In 2019 knowing where to focus your efforts for your business online can be difficult. What works for your business may not work for another and the same goes for your customers, so cutting through the noise and identifying what marketing methods you should be utilising right now is essential.
Whilst it’s easy to get bogged down and overwhelmed by industry jargon, digital marketing need not be rocket science and you’ll be pleased to know that you don’t need a degree in Search Engine Optimisation or have a grip on Google’s search algorithms to get results.
At 67 Degrees we work closely with our customers to help them achieve online success. Whether that is through award-winning Website Design, Pay Per Click Advertising, Social Media Management, Search Engine Optimisation or Content Writing, we develop successful marketing strategies alongside our customers whilst also being on hand to offer support and hands-on training.
It’s this hands-on approach that has allowed us to understand our customer’s businesses and drive results.
Whilst there is a vast amount of competition within the automotive industry there is still gains to be had and through our experience of working with our customers, we believe that your business should be actively utilising the below platforms.
Let’s dive straight into the topics and cut through that noise we talked about earlier.
Google My Business
You may or may not be already familiar with Google My Business (GMB), however, GMB is a powerful tool that puts information about your business firmly at your customer’s fingertips. When a person carries out a Google search relating to your business, if you have claimed a GMB listing, your customers will see a wealth of information about your business on the right-hand side of the Google search results.
This panel highlights customer reviews, opening hours, images of your business and address and contact details. It’s essentially a virtual business card for your company. A way to gain valuable insight about your business, a GMB listing allows customers to get an impression of your company before they have even set foot on your website.
Good first impressions count and that’s why it is vital to claim your GMB listing. It’s your shop window on Google and if you have a page that is full of the information you are already making it easy for your customers. In addition, prominence of online reviews also helps to instil trust and confidence in your business.
In a recent update, Google now allows businesses to add posts directly to their GMB listing. In addition to your website, these posts are a fantastic way to add engaging content and information about your business before a potential customer has even engaged with your website. Furthermore, a well-furnished and complete GMB listing also has significant SEO benefit allowing you increased opportunities of appearing higher up Google search results.
If you haven’t claimed your listing yet, you can do so either from an existing Google account or by creating a new one dedicated to your business.
In today’s connected world you cannot avoid social media. Your customers will be on it and it’s important for you to consider these platforms in your marketing strategy.
With millions of engaged users in the United Kingdom across a range of platforms, identifying which platforms are of most benefit to your business is important and doing this allows you to optimise your social media strategy.
The most popular platforms are Facebook, Twitter and Instagram from a customer-facing point of view. These platforms allow you to post images, video and written content to your followers and audience.
When posting on social media it’s important to give thought to your content and consider what your customers want to see. Whilst it’s great to share your products and services, it’s essential to avoid making your social platforms too sales led. Alongside your more sales-oriented posts you should consider sharing lighter-hearted content or popular, on-trend topics. For your audience to share content it needs to be of value to them so by taking this approach you are immediately making your business more relevant.
What if you already have a social media presence, how do you go about reaching more people? This is very much a question of the moment. Recently, the leading social media platform, Facebook has changed the way it shares content on its site. More emphasis is now placed on displaying content from the user’s friends and family over that of businesses. It’s hard to ignore that Facebook is increasingly becoming a pay to play platform and this means that you need to start considering paid advertising on the site.
Whilst this requires time and financial investment, the good news is that the return on investment on Facebook is high and you have a range of targeting options to reach out to your ideal target audience. When it comes to Facebook advertising a little goes a long way, so if you’re starting out it’s worth learning the platform by placing ads with small budgets initially. Adverts can be boosted either directly through a post or by setting up Facebook Ad Manager for your business.
Website Best Practice
If you’ve utilised Google My Business and set up a great social presence, the end destination of all of these platforms should be to get a customer to your website. After investing time and budget into your advertising it’s important for your website to deliver.
Your website is your ultimate online shop window and should provide your visitors with all the information that they need to make an informed decision. With any website, it is important to consider the user journey to ensure that your customer’s experience is effortless on a range of devices.
Today mobile web browsing leads the way so with this in mind, your website should be responsive across both mobile and desktop devices and should also sit on a secure domain. Google now gives precedence in search results to websites that sit on a secure domain over those that are unsecure in an effort to make the internet a safer place.
You can check if you’re secure by looking at your websites URL. If it is prefixed by HTTPS, this means that your site is secure. If it’s HTTP, this means your site is unsecure and we would strongly recommend that you have this addressed as a matter of priority.
These days customers are time poor so it’s essential your online offering is well presented. Consider your content and ensure that it is as up to date as possible. If you are promoting products or services critique your images and consider video if possible. Engaging content is loved by Google so not only will adding additional content to your website satisfy your customers, but it will also serve to yield better results in search engine rankings.
So there you have it. With a whole host of ways to promote your business, it’s important to take a moment to consider the platforms and methods that you are currently using. If you are not using some of the areas mentioned in this article already, please take a moment to explore these further. A little effort goes a long way and results can be seen even on a budget, so what are you waiting for?