We are often told that there are only two certainties in life; death and taxes. Well, if you’re a business owner there is a third eternal truth, and that truth is that you live to create more leads and close more sales. The year is now 2014, and thanks to the Internet, the U.S. seems to be at a turning point in terms of selling. The sales numbers continue to roll in year after year, and the story they tell is increasingly clear. Selling is shifting more and more online. As noted in one of our previous blogs, in order for a business to stay profitable and relevant in 2014, embracing this shift is perhaps the most important decision a business owner can make.
If digital marketing is not your forte, there are some simple steps you can take to make the transition more seamless. For starters, as also mentioned in one of our previous blogs, you have to make the mental adjustment. We’re human beings, which means sometimes we are going to try and hold on to the past, even in the face of unrelenting change. Nostalgia can be a good thing, but not when it comes to making your business more profitable.
Secondly, you need to believe in the medium that is digital marketing. Too many business owners these days are plagued by the mentality that this new technology will work for others, but somehow not for them. This is a fallacy. Anyone can make digital marketing work for their business with the proper amount of homework and consultation from a top-notch marketing firm. More importantly, digital advertising is a medium that simply cannot be ignored. The Internet permeates nearly every facet of our lives. We have to learn to use it to our advantage.
Another myth about digital marketing that needs busting is that it is too expensive, or just not worth the money. Again, this is false. The average ROI on a website is usually cheaper than a remodel to a brick-and mortar store, and according to a March 2012 study done by PricewaterhouseCoopers LLP, a professional services firm, upwards of 80% of American consumers use the Internet to conduct research before investing in a product or service.
With each passing year, the number of ways to advertise online gets larger and larger. Google Ads, Facebook Marketplace Ads, Banner Ads, Video Ads. The list goes on. Need proof that these methods work? Google has taken care of that for you as well. With Google Adwords and Google Analytics, you can track ads, keywords, specific regions and cities, and just about any conversions your website offers.
The Internet also offers you the opportunity to use your website as an effective sales funnel. If there is a particular product or special service you want to push, create a “whitepaper” offer and send it out in exchange for the customer’s email address. Once they opt-in, you can use email to promote all of the other products, services, and specials your company offers. Email remains one for the most effective sales tools, and it also happens to be free.
If you’ve never ventured into the world of digital marketing, this can seem overwhelming, and certainly this is a lot of information to process all at one time. Luckily, it’s never been easier to learn about generating quality sales leads online, and companies like Ottaway Digital have made it their mission to become masters of this craft. If we may help you grow your business through digital marketing, or have any questions about the services we offer, please browse our website or give us a call at 248-637-4600.
The author, Bob Ottaway, is President and Founder of Ottaway Digital. Established in 1999, it has been a pioneer in SEO, digital advertising & social media since 2006.