Manage Your Online Reputation
We all have competitors. Lots of them! As a simple example, if you need an electrician, they all pretty much look alike when searching online. The only thing people can use to differentiate between all the electricians is their reputation.
This is true for all small businesses. Making sure your happy customers leave online reviews on sites like Yelp and Google Business can mean that you stand apart from your competition.
Furthermore, if you receive a bad review from someone, and you have no other reviews, it looks very bad. However, if you have 25 great 5-star reviews, and someone leaves a bad review, it really won’t affect you. We all look at the online reviews before we purchase something from Amazon.com, so it behooves you to make sure you have an amazing online reputation too.
Use an Editorial Calendar to Get Strategic
Most small business owners post things on social media, blogs, and other platforms in a haphazard way. This leads to ineffective marketing and little ability to generate consistent leads.
Take a look at the calendar and put together a schedule for the next three or six months (or the entire year!) of all events, posts and other types of marketing you want to produce. Maybe certain seasons are better for your business, so make sure you put them on the calendar.
Stick to the calendar and make sure you post everything on a regular schedule so your audience gets used to seeing things on a regular basis.
Measure Your Marketing in Google Analytics
By posting things on social media, your blog post, running ads (Facebook or Google for instance), creating YouTube videos and even posting a press release in an online syndication platform, you’re expanding your reach. But unless you track which tool is working best for you, some of these can be wasted efforts (or money).
Learn how to tag any links coming in from any other website by using Google’s UTM parameters. This way, you can track the effectiveness of any online marketing you’re doing by tracking who’s coming back to your website in Google Analytics.
Adjust Your Marketing Based On Your Data
Once you track which marketing medium is working best for you (or not working), you can adjust your marketing efforts to make sure it continues to generate leads for you on a consistent basis.
If you’re seeing that the Facebook videos you’re posting are generating traffic to your website and converting into leads, keep doing that or do more of it. If Google ads aren’t converting very well, and the dollars you’re putting into the ads aren’t generating sales, then it’s time to stop.
Data is important to keep track of on a regular basis. If you’re not good tracking data, ask someone to help you set up and analyze the data in Google Analytics.
The hardest part of being a small business owner is the many hats you have to wear. If you’re a solopreneur, you wear all the hats, including Vice President of Marketing. You have to get strategic and organized in 2020 in order to succeed without going bonkers trying to run the business and fill the funnel at the same time.
Leave a comment below and tell me what you’re doing to market differently in 2020 to differentiate your business from the others!
This article originally appeared here, and is republished with permission.