Date post: | 01-Nov-2014 |
Category: |
Business |
Upload: | michelle-fitzgerald |
View: | 1,210 times |
Download: | 0 times |
Executive Author Michelle Fitzgerald
Content Contributors Hubspot, Exact Target, Cordova Consulting, and Communicate Value.
The Essentials of [Small Business] Online Marketing
What You Will Learn
How to plan in a way that mirrors your business plan and aligns with consumer needs and interests.
Why content is critical to building and choosing online marketing channels.
How others will find you, organically and via purposeful content strategies.
How you can find others with data-driven techniques.
How measuring for success is focused inside and outside.
Step 1. Plan
Making the simple complicated is commonplace; making the complicated simple, awesomely
simple, that's creativity.
- Charles Mingus
Define Your Target Audience
Who is my ICP*?Re-purpose your business plan to build a marketing strategy.
Where do I find my ICP? Leverage industry insights, and free survey/polling tools to better understand your target audience.
*ICP = Ideal Customer Profile
Setting Goals & Boundaries
Time is Money. Costs Should be Short-Term.
ROI Is About Immediacy.
Step 2. Basics
Marketing is dependent on 2 Cs.
Communication. Content.
Why Content?
Because your value prop must be communicated to the informed and uninformed consumer to drive bottom line results.
E-mailSocial Media
Website
Ad Campaig
ns
VideoWebinars
Example Content Channels
What Content?
Does it align with your communication goals and business priorities?
Does it educate and inspire action with consumers?
E-mailSocial Media
Website
Ad Campaig
ns
VideoWebinars
News & Product Update
s
Fan Pages
Landing
Pages
Ad Creative
VideoCase Studies
Example Content Deliverables
Which Content Distribution Channels?
Focus on media that has the highest use frequency for your target audience.
*Data Sources: Illustrative purposes only
27%
18%55%
Email Online ForumsSocial Networking
Online Channel Analysis Example
Where do “Moms” A25-54 spend
their time online?
Step 3. Getting Found
Increasing Brand Awareness & Purchase Intent.
Your Online DNA
SEO: The Sole of Your Digital Footprint.
Priority #1. Develop a Keyword Strategy
Priority #4.As appropriate, create Blog Content
Priority #2.Create effective Landing Pages
Priority #3.Build out Site Links from yours and others’ sites.
Your Online DNA
Social Media: To Like or Not Like.
Select channels based on your business objectives.
Is generic SM presence your goal, or specific acquisition or retention KPIs?
*Contributing Authors: Mike Volpe, Hubspot; Christine Gallagher, Communicate Value
Your Online DNA
UGC (User Generated Content): Building and Preserving Your Reputation
Product ReviewsStore-Front User Reviews
Your Communication ToolkitEmail.
Any Customer
Prospects
Your Best Customer
Your Local Customer
*Contributing Author: Morgan Stewart, Exact Target
Your Communication Toolkit
Blogs.
Your Communication Toolkit
Social Media & PR.
*Contributing Authors: Mike Volpe, Hubspot; Christine Gallagher, Communicate Value
Step 4. Finding Others
Drive Revenue That Your Business Can’t Live Without.
Demand Gen
Search (SEM) As A User-Intent Funnel.
To Drive Leads To Your Site/Custom Landing Pages.
Demand Gen
Display As A Personalized Audience Targeting Tool.
Data
• Your Data• 3rd Party
Data
Technology
• Ad Servers• Optimizati
on Tools
Inventory
• Direct Sales
• Ad Exchange
• Ad Networks
Creative
• Rich Media• Dynamic Media
Demand Gen
Your Site As A Conversion Tool.
Demand Engagement
Email As A Retention Strategy.
Frequent Online Shopper
High-End Goods Buyer2-Year
Customer
Demand Engagement
Social Media As A Cross-Sell/Upsell Opportunity.
Demand EngagementWebinars As An Interactive
Close-Loop Solution.
Step 5. Measuring for Success
Analytics and Resources.
Going OutsideCompetitive Intelligence
Analysis
Syndicated
Research
Online User
Insights3rd Party Consumer Data
Going Outside
User Feedback Tools.
FREE. PAID.
In Your Control. In The Control Of Others.
Going Inside
KPI Reporting.
Brand-Specific
Revenue-Specific
Channel-Specific
Executive Summary
Plan big, market small. Create sustainable, audience-focused online marketing
programs.
Support the bottom line. Focus efforts on what will generate revenue, short-term
and long-term, based on KPI insights.
Data. From planning to execution, track insights (consumer,
channel performance) to develop content and to decide which market channels you will invest in.
About the AuthorMichelle Fitzgerald
Micro-marketing strategist with over a decade of B2B, B2C, Product Marketing and ad product strategy@ Yahoo!, CareerBuilder. and the LA Times
Author/chief editor of: Get Scrappy: A (Small) Business Owner’s Guide to Marketing on Less
Follow Michelle @mfitz0705or on Facebook and LinkedIn
About the Contributing Authors
Hubspot, Mike Volpe Exact Target, Morgan Stewart Cordova Consulting, Christa Cordova Communicate Value, Christine Gallagher
About Get Scrappy
Get Scrappy is a pared down, practical guide about how to
incorporate marketing into the heart of any business plan.
Packed with expertise from Fortune 500 marketers and SMB
consultants, Get Scrappy provides real-life examples on how
organizations can make seemingly tactical objectives become
strategic initiatives that generate results.
Do more on less. GET SCRAPPY.
Looking for SMB Case Studies?
AMEX Open Forum [Ongoing Blogs/Articles] 10.27.10 DMA Social Media Day [
Slideshare Presentation]