10 must do online marketing strategies for small business

10 Must-do Online Marketing Strategies for Small BusinessBrian Neufeld, Managing Partner

About

© 2016 INC Marketing Inc. All Rights Reserved

Brian Neufeld● Online marketing since 1998● Focus on inbound marketing● 15 years experience with Marketing Automation● VP of Marketing for B2B industrial companies

INC Marketing● Marketing frameworks and processes● Train and mentor marketing professionals● Fractional CMO services


Part 1:

The presentationPart 2:

The cheat sheethttps://inc.marketing/tec

https://inc.marketing/10-must-do-online-marketing-strategies-for-small-business/

1. Claim your local business listing


1. Claim your local business listing


● Show up in Google & Bing search engines● Appear on maps and GPS systems that use

Google & Bing Maps● Stand out and build credibility● Take control of your business listing● Be found on different types of devices

1 hour

2. Register with webmaster accounts


2. Register with webmaster accounts


● Get your content on search engines quicker● View website errors impacting your search

engine indexing● View query data not available through Google

Analytics● Control indexing parameters

30 minutesMay need minor technical help

3. Set-up Google Analytics


3. Set-up Google Analytics


● Know what type of people are visiting your website

● Know how people are finding your website● Know what people are looking at on your

website● Understand how people interact with your

website

45 minutesMay require

minor technical help

4. Focus Keyword Selection


● A keyword, or phrase, that defines the content found within a specific web page.

● Focus keywords help guide search engines.● One way to help drive website traffic.● Select up to 10 keywords for each product or

service.

Tip: Consider a long-tail strategy

1-2 hours per product

5. Build Cornerstone Content


● Cornerstone content is content on your website that explains clearly a key concept, product, service.

● Each focus keyword needs to have a dedicated cornerstone content page.

5. Build Cornerstone Content


● Cornerstone content checklist:○ The focus keyword (or phrase) is defined prior to writing

content.○ The content has a title that includes the focus keyword.○ The content has a descriptive subheading.○ The first paragraph of content includes the focus keyword.○ The content contains a minimum of 300 characters.○ No more and no less than one call-to-action is included.○ A relevant and interesting image or diagram has been included.○ Spelling and grammar have been triple checked.○ Active voice is used (passive voice is not used)

1-2 hours per keyword(outsource for $15 per

page)

6. Get Customer Reviews




Establish 3rd Party Review Listings● More credible than testimonials on your own website.● Choosing review websites:

○ Select sites that control their content and don’t allow fake reviews.

○ Avoid sites that charge you to rank on their website.

● Depending on your industry, there are several websites to choose from...



Aabaco Small Business

The Better Business Bureau

Cloudswave

Facebook

G2 Crowd

GetApp

Glassdoor

HomeAdvisor

IT Central Station

Kudzu

Manta

Serchen

SoftwareInsider

TopAlternatives

TripAdvisor

Trustpilot

TrustRadius

Yelp

Default: Google My Business

30 minutes per site



Ask for and get reviews... easy as one, two, & three…

1. Within one week of sale completion send first formal email request.

2. No review? One week later, send short, personalized plea for help.

3. Still no review? One week later, send final email “begging” for help and saying you won’t ask again.

On-going(offer $25 Amazon gift

cards and speed things up)

7. Secure your website


7. Secure your website


● A secure website encrypts the link between your web server and the person browsing your website.

● From a MARKETING perspective, a secure website will help rank you higher in search engines.

● Boost consumer confidence● Reduce shopping cart abandonment● Increase conversion rates

1 hour for initial setup$100 - $500 per year

Requires technical help.

8. Maintain a contact database


● Contacts are the lifeblood of marketing● It is significantly cheaper to market to existing

contacts than to new contacts● Businesses should monitor the growth of their contact

database● Keep it clean and maintained● Segmentation is very important

On-going

8. Maintain a contact database


Data to track● Complete contact information● Source of contact● Date of acquisition● Relevant segmentation tags (ie. industry, product

interest, etc.)

9. Make your website responsive




● In 2015, mobile searches exceeded desktop searches● Search engines rank responsive sites higher than

non-responsive sites● Responsive sites create a better user experience● Results in a better bathroom experience● Future proof your website by making it responsive



● WordPress, Joomla & Drupal sites: Apply a responsive theme

● Others: Convert to a WordPress site● Need to keep your existing site? Hire a web developer

$50 - $500+May require technical

help.

10. Ask for opt-ins


● Marketing is about communication.● To comply with Canada’s Anti-Spam Legislation

(CASL), you must get permission.● Even if you don’t market electronically today, start

asking for permission.

10. Ask for opt-ins


30 minutesMay require minor

technical help


Access the presentation and cheat sheets

https://inc.marketing/tecConnect with me...

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Date post:	13-Apr-2017
Category:	Marketing
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