Want to do more online? Get something back for the time you invest? Put your effort into the right things?
There’s no magic online money making machine. But you can build on what you’ve already worked so hard to create in the offline world, and expand the reach of your business. And you can do it using one major advantage you have over those large, faceless corporations that sell mass-produced items.
As someone with a creative niche business, you have the ability to establish warm relationships with clients in multiple ways, and keep them active using a personal touch. The big players try to do this to some extent, but they just can’t achieve the level of one-on-one contact that’s innate to smaller operations.
What’s baffling is that so many smaller businesses try to copy the marketing tactics larger ones use, instead of just using the advantage they already have.
How many of your online activities connect you with real, paying customers?
Don’t overlook your best, and least expensive, option for pulling in new customers that come back, over and over again.
- Start with a strong web presence with great content. Use social media judiciously.
- Add a way to stay in touch with people, whether they first encounter you in person or online. By getting people to opt in, not only do you follow ethical email marketing standards; you ensure you’re only connecting with those who have already shown an interest in you. That means they’re far more likely to want what you send. When you contact them, provide something of interest to them before you ask them for anything. Follow through and provide regular contact with a frequency that makes sense for you.
- Pull everything together with a good strategic plan that lays out what you’ll distribute (special interest content, news about personal appearances or company happenings, special offers, resources), how you’ll get it to your audience (email, blog, social media), and when it will show up (regular schedule, special event, holiday).
This layered approach is an ongoing process, not a stand-alone campaign. Resources like time and money can be spread out over months and years instead of in a big chunk all at once.
Get started doing more of the right things online
Chances are, you already have some degree of online presence. You’re probably already doing a lot of things right.
You probably have at least one social media page, if not more. You might have a storefront, or a blog. But each of those things alone won’t produce all the results you’re after.
A strong online foundation is the starting point for effective digital marketing; all the strategy and tactics that build your customer base. Once this foundation is in place, you can layer on content. But if they aren’t, you won’t have the infrastructure that will allow you to follow all that advice about content marketing.
I’m working on a free course that will walk you through all the basics that need to be in place before you can do digital marketing right.
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