In order to maximise profits from online marketing, social media marketing, print and your website they must all be synergistically aligned.
Once Starbucks gets someone in their doors they up-sell, capture them as customers and create a return path for the next time.
However… this entire process begins with large volumes of ‘human traffic’ and Starbucks being found. Their stores are in high traffic areas where 1000’s of potential customers walk past every day.
I will create the same process for you but in an online capacity. No one (I'm afraid) will stumble upon your website by accident.
If the only way to find your website is by searching for your brand name then only existing customers can find you. This is not what a website is for.
Websites are for finding new customers. Potential customers will search for your products or services in Google and if they don’t find you, everything else is irrelevant.
Having continuous sales is not a sustainable business growing strategy
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
It has been almost a hundred years since John Wanamaker spoke those words and yet still most business owners can relate. The frustrating irony is, is that today we have the technology we need to “close this loop” between our marketing and our revenue, but few are taking advantage of it.
Closed-loop marketing at its heart is about collecting data.
“Closing the loop” simply means that when we spend money on marketing we can try and see where in the chain we lose the customer. What mediums are working and which aren't.
For most, setting up a closed-loop system remains too difficult, time-consuming and confusing to implement. To be effective you need to link every lead, every customer, every email collected back to the marketing medium that generated it.
Once implemented business owners can feel more confident in increasing their marketing budgets which in turn increases sales and efficiently reaches a larger audience.
The loop looks like this:
Increasing website traffic is the cornerstone of closed loop marketing. This centres around your website. Successful websites are well designed, easy to navigate, and able to capture visitors’ attention. However, an effective and profitable desktop website must also be mobile friendly and fast loading to connect with users in today’s digital world.
Articles containing keywords related to services you offer are added to your website to increase its ranking in search engine results. This increases traffic to your website every time someone choses the link to your website through an internet search.
The process of optimisation takes time. Usually after 9 to 12 articles, a café website will arrive on the first page of Google, but keeping your high ranking will require continued maintenance, tuning, testing, and monitoring.
You must also remain up-to-date on current SEO best practices.
Email marketing is the gateway that leads new customers to your website’s substantial marketing efforts. Your website and other marketing outlets, such as social media, must have a built-in email capture system that encourages sign-ups. Only then can continuous communication between you and your potential customers continue after they leave your website.
A 2015 Forbes article stated companies were still seeing substantial returns on their investments in email marketing.
Email marketing doesn’t take much to get going, and low-budget upgrades to your strategy (better email design, more appealing incentives, etc.) can offer massive returns.
Maintaining subscriber email lists; updating communications, delivery times, and incentives to match customer preferences; and measuring your results will be key to ensuring your email marketing strategy is profitable.
You cannot grow a business based on a social media platform alone. However, it is still an important piece of the entire closed loop marketing strategy because it is a great platform to direct a growing customer base to your website.
Growing your followers, posting regularly, and optimising posts for searches across multiple social media platforms can take time and a lot of management.
Sifting through responses to social media for feedback and analysing the progress of your social media campaigns for further development may prove time consuming. You must remain up-to-date on the latest trends in social media and alter your strategy to include those changes.
Closed loop marketing is a multi-platform strategy to increase website traffic while converting website visitors to customers.
Having the right marketing strategy to connect with users in today’s digital world is more important than ever.
Around and around it goes. An upward spiralling system which I manage fully.
You focus on your strengths, managing the day to day operations of running your establishment while I market and grow your business.
Want to take your Cafe, Bar or Restaurant to the next level? Get in touch today.