Here’s a guest blog post by Nate Turner, the online marketing director for Sprout Social. This originally appeared on the Wave blog in 2012.
How do you boost your business online? Here are 5 important marketing options for you to consider, bo matter how small your business is.
Before you waste resources trying to drive more traffic to your website, make sure your website is able to convert visitors into customers. In other words, visitors need to easily understand what your business offers, why they should choose you, how to contact you, and how to sign up for or purchase your product. For more helpful and practical tips on improving your website, check out ConversionXL.
Search Engine Optimization (SEO) is a set of tactics aimed at giving you better rank in search engines — in other words, getting onto the first page of Google. The Beginner's Guide to SEO from SEOmoz will help you understand the basics and determine whether or not you want to tackle this yourself or outsource your SEO.
When used tactically, Pay-Per-Click (PPC) advertising is an excellent online marketing tool for small businesses. With targeting and budgeting tools, you can make sure that the right people see your ads at the right time. The most commonly used PPC platform is Google Adwords, and the Beginner’s Guide to Paid Advertising by Rise Interactive is a great resource for beginners.
4. Social media
While Facebook and Twitter are very different platforms with different audiences, the advice for getting started is similar for both. To be successful, be sure to connect with relevant people, share good content, engage with your audience, monitor your company/brand mentions, and respond promptly. Check out Twitter for Business and Facebook for Business for more information.
Without analytics, your online marketing efforts will be a guessing game. Google Analytics is a free tool that shows you what sources are bringing you web traffic, what pages your users view most, how your campaigns are performing over time, and more.
With analytics, you can set measurable goals and objectives for your small business’ online marketing initiatives; in return, this data will help you focus your time and money on the right sources, campaigns and keywords.
Nate Turner is the Online Marketing Director for Sprout Social, a leading social media management dashboard for business. Nate has experience implementing and growing online marketing campaigns for a variety of small and medium-sized companies.