Perhaps in the last decade, you paid for a new website and unwittingly thought “build it and they will come”. Nothing could now be further from the truth and it does bug me when businesses are blinded by incorrect advice from web site design firms. They are left believing that simply having a website is all the marketing they need to do.
This certainly is the case and hasn’t been for some time!
Times have changed and it’s worth looking at how businesses should master the act of getting more targeted traffic.
Whilst I’m an advocate for paid traffic, because of the speed that you can hit the road running, it’s key to think of pay per click as just one part of your whole marketing mix.
The Importance Of Google+
For starters, you now need a Google+ page to run a fully optimised ad on Google Adwords using a feature called Ad Extensions.
By linking your Google+ page to your ads you enable Google to share your business endorsements as part of your ad. This is extremely powerful because someone is more likely to click on an ad if they see one of their friends has already endorsed it. Thus your site becomes more relevant and benefits from increased performance. You are essentially giving searchers more reasons to click on your ads.
Pay per click marketing is no longer a separate entity, it should work in tandem with your other marketing.
Working To Get More Traffic
It’s a fallacy to expect people to simply find your website. It takes work to get traffic, whether you are setting up a pay per click campaign or generating regular content on your blog. Moreover, you can’t rest on your laurels with these strategies, you also need to start spending time at the same places your prospects and customers spend their time. Consider how your network extends to your followers on Twitter and Google+, your fans on Facebook, your connections on LinkedIn, your subscribers on your blog and your viewers on YouTube.
Let’s consider Facebook for a moment. Whilst you may use it daily for your own personal enjoyment, you may still be wondering whether it’s something you need to consider for business! The reality is for many businesses their Facebook fan Page is as important to them as their own website in terms of engaging with their community.
With Facebook having well over 1 billion users there’s a very good chance that many of your prospects and customers are on there. It’s staggering to think that half are accessing Facebook on a daily basis. Also, you need to be mindful that nearly a half are accessing Facebook from their smartphones.
Think back to 1999, the popular search engines included AltaVista, Lycos, Excite, but now they have all but gone. I agree it’s hard to see the mighty Facebook lose their popularity, but since going public you could argue a change in financial goals may change the direction of the company. It’s unlikely in the short term and I would maintain every business should seriously consider having a presence on Facebook. If it isn’t Facebook, is it on Google+ or Twitter?
Whatever you decide, the real takeaway is that your business has to go where your customers are. You can’t ignore this fact.
People Buy From People They Know, Like And Trust
It is so much easier for a small business, or indeed a large coffee house chain like Starbucks with around 34 million fans, to be more personable on a Facebook business fan page than via their corporate website. Remember people buy from people they know, like and trust and social media offers you an amazing opportunity to excel in all three of these areas. Never before has a business been able to spread their circle of influence so easily and inexpensively.
It excites me to think that now more than ever you have the ability to easily connect with like-minded people and turn them into your raving fans and lifetime customers. Thus it’s critical you take time out to seriously think about how you will talk to your audience in the future.
Social media is like a cocktail party, where it’s far better to listen in the first instance than dominate the conversation about yourself. Will you continue to push out messages like the guy on the street corner with the megaphone or differentiate yourself from your competition by actually listening and growing your community this way.
It’s time to consider your web presence and determine exactly what it is and whether it is working for you.
Are you getting the traffic you need and have you covered all your bases when it comes to pay per click, social media and content marketing?