5 Step Online Marketing Blueprint For All Businesses
1. Define Who Your Ideal Clients or Customers Are
First of all you need to define who your target clients or customers are. If your business is B2C you need to know where they live, their gender, age, income, interests, the car they drive and even if they’re married or not! If you’re B2B you need to know the industry their business is in, the size of that company, age, the job title of the person who uses or decides if the company needs your product.
Once you’ve defined your ideal customers you can begin to target them (cold) – I recommend using Facebook ads for this as the target capabilities are so good!
2. Give Upfront Value
Before you ask your ideal customer to buy from you, you need to give them something of value. Depending on if you sell to the general public or businesses this can vary from giving away a discount code or free shipping on their first order to giving away information that will benefit them, this could be a how to video, ebook or a blog post that give a solution to a common problem your potential customers have.
Social Media – now you’ve decided on the offer or produced the content you’re going to give away to your potential customers you need to get it in front of them. There are a million ways for you to do this, if you’re an e-commerce store you could reach out to bloggers or influencers on social media, send them some free products and ask them or pay them to feature your business or product on their accounts. They would review or post a picture featuring your product and add your username and website in the posts description.
You can run Facebook ads to potential customers, using the information you have put together in step 1 you can target your ad to that specific demographic with Facebook ads. Facebook has some amazing targeting capabilities and allows you to show ads and distribute content to people who are most likely to be interested in your products or services.
SEO – you have more chance of driving traffic to your website if you focus on long tail search terms, think about the benefits of using your products or services and tailor your blog posts around that. You could remember that you need to produce great content to provide as much value to the reader as possible.
PPC – their are potential customers searching for the products or services you provide. Using Pay Per Click you can display ads that show up when a potential customer performs a search that relates to your products or services. Google shopping ads are also a great way to get your products seen by potential customers and drive traffic to your website.
Youtube – if you prefer to use video over written content then setting up and using a Youtube channel is a great way to get exposure. This isn’t for everyone but why not try doing How To videos with a voiceover to provide value to potential customers.
4. Retargeting Visitors To Your Website
Have you ever been on a website then seen an ad for that business in your Facebook news feed?
Well you can target website visitors in the same way, to do this you will need to set up a pixel on your website. You can then create a custom audience of website visitors and then serve ads to those audiences on Facebook, this can also be done on Google. On Facebook you can further target your audience, for example if you’re a Dentist you may have an audience of visitors to your website in the last 30 days but you want to run a Teeth Whitening ad with an image of a girl taking a selfie. You can target this ad to only show to your target audience of website visitors who are women, aged 18-35 and live in Middlesbrough!
Facebook retargeting is a great way to retarget previous website visitors but make sure you then show ads that are relevant to specific demographics within your audience.
5. Continue To Retarget and Nurture Them Into a Customer
Once you have built an audience and are retargeting them with ads you need to continue to do so until the user either turns into a customer or performs the action you want them to do – E.g signing up to your newsletter, books an appointment.
Make sure that your ads are relevant and consistent with your business and relate to the audience you’re targeting. Try to give them as much valuable information as possible and prompt call to actions that encourage them to sign up to your newsletter, visitor your shop / website and purchase your products.
Bonus Step – Make Sure You Provide Lifetime Value
It has took a massive amount of time, money and effort to turn that initial website visitor into a customer. Now its your turn to ensure that you identify what other products or services you can sell to them in the future to ensure that you maximise their lifetime value to your business.
Now it’s over to you! Continue to provide value to them with new products or services, relevant information, discounts, rewards for referrals to name a few!