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Sales Funnel Phase One – Awareness

Phase One - AwarenessIn the initial moments where a customer becomes aware of your business and what it has to offer, the all-important lead generation process begin to take place.

Any leads created here are vitally important as they “pull” the customer into the system for nurturing further down the funnel. Without this “pull”, the remainder of the funnel will be ineffective.

With the advent of digital marketing, creating a awareness of your business is not as hard as it used to be. Here’s some “tools” that you can use to generate awareness of your business:

Facebook Ads

Advertising on the #1 social media platform, Facebook, is great for targeting the exact audience you want as you can use the Facebook Ad tool to select the personal traits and interests of potential customers. With a budgeting level that you specify, it is also cost effective for any growing business.

Networking

Build trust and awareness of your business by joining your local Chamber of Commerce, offering your services to non-profit organisations and participating in community groups such as Rotary and Lions.  Get your name out there!

Traditional Advertising – Radio and Print

If your target audience is likely to read your local newspapers and listen to local radio, don’t hesitate to use these traditional methods to promote your brand. Be sure to track any results (from marketing point to customer) to ensure that your marketing budget is not being wasted.

Social Media

Be visible on at least two social media platforms to cast a broad net over your target audience online. As a guide, Facebook is great for “business to consumer” promotions, LinkedIn works for “Business to Business” awareness and Instagram (owned by Facebook) is emerging as a powerful tool for all audience levels.

Phase One - AwarenessContent Marketing

The most authoritative way to establish trust and industry leadership is through the creation of powerful content for your website. Blog posts, videos, podcasts and demonstrations can quickly prove that you know your industry and what your clientele needs from you.

Direct Mail

If you can determine a specific market that is screaming out for your services or products, why not physically contact them with a direct mail campaign, specifically designed for that market alone.

Good SEO on Website

Make your potential customers aware of your business through the application of good SEO (Search Engine Optimisation) practices on your website. Ensure that you are “loved” by Google through using effective key words and descriptions on your site along with fresh content and quality inbound links.

Google AdWords

Along with effective SEO practices, you can also engage Google with a paid, structured AdWords campaign designed to target your specific customer demographic.

Partnerships

Partnership programs work with businesses that complement each other and can be done in a very subtle, effective way. For example, a mechanic, upon the completion of a routine service, could leave a small promotion flyer on the dashboard from the local Car Detailer. The detailer could do the exact same in return.

Referral Programs

Join with other local businesses to create a referral program where businesses refer their client base onto the services of others in return for discounts or other reciprocal arrangements.

There are literally dozens of ways that you can make your target audience aware of your business and the products and services it has to offer. The trick is decided which methods are going to be the most effective in gaining the attention of your ideal client.

In our next blog post, we’ll move onto the next phase in the marketing funnel – Conversion – where we take the potential customers who are now aware of your business and begin to convert them from prospects to actual customers.

Avoid the Pitfalls of a Dodgy Web Developer.

How to Avoid the Pitfalls of a dodgy web developer.Checking out your competitors is a must for any small business working online, even in our field of web development. By following businesses in the same marketplace as yours, you can keep an awareness of your competition’s offerings and keep abreast of changes in your industry.

Recently, whilst developing a new pricing structure for Rusty Mango Design, I have observed that there are a few unscrupulous practices that some web developers are engaging in. The products and services that they are offering are not exactly what their clients are paying big bucks for. These operators are the equivalent of the dodgy used-car salesman.

Luckily, by following a few simple tips, you can avoid the pitfalls of working with one of these so-called “web developers”.

Watch out for cheap templates being sold as “custom” website design.

The most common trait of a dodgy web designer is the practice of purchasing and using cheap templates and passing it off as their own work.

Purchases these themes from sites such as Themeforest might be fine for some however, as themes can often be bought for less than $60, it seems very wrong that a “web developer” can charges hundreds of dollars for work that they aren’t doing. These operators generally have no knowledge of website coding and, beyond adding pretty pictures, will not be able to modify or customise the site.

The major downside to this – your site will end up looking exactly like thousands of others who use the same theme.  

Rusty Mango Design uses a base theme for our websites called “Rusty Mango Responsive”.  As you can guess by the name, we developed the theme ourselves and it provides a solid foundation from which we build our customised websites, tailored made and coded to our client’s individual requirements. You can’t buy our theme online.

Shop around for the best Price VS Services.

Don’t accept exorbitant fees for website development simply because “that’s what it costs these days”. A web design doesn’t have to break the bank and eat your entire marketing budget. Most developers offer a free quoting service via their websites so use these to your advantage and compare what can be done and what at what price.

With the number of designers competing for your business, you no longer have to pay big city prices for a website but on the other hand, don’t expect to get a customised site for $99 – it just ain’t going to happen.

Use a Local Developer

The most effective websites are the result of clear communication between the business and the developer. Goals are clearly laid out at the beginning of the design and constant adjustments are made in consultation along the way.

This communication can take many forms but it is important that it is ongoing. I’ve heard stories of web developers being very communicative during the initial discussion of a design but once the quote has been approved and site is developed, they aren’t heard from again. After launch support is important – without it the site becomes stale and the business loses out in the long run.

Using a local web developer can avoid the pitfalls of lost communication. You can visit the developer, be an active participant in the design process of your site and, when it’s all online, receive training, support and assistance to keep the site fresh and performing optimally.

Best of all, if you don’t hear from them – you can turn up on their door step 😊

Finally,

How to Avoid the Pitfalls of a dodgy web developer.Always insist on a Pre-Design Agreement or Detailed Quote.

NEVER hire a web developer who hasn’t clearly laid an exact description of the work they are going to do for you and the service they are going to provide afterwards. This may be in the form of a signed contract or, if you work with Rusty Mango, a detailed quote that describes exactly what is going to be done and for how much.

Be sure that any changes to this document are also documented using Change Orders and keep a close track whether these changes tie in with the initial quote. Without this proper documentation, a dodgy web developer can possibly rip you off for thousands of dollars.

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