As a successful business owner you likely have a zillion things on your to-do list. I know I do. Before diving into online marketing efforts such as blogging, using social media or building an email list, you need to know if it’s really worth it to your bottom line. So, let me ask you a question. If you were certain without a doubt that online marketing would bring in new customers, wouldn’t you find the time?
Is online marketing a waste of time or a smart business-building tactic?
In my work I talk to a lot of entrepreneurs who have made significant investments to create their brand. They’ve had a compelling website build. Sat for gorgeous head shots. Hired a designer to create a cool logo. But many of them have not done much when it comes to their web presence. And that’s mostly because they want a guarantee that if they do more, it will bring in new customers. If this sounds like you, please read on.
Consider this: the impact of online marketing is sometimes hard to measure in hard numbers. So, I want to share the subliminal benefits and ideal customers’ thought processes when they find a business that is well-represented online.
Here are some specific scenarios where an strong online presence can lead to more sales for you:
1. When You Depend On Referrals: When a customer is referred to you, you can pretty much guarantee she will go online to check out your company first. When she looks you up and sees that your company dominates the first page of Google, that’s a powerful statement of your credibility.
Thought Process: “She’s very involved and passionate about what she does.”
2. When You Need More Customers: Your ideal customer is searching online for information, answers and help. By consistently adding useful and helpful content to your website and filtering it through the web with email and social media, you can be there when she needs you most.
Thought Process: “If her free information is this great, I can only imagine what it would be like to work with her.”
3. When You Want More Referral Partners. Referral partners look for people who demonstrate authority and expertise in a related field. Online marketing increases your status as a thought leader and demonstrates that you and your business are believable.
Thought Process: “She is an expert and I have confidence that she will serve my valuable customers with integrity.”
4. When You To Want Shorten The Sales Process: Online marketing informs your ideal customer that you “get” her. When this happens your first sales conversation is a lot less like this: “What can you do for me?” and a lot more like this: “Where do I sign?’’.
Thought Process: “She understands my problem and is the perfect person to help me. I feel like she already knows me.”
Hopefully, you’ve seen the silver lining here. Online marketing in the form of blog posts, social media updates and so on, are valuable tools to invite your ideal customers to your website, and can pay huge dividends. And it works 24/7.
Do you agree that online marketing is definitely not a waste of time? I’d love to hear your opinion! Leave a comment below.