Test, Test, Test
Test your hypotheses and test them again and again. That makes for a perfect approach to building your business. The extensive testing will help you figure out exactly what combination of product and marketing will make your online venture a success. Another thing you can do is read related blogs to learn what processes other online businesses are implementing to grow their market outreach.
Customers come to you for a solution and the value you provide to them. So all your marketing efforts should focus on problems you’ll solve for them and how you'll make their lives better. From your social media engagement to email messages and other marketing tactics, it should all be geared towards providing what your clients want or need and informing them as to how it will benefit them. Your consumers will share things of value with others helping you promote your business, in turn leading to more sales.
Mix Traditional and Online Marketing
A rule of thumb - follow your customers to where they hang out. If they’re on Facebook, Twitter, Pinterest, LinkedIn or YouTube you also have to be seen there. However, that doesn't mean you should ignore traditional opportunities to market. Everyone’s not online. So look at print advertising, publishing articles, public speaking, business cards, etc. that you can use to reach out to people in the real world too.
There is one problem with that, though. You have to find the platforms where people want to learn about your kind of business. For instance, a newspaper may not do because most people want to read only the news. You have to find places where your potential audience gathers looking for your sort of product or service. A more specific example would be if you’re into weight loss products or services it makes more sense to advertise or have your article in a health or fitness magazine than a newspaper because that audience would be actively looking for health solutions.
Repurpose Your Content
Repurposing content lets you take advantage of the content cycle by turning simple content into a more sophisticated form for buyers throughout the varied stages in your marketing journey. You can respond to customer pain points and address objections without having to share the same articles or guest posts everywhere. For example, a how-to article on your website can be turned into a video for YouTube. The benefits of repurposing content are that you can produce more content, get more leverage, increased traction on social media and less pressure to produce more of it.
Connect with Industry and Market Leaders, Especially Influencers
Nurture relationships with people who have a following. Approach others who have their finger on the market pulse and offer value. An interview with them for your website or podcast would be a great approach. Offering to provide content for their website or blog is another. The idea is to put their word out on social media, like retweeting their posts, for instance. Honoring them in that manner may make them do the same for you thereby increasing the chances of them sharing your business with their followers.
Curate Content, Especially from Influencers