Choosing the right professionals to market your business?

Choosing the right professionals to market your business?

Who to hire and what are they good at?

As a small business owner it can be confusing to know who to hire to help market you business.   There are people jumping up right and left saying they do “marketing” but what does that mean? What do they actually do?  Business coaches are acting as marketing experts when they don’t have any hands on experience.  Making the wrong decision can be very costly. It at all possible, hire the company that does the work in house.

Please choose wisely!

There are may disciplines to marketing : research, concepts and planning, Outbound ( print, radio, TV, PPC, Adwords ) Inbound ( e- newsletters, social, video, web, blogs).  The list goes on and it can get really confusing.  It is doubtful one person can be an expert in all these disciplines. Don’t hire the web person for Radio ads and don’t hire the business coach for web design.  Hire good professionals in the proper disciplines.

First isolate your demographics:

  • Who buys what you do?
  • Ideal client
  • age
  • gender
  • location
  • industry

Then research, research, research.

Come up with a marketing strategy or hire someone to help you.  A website is usually a part of this marketing strategy. It is a tool that can be used as the hub of your marketing that will help convert the viewer to a potential client.  The website will house all the information about your business and contain interactive elements to help call the viewer into action.  

A website is by no means the only marketing tool to use.

An experienced website professional can help with digital marketing strategy, online marketing research, design and branding concepts, website development and maintenance , technical experience and website promotion: SEO , inbound marketing, newsletters,  and social media strategy. 

Stay away from the people claiming I will get you to the top of Google.  There is no quick and easy,  but there is professional knowledge and experience to build a website properly and an online strategy with longevity and quality. 

Always ask for an outline of experience and portfolio of work.

Here is a outline of what we do.

Website Services

Custom Website

Custom Website

An Orangeville Mortgage Broker had an idea for a custom database that pre-approved clients for mortgages based lender criteria.  We developed the logo, branding concept, web design and development.

https://mortgagemenow.ca

 

Orangeville WordPress Website with custom database and back end features.

E-Commerce Solutions

E-Commerce Solutions

When a company wants to sell online, there are many considerations. An experienced web professional should be able to guide you through the decisions necessary in creating a successful website.

2 of the most popular e-commerce platforms are Woo Commerce and Shopify. They have virtually the same features so what is the difference?  Although they are comparable, there are some differences. 

  1. The main one being ownership. Woo Commerce integrated in a WordPress site  is owned by the client. It is not tied into a specific host and can be moved or edited in anyway.
  2. Customization, although Shopify has some great themes, WordPress and Woo Commerce allows for more customization
  3. Shopify is for the do it yourself-er and the Woo Commerce / WordPress solution is usually a one time set up by a web developer for years of online success.

It’s easy to add and change products on either platform including adding pricing and coupons.  Sales reporting on both is good.

Want to know more, check out this article: Shopify Vs. WooCommerce

Average ecommerce conversion rates are 1% – 2%. Even if you are doing everything right, you can still expect to win the sale around 2% of the time.

Also check our our article on E-commerce basics

Tune Up Time!

Tune Up Time!

Is it time for a “tune up?” Websites are a lot like cars; they require regularly scheduled maintenance to help keep you on the road to success! When you’re driving, the last thing you need is a flat tire and having a static website can have the same effect on your business as having a flat tire would on your car. Everything grinds to a halt. So think of this time of year as the ideal time to complete a Spring maintenance package on your website, guaranteeing you and your business ideal “driving” conditions all summer long.

Many website designers, myself included will use and recommend WordPress. That’s because it’s fairly user friendly. It’s kind of like buying a good, reliable, family friendly sedan. You can add a few “bells and whistles” but the base car is sound. The industry recognizes WordPress as by far the most used CMS (Content Management System) prompting the former head of Google’s Webspam team to say this: “sites built with WordPress are capable of ranking higher in search results.” WordPress is SEO friendly. Statistics show that better than 27% of the sites you find on the web are fuelled by WordPress, whether it’s a simple hobby blog or one owned by one of the biggest news sites online.  That’s because WordPress is so versatile and easy to use – just like a car. Like a car however, WordPress is only as good as the fuel, oil and care you put into it  and that’s why regularly scheduled maintenance for your website is SO important.

Your designer can build you something beautiful with WordPress but browser versions, security protocols and device software all change at lightening speed and you, as the owner, need to make sure your website accurately represents your business online at all times – so you need to stay on top of these changes to ensure your website isn’t static. Continually adding new and engaging content, blogging and adding pictures are part of what will help ensure your website stays fresh and top of mind. Think of your web designer as the mechanic who can help guide you when it comes to regularly scheduled maintenance, but, like a car, it’s your responsibility to get it to the mechanic in the first place or learn how to do “the basics” so you can perform the maintenance yourself. . *A word of cautionary advice here: Remember, if you are undertaking some of your own “do it yourself” repairs or maintenance you must always make a back-up first! Also check for plugin compatibility issues and for server resources (ie: php version) before you begin any updating! (1)

For example, just recently WordPress came out with 2 new security releases. Think of these like a “Recall Notice.” You are being warned that there could be a problem with your website. If you log in to your website you will find a message, in red, on your dashboard, just like the warning light to “check engine soon” might show up on your car dashboard. The message will guide you on how to take appropriate action and if you need help, your website designer (like any good mechanic) can help you address the issue. Likely there will be a fee involved. That’s the nature of business and whether you are buying a new car (website) or repairing an old one (updating your site) these things do cost money. Engaging in regularly scheduled maintenance however, helps to ensure your website not only lasts for many years but is also effective when it comes to driving your business in the right direction.

As one of the best Content Management Systems out there WordPress might put you on the road to success but maintenance is what keeps you there. Spring and Fall are both an ideal time for an overhaul. Ask your web designer for help. As for the rest of the year, log in, take a look around your site, see what’s new or needs repair and change things up a bit. WordPress is pretty user friendly and there’s really no reason you can’t pop in once in awhile, add content, blog or perform other small updates on your own. Your website designer will put you in the driver’s seat – it’s up to you to now take care of the regularly scheduled maintenance! (*see 1 above)

Written by Liz Skorski,

President, Skorski Web Design Inc.