When I started in marketing in 2010, the landscape was very different. Most of the marketing plans I built were comprised of billboards, television commercials, direct mail, newspaper and radio ads. Although there wasn’t much data to support how effective the campaigns were, these methods were all that was available. I allocated budgets based on how many people we could reach and how cost effectively we could reach them. Results were difficult, if not impossible, to measure and I was often at my desk stuck in a daze as I assessed and reassessed and re-reassessed every aspect of the campaign strategy. I had few insights to offer my clients and desperately sought out advances in the industry to help me help them better. Most of my colleagues seemed satisfied in running the campaigns without any clear direction or feedback and I caught a lot of eye-rolls and long sighs for questioning the status-quo (darn Millennials, always questioning everything).

In 2012, digital marketing first became “a thing” in most advertising companies. Initially, every client I proposed digital marketing to gave me a half-smile for my efforts and passion, took my proposal and told me they would call if they were interested. I don’t think I made it out the door before they threw it in the trash and I’m fairly certain most of them didn’t even look at it. Somewhere, there is a small cemetery of my digital proposals that never realized their full potential. I still cry for them sometimes at night.

In early 2015, it became apparent that the digital marketplace was rapidly changing the way marketers do business. I was ecstatic! Preliminary data was finally available that could prove return on investment for businesses and best practices for marketers. All my career dreams were coming true! I could now prove to my clients what worked and what didn’t and we could optimize campaigns to continually bring them more leads and ultimately, more revenue! I started BiQi Marketing in early 2016 and haven’t looked back! Our clients are building their businesses at a fraction of the cost of traditional media, getting exponentially better results and receiving cold, hard data about how their consumers interact with their brand. Everything we do is trackable, measurable, and completely transparent so our clients know what we’re doing, why we’re doing it and how it’s impacting their business.

Because the industry is changing so much, so fast, many businesses know that they need to invest in their digital presence, but they don’t know where to start. The first and most important component of your digital presence is your website. Your website should be your best sales person, best brand ambassador, best customer service tool and it’s your most valuable piece of real estate. Well designed, well thought out websites have the power to turn any business into a sales machine!

Years ago, families took days to go shopping. They visited different stores looking for the right item for the right price. Business owners and staff had the opportunity to meet prospective consumers and “sell” them. Ultimately, consumers made decisions based on this in-person experience and the business, itself, had much more control of the buying cycle. Today, consumers are much more empowered and typically start their buying cycle on Google, searching for the product or service they need. Consumers must to be able to find your business here to even take it into consideration. How do you rank in your Search Engine Optimization (SEO) among your competitors? If you search your business category and your broad geographic region, where do you show up? Page 1? Page 4? Somewhere else down the line that no one ever sees? The bottom line is, if you’re not on page 1, your chances of closing the deal are slim at best. In most cases, your business won’t even be taken into consideration. Data shows that 90% of internet browsers never even look at page 2 and 53% of them go to the first listing. Web traffic translates to leads and leads translate to sales, hence, the value of SEO to your business.

When they do get to your website:

• Does it engage them?
• Do you have a clear strategy on the site to educate and empower them in their buying process?
• Is your site mobile friendly?
• Is your brand and culture proudly displayed?
• Can they easily contact you?
• Can they make a purchase or complete a lead form?

In a world doing nearly $2 Trillion (with a T!) dollars of online purchases, make sure your business is positioned to take advantage of the amazing opportunities available with digital marketing and online sales. Consider your website your digital storefront and make sure your consumers have a great experience so they come back over and over again!

If you’re interested in growing your business online, we are eager to help! Contact us today:

Source: Published in Rochester Woman Online

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