Your marketing strategy should be two-fold: bringing in new traffic and encouraging return customers. The tricky part is you need different tools to focus on new customers and loyal customers. The good news is these tools can overlap and are easy to manage with the help of online marketing experts. To start, ask yourself these questions:
- Which is my priority, new customers or return customers?
- What is my monthly budget to invest in SEO, SEM, PPC, and online marketing tools?
- How many different marketing tools can I utilize through a single online marketing company?
Fortunately, OrangeSoda can be your one-stop marketing company to help you increase new and return customers by managing all of the below tools.
1. Branding and Content
Content is becoming ever more important. Google’s algorithm updates like Hummingbird, Penguin, and Panda are putting stress on companies to focus more on delivering superb content and less on using shallow tactics to bring in customers. Align your company with this shift by investing in branding. Branding is the process of communicating your company’s overarching message or promise to consumers. To do this, you first need to establish your brand identity (what sets you apart in the industry) and then deliver great brand-focused content on your website, over social media, and through other channels we’ll talk about below.
2. SEO and Organic Results
Since Google’s Hummingbird, you may be wondering whether content marketing is replacing “traditional SEO.” While natural, quality content is definitely moving to the forefront, SEO is certainly not “dead.” Keywords and Search Engine Optimization still have a place in your marketing campaigns. However, the rules are changing. Your efforts should center on keywords that are more natural and relevant. Whether or not your business has been affected by this and other updates, the need for experienced and up-to-date experts is bigger than ever. SEOs can help with keyword research, onsite optimization, and content creation so your marketing campaign thrives. Consumers are still looking in organic search results and keywords are still the trail of breadcrumbs you leave for them to follow.
3. Business Listings
You should also make it easy for new and return customers to find you via business listings. Consumers will look in a number of places:
- Google Places and Google +
- Bing Places
- And gazillions more
What does this mean for you? You need to keep your business listing accurate and updated in all of these directories. Your hours, your contact information, your recognizable brand, and even your current promotions should all be right there. With a directory-syncing tool like LocalSync, the experts can manage all of your business listings and save you tons of time.
4. Mobile Targeting
Still not convinced that your business needs to go mobile? The NY Times recently interviewed OrangeSoda’s general manager, Todd Leeloy, about optimizing your website for mobile users. Mobile web use is a huge and growing trend. Target your mobile audience by making it easy for consumers to find your business on smartphones, contact you, download coupons, and even get directions to your store. Otherwise, you’re missing out on new traffic from Internet browsers and business from loyal customers who shop online.
5. Responsive Web Design
Mobile devices aren’t the only screens you should be worried about. Your marketing campaign needs to reach mobile devices, tablets, and desktops. Just check out these statistics from Moz.com:
These numbers mean your website needs to have a responsive design that automatically adjusts to the screen size that the individual is using. Blood pressure rising? Take a deep breath; you don’t have to hire a new web designer to give you a responsive site. OrangeSoda can bundle web design with your other SEO services.
6. Social Media
Google puts social media as one of the primary factors that influence buyers (primarily new customers, but also loyal customers). Social media, branding, mobile interactions, and business listings all work together to assist the buyer in making the final decision. Research from Google shows that most (if not all) consumers interact with social media before they make a purchase “direct” from your site. Click on this image to see how social media’s role changes with different industries.
Ask OrangeSoda how we can include social marketing, like Facebook ads, as part of your online marketing package.
7. PPC/Paid Search
In addition to using SEO to market your business in organic search results, you also need PPC to market your business in paid search results. Paid search is an important tool to both create awareness and test your consumer’s intent to buy. Paid search links allow you to test keywords and see how well consumers are converting on your website. With PPC, it’s essential to stick to a tight budget, monitor your campaign constantly, and tweak your campaign along the way to drive better results.
Remarketing involves using emails, paid search, and banner ads to target consumers who have already visited your site. These tools can help you improve conversions and bring back more return customers. You will also need reporting and analytics to help you find potential users you can remarket to.
9. Reputation Management
Your online reputation can influence new traffic and return traffic. A powerful way to build your business’s credibility on the web is through customer referrals and reviews. Think customer reviews are out of your control? You can actually use several tools to monitor reviews, respond to them, and get positive feedback and links to your site. Marketing consultants at OrangeSoda can help you manage your online reputation with branding tools and business profile listings.
10. Onsite Optimization
Managing a website is a full-time job. You need web designers, SEO strategists, reporting experts, and more. You need to optimize your website constantly with all of these features:
- Fresh content
- Blog posts
- Promotions and announcements
- Quality links
- And more
Manage all of these tools in one place with OrangeSoda. We are here to make it easy for you to coordinate your marketing efforts.