SMB Branding HELP!
Developing your SMB branding and social media strategy is clearly not a fast easy job. It can literally take months for such a campaign to kick in. Anyone who promises overnight success is most likely a scam artist since search engines don’t guarantee results and can take months to index websites, blogs and social media. On top of that content must be comprehensive or the search engines may ignore the content. It does take quite a bit of work, but the good news is that there are plenty of inbound marketing companies to turn to for help.
Choosing the Right Inbound Marketer
Unfortunately, not every inbound marketing company has your best interests in mind, there are many that have their own best interests in mind. The internet is filled with scam artists looking to make a quick buck and the easiest prey are newbies looking for direction. If you haven’t yet learned about how branding works online, take some time to learn the basics then choose a company that meets your checklist of requirements. This list should include affordability, flexibility, clear communication skills, white hat SEO knowledge, content development skills, social media skills, blogging skills and a successful track record.
The object of inbound marketing is to fuse the best ideas of content development with the best ideas of online marketing. This fusion is known as inbound marketing, which is a broad campaign to get people to engage with your brand online instead of bombarding them with interruptive advertising. A subset of inbound marketing is content marketing, which involves tailoring content and social media to attract users through search engines. Content marketing can also be a subset of outbound marketing, which involves reaching customers through various media exposure.
The success of your SMB branding and social media strategies rides mostly on the quality as well as the quantity of content development, along with communication skills and SEO expertise. Online content comes in many forms beyond web pages, blogs and social media. Effective content tools that attract online surfers include videos, photos, webinars, podcasts and infographics. You can also go deeper into details with whitepapers and eBooks. Content marketing can also involve direct interaction with clients through emails.
When it comes to SMB branding and social media strategy, you should only work with companies that know a lot about your business and goals. This entire campaign hinges on product knowledge and the way it is presented to users to build trust and brand loyalty. The last thing you need is a company that only understands the tech side of the internet without much concern about your actual business. Make sure that the company can articulate your business model.
A credible inbound marketer will provide metrics that help you gauge the effectiveness of your campaign. Modern marketers will use software to measure analytics that can be summarized as metrics. An important metric for all online businesses is bounce rate, which is when a surfer visits a website then immediately leaves without further exploration. High bounce rates of 50 percent or higher need to be improved down to 20 percent or lower.
The number of visitors to your website, blog or social media profile is another universally important metric. Tracking the growth of this development provides indicators whether or not the campaign is working. Ecommerce metrics definitely matter if you are selling products online. You should also be aware of what percentage of customers disengage with your site before completing a purchase. This information will help you refine your content development, product pages, SMB branding and social media strategy.
Ian Conklin is the President of OTR Web Solutions a web development company building marketing websites since 2000 with offices in Canada, USA, Europe and South America. OTR Web is a Value Added Partner with HubSpot.
For all your Inbound Marketing and Website requirements Contact OTR Web.