Online Marketing Strategies, Part 1


When small-business owners think about online marketing strategies, their first thought often goes to their website, email blasts, Facebook, and Twitter. But there’s an untapped area already inside your business that has conversion rates 15 to 25 times higher than leads you get from the web.

Let’s set the groundwork.


Make it Mobile

While we can, and should, spend time and resources creating a name for ourselves online, don’t forget what smartphones actually are: phones! According to Mary Meeker’s annual “internet trends report,” 25 percent of internet usage is mobile and growing 150 percent annually. Think about it: You do all your research online and when you’re almost ready to pull the trigger, you make a phone call. In an article in Entrepreneur, inbound calls are most likely from well-informed customers who have already done their research and are primed to commit to your business pending a few final questions. Conversion rates for calls are between 30 to 50 percent compared to web leads which only convert 2 percent of the time. Don’t let these opportunities pass you by.


Optimize Your Website

In a great article by the Huffington Post about website optimization for mobile, they’ve found that “if you aren’t optimized for mobile you’re ultimately losing sales. Research shows that 57 percent of mobile users will abandon your website if it takes more than 3 seconds to load and 30 percent will abandon a purchase transaction if the shopping cart isn’t optimized for mobile devices.” So just by making your website mobile friendly you’ll increase your traffic by 57 percent? Sounds great.


Click to Call

Now that you realize that a mobile-friendly online presence is essential and have optimized your website for mobile browsing, the next thing to set up is Click to Call. If you already have AdWords through Google, make sure you enable to the Click to Call option. In an independent marketing study, Google commissioned marketing firm, Ipsos, to help them better understand click to call consumers and found that “70% of mobile searchers use click to call and that calls are an important channel for consumers.” On average, Google said that AdWords advertisers who implement click to call see an 8 percent increase in click-through rate.


Now that the groundwork is set, our next installment of “Online Marketing Strategies” will explore where your untapped potential comes into play.