Gaining exceptional online traffic is no easy task. When you factor in the sheer number of businesses out there competing for the same space you are, the challenge can seem like a daunting one. Honestly, our business felt the same way; however, that was until we learned how to smarten up and accelerate growth. Here’s how:
Finding My Foundation
If we were going to be building an amazing presence for my website, a crucial first step had to be establishing a digital foundation. Although our business had the usual of Facebook, Instagram, and even a small mailing list, we weren’t effective with them, as well as lacked a sense of consistency. Quite simply, we had a mixed bag of options, which as noted by Smart Insights, with 39 percent of marketers thinking their organization’s strategy isn’t useful, we found ourselves in the same boat. However, we also knew that it wasn’t too late to get started.
One of the first steps we took was writing down what exactly our digital presence should look like, including which mediums would be most efficient, as well as why that was the case. For example, our industry is largely about the visual aspects, so figuring out a solid strategy for Instagram was crucial. Furthermore, we also decided our efforts should try to work in tandem with one another, which meant creating a calendar of when and what to post per each medium. As digital marketing is practically a full-time job, we knew where we had to go, but not how to get there, which is why we also brought on some other folks along the way to help us grow.
Learning The Tools
While learning digital marketing seemed relatively intuitive, it was also an experience that requires quite a bit of legwork. We knew that while there were things we wanted to try and understand, we also didn’t have the time to become experts at them, which is why we enlisted some help in establishing our knowledge base. Although we were gaining a little bit of ground on social media, that’s not enough, which is why we brought on a great SEO firm.
After a fair amount of research, we selected Ulku Logistics because they had a knack for directing both national and local search optimization campaigns. As embarrassing as it sounds, local traffic from search was something we didn’t know much about, but as they relayed, 72 percent of consumers that search for something locally (for example, “Italian food near me”) end up visiting a place within five miles. Furthermore, the folks at Ulku were able to help us build the best ROI in regards to what we were spending on AdWords, as well as what type of content we should establish to rank higher. All-in-all, as search is such a prominent medium, it was well worth the investment to get right.
Aside from SEO, we still were trying to incorporate a larger content plan. This included creating content for our blog and promoting it on social, which also dealt with knowing our demographic to a T. For example, as noted by Pew Internet, 71 percent of 18 to 24-year-olds are on Instagram, which for a younger audience worked tremendously, especially in creating engagement. We learned early that it was ultimately difficult to appease a broad audience, which is why we honed in on those who would engage, and thus, give us the best ROI; from there, it was all about consistency.
Keeping My Process Consistent
With a foundation in place to run with, all we had to do from here was remain consistent with our growth efforts. Although this might sound easy, it can be somewhat intimidating; after all, running social media and other accounts from your business means you need to breach your comfort zone in how often your posting, as well as being okay with losing some followers. However, past the details, consistency was key because as noted by LucidPress, it takes an average of 5 to 7 impressions before someone remembers your brand.
Although it sounds simple, (as mentioned above) creating a calendar was a smart first step in keeping ourselves on track with producing content. From there, we made our aim much about which type of content was most efficient, including different styles, lengths, or mediums. Ultimately it’s ideal to keep a diverse mix in order, honing in on what’s most effective versus how quickly you can churn out work. While it might take some trial and error, the more you can establish a consistent workflow, the better, as that’s the cornerstone of building and growing an online presence for a long time.
What are you most excited about in establishing a great online presence? Comment with your answers below!