How Do Your Customers Find You?
Before you talk to a marketing company, before you start researching the advantages of SEO, PPC, social media, email marketing or anything else, you need to ask one very simple question, how do your customers find you? That means based on your industry, how do the people who shop for your products or services find you when they need you. Are they looking for you, are they browsing online and see an ad and click on it, are they sent an email and respond to that, do they look for you when there’s a big holiday sale coming up or something else? It can be several things, but you still need to have an answer to the question. To give you an idea of how some businesses would answer this question, let’s break it down into some verticals:
Yes, a restaurant will benefit from being on the top page of Google under major key terms. However, the bulk of your audience is going to be looking for you on social media or via email marketing. People find new restaurants primarily one of three ways; they see pictures of delicious food on social media, they receive an email for a promotion or their friends recommend a place.
This is a tricky one because you can get local traffic from social media, but a large percentage of your customers are coming from other parts of the world. A hotel in Florida can literally advertise anywhere because so many people come from around the world to visit the state. However, when those people look for a place to go they look at sites like Google and directories to help them find the best places and most affordable rates.
This is another complicated one because advertising does bring in a lot of traffic. However, the best conversions in this field are going to be the ones where people are looking directly for the service. You want to be on the top page of Google, either with SEO, PPC or both.
If it’s a Tuesday and you are looking for people to come in, your best chance is going to be with being ranked on Google. However, if you are having a big holiday sale, then you want to be aggressive with your advertising efforts. Email, social media, display and other methods are going to be the fastest and most cost-effective way to get people to your sale.
As you can see, there are different ways of thinking based on the industry you are in, but you can also utilize different platforms. We can help you find the best way to position your business so that it’s found or seen by the right person, improving your chance for traffic and sales.