Web Marketing is Simple – and if you’re not doing it, you’re missing out on customers

web marketing for small business is simple

Websites: every great business has one but there is more to it than just throwing up a website and calling it a day, because as well as a website, every great business also has:

Now you may not be in the position to (or want to) employ a marketing manager in-house. In that case you need to get some outside help who can help you get a website online (or update your old one) and then help you make a strategy and use that site as a tool to help you get more customers.

But why should you even bother?
And what does “web marketing strategy” even entail?

web marketing for small business is simple

Why You Need A Web Marketing Strategy

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Restaurant Marketing Ideas

marketing ideas for restaurants

I used to work in hospitality, nearly bought a cafe once and still to this day have a fantasy about starting a chain of eateries of some description. Of course, I am not a restauranteur; I am a marketing consultant. But the dream persists.

Consequently, whenever I eat out, be it fast food or fine-dining, I am always thinking of marketing ideas for restaurants. Here is one of them, perhaps the most important one of all, because it is about strategy, not just tactics:

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3 Reasons Why You Shouldn’t Discount The Value Of Web Marketing To Your Business

web marketing small business

Just because the Internet exists and has become kind of a big deal for the last fifteen years, does not mean that you necessarily understand why web marketing matters for your business in particular. If you’re busy already and you get plenty of customers through word-of-mouth, traditional advertising and perhaps the odd web directory, then why should you bother taking the time and spending the money to establish a website and a web marketing strategy?

Here’s why…

web marketing small business

1 – People Are Searching Online

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The 3 Most Important Things in Online Marketing

online marketing clarity

To paraphrase that old real estate “location” joke:

Q. What are the three most important things in the online marketing game?

A. Clarity, Clarity, Clarity!

Sounds glib, and yet it is true. The biggest problem that most businesses have when it comes to web marketing – any marketing – is a lack of clarity.

online marketing clarity

You need clarity about what you do, who you serve, what problems you solve for your customers when you do it, why they should choose you over the competition and what words you can use that hit your prospect’s hot buttons and have them clamouring to buy.

What You Do

This one seems simple on the surface, but often it is not. A great many businesses suffer from not being able to clearly articulate what it is they do. Ever met one of those people who when you ask the question “what do you do?” you get a long and winding answer that leaves you no clearer than before you asked? That is a problem.

The trouble is, without slowing down and doing some thinking, you can’t do it. And slowing down and thinking clearly is hard work. Our brains are wired up to avoid it at all costs – by making us not feel like doing it. SO most of us don’t do it, and when we’re asked what we do, we either give a simple answer that does not communicate the true value of what you do or we confuse people with too many words, many of which may be industry jargon.

A great way to solve this problem is to get clear on what you DON’T do. If you can clearly articulate, for example, that you don’t repair old roofs, then it becomes clear that you specialise in new roofs only. And from there on in you can hone the message: we don’t do tiled roofs, only colorbond, etc, etc.

Who You Serve

“Everyone” is not a good strategy. The problem with saying we serve “anyone who needs what we do” is that you have no capacity to hit potential customers (prospects) right in the feels. What you want is for people to come to your website, perhaps after a protracted and frustrating search and feel like “Ah, at last: I’ve FOUND it! THIS is what I was looking for!”

It’s pretty hard to achieve that when your marketing efforts aren’t very targeted. You need to get specific. Think of your single ideal customer – base them on a real one or a composite of real ones – and write out why this imaginary person is your ideal customer: what problems you specifically solve for them, what they love about your business and why they came to you in the first place. Then write everything as if you were directly talking to this single individual.
This will give your communications an edge. It will make it the signal in the noise for the right kind of customers. Sure, you might still take on slightly different types of customers, but by creating this kind of clarity in your marketing you will stand out from the competition instead of just getting lost in the crowd.

Don’t worry about missing out on other types of customers because of this: you won’t. Your choices are between NOBODY caring about or paying attention to your marketing or a small section of the population noticing and caring deeply about what you offer. Unless you have the budget of Coca Cola you’re never going to reach the masses so forget about that. Get targeted and win.

Why They Should Choose You Over The Competition

Everyone has competition. In my game, websites and online marketing, the competition is so fierce as to be a little hilarious, and yet there is still so much scope for winning business because most people cannot clearly differentiate themselves from the masses. This is also hilarious – because my competition are supposed to be marketers who know what they are doing (and some do – but most totally do not).

By having clarity over what makes you different and why your ideal customer should choose you over the competition, you set yourself apart and you become valuable.

Remember our imaginary roofer in the example above? Now – I know nothing about the roofing game – but for the sake of illustration, let’s pretend that it takes the average roofing company 4 – 5 days to install a new roof. That would mean (should it be true) that for several days your home life is going to be very disrupted. There will be mess everywhere, tradies rocking up at an ungodly hour every morning and of course – you have no roof! If it rains – look out!

So if you were the only roofer around that guaranteed a new roof installed by dinner time – as in the old roof taken off and a new one installed in just one working day, well that would be some serious differentiation!

Now maybe all roofers do this, I wouldn’t have a clue, (I know that in the US there is a house painting company that does this) but the point is that by having serious clarity around why you are a better alternative than the competition — for a specific subset of the total pool of potential customers — this gives you a massive edge. It makes it easy to get new customers, instead of difficult.

Clarity, clarity, clarity. Get clear and the problem of how to get found and get more customers becomes a doddle.

The average website flunky out there wouldn’t have a clue how to help you with this problem, that’s how we’re different: contact us now to discuss getting some clarity around your business so you can break away from the pack and start kicking some real goals already.

Get a website, not a headache…

get a website not a headache

You need to get a website.

How many times have you thought this to yourself?

But you’re running your business. You’re busy. You haven’t even looked at it properly because you don’t know where to start and that whole Internet thing does your head in.

Basically, getting a website looks painful…

get a website not a headache

Well – have no fear, our motto is “making marketing simple”, so let’s have a look at how we take the pain out of getting a website for your small business.

Firstly, why do you even need a website?

Be Found, Look Great, and Get More Customers

Let’s not complicate things, you need a website to:

  • Be found
  • Look great
  • Get more customers

Be Found

It’s 2017 – you know people are using Google and a bunch of other webby, techno-sparkle ways to find your business, and there is nothing more frustrating than typing in what you do only to see everybody else and his dog there on Google but not you.

Even worse – typing in your business name and not seeing your business there – ouch!

Of course, you can’t expect to get found online if you don’t have a website. But maybe you do have one, but it still isn’t showing up in Google. That’s a problem. Good luck fixing it by yourself, I’ve been at this game for 10+ years now and let me tell you, it’s no walk in the park. (But it is do-able with the right help.)

Look Great

You probably get your customers via word of mouth. People refer you and your potential new customer sits down in front of his computer or whips out her phone and Googles your name. Assuming they CAN find you, what do they see? A smart, simple website that creates a good impression – or a dog’s breakfast?

Good looking websites don’t need to be complex, but they do need to look good in order to create the correct impression of your business: what it is you do and that you do it professionally.

Get More Customers

The pointy end of why you know you need a new small business website is because you need to get more customers. OK, sometimes businesses use websites to inform their clients, to stop people asking the same questions over and over and to promote themselves as industry thought leaders – but usually the name of the game is “how to get more customers”.

Cool, no worries, there’s plenty of information out there: just brush up on your HTML, CSS, PHP, SEO, Value proposition crafting, persuasive sales copywriting, USP, email marketing, content marketing, retargeting, growth hacking, conversion optimisation, Adwords optimization and … the list goes on …

Ouch … you know that headache that just started pounding in your temples? We’re all about making that pain go away.

We make it simple.

We throw away the jargon.

We flush all the unnecessary BS down the dunny.

We explain clearly what you need (not that much) and what you don’t need (most of it).

We do it for you.

We take you on a 7 step journey to small business markiting nirvana: a website you love that helps you to be found, look great, and get more customers.

Click here to enquire now

or download your FREE copy of “The GangBusters Guide to Small Business Web Marketing Success” by clicking here (Fear not: nothing bad will happen, pinky promise).

The Cantankerous Old Bugger’s Guide To Why Bloody Bother Blogging Anyway

So it’s 2017 now and unless you’ve been living under a rock (hell, even if you HAVE been living under a rock!) you’re probably aware there is such a beast called a blog. You know, a journal-style series of web pages that … wait a second … THIS IS A BLOG! And you knew that. Kudos.

You’re also probably (somewhat painfully) aware that people “blog” as a way of marketing their business.

But not you.

cantankerous old bugger blogging
Bah – Why bloody bother blogging anyway?

You’re busy, you’re not really a writer, you’ve got nothing to say, and hell, you’re not even sure how, technically speaking, to do it. So of course you don’t blog!

And what kind of a verb is “blog” anyway? Surely, if it’s even a verb at all, it should, by the sound of it, describe the performance of some unmentionable body function?

But yay, verily I say unto thee – put aside your natural cantankerousness for a moment and consider these wise words from the wilderness (AKA The Dandenong Ranges).

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