How to sharpen your marketing

Right now, it is harder than ever for a small business to stand out online.

While we wait to see what fresh challenges are coming our way thanks to the Coronavirus pandemic and the impact of Brexit, the online marketplace is getting more and more crowded as everyone from the local real ale shop to the biggest labels and department stores pour more and more of their resources into their web presence. We are all trying to keep up, to keep our heads above water, and to find new customers while keeping loyal ones.

With everyone doing more and more of their shopping and business online, you cannot afford to have your website letting you down.

So, how can you make sure that your online presence has the personal touch without sacrificing functionality? Well, here are a few tips to help you get started.

Think about how your social media is working for you

One of the best ways to draw potential customers to your website is through social media, but if you don’t have a clear strategy, you could be wasting a lot of time and resources. It’s important not to treat your social media channels as a chore or an obligation. Really, it’s one of the best ways to establish your business’ unique identity and personality in sea of competitors.

Start by thinking about which channels actually fit your business and focus on those, don’t waste time posting on channels that are giving you nothing in return. Remember to keep it personal and personable, and engage with your followers. If your potential customers see that there is more than just an automated link-posting account, they will follow.

Get organised with a business marketing platform

When you’re running a small business, it can often feel like there is simply too much to do and not enough resources to help. When that happens, website design and functionality can often take a backseat to the most pressing issue of the moment. However, the larger issues that your site suffers are not going to go away. They simply get bigger and more complex, and untangling that mess of knots is going to become more and more of a nightmare.

So, why put yourself through all that stress when there are tools available to help? You may have heard of some of them, but if you’re asking “What is HubSpot?” then allow us to make it simple. HubSpot is a platform for businesses the connects all the disparate but essential elements and begins to make them work for you. Everything from customer journeys to content production begins to connect and work in tandem to reduce friction and improve customer and client satisfaction. This guide to using HubSpot breaks down all the ways it can help you and the people visiting your site.

Think about what role your content is serving

If you have ever taken an online course in web design or content marketing, then you will know that the content that you have on your website should be fulfilling a range of needs. It needs to be expert enough that you establish your credentials to your visitors, it should be accessible enough that you don’t end up alienating potential customers with too much dense jargon, and it should be SEO optimised to help boost your search rankings. This is why, much like your social media channels, you need to make sure this isn’t just a job you leave to the end of the week. “Write a blog on Friday” isn’t good enough. As Google continues to refine how it displays results and your competitors churn out blogs and articles relentlessly, now is the time to take a step back and plan your content schedule. Think about what it says about you, and how it helps your visitors take that step towards becoming customers.

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