Earlier last week we were lucky enough to present a seminar on search engine optimisation and how it can have a great effect on your sales. Throughout that workshop we fielded a ton of questions about everything online - social media, online advertising and search engine optimisation - and it really drove home to us one thing. Know your customer.
This doesn't sound like revolutionary stuff, but for us it is the one thing that should drive your marketing decisions. Below are a few of the key questions we were asked - the answer always being "know your customer".
What social media channels should we use?
This is a question we get asked time and time again, and we have heard a vast array of technical responses and reasons why various social media channels are great, but at the end of the day, our answer - "know your customer". Think about what your clientele finds interesting, think about what social media they are using, and think about what they might find engaging from you. If you're an accountant for example, instagram would likely be a terrible platform - with very little visual cues for you to offer. If you're a photographer on the other hand, you customers will be using instagram and will lap up everything that you send their way.
What keywords should I use on my website for search engines?
This is a really common question. If you get the keywords right, you'll do better in search engines and ultimately make more sales. There are great tools to figure out exactly what people are searching in your area - including googles own adword planner - but at the end of the day, all these tools are telling you is what your customer is searching. Take a step back, think about your customer, understand their search habits, and you'll race up the search rankings.
How much information should I have on my website and what should it look like?
Website structure can be so important to sales. A good web designer will not only think about what looks good, but will also think about how they might be able to funnel your traffic towards sales. Ultimately, that means knowing your customer! We recently completed a website that was mainly used by an older audience - so one of the key things was increasing the font size and making it really simple. If your audience is an older demographic, you might want to consider all the flashy bells and whistles that come with some modern website designs, if it's younger, your can push the envelope a bit more.
You may be reading this and thinking 'well that's pretty obvious', but the truth is, when it comes to marketing, simplicity and the obvious thought pattern can end in really effective campaigns. Always remind yourself of these basics and for every social media post, online advert or promotion you run, step back and think 'what does my customer want'. Follow that simple rule, and we are sure you'll increase sales in no time.