If you have a small business that creates a lot of its income from the net, then you know how easy it is to get off track and begin to lose those all-important eyeballs on your site. Online marketing is a moving target that leaves many small business owners scratching their heads in frustration as Google constantly ups the game and changes the rules for SEO.
But even if you are someone who reads up constantly about the new ways to gain visitors to your site and plays by the rules using every white hat trick in the book, it can get ahead of you. Recent scares with phishing expeditions and hacking have made creating secure payment services for your website a bigger priority than ever. How do we market to an audience that has both grown to love online shopping and become afraid to click “buy” as they read of more hacking news stories? They answer may surprise you.
Keep Your Data Cleared
One of the first tips that you may have cluttered data on your site is when you see a sudden drop in the number of visitors that stay on your site once they land there. If you are the kind of business owner who actually reads your Google Analytics’ Reports on your site each week, then you will notice this immediately. The culprit is usually your site and its clogged-up data.
While it used to be fine to simply clear out those fragments of data that accumulate on our sites back side only once a year, today’s traffic demands a monthly cleaning to keep it refreshed. Have your IT Department look into scheduling a data cleanse every month, or even every week if you need to do it that often. Disgruntled visitors who lose their patience while waiting for your site to load are lost opportunities you can’t afford to be without.
Who Loves You?
Most small business owners will tell you that they are very in tune with who their customers are and what the targets for their business are. But times changes, buying habits change and customers change along with this. It may be that the target audience you once thought you knew is now looking elsewhere or you have a new segment of the market that is looking for what you have to offer.
This is why it is so important to review not only who is coming to your site, but who isn’t coming anymore and why. A monthly review of this information can often reveal new shifts in buying habits, seasonal changes to your audiences needs and even a migration of new buyers who have different needs. Stay on top of all of this and make sure your marketing reflects this new information.
Don’t Forget Social Media
Yes, we all know that social media is a big part of any marketing campaign. But these days with so many individuals as well as small businesses making noise on every social media site, it is getting harder to be heard above the din.
This is why targeted social media ad campaigns are starting to make so much sense. When it comes to getting more bang for your buck, these dollars will go a long way. Just make sure you have done your homework on who you want to target, and when, before you spend the money.