How to create a winning system for your business online

Lee Kenny
Lee Kenny

Following yesterday’s election, local and national governments may change, but marketing fundamentals for your business will always remain a constant.

Today I want to show you how you can put things in place to build a thriving online presence.

If you are to experience success for your business online and on social media you will need a strategy and some type of system to ensure that you get the results you want.

The major differences between successful, thriving businesses and the rest is the ability to plan and execute a marketing strategy. Typically this means moving away from the instant gratification of an immediate sale and more of a “courtship” model with your potential customers.

In marketing we typically call this a “funnel”. Yes, the kitchen implement. As you’ll know the funnel is wider at the top and narrows at the bottom to give you your ideal (albeit kitchen-related) result.

In a business sense, you want to be filling the top of the funnel with as many relevant potential customers as you can. However as they are not already customers, this may need some creativity on your part.

Here is where most businesses fail. They offer potential customers a black and white, yes-or-no option. Anyone that says yes, makes a sale. Everyone that said no are not put into the funnel.

In most businesses the people who buy immediately online on their first visit to your site is less than three per cent, which means 97 per cent remain anonymous and you have to start all over again from zero next time.

However if you are able to offer something of value to everyone who visits your site, that is relevant to the service as a download or accessible only after someone shares their email address or number, then the results change quite dramatically.

So if you were a plumber for example, you might offer a free report along the lines of “Seven things to check on your ‘broken’ boiler before calling an engineer that can save you a £50 call out charge”. An accountant really doesn’t want a shoe box full of receipts, so they may write “Five small things you can do to reduce your accountancy fees by 20 per cent”. In both examples both the business and the client wins.

When implemented, instead of getting three sales and nothing else, the numbers change. Thanks to offering value you now have around 20-30 people who have given you contact details, of which five usually buy. An immediate increase of 66 per cent. You also now have 15-25 new people to communicate with about your services who, let’s face it, wouldn’t have downloaded your report if they weren’t looking for services you provide.

The great thing here is that the work to produce and also market the report is relatively small but can be used over and over again. The rest is then up to you. Effective follow ups and some type of email marketing system are required but are all simple and low cost to run.