Most business owners agree that they would like more customers, but generating traffic for a smaller product or service can be challenging. Especially when larger brands dominate the industry.
Smaller businesses tend to understand the importance of marketing but often don’t know how to create a strategy that will get them more clients. They also feel they don’t have the budget or time to create a strategy that works.
Having spent years as one of the leading digital marketing consultants in Manchester, we believe successful marketing should be available to everyone, no matter what your budget or goal and while a smaller budget or a start-up may take a little longer to gain traction if the product is good, the results will always come.
That’s why we wanted to put together a short, actionable marketing framework which we have generated from our years of agency experience. While every niche requires a slightly different approach the fundamentals are ultimately the same and this has worked for all of our clients.
Here’s how you can generate more traffic for your business today.
Build a buyer persona
The key to running a successful marketing campaign is to understand your audience.
You might think you know your audience but you will often be surprised.
By building a buyer profile that focuses on the pain points and desires of your target clients, you will be able to target your prospects more effectively and avoid wasting time advertising in the wrong places.
We did some work around this for an influencer who runs a YouTube channel offering advice to parents.
The aim of this project was to grow their subscriber base and as a result, increase brand visibility.
In order to achieve this, we spent time researching the buyer persona. This focussed on the top Facebook pages the target audience were engaging in, as well as other places they were spending their time online. This helped us to identify their purchase behaviour and what the pain points and desires of the target market were.
We were then able to identify the categories / interests we should target ads towards and put a strategy in place for building organic content that relates to these interests, pain points and desires. This content could then be linked back to the YouTube channel to increase the client’s subscriber base.
If you understand your customer’s real challenges, concerns and needs, you can optimize your site for them, address those concerns first-hand and build an experience that solves their problems and as a result grow your sales.
Omnicore states that “63% of marketers are creating content with buyer persona in mind above all else”.
So how do you translate a buyer persona into traffic?
Start by building a buyer profile focussing on the pain points and desires of your target clients. You can do this by creating an online survey answering these questions:
- What do they want? / What are their fears and concerns?
- Which products and services do they consume?
- What are their habits?
- Where do they spend their time online?
- If someone could solve a common problem for them relating to the product or service what would that be?
- What are they interested in learning more about?
The answer to these questions will have a profound influence on where and how you advertise.
All advertising should be geared towards a single customer avatar (a profile of the typical customer) and speaking their exact language in order to motivate them to purchase based on drawing awareness to their desires and pain points.
This is vital in determining the strengths and weaknesses of your competitors.
Knowing this information will help you develop strategies that will set you above your competition and help you firmly establish your USP. This will help you stand out and ensure you can deliver a better service for your competitors.
The first step is to research who your competitors are. You can discover your top competitors using SEMRush. This tool will show you how well your competitors are performing online, what keywords your competitors are bidding on and then you can use these in your own ads and copy.
Below is an example of what this looks like on SEMRush when you put in the domain for Amazon.
We recently created a Facebook Video Ad for a Blockchain client that focussed purely on their USP. The video’s purpose was to highlight the benefits of their bank.
This lead to a 30% increase in traffic.
It’s also worth looking at the content your competitors are producing. What areas can you outshine them in? Buzzsumo is a great tool to use for analysing what content performs best amongst your competitors. You can then create content that is even better.
Take a look at your competitor’s website. What are they doing that you aren’t that helps them rank higher in Google?
Look at their social media presence. How do they use these platforms to market themselves? Do they post regularly? Do they get a lot of shares / likes?
By answering these questions, it will help you to determine the sorts of content you should be making and where you should be posting it.
Competitor research will also help you define your USP and put you ahead of the game.
Web Design / Compliance
Even if you feel you have a clearly defined marketing strategy. If your website is not up to scratch, all your marketing efforts could end up being a waste of time.
Your website is usually the one place where a potential client will make a decision whether to go with your company or someone else’s.
If you run an advert that takes the buyer to a poorly designed website you will receive a higher bounce rate and fewer conversions.
Not only will a good website help with your ROI, it will also help with SEO (Search Engine Optimization). If your website is responsive, easy to navigate, enables you to input custom Metadata and tags, is trust-worthy and has the function to keep creating content, you will be on the right track to meeting your marketing goals.
In terms of website load speed, achieving a speed test of 2 seconds is a great benchmark to aim for. GTmetrix is a good site to use for checking your speed test.
We recently did some work for a Financial Services Company. They wanted to promote a new client portal. This is an online space where clients can work with an independent financial adviser to manage their finances.
From here we created a landing page that highlighted all the benefits of the client exchange along with an actionable plan of what ads to run to help promote the page.
You can view the finished landing page here. We’ve included some screenshots below. The bespoke landing page has lead to a 200% increase in leads for the company.
Content marketing is a great way to show your prospective customers that you are a ‘thought leader’ in your industry. It will help you gain trust and build social proof, which will inevitably result in more sales for your business.
A great way to do this is to be able to offer free value up front that solves your customer’s problems. (Like this article you’re reading now)!
Gary Vaynerchuk has written a great book on this marketing principle called ‘Jab, Jab, Jab Right Hook.’ It focuses on social media marketing and how to deliver great content before you ask for anything in return. It is certainly worth a read as it will give you some great ideas for building content.
The main idea to take from the book is to offer free valuable content to build up awareness and love for your brand and then ask for something in return. Ultimately you want to be delivering 80% free value and 20% asking for a sale.
Understanding the sorts of content you need to create will bring you one step closer to hitting your marketing objectives.
As you would have defined your target market by this point, you will have a clear understanding of what their needs, interests and concerns are. With this information you will be able to create content that will inform and entertain them, while providing significant value.
In order for this to be effective, you need to post valuable and relevant content consistently. Put a schedule together for creating new content regularly. For some companies, this might be posting daily and for others, it might be every other week. The important thing is to create a schedule you can stick to.
In Neil Patel’s blog “38 Content Marketing Stats That Every Marketer Needs to Know” he states that “60% of marketers create at least one piece of content each day” & “42% of B2B marketers report that they’re effective at content marketing”.
By creating regular pieces of content, whether it is a blog, video or Infographic, you are continually educating your audience and building a stronger reputation for your business online.
You should also create online content with back-links to respected websites for your website and vice versa website as this will raise your domain authority and have Google rank your website higher. A good way to do this is through Guest Blogging.
We also worked with a client in the wellness niche who wanted content creating to promote their audiobook and journal.
As we are experienced in improving clients SEO and social media marketing in Manchester, we built a Facebook Page and created a variety of content consisting of Blogs, images with inspirational quotes and inspirational videos.
We then ran a Page like campaign to boost posts and create more brand awareness. The client’s budget was small but within a single week, we had already generated over 2,000 brand new followers to their page, many of whom downloaded their audiobooks.
Off the back of this we were able to build a content funnel that consisted of posting regular content, offering free valuable advice that would encourage people to go to their website and sign up to receive more free gifts in exchange for email capture. Here’s an example of the kind of content we would post:
Creating a sales funnel that works
Creating a successful sales funnel is key to generating more leads for your business.
This is all about creating the perfect journey for your prospective buyers, which will result in them becoming your client or customer.
The diagram below shows the different stages that the buyer will go through, starting with grabbing their attention and making them aware of your product/service, ending with them taking action and purchasing your product/service.
The key to creating a successful funnel is being able to generate traffic so you can build your list and then convert these into potential customers.
To begin with, you need to grab their attention by building awareness of your brand and showing them how your business will benefit them.
For many companies, it makes sense to try and capture an email address from your target prospect in exchange for a free valuable piece of content. This could take the form of an eBook, case study or a free trial. The important thing to remember is that at this stage of the cycle the potential customer is still deciding if you can help them and provide them with what they are looking for. Therefore, the free content needs to be high value and solve a problem. This will encourage them to trust you and they will likely return for more information and advice.
If you get the middle of the funnel right, they will likely keep going and make the decision to take action. At this stage, it is all about being able to sell.
At the bottom of the funnel, your potential buyer will be researching more about your business to help them make a better decision whether to go with you or not.
Retargeting and providing offers work well at this stage. For those that have reached this far but not taken action, you can retarget them by providing offers and reminding them of you. This will give them another push to go ahead and make the purchase.
The factors you need to get right, in order for your sales funnel to be a success are:
- Create an excellent landing page.
- You then want to drive traffic to your landing pages through paid advertising.
- Be active on social media.
- Keep building content and use this to build lead magnets and capture email addresses.
- Create an email marketing campaign
As digital marketing consultants in Manchester (but with clients across the UK). We have created many sales funnels for a variety of clients. For example, while working for a travel app company we built a sales funnel that focussed initially on offering free travel advice on a variety of forums, such as Quora. Off the back of this, we wrote a variety of blogs, again offering free valuable content that leads people to their website, which ultimately lead to more sign-ups.
Make Marketing Profitable.
You need to make sure that the ads you implement will make your business money, not cost it money. Therefore, making sure your marketing is profitable is essential for the success of your campaign.
This is about knowing your company’s profit margins so that you know how much you need to make back for every pound you spend on advertising in order to be profitable.
This is known as cost per acquisition, CPA.
You can then set an ad budget that is workable for your business and goals.
By looking at you ROAS (Return on ad spend) you can see how effective your campaigns are and whether they are worth the money you are spending on them.
If you choose to run any paid ads, such as Google Ads you are able to track your ROAS. This looks at the returns to what you spend on ads to what you made in conversions. This is why it is important that you have set up conversion tracking correctly, you know what a conversion is worth to your business and you know what your profit margins are.
The higher the conversion rate, the higher the ROAS.
ROAS is worked out by taking total revenue/conversion value from a specific ad and dividing it by the cost of running that ad.
However, relying on ROAS data alone can be slightly inaccurate. This all depends on the goals of your ad campaigns and the conversions. For example, a conversion might not mean a sale for some businesses, it might mean them signing up to a newsletter, so you need to bear this in mind when trying to work out your return on ad spend.
Understanding your ROI (Return on Investment) is another factor that will help you work out if your marketing campaign is making you money. It will help you to identify what you are getting for the money you spend?
To work this out you need to know what it costs to produce your product or service, as well as knowing your marketing costs and your revenue.
The sum for working out your ROI is as follows:
(Total Revenue- cost)/ Marketing cost= ROI
As long as your ROI is above 100% then you are making money.
Impact gives the following as an example when working out ROI of a marketing campaign:
Let’s say your company has invested £3,500 in a particular Marketing campaign. This campaign has generated £9,725 in additional sales for your business.
Now let’s plug those numbers into the formula:
(9,725 – 3,500) / 3,500 = 1.78 = ROI of 178%
That means for every one pound you put into this Marketing campaign you get your one pound back and then an additional £1.78.
As you’ll now understand, marketing isn’t just helpful, it’s essential.
What is great is that you don’t necessarily need a big budget and the process doesn’t need to be complicated.
Take the time to put together a marketing strategy that is right for your goals and budget and you will scale your company.
As marketing consultants based in Manchester, we have helped a lot of companies achieve their goals. From building marketing strategies and PPC packages to creating content and running ads that get results. We have worked with a variety of industries including TV, finance, travel, tech, health and wellness. It doesn’t matter what sector you are in, all our principles are the same.
We love what we do. The best part is seeing how happy it makes them when they get the customers they deserve.
We will market your business with the same quality as a top UK marketing agency for a small fraction of the cost. If you would like to work with us feel free to get in touch at firstname.lastname@example.org for a free, no obligation consultation and quote.