SBS Trade Sales

Welcome to your Marketing Strategy

This marketing strategy is based around activities which will help you to reach your prospect audience.

You advised that you would like to expand your business over the coming years, whilst maintaining core values around quality control and customer service.

Definitions

SEO (Search Engine Optimisation): The process of making your website appear on the first page of search engine results (mainly Google).

Keywords: Short phrases that users type into a search engine which subsequently help them to discover your product or business.

User/s: May or may not be the actual buyer of the product but seeks to consume information with regards to the product.

Prospect/ Prospect audience: A prospect is a potential customer; someone who is in the market for your product and has the resources needed to buy it but has not purchased it yet.

Target/ideal audience: a very particular group at which a product is aimed and is likely to purchase based on their needs and requirements.

Introduction

This marketing strategy will recommend activities that should only be carried out once the website is live. You have advised that your website is set to launch in August 2021. Some activities can only be carried out once the main office address is confirmed, therefore I recommend you carry out step one, three, four and seven first. Once your business address has been finalised, you can start the rest of the activities in steps two, five and six.

The activities mentioned below are based on a marketing budget of nil-minimum pounds per month, however, it could be worthwhile setting aside a monthly marketing budget which you can put into advertising (for around six months) to increase your trade account sign ups. This can be as little as £50 per month to start.

Words highlighted in purple include a clickable link.

Keywords relevant to SBS Trade Sales

dual busbar consumer unit

consumer unit

rcbo consumer unit

bespoke consumer unit

distribution board

bespoke distribution board

dual busbar distribution board

double pole rcbo

fly lead free rcbo

SBS fuse board

Step One

Advertise on Facebook

Facebook advertising allows you to reach people based on location, age, gender, interests and more, with regular updates on how well your ads are performing. Facebook continues to be the number one social network when it comes to reach, with over 2 billion monthly active users. Facebook makes an ideal platform to promote your product on because of the behavioural habits its users adopt. Browsing the News Feed, often driven by nothing other than boredom, means the Facebook audience are primed and ready to be sold to.

It is essential to target your ideal audience using the options available to you in the Ad Centre. You can only access the Ad Centre through a Facebook business profile page. Think about the type of customer who regularly buys your product, for example, they could be a 45-year-old male who works as an electrician and lives in Ipswich, UK. This is the type of person you want to attract on Facebook. When you are filling out the targeting options for the advert, be sure to keep this person in mind and fill out all of the necessary details which will directly link to this character.

Re-target people who have visited your website using Facebook ads: It’s very likely that a prospect will spend time looking at your website, but subsequently leave without taking any next steps. Setting up a re-targeting ad can help remind them of your business and what they can be provided with if they take the required next steps. Re-targeted adverts have one of the highest success rates, due to the fact that you are re-engaging with a user who has already shown interest. This is a useful beginners guide to setting up a re-targeted advert on Facebook.

Facebook advertising tips:

In the past, if your Facebook advert had more than 20% of the image covered with text, it wouldn’t be approved. While Facebook has relaxed this policy in recent years, it’s still best practice to use less than 20% text in your image. I'd go as far as saying include no text within the image at all. Communicate essential information in the text section only. Think about using scroll stopping and impactful images to capture the attention of your audience; this could be as simple as using a picture with bright colours. 

Advertise on Google Ads

Google Ads is Google’s online advertising program which allows you to create online ads to reach audiences that are interested in the products you offer. The Google Ads platform runs on pay-per-click (PPC) advertising, i.e. you have to pay every time a visitor clicks your ad. Use Google Ads to create targeted adverts based on the keywords your audience is searching. By using the keyword list above in the introduction section of this strategy, you can target people in the whole of the UK, who are searching for those particular keywords. Google Ads can be expensive, and difficult to navigate at first, but if carried out correctly, it can lead to a high ROI (return on investment).

I'd recommend experimenting with Facebook advertising first, before attempting to use Google Ads.

Step Two

Sign up to Google My Business 

(it is recommended to carry this out once a permanent business address has been established).

Google My Business can be one of the most powerful SEO tools; but it’s not enough to add a few contact details. You’ll have to optimise your page by filling in all the relevant details, adding photos and posting weekly updates in order to achieve the best results. Include your keywords in these updates – eg. Our double pole compact RCBO is sitting comfortably in its new home and working effectively as per our customers' requirements. To view our full list of double pole products, visit our website or call us for more information.

Here is a useful video which will guide you through setting up and getting the most out of Google My Business. The video shows the option of creating a GMB listing without an address, this is possible but does not comply with the SEO activities in this strategy.

Please note: You already have a Google My Business account registered to the Old Orchard Barn address, if this address is to be your permanent address, you can carry out all of the steps as necessary.

est results.

Step Three

Sign up to Google Search Console

Google Search Console (formerly Google Webmaster Tools) is a free platform that lets you learn a great deal of information about your website and the people who visit it. You can use it to find out things like how many people are visiting your site and how they are finding it, whether more people are visiting your site on a mobile device or desktop computer, and which pages on your site are the most popular. It can also help you find and fix website errors. You don't have to sign up for Search Console to be included in Google Search results but using Search Console helps you understand and improve how Google sees your site.

This video will introduce you to Google Search Console and offers further training for subsequent steps.

Step Four

Optimise your website

Learning how to optimise your website is crucial for your site’s success; it’ll ensure your website is working as hard as it can to attract potential prospects. Once you are able to access the back office of your website, there are activities you can carry out to help this process along.

Check for slow-to-load pages: Use GTMetrix.com to run your website URL through a speed test. The results will indicate what you need to do to make improvements. A lot of these improvements will be quite technical, but each recommendation will be fully explained. Alternatively, WP Rocket (a paid WordPress plugin) is a really useful tool to use which will speed up your website for you. The price is very realistic considering all of your sales will eventually come through the website ($49 for one year).

Add relevant text to alt tags and picture descriptions: Within the WordPress back office, there is a media section. When you click on an image in this section, to the right you will see a selection of description boxes. Make sure the title of the product is written clearly in the image title and alt-tag boxes. This will help expose your images when a prospect is searching for this particular product in the search engines. If your site has a lot of images, this will be a laborious process; therefore, only optimise the pictures that appear on the product pages.

Write an effective meta description: A meta description is the paragraph users see in search engine result pages underneath the main title. This description is vital for pulling in your audience, the language should persuade them to click on the title which will then take them to your website. This meta description can be accessed through your WordPress back office.

Improve your website in mobile view: Nearly 52% of traffic comes from a mobile device, therefore, it is important that you optimise the way that your website appears on a mobile as well as a desktop. If your website is slow to load or is not functional on a mobile, you will lose potential customers. A good place to start would be to insert your website URL on this website hosted by Google; it tests how 'mobile friendly' your website is.

Here is a useful blog to read for further information on optimising your mobile site.

Step Five

Sign up to online directories

Listing your business in online directories is one of the quickest, easiest, and most effective ways to get your services in front of qualified potential customers; however, online business directories are also a great way of giving your website the extra validation it needs to gain the trust of search engines- thus improving your SEO.

Use the links below to sign up to as many directories as you can, being sure to fill out all the relevant details that each directory asks you to provide.

·       Checkatrade

·       Trustatrader

·       Rated People

·       MyBuilder

·       Trustmark

·       Which? Trusted Trader

·       Yell.com

·       Trustpilot

Step Six

Google review requests

Send an email to all your trade account owners requesting a review on Google. Google reviews help improve search rankings and overall SEO efforts. Online customer reviews can be a strong signal to search engines that communicates trustworthiness and authority. Try to get in the habit of doing this with every customer, for example, send them a Google review request six months after they first signed up.

Facebook reviews are still effective, but a respectable score on Google reviews will help your business to be seen organically on search page results.

Read this blog article for more information on Google reviews, and for a useful email template which you can edit as appropriate.

Step Seven

Connect with social influencers

The David Savery video is a perfect example of connecting with a powerful social media influencer. As of the end of July 2021 the video has 19,000 views- that's 19,000 more people that know about your business now. Searching relevant hashtags (#) on Instagram and Twitter may lead you to make more connections. Before you connect with any other social media influencers, ensure your website is live and functioning properly.

Post on social media

Use a social media publishing tool to make your posting schedule easier to manage. Posting at the same time every week, if possible, will ensure consistency for both your audience and you. Make sure that before you post, the content is either interesting, entertaining or useful to your audience; if it isn't, you are wasting your time posting. 'Behind the scenes' posts such as workshop pictures or packing pictures are usually entertaining for the audience, posting about new products or new features should interest your audience too. Even celebrating staff birthdays. It's all about creating organic content that your audience want to like, share, and comment on; this subsequently will allow your content to be seen by more people, creating greater brand awareness.

To conclude

Seeing results from your marketing efforts will take time when your budget is small. Carrying out your marketing activities consistently, even one-two hours per week, will help to create greater awareness towards your brand, and increase your chances of receiving new trade account sign ups. 

If you need further assistance, please book a free client call here. This is complimentary.

Many thanks for using The Market Room.