Marketing Strategies to Fuel Your Business Growth
The “why” behind the marketing for internal growth of a business is simple: you want to ensure more people are aware of and interested in your solutions. You want to engage your target audience. You want to expand your reach, strengthen revenue streams, bolster your position as an authority in your space, and, of course, make those sales.
The “how” is more challenging. Questions as to how to market a service or product, and how to market yourself as a brand, loom large as you navigate the growth stage of your company. Where do you start?
Marketing for Business Growth
What can you do – today or in the near future – to facilitate business growth? When it comes to marketing, there are several steps you can put into action:
Leverage Google My Business
If you want a step that you can take today, it’s claiming and verifying your Google My Business page. And if you want a step that will make a significant impact on your marketing efforts, it’s utilizing your Google My Business page to the fullest. Yes, it is that important.
GMB is a Google platform, and as you may guess, the world’s largest search engine places great stock in its own properties! This is a huge ranking factor and will help position you more favorably on the results pages. With GMB, you have the opportunity to share critical information like NAP (name, address, phone number), as well as business hours, star ratings, review snippets, photos, videos, insights, and more. It’s a critical factor in being “findable” to those who are searching for products, services, and solutions just like the ones you offer.
Create High-Quality Original Content
Developing and sharing informative, educational, and relevant content is one of the most critical steps in marketing for business growth. Content marketing helps accomplish a number of goals, from raising awareness to driving conversions to increase profitability. It is not a nice-to-have anymore; it’s a must-have.
While the blogging craze of the early ’00s has simmered down, make no mistake: this is an invaluable brand tool. Consumers read three to five pieces of content before making a purchase decision, and they are savvier than ever. They are hungry for information. When you provide it, you position yourself as a trusted authority. You’re not making a sale: you’re educating. This is the difference great content makes.
At the same time, you also drive traffic to your website and begin to cultivate those all-important backlinks, which improve your search engine result visibility. If you’re wondering how to market a service or product, the best way to start is by giving your audience pertinent information.
Employ Search Engine Optimization Best Practices
SEO is alive and kicking; arguably, it’s more important than ever as the search and competitive landscapes grow increasingly crowded. SEO is the science (and art) of improving the quantity and quality of traffic to a website via search engines. You are essentially shining a spotlight on your brand’s digital presence.
SEO is a multifaceted field, so it is critical that you focus on:
- On-page elements that raise your status, including targeted keywords and keyword phrases, optimized titles, and metadata, optimized images, and captions, optimized URLs, etc.
- Backlinks. These are sites that link back to yours, thus increasing your authority – and your ranking in the results pages.
- Site performance. Think speed, load times, user-friendliness, security, etc.
Strategize Your Social Media Efforts
Everyone loves a good cat video or funny meme. But social media for brands is more than popping up a catchy post (though that’s good too!). It’s all about strategy.
Use these platforms to expand your reach, promote new products/services, engage your community, and, crucially, share information that is useful to your audience. Social media is geared towards interactions; you’re not a talking head, but rather a voice leading a conversation in your space. As with content, prioritize quality, originality, and authenticity.
Be sure to create a content calendar, posting with regularity and linking back to your website. Always respond to comments and inquiries – and remember, this is a perfect forum for asking questions and generating useful feedback that you can use to fuel business growth.
Don’t Neglect Email Marketing
Email marketing has the single best ROI of any other marketing technique, which may come as a surprise to many. But think about it: how often do you check your email? Do you rely on it to convey critical messages? To do business? You, and billions of other people. This makes it a prime place to concentrate your marketing efforts.
At the same time, our inboxes are all cluttered, and we have developed exceptional filtering skills. To stand out, your email communications need to be relevant and targeted. They need to compel people to take action. Personalization is essential, as are triggered or drip campaigns. These send the right email to the right person at the right time – and lead to completed calls to action and conversions.
Great content doesn’t exist solely in the form of blogs, articles, whitepapers, and ebooks. In fact, other mediums deliver exceptional results. Create:
- Videos. Everything from tutorials to day-in-the-life videos captures your audience’s attention and compels them to take the next steps with your brand.
- Podcasts. These are on fire; everyone loves a good podcast. Don’t miss out on the opportunity to disseminate relevant information and engage the people who will help grow your business.
- Webinars. This is your chance to solidify your position as an authority in your field while educating people on your offerings. Brainstorm catchy topics, and leverage them into conversion opportunities.
- Gated content. Reserve some of your best thought leadership for gated content. You don’t necessarily need to have people pay for this content (but you can); instead, you can offer it in return for contact information or another completed CTA.
Find the Right Partner
Marketing for business growth is complex, as are the challenges you face during this stage of your company’s life. While some steps, like claiming your Google My Business page, are completely DIY, others are more involved.
So ask yourself: would you rather be working on these nuts, bolts, pulleys, and wheels – or would you rather be working on your business? If you choose the latter, then partnering with an agency that can help you meet your business-building goals makes sense.
Contact AMB Performance Group, and get ready to take your business to the next level.