Business:Management & Marketing
#112: Developing & Improving Your Marketing, Part I
Quote of the day: “If you work hard, be kind, then amazing things will happen.” – Conan O’Brien
With a marketing campaign, you need to have a goal of what you’d like to get out of it. The goal needs to be realistic and something that you can implement. When you have a goal set, you’ll need to focus on the following two things:
Your competitive advantage is also known as your USP (Unique Selling Proposition). This is the thing that sets you apart from all the other businesses like yours, especially in your area. Why should people go to you and not your competitor? For more information on USPs, how you can develop one and what they’re all about, you can check out our blog posts here and here.
This is the second most important thing you need to have. If you’re driving tons of traffic to your site through paid marketing efforts and then people land on your site and are really disappointed – you’ll have wasted a lot of time and money. Your site needs to be easy to navigate and focused on user-friendliness.
For example, there’s a company in the area called Wisdom Teeth Only. That’s the name of their site and the name of their company. Their entire company is focused on wisdom teeth and the fact that they’re experts in that field.
That’s their niche! Your niche doesn’t have to be focused around a specific type of surgery, but it does need to be focused on something. You could have the highest luxury dental practice in the area, or something along those lines. Pin down why people should go to you and put it into practice.
Once you identify your USP, you can use it in all of your different marketing methods. After developing your USP, be sure that you turn your attention to your website. Make sure that you’re looking at your site from the perspective of a visitor, not from the perspective of an owner.
Here’s a few things to consider when looking at your website:
• Is it easy to navigate?
• Does it use clean, uncluttered design?
• Does it load quick?
• Is it mobile friendly?
• Does it have a blog?
• Does it adequately, appropriately, and accurately describe the services you offer?
• Is your USP clearly on your homepage?
• Does it prominently display your contact information?
• Does it have photos and bios of the dentists of the practice?
• Are there reviews & testimonials?
• Is it updated and kept up to date?
• Is there an on page call to action?
Some of the great websites you’ll come across have a heavy focus on user experience. Outside of the marketing industry, very few people realize the impact that user experience can have on conversions. If your website has bright and loud menus, information all over the place, has animations or is slow to load, you’re most likely losing customers.
If you need assistance with developing your USP or improving your website, be sure to contact us today so we can see if we're a good fit for each other.
Be sure to follow us on Twitter @TitanWebAgency if you enjoyed this podcast!
Have you considered hiring a company to help you market your practice? If so, be sure to check out this free report I put together called: The Consumer Awareness Guide to Choosing an Online Marketing Agency. Learn the exact questions you need to ask to ensure you don’t get ripped off. You can pick it up at: http://titanwebagency.com/report
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