Should You Invest in New Technology for Your Business?

1 May 2014 | written by Samantha Karren for the Mobile Web, PPC, SEO, Small Business Tips, Social Networking section(s)

SHOULD YOU INVEST IN NEW MARKETING TECHNOLOGY?

No, we’re not talking about investing in the stock market. We’re talking about new marketing technology that can help your business bring in more customers and ultimately increase your bottom line. Sound like the answer is an obvious “Yes!”? Before you jump on the wagon of the latest and trendiest technology, make sure it’s the right tool for your business. Here are some marketing technologies that will actually help you see an increase in traffic and revenue.

Website Optimization

Think of your website as the front door to your business. Your site could have the most artistic design and unique look, but that will not do you any good unless it makes it easy for your customers to “come in.” Your site should look nice, yes, but the main things to focus on are these:

  • Simple, appealing layout
  • Easy navigation
  • Quick ways to contact your business
  • Strong branding
  • Promotions, deals, and incentives
  • Mobile friendliness

A high-performing website that appeals to people and search engines is one of the best ways to get a return on your investment.

Going Mobile

Having a website is no longer enough on its own to attract customers and convert more of them. Out of all of the potential customers who find your business online, the mobile users are most likely to follow through with a purchase. Check out this mind-blowing graphic:

More than half of mobile consumers want to purchase within an hour

So what are the tools and technologies you need to tap into these crazy conversion numbers? The biggest tool we already mentioned; that is, having a mobile-friendly site. You also need business listings on top online directories so customers can find your business easily.

SEO and Paid Search

Paid search can be overwhelming and, well, time-consuming. But it’s also essential. This cool graphic from LinkedIn shows where paid search falls on the ladder of success and we agree:

Digital marketing Ladder of Awesomeness

Depending on where your business is on the ladder, you may be ready for paid search or you may not. That’s why it’s important to customize your SEO tools. You may need to focus more on mobile optimization, and less on paid search. Choose a package that makes sense for your budget.

Mastering Facebook

Ready to make a splash on social media? According to The Moz Blog, Facebook is still the largest social network and thus, probably most worth your money. You need a business page on Facebook, but you need to optimize this page as well. Don’t have the time? Don’t worry! The experts can do it for you. Your Facebook page should be transparent, authentic, generous, fun, and exceptional. Some things you’ll need include the following:

  • An attractive Facebook page design that promotes your brand
  • Interactive tools like contests, polls, and deals
  • Ongoing management of your Facebook account

Reputation Management Tools

Now that you’ve got people interested in your business, what’s next? Manage your reputation and your leads with digital technology. The LinkedIn graphic above puts “loyalty marketing” as the top step, but we think it’s important to establish loyalty along the way. After all, the happier your loyal customers are, the more likely they are to recommend your business to friends. Here are some ideas to manage your business reputation:

  • Lead capturing software
  • Digital loyalty and rewards programs
  • Email marketing applications with personalization
  • Staying current

Many businesses prefer using cloud computing to help manage all of these business applications. Most of the time, it comes down to time and work. Time emailing customers and work staying current by publishing blogs and updating your business listings.

Reporting

Finally, and maybe most importantly, make sure you have reliable reporting tools. What’s the point of investing in technology if you can’t see how it’s paying off?

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