Every small business needs to increase online presence, because going online with your business will help you to get more customers, you can differentiate your brand, and it will guide and educate employees, convey the value of the business and also serving as a valuable educational resource that audiences will want to consume and share.
But to hold’s viewer interest your need to have better engaging and well design online marketing plan- which is align with organizational and strategic goals in a meaningful way
And to have all that your need to start with website because even with great marketing & terrific advertising and valuable conversion still happens on website, so create an original design and organize your site so that it is easy to navigate according to the best web design principle and fill with valuable content.
But as a small business you need to focus on so many things that involve here is
1. SEO : Start with SEO:
There are many other reasons why SEO is an important part of any small business marketing plan because the opportunities available cannot be underestimated and I hope this will get you excited to get started on your own, either by doing it yourself or approaching a professional company. You’ll see results from even the smallest investments.
Here is the Google Devloper Presentation : SEO in Under 10 minutes for Startups
- For a website that’s under 50ish pages.
- Hope to rank well with company name and a handful of related terms (not lots of terms like a news agency or e-commerce site).
- Be smart about search engines and attracting searchers, but haven’t kept up with the latest search news.
Usually Search Engine Optimization (SEO) campaigns are at generating increased website traffic and is among the most important indicators of your organization’s web presence, but Keeping track of your keywords is a lot of work and worth every ounce of effort. Staying connected to your keywords – those that drive both volume and conversions – is an absolute must and keeping them visible on your dashboard is about staying competitive.
Here is the KPI that measures how successful your campaign are how you can calculate more on this
Benefit: Know if your money is well spent on a specific campaign and make adjustments as needed.
Audience: Brand, Copy, Research, Managers
Calculation: (Keyword, Search Engine Ranking #, ranking change + /- , keyword search volume, keyword goal-conversion-rate)
Example: Klipfolio, Google #1, +1, 9,000 monthly searches, 5.3% GCR
2. Increase Average Site Time :
“ Ammount of time spent on average, on your website”
Why it is important because a high time on site is good and it indicates
# Users find your website content
# Value your website is user friendly and
# Easy to use you have a good amount useful information.
How can you increase visitor time spent:
# Create a lot of useful and relevant content to educate users
# Place information logically and where users may need it most
# Videos are very effective to increase time on site
KPI explores the following information :
#How long visitors to your website stick around and explore.
#it is a strong indicator of your organization’s website’s ability to attract and keep the interest of potential customers.
#With powerful tools like Google Analytics integrated into your dashboard,
#In practice, you need to figure out what stats actually mean something and what activities actually translate into increased revenue.
# This KPI measures In theory, this type of metric becomes relatively simple and straightforward to monitor.
Remember to be cognizant that an overly long visit might mean your site’s message is too complicated. As with any online marketing KPI, value quality over quantity.
Benefit: Know how many people visit your site, what they are looking at, and how long they stay.
Audience: Product/Brand, Copy, Research, Managers
Calculation: (# of visitors / total time on site of all visitors) = Average Site Time
Example: 100 visitors / 500 minutes logged by all visitors = 5 min avg site time per use
3. Engagement your Audience : Social Media & Word of Mouth of Strategies
Consumers are now using the web to look for product pictures and videos; they want more information and want to see what they’re considering buying. The good news is that it’s easy for a company to create and publish videos and pictures.
Case studies/white papers/presentation are useful for explaining complex how-tos or concepts. Showing step by step directions can have a greater impact than even the most well written article.
Businesses don’t have to invest huge sums of money to propage the content through either. There are several social media sites are there which can be optimize, market and measure more effectivly
Benefit: Know how successful a campaign is based on how far your audience follows the trail you’ve laid.
Audience: Product/Brand, Copy, Research, Media/Ad, Communications, Managers
Calculation: (Point ranking system: 0 points for no action, 1 point for clicking on link, 2 for achieved desired action (downloading trial, etc). Then, (Total Points / Total Site Traffic = Click Through Rate)
Example: 100 points / 1000 visits = 10% click-through rate (10% of engaged audience completed objective)
I found that biigest problem for an startup is not how to create an online presence, but don’t know what to do next, how to measure the efforts and calculate the ROI.
For some programs,
# It measure membership acquisition, engagement, page views, return visits, coupon redemption, or purchase. But most of these metrics feed into a lifetime value of an engaged customer equation that ultimately determines ROI.
# of visitors / total time on site of all visitors) = Average Site Time
# Know your keyword rankings and keep them ranked high!
# (Attributable Revenue – Campaign Investment) / (Campaign Investment) = ROI (over X time period)
Stay Focused ..!!