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January 7th, 2019 | By: | Category: Website Design
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How to Promote Your Business the Right Way in 2019

How to Promote Your Business

If you’re a business owner, you want to know how to promote your business the right way.

You’re learning more about marketing — especially online marketing — because you know promoting your business online is necessary in 2019.

The problem? There are a million different ways to promote your business and a million different “experts” giving you advice on how to do it.

How do you know which way is the right way?

Before we dive into specifics, let’s talk about the truth you need to understand to promote your business the right way.

The Wrong Way to Promote Your Business

We’re a digital marketing company. We help clients rank high on search engines.

Techniques like SEO, PPC, Paid Ads, and social media marketing work well for businesses only if they meet the following criteria:

Your business has to communicate value and focus on your customers above all else.

Blasting advertisements saying “buy our product!” isn’t communicating value.

Writing content search engines like, but visitors don’t, isn’t communicating value.

Digital marketing is a means to an end, not the end itself.

The best part? When you put your customers first, you usually do well in digital marketing as a by-product.

Simply putting your customers first relates to SEO in a lot of ways.

When you build a well-designed and user-friendly website because you want your visitors to have a great experience, you get “SEO-credit” in the form of “dwell time” and a low “bounce-rate.”

When you create content people want to share and link to, your site builds authority naturally.

The better your product itself, the easier it is to get positive engagement both online and word of mouth, which helps boost the “engagement signals” Google uses to rank websites.

Now we’ll dive into specifics. But, remember, all of our tips on how to promote your business revolve around putting your customers first.

An Obvious (But Underused) Method for Promoting Your Business

When you think of marketing and promotion, you probably think of techniques for promoting your product or service.

Here is an aspect of marketing that goes overlooked — improving your product or service.

Have you been going the extra mile with customer service?

Are you actively searching for ways to improve your product or service?

When was the last time you did a deep analysis of product development?

Digital marketing is great, but it pales in comparison to the power of a great business reputation.

On top of that, a great business reputation helps your digital marketing in direct ways.

Reviews

google reviews

Google and other search engines use online reviews as a ranking signal.

You should seek reviews on these platforms from your customers.

To get those reviews, you have to have an awesome product or service.

Here are some quick tips for improving your product/service to get more reviews:

  • Actively seek feedback from your customers and use it to improve your product/service
  • Make sure to ask for reviews after your service has been performed or product delivered
  • Follow up with customers regularly (for long-term customers)
  • Aim to have the best customer service possible (this is not a trivial insight)

Brand-Building

Marketing expert Neil Patel wrote an article about the future of SEO in 2019. In it, he mentioned brand building as one of the top tips for business owners.

Why is brand building important.

Google trust established brands.

If you have an established brand, your website has a better chance to rank.

Of course, creating a solid digital marketing campaign helps build your brand, but so does the quality of your product.

If you create a product or service people rave about, more people will search for your business online by name.

The more searches your business gets by name, the more brand credibility it has.

Focus on putting yourself on the map in your industry with both product/service quality and digital marketing.

Online Mentions and Citations

Each time someone mentions your business online, you get a “cool point” with Google.

These are known as citations.

Citations count even if you don’t get a backlink to your website.

Again, making yourself known as the “go-to” company in your industry increases your citations.

More citations = more authority on search engines.

Content Marketing

Content marketing is the process of sharing relevant content online with your target audience. It’s an all-encompassing term.

How does building a better product or service help your content marketing? It gives you more to work with in your content marketing campaigns!

You can share insights on why you’re the leader in your industry or provide case studies with your results:

brand building on social media

 

Think about it. The more awesome things your business is doing, the easier it is to share content with authority.

And content is king…authoritative content that is.

Become an expert in your field and share your results with the world.

Think Long-Term

If you can’t think long-term, digital marketing won’t work for you.

Neither will marketing in general.

Digital marketing isn’t a cookie cutter solution.

You have to learn what works — and what doesn’t — after a long period of time.

How long, you ask?

Well, when we work with companies, we tell them SEO and Content marketing takes 12 months before the campaign fully kicks in.

It can take even longer to build a stellar brand and reputation that stands out above all the competition.

It’s counterintuitive. Some of the most important aspects of marketing have nothing to do with the marketing tactics.

They have everything to with your vision, outlook, tenacity, persistence, and willingness to collaborate with other smart companies like digital marketing agencies.

That’s why we call ourselves “strategic partners” to our clients.

It takes more than tactics to succeed online. It takes a level of dedication and patience that doesn’t come easily for everyone.

This also makes digital marketing easy, in the sense that most companies aren’t willing to invest the right time and resources into their marketing.

If you differentiate yourself, you can with in 2019.

Choose the Right Channels and Techniques

You can use many different channels to promote your business online.

The key? You don’t have to use all of them. Use the ones that work for your business.

In a post we wrote about Video SEO and content marketing, we used a make-up company as a great example of video marketing. Make-up is a visual product. Using tutorial videos for a makeup brand can work quite well.

If you are a company who sells precision machining parts, you might do well writing in-depth written content about the specifics of your machinery.

For B2B companies, LinkedIn works better than other social media channels.

Let’s break down some of these channels. Keep your business in mind while we review.

Search Engine Optimization (SEO)

Does every business need SEO?

In some shape or form, most if not all businesses can benefit from ranking well on search engines but the amount of effort needed varies. So do the results you can expect.

A couple of factors to keep in mind:

  • Potential market – Some markets have more searchers than others, e.g., real estate vs. hand-knit mittens
  • Competition – Competition often goes hand in hand with the market size
  • ROI – Some industries have searches with more “buyer intent” than others, meaning people use search to make purchasing decisions more in some industries than others

Our advice? Talk with a smart digital marketing company to see if SEO is right for you.

Social Media Marketing

You’ve probably said to yourself “I need to promote my business on social media more.”

But which platforms are right for you?

Each comes with its own pros and cons.

Facebook

Facebook has excellent audience targeting features for paid advertisements.

Facebook’s organic reach – traffic you can get for free – is not so great for businesses in 2019.

It’s still wise to have a Facebook page for your business to get likes and reviews, which count as a ranking signal for Google.

Bottom line: You should probably have an active Facebook page for your business.

The best organic activities on Facebook are:

  • Sharing content and media – blog posts, videos, and other forms of content should be shared on Facebook
  • Reviews – encourage people to leave reviews on Facebook and respond to them
  • Engagement – if you have a community based-product, e.g., an education business for parents and children, answering questions and interacting with users works well on the platform

Facebook does tout one of the top social media paid advertising platforms.

Here are some excellent articles on creating Facebook ads the right way:

Instagram

instagram marketing

Instagram works well for products and services you want to show. 

Custom home builders, health and nutrition companies, and landscape design companies are all examples of businesses who should leverage Instagram.

Also, if your target audience is in a younger demographic (<50), odds are they use Instagram.

If you can create quick, punchy, and entertaining/informative videos about your brand, Instagram is a great cross-promotion channel, too.

You can run Facebook ads to both Facebook and Instagram, too, since Facebook owns the company.

LinkedIn

If you have a B2B business, you should be promoting it on LinkedIn.

Over the years, LinkedIn has improved its features in both paid advertisements and organic reach.

Check out this announcement from the company about improving its company pages feature:

linkedIn pages promotion

The trend shows LinkedIn is gearing up to become a much more user-friendly and community-oriented platform, shifting away from its old identity as a dry B2b social media company.

2019 might be the year to go all in on LinkedIn.

Marketing expert, Neil Patel, has been doing a ton of videos on LinkedIn. Always pay attention to the early adopters in marketing trends:

IinkedIn video

Notice the engagement on a simple and short video.

If you can create bite-sized content:

  • Short videos
  • Short excerpts of posts
  • Shared posts with insights

You can reap the rewards of LinkedIn’s algorithms.

Look at the insane amount of reach from one shared article:

linkedin posts

All B2B brands should utilize sharing, curating, and storytelling to promote their business on LinkedIn in 2019.

Twitter

Twitter engagement varies from industry to industry.

In the content marketing and SEO space, Twitter is a great tool for promoting content about marketing because users engage with it.

Businesses with a heavy focus on media do well on Twitter:

twitter promotion

 

Online magazines, public figures, marketing companies, authors, news outlets, and personal finance experts are all examples of businesses who can benefit from Twitter.

Local carpet cleaning companies? Not so much.

If your business uses content marketing as the main tool, Twitter is a great place to promote your work.

Content Marketing

Content marketing has a lot of definitions.

In our case, we’re talking about a long-term plan to create SEO-optimized content for your business in the form of landing pages and blog posts.

Here are some of the things you need for a successful campaign:

  • A fully optimized and reponsive website – This means your website should have a great user experience on all devices and have the right SEO data
  • An SEO blog – Over time, you (or an agency) will use the blog to create new and fresh content to serve the needs of your audience and potential audience
  • Tools and tracking – We talk about this in-depth in our digital marketing guide, but you want to have tools to track traffic, keyword rankings, and other important data

Content marketing has mixed results for different companies.

This excerpt from Smart Blogger highlights why:

content marketing

You need to plan your content around your business as a whole.

You need to keep the following in mind when creating your content:

  • How familiar is the visitor with you when interacting with a certain piece of content?
  • What type of content is needed to build more awareness so visitors know, like, and trust your company?
  • What’s the number goal of your campaign?
  • What problems, pain points, aspirations, and desires are your content addressing?
  • Who does your content need to target (this changes based on the stages of awareness)?

Content marketing is a topic worthy of an ultimate guide of its own.

The bottom line – content marketing is a tool that works for any business when done the right way.

If you’re curious about improving your content marketing, fill out the form below:




Video, Infographics, and Media

 

Video is the next great frontier in digital marketing.

Look at these video marketing statistics:

  • The 25-34 (millennial) age group watches the most online videos and men spend 40% more time watching videos on the internet than women. (Wordsteam)
  • Cisco has projected that more than 80% of all Internet traffic will be video by 2021. (Impact)
  • 45% of people watch an hour or more of video per day (Hubspot)

There are many different ways to promote through video.

You can add a humorous twist and make creative commercials like Dollar Shave Club:

 

You can make “how-to” videos for using your product:

Or, you can leverage video in paid ads to grab people’s attention:

video marketing example

Along with video, you can use other engaging media like Infographics. Here’s an example from a demo version of our employee referral tool – Referral Factory Pro:

infographic

 

The bottom line – the more relevant and engaging media you can use the better.

Not only is it informative and entertaining for your visitors, but it helps improve important SEO metrics like:

  • Dwell time
  • Bounce rate
  • Total time spent on site

Commit to Promoting Your Business in 2019

Above all else, you need to commit to promoting your business online to succeed in 2019.

The biggest marketing secret isn’t a secret at all.

Either on your own or with the help of a smart digital marketing agency like MLT Group, make this your year to invest more in marketing than any year previous.

 


 

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