Free Guide: Today’s small business digital marketing solution

To effectively advertise your business online today you need a website and social media, ads on search pages, Facebook and popular websites. You need to share positive customer reviews and more.

But if all these things are separate, disconnected programs then, to a certain extent, you’re wasting your money.

If you’re going to reach your customers today’s as they go through the multi-step online buying journey, your digital marketing needs to work together, in sync, to maintain your messaging… build your brand… and to maximize your results.

Getting more clicks, calls and leads from your online marketing

It’s a brave new world

Pretty much every small business owner would agree… marketing and advertising have changed dramatically in the past 5 years. Today, a website alone isn’t enough – it needs to be built with the latest technology (about 85% of websites aren’t), it has to be mobile-friendly, and secure. Plus, you have to be on social – Facebook and more. You need paid search and display ads. And don’t forget about up-to-date online listings and customer reviews. How do you keep up?

And, even more important… how do you make all those parts work together?

An interconnected digital marketing solution could more than double the calls and clicks you receive.

Let’s look at one small business owner’s story…

Small Business Spotlight: Introducing Joe

Joe owns Airmanor Heating and Air Conditioning –a local business that’s a lot like yours. He struggled to keep up with the changing technology. He was bringing in fewer new customers… losing out to his competition online.

See if Joe’s challenges sound familiar…

All the ways a small business struggles to keep up with digital marketing

  • Incorrect information online — Joe claimed his Google listing… but he kept seeing incorrect information about his business online. He has no idea how to correct it.
  • Negative reviews — Joe’s been told he has some bad reviews online …but he doesn’t know what to do about them – or how to get more positive reviews.
  • Out-of-date website — Joe’s website is over three years old and hasn’t been touched in at least two years. It’s not bringing in leads and falling farther down the search results.
  • Competitors’ ads everywhere — Joe’s really annoyed that his top competitor has ads online that keep popping up on all of Joe’s favorite websites.
  • Costly ad campaigns with no leads — Joe tried using paid search ads, but he burned through a month’s budget in just a few days… and it wasn’t getting him many leads!
  • Lacking necessary expertise — Overall, Joe’s frustrated because he simply doesn’t know where or how to start to solve his digital marketing challenges.

Joe’s biggest digital marketing challenge today — Nothing is in sync

Joe’s biggest challenge is one he never even considered… the fact that his digital marketing has become a bunch of separate, disconnected pieces. Rather than have a single, interconnected marketing solution working in sync… Joe has a series of disjointed components.

Joe’s starting to realize that – even if he finds a way to solve his other challenges – he’ll never maximize his results if he doesn’t get all his different marketing working together to put his brand and business message in front of his potential customers as they go through the buying journey.

Today’s consumer journey consists of three very clear steps…Search, Discover and Engage

  1. Consumers SEARCH for information about what they need
  2. They DISCOVER their options
  3. They reach out and ENGAGE with the business that best meets their needs

Today’s customer journey online

As your customers search, discover and engage, their journey can include a dozen steps or more – search engines, social media pages, ads, websites, review pages and more.

You might think that a “search” always starts with a search engine, like Google, Yahoo! or Bing – but a user’s search for information could just as easily start when they click on an ad, or see a post (paid or personal) on Facebook. Maybe it starts with a conversation on Messenger – you just don’t know… so you have to make sure you’re everywhere they might look.

Digital marketing today: an interconnected solution

Not that long ago, a website alone was arguably all your business needed to have a “presence” online. Some basic SEO could get you found in search and that was all you needed to worry about.

Today, your digital marketing strategy has to include a plan that will keep your business in front of your customers as they move from shoppers to repeat buyers… and that takes more than just a website.

Digital marketing today: Your business website

No matter how or where your customers are searching for you, ultimately it will lead them to the heart of today’s digital marketing… your website.

In business today, you have to keep moving forward to stay ahead of your competition. Standing still is not an option.

At the center of everything you do is your website. If your business is going to compete online, your website has to effectively position you as the better choice. Everything you do, online and o, leads to your website, so it has to close the deal – it has to turn visitors into customers.

Just as important, your site has to keep up with ever-changing technology and evolving customer behavior. Your competitors will be updating their sites – if you fail to keep up, you will fail to attract new customers.

  • 85% of websites don’t have the advanced technology to perform the way they should
  • 73% of businesses using advanced technology on their websites are using it on less than 1% of their pages

Is your website “tomorrow-proof”?

Can you answer “Yes” to any of these 6 questions about your site?

  1. Is your business ready for voice search? 48% of consumers surveyed use voice assistants — like Siri, Alexa or Google — for general web search. Do Siri, Alexa and Google have the right info for your business? If someone asks about you, or your type of business, will they find you?
  2. Is your site built with schema markup? The majority of websites today simply aren’t built to give you the best ranking in search or to get you found with voice search. Your site has to be built with special coding called schema… or it just won’t get seen the way it should. (Note: Hibu Smart Sites are built with schema.)
  3. Is your site really mobile-ready and secure? Today your website must be truly mobile-friendly – that means being easy to use on any device. And it has to be secure. In 2018, Google began identifying sites as “not secure” (i.e., with http, and not https, in the URL)… letting everyone know your website isn’t a safe place to visit.
  4. Does your website load too slowly? Visitors are 90% more likely to leave if your website takes 5 seconds to load. So, if your site is any slower than the average 4.7 seconds…your visitors are gone.
  5. Is it easy for visitors to contact you? You have to make it easy for site visitors to contact you, in whatever way they choose – click-to-call, text or form fills. Give them lots of easy options to help them engage with you.
  6. Is your website in sync with your other marketing? To maximize results, your site needs to be connected to everything else you do. For example, do visitors immediately see positive customer reviews you’ve received elsewhere on the web? They do when your site is in sync with your other digital marketing.

Today’s digital marketing: A synchronized solution

Your website needs to be the heart of your digital marketing, but you need a lot more than just a website to make sure your business is everywhere your customers are searching and surfing online.

Establishing a solid foundation

Your website is rarely, if ever, the first thing someone sees about your business online. Taking control of online business information is the first step to building a solid digital foundation. In particular, you need to focus on…

  • Online business listings — Too many small businesses ignore all the online listings where their business information appears. Your information has to be up-to-date and accurate.
  • Customer reviews — You can’t just sit back and hope happy customers will post positive reviews. You have to ask for good reviews and do what you can to flip bad ones to good.
  • Your online reputation — Your online listings and customer reviews form the first impression prospects and customers get of your business – the core of your online reputation. You need to make sure you manage and control what’s being reported about your business.

And, of course, these need to be connected to your website – your listings information needs to match your site, your reviews need to appear on your site, and your branding and messaging need to be identical across the board.

Driving traffic and driving business

Your website may be the heart of your digital marketing, but you need to drive traffic to your site.

Generating leads

The greatest website in the world is useless if no one ever visits it. By using search ads, display ads and social marketing, you can drive targeted, qualified visitors to your site. Then, your website can turn those interested visitors into paying customers.

  • Search and display ads — To succeed online, you have to be where your customers are looking. Search and display ads put you at the top of the search results and on your customers’ favorite sites.
  • Social marketing — Social media is more than a great place for cat videos. Internet users are now spending an average of 2 hours and 22 minutes per day on social networking and messaging platforms.5 Your business has to be on other social media sites with pages, ads and posts.

And, as you’ve no doubt figured out by now, your ads need to be connected to your website — more than simply driving traffic to your site, the branding, messaging, and/or offers need to match so when someone clicks on an ad, they find what they’re looking for on your site.

Putting together an interconnected marketing solution together

If you’re like most small business owners, you’ve expanded your digital marketing over the past few years, adding one piece at a time… probably working with a different vendor for each separate component. Now you’re stuck with disconnected parts instead of a single, synchronized campaign.

Here’s why you need an interconnected solution…

Each step is a touchpoint

Choosing a provider today is a journey with a lot of steps. Take a second and imagine what you do every time you need a product or service – what steps do you take to choose a provider?

You need a digital marketing solution that puts you in front of your customer every step of the way – especially when you consider that they could begin the journey at any point. You need to be everywhere and anywhere they might be looking and each touchpoint must be in sync – with a consistent brand and message, pushing them forward to becoming a customer.

1 + 1 + 1 = 10

Our real-world results prove that you increase the effectiveness of your digital marketing by increasing the number of touchpoints – simply stated, the more opportunities you give a prospect to engage with you, the greater the results.

The proven impact of synchronized solutions

Getting your marketing solution in sync drives more leads

For too long, digital marketing has focused on individual products —a website, search, social, etc. It’s become clear that today a disconnected set of products, each from a different provider, is no longer the optimal business model. Today, a comprehensive digital marketing solution, designed to work together to deliver the business goals you want to achieve, is the way to maximize ROI.

For example, as you can see below, by synchronizing your digital marketing you can dramatically increase the number of unique visitors to your website.

  • Website + Listings — 93% more unique visitors
  • Website + Listings + Display — 223% more unique visitors
  • Website + Listings + Display + Social — 534% more unique visitors
  • Website + Listings + Display + Social + Search — 689% more unique visitors

The added savings of a single synchronized solution

The added benefits of getting all your digital marketing from one partner

  • Save time — Because many small businesses work with a number of different vendors for their digital marketing, they need to make multiple calls every time they need to make a change.
  • Save money — By working toward a single goal, you can often spend less on individual programs and still increase the response you get.
  • Save frustration — A single partner helps you avoid all the frustration of “routine” updates – whether you’re updating contact info, like business hours, or updating messaging or imagery.

Joe’s digital marketing solution

When we looked at Joe before, he had a series of problems and frustrations. Working with Hibu, a single digital marketing provider, Joe has an interconnected digital marketing solution, and all of his original challenges have been addressed.

  • Correct information online — Joe’s business information is now regularly checked and updated on his Google My Business page and across the web. Plus, it’s consistent across his digital marketing.
  • Positive reviews — Joe has taken control of his online customer reviews – he’s taking steps to generate positive reviews and turning negative reviews into positives.
  • Updated website — With an updated website as the central hub of his digital marketing, Joe is getting more visitors to his site – and more leads for his marketing budget.
  • Targeted ads everywhere — Joe now has synchronized ads at the top of the search results, on Facebook, and on top sites across the web. He’s seeing better results with a tightly controlled budget.
  • Synchronized search driving leads — By synchronizing his message and his digital marketing efforts, Joe’s search campaign (Pay-Per-Click) is delivering better results at a lower cost.
  • A single, experienced partner — By working with a single provider, with proven expertise and professional partnerships, Joe was able to turn a mass of disconnected marketing into a unified, effective solution.

What’s missing from your digital marketing solution?

Here’s a quick list of the digital marketing you need to connect with your customers at every step of the customer journey – from protecting your online reputation to driving traffic to your site.

  • Online listings — Is your online business information correct? Do your listings connect to your site and social?
  • Customer reviews — Are you asking customers for reviews? Are you sharing positive reviews online — and taking steps to address any negative reviews?
  • Reputation management — Are you in control of your online reputation? Are you managing your listings and reviews as a single, vital digital foundation for your business?
  • Your business website — Has your website been updated in the past two years? Is your site connected to all your other digital marketing? Is it secure and easy to use on all devices?
  • Social marketing — Do you have an active Facebook Page (not just a profile)? Do you routinely add new posts? Are you using targeted Facebook ads that drive to your site?
  • Search and display ads — Are you using paid ads to put your business where prospects are looking for you, including Google, Bing and Yahoo? Do your ads have the same look and messaging as your website and social media?

Better results working together as a solution

Why work harder when you could market smarter? At Hibu, our goal is to help you achieve your goals, by building you a complete digital marketing solution — a custom, interconnected digital marketing campaign that works to maximize your results and deliver what you want. Tell us what you want to achieve – more visibility, more visitors, more leads… or all three — and we’ll build you a smart, easy digital marketing solution designed to deliver the results you want.

Michael Shapiro
Michael Shapiro
Michael is Hibu’s Sr Mgr - Copy & Content. He specializes in creating digital marketing and content that speaks to the customer and inspires a response. Before coming to Hibu, he was Creative Director for Chase and Sr. Writer/Writer-Producer for HBO.

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