Whether you are launching your new engraving business or refreshing your current one, you are going to require some online marketing techniques to help promote it. Online marketing can be a bit of a hit-or-miss if you do not know what you are doing, and seeking the help and advice of a professional marketer will be highly beneficial.

Although at first, you may think that you can save the money and do it all yourself, you will find after a short while that you have spent way too much and seen little to no results. In short, these professionals are worth their weight in gold as they can get good results that will provide you with a genuine improvement in interest and sales.

1. Make Full Use of SEO

Of course, one of the first points of call is your search engine optimization (SEO). SEO is how search engines such as Google find and rank your website. You use optimization techniques to ensure you rank as high as you can on the search results pages.

From your own scrolling, you probably realize how unlikely it is for any browser to look past the first page of results when searching for something, which is why it is so important to get onto that first page.

If you are not ranking highly for search terms relevant to your company, you will simply not be seen by potential customers.

Even current customers might forget that you exist or be tempted by a competing company if you do not immediately come up. Making sure search algorithms favor your website means making it useable, functional and appealing to users – something you should be looking to do anyway.

There are various online tools to see how your website rates for certain keywords and many ways you can improve your ranking. Although you can opt to tackle this important area of your marketing yourself, it is far better if you have no or little knowledge to leave it to a competent and established SEO agency.

An SEO professional is up to date with the latest techniques (practices that were okay even a year ago may now penalize), and it is their full-time job – thinking you can do a little bit here and there over a year is not good enough. 

This is because they deal in this important area day in and day out for a multitude of different businesses. They will be able to perform the actions required at a far faster and more rewarding speed.

2. Tell Stories on Social Media Platforms

You may be surprised by the attention storytelling on social media platforms can give you, especially if you perform well. It’s also a great way to produce new content which engages with your customers or potential customers.

Stories always sell, of course. Producing new content benefits your company in a few ways. But, more importantly, it shows you are a live business – engaged and interacting with the world around you, not just producing items and demanding attention. This creates more trust around your company and (particularly if you are a small company) allows a human relationship that sparks loyalty and repeats custom. 

Of course, the main topic of your story will be the engraving services and products you provide and how you can make them personal for your customers. 

For instance, you might tell a story about the thrill and enjoyment that a customer’s relative received a glass item with a personal message engraved on it. This can be customer content creation and help with the two-way dialogue customers favor. However, you also have a fantastic opportunity to tell your own story – why you set up your company, the struggles you have faced and the excitement when you got your specialist glass engraving machine. This will not only leave your story memorable but will also, by association, connect the memory to your business name and product.

Whatever you can do to put the people working behind the scenes to create, decorate and deliver your products, the more you will put a human face on your business and showcase your persona for all online to see. Search bots reward this and reflect the social interactions customers demand from their businesses.

3. Start or Rethink Your PPC Campaign

You may want to restart or rethink your pay-per-click (PPC) campaign. Your SEO agency will certainly be able to help you with this. Using the wrong keyword or one that isn’t focused enough could lead individuals that are not interested in your services to your website. As you will be paying for the click-through, regardless of how interested those people are, it will cost you money and you will have no return from it. 

Whereas if you have more focused keywords, you will find that your advertisements are shown to more people that are actively seeking glass engraving than those who are not. Getting more interested parties to your website results in more sales for your original outlay.

A lot of the time, people give up on a marketing idea because it ‘didn’t work for them.’ In reality, it is much more common that the concept works, but it was executed poorly. You need to thoroughly examine the audience that your advert is reaching and any disparity between them and your target market – these two groups should line up as closely as possible. Consider the time of year your campaign is going live – will you have an evergreen campaign suitable all year round, or are you trying to target a particular holiday or life concept? This all matters and should be carefully worked out in advance.

Final thoughts

There is no point in investing in top-quality engraving equipment if you will not get your products and services known. Making your machine earn money will take a lot of hard work in promoting online. Opting to have professionals take care of this for you makes sense and will enable you to concentrate on providing your customers with the quality and care they expect.

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By Margaret Blank

At the moment I am an expert-analyst in the field of search engine optimization, leading several projects and consulting on website optimization and promotion, I am actively involved in various thematic seminars and conferences.

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