So you have a website or a mobile app. Maybe you’ve even built a beautiful cloud application to go test your new business idea. Great! You’re done with the first step. You hit the “publish” button and let the whole world know that you have an amazing opportunity. And then you wait for customers to discover your amazing website. And wait. And wait some more.
Soon enough you might discover that other than relatives, friends and if you are lucky some existing customers, no one cares or even knows about your website or app. And honestly, that’s fine. We live in an age of informational overload – everyone, starting from the small business across the street to industry giants compete for every second of your virtual experience. Somehow, your business needs to stand out and attract attention. On top of that, you need to attract the attention of the right audience and do so at the right time. Luckily, thanks to tech-giants like Facebook and Google, this is doable, but it defiantly comes at a price. Both Facebook and Google have analytics technologies that can help you both find and keep track of potential leads – if you’ve ever heard about the “Facebook Pixel” or a “Google analytics snippet”, that’s exactly the technology that enables good targeting and re-targeting for different audiences.
But audience is only the beginning. How do you attract said audience to your business?
You can choose to do content marketing, relying heavily on organic traffic from your blog and social network accounts to attract business leads. This requires constant monitoring of said social channels and fresh, relevant and interesting information continuously uploaded. Your content is important and if it is good and constructed in a friendly way, it will attract attention. It is a slow process, but it is highly scalable and work you’ve put into content will keep bringing fruits even years down the road.
A different route to client discovery is paid advertising. This is often called “Pay Per Click” (PPC) and there are a few platforms on which PPC is offered, Google and Facebook again being a common choice. Some think that this is a straight forward process of exchanging money for site visitors or app downloads. The reality is much more complicated – there are many hidden decision points during the campaign configurations. There is no “silver bullet” solution – as every business is slightly different, you have to configure multiple campaigns in different ways and continuously monitor and experiment with these advertisements. Only by doing so you will be able to ensure that every dollar you put in advertisement works for you and is not thrown into the wind.
Finally, bringing customers to your business or product page is only the beginning. Using analytic tools and on-site surveys is of tremendous importance to understanding what users see and do on your web-site. Defining a sales funnel and tracking analytics on this funnel is essential to any business that is serious about prospect acquisition. You are likely to want to advertise to local customers through tools like Google Maps and Yelp, as well as ensure that existing customers review your services on these local directories. While it is true that word of mouth travels around eventually, we can help your business ensure that it is the happy customers that become vocal and that unhappy customers have a process through which they can voice their concerns and provide feedback.
This journey does not happen over day. We at Eidelberg Lee are happy to work with your company or business to understand where you currently stand and how to reach the business growth goals that you have set. Contact us today for a free consultation!
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SEO must be one of the primary concerns when creating content. Do your keyword research to figure out what phrases people are searching for in your niche. With so many daily searches, the traffic potential is huge. At the same time, though, you shouldn’t sacrifice content quality in the pursuit of better SEO.