What does it take to market your business online? Without waiting years and years to move up the rankings on Google’s SERPs, how can an entrepreneur get the proverbial word out? There are definitely some ways to market your business that will offer a better return on the investment of your time than others. Some will take weeks to pan out; while others will take months and years.
No matter what method you choose for marketing your business on the web, as long as you ensure that you’re adding value along the way, and you’re implementing the proper set of marketing habits, you’ll eventually reap the rewards of your work over time. It won’t happen overnight. But then again, nothing worthwhile ever does. Below you’ll find some the best methods — in both the short and long term — for driving that all-important traffic to your site and pages online.
1. Create a blog and post high-quality content regularly.
Clearly, the most important way you can market your business online is to build a blog where you can post and share high-quality content that adds an exceeding high amount of value on a regular basis. This is definitely a very long-term strategy, and it won’t pay off overnight, but every entrepreneur needs to understand the importance of embracing this online marketing method.
Not only does building a noteworthy blog in any industry or niche help to drive traffic by peaking the interest of Google, but it also leads to creating authority. If you can become an authority in your industry, you’ll garner the attention of consumers, the media and business owners alike. That, in turn, will snowball, build more authority, and eventually, enormous amounts of visibility and sales.
2. Market your content on Medium and Quora.
If you’re looking to get some early traffic, and you have a fairly new domain — less than 2 years old with little authority built up — you should work on marketing your content on sites like Medium and Quora. How does it work? Write one high-quality piece of content on your website. Make sure it’s keyword-centric, insightful, unique and adds a lot of value. Ensure that whatever you’re talking about helps people in some way, shape or form.
Once you’ve done that, write another article on a site like Medium or Quora, also making sure that it’s keyword-centric, insightful, unique and adds a lot of value. Create one link from that article using a primary or relevant keyword back to the main article on your site or blog. This is called content marketing, and it’s the most powerful method for gaining traction on Google’s SERPs, while also reaching large existing audiences through these authority sites as well.
3. Connect with others on LinkedIn groups.
LinkedIn groups are a great way for quickly connecting with others in your industry or niche to help spread your message. You can promote your content through LinkedIn groups as long as you don’t come across as spammy. It’s best to add value to a conversation or discussion before trying to drop your links.
LInkedIn groups are also a great way of contacting people who you might not have mutual connections with. You can message any other member in the group without being connected, which can become a huge asset depending on the particular circumstances. Share updates often in the group, and be sure to stay in the spotlight without oversharing.
4. Use Facebook ads and strategically-targeted landing pages.
Facebook ads, while not free, offer a great opportunity for reaching the right demographics for your business. As long as you know your customer well, you can use metrics like interests, geographic location, marital status, age and many others, to locate potential consumers to send to strategically-targeted landing pages, also known as squeeze pages.
Experiment with micro-spends to see which ad copy and squeeze page receives the best responses for dropping consumers into your sales funnel. It might take a considerable amount of time to find the right mixture or recipe when it comes to advertising on a platform like Facebook, but once your campaign is profitable, all you need to do is continue to scale.
5. Leverage the power of Instagram influencers.
Today, with the ever-pervading power of social media, you can instantly reach droves of people from across the world at a moment’s notice. But we also know that algorithms and visibility are working against us, especially when we don’t have the reach of hundreds of thousands or millions of followers.
To reach those people, we need amplifiers, power users and influencers to help spread our messages. While this won’t be free, it will give you instant access to a wide audience in your specific niche as long as you select the right Instagram influencer to help spread your message.
6. Create useful video tutorials on YouTube.
YouTube offers a great resource for marketing your business on the web. While you might find some friction at the outset for building your audience, if you focus on creating useful video tutorials, eventually, you’ll reach a vast amount of people. Again, you have to focus on adding value without much concern for generating profit.
YouTube is a great resource for tutorials because you can teach people just about anything in an easy-to-understand format. Whether you’re screen-sharing to teach a digital skill, or you’re capturing something in the real world, just ensure that the quality of the recording and the overall content is high. Also, be sure to drop a link inside the description back to relevant content on your site.
7. Develop a relationship with your customers through email marketing.
Email marketing is something that every business owner should be engaged in, but it’s no easy feat. To succeed with email marketing, you need to give something away for free in exchange for the consumer’s email address. It needs to be something of value. If you are serious about collecting emails, take the time to create a free report or ebook that will help people in your industry or niche. Then, develop a relationship with that consumer through drip-fed campaigns using a system like Aweber, Get Response, Constant Contact or Mailchimp. However, don’t try to sell at every corner and turn. Connect first, then focus on selling.
8. Collaborate with popular bloggers in your niche.
Reaching out to to popular bloggers in your niche might be an effective way to market your business online, especially if you have something of value to add to one of their posts. If you find a popular blogger who often writes about a particular subject that directly correlates to your line of work, why not reach out and look for ways to collaborate?
A great way to make this happen is to offer your services as a guest blogger. Clearly, you’ll have to have a good background in writing yourself, and it might be difficult to find a popular blog willing to allow you to do this, but it would be worth a shot if you eventually secure a guest post.
9. Offer a free product or service to customers.
Studies have confirmed that people are more likely to accept something for free than they are to pay a nominal price for it. So, why not provide a free service or product to your customers? Maybe you offer a free 15-minute consultation or an entry-level product that you want to give away.
Whatever you offer, be sure to secure the customer’s contact details so you can get in touch with them later. If you’re giving away a service for free, you have an opportunity right then to upsell those customers to your paid services. People are more likely to feel like they owe you when they accept something for free as well.
10. Optimize your website for SEO.
Clearly, optimization of your site for relevant keywords is an important aspect of marketing your business online. However, the one thing to keep in mind is that if your business is new — less than two years old — and you’ve built very little authority or content, you’re going to have a hard time ranking at the top of Google’s SERPs for any keyword that’s marginally competitive.
The goal is to build excellent content, but also ensure that you optimize your site’s On-Page and Off-Page SEO. While this can become a very lengthy discussion, pay attention to things like your site’s speed, mobile usability, meta descriptions, link profile, reading level, citing of sources, content quality, insightfulness and so on. This is more likened to a marathon than a sprint, so don’t get discouraged in the short term if you don’t see enormous results.
11. Implement the 80-20 rule to identify and market to high-value clients.
The 80-20 rule, or the Pareto Principle, states that 80 percent of the results come from 20 percent of the efforts. Basically, it’s only a small portion of what we do that actually produces results. However, this also applies to sales, which states that 80 percent of your revenue comes from 20 percent of your clients.
If you can identify which clients are generating the most income for your business, you can scale your sales out by sending them additional offers and discounts for other services and products. You can also gear your online marketing directly to these clients if they’re using a portal system to login or if they’re being tracked by cookies.
12. Post photos and videos with relevant hashtags on Pinterest and Instagram.
There are a number of high-domain authority sites that you can post photos and videos on to build a following. Pintrest and Instagram come to mind first. Use relevant hashtags and descriptions to properly categorize what you’re posting about, and follow others in your industry or niche posting with those hashtags.
This isn’t an online marketing technique that will get you instant sales or even instant traffic. It’ll take time. But as long as you’re adding value and you’re passionate about what you’re doing, you’ll build that following up over the coming months and years. Be sure to comment, like and engage with other people’s posts as much as possible in order to get yourself out there in the beginning.