What Came First: Luck or Opportunity?
Oprah states that she does not believe in luck and that there is no luck without being prepared to handle that moment of opportunity. This viewpoint may seem surprising. But when you really think about it, it makes total sense and is pretty powerful.
I am reminded all the time how important it is to attract the right customer and establish a solid online brand and prep of your digital marketing efforts in order to create opportunities to connect with prospective clients. Let’s face it, it takes a lot of legwork, dedication, and diligence to stay the course and develop a successful business. At the end of the day, you want all of your efforts to make you more visible and convert prospects into customers.
The more prepared you are, the more likely great opportunities will “coincidentally” appear. In order to make sure you are prepared, here are five simple guidelines:
• Make sure that your brand is digitally cohesive. Being as consistent as possible with the visual look of all your materials helps create a strong brand identity that won’t be forgotten. Maintain a consistent tone across all of your networks, keeping your logo, avatars, fonts and imagery cohesive. Use the same fonts, colors, and type imagery so that your audience becomes familiar with your visual aesthetic. Have at least one clear and single-minded thread running consistently through what you curate.
• Optimize your site for search engines. Search Engine Optimization (SEO) is extremely important because without it, it is harder to be found, which makes all of your other marketing efforts that much more challenging.
What is SEO? Search Engine Optimization (SEO) is the art or technique(s) used to drive organic traffic to your website and obtain a high ranking position on Search Engine Results Pages (SERP) for search engines like Google, Bing, and Yahoo. I use the word ‘art’ because these techniques are unique for everyone.
• Make sure that your website is responsive. By now, you have probably gotten the memo that Google is now dinging sites that are reformatted when viewed on a mobile device. Things like a dynamic menu, incorporating larger fonts so that you don’t have to pinch or expand, and implementing mobile viewports for better user experience are crucial. Most website platforms created within the last 2-3 years accommodate for mobile responsiveness. If your site was created more than 4 years ago, you may want to check and see whether you need to update. To determine whether your site is responsive, take the mobile - friendly test: http://bit.ly/1EVi9R3.
• Hang out in the right place and speak the same language. When it comes to being relevant to your target market, it is essential to speak their language and have representation on the networks that they use. For example, if you run a business that caters to brides, you should have an active Instagram and Pinterest account because statistics show that millennial brides are finding vendors on those platforms.
• Lead visitors down a path. Hopefully, all of your digital marketing efforts and preparation have engaged your prospective customers enough that they land on your website. Think of your website like Rome. Just as all roads radiated out from Rome during the Roman Empire, so do your campaigns, your social media posts, and mentions. Make it easy for your prospective customers by directing them with call to actions (CTAs). Steer them by letting them know what you want them to do.
By incorporating these five guidelines into your regular business practices, you will be sure to notice more opportunities where you are ‘lucky’. I know some of these may seem like a lot of work, but just know that you are not alone. There are plenty of references out there to help you in preparing for your success.