7 Simple Steps to Increase Your Online Business

7 Steps To Increase Your Online Business

With the ascendancy of the web, business owners can find themselves left in the digital dust by the speed of change. Many don’t even know where to start aside from building a website. In fact, even that step was taken unwillingly by many at the time and look how important it has become today. It’s your digital storefront and plays just as important a role as your physical location – especially if you’re a service business. So, what does a business owner do to get the digital marketing ball rolling? How can they start without breaking the bank?

In an attempt to illuminate and enlighten, we’ve put together a roadmap we feel will help any business owner get the right start in their digital marketing efforts. These seven steps provide you with the key elements in any successful digital marketing program. They’re clearly explained and include links to tools and sites we think will benefit any business owner when thinking about what to do first, second, etc. If you stick to this outline you should see immediate online benefits and gain a working understanding of what you’re doing and why.

Here’s the outline we’ve put together to increase your online business. Click on any of the links to learn more about that specific step and its elements:

Confirm Your Business Tracking's & Methodology

  • Proper Installation of Analytical Tracking Software
  • Define Goals with Conversion Events
  • Call Tracking Installation with Lead Scoring Capabilities

Analyze Your Site Performance Capabilities

  • Analyze Webmaster Tools Data
  • Testing Site Speed & Load Times
  • Confirming Mobile-Friendly Compliance
  • Enable & Apply Structured Data Segments
  • User Experience (UX)

Competitive Analysis

  • Define Competitors
  • Review Competitor Strategy
  • Compare Current Market Share
  • Cost Benefit Analysis

Site Flow & Objectives

  • Review Sales Funnel
  • Conversion Optimization Techniques
  • Sales Copy Review

Budget Planning

  • Define Your Market Spend
  • Define In-House Capabilities
  • Define Outsource Costs

Strategic Marketing Plan

  • Search Engine Optimization (SEO)
  • Pay-Per-Click Advertising (PPC)
  • Social Media Channels
  • Local SEO
  • Email Marketing

Execute Marketing Objectives

  • Project Management Responsibilities
  • In-House Responsibilities
  • Outsource Responsibilities

Step #1: Confirm Trackings & Methodology

As a digital marketing agency, we’re often asked what the first thing a business should do to find online success (aside from building a website) and our answer is always the same – track everything. If you’ve been tracking activity then confirm the tracking is functional and methodologies are in place which are logical, cost-effective, and meet all applicable guidelines, regulations, and laws.

To be sure you’re on the right path we’ll begin at the very beginning with the proper installation of analytics software. If you have analytics installed already, it’ll pay to check your installation to ensure it is functioning properly.

Proper Installation of Analytical Tracking Software

As a Google Partner, we recommend using Google Analytics 4 as your analytics software. Over the years, we’ve found it to be the most robust option available that’s readily usable by those without a deep background in technology. Today, it’s recommended you set up a GA4 property to get all the benefits it offers over Universal Analytics (now deprecated). It’s just sound planning as eventually other less-supported options may be deprecated too.

There are two simple steps for setting up a Google Analytics 4 property in your account:

Step #1: The very first step is checking whether or not you have an existing Google Analytics account and, if so, are you using GA4 in your account or do you still have UA installed even though it no longer functions? There are slightly different considerations based on whether you’ll be starting a new account or upgrading an existing one, but, assuming you’ve installed and run analytics over the last 4-5 months you’re already using GA4. You can follow this link to check. In any case, you need to set up your Google Analytics account. Already done? Then move on to Step #2.

Step #2: Now that you’ve properly created a GA4 property in your account (this property being your website) it’s time to install the proper tracking code for your technical environment. Again, depending on whether or not you’re setting up analytics for the first time or upgrading an existing account there will be slightly different instructions you’ll need to follow. But, for the vast majority GA4 will already be implemented. In any event, you need to ensure the new code is properly implemented on every page of your website to track successfully.

Google Resources:

Define Goals with Conversion Events

Once you’ve properly set up your Google Analytics account and implemented the tracking code across the website you can begin to think about the goals you have for your website property. These goals are called Events in GA4. An event in analytics measures how well the site fulfills a specific, defined objective. Those fulfillment actions are called conversions and are vital to your business’ overall success. So, for example, every time your contact form is filled out (completed conversion action) your contact thank you page loads (event). Analytics keeps track of these conversions using events established in-system. Let’s take a look at what’s involved:

Creating A New Event: The first step is deciding what your website event will be and creating it inside Google Analytics. Google has some templates you can use if you don’t want to create your own. The Analytics Help files we’ve shared below can walk you through the process much faster than we can, so visit them to get past Step #1!

Event Configuration Options: In Google Analytics you’re given multiple options for the type of event you wish to create. These range from destination events to screens per session events and each track and record a specific kind of action. It’s important when using custom events to ensure you choose the appropriate action type. That will guarantee you’re recording the correct activity and not skewing your conversion reporting.

Revising & Editing Events: Once you have created an event it’s yours to edit and revise at your discretion. Your Google Analytics 4 dashboard will grant you unfettered access to your events and allow you to modify them to your specifications. Make sure that your changes haven’t affected the functionality of your event by verifying it again in-system. Remember, your event will start recording data as soon as you create or edit it. Events can be paused at your discretion as well.

Google Resources:

Call Tracking Installation with Lead Scoring Capabilities

One of the most cost-effective ways a business utilizing digital marketing can keep tabs on their results is through the installation and proper usage of call tracking software with lead scoring capabilities. It’s the ideal way to stay on top of exactly what your website is doing for your business each and every day. Plus, it provides you with all the information you need to continually optimize your site’s performance. There are a variety of options for handling this, but we prefer two solutions above all the rest – CallRail and Google Forwarding Numbers. Let’s take a look at each to see what makes them so effective as digital marketing solutions:

  • CallRail Call Tracking:When it comes to understanding your inbound calls there’s nothing that compares to CallRails software. It allows you to track call and conversion activity in all of your marketing endeavors – from search to display, both online and off. They use dynamic number insertion to switch your number for one of their own assigned to your specific effort. This allows you to track your customer’s journey from beginning to end. And, lest we forget the best reason to use CallRail, each call is recorded to allow you to listen and score them individually. If you’re looking for the perfect Quality Control tool then CallRail was built for you.
  • Google Call Forwarding Numbers:If your business uses Google Ads then you may already be familiar with Google Forwarding Numbers. These are the numbers you assign to your Call-Only Ad campaigns and Call Extensions that the system then uses to track call conversions. You insert the numbers and set up your conversion action for Calls from Ads. Then set a specific duration for the call and assign a value. We recommend using a call length of at least 90 seconds to filter out the calls that fail to convert due to factors outside your control. The more refined your conversion action, the more legitimate your conversion reporting will be and that’s vital to getting the most from your efforts in Google Ads.

Helpful Resources:

Step #2: Analyze Website Performance

Having a website was enough for many years because most devices sat on desktops and had robust processors allowing for full web browsing capability. Well, those days ended when mobile devices were born able to surf the web just as readily as their deskbound brethren. Now, your site needs to be fast on computers, tablets and mobile devices running at vastly different speeds. That takes understanding your site’s performance and optimizing it continually to get the best possible results from your digital marketing efforts.

Thankfully, there are a range of excellent tools you can use to keep track of your site’s performance – many of which are free of charge. That’s great news for any business owner but it comes with a downside too. You’re going to need to learn some new skills or partner with an agency that can assist you with the tougher optimizations required to rank well in any vertical. So, let’s break down some of the tools you can use and why their use is vital to your continued success:

Analyze Webmaster Data

Webmaster Tools are a key element in getting the most from your web efforts as they assist your site in speaking to and dealing with the algorithms search engines use to categorize and rank sites for specific search terms. It’s also how you communicate with the robots that index the web via the XML sitemap you submit through Search Console – either Google's or Bings. It’s your ally in so many ways including helping you manage and maintain your most important web property. Let’s take a look at the steps involved:

  • Step #1: The first step is to get your site working with Search Console. This is where you will add your website property and verify your site ownership – two very important elements. You can also set up who will have access and manage their activity right from your Console. You can add a great many properties to your account, so we recommend using your primary Gmail address to create and manage this. In a perfect world, this is the Gmail tied to your Analytics property and Google My Business listing.
  • Step #2: Now you will need to handle some common Search Console tasks – like refining your personal settings and those of your web property. You’ll set your preferred domain (www or non-www) and adjust the Googlebot crawl rate to match your preferences. It sounds complicated, but it’s clear and easy to follow once you’re in the Search Console. You’ll want to set email notifications to ensure you’re always on top of what’s happening with the engines and your site. You’ll also be able to link Google Analytics to your Search Console during this step.
  • Step #3: Okay, so you’re almost a seasoned Webmaster Tools pro. All you need to do now is use Search Console to properly manage and maintain your site and sitemap going forward. It’s not as daunting a prospect as it sounds, trust us. You can do it if you put in the time to properly understand what you’re doing. We’ve provided links to all of the help files you’ll need to inform your actions where Google’s Search Console is concerned so refer to them often when you’re uncertain. Or call the experts at Lift Conversions for the answers you’re after!. We’ll be glad to help for an affordable price.
  • Step #4: So you’re up and running with Search Console as your ally. But you’re going to need to familiarize yourself with the reporting features to truly get the most from your activity. Thankfully, you have access to reports at a glance in Search Console, so you can get the information you need quickly without sacrificing accuracy or depth.
  • Step #5: The last thing to do in Search Console is to benefit from the information available regarding the best content approaches to achieve the rankings you’re looking for. You can find exceptional insights into best practices where search-friendly content is concerned that can only help you to better your site’s organic rankings. Who isn’t interested in that?

Webmaster Resources:

Analyze Site Speed & Load Times

After you’ve established your website with Webmaster Tools you’re going to want to test your site’s performance in terms of its speed and load times. These metrics are huge in the experience your visitors have. That means you can have the formula for turning lead into gold on your page, but no one will ever see it because they wouldn’t wait longer than three seconds for your pages to load. If the whole world is hurtling by faster and faster you’re risking being left behind with a site that’s even a little slow. You can be sure one of your competitors is fast and they’re the one in the lead.

Below we have provided you with a bevy of tools you can use to test your site for free. Some will produce only datasets you’ll have to decipher and put to use on your own while others give insight and next steps. All have value and should have a place in your toolkit.

  • Google’s PageSpeed Insights: This test produces results for both desktop and mobile devices which include breakdowns of key elements on your site. Find out how long it takes for the first meaningful paint with this amazing tool!
  • Google’s Mobile-Friendliness: This test is exactly what its name suggests. It tests your URL to ensure it is easily accessible on mobile devices. With the rise of mobile’s importance, this is one test you can’t ignore.

Mobile Resources:

Analyze Search Appearance

Structured data is the standard way that websites communicate with the machines that power search engines. This data included on your site in the correct manner helps to inform the robots that index your website, so they do a better job of properly cataloging and presenting your data to relevant queries. In short, it’s the language your site uses to educate the machines that are responsible for displaying your site in search results. Without it, you’re never going to rank well for any single term – let alone those of importance in your vertical.

Below, we’ve included tools and links to resources that can assist you in getting more from your website’s structured data opportunities. Let’s take a look:

  • Structured Data testing Tool: Google has provided a free structured data testing tool you can use to verify that your site is up to par where this vital element is concerned. You cannot go without it – no matter what!
  • Robots Validator & Tester: Robots are big players in ensuring websites are indexed properly. That means you need to be certain your site is setup to allow this. Use this Technical SEO tool to check!

Valuable Resources:

Step #3: Competitive Analysis

No matter what industry you’re competing in, and if you’re in business you’re most definitely competing, it pays dividends to understand your competition – what they’re doing, where they’re succeeding, and where your efforts overlap. Understanding who they are and what they offer will help you to define how your customers define “superior”. That word is all that matters in competition. Whoever is described as superior wins. It’s that easy. Getting insight into where they’re winning, where they’re considered “superior” can help you overtake them where it matters most.

There are several steps you can follow to get the most from your efforts into competitive analysis – not to mention some tools that may make it even easier for you to get what you need.

We’ve shared them all below to give you the tools to undertake your own analysis of your local, regional, national, or international competitors. We’re available to help should you need more than what’s available here:

  • Defining the Competition: Before any analysis can take place you need to identify who your biggest competitors are, or any rival that has taken a bite out of your business in a specific service or product category, then you’ll have a list to work from going forward. This will allow you to begin profiling each of them to better understand their strategies and any potential responses to your own initiatives. That’s key as it will allow you to prepare for any “retaliatory” moves they make after your own have been implemented – especially undercut attempts at defusing your promotions. They whole exercise should be aimed at identifying their strengths and weaknesses where your own efforts are concerned.
  • Build A Market Share Array: This may be something you’ve never even heard of, but it’s not difficult to understand when you have it laid out for you. A market share array is actually just your own thoughts on your competition given meaning through weighted number ratings of 1-5. We’ve broken the individual steps out below:
  • Determine the competitors: Choose the companies you wish to include in your array. You may include as many as you wish, but each will need to be rated from your own experience, so we recommend using your top 3-5.
  • Identify benefits common customers expect: In order to properly rate each company in your array, including your own, you’ll need to imagine your ideal common customer and their specific expectations. These will be your key success factors.
  • Identify key success factors: As stated above, your customer expectations will be your key success factors. These should include everything you believe is important to your customers. For example, innovation, advertising, branding, customer service, reputation, industry competence, etc.
  • Rank factors: With your factors in hand you need to give them each a weight rating. When added together, all of the weight ratings should equal 1.0. So, one factor may be weighted .10 while another is .25. However, all added together must equal 1.0 exactly for your array to hold value.
  • Rate each company: Now you just have to give each company in your array a value for each weighted factor. These values should be from 1-4 with 1 being the worst and 4 the best. When ratings have been given to each factor just multiply it by the weighted rating to get the weighted score. Add these weighted scores for each factor together and you’ll have a total combined score for each company. Use this to compare your efforts in key areas!
  • Understand their strategies: This is where your instincts, experience, and creativity will serve you well. After all, knowing what a company is doing online doesn’t necessarily translate to seeing the big picture – particularly if you’re not informed about how individual initiatives mesh with others. If you get it, you can use it to your benefit. Imagine knowing the keywords your site is sharing with your three biggest competitors. If you knew their value you could adjust your approach to take advantage of areas they’re missing. You could allocate more budget to areas they’re winning and try to unseat them from their position. There’s no limit to what you can do once you know how they’re spending their own budgets – where, how much, and with what success. That’s pure gold in the right hands!
  • Cost-benefit analysis: So, your competitive analysis is complete. You have all your rated competitors neatly arranged. You know their efforts and have seen their impacts on your own bottom line. There has to be more, right? There is – cost-benefit analysis. CBA allows you to gauge the relative risk in moves you’re considering making. And, because you have the insights you’ve garnered through study of the competitors in your vertical you can be confident your estimates of project benefits will be as accurate as possible. Having real, actionable data on the potential risk/reward in any endeavor is going to prove useful – priceless even.

Competitive Analysis Tools:

Step #4: Site Flow & Objectives

When you think about digital marketing to increasing online business, all of the technology and flashy content really boil down to just one thing – improving user experience. Everything you do online is geared toward providing your site visitors with an exceptional experience – hopefully, significantly better than your competitors’ efforts. You’ve done all the technical backend work to get your site up to speed and you’ve checked your competitors’ efforts to see where your own are lagging behind. Now it’s time to put that information to good use by reviewing your sales funnel and optimizing your conversion pathways across your digital marketing efforts. This will include a thorough review of all your brand messaging, any ad copy, site content and email marketing materials used to facilitate sales of your goods and services.

We’ve broken this section out into three main areas of focus. Each of these is vital to getting the most from your digital marketing efforts and should be given regular attention to maintain position within your vertical. After all, setting it and forgetting it no longer works. You have to actively manage your digital processes to keep them profitable.

Review Sales Funnel: If you are in business then you know what a sales funnel is and we need not take time to explain it in detail. However, we will point out that you should review your sales funnel regularly to ascertain performance and any drop-offs that could prove to be more than blips on the radar. Blips can become trends before you know it so staying ahead of the data is vital to getting the most from your planning and implementations. The six areas of focus in your sales funnel are:

  • Awareness: This is where your business is discovered – whether through paid ads, organic queries, listing sites, etc. This is where most of your advertising budget is spent.
  • Discovery: Okay, you’ve got their interest and now they’ve found you. This portion of the funnel is dedicated to delivering quality, informative content that leads to the next stage in the funnel.
  • Evaluation: This is where comparisons to your competitors come in and it’s where your competitive analysis can really pay dividends. Understanding where they fail allows you to bolster efforts in those areas. It gives you the content pathways to speak your customer’s language.
  • Intent: The visitor is ready to convert, but they may need a bit more convincing from your sales team, or from additional communication via the website and its forms. This is where your phone number displayed on your site, your ad copy and/or your website turns a visitor into a customer.
  • Purchase: It’s time to close the deal with your customer and that means the sales funnel and all your associated processes worked. This is a cause to celebrate, but it’s also a learning opportunity. Remember, the funnel is an open-ended creation and never truly closes. The best funnels have taken that into consideration and plan for ways to re-approach past customers.
  • Loyalty: When your funnel is successful in its mission of informing and converting site visitors then you have data you can use to further better performance. using what worked with them allows you to continually optimize your site and associated digital marketing to what’s working. Optimize, optimize, optimize!

Conversion Optimization: There are as many conversion optimization techniques as there are marketers. That means you have to find the ones you feel offer your efforts the best opportunities at success. We recommend five steps to every client we work with that focus on areas we think are vital to effective digital strategy. These steps have been outlined briefly below and you can find additional information about any of them with a simple Google search. These aren’t well-guarded secrets, but steps each and every business owner should take to ensure they stay headed in the right direction. After all, conversions are the goal of everything you do.

  1. Don’t overreach: Search engines prefer websites that answer user queries quickly so the first page is given to those sites that do the best job of delivering. It would seem optimizing for every possible term is the way to go but that’s probably not the best idea. Using a jack-of-all-trades approach, it will be tough to get your site to rank effectively. Limit your reach to what you think you can own and go from there.
  2. Content Is King: This is the single most powerful tool in your toolkit for getting the results you’re after. You can control it directly and you should know your customers better than anyone. Find what scratches their itches and give it to them via short-form and long-form content. That’s the surest way to win in digital marketing on any platform. Content is user experience at it’s best.
  3. Imagery & Video: You’re a web surfer, just as all of us are today, so you know what catches the eye of your customers. They stay for imagery and video and absorb more information when they’re given a choice of how to digest it. User experience is all about choice and if you give them the ones they want your customers will keep coming back forever.
  4. HTML5: Sites that use Flash are going to be left behind by leaps and bounds in the very near future. It’s unnecessary today and slows load times considerably – especially when there are many elements to load on-page. Consider moving away from Flash completely and embracing HTML 5 for the obviously better solution it is.
  5. Test & Test Again: The only way you’re going to get anywhere with your conversion rates is through constantly refining your approach using testing, repeated and never-ending testing, to find the pain points and iron them out to deliver a smooth, enjoyable experience to every one of your site’s visitors. test everything you can as often as you’re able for the best possible returns!

Sales Copy Review: Though it can be considered a part of optimizing for conversions, we feel your sales copy is so important it deserved to be approached independently of the other steps outlined above. Every piece of copy you have should be reviewed regularly to gauge its performance over a given timeframe. Use what you’ve learned about your competitors’ efforts to inform your decisions and constantly strive to be better for your users – in your promotional materials, your ad copy and your website service/product pages. These are where your sales take place and where your attention should be at all times.

Nothing you do for your business is more important from a digital marketing perspective than the sales copy you present to your customers. It’s your voice in their digital ears and it should be as sweet as you can make it – no matter the venue where they encounter it online.

Additional Resources:

Step #5: Budget Planning

Building a marketing campaign without a budget is like flying blindfolded. You might stumble upon success, but it's unpredictable and risky. Take control by mapping out your costs beforehand. Understanding what you need financially empowers you to deliver optimal results and avoid mid-flight crashes.

Define Your Market Spend

Think of your market spend as a detailed roadmap to your project's victory. From staffing needs to web development, map out every expense before you set sail. The more you forecast, the more bumps you anticipate and the smoother your journey. This budget isn't just numbers, it's the foundation for your team's success. So plan, prepare, and conquer every challenge together.

Determining the optimal budget for your marketing initiative can be a complex undertaking. To navigate this landscape effectively, we present two established methodologies. By carefully assessing your specific circumstances and objectives, you can identify the approach most likely to yield a precise and impactful financial plan for your operation.

  • Percentage of Sales Budgeting: Let your sales data guide your marketing spend. The percentage-based method leverages historical performance to determine a budget that aligns with both your marketing needs and your overall business objectives. This data-driven approach ensures you're investing strategically and maximizing your return on marketing investment (ROI).
  • Goal-Based Budgeting: Move beyond “spend a percentage of sales." Goal-based budgeting empowers you to craft a surgical financial plan for each marketing operation. Define clear goals, devise a data-backed strategy, and allocate resources to maximize their impact. This targeted approach is the secret weapon for managing multiple campaigns with optimal efficiency and ROI.

Define In-House Capabilities

You need to unlock your team's hidden potential. Understanding their capabilities is the key to crafting a winning online strategy. Identify their strengths, assess workload capacity, and pinpoint gaps. This empowers you to procure the right additional services, maximize ROI, and build a budget that fuels success. Every team member is a valuable asset, so assign tasks that leverage their unique skills and watch your online efforts soar.

Don't just outsource, co-create. By understanding your team's limitations, you open the door to powerful partnerships. The right outsourcing partner will seamlessly fill those gaps, become an extension of your team and work together to maximize your online profits. Everyone wins and your business soars!

Define Outsource Costs

Now you’re ready to outsource smarter, not harder. Your team skills map is your guide to finding the perfect outsourcing partners. Compare full-service solutions to tailored vendor collaborations for each role. Negotiate for optimal price-skill combinations, build strong partnerships, and watch your budget blossom. Together, you can achieve cost-effective success for every initiative.

The world of outsourced marketing skills is vast and diverse, offering options for every budget and need. However, navigating this landscape requires careful consideration to avoid costly mistakes and disruptions.

Before diving in, remember:

  • Research is key: Don't rush into a vendor partnership without thorough research. Compare qualifications, client testimonials, and case studies to understand their expertise and track record.
  • Ability reigns supreme: Prioritize finding vendors with the proven ability to deliver on your specific marketing needs. Look for relevant experience, technical skills, and creative thinking.
  • Flexibility matters: Choose a vendor who can adapt to your changing needs and priorities. The marketing landscape is dynamic, so ensure your partner can adjust with you.
  • Cost plays a role: While price shouldn't be the sole deciding factor, it's essential to find a vendor who offers competitive rates that align with your budget.

Securing the right vendor is like finding the missing piece of your marketing budget puzzle. With a well-matched partner, you can confidently allocate resources to specific areas of interest, knowing your initiatives are in capable hands.

  • Bonus Tip: Don't be afraid to negotiate! Many vendors are open to discussing customized pricing and service packages. Open communication and clear expectations can lead to a mutually beneficial partnership.

By making informed decisions and prioritizing the right qualities in your vendor selection, you can unlock the power of outsourcing to fuel your marketing success without breaking the bank. Remember, investing time upfront in thorough research saves you time, money, and frustration down the line.

Step #6: Strategic Marketing Plan

You've analyzed your digital data, tracked online activity, benchmarked competitor strategies, and optimized your team structure. Now, it's time for the data-driven marketing masterpiece. This guide outlines the essential elements, proven to fuel optimal results in any online venture. Implement them strategically, measure impact, and continuously optimize for sustained online dominance!

Search Engine Optimization (SEO)

Tired of being lost in the search engine wilderness? SEO is like your website's superhero suit, making it stand out in the online crowd. But ditch the shady shortcuts, embrace the power of good old-fashioned content and logical structure. It's not the fastest route, but it's the one that leaves you feeling good and keeps your website relevant for years to come.

Pay-Per-Click Advertising (PPC)

Stuck in online obscurity? PPC is your shortcut to customer love! Platforms like Google Ads put your business right where potential customers are searching. Bid on what they care about, craft ads that resonate, and watch your leads turn into loyal fans. PPC is about building relationships, not just clicking buttons.

PPC Platforms:

Local SEO

Maximize your local online reach with data-driven Local SEO. Claim your service area listings in Google, Bing, and Apple Maps. Optimize your profiles with relevant keywords and target specific demographics. Every interaction is a potential customer. Local SEO is an investment that delivers measurable results, no matter your business model.

Additional Resources:

Social Media Channels

Where are your customers hanging out online? Social media is your chance to connect! Embrace its power, but do it authentically. There's no one-size-fits-all approach, it's about building relationships and offering real value. Need help navigating the landscape? Consider an expert. But start by claiming your free profiles and planning your content. Interlink your channels and be consistent – once you engage, you're building a community. Be prepared to listen, learn and adapt to keep your audience coming back for more!

Email Marketing

Think of email marketing as building relationships, not just sending emails. Your website signup is your chance to connect with interested customers. Offer valuable incentives and nurture their trust. Existing customers are your biggest fans, engage them with targeted campaigns. Third-party lists can introduce you to new audiences who might love your brand. It's all about creating personalized experiences that resonate. Email marketing is about building a community, not just hitting inboxes. It's a low-cost way to connect and grow, so give it a try!

Step #7: Execute Marketing Objectives

All of our steps leading to this point have been concerned with preparing your business for successful online endeavors. Now, we’re ready to implement our marketing efforts to achieve those objectives. First, we need to identify the key players and their roles and ensure we have clear and attainable objectives in place. This is where a project manager makes all the difference.

A project manager is exactly what the title suggests. They’re the person responsible for a project, the team working on it and the pathway to meeting timelines and staying within budget restrictions. While project management is a job title, you don’t have to hire one specifically for your marketing projects. You can assign one of your team to fill this role; relying on your knowledge of their strengths and weaknesses to assist you.

All you need to be sure of is that the person you name has a working knowledge of your industry and that of the client (should there be one). After all, they’ll be working directly with your team and the client, or vendors, so ensuring they understand your business and the goals you have for the project are vital to achieving the results you’re after. No matter who it is, they must have the authority to make the big decisions your initiative will require. Nimbleness is the name of the game.

In-House Responsibilities

Your project manager’s first job will be to decide which responsibilities tied to your project or campaign will be handled in-house by your own team and what will be outsourced to outside teams. This is where your project manager’s knowledge of the industry and team will pay real dividends. They’ll know who to pair with what tasks, whose skillsets mesh best with others and who can be relied on to come through in a pinch. This is inside information only someone on your team would know so there are benefits to naming a team member as project manager – above and beyond the cost-savings.

Depending on your business model, you may already be familiar with an in-house and outsourced division of labor. It’s common in a great many industries and has been for longer than digital marketing has been in the picture. Imagine a roofing contractor who uses an accounting firm to handle its books. That’s outsourcing of a division of the business. The roofing teams handle the roofing while the accountants handle the taxes. It’s the same with digital marketing. You may have a tech team in-house and you may not. Your project manager will be responsible for assigning tasks to both your in-house team and the vendors who handle the outsourced workload.

For the purposes of this outline, we’ll assume outsourcing will be a part of your effort as it may be impossible for your business to afford a full-time IT professional on-staff, a web developer in-house and a team of marketing experts in a range of digital fields. Your project manager’s task will be to find the right fit for your available team members in your marketing operation’s planning.

Many companies will attempt to save money here by assigning tasks to in-house personnel that are outside of their skillset or comfort level. It’s important to remember that savings during planning can often turn into costs in the long run. Be sure that every assignment is within the team member’s realm of expertise. Or, barring that, they’re at least comfortable in the role they’re given. As a project manager, this is your primary responsibility.

Once your in-house team is in place, you’ll need to find the right outsourcing partners for all of the remaining work. This is where a project manager’s familiarity with their industry will once again come into play. They should understand the requirements remaining and see the best fit for each – especially when given the necessary time and resources for researching vendors. Time spent in planning will always pay off in results.

Outsource Responsibilities

Having your team’s roles defined and all in-house responsibilities assigned, it’s time for the project manager to procure the necessary outsourcing to make the project possible. 90% of companies will require outside assistance to get any marketing operation underway, so this is by no means admitting you cannot do it alone. On the contrary, it’s realizing that the best results come from the best planning and implementation – no matter the endeavor. That means bringing in additional help to shore up any weaknesses found in your team. Outsourcing partners can do that admirably and at a fraction of the cost of hiring in-house.

One factor to consider is whether or not it’s best to find one outsourcing partner to handle all of the additional work. This will require a full service agency like Lift Conversions but it will help by eliminating much of the interagency communication required to deliver optimal results and cutting down on the waiting times associated with that kind of spider-webbed communication. Having only one vendor means you only have one team to communicate with, one team to coordinate with and one team to rely on for your operation. It pays to lessen red tape – no matter the industry.

Getting the right vendor to partner with you on your project is vital to your success – both in the short and long-term. As project manager you’ll be in charge of this outside assistance and will be in constant communication with all divisions involved in your effort. How much time can you conceivably dedicate to tracking down vendors to get the answers you need? To facilitate the all-important changes in direction every successful marketing operation depends on to bring in the best possible results? Don’t make it too hard on yourself or your team if you can avoid it. That means outsourcing from only the most reliable and dependable teams. Lift Conversions comes to mind so reach out if you need professional assistance.

Let's Get Started with Your 7 Steps to Success!

Message Sent