They’re out there, somewhere. The people who could become leads, who could become prospects who could be converted into customers. The customers that could catapult a fledgling business from obscurity to the vaunted position of market leader. The key is in finding and engaging with those very people. Think of your business (even if it doesn’t have a physical presence) as a big building by the side of the road. If you don’t engage with those passing drivers in their cars through, say a big colorful sign or a banner by the road then they’re just going to drive past you. However wonderful your business may be, whatever the quality of the product or the service, they’re just going to see an empty building.
Now, extrapolate this principle to the digital realm where the amount of ‘traffic’ driving past you is exponentially multiplied. It’s going to take a pretty impressive sign to get them to engage with you. That’s why no business can afford to overlook the importance of digital marketing. Whether you’re a financial consultant, a restaurant or a boutique store, digital tools will be your biggest asset to promoting engagement with your business. Here are but a few.
Website
One would think that a website would be the staple of a business’ digital presence, yet it’s staggering how many businesses don’t have one. A website is your “digital handshake” that should alert potential customers to the products or services you offer while giving them a flavor for your ideals, values and the factors that constitute your USP. If you can sell your products through an online store, or at least allow customers the facility to “click and collect”, then your website will be all the better for it.
Content marketing
What better way to stand out from your competitors than by chronicling your business’ growth and sharing your knowledge and expertise than through the art of content marketing? Everyone likes something for nothing and presenting potential customers with original and unique content is an invaluable way of helping them form a personal relationship with your brand.
A business blog should be the cornerstone of your content marketing strategy. Posting regular blog entries that make use of appropriate keywords is a great way of improving your online visibility while giving your brand a unique voice.
Social media
Businesses are finally realizing that a social media presence is no longer a novelty but a necessity. Facebook, for example has over 1.5 billion users who check in regularly. It’s a poor business decision not to at least attempt to engage with them. Building a following on social media platforms can take time to do organically, so many business owners use Pay Per Click advertising to ensure that their message reaches the exact demographics that they’re aiming for.
Apps
You may think that your business doesn’t need an app, but you’d be amazed at how much an app can improve your reach. Your very presence in the Apple or Android app store will drive traffic to your online presence. You can use apps to drive loyalty (check out the Starbucks app for a great example of this), sell online or target users with special offers and promotions that are sent directly to them.
