In-App Advertising
Ultimately, advertising ties into your visibility, and right now you’re probably invisible to most of your target market. Increasing your visibility and tapping into your desired market can be difficult, making in-app advertising a boon for appearing to your audiences. Unlike traditional advertising avenues, in-app advertising is pretty affordable – you make it as expensive or inexpensive as you like, and you have control over who is targeted by your ads.
Studies today show that users engage with apps more than websites, and mobile devices were used for more than 50% of web traffic in 2018. Consider what platforms are best to connect with your customers, and for placing yourself in the minds of your buyers. For example, if you run a wedding cake business, using visual platforms that brides frequent such as Instagram and Pinterest would be best for capturing your target audience’s attention.
Understanding SEO
Search engine optimisation (SEO) is getting your digital presence to appear highly in search results. It can be a difficult game to play, but it’s a powerful tool when you know how to use it. You could take all the time and energy in the world to make sure you have a functional, well-presented website, but without proper SEO, there’s a chance no one will ever see it.
Start by researching the most highly-searched keywords in your industry, and write some blog posts that add value to these topics. Again, though, SEO is difficult to master, so you may want to outsource your needs to someone who is SEO-savvy to get the most out of your strategy.
Establish a Strong Social Media Presence
It’s not impossible to grow your customer base solely through social media networks, so establishing a strong social media presence is key. It opens up a line of communication between yourself and your customers like never before, giving you access to valuable customer feedback and the chance to make a lasting good impression.
Building your brand on social media does require frequent posting and engagement, but you don’t need to spend half your time scrolling through Instagram and tweeting incessantly. Scheduling tools such as Hootsuite and Buffer allow you to plan your content in advance, but it is a good idea to do some live engagement with your followers every once in a while, too.
Build and nurture a mailing list
Having a solid email list offers you direct access to your customers and audience. In the age of ever-changing algorithms, when you post on social media, there is no guarantee that your posts will be seen by your followers.
Gathering information from your customers allows you to directly contact them with any upcoming events, promotions, or news, and cut through the noise of social media. There are plenty of tools out there, such as MailChimp, that allow you to send out blanket emails to your customers and split them into groups according to their interests. It also allows you to see the proportion of emails opened and links followed through – be careful you don’t send too many emails, though, or you’ll risk being consigned to the spam folder!
Create Shareable Content
The content you create can make or break your marketing strategy. High quality content can help build your brand and improve your relationship with your target audience, whereas low quality content can damage your image. Additionally, you don’t want your good content to go to waste by not being seen, so it needs to be shared by the right people to reach as widely as possible.
Make your content useful and practical to your audience, and make sure it’s engaging and relatable so that people are more likely to share it. Dry content isn’t going to evoke a reaction from your followers!
If you are a woman running a business in the Greater Manchester area that is working through these dilemmas and other business growth pains, our Excelerate Labs team may be able to help.
Part funded by European Regional Development Fund, Excelerate Labs can link you with a local adviser to explore growth strategy and help you to get all your ducks in a row.
Contact excleratelabs@thewo.org.uk for more information.
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