Running a small business requires more attention and effort than most people are able to conjure.
When new business people first start off, the toughest part of their business is not being able to find new customers. The ones who stay in business sort this out soon enough.
The next problem for this group becomes, how do they most efficiently handle growth. They’re at the point where new clients are coming in and buying, which introduces a new set of problems that must be solved. If the owner begins to devote too much attention to order fulfillment, chances are high that their marketing efforts will taper off. Before long, they’ll notice new sales dry up, putting them right back in the position they started from.
Anyone in this boat will quickly realize that a much better plan is to have a steady stream of business flowing in at all times. Consistency will allow a small business to grow more readily than “hot or cold” periods. The best way to achieve this effect is through the use of strategic digital marketing done consistently. Business is a whole lot more like a marathon than it is a sprint. Small businesses that aren’t growing consistently don’t stand a chance. The fact that they’re not able to grow fast indicates a fundamental marketing problem.
Use the Right Strategy to Gain Consistent Sales
It’s important you select the right strategy to gain sales consistently. Small businesses, whether they’re selling hard goods or services, have trouble keeping up with sharp increases in demand. In the case of hard goods, the owner may have trouble purchasing enough supplies. With service businesses the danger is that the company bogs down with the work involved in completely current orders. If they’re not careful, they neglect the new customers who are coming in. These days, people don’t sit around and wait for a company to get things right. They’re fair more inclined to use the voice that social media gives them to express their displeasure at your service breakdown. If this happens, momentum often swiftly shifts and sales plummet. It’s easier to avoid this whole kerfuffle by following a disciplined strategy that allows you to fully assimilate new clients and business in a way that’s satisfactory for all.
Here are four major points to keep in mind when you configure your basic digital marketing strategy.
- Targeted marketing matters most of all.
- Qualify buyers when possible.
- Spend the bulk of your time working on the things that bring you in the most business.
- Experiment, but test everything.
Target the Right People to Get Optimal Results
The biggest advantage of digital marketing is that it allows for perfect targeting.
As John Wanamaker famously said in the early part of the twentieth century, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
If companies knew that every ad they ran would result in more sales, the art of marketing would become very easy indeed. Although a 100% conversion rate is not likely, modern digital marketing methods are gaining in accuracy every day. As major social networks have amassed tons of data on their user’s habits, selling to them becomes a matter of crafting the perfect message and then displaying it to the right people at the right time. Anyone who is starting out with a digital marketing campaign would be well served to identify their ideal prospects as accurately as possible right from the beginning. That way, paid ads will be extremely effective.
Identify Who the Buyers Are
One reality of selling online is that many times even perfect visitors just won’t buy. The real challenge in cases like this are figuring out what caused them to strike out.
You need to ask yourself some piercing questions. Is it the traffic source? Is the offer wrong? Since several of the pieces fit together to result in sales, the answer to the question of why a seemingly ideal candidate didn’t buy from you may be out of your hands. It could be a budgetary issue on their end, or something that’s not completely tangible. Whatever you can do to improve your understanding of why people buy and don’t buy needs to be undertaken. Feedback after sales is one quick way to learn more about the actual reasons people became your clients. The more you know, the easier it is for you to set the dials for successful digital marketing campaigns.
Focus on High-Value Activities Primarily
The main benefit you derive from outsourcing digital marketing is it frees your time up to work on the activity areas where you make the bulk of your income.
It’s unknown why people do it, but many small business owners have a tendency to jump out of sequence and to direct their activity to areas that are not profitable. These folks are missing out on the power of focus. Focusing on the highest value areas of your business will allow you to earn the highest revenues. If you suddenly take away time from doing the things that earn you the most just to start fiddling with low-value areas, you lose money.
The concept is simple and has to be grasped. You outsource your digital marketing efforts because that’s not your core competency. Let someone else do the heavy lifting for you.
Constantly Innovate, but Be Sure of the Results
There’s no question you’ll want to mix things up when you’re operating your business. Innovation is always a great idea. However, it’s worth pointing out that you need to take testing very seriously when you make the kinds of changes that may affect your marketing and sales strategies.
Testing should become second nature to you if you are constantly doing your digital marketing. Test. If things work then reinvest. That’s how you’ll be able to climb the mountain in your business neck of the woods. When you test, you have a level of control that your competitors who are not as diligent could never hope to surpass.
Outsourcing Digital Marketing Is the Right Move
When you finally accept the decision to move to outsourced digital marketing, your sales will begin to firm up quickly. All it takes is a winning digital marketing strategy and a committed plan to achieve the goals you set.