YourBusinessWithJamesCaan2016 - 167

MARKETING

Next, consider how to convert
visitors to leads and, ultimately,
sales. Google Analytics can tell you
the number of people visiting your
website, but the latest software won't
just track the user journey, it will also
tell you where visitors come from.
It's said that 3% of people who visit
your website will tell you who they
are, for example, by filling in a form
on your site. Now is the time to give
them a follow-up call - they have
shown interest in your product
or service already by looking at your
site, so now you can promote it
verbally, making it a much more
personal interaction.
Unfortunately, a whopping 97%
may be very interested in your product,
but don't want to leave their contact
details online.

BE ACTIVE AND INVOLVED

Facebook, Twitter, Instagram, YouTube,
LinkedIn... social media platforms
have become essential and inexpensive
marketing tools. By boosting your
visibility, you become a familiar brand
and increases your potential customers.

Don't be afraid to be
creative... aligning
your brand with
a cause increases
credibility in the
mind of the public
Rather than the hard sell, which can
be counterproductive, focus on creating
relationships. Don't be afraid to be
creative. If you're a sports brand,
for example, a post or tweet wishing
the Great Britain team well in an
upcoming international event both
raises your profile, and presents you as
an engaged and relevant player in the
sector. Likewise, aligning your brand
with a cause increases its credibility in
the public perception - Dove's 'Real
Beauty' and Sport England's 'This Girl
Can' campaigns are two examples.
Make part of your strategy to engage
with your audience in a meaningful way.
By responding to shares, retweets and
comments, your brand becomes more
personal, and social media activity
and interacting with customers also
influences your SEO rating.

MOBILE FRIENDLY

JAMES SAYS
Digital marketing can
be effective but you
need to have the
right person dealing
with it on your behalf.
So employ someone
internally to do this
important job

With the increasing sophistication and
popularity of digital devices, mobile
marketing is one of the fastestgrowing arenas in digital marketing.
As such, any sites not optimised for
mobile use will struggle to achieve or
maintain search visibility, predicts
digital agency Ironpaper.
Google declares that if your mobile
site is difficult to use, 61% of potential
customers will go elsewhere. Websites
not optimised for mobiles will appear
lower down on Google's rankings.
Talk to your web design company at
the start to ensure your website is
optimised for all platforms - desktop,
tablet and smartphone.

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