leads into paying clients is the second half.
This may involve offering free consultations, webinars, workshops or landing pages with special offers to showcase your expertise and establishing rapport. Make sure you are working and measuring both sides of your process one without the other does not work.
Also consider this question; How are you retaining clients and generating referrals? This is another scenario where only working only on your website and marketing is not going to give you the outcomes you want.
The second half of this is retaining existing clients and generating referrals is essential for sustainable growth. We provide our clients with all the necessary tools and training to assure you have both sides covered.
We assist you in having and marketing post-sale engagement strategies, such as ongoing support, follow-up, requesting referrals, reviews, testimonials and case studies from satisfied clients. We deliver great websites, but we also deliver the toolkit and training to assure your business grows.
Building an online presence for your small business goes beyond having a website; it’s about understanding your audience, creating valuable content, optimising for search engines, and leveraging various online channels effectively. By implementing these strategies and taking action, your small businesses can connect with your target audience, build brand awareness, and ultimately drive growth and success.
If you need assistance with your website, marketing strategy, marketing toolkit or SEO, please book a discovery session with us and let’s discuss how we can grow your business together.