While the world is more digitalised than ever before, it’s become apparent to us at The Edwards Company that not everyone is 100% confident about moving their marketing online. A lot of our clients are family-run cleaning companies who have used traditional marketing methods for years and have recognised the need to move to online marketing but are unsure of how to go about it or where to start.
This is entirely understandable! When you’ve been working in a particular way for a long time, change can feel daunting, especially if you’re unsure of how to go about the task at hand.
With this in mind, we thought we’d put together some steps to guide you through moving your marketing online in a simple but effective way that is guaranteed to improve your marketing results.
Set up a simple website
The best and most effective way to move your marketing online is to set up a simple website that clearly showcases your services. Often, your website will be the first port of call for potential customers who are considering investing in the products or services you offer. Nowadays, not having a website at all may act as a deterrent for these customers – they may think that your business no longer exists or may be reluctant to invest in something that they can’t read about online.
Once your website is set up, you’ll need to focus on your website content. Your website content should clearly and concisely tell your target customers who you are and what you do. Ensure that you get the tone of your copy right for those who you want to target and avoid filling it with too much waffle (for want of a better word!). Keep it simple, easy to read and make sure your contact details are easily accessible.
If writing isn’t your thing, don’t panic! There are plenty of copywriting services out there who will be able to provide you with the content you need.
Make the most of social media
While you may be using social media in your personal life, using it for your business can be quite different, and it may be something you haven’t looked into yet if you’re just starting to think about moving your marketing online.
The main thing you need to know about social media is that it’s great for making connections, particularly with your target audience. Social media allows you to reach specific groups of people and target them with content that will appeal to their wants and needs. It’s similar to pushing leaflets promoting your business through doors in the local area – you’re getting your business in front of all the right people – only, doing so on social media requires a lot less expense (and walking!)
But with so many social media platforms out there, where should you be focusing your efforts? And what should you be posting for each?
LinkedIn is the number one social media resource for businesses. It allows you to showcase your services to like-minded business people, as well as those who may be interested in what it is you’re offering. If you’re a cleaning company, for example, specialising in cleaning commercial establishments in a particular area, you’ll be able to find and connect with employees at those establishments. This means that, once again, you’ll be getting your services in front of the right people.
In terms of what to post, it’s entirely up to you! You may want to introduce your business and your team, you may want to post about the specific benefits your services provide for customers, you may want to talk about trending topics in your industry or reviews from previous clients… the options are endless.
If you’re looking for some LinkedIn posting top tips though, here are ours:
- Avoid sales-pitch style posts – posts that are authentic and personal tend to do better on this platform
- Include images – images draw the eye far more than text does so, the more images you include when posting, the better
- Post frequently and engage with your connections – like, comment on and share any relevant posts you spot
If you’re struggling for inspiration, check out The Edwards Company LinkedIn page for some ideas.
While Facebook is well-known for being filled with pictures of people’s pets and amusing videos, it can actually be a lucrative way to generate new business. You can use Facebook similarly to LinkedIn, but you may always want to use Facebook Ads.
Facebook Ads allows you to get a bit more sales-pitchy by paying to advertise your business as a whole or a specific service or product that you offer. You’ll be able to dictate the exact target audience you want to advertise your business to, and you’ll see increased rates of engagement and potentially leads because of it.
While there is a cost involved with Facebook Ads, it can definitely be worth it if you’re trying to make your mark in the online world.
Using Instagram for your business is a great way to really get some of your personality across. Often, businesses can come across as overly formal and unapproachable, so having some fun with Instagram is a great way to make your company seem a bit more ‘human’.
You can post fun photos with short captions and plenty of emojis, or you can dabble in Instagram’s newest feature, Instagram Reels. This allows you to create short videos with music, plenty of effects, and a few fun filters – perfect for showcasing what a day at work looks like for you!
While there are plenty of other brilliant social media platforms that you can utilise (TikTok, YouTube, Pinterest… the list goes on!), by using LinkedIn, Facebook and Instagram in combination, you’ll be able to build a brilliant representation of your business online.
Set up a business blog
We’ve established that online marketing is all about making connections with your target customers, and one of the best ways to do that is by setting up a business blog. A business blog allows you to give your target customers an in-depth insight into your business, your services and products, and the benefits they can provide.
Posting regularly on your business blog also improves SEO, increasing the chances of your website and blog being seen by all the right people. But what are you supposed to post?
Articles between 500 and 1000 words are ideal, and honestly, they could focus on anything at all specific to your business or industry, but in case inspiration deserts you, here are a few ideas to get you started:
- Introduce your business – consumers are nosey, and they love knowing everything there is to know about you and your business! Write a post introducing yourself and your company, share how your business started and where it’s going and let your customers know how you can benefit them.
- Top Tips – if you’re a service-based business, one way to draw readers in is to share all your industry top tips. If you’re a cleaning company, for example, share your tips for removing stains from carpets – your readers will thank you for it!
- Service or Product focus – writing about specific services or products is a great way to ensure potential customers have all the information they need in order to make a decision about investing. Give detailed reviews of your products or services or in-depth descriptions of how they work. You’ll pinpoint yourselves as industry experts by doing so.
If you’d like to set up a business blog but are worried about having the time to post, let us know. Here at The Edwards Company, we have several flexible, affordable blogging support packages available designed to make your online marketing journey a little easier. Please do not hesitate to get in touch.
Moving your marketing online is the best step you could take. While traditional marketing methods still work to a degree, they work far better in combination with online marketing strategies like setting up a website, utilising social media and building a business blog. Give it a go – we guarantee you’ll be pleased with the results!