Define a Target Market
Especially when working with a tight budget, research the potential buying audience and define the common elements first. Choose marketing vehicles that only cater to the identified target group or potential buyers. Start by looking at your current customer list and note the common elements within the list, such as vertical industries like healthcare, tech services, retail, etc. Think of target markets as customer group categories.
Profile the Typical Consumer
The best way to define your audience is to go right to the source. Surveys are a great way to collect information and find out what your customers want from you. After tightly defining your audience you can market to them more effectively. To determine your audience, ask yourself the following:
- What is the age range?
- The Gender?
- Marital status?
- Level of income?
- Role in company?
- Motivation for purchasing?
- Is your product or service a necessity or luxury?
- What value does your product bring to the consumer?
- Are there any specific vertical industries?
Communicate to Your Identified Audience
Once you determine your budget, utilize the internet to reach your intended audience. There are free or inexpensive ways to communicate your product and/or services:
- Website – even a basic starter business website with blog can communicate your message and build credibility.
- Facebook business page – free publicity for your company. Be sure to link to your website and “Like” your own page, and invite other to do the same.
- Twitter – Twitter is not for everyone, but you can use both platforms through Facebook by setting Facebook posts as feeds onto Twitter where they appear as Tweets.
- LinkedIn – Network with others to demonstrate your expertise and join like-minded groups to share ideas and flow of information.
- Membership business listing – if you are a member of the Chamber of Commerce and other business groups, be sure to take advantage of their member listings.
- Free business listings – there are many industry specific listing that are free, or low cost.
When building an SEO campaign, it is important to gauge the results of your online marketing strategy by setting goal tracking on specific areas of your website. The information you glean from any strategic campaign can be used to improve your site’s overall performance, view what action people take while visiting and adjust future campaigns accordingly.
The easiest and cheapest way to gauge results is by setting up goal tracking in Google Analytics using conversion goals and funnels. Once this is set up, not only will you be able to track visits and leads by organic search engine traffic, but you’ll know how many leads came through direct traffic, pay-per-click (if applicable), referrals (in bound links) and emails campaigns as well.
The graph on the left shows the results of one of our client websites a day after they sent an email blast to their own client base. The search traffic, referral traffic and direct traffic are roughly evenly distributed. The ‘campaigns’ shows the percent of traffic received so far on an email blast sent to their own client base a few days ago. This is the current goal funnel we are focusing on right now. The email blast referenced a website link and the readers are clicking to view the page. We will track the results of this campaign to determine its effectiveness and continued marketing strategy.
For assistance with setting up an online strategic campaign for your own website, contact Gallop Web Services. Ask us about improving your website’s referral traffic through our local business listing services.
We build quite a few websites for customers using WordPress as the content management system. It is user-friendly and offers a lot of options. One of the most common questions we get asked is, “How do I upload a video to my website?” It’s a great question! Videos are a terrific visual and any business owner who is able to use them as part of their marketing strategy is fortunate.
The easiest way to display videos on a website is by using YouTube. YouTube is a Google owned social media platform and is perfect for embedding in a website for two reasons: 1) it provides the code to you, and 2) using YouTube gives further relevancy with the search engines which is always desirable. If you don’t already have a YouTube account get one and upload your videos to your YouTube Channel, then follow the instructions below to embed your first video.
Embedding a YouTube Video
Get the YouTube Code: To embed a video, first view it in YouTube. Below the video click ‘more’ and select the ‘share’ option. Select ‘embed’. This will reveal the object code you are going to need. Below the code, set the size of the video to fit within the content area of your website (start with the minimum size). Make sure the option boxes below the code has the ‘Use old embed code’ checked off, as it is the <object> embed that works in WordPress. Select and copy all of the object code so as to include the open and closing tags. See screenshot below of YouTube:
Add the YouTube Code in the Website: Back in your website, go to Edit the page in question and select the HTML tab instead of Visual to edit the content. Carefully locate where you want the video to appear, then paste the video code into the HTML content. Switch back to Visual view of the content editor. If everything is in place, you should see the video as a gray box with an ‘f’ in the center. You can click on the box and position the video, if desired. Save and preview the website to make sure the video works within the website. You are good to go!