So many times, when I ask people what they’re doing to market their business, I hear the same responses. “Facebook. Twitter. Relisting on Etsy.”
Answers like these concern me, and not just because relisting on Etsy really isn’t marketing. (That would be like saying bringing inventory from the stockroom to the shop floor is marketing. Which it’s not.)
No, the reason these answers concern me is that if the only marketing you’re doing for your business is through social media, you’re missing something. Notably, you’re missing marketing that brings new traffic into your business.
Facebook and Twitter are what I would refer to as customer engagement marketing strategies. Their predominant function is to help people get to know your business better. To build trust, so that you can convert them from lookers to customers. Or from one-time customers to repeat buyers.
But in order for Facebook and Twitter to pay off, you have to have potential customers to engage.
And to do that, you have to spend some time on traffic generation marketing strategies. Traffic generation is all about bringing new eyeballs (or eyeballs that have forgotten that you exist) to your business’s website. And it’s essential to the growth of your business.
Three traffic generation strategies you should add to your marketing mix are:
SEO (Search Engine Optimization) – SEO is about making sure when someone is searching for a relevant topic online, they find (and choose) your site. There are numerous strategies for improving your SEO, from making sure you’re optimized for keywords to blogging to video, and it’s important that you spend some time on each. (Note: After hearing some of you express your complete frustration with SEO on last week’s post, Meredith from Smaller Box put together an amazing free resource on SEO for beginners.)
PR (Public Relations) – So many crafters make the mistake of thinking that the only way to get press is to wait to be found. But PR should be a major part of your traffic generation strategy. Part of your marketing time should be focused on pitching blogs, magazines, newspapers, and even TV shows to cover your products or your business. (Another note: Meredith also has an AMAZING new e-book out on getting publicity for your business. I’ve been using it to craft my own PR strategy and it’s proving invaluable.)
Guest Posting – Guest posting is the new black. If you want to build link love back to your site, guest posting is a great option. Major blogs get hundreds of product pitches every day. But what they don’t get as often are people wiling to provide good content. Writing a quality guest post can be as good as getting a blog to cover your product in terms of bringing traffic back to your site. (Just make sure you’re focusing on blogs read by your target market.)
Facebook and Twitter do play an important role when it comes to sales and marketing, but if they’re the only marketing you’re doing, it’s time to branch out. Start adding in some strategies to bring more traffic to your website and you should see your marketing efforts have a bigger impact.
One more note: This summer, I’ll be offering a home study version of my Marketing for Makers e-course for those of you who were unable to take the class because of timing or cost. Marketing for Makers covers every aspect of marketing your biz, from identifying your target market, to making sure your website converts, to employing both customer engagement and traffic generation strategies. And, I’ll be releasing it just in time to help you create a marketing strategy for the upcoming holiday season. If you want to be the first to know when it’s available (and score a special discount) make sure you’re signed up for the email list below: