In 1964, Marshall McLuhan coined the phrase, “The medium is the message”, in his book Understanding Media: The Extensions of Man. Over 50 years later, that philosophy has never been truer. In the age of digital, it’s imperative that the channels you’re using to promote your business are the same ones your prospective customers are using to find you.
As demographics shift, think about who your core audience is and consider where and how prospects look for service providers in the home construction, renovation, trades, and retail industry. Your target market who, even 10 years ago, was reading newspapers and searching the yellow pages for products and services like yours, are looking online now. But have you made the shift?
While building relationships is at the core of any successful business, you must first make prospects aware of your business and set yourself apart by being where they are (online) and consistently using messaging that resonates with them. There’s a lot of channels you can use, and each one works… if used properly. However, here are three key universal elements that will create a solid online presence today:
- Online reviews (user-generated content): People trust other people – whether they know them or not – to provide honest feedback about a brand. Invite your (happy) customers to leave reviews on Google My Business, Facebook, Houzz, and Home Stars.
- Search: On average, organic (unpaid) search results account for about two-thirds of the traffic to your website. Ensure your website is updated regularly and is optimized for search (SEO) to maximize your chances of being found on the first page of results when someone searches for a service like yours in Stratford and area.
- Content: set yourself apart with a consistent strategy that includes unique content. It doesn’t have to cost a lot (or anything, most times) to create compelling content that makes people stop and pay attention. Video taken from your mobile device and posted to social networks works great.
Not sure where to start? Contact Truss Marketing today for help with your marketing strategy, website design, and content development.