An array of online marketing tools means businesses can broadcast their message and attract customers far more affordably than with traditional media. The latest web marketing tools enable companies to talk directly to customers and prospects, and are some of the most powerful ways to generate targeted leads.
Social Media
Sites like LinkedIn and Facebook are free and can be extremely effective. In many cases, profiles from these sites are the first links that appear in Google search results.
Though many small businesses have already established Facebook pages or Twitter accounts, some have done little else. They often get distracted by daily business operations and don’t have time to post frequent updates, which are critical. To succeed in the social media landscape, a company must monitor profiles and respond to messages in a timely manner.
Some turn to third-party companies that can help maintain and update profiles, as well as handle all interactions.
Search Engine Optimization
The process of getting a company to rank higher in search engine results for specific phrases is known as search engine optimization. For this to be effective, companies need a plan that focuses on key business terms. The more specific the terms, the better the results (e.g., “Ohio highway construction” instead of “highway construction”).
Search engine optimization occurs in two phases:
- Onsite optimization ensures the website contains the best terms directing people to the company. Two- to three-word phrases as opposed to vague, one-word terms are recommended. These phrases should be used on the site, in title tags and, when possible, in the domain name and page names.
- Offsite optimization includes ways to link back to a company’s website, including publishing articles, participating in others’ blogs, posting videos and podcasts, and linking with partners. Be sure to link only with sites that offer relevant information on the industry. For example, a link from a site on government construction trends will be far more relevant to the target audience than a link from a site selling homemade cupcakes.
Email Broadcasting
A company can develop a good email broadcasting list by including some simple code on its website to collect email addresses from interested visitors. Encourage people to subscribe to emails through incentives like white papers or alerts. The contact form on a website should collect information from visitors and allow them to opt-in to receive additional information.
Remember, people don’t want to receive a weekly email that tells them how wonderful a contracting firm is. They want to learn something, such as industry trends, management tips or other insights. Find out what customers want and give it to them. If they think it’s valuable, they’ll keep coming back and share it with colleagues and friends—and the list will grow.
Pay-Per-Click AdvertisingPay-per-click advertising puts an ad in the sponsored section of the search engine results pages (e.g., Google Ad Words). Users are only charged when someone clicks on the ad. Rules can be established around each campaign, designating precisely which days and times the ad will run. Ads also can be targeted for certain geographic boundaries. Plus, users can change keywords, ads, bids and other aspects of the campaign on the fly, or test different messages against each other.
Cost Analysis
With online marketing tools, the less expensive options usually require a larger time investment. Email broadcasting costs start around $15 a month. Pay-per-click advertising cossts can range from $1,000 to $5,000 per month, depending on the market.
Think about which strategy is best for the company, depending on the message, the time that can be devoted to it and the comfort level with the technology. Regardless of the combination of marketing channels, be sure to give clients and prospects the most critical benefit of all: valuable content.