Whatever market your business is working in, understanding your customers is key. The growth of internet use in Germany is attracting the focus of global brands, as well as changing the way national firms market themselves. The changes have been fast, and today to reach upmarket and professional audiences the internet has to be a core part of the strategy.
Given your need to optimize your advertising efforts, then, here are the best advertising strategies for small businesses.
Target your readers
Sorry, but that particular product or service you’re touting does not match the needs of anyone who currently walks the Earth. Many small businesses don’t run adequately targeted campaigns, despite the fact that targeting is one of online advertising’s primary advantages.
Indeed, you should be able to create an accurate target customer profile based on the data you’ve collected. With this information in hand, and what you know about your current clientele, you can begin to target similar demographics and psychographics with your campaigns to attract more customers.
Whether you’re advertising online or off, make sure your copy and imagery reflects the kind of customers you want to work with. This is key to targeting well.
Keep in touch with your advertising.
Many small businesses simply have no idea whether their advertising is actually working. This simply won’t do.
Online advertising platforms like Google AdWords and Facebook provide you with extensive stats related to your ads, and will help you determine what is working and what isn’t. This doesn’t mean that you won’t need to test and experiment, as it can take time for you to create an ad that resonates with your target customers, but it does mean that you can make faster decisions about what to try next.
If you’re advertising offline, and you have to set up a specific email address or phone number to gain a clearer understanding of how your leads are finding you and what’s working, then that effort is worth the hassle. Stop making guesses.
Today’s consumer is very different from a year ago. Direct response marketing is nowhere near as effective as it used to be. Purchase decisions are now heavily influenced by our peers. It’s critical to get as many positive reviews on the bigger review sites such as Yelp, Google Plus, Dex and any relevant industry review sites.
Eg. if you’re a restaurant, you better have some solid reviews on sites like Yelp and Urbanspoon. Review quantity, quality and diversity are local ranking factors and will help your site stand out against the competition in the local packs. This will help CTR.
Make review acquisition a part of both your online and offline marketing strategy. Have a section on your site dedicated to reviews, send emails soliciting reviews, ask customers at the point of checkout. Use a service like Get Five Stars to faciliate this effort.
Don’t pay for reviews and try to keep the velocity of reviews at a natural rate. Getting 10 new 5 star reviews every day will probably get your site flagged. Shoot for 1-2 solid reviews a week.
3) Build A Passive Selling Machine
What are you doing with the 98% of people that hit your site without converting?
The answer should be either:
a) Capturing their email
b) Placing them in a segmented retargeting list
You can use a free plugin like SumoMe to capture leads via popups, sidebar widgets, scroll boxes and more, or use a more robust solution such as Thrive Leads which I’ve used to double my email opt-in rate to over 9% in the last 45 days.
Use FB, Twitter and Google AdWords retargeting to re-engage people with relevant content. For example, if someone reads your post about “best strength training” exercises, re-target them with an ad on facebook or with an in-stream YouTube ad that links back to a squeeze page with a free eBook for best bicep exercises.
I use the Thrive Content Builder plugin to build these pages in minutes for most of clients and personal projects. Once they opt-in have them redirected to tripwire (low ticket offer) page. Sell a product at break even price. Once they purchase you’ve successfully turned a lead into a paying customer.
Then, upsell them with a core offer. For a gym, this could be a 20% off annual membership.
You can automate this process with tools like GetResponse, or another great solution is Active Campaign.
By creating an automated sales funnel you’ll not only re-engage lost customers, but increase purchase frequency and average order value. Create a value loop!