Did you ever hear of a business owner complaining their marketing didn’t work? Doesn’t really matter the type of marketing. It could be print, radio, TV, cable, billboards, or the subject of today’s focus–digital.
But why didn’t it work?
I have said all marketing works. But in the case of digital marketing, there are a few more questions. Did the local business do everything they needed to do to make their sites ready-for-success?
All business owners want the same thing from their marketing. More customers. After all, more customers usually equals more money.
For 37 years, I have approached my clients in a consultative manner to talk about what the business can do—beyond their advertising—to increase their traffic and customer base. It could be talking about the position of goods in the retail store to event marketing or customer service, the goal is to help local businesses. Be successful. I do not want to be your agent. I want to be a trusted adviser who tells you what I see to help your top line.
With that in mind, here is advice for those who are using digital marketing as a way to the future.
Based on an analysis of over one million websites, here is some interesting information from BIA/Kelsey about local businesses when it comes to their digital marketing.
Of all small and medium sized business websites:
- 74.7% lack an email link on their home page for consumers to contact the business.
- 65.7% lack a form-fill option to enable consumers to request information.
- 93.3% are not mobile compatible and will not render successfully on mobile devices or smartphones.
Most alarmingly… Six out of ten small and medium sized business websites in the U.S. are missing either a local or toll-free telephone number on the home page* to contact the business.
Making and keeping up with all the marketing decisions a small or medium sized business needs to make–while running your business is really hard. gone are the days when you could call the guy at the paper and run an ad for results. (You did know the Billings Gazette is read by just 4 in 10 people in Yellowstone County, right?)
Making your top line income grow by increasing traffic is the only reason to be marketing. If you are using digital marketing via websites, e-mail, or social media there are a LOT of people who will gladly take your money and create “voodoo marketing plans”.
What you could use is a trusted adviser who wants your top line to grow as much as you do. Chances are great that is not your local newspaper, magazine, or TV sales rep.