This needs to be said upfront: If you want your online business to take off, you are going to have to make some serious marketing moves. The PPC tools for advertising campaigns that worked yesterday are still quite relevant today. You are going to have to learn all about the top-of-the-funnel techniques that separate successful web businesses from those that can’t quite make it to the next level.
SEO is a part of the online marketing puzzle. Search engine optimization is still something of a black box. It is all about getting to the top of a Google search page. No one builds their business by trying to optimize for Bing. The challenge, of course, is that no one has full knowledge of how Google’s system actually works. Everyone is doing their best to game the system. But Google makes adjustments and changes often enough and radically enough to keep things under control.
That is why talented online marketing groups are constantly shifting their strategies and upgrading their approaches. You need these companies and their services if you want to have a chance to rise to the top in a way that doesn’t depend on chance. But a crack marketing team is not the end of the story. You can do even better than you are by looking beyond marketing and trying the following tips:
Get Better at Documentation
There are a lot of people who visit your site, look at your offerings, and leave empty-handed. One reason that happens is they didn’t find the information they needed to make a buying decision. What information they found was confusing and unclear. Your grammar-checking software is not enough. You need technical writing software to help you make a clearer presentation of challenging concepts.
People are more savvy shoppers these days. We have all been scammed at least once. If they visit your site and see unclear technical information, they will bounce. The web is full of fake news sites, fake products, and fake services that are designed to make you believe you are dealing with a legitimate business.
Once they have your confidence, they move in for the big ask. Your site can’t look like that. It becomes a liability if you have incorrect facts, poor grammar, and poor spelling. There are mistakes you can’t afford to make when you are asking for money. Better technical writing can make a big difference in lending legitimacy and trust to your efforts.
Better Social Media Presence
This isn’t about social media marketing. That is a very important part of the equation. If you are not savvy about social media marketing, you need to hire someone who is right away. However, that is not the only thing to know about social media. One of the first things you need to know is what not to do.
Don’t go to sites with discussion boards to post ad copy and links to your site. That is called spam. It will get you reported, banned, and hated by everyone on the site. Many will punish your clumsy effort by giving you bad reviews everywhere they can.
Instead, use social media to respond to questions and complaints about your products and services. Respond quickly and never with anger or frustration. Be the customer service they should have received in the first place. Let the marketers sell. You can do more good for your efforts on social media by earning repetitional points and putting out brush fires.
Make Your Website and Services Accessible
Accessibility is not a cynical ploy to gain more customers. Like social media, it should be viewed as a way to be of service to more people. Some companies integrate accessibility into everything they do because it matters. And other companies seem to do it only so they don’t appear to be lagging behind.
You should invite mobility advocates to do an audit of your offerings so that you can know how best to serve people with special needs. Just being sure that fonts are large enough and everything can be read by a screen reader will go a lot further than you think.
If you have an online business, you absolutely have to market as if your success depended on it. But go a little further and do even better by doing better technical writing, utilizing social media for the good, and being more accessible to more people.