Connect with us

Business

Tackling Online business failure by Adegboye Adeniyi

Segun Balogun

Published

on

How organic web traffic can stunt business growthWhat if I tell you there is one single thing you are doing online that is making you lose customers and invariably lose money. You see, with changes in technology, come increasing changes in the way brands and customers connect.

While online marketing can be a mix of different strategies, understanding the fundamentals of any marketing approach can make your efforts yield good results.

Here are some misconceptions about factors causing poor returns on investment from online marketing efforts:

You have a ‘lousy’ website

Okay, I admit that your website should not be totally poor in design but I can tell you that some of the greatest websites with the highest traffic do not even have “great” designs, e.g. Craglist.

Search engine optimisation

The problem is not with lack of implementing SEO on your website. I sell SEO services and most times it is not about your website optimisation.

Paid promotion

The problem is not because you are not using paid promotion very well. A lot of businesses run paid adverts and they still are suffering huge loses online.

The single most important mistake many online business owners make is the refusal to design, build and operate based on who their customers are.

You may need to ask yourself these salient questions.

Who is your customer? (Note that I used the word ‘is’ and not are)

Does he/she have access to the Internet?

Will he/she be accessing this website on mobile for a larger part of the day or using desktop computer?

And most importantly, why precisely are we online?

If you answer all these questions offline then why not take time to answer them online before you even lift a finger to design your website.

Why don’t you understand your customers before you design your ads online?

Why not know who your customers are and the best way to relate with them before you decide if the best social media platform for your brand is either on Facebook, Twitter or LinkedIn?

Why don’t you put effort into understanding how your customers behave online before you decide to use that keyword for your website?

The major threat may be the “lack of customer persona” for your business.

What is customer persona?

Customer persona is a fictitious description of your idea customer based on part data and part hypothesis. You can have as many as 20 or as low as two customer personas. The idea is to segment your target marketing into distinct unit that enables you to create specific offer for them.

For example, a persona for a business may be

Name: John

Gender: Male

Age: 40

Location: Lagos

Income: N6.7m per annum

Family: A wife and one daughter.

How do you come up with your business persona?

Customer persona should be based on data from research and guess work with a pure balance between the two.

To create your customer persona, you can use data from

  • Your website analytics.
  • Your current customer and their behaviour.
  • Educated guesses based on what your product does.

With a detailed persona, you can now go ahead and

  • Create meaningful design for your website:

With your customer persona, you can now go decide if the favourite colour for your website should be blue. You can now make an informed decision on if having a larger font on your website is a good choice or not.

  • Create content for your website

A detailed and proper persona can help you understand what your customers want to read and how such content should be presented. Once you have identified their pain point, you can write the copy on your website to answer their question thereby leading further down the marketing funnel.

  • Choosing your keywords

Keywords are important in anything you do online but not all keywords are applicable to every situation. Understanding your customer’s behaviour and how they search for you would let you know what keywords to use to attract the right kind of people to your business.

  • Where, when and how to connect with your audience

‘Business to Business’ or ‘Business to Consumers’? Understanding your audience will let you know where to focus your marketing spends. Should you spend more time on Linkedin or Twitter? Should you invest more in email marketing or organic marketing?

Conclusion

The difference between a company that succeeds online and those that fail is not in the amount of money spent or how large their team is. When it comes down to marketing your business online, the key strategy is to identify ‘Who,’ ‘What’ and ‘Why’ of who you are selling to.

source : Punch

Continue Reading
Advertisement
Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Business

6 Digital Marketing Ideas for Your Business

Published

on

According to some reports, 81% of customers use the web to look up the products or services they want to buy. Moreover, 94% of B2B buyers said they do the same. This makes it obvious that you simply can’t survive in the business world unless you promote your company online. However, not every digital marketing idea is worth investing in. If you’re looking to create a strong online presence for your business, here are six digital marketing ideas worth considering.

Run contests

Online contests and giveaways are one of the best ways to gain attention on the web. Everyone enjoys entering online contests and winning prizes, no matter what they are about. This is something you can use to your advantage. All you need to do is to find the right ways to reward participants. The rewards don’t have to be fancy, with freebies and discounts being the most popular choices among business owners. Another important thing to consider is how to make people participate. For instance, you can offer an entry in exchange for having them like your Facebook page or refer a friend or family member to your business.

Rely on graphics

There’s no doubt that one of the most important factors in online marketing are graphics. Every business out there has to work with professional graphic designers who’ll provide them with visuals to use in their marketing campaigns. Graphics are needed absolutely everywhere from your website to your social media pages. Depending on the size of your business, you can choose to bring in an in-house graphic designer or start working with a graphic design company. No matter what you decide to do, having them design you a beautiful Facebook cover photo and interesting Instagram stories is a must.

Be transparent

People do enjoy browsing the web for stuff they need but that doesn’t mean they’ll turn to just anyone when they need a certain product or service. They’ll always look to do business with companies that are transparent enough and ready to provide them with all the info they need. A good way to make sure people trust your business is to upload the terms of use to your website and make your business look more credible. Grabbing other documents such as vendor contracts templates is also recommended.

Go mobile-friendly

As reported at the beginning of 2019, 62% of users accessed the web from their mobile devices. While PC users will still visit your website often, it’s also recommended that you make it as mobile-friendly as possible. Small screens and short texts require you to use your creativity to the fullest and make sure more and more mobile user notice your business. Fail to do this and chances are you’ll see most of your visitors leave as soon as they realize their experience won’t be the same as if they were browsing the web using a PC.

Use online networking sites

We’ve all heard about LinkedIn and there’s no doubt this platform can help you generate buzz about your business. Create a page for your business and don’t forget to manage it every now and then. Moreover, it’s also critical that you use LinkedIn and networking on a personal level. The best thing about this platform is that it’ll provide you with lists of your friends’ friends you can connect with and grow your career. Not to mention that there are groups on both LinkedIn and Facebook you can join and give your local presence a boost.

Create quality content

One of the biggest reasons why people use the internet so much is that they’re looking for information. And who are they going to listen to more than people who’ve been in the industry for some time? Use your knowledge and experience to create content and share it with people online. If you’re a gifted writer, creating content other people will like shouldn’t be tough. You can even take a look at your old content and see if there are any articles you can repurpose.

Final thoughts

Promoting your business online isn’t easy and with every company now getting on the web, it takes creativity and hard work to stand out from the crowd. Have these six ideas in mind and your company’s online presence will be guaranteed to get a boost.

Continue Reading

Business

5 Ways You Can Use Technology to Improve Customer Experience

Published

on

Customer experience is a collection of impressions that your audience gets from doing business with you or merely by interacting with your brand. Therefore, pinpointing what constitutes it may be quite difficult, due to the fact that different people get stimulated by different things. Still, this is a field where technology can be of immense help in more than one way. Here are five examples of how technology can be leveraged to improve customer experience.

1.      Using chatbots

The simplest way to show your audience that you do care about them is to provide them with an immediate response when they try to contact you. This is exactly what chatbots are there for. Other than this, chatbots can drastically cut down the volume and gravity of human error, providing for much better customer experience. This way, you also get to increase your customer base and grow your operations.

2.      Big data analytics

The biggest problem with interpreting the needs of your audience lies in the fact that there’s the subjective factor that you can never really predict or anticipate. With the help of big data analytics, such a thing might, at last, become a possibility. The bigger the number of your test subjects, the more reliable the results will be. Nonetheless, access to big data isn’t all that you need to focus on. What you also need to pay attention to is the right analytical tool. Some businesses even decide to go for business intelligence software, in order to help them turn this data into actionable information.

3.      Automating your feedback-gathering process

The biggest problem with feedback lies in the fact that the majority of your audience doesn’t leave any. They go to your site or e-store, complete a purchase and leave things at that, leaving you in the dark to wonder whether they’re content with the service they’ve received. Nevertheless, by collaborating with platforms that specialize in the art of creating an efficient customer satisfaction survey, you can overcome this obstacle with relative ease. Other than learning a thing or two about your customer service (from reliable and credible sources), this way, you also get some responses that are good enough to be used in testimonials. All in all, your options are quite numerous.

4.      Virtual reality (VR) and augmented reality (AR)

The very term experience is something highly subjective. However, what if you had the means to drastically increase the immersion of your customer’s interaction with your brand? VR and AR can help you do just that. First, it goes without saying that advertising and marketing will become more effective. Once you add one more dimension to your brand’s interaction with your customer base, you’ll be able to raise your customer experience to the next level.

5.      Internet of things

The biggest downside of the manufacturing process is the lack of understanding of how the items you produce are actually used. You make your items to serve one purpose, describe the way they should be used and leave tutorials and guidelines for your customers to follow but is there really a guarantee that these items will be used in this way? Of course not. With the help of internet of things (IoT), you might finally be able to get some insight into the life of your products once they leave your inventory. This insight alone will help you drastically improve their efficiency and, therefore, customer experience that comes from them.

Conclusion

The very last thing you need to keep in mind is the fact that customer experience isn’t a feature, but the overall impression that your customers have after interacting with your brand. Still, with the help of technology, you can gather data on what matters to them the most, as well as what works the best. Some tech trends offer additional features for your customer base to embrace, thus taking you one step further.

Continue Reading

Business

Reasons to Outsource Social Media Management

Published

on

Outsourcing has become very popular among modern companies. Having professionals take over part of your business process and not having to deal with it on a daily basis is a great option. Not to mention that you don’t have to hire a professional to do only one thing in your company, just opt to outsource it to someone who does only that and pay for the service, not the talent. There are numerous reasons why outsourcing social media management makes so much sense, and we are going to cover some of those reasons today.

When do you know you need a social media manager

Most companies do not realize how important the presence on social media is for obtaining new clients and maintaining old relationships. This is why hiring an inexperienced intern to take over this part, or having someone post something a few times a month. This is not a valid strategy and ends up costing your company a lot. Having consistency is essential. So if you are not certain you have the right people or tools to take this on it is essential that you outsource it to the best possible expert who will be able to handle the workload and ensure that there is a foolproof social media strategy in place to ensure the best possible results for your company. Taking into consideration that there are currently 3.397 billion active social media users this is a channel you cannot afford to overlook.

Having a strong social media presence can help establish your brand

And having an experienced social media manager who can take on this challenge is essential. They will know what are the best strategies for your company. You need to have a strong presence not only to attract possible customers but also to quality SEO lead generation as conducting outreach from LinkedIn, Facebook can be far more efficient if you have an established name and following on the selected social media platforms. Leads that you are contacting respond better to recognizable brand names and to companies they can research and read about directly from their customers.

Your social media manager will know which tools to use

This is one of the biggest benefits of outsourcing social media management. You won’t need to invest in all the latest tools and products needed for this section of the business process. The company or person you outsource it too has already all the necessary tools and the required knowledge of how to use them, making it the process itself far more efficient.  In addition, using the right tools for social media management can ensure that you get the desired results far more efficiently than if you did the whole process alone, step by step.

Saving both time and money

This is definitely the most important reason to outsource social media management. First of all, having an expert take over means that you won’t have to allocate your own time and resources to deal with this marketing aspect. Secondly, you will only have to make one single monthly payment and not think about additional investments into ads or tools that can be quite costly. Based on the social media management plan that you get from the company you have outsourced so you can get all the necessary information regarding what you are paying for and be able to monitor the desired progress.

There you have it, valid reasons why social media management outsourcing makes the most sense for both you and your company. All that is left is finding the perfect fit so that you can outsource it as soon as possible.

Continue Reading

Trending

%d bloggers like this: