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At GrowMe, I always tell my clients, “Your website has to be the best salesman.” And I mean it. There may be no substitute for a closing pitch, but your website needs to attract and engage more people than any sales call ever made.
We also tell our clients that our online presence is more than just our website. Our service is about building and developing online selling machines with many moving parts and components that work together. Let’s take a look at what makes up the machine and how to make sure it outsells everyone else on the team.
brand
It is important to build a relationship of trust with our customers. Consumers are often lured in by flashy promotions and special offers, which is why trust returns in the long run. In a 2019 Edelman survey, 85% of participants agreed that quality was the deciding factor when choosing a brand, and 81% said trusting a brand to do the right thing was the deciding factor. Or say it could break the deal.
Establish a trusted brand that adds value through products and services. A brand includes its underlying motivation and outward identity, such as its name, logo, brand promise, values, and mission statement. Make sure your messaging is consistent and identify your company’s unique selling propositions and differentiators.
website
As mentioned earlier, your website should be your best salesperson, but your website has two other roles to play. It’s about building trust and value and optimizing for online searches. As part of a sales team, your website should include a strong call to action, impactful design, compelling headers, compelling content, and a compelling value proposition.Your website should build trust and value through effective branding, excellent portfolios, case studies, testimonials, FAQs, and informative content.
Optimizing your site for SEO is a little more nuanced and difficult. That alone could speak for an entire article. Such as keeping your speed fast.
digital marketing
Our website presents a Venn diagram of digital marketing and what it entails. The three big circles represent social media marketing, search engine marketing, and content marketing. These aspects work together, connect and branch to other services, and together create the engine, the “how” of the sales machine. Let’s take a closer look at each of these three components.
social media marketing
Social media is a great place to promote your business, but you need the right approach. Given that Facebook has 2.14 billion ad viewers, more and more businesses are choosing paid social advertising and remarketing as part of their sales method. When creating an advertising campaign, be sure to determine your campaign objectives, analyze your audience to determine the best format, and create ads that sell. But don’t forget the last step. Continuous tracking of success and continuous improvement is the only way to ensure your sales machine stays up and running. In a society where things are constantly changing, we can’t afford to adopt a set-and-forget mindset when it comes to digital advertising.
In addition to attracting new customers through advertising, social media is a great place to connect and communicate with existing customers. Offer specific promotions and giveaways and create forums for clients to engage, ask questions and leave reviews.
search engine marketing
Search engine marketing primarily includes SEO and Google PPC advertising. Again, you could spend an entire article on these topics. SEO is always changing, with Google making algorithm updates almost every month, so it can be hard to keep up. But there are some proven methods that can help your online sales machine.
• On-page and off-page optimization: Algorithm updates may change how this looks, but on-page and off-page optimization will continue to be an important tactic in 2022. Even if you don’t have the resources to invest in a new design, you should still focus on making your website as SEO friendly as possible. At GrowME, we won’t start marketing until after our clients’ sites have been upgraded with optimized headers, unified keywords, meta descriptions, and more.
• Local SEO: We recommend running a NAP audit as soon as possible. One of the best local SEO strategies is to make sure your name, address, and phone number are consistent across the internet. From social media to directories, your NAP should match your Google My Business listing with a ‘t’. Local SEO should also include strategies for generating more reviews on Google.
• Link building: Some link building strategies may change over time, but as it stands, links are one of the top two criteria considered in Google’s page ranking algorithm. Look for sites with high domain authority and try to find at least one paid link each month.
content marketing
Content marketing involves continuously creating and publishing unique and valuable content. This content can be anything from blog posts to infographics, podcasts, videos, social media posts, ads, and anything else that engages your audience. Content marketing is specific and easy to understand, but the challenge is consistency. The more consistent the better.
Combine your website, brand, and digital marketing efforts to create a powerful online sales machine that’s guaranteed to outperform anyone on your team. I have always loved the adage, “Work smarter, not harder.” To me, these three pieces of the puzzle come together to allow businesses to do just that. In my experience, you will find your business to have more sales, more website conversions and more leads.
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