One of the most common questions a new company has is, “Where do I need to be online?” Far too often, companies waste their time on social media platforms that don’t matter while neglecting the websites that do matter or completely forgetting about email marketing campaign services. Here’s where you should be online, based on your specific type of business and your main goal at the moment.
Solutions for Service Providers
As a service provider, you need to be on Google or Bing (or both). Lawyers, writers, doctors, graphic designers, accountants… these service providers are advertising to people who are already looking for their services. Your business should show up in results when people use a search engine to find you. Setup search network campaigns on a search engine – you’ll use targeted keywords to show up in results when people are looking for your services.
Solutions for Businesses That People Aren’t Searching For
Some businesses offer products or services that people don’t yet know they want. Google Display ads are ideal for these brands. First, you choose the types of companies your customer base likes. For example, if you sell gemstone jewelry, your customers are probably checking out fashion blogs and shopping for high quality clothing. Your display ads can show up on those sites.
Solutions for Lifestyle Brands on Facebook
Facebook is a touchy subject among marketers, but most people and brands have a Facebook account or business page, so it’s probably not as aspect of your strategy you’re willing to leave behind. Luckily, lifestyle-focused businesses can seek out customers based on lifestyle characteristics or behavior. For example, you can market a jewelry company with high-priced items to users who specifically like haute couture. You can also target customers by gender, education, location, age, interests and more.
Solutions for B2B Brands
If you’re a service provider or product maker in the B2B (business-to-business) market, LinkedIn is the place for you. You’ll be able to target people in specific business niches and professions. You can even directly advertise to employees of a specific company.
Solutions for Brands With Low Conversions
Setup a re-marketing campaign to directly target the users who spent time on your website but didn’t end up converting. You’ll need Google Analytics installed.
In the end, you want to make sure that the advertising platform you choose provides the maximum return on investment.