Unlock YourOnline Marketing Potential

What can the web do for your business?

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Share Your Message

Your website communicates with prospects often before you do.– 66% of consumers responding to

offline ads visited the website or a search engine to learn more*

– only 14% called a phone number from the advertisement*

To begin unlocking the potential of online marketing– Have a clear message– Know how you want to position

yourself

*Jupiter Research:

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Engage Your Audience

If you’re target audience is already congregating somewhere, why would you NOT be present in that channel?– A lot of small businesses act like

deer in the headlights; getting overwhelmed with the sheer number of social media channels.

The bottom line:– Pick a few channels that make

the most sense for your business

– Do them well– Engage your audience using

these channels

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Make Connections

Social media is a great way to talk to:– Customers and prospects– Potential employees– Vendor partners.

Start to think of your social media as social networking. You can make connections online the same way you make connections off-line. – Request an introduce through

mutual contact.– Join the conversation– Comment on things others are

sharing– Add your own perspective.

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Improve Traditional Efforts

Online marketing provides a whole host of new tools to help you market your business, but that doesn’t mean you have to throw out all your old tools.

Continuing to use the old tools and ADD new tools– Custom landing pages can track

traditional ad results– Expand social reach by

promoting offline

You can improve your overall marketing and spend your money more wisely.

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Increase Marketing Efficiency

There are a lot of great – and FREE – tools out there to help us.– RSS feeds can automatically

email our latest blog posts to our readers.

– Autoresponders can will follow up with customers at predetermined intervals.

Leverage these tools by– Planning what you want to have

happen– Setting up the tools to make it

happen

Automating tasks will free you up to focus on prospects that are ready to become paying customers

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Reward Creativity

Cut through the noise to communicate with your target market by being creative.– Think about the coffee shop in

Bryant Park that would Tweet how long the line was, encouraging customers to stop by when there wouldn’t be a wait.• This provides a great service

to customers as well as builds sales.

Great marketing is as much about the creativity and thought that goes into building a campaign as it is about the budget.– Let all your team members

participate, you never know where a great idea will come from.

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Refine Your Efforts

Google Analytics is a free tool that will allow you– To track your website visitors– See what visitors are reading on

your site– Evaluate the success of

campaigns– Refine your efforts.

GA has a great tool that will let you set up “goals” for your website.– Goals force you to think critically

and define what success will look like.

– Figure out how to get there.– Measure whether you are in fact

successful

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Collect Data

Your online marketing puts you in a position to begin the sales process via Lead Capture (collecting specific, actionable data)– For example, you could create

premium content for your website and make it available to visitors who provide you with their name and email addresses for follow-up.

– This is different than an optin where visitors are signing up for your newsletter. This is where you may want to require some additional information; business name for example, company size, etc.

The idea is to filter out those who are unlikely to buy and cull information on those visitors that are truly potential customers.

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Summary

Keys to Unlocking The Potential of Your Online Marketing– Share Your Message– Engage Your Audience– Make Connections– Improve Traditional Efforts– Increase Marketing Efficiency– Reward Creativity– Refine Your Efforts– Collect Data

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