Overwhelmed. It's often the first word small business owners use to describe their relationship with online marketing. Not just the release of yet one more "cool" technology everybody else is using, but the challenge of understanding how to make it all work together. Depressing is the next word small businesses use when they learn that not only do they have to choose the right software, but they have to install it, maintain it and feed it each day, while performing all the duties a successful business requires.
Help is on the way. This is the first in a series of posts designed to help business owners and entrepreneurs deal with the challenge of Too Much Technology. All during the month of August we will focus on how to choose the right mix of technology solutions, how to put it all together and how to build and easy to use Internet Marketing Strategy.
Making Sense of Your Web Presence
Your web presence is more that just a website. Both you and your competitors have access to multiple online marketing channels. The key is meet your prospects where they are, by employing social networks, video networks, mobile apps, email broadcasts, your blog and yes, your website. It's not about using all the technology, it's about connecting with people. Start by defining your prospect. Social networks deliver PR by generating targeted engagement. It's up to you to choose the right social network. If you're looking to connect with the media, Twitter is king. If your customers are consumers, developing a Facebook page would be a priority. If your focus is B2B, LinkedIn is the best place to connect with executives.Web Presence - Essential Elements
Whether your business model is Bricks and Mortar, Bricks and Clicks or a pure Web-only operation, start with these basic elements:- PR- Social Networking - find your prospects and go hang out. use SN and video to drive traffic toward your marketing.
- Marketing - Email Broadcasting - respond to prospects, stay in touch with customers to drive traffic toward your website.
- Marketing - Publishing - use a blog to provide relevant, timely content. Use white papers or case studies to build engagement. Drive traffic toward your sales process (landing pages).
- Sales - Website - Use landing pages to help prospects focus on your offer.
- Sales - eCommerce - If your model includes taking orders online, use a shopping cart/merchant account so you don't have to go to the bank.
- Customer Service - Use web forms, Google Places and Review sites to manage your Brand Reputation.
Picture these elements as a series of concentric rings leading from PR on the edge toward Profit in the center. Each element leads prospects closer to the center by a series of written invitations, short links in a tweet, Learn More links in a blog post.
How does your web presence stack up? For now, invest some time this week documenting not only what you have in place but what's missing. Next week we will dig into the details of each element. You will learn everything you need to know to build a successful web presence!