Google Search: Have you looked for your business?

What happens if you search for your business on Google? If not, you could be in for a big surprise. From complaints from a dissatisfied customer, to strange messages from internet strangers.

But what if you search for your business and nothing turns up? Nothing good, nothing bad…nothing! This isn’t necessarily a bad thing, but rather think of this as a great opportunity to begin building a positive and profitable image. One that attracts clients and gets the projects and income rolling, while at the same time helping to position your company so that it appears first in the search engines, because…

If your company is not easily found on the internet, it (basically) does not exist

This is a fact. Gone are the days of walking down the street in search of a paint store, cold calling businesses in the phone book, or asking acquaintances which dentist they recommend. Approximately 75% of users rely on what they find on the internet to determine what businesses to use. Keep in mind that the opinions of others can help or hurt that initial impression. 

Hasn’t it happened to you that, when you heard the name of a company, you gave it a quick Google search to see what you could find out? If that company isn’t easily found, it quickly loses credibility, damages its reputation, and could cost them a customer.

In the long term, everything you publish on the internet, from tweets to comments, is just a small piece of the bigger picture: your online image.

How can an internet presence be of service to you and your personal or professional online image? 

Here are 6 things to consider:

1. Analyze yourself first

See if you can find yourself on Google or on social media, and read the last things you’ve published. What kinds of messages are repeated? Do they communicate in a more positive or negative way? Does it have any connection to your line of business or your professional career?

This will allow you to get an idea of ​​what you are communicating to the digital world, and help understand how others may perceive your online identity. You could even go a step farther by asking your contacts to define you in one word for more direct feedback.

2. Set goals

Once you have analyzed yourself and what you are making known to the world, it is time to put online media to work for you. To do this, you must set attainable goals and objectives: what do you want to achieve and in what way?

Gain clients? Increase sales? Improve service to your existing customer base? That you build a more honest and trustworthy reputation? Attract leads to your page? You define your goals, and from there your online presence can begin to work in your favor.

3. Choose your media

The wide variety of social networks provides more options than ever, and, according to your goals, it will be easier than ever for you to choose the best fit(s) for you.

Maybe you can integrate Facebook or Twitter into your business, out of habit, and those can be your main networks, or you may reach out to a younger audience through Snapchat or TikTok. Show off your photography or design skills by publicizing your portfolio through Instagram and Pinterest, or even give a more thorough and fun approach via YouTube

LinkedIn is a great networking tool for professionals to communicate. Choose a network that is comfortable for you or aligns with your audience, and use it. 

4. Create value

Studies indicate that we are exposed to around 3,000 advertising impacts daily. This represents around a million impacts per year! If you want to stand out among the sea of ​​content that bombards us each day, you must create content that contributes something new or memorable to those you reach out to.

5. Don’t neglect the networks

We know that with traditional work it can be exhausting to add another responsibility to your plate. At the end of the day, this process shouldn’t be a burden. It’s not about posting every half hour, it’s about how good the content is. Quality over quantity. 

To overcome this fatigue, try to plan ahead. It is better to establish a calendar of topics that you want to publish throughout a given period. Some tools allow you to schedule your posts in advance to take the worry away. Remember to encourage feedback and review the responses to your posts. Reply in a polite and timely manner to both improve your online image and build a better reputation.

6. Integrate your online and offline credentials

Social networks, blogs, and web pages become extensions of your offline image, and complement it so that friends, family, clients, and business contacts know more about you and your company.

The importance of SEO goes beyond the web

We should be clear about the meaning and definition of “SEO,” which means “Search Engine Optimization.” SEO brings together a series of techniques and strategies in order to ensure your websites is more visible, and appear in those critical first results, when a user searches for your company, services, or products offered on Google or any of the other major search engines.

Before deciding which marketing option to use to enhance your company, consider the goals you set earlier. Whether you are concerned about the future of your company, or want to maintain your presence, you can bet on SEO.

SEO is the only customer acquisition tool that:

  • Shows long-term stability
  • Offers the cheapest acquisition cost per lead (contact) on the market
  • Does not usually face unexpected price increases
  • Maintains ideal operating conditions without sudden loss of effectiveness.

Since SEO is a tool that achieves long-term results for Google searches when used correctly, you can think of it as the best option for creating and maintaining growth, generating future sales, and taking care of the hard work for you. The digital world is unavoidable, so now is the time to build a lasting, positive online presence!

Strategies for Bolstering Your Social Media Presence

Social media has become the communication method par excellence for the majority of the population. Social media allows us to interact with people anywhere in the world, gather news as it emerges, and nurture our interests. 

Thanks to social media, it is easier to interact with the public, advertise content, and reach potential clients. We can even discover communities that are attracted to our business offering. 

Strategies to position your business through social media

Several studies have shown it is increasingly difficult to keep our attention focused. In fact, capturing the attention of potential customers is even more difficult in a digital age.

To overcome this challenge and achieve the expected success, it is not enough just to publish constantly. It is necessary to take into account certain strategies. What strategies should we employ? 

Meet the public on social media

We should use social media to identify and segment our target market and ideal customer. Leveraging social media ad targeting and communities/groups strengthens our ability to discover our customer base. 

Create a valuable lead magnet

Lead magnets allow us to capture leads. A lead magnet is content we give potential customers to generate interest in our business. A lead magnet is offered in exchange for a potential customer’s email. Lead magnets are powerful, because they allow us to build a database of potential clients who have given us permission to market our product to them. 

We can offer  a variety of content as a lead magnets through social media, such as: 

  •  eBooks
  •  Free trials or product demos
  •  Tutorials, manuals, and guides
  •  Podcast
  • Checklists

Focus on clarity

One thing we should remember is to maintain clarity in our communications. If we write too much or diverge from the point, we can easily lose our customer’s attention. Some have said we exist in an “attention economy,” where digital marketing is as much about keeping attention as it is selling a product. On social media, focused attention exists in short supply.

 Create stories

In particular, social media is a great platform for creating stories that captivate an audience. To do captivate an audience, we must create a compelling story with a hero and an obstacle they have to overcome. However, to create a story that converts, we must not be too pushy or spammy. Creating a story is not easy, but a powerful story grabs attention and sells product. 

Reward the Audience

Rewarding our audience for following us on social media, subscribing to our content, or buying a product is a great way to get the attention of potential customers and promote our business. We can reward our audience with discounts, premium content, or other perks. However, we must be careful not to over-reward our audience, lest our efforts lose their power. 

Apply SEO Proper

The stronger the SEO more likely people will access our sites; therefore, it is important to use keywords and and conduct on-site and off-site SEO. Use SEO plugins like Yoast on WordPress to maximize our site’s potential. 

Good SEO is not only based on the content, though. We should ensure the images, links, videos, web design, loading speed, and parts of the site are functioning properly and work flawlessly. Here are some other important factors to consider: 

  • Have clear and friendly menus, with internal search engines and categories for content
  • Have buttons to share content on social networks
  • Use buttons to follow the site on networks

Your site must be able to adapt to different devices

Promote interaction on social media

Social networks allow us to interact easily with users. So we should make our audience like feel part of a community. We should give them the option to comment or interact in some way. 

Further, it is important to generate organic engagement. Strategies such as interest debates, surveys, content groups, and problem-solving can help us get closer to our followers. If we promote this type of interaction, it will inevitably cause our business to grow and evolve because we’ve simultaneously created a burgeoning community. 

Provide quality content

Remember it is not enough for your company to have a profile on different social networks. It is also necessary to have a blog to provide value to the general public. In this sense, it is important to generate quality content that resonates with users and is differentiated from our competitors content. Creating content that looks and feels like everyone else will not make us stand out above the crowd.

Our content must be interesting, pleasant, dynamic, and easy to grasp. The content should include photos, infographics, videos, podcasts, or webinars. People have a tendency to gravitate toward visual content that resonates with them on an emotional level. 

Set posting times on social media

We must know the best times to publish content on social media. This is essential to achieving more engagement. Usually, the schedule varies according to the audience and the content, but using Facebook Insights and Twitter Analytics will provide you with useful metrics regarding when your audience is most active.

Analyze the results

All of the strategies above are useful, but if we do not analyze and measure our results, they are useless. Leveraging metrics can give us insight into what we are doing right and what we are doing wrong. And some ideas that work for some companies may not work for others. The only way to know is to leverage data analytics to determine the proper course of action. 

Analytics help us understand our audience and the impact we are having on the networks. Sometimes it is not enough to have a great idea, we must also know how to analyze our results. The path to success on social media is about creating a great idea, marketing that idea, developing community, selling a product, and then determining your success or failure using analytical tools. 

Knowing Your Ideal Client is The Secret to Growing a Business

Knowing your ideal client will ensure your business grows…but it is not actually a huge “secret.” It just takes time and work to know them. Your ideal client is someone who is willing to adjust to the needs of your company. They are also fully willing to trust in your services.

It is essential for any business to know and identify its target market in order to gain traction. Understand that if you do not know who your potential customers are, you will not be able to design and implement an effective marketing campaign.

When you are in charge of a company you are tempted to say yes to any proposal or opportunity that comes your way.

Sometimes you may even go against your instincts and accept new clients, even if you know they aren’t the right fit. A lot of us do this to avoid losing a sale, which could also be a mistake.

How to identify your ideal client

The first step in determining how your product or service can benefit your potential client is to define the profile of your ideal client. Choosing the type of audience you want to work with is a process that requires time, consideration, and rethinking your business strategy. But it is necessary if you want to succeed. 

Reasons why you should define your ideal client:

  • Work exclusively with those with whom you are comfortable.
  • Fulfill your goal of improving your quality of life.
  • Encouraged to expand your services.
  • Focus your brand and marketing strategy more precisely, making it easier for your audience to find you faster.
  • Achieve that emotional connection with customers that all businesses desire.
  • Eliminate those types clients that do not jibe with your business

In order to focus in on your client, think about who they are on a fundamental level. You will start with think about basic demographic data and who they are on a fundamental level. Start with demographics: 

Demographic data:

  • Gender
  • Age
  • Location
  • Education level
  • Income level
  • Industry/Employment

Next determine what preferences and habits your ideal client possess:

Preferences and habits:

  • Interests
  • Hobbies
  • Passions
  • Types of blogs you are likely to read
  • What magazines do you read?
  • What makes you trust a new blog/brand/source?
  • Favorite books
  • Hobbies
  • What would you do on a day off from work?
  • Likes to travel? Where would I go

Then determine where your idea clients spend their time online and on social media:

Social Media / Online habits:

  • Do you use these networks? If so, how often?
  • Which network(s) or channels are you most likely to use to share information or recommendations with your friends?

Finally, decide what you want out of life so you can determine who your client actually is. These psychological factors will make sure you focus on the right ideal client.

Psychological factors:

  • Your primary need or interest in life?
  • Which are your biggest concerns or pain points?
  • What scares you or makes you feel frustrated?
  • Do you have any wishes?
  • What ambitions do you have?
  • Are you satisfied with your work?
  • Which ones are your values?
  • What objectives does it have?
  • If you buy your product, hire your services, or read your blog, how will it make you feel?
  • What kind of experience are you looking for when you are interested in a product or service?

There are hundreds of features and descriptions that can be used to create and define the profile of an ideal customer.

What happens when you meet your ideal client?

  • You can create an engaging communication message that catches your potential customer’s attention.
  • You create offers and promotions that arouse their interest.
  • Design products suitable for that ideal client that help them meet their needs or solve their problems. In this sense, I recommend that you read the following article: How to find a target audience.
  • Direct your strategies, actions, and efforts to attract clients who are really interested in your solution and are willing to pay for it.

How to create an avatar of your ideal client?

You just collected a lot of information. Now its time to design your idea customer avatar.

Design your avatar using two exercises:

  1. Grab a pencil and paper (or computer), and describe what your ideal client’s day is like, from the moment she/he gets up to the moment she/he goes to bed. 
  2. Once the description is made, define the profile of your ideal client, create the avatar or “buyer persona.” To do this, answer these questions on paper:
    • What is their name, sex, and age? Where do they work, what is their job and income level? How do they want to be treated?.
    • What are their goals and ambitions, what do they want to change (what problem do they have?), what is it that frustrates or discourages them and what makes them feel good?
    • What is their environment is like? how do they interact with it and what channels do they normally use for communcation?
    • What are their hobbies and what do they do in their free time? What do they usually do with their friends/family?
    • Who do they listen to and who can influence their decisions (including purchasing decisions).

What to do when you have defined your avatar?

Defining and having your ideal customer profile will allow you to understand your client. You will learn more about their problems and motivations. Having your ideal customer firmly in mind will allow you to create products/services focused squarely on solving their problems.

Doing this exercise will bring many benefits, both for you and for your company; among having more customers, generating more sales and, therefore, increasing your income.

Are you ready to define your ideal client? H2M Solutions can help you with that. Schedule a meeting with us here!

Also sign up for our newsletter and receive our COVID-19 Business Survival Guide. 

The Art of Out-Automating Your Business Competition

Many businesses don’t know much about automating their marketing. They spin their wheels when it comes to bringing in more customers.

They don’t know how to simplify the relationship building process, nor make interacting with their customers more seamless and consistent. Business owners end up juggling a bunch of minuscule tasks at once. Ironically, they end up failing to connect with their customer base. As a result, they lose more customers than they gain.

The piece they are missing is not necessarily a full marketing team or even a coherent strategy, although those items certainly help. What they are missing is an automated marketing system.

Automating Business Marketing in a Nutshell

There are many different interpretations on what an automated marketing system entails, and not all business people agrees on a consistent definition.

Automated marketing is the magic of letting a conversion funnel the series of steps a customer takes until they buy function automatically. It is a system of workflows that take care of tasks like reaching out to the customer so you don’t have to. It’s effectively the power of technology infused into the machinery of business.  There is actual evidence that business who embrace marketing automation will actually convert more leads and make more sales than businesses who do not:

An article provided some data on the differences: “According to the Aberdeen Group, Best-in-Class marketers are 67% more likely to use a marketing automation platform, with 87% of top-performing firms using this technology.”

So what are all the ways marketing automation can help businesses? 

  • Facilitate lead / customer generation
  • Segregate your audience
  • Relay ROI analysis and reports
  • Nurture your leads for you
  • Shoot out SMS reminders and automated texts
  • Provide automated reporting from your marketing dashboard

Implementing Automation & The Human Element

So what does it take to get automated marketing started for your business? It’s true, implementing automated marketing is a cost. The software costs. The professional or agency with automation acumen is also a cost. However, over the long term, automation will put your business into that 87% of top-performing businesses. At that point, the ROI will far outweigh the initial and overhead costs.

These solutions can be implemented fairly quickly, though. The business owners should simply be prepared to make changes regarding how certain business tasks are accomplished among his staff.

These types of marketing solutions will allow business owners to truly empower their business. It will provide a line of communication between their leadership and their customer, and also ensure that leads are treated like humans.

Some may believe sending automated emails to people is antithetical to being human. However, when people try to run their marketing processes without the help of automation, they may begin to miss leads and fail to connect with their audience. In this regard, they actually disconnect their business from their customer base. With automated marketing, connecting with customers becomes so much easier and cleaner.

If you believe it is time to automate your business, feel free to reach out and schedule an appointment. We’ll discuss whether marketing automation is right for you and your business:

Schedule a meeting here

2 Principles of Successful Marketing

Having marketing principles are everything, but many entrepreneurs forget that. Instead, they believe marketing is about sales; that it is solely about the bottom line.

In the past, that was true. A marketer was someone who just came up with ways to enrich a company – by advertising their products, and increasing sales.

This is still true, but it is only a fraction of the truth.

Marketing has evolved and become more personal, grassroots, and, dare I say, compassionate. Here is the big secret: Your customers prefer to have a relationship with you. They want to develop a rapport and get to know what you are all about. They don’t want to interact with a product or a faceless CEO at the top of a bureaucracy.

For example, If a woman likes to wear makeup, the reason she may choose to shop at a business might have less to do with the color of the product than the fact that the company promotes sustainability and sells environmentally safe products.

Or a family wants to feed their dog quality food, so maybe they visit the mom-and-pop shop that whips up gluten free biscuits in a home-like store in order to have personal contact with each of their patrons.

The Corporate Approach is Dying

Your customers have become more aware of sales tactics and business practices that eschew decent marketing principles. They need you to attend to their needs and desires. They enjoy specialty products and services that match their unique personalities and philosophies. The corporate world of one-size-fits all solutions just isn’t working anymore.

One Target Marketing Mag article mentioned the erosion of trust in the corporate world has driven consumers to explore smaller and more personal niche markets. The article went on to say that customers now crave authenticity.

But authenticity alone will not cause your business to explode with growth.

The Two Marketing Principles

So here is the question: how do you react to modern changes in the marketplace?

Here are my two principles:

  • Don’t JUST be about sales. Figure out how to connect with your customers. Get to know them and explore what they want and even what they are passionate about. Don’t let them become just numbers on a check or spreadsheet. In other words, look for connections that build a relationship. They want more than just a product; they want a cause to fight for and a human being to be inspired by.
  • Be authentic. Have a timely and relevant message. Communicate that message to your market and the world. I do not necessarily mean be overtly political or create shocking ads. I just mean – stand for something. Those who will stand for something naturally will attract a similar audience. The same goes for businesses. You can’t please everyone; if you try to please everyone, you end up pleasing no one.

I believe if we follow these two principles, the rest will flow naturally. More customers will come — and with them sales and profit will follow. Your job is to please them and make your business one they connect with and see as a place of compassion that stands for something wholly human and good.

Minimum Viable Audience

(Tip: try to find your “minimum viable audience,” and cater your marketing message to speak directly to your customers. Furthermore, the two principles should exist in your mission statement and purpose. If you haven’t already, you could create an automated system that can help facilitate this process and allow you to speak to your audience with consistency).

Please reach out if you are interested in exploring your opportunities and learning more about automating your marketing and customer interactions. Use this link to schedule a meeting with me: scheduler.

As an aside, marketing automation is a proven way to generate leads and help your business grow. One article said, “According to VentureBeat Analyst Andrew Jones, 80% of those using marketing automation saw increased leads, and 77% saw increased conversions.”