Growing a customer base through referrals and word-of-mouth often forms the foundation of any successful business. Chances are, though, that at some point, this strategy won’t be enough to sustain the growth needed to meet your long-term sales goals. Turning to online marketing means having to revamp your strategy so you can better leverage the growth it offers.

1. Focus Your Efforts

It’s tempting to cast a wide net so that you can capture a diverse customer base when developing an online marketing strategy. This approach, however, will dilute your efforts and cost you more money in the long run. Instead, identify one particular market that you want to focus your efforts on and cater to their wants, needs, desires and pain points.

2. Create the Right Content

Creating engaging content that is uniquely yours is where your customers start developing a feel for what you’re like and what you have to offer them. Videos, photos, user guides and case studies are only a few examples of the wealth of content types that you can — and should — include as part of your online marketing strategy. When creating content, ask yourself if it answers a question or need that your focus audience is likely to have.

3. Perform Website Analysis

While there’s nothing inherently wrong with a website that’s effectively an online brochure for your business, that approach won’t return the best results for you either. You want your website to be a dynamic sales presence that automatically converts its visitors into leads. In order for it to do so, it needs to spell out the services you offer, what you can do for your customers and what makes you different from the competition.

4. Tap into the Past

Converting new customers often means looking to the past to do so. Previous clients, as well as those people who’ve shown an interest in what you have to offer, are fertile ground for finding new customers. Often those people who have previously contacted you weren’t ready to make a purchase, but this doesn’t mean that they won’t be ready at some point in the future. Find ways to automatically stay in touch and keep your company on their radar when they’re ready to make that decision.

Combine the above four steps to boost your sales with your newly-revamped marketing strategy. Give it some time and you’ll soon see the rewards!

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