Are you prepared to WIN?
Across industries marketing on the web has become brutal. To survive as a business, you need to engage the battle. And you need to win or die.
How are you going to survive and even thrive? What should you worry about? What should you ignore?
Keep your home base STRONG
Your website is your home. You have total control. Make sure it fully describes who you are and why you are superior. Anything less than that and you are vulnerable to not capturing your targets. Buyers want to know who you are, and you never know what part of your business they want details on. So you must be thorough about your business by providing the content and information they need.
Plus, you can’t stand still. Your business is not static and your website shouldn’t be either. Keep it growing by telling your evolving story. Emphasize how you are taking advantage of your changing industry. If you don’t think it is changing, then you are falling behind.
Make sure your website looks great across devices. Make it easy and clear how to contact you. Guide visitors through the customer journey. Then respond fast.
Pick your BATTLES
No one has the resources to fight every battle on every front. Don’t try to do too much by spreading your efforts so thin that you end up being weak at every point. Where are the most important battles that you can concentrate your forces? Keep your aim well targeted where you have the best chances to win.
If you advertise, make damn sure your program is tuned tight so every dollar counts.
Stick to social communities where you target audience hangs out so you can hang with them. Don’t waste time chasing them, be where they are and create the content that attracts and engages them.
Don’t fight this war like the LAST WAR
Online marketing changes all the time. You can’t do it that way you once did.
You do need to continually grow your website with new content if you want Google organic search visibility. Spammy links won’t do it. Keywords in your URLs could hurt you as much as help you. If you stuff your web pages with keywords, you will disappear on Google.
You do need an active social media program. Don’t post the same content to each of your social channels at the same time. Every community is different, so address each social channel uniquely. Give your followers a valid reason to follow all of your social accounts.
Look at your marketing and advertising budget. What are you spending on that no longer performs? Move that money to where it will do some good.
Make sure you have the firepower to WIN
If you do things half-assed you shouldn’t expect to win. Make sure you have the people, resources and budget to compete. You may have to outsource the manpower. You may well have to reprioritize your spending. Whatever – do what you need to compete and win on the web. The survival of your business is at stake.