This is a question that we get asked a lot by clients who are struggling with more traditional sales and marketing techniques and finding despite investing significantly in these channels, they are struggling to achieve the ROI that they are looking for.
You will be pleased to know that building a strong online presence does not have to break the budget, but it will require thought and a clear strategy if you are going to be successful and stand out from the crowd in a busy market place.
So what should you consider when building your online presence?
1. What am I trying to achieve through building my online presence? Make sure your goals are SMART, Specific, Measurable, Attainable, Realistic and Timely.
2. Who are my customers? What challenges and goals are they looking to overcome or opportunities are they looking to exploit.
3. Where is my audience online? and how do they like to consume content? Is it through: videos, blogs, ebooks or webinars or something else?
4. Once we understand the answers to these questions we can set about building our online content strategy. This should look to give our customers content they will love, that will help them achieve their goals, will be found in their go to channels and will be in the format that they love to consume.
Sounds simple right? and it can be once you have taken the time to understand your customers hearts and minds, the rest is a logical and systematic approach to delivering this to your customers consistently to give them more reasons to love you at each stage of their buyer journey. This is where the real work comes in, we now need a great content plan which we will continually review and assess for results so we can continue to tweak and improve on as we go.
Download our step bystep guide to inbound marketing here.