Step 6: Long-Term Marketing
Short-term marketing – in the form of paid advertising, special email marketing campaigns, referrals, and discounts – helps give short lived boosts to your sales, while keeping you top-of-mind in potential customers.
But it is your long-term marketing efforts that will contribute the most to the success of your business. While your short-term marketing is designed to bring in new clients, your long-term marketing not only brings in new clients, but helps keep existing clients. Your long-term marketing efforts should address the following:
SEO Management – This is an ongoing process, and a vital one in terms of making your business discoverable to new clients. Search engines are constantly adjusting their search algorithms to ensure they always return the most relevant results. At the same time, the way internet users search for information is evolving. What this means for you is that you need to be aware of significant changes affected by popular search engines, particularly Google, while also being aware of what words and phrases bring in the most traffic to your website. Key points to look at for website and SEO management are:
• Know your audience
• Know your competition
• Constantly optimize your content
• Measure your performance
Of course, you would much rather focus on closing sales than obsess over keywords and SEO, but while you should have no problem finding an agency or freelancer to manage this for you, it helps if you have some understanding of the principles and practices that drive SEO management...
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