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Four Steps to a Successful Email Marketing Strategy

Four Steps to a Successful Email Marketing StrategyWhile Social Media for small business continues to be a rave topic in marketing forums around the world, statistics indicate that, although annoying to some, email marketing is still one of the most powerful tools that a business can use to engage with its customers. Your Inbox is irrevocable proof of this – how many items of marketing did you receive this morning?

Although some will never be opened, the humble email can still be an effective way of reaching out to your customers. But, as with anything, there is a right way and a wrong way. Here’s our four top tips to help you create an effective (and legal*) email marketing strategy for your business:

Grow your database 

Before you start any email marketing campaign, you need legitimate* emails in your database to use. Gathering these addresses is quite easy if you have an established website. You can use the popular method of the pop-up window or simply have a newsletter subscription somewhere on your home page. MailChimp has plugins that work directly through the WordPress framework and integrate with their newsletter systems, saving the hassle of collecting email addresses and adding them manually to your campaigns.

Whatever method you use, remember to always declare why you are gathering the addresses and what can be expected in return (see value point below).

Remember the Mobile Users

Due to the unstoppable growth of smart phones, more emails than ever before are being viewed on a mobile device. In fact, up to 75% of email opens* could be via mobile depending on your industry. To cater for this audience, ensure that your emails are mobile optimised – easy to read on a small screen, low on data usage and concise in their information.

http://www.emailmonday.com/mobile-email-usage-statistics

Four Steps to a Successful Email Marketing StrategyBe aware of the SPAM Act 2003

To keep your email marketing within the lines of the law, you must ensure that any emails you send comply with three main points  – Consent, Identity and Unsubscribe.

Consent – The receiver of your emails must be made fully aware at the time they subscribe exactly what they will be receiving in return. Consent can also be in the form of an existing relationship with the receiver i.e. they are already a customer.

Identity – Marketing emails must identify who is sending the emails and their contact information.

Unsubscribe – Each email must include an Unsubscribe option so that consent can be retracted at any time.

Learn more: http://www.acma.gov.au/Industry/Marketers/Anti-Spam

Offer Value

The  secret behind any email campaign that wants to grow and be effective to offer subscribers VALUE in what they receive. Value can come in multitude of forms. You can reply with a free eBook, a newsletter filled with tricks and tips or keep them up to date with the latest industry news. If you are advertising products or services, butter up the receiving party with a discount voucher for their next purchase.

Everyone loves getting something for free and your subscribers are more likely to stick around.

Remember, what may work for one business may not necessarily work for yours. As with any marketing, try out all your ideas but be sure to MEASURE the response. Don’t spend hours of your precious small business time barking up the wrong tree only to find out that you aren’t getting a decent return from your efforts. Make a note of what works and what doesn’t, fine-tuning along the way. This approach will lead to an effective email strategy that will grow your business without eating away at your marketing budget or your valuable time.

 

Five Simple Reasons your Small Business should have a BLOG

Unless you have been living under a rock and using smoke signals to promote your business, you are probably aware of the term “Blog”. For the rock-dwellers, a Blog is a regular website article, typically written by an individual and written in an informal or conversational style.

The simple Blog has become a powerful marketing tool and it is one of the most effective tools that a business can use to engage with their customers. Used correctly, a Blog enables direct communication with prospects and allows the sharing of relevant information with current clients.

Here’s five simple reasons why your small business needs to start blogging:

Five Simple Reasons your Small Business should have a BLOGTo provide your customers with helpful content.

Gone are the days where a website simply existed to tell customers where you are and what you do. With a wealth of information available at our fingertips, we expect more from the business sites that we choose to visit.

Reward your site visitors with value by providing helpful tips on using your products/services, examples of how other customers have benefited through a relationship with your business or discussing news articles that are relevant to the industry in which you operate.

Visitors are much more likely to return to your site if they know that fresh information awaits them on each visit.

A Blog gives your Business a Voice.

Through the voice of a blog, a small business operator can show that the business is run by real people who care about what they do. You can use blog posts to provide insights into the business or to introduce the employees who make the business what it is. You can tell your customers WHY you’re in business, HOW you have helped others and WHAT you can do to help them.

Be sure to use your own “voice” when writing blog posts – I read all my posts out loud as I type them to ensure that they “sound” like me.

Create a Two-Way Conversation 

Enable comments on your blog to encourage interaction with your site visitors. If you are concerned about the type of comments that will be left by visitors, systems can be put in place to allow moderation of comments before they are posted.

Reply quickly to all comments and open a channel of discussion. Demonstrate that you are an expert in your industry and your business is worth the site visitor’s attention.

Search Engines LOVE Blogs

The GoogleBot looks for websites that have valuable, helpful content as part of its search ranking system and rewards relevant content with improved positions in search results. Your Blog content, when written correctly, is perfect for fulfilling this requirement as it ticks the boxes for being fresh, relevant AND helpful.

Five Simple Reasons your Small Business should have a BLOGBlogging will Inspire your Business life

Once you get into a routine of Blogging, you’ll start to see new ideas all around you. Not just for your blog, but for all aspects of your business life. Talking with workmates, watching TV, eating in a restaurant, and just walking the dog – you’ll be surprised where ideas will begin to spring from.

Remember this quote from David Allen of GTD* fame – “Your brain is for having ideas, not storing them”.  Write down ideas, straight away. My idea-writing medium of choice – the extra sticky Post-It note, stuck to my monitor.

One hidden advantage to Blog writing that I have found is the strengthening of my ability to effectively write and speak, not just about my industry but in all forms of communication. My language usage has been “awakened” through weekly blog writing and I feel comfortable communicating on forums, emails, customer letters, meetings with clients and speaking with family/friends.

Blog writing is not hard nor time-consuming – simply set aside a small piece of time and get going. I usually write the first draft of a blog in 25 minutes using a Pomodoro timer and then leave that piece for a couple of days. I’ll then take another look to polish before posting online (which usually takes another 25 minutes).

The most important thing is to start and be consistent – the benefits of a Blog will surprise you.

* GTD = “Getting Things Done” by David Allen

How to Revitalise a Boring Website for the New Year

New Years ResolutionsThe New Year always feels the right time to make changes – either in our own personal lives or in what we do throughout the year.

Some people resolve to lose weight, others want to quit a bad habit and some might just want to be better with their finances. It’s a perfect time to hit the “reset” button and start over with whatever we want to achieve.

So why not put together a News Year’s Resolution for your weary small business website?

There’s no better time than the present to take that old, tired website and give it a little bit of “love and commitment”. It’s not hard to breathe new life into a dead website and give your target audience what they need – an easy way to find and engage with your business.

Commit the time to make it WORK

Contrary to the belief of some small business owners, a website is not a guaranteed magic bullet for business success. Too many people believe that once a site is online, everything else will happen by “natural” causes. Nothing could be further from the truth – your site may not even be noticed by Google if you don’t put some effort in to get some attention.

Set aside a small chunk of your time each day (or a larger chunk each week) and commit yourself to making your site a success. The amount of time is up to you but this time should be spent on creating new content for your visitors, optimising your site for search engines, gathering customer testimonials for display or any range of website-related tasks. Try something new every week.

Get Some Inbound Love

Inbound LoveIf your site is low on inbound traffic, use your existing industry connections to turn it around in 2017.

You can reach out to your connections in a variety of ways: – through your blog (as we do every couple of weeks), your social media promotions, viral videos (with your web address clearly displayed), email newsletters or even your local newspaper. Anywhere there is an opportunity to create a connection.

Whatever the method you choose – the end-goal is always to boost the online traffic heading into your website so be sure to provide an inbound link in each situation.

Add Value for your Visitors

Once you’ve got visitors coming to your site (inboard), the trick is to keep them satisfied and make them want to return again and again.

The key to this step is answering this simple question – “Why are they coming?”

Nine times out of ten your visitors will be looking to somehow engage with your business. They will be looking for help on using your services, or maybe some more information on your products or, our favourite, just wanting to make a purchase?

Once you have worked out why customers are coming to your site, the next bit is simple –
Give ‘em what they want!

Freshen up that tired old site.

Freshen up that tired old siteThe final step in giving your website a new lease on life in 2017 involves stepping back and taking a cold-hard look at the current state of your site.

Use these questions as a guide: –

  • Does my site look like it belongs to a previous decade (maybe the 90’s)?
  • Is the site “responsive” to viewing on tablets and smart phones?
  • Are my key offerings easy to access and immediately identifiable?
  • Does my business brand match my online presence?
  • Do I offer helpful content to my site visitors? Do I give them value?
  • Can people find my website?

Providing the solution to each of these questions and implementing them on your website will put your site in a prime position for online success in 2017.

Good Luck and Happy New Year!

If your small business website needs any help to make your New Year’s Resolution a reality, get in touch with us at Rusty Mango Design and let’s make 2017 the best year for your website yet!

Five Simple Ways to Make Money from your Website

Five Simple Ways to Make Money from your WebsiteBoosting the bottom line of a small business should be the core principal behind any new web site development.

Whether it be from service awareness, online bookings or product sales (as examples), a website must be utilised in such a way to help a business generate increased income. After all, an income is what allows business owners to further development their companies, pay their employees and live the life that they want with their families.

Making this income via your website is actually easier than you think.

To get you on the right track and grow a site into a “money-making” machine* – here’s five simple ways that your website can make money for your business:

* no guarantees here unfortunately….

#1 – An Online Store

If you have any kind of product to sell, the “no-brainer” way to make money is to establish your website as an eCommerce store. An eCommerce store, if set up correctly, basically does all the work for you – with the exception of purchasing stock and sending packages out the door. Your customer select products in the online store, pays online via a multitude of methods and then selects the preferred shipping to their address.

The current eCommerce program of choice for Rusty Mango Design is the excellent WooCommerce plugin for WordPress. WooCommerce is an affordable option for small business that is highly customisable to any individual store’s requirements.

#2 Google AdSense

For the uninitiated, Google AdSense is a system used by website owners to make money by displaying Google ads. Perfect for individuals and service operators, the ads that are displayed on your website usually compliment the services you provide so for example, Rusty Mango’s blog could display ads for web server companies such as Digital Pacific.

The system works by crediting your Google account each time a site visitor clicks on an Ad. Once the credit in the account reaches a certain amount. depending on where you are in the world, you receive a payment into your bank account from Google.

#3 Affiliate Links

Affiliate links work in much the same way as Google AdSense however they are generally set-up by individual companies. An advertisement is displayed on an affiliate business’ website and for every sale that is made through that advertisement (i.e. on your website), the business earns a small commission. It can be very effective – Pat Flynn at Smart Passive Income made over $87,000 in October 2016 – all through his affiliate links.

Five Simple Ways to Make Money from your Website#4 Online Courses

Many small business operators have a wealth of knowledge to be shared with their customers. Often this knowledge is given away for free in the form of advice and instructions.

The alternative to giving this information away is to structure it into an online course. The course can be delivered in video, audio, written, interactive or any combination of the four. Through the introduction of a simple payment gateway (monthly or overall course payments), participants can access the course material and use it at their own pace. The added advantage of this is that the information only has to be created / delivered once before being used many times over.

#5 Online Bookings

Perfect for service industries, a website with a booking system allows a business to “fill up” their time schedules without even picking up the phone. This model is used globally by hotels/motels, doctors, chiropractors, electricians and even plumbers. A simple calendar allows potential customers to see what timeslots are available and book their service to suit their own needs.

Some sites even take care of payments at the same time – removing the need for invoicing at a later date.

Conclusion

Please note that all the methods above need one important thing to get started – Site Traffic. Creating a steady flow of Site Traffic is a whole industry in itself but for the site manager, there are three simple keys to get right (and we’ll cover these in more detail in a future post): Effective Search Engine Optimisation (SEO), content that makes your site enticing and worthy of a visit and finally, good reasons for your target audience to return again in the future.

With quality offerings, effective site practices and a target audience wanting to buy, any website can start generating a passive income that can be re-invested into your small business and boost it to the next level.

Does your Small Business even need a Website?

Does your Small Business even need a Website?Yes.

Simple answer, isn’t it?

Oh, you still need more convincing?

Alright then – here’s ten good reasons why your small business needs to get its act together and get an online presence:

#1– The World’s largest Consumer Base

Over 3.2 billion people use the internet in some form on a regular basis, and from that enormous number, it is estimated that at least 80% have purchased goods or services online. That’s roughly 2.6 billion potential customers for you!

Any small business without an effective website is missing out on their piece of the action.

#2 – The Digital Consumer

The internet is now 25 years old – some of your potential customers don’t know a world without it. Your business needs a web presence to engage with the modern digital consumer – they are unlikely to look for you anywhere else.

#3– You can be Available 24/7

Consumers expect to have information accessible to them around the clock from a variety of sources and this includes from your business. A website makes you available 24/7 (even while you are asleep) to provide information, product help and online sales.

#4 – Engage with your Customers

A website helps you connect with your customers on an almost social level. You can communicate through the comments of a Blog (like this one), a website forum that you moderate or via the many channels of Social Media that are available for use. A simple social connection can often be the key to a successful business relationship.

#5– Create a Hub for your Marketing

Got a new product that you want to shout about to the world? Unleash the marketing power of the internet and spread the word like wildfire using your website as the hub and Facebook, Twitter, YouTube and LinkedIn as the tools to “hook” people in.

#6 – Customer Support

Reduce the number of customer support calls to your small business with the inclusion of “Frequently Asked Questions (FAQ)” page on your website. For more sticky problems that need one-on-one attention, integrate a ticketing system on the site that can be answered promptly by your staff.

#7 – Match it with the “Big Guys”

With a solid online strategy and a well-built website that people can find easily, your business can take on the larger corporations at their own game. On face value, the internet is a great leveller of the playing field – you don’t need the large payroll or a skyscraper in a capital city to make an impact.

#8– Instant Credibility

A professional website with the right information allows your business to attain instant credibility in the eyes of both your potential customers and other businesses. A quick online search by these people could quite easily be the deal maker or breaker, depending on what they find online.

# 9 – Physical Phone Directories are DEAD

 If you need any proof of this, take note that both the Yellow Pages and Local Directories are now offering website services. This hasn’t stopped them still charging an absolute mint for listing in their telephone books however, by branching out, they have acknowledged that online is where the modern consumer is looking for goods and services.

#10 – Build an Audience for your Business

Even if your customers are not in the market right now, an online presence allows you to keep their attention so that when they do need something, your business will be “front of mind”. Social Media, email newsletters, podcasts and video tutorials are just some of the ways you can continue to engage with your customers until they need you again.

Put simply – if you want to grow your business in today’s digital age, it needs a website. Considering the continual evolution of our online population and the growth of businesses who are on the Internet, it could be expensive for your business NOT to have a website.

I’ll bet that your competitors do.

If this article has helped you make a decision about your business’ online presence, get in touch with Rusty Mango Design for a free website development quote.

Five Internet Strategies that could save your Small Business

Let’s be clear from the very beginning – using the internet for small business is NOT the guaranteed golden bullet solution to all your problems. The addition of an online presence will not automatically turn your fortunes around. Running your own website, engaging customers on social media and selling products online takes effort and hard-work – as will all the strategies outlined in this post.

The internet definitely offers you more avenues to market your business than ever before. You can generate followers and advocates that will purchase from (and market) your business 24/7, sometimes without any one-on-one interaction from you.

Below, there are five online strategies outlined that your business can employ to help raise awareness of your business and its offerings and, most importantly, boost that bottom line.


#1. Boost your Facebook Posts

Facebook BOOSTEver seen the big BOOST button on your Facebook page?

This is the button you will see next to any posts you have made. With the power of a BOOST (and a minimum spend of $7/day), you can actually display your posts in the Facebook feeds of a very specific audience. These people are the prime candidates to which you want to market your products and services.

For example, our local dance shop is selling Fascinators for the upcoming races in town. With Facebook BOOST advertising, they can target:

Women, who like Fashion, and live within 50 miles* of the town, in the 18-50 age group

With targeted boosts, you get your message sent out exactly where you want it to go – much better than casting a broad net and hoping you catch something.

* Not a typo – Facebook, an American company, measures in miles regardless of your location.


#2. Build an eCommerce Store

eCommerce online storeCoupled with the low overheads associated in running an online store alongside your “bricks and mortar” business, there are two major advantages for building your own online store

Firstly, an eCommerce store can sell your products and services 24/7– your customers don’t have to wait for the doors to open or for you to even be available. A good online store is set up to run automatically with payment options and shipping processes integrated.

Secondly – your online store is capable of selling anywhere in the world. Your customer base is dramatically widened beyond the immediate geography of your shopfront. If someone on the other side of Australia (or the world) wants to buy your goods, they can access your online store and make the purchase whenever they want.


#3. Provide 24/7 Customer Service

Customer ServiceGood customer service can be time intensive, and sometimes very repetitive with no immediate remuneration for your time.

With a website, you can off-set some of the repetitive parts of your customer service through the use of frequently asked questions (FAQs), video tutorials and downloadable help sheets (Bunnings are the masters of this) to name just a few. 

Setting up your website’s customer service area properly would be time well spent as the support you provide online can save you hours either on the phone or answering emails.

 

 


#4. Plan and maintain a Content Marketing strategy

Content MarketingContent marketing is a must have on any small business website. To clarify, Content marketing is a strategic approach focused on creating and producing valuable, relevant, and consistent content that attracts and retains your target audience. It is also a key element of the Google search algorithm, helping to determine your website’s placement in search results.

How do you create an effective Content Management Strategy?

  • Decide on your content mediums according to your strengths and your target audience (Blog, videos, podcasts, newsletters….)
  • Generate a plan in calendar format which includes the dates, topics and mediums for the creation of your content. This includes social media updates and blog posts.
  • Stick to the plan – consistency is the key to success!
  • Monitor your traffic to gauge the success of each item. This will give you valuable information in relation to what is working and what isn’t.

#5. Give Email Marketing a try

Email MarketingIf you are thinking of employing an email marketing approach to broadcast your small business, you can’t look past MailChimp (no affiliation with Rusty Mango). It has almost everything built-in to help you create great looking emails, distribute them and, most importantly, keep you within the law regarding SPAM.

Note: You cannot send emails from a business in Australia to anyone you like. You must have the recipient’s permission or an existing customer relationship with that person.  For more information, take a look at the Spam Act 2003.

Using MailChimp (and common sense), you can create an email campaign that drives business to your website and your physical store:

  • Use a pop-up plugin on your website to acquire email addresses from your site visitors. Some of these can be set up to send collected addresses directly to MailChimp.
  • Create list of your existing customer’s emails. Excel is a good way to do this as you can import spreadsheets to MailChimp.
  • Using one of the many templates, create your first email newsletter. Re-purpose some of the content that you have created for your site – blog entries are perfect for this!

MailChimp has a built-in unsubscribe option. Recipients of the email simply have click Unsubscribe in the footer of the email and MailChimp will automatically remove them from the list, satisfying another condition of the Spam Act.


Conclusion

The real secret to a successful and productive online presence for your small business is summed in one word – consistency. Your website cannot be a stagnant brochure for your business, it needs to be dynamic, helpful and must reinforce your position as an expert in your field with quality service and/or products. Make an effort to set aside 15 minutes a day and develop each of the strategies into a workable system for you – the rewards for your business will become clear in no time at all.

Feeling a little overwhelmed? If your business needs help developing any of the strategies above, please get in touch with Rusty Mango Design – we love to help small business!

Google is not the only way to market your website

Offline Marketing Ideas for your websiteWhen it comes to promoting websites, small business owners are sometimes convinced that as long as their site ranks on Google, that’s all they need to worry about. For a large national business, Google could be enough but for a locally-driven business, there is a lot more that can be done to promote a website.

Community promotion through offline marketing could be lucrative to a small business in driving locals through to the website. To illustrate the possibilities, let’s take at the options available to Cassowary Coast local business – Madella Coffee.

Madella Coffee is a small coffee farm located near Mourilyan, North Queensland. Greg and Angie at Madella grow, roast and grind their own unique brand of coffee and you can even have a cuppa in their café on the banks of the South Johnstone River. That in itself, is a matchless experience.

Rusty Mango Design created the online store for Madella Coffee in early 2015. It has been search optimised and can be easily found with a quick Google search – perfect for out of town customers. But what else can be done to promote Madella Coffee to locals and the thousands of grey nomads who pass through our region every year? Let take a look at the offline promotion opportunities that this great little business could take advantage of…

Product Labelling

Madella Coffee sells its roasted beans and ground coffee in distinctive vacuum-sealed bags, clearly marked with the farm’s brand. The bag information includes the location of the farm, phone number and a Hotmail email address but no website address!

A simple improvement could be to add* the website address to the package in the form of a Call to Action (CTA) – “If you loved this coffee and crave some more, order online at madellacoffee.com.au.”

Business Cards

The current business card for Madella Coffee does not have the website address on it either. But rather than just repeating the suggestion above, why not do what the big brands do? Add* a loyalty program to the flip side of the card (currently it is one-sided). With each purchase of Madella Coffee at local shops and markets, the boxes on the card could be stamped and redeemed in the future for a bonus pack of coffee or even an online discount when purchasing from the site.

Stall Signs

Speaking of local markets, Madella Coffee can be found at the regular markets around the Cassowary Coast region – a great time to “plug” the online store! Even if they don’t want to purchase the product that day, plant the seed by giving out satchet-sized samples with the web address – “Try our coffee and we guarantee that you will want more!”

Highway Signage

Finally – this one could be a huge drawcard for the online store for Madella Coffee. The farm itself has a corner of one field that borders onto the Bruce Highway – the main highway through Queensland. Thousands of cars pass this field every year. With very little outlay, Madella could invest in a large sign for this corner of their farm and it only needs to say one thing – “MADELLACOFFEE.COM.AU” – once again, planting the seed could result in great online sales.

The tips above, although written for a very specific product, could be transferred to any brand that needs extra exposure (except for the highway sign – unless you are also very lucky). Whilst Google search placement is essential for any website – it’s not the only way to promote your online brand. There are a multitude of offline possibilities – what could your business do?

* Of course, if you have a thousand business cards and 20000 coffee bags already stocked up in the cupboard, you don’t have to throw them all out and print new ones. An additional small sticker (tastefully done) could fill the void until new stock is required.

 

Five reasons to evolve your business and get it online

Evolve your Business with Rusty Mango Web DesignIn small towns, such as my hometown of Innisfail, small business owners have relied for years purely on local customers for their income. And this has worked just fine for the most part as these businesses have built up loyal trade and trust with good service.

But times have changed. Businesses right through to the early 90’s never had to compete against anything like the internet and the changes it has brought. Nowadays, a huge amount of business is conducted online and, as a small business owner, you are no longer just competing against other local businesses. In fact, for most professional services and especially those selling products, there is no concept of a local business anymore.

Whether you like it or not, you are a state-wide, national or even an international business. Your customers are very aware that if they don’t receive the service they expect to get along with the product they want AND at a price that they like, they are going online to get it somewhere else!

So if your business is unwilling to get online to be competitive in 2015, then you are going to lose a huge chunk of your potential market.

Here’s five good reasons why getting a website is essential to the evolution of a modern small business.

Evolve your Business with Rusty Mango Web Design#1 – A website is available to your customers 24/7

With online trading, a customer can choose when they are going to visit you. They are no longer dependant on when you open your physical store. A website allows a business owner to keep products and services moving all day, every day. A mobile-responsive site takes this to the next level with customers accessing businesses on-the-go with tablets and smartphones.

#2 – Your website opens you up to the international marketplace.

A website means that you don’t have to just sell your products and services to locals in your immediate area. If you have a great product and it is easily found online (with search engine optimisation), you are able to sell to anyone, anywhere in the world. You are no longer geographically locked in.
If someone two thousand kilometres away wants your products – with a website, they can get them.

#3 – Window Shopping has evolved too

Walking down the main street in your town or city is no longer the only way to go window shopping (though some may disagree). Online, your potential customers are always looking and planning where they are going to make their next purchases. They are comparing prices, checking out services and calculating delivery costs. Even if they may not be making an immediate purchase, when they do, those online businesses who have made an impact on their searches will definitely come to the forefront.

#4. Online, you can build your position as a Key Person of Influence in your industry.

Your website and your online presence have become key factors when customers are searching for a new business to deal with. A strong presence is a great way to demonstrate that you are a modern business with its finger on the pulse of your industry. Customers testimonials are also a great way of showing your prospects that you are capable of delivering the products and services that your offer. Social Media interaction (Facebook, Twitter, etc.) will help to build a community of loyal followers that your business can use to develop, research and sell new products. Each one of these components is essential to build your authority as a KPI (Key Person of Influence).

Evolve your Business with Rusty Mango Web Design#5 – On the internet, size does not matter.

A website is a great leveller. Whether you’re a one-man show or a 20,000-employee corporate giant; if you offer prompt and friendly service backed up by a quality product, you can compete head-to-head with the “big guys”. On the other hand, if you don’t have a website, you’ll be losing business to other companies that do.

Despite all the reasons that are spruiked daily about the benefits of an online business, it is estimated that more than half (52%) of Australian small business owners do not have a website. This is astounding considering that 82% of small business owners get new business through referrals. If you don’t have a website, how do these referrals find out more about you?

If you want to evolve your small business and access a greater share of your industry’s market, get in touch with Rusty Mango Design today and we will examine an online strategy that will work for you.

You’ve got a great site…. but no traffic!

Great site but no trafficYour website is built and ready for the influx of customers you are expecting. You’ve done your research into a successful website and you’ve put in the hard yards and used a reputable designer to get it all done.

Your “Call to Action” couldn’t be clearer if it jumped out and bit your site visitors on the nose. The content of the site is fresh and full of juicy but useful information. Products in your e-commerce store scream out for someone to buy them – they are just that good.

Everything is perfect.

But no-one is coming.

What’s gone wrong? When everything else is in place – how do you get that all important traffic through the front door of your website?

Tip #1: Identify your ideal customer and then hook them

Sit down with your business partners or employees and grab a pen and paper. You need to do some brainstorming and map out who is most likely to purchase your products or services. You need to examine aspects such as age, gender, social status and location amongst many others that may “pop up” in your discussion. This process is vitally important as it clearly identifies who you should be targeting and can often determine how to grab their attention.

For example, If you are in retail selling women’s clothing of a certain kind, your ideal target audience may be women over the age of 40, on an average wage, who are looking for clothing that is affordable and makes them look younger/slimmer.

Once you have identified your ideal customer, brainstorm again to find ways to connect with them. What does your ideal customer read, watch, listen to or even do?

Some possible courses of action include using Facebook advertising that allows your business to target directly to the market you want with specifics such as gender, age and general interests. You could also look at traditional marketing through magazines, radio or newspapers. What other interests does your ideal customer have that you can hook into? Write them down and test them out.

Tip #2: Identify your current customers and leverage that relationship for your website

While the last tip identified your “ideal” customer, you can’t ignore the others than may fall outside that “ideal” bracket. If you have been in business for a while, you will have customers who have bought from you in the past and continue to do so. You can use this relationship to build traffic for your website.

  • Set up a referral program with a coupon giving discounts to referring customers.
  • Give out your web address with each physical purchase or even on your invoices in the form of a simple, plain business card (your logo on one side, web address on the other).
  • Run competitions through your social media contacts that can expand to an outside audience and draw them to your site.

Tip #3: Use your industry links

Look at the contacts you have already have through your industry and look for like-minded businesses that you can link through. You may even pursue the idea of package deals: for example, a wedding MC may team up with a venue, local band, florists and a photographer to promote a full package deal. Set yourself as the prime organiser of the package and get customers flowing your site for the full details.

Tip #4: Sponsor your local community

Sponsor an event in your local community and be sure to brand it with your website details. You might sponsor the local rugby league competition, a charity event or even part of a large festival in your community. Purchase some large banners (the rollout ones are perfect) and get them into the public eye. Place business cards, brochures even sample bags where they are highly visible during the event and make sure that you are hand to answer any questions and prompt people towards your site.

As you can see, there is a multitude of methods and tricks that you can implement to get your site pumping with visitors. Literally thousands of articles have been written about just using Social Media to drive site traffic in favour of your business. You only need to try something and see what works for your particular industry.

While you are doing this, keep a close eye on your site statistics and engage with your new customers to see where they are coming from. This will give you the data to determine what is working and what is not.

No-one, but the very naive, will pretend that running a successful website isn’t hard work. But all the heartache, effort and time spent will be quickly rewarded when you start to see new customers coming through your site’s front doors and more importantly, buying from you.

 

Five tips for creating an effective E-Commerce store

The Online Shopping ExperienceFor an online store, positive online promotion by your customers is essential to ensuring continued success and growth for your site. A single positive tweet, review or post can drive more traffic into an ecommerce store than traditional means such as radio and paper advertisements combined.

Getting this kind of support from your customers goes far beyond the products that you sell in your store. It is often based on the whole online shopping experience that you provide. If your checkout service, payment and shipping processes are a nightmare, regardless of your product quality, then it is unlikely that you will receive any form of online promotion by your customers.

Here are some easy tips that will help to immediately improve your store’s online reputation.

Contact “old” customers for feedback

Some people will never complain about small issues in your service and continue to buy from you regardless. But those issues may be a prime cause for others not to revisit. Look through your past sales, select a number of “candidates” and send out a very brief survey. What do they like about the shopping experience on your site? What needs attention? How can we do things better?

By listening and implementing, you are reinforcing with these customers that you are a brand that cares and wants to improve your service. Next time they update their social media, you may just get that positive tweet or post that you are looking for!

Make your “Call to Action” abundant and clear.

There’s nothing worse than going to an online store (or any site for that manner) with the intention of making a purchase then finding that you can’t locate the right buttons to do so! When you “glance” at your website, can you immediately see how a customer can get in contact or buy something from you?

If the answer is NO, your “Call to Action” is not clear enough.

Have a clearly defined Complaints and Returns policy

Being loyal to an online shop is a two-way street. If your customers can see/read that you are upfront about your policies and have them clearly defined on your site, they are more likely to trust your brand. However, you must balance this by ensuring that your returns policy is something that you can afford and manage. Making promises you can’t keep won’t bring you any loyalty at all – exactly the opposite, in fact.

Work on retaining customers as well as attaining customers

Look at the service you provide to those who have already bought from you. Do you have follow up services that ensure that current customers are happy? Sounds tricky but it is actually quite easy to do via the power of the web. Engage with customers using Social Media, check with them via a monthly newsletter, ensure that your FAQ page is up to date, provide support on your site with contact forms and video tutorials – the options are endless. The idea is to make your current customers feel like they are still your number one priority.

Answer customer concerns ASAP

It took Dell almost a year to address the problems that blogger Jeff Jarvis first wrote about in his page “Dell Hell”. That’s a long time in the world of the internet however the Dell response changed the way that businesses listen to their customers. Through their specific website, Direct2Dell, customers were finally allowed a voice through to the company and it has revitalised the way they conduct themselves.

Do the same with your business website. Set aside a section where customers can talk to you about anything related to your products. More than that – make sure that you listen to what they say. Your brand and everything behind will improve dramatically as a result.

Your business is far more to customers than just the products you sell and through your website, you can ensure that they get everything ounce of support that you can provide to them. Turn your customers into advocates for your business and watch it grow and expand as they do the promotion for you. As Tim Reid (SBBM) likes to call it – “Word of Mouse” is a powerful marketing strategy that can make all the difference with your online success.

 

Rusty Mango Design

Rusty Mango Design