Hi! It’s time to chat about goals.
Every business has different objectives. It’s good to know exactly what you want to achieve online, as it can help you set the right priorities and stop you from becoming overwhelmed.
Now let’s hear from Ben at ProDive about how this benefited his business.
Digital marketing when it first sorta came about with the internet helped us really be able to specifically target customers, different demographics in different locations.
The first thing you need to do is really look at your business, look at what drives your business and really target that area first off.
A lot of people make the mistake of maybe making it too broad in general. What you really wanna do is look at the product or service you offer and focus on the most popular one. Focus on that first. Get that going. Once you’ve got that understanding of how it works then you can move onto other things that you might offer in your business.
It allows you to cost effectively get to a mass market which traditionally for a small businesses has been a very expensive and costly exercise and very prohibitive.
There are lots of ways digital can help your business. Such as, building relationships on social networks, selling online, finding new customers. Or even keeping existing ones.
It’s good to start by asking yourself a simple question: why, exactly, do I want to be online?
Imagine you own a hair salon. Your ultimate goals could be: to cut more people’s hair, sell more premium services than the standard haircut, and sell more of the products you offer.
But before anyone can walk through your door, they have to know you exist.
This is a great goal that digital can help with.
So let’s start with that one: getting the word out in the digital world.
One easy win is listing your business in free online local directories such as Google My Business. So, when people look for hairdressers on search engines, or online maps, your business will show up.
Then you might decide to build a website to share more information about your business. Beyond your contact information this could include things things like your prices and the services you offer. Maybe even photos and videos that could entice new customers to walk through the door.
You could set up a social media page- like on Facebook or Twitter where you could post photos of your creations, offer special deals and really interact with your customers.
As you start achieving these goals, and more people become aware of you. Your goals may naturally evolve and you might want to shift your focus toward turning visitors into paying customers.
You could add new features to your site. Things like online appointment scheduling, a “reviews” section where people can say nice things about you, or even an e-commerce store to sell your hair and beauty products online.
Now that you’re using digital to attract visitors, and turn them into customers, you could start expanding your business by investing in online advertising to reach new customers.
Whatever your ultimate digital goals are, or where you currently stand, your priorities will naturally change and grow with your business.
Now to make sure you’re meeting your objectives, it’s really important to measure your progress along the way.
And the great news about the online world is that there are free tools to help you do this. This is called “analytics”. Analytics lets you know what’s working well, and what could be improved.
We’ll dive into this more later, but with digital you’ve got lots of options for measuring your success.
So let’s recap. Before you dive into the digital world, think about exactly what you’d like to achieve. Then, prioritise different online opportunities to help you accomplish your goals.
In the next few videos, we’ll help you plan. We'll look at different ways you can establish a digital presence and then market yourself online.
And lastly, we'll discuss how you can measure and improve your digital marketing efforts.
Taking your business online offers a lot of opportunities, but with so many options, it’s easy to spin your wheels and lose focus. Setting specific goals can help as you begin to navigate the digital world.