Critical Elements of Marketing Online

Notes for a discussion with new business owners participating in EDC Team Jefferson’s Business Planning Class, given October 11, 2012. Thanks to Jim Williams for the invitation.

You need a compelling story.
Every business is a publisher.
Your customers will act based on your story, and when/where they hear it.

A MISSION, A VISION, A MOVEMENT

MARKETING PLAN (SEE ALSO: EDITORIAL CALENDAR, BELOW)

  • Goal and time-based.
  • Linked to your business plan.
  • Integrated – includes all offline and online components.
  • Is built around your customer.
    • Who are they?
    • What do they need/want/desire?
    • What makes them act?
    • Customer research is part of developing a marketing plan; setup online “listening posts.”
    • TOOLS: Google Alerts, Postling, Twitter/Tweetdeck, Sprout Social

CONTENT

  • Website/Blog
  • Core business information
  • Keywords
  • Informative articles/posts
  • Testimonials
  • Videos
  • Podcasts
  • Links to more information
  • eBooks or How-To guides
  • Recipes
  • Whatever would add value to your customers and help them act.

PLAN CONTENT WITH AN EDITORIAL CALENDAR

ORGANIC SEARCH ENGINE OPTIMIZATION (SEO)

  • Good, keyword-relevant content. Link often.
  • Constantly update àblogs are naturally great for this.
  • Provide content on other sites; get others to talk/write about you.
  • Local optimization
  • YouTube, Flickr, Google+ (special case)
  • Monitor via keyword tools (#3 above).

EMAIL MARKETING

  • Best tool for call-to-actions, and direct marketing.
  • Consistency is key, as is brevity.
  • Mobile viewing is exploding, so keep it clean and simple.
  • ADD VALUE. ADD VALUE. ADD VALUE.
  • Segmentation is helpful.

SOCIAL MEDIA MARKETING

  • It’s about your customer, not you; where do they live/hangout?
  • What do they need/want/desire?
  • Every part of your business is social, so don’t treat this as an “other.” It’s central.
  • Facebook? Twitter? Pinterest? Yelp? Trip Advisor?
    • Focus on where your customers are.
    • Leverage your Editorial Calendar.
  • Be consistent, be real.
  • Pre-plan, and pre-execute, but stay in touch daily.
  • Integrate with all parts of business.
  • Don’t autopost; treat each network with respect and individuality.
  • FACEBOOK
    • Use Pages, not personal profiles.
    • Leverage Insights.
    • Engage with other pages for content.
    • Use Promoted Posts.
  • TOOLS: Hootsuite, Postling, Tweetdeck

ONLINE ADVERTISING

  • Google Adwords
    • Great test lab for copy, keywords, and products.
    • MUST have a web page that converts off of it.
    • Target based on geography and search terms.
    • If you start, stay engaged, and always ALWAYS keep creating new ads.
  • Facebook Ads/Sponsored Stories
    • Powerful traffic driver.
    • MUST have a web page that converts off of it.
    • Can get expensive.
    • Can target very specifically.

MONITOR AND MUTATE

  • Google Analytics
    • Create goals in Analytics, and track.
  • Email list growth, opens, and click-throughs.
  • Facebook Reach and Engagement
  • SALES

About Keven Elliff

Keven Elliff Google profile is a business development and marketing consultant who helps businesses, organizations, and individuals connect with customers. Keven advises solo entrepreneurs and small businesses, as well as large enterprises and nonprofits.

11. October 2012 by Keven Elliff
Categories: News | Tags: , , , | 1 comment

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