Have I got your attention now? I’m sure the picture above did a great job at getting your attention. But the question is, what are you going to do with it?
I have clients who sent out 10,000 emails with only 1 response. I also have clients who ran Groupon deals that brought thousands of new customers to their business, who never returned. Wonder why?
Attention does not equal relevance
Of course, it is great to get attention for your business. It gives you a group of potential clients. People who are willing to listen for a short amount of time.
This is the moment that you have to show them the significance of your offerings. That will get people to stick around and learn more. If you can get them to do that, you might just have a chance to reap the rewards.
Attention + Relavance = Opportunity
How do you create this opportunity?
The first thing you need to focus on is SEO and PPC. What is SEO and PPC you ask?
SEO stands for Search Engine Optimization. With search engines controlling over 75% of the internet traffic, SEO is a must. Ignoring this effort is not an option especially for small local businesses.
PPC stands for Pay Per Click. These are basically paid search results that drives super-targeted search traffic. This is a great audience-builder and research tool for testing the market.
Once you have built audience through SEO/PPC, the next step is to attract them to learn about your product. This is why a properly designed website is so important. If you cannot retain and convert your audience into potential clients, you have just wasted all your efforts on SEO/PPC. However, if you have a visually appealing website as well as great contents, you might have the proper tools needed to convert your audience.
Don’t forget, e-mail campaigns and social media networks are also great ways to build audiences. These are very direct ways of reaching your clients and it intrinsically allows you to prove your relevance. Make sure to tread this water carefully since the last thing you want is to pump out what your audience would defined as spam.
Google once said “Content is King” and that statement still holds true today. The bottomline is, what you did to attract your audiences are all prep work required to get them interested in your content. If you do not provide quality content to proof your relevance, all efforts are wasted. Content is the guts of your entire online marketing effort. Great content makes you relevant. Write things that your community will read, learn things and share them. Your audience will thank you for it. Remember content does not have to be writing. It could be photos, video, audio, graphics, etc.
Now go back to your website, perform the prep work, create good content and seize the opportunity!