Daily Archives: May 27, 2014

10 Internet Marketing Strategies for Small Business

Internet marketing strategies

Internet marketing is not an option, it is a necessity for every small business to grow. We love working with start up companies, we love the passion and the excitement new entrepreneurs bring with each bright venture. It is also hard for us to meet some of these fresh start up small businesses who are following their dreams but haven’t done the due diligence of research. We are often contacted first to design and develop a small business website. One of our specialities here of course. However in our first website consultation we talk to our prospective customers about how they are going to market their new business and if they have considered internet marketing. Unfortunately many small business owners believe having a website is an internet marketing strategy. It is a component but it is not a complete strategy to drive traffic, phone calls and orders in and of itself.

Following is a list of some of the internet marketing strategies small businesses implement. Not all of these internet marketing concepts are necessary for every single business. If you are not sure about which will fit best with your internet marketing goals post a question in the comment sections and I will be happy to help. I will need to know what your product or service is and what your internet marketing goals are. Do you want to increase page views, do you want to make more sales, do you want more downloads, etc.

10 Internet Marketing Strategies for small business

  1. Web Presence – First and foremost is to have a fully functioning quality website. A website that communicates quickly what your product or service is key in keeping your visitor engaged in staying on your website long enough to determine if they want to work with you. List your services or products, make it easy to locate contact information whether it is an online form and most definitely provide an email contact and phone number on all your pages. Don’t skimp on your website design. If your website looks cheap your company will bear the burden of this perception.
  2. Content Marketing – Content marketing includes articles, blog posts, press releases, e-books, all types of photos including product photos, staff photos, stock photos for your blog posts, and videos. Don’t ever worry that you are offering too much information on your website. Note you will naturally be adding relevant keywords to your content (see SEO below) and you will be answering every visitors question each time they come to your site. Sharing your wisdom and expertise adds credibility and trust for your customer and bodes higher search results than websites that don’t get updated frequently and have less content
  3. SEO/SEM – Search engine marketing helps bring your website up in search results within search engines such as Google, Yahoo, Bing, etc. The use of relevant keywords holds high importance in SEO for small business websites. To use Connection Group as an example, as a graphic design and marketing company in the Lansing Michigan area we want customers who are seeking graphic design and marketing in the Lansing, Michigan to find us. The best way to be visible in search engines is to make sure we have those keywords (graphic design, marketing, Lansing, Michigan) on our website in various places.  There are many components of SEO and many bad practices by disreputable SEO firms to avoid. Please post in comments if you have questions.
  4. Local Search Marketing – Local search incorporates the rules and tactics for standard SEO and integrates maps, such as Google maps. When a customer searches your product or services a map with local companies who fit the query come up. Your company and similar companies in your industry will have listing that include contact information such as address, phone number, and can include website and there will be a symbol on the map indicating your exact business location.
  5. Social Media Marketing – Everybody groan and get it over with. I know social media for small businesses is an internet strategy that challenges the best of us but it all comes down to your goals and your audience. Some of our customers rock Facebook, Pinterest and Twitter and others report increased sales rates from the traffic they received from LinkedIn. The most challenging part of social media as an internet marketing strategy for small businesses  is setting the frequency of posts and determining return on investment. To start, I recommend securing social media profiles with your business name in all of the main social media channels. The next step is to evaluate which social media channels your customers spend the most time in, when they are there and what they want to hear from you.  Piece of cake right?
  6. Email Marketing – Email marketing lists are considered by many to be the most valuable database in many small businesses portfolio. Email marketing lists are built from customers and prospects who have expressed an interest in your product or service. Whether you gained them through a give away, a promise to keep them updated on new product releases, or discounts, these people have opted in to receive communication from you. Unlike a phone call, or face to face meeting, emails can be sent 24/7 and the recipient can choose when they will look at them and how they will respond. Small businesses should consider using an established email marketing software such as Mailchimp to help ensure your campaigns reach your customers in-box without getting caught in spam filters.
  7. Landing Pages – A landing page is a page on your website that is designed to capture visitors contact information. Landing pages contain a lead capture form (conversion form) also known as an online inquiry form. Created for a specific audience they can be a very successful internet marketing strategy. Good landing pages are simple and focus on one message to achieve the goal of capturing the lead content. Consider using landing pages with email campaigns targeted to previous customers, use of landing pages with online advertising allow ease of tracking and optimizing for each ad, and lastly landing pages can be used for giveaways and free downloads of e-books, original graphics, etc.
  8. Mobile Compatibility – Mobile marketing statistics so far for 2014 show some industries are seeing nearly 50% of visits to their websites from mobile users. This of course will vary with demographics and your actual product or service but it is high across the board – high enough not to ignore. Most small businesses are investing in responsive website design rather than going with a desktop website and a separate mobile website. Maintaining two separate websites is just crazy unless that’s all you have to do all day. Responsive sites provide the best of both worlds. Those visiting your site on a smart phone, tablet or desktop computer get the same information, it is all just scaled for the screen size they are using. Questions? Let’s talk.
  9. Online directory listings – Make sure your business is listed and complete your information and be sure there is accurate contact information in all main online directories such as Google, Bing, Yelp and YP. Consumers who do not know your company name but are searching for your product or service can view your listing and contact you. Most directories have free listings and others offer more options at a cost. There are many other service listings like Yext, etc. and also industry specific directories you will want to explore.
  10. Google Adwords and Social Media Paid Advertising – Google Adwords can help bring you to the top of searches page by paying for top placement. Internet advertising is sold on a cost per click (CPC) or cost per  impression. You build ads using keywords for your product or service depending on your budget and how many others in your industry are advertising the same keywords and setting similar budgets your ad will come up in when people search for your product or service. Due diligence must be paid to each online adverting campaign to make sure you are getting in the top rankings and that you are taking advantage of each opportunity. As you work to improve organic search engine results for your website by adding content, etc. Although not for the faint at heart or for those who are not very ‘techie’, Google adwords and some social media advertising can be a good addition to your internet marketing strategy.

So which of the 10 internet marketing strategies above does your company need the most to increase inbound marketing results? Do you think you need to start working on all or them, or only 1 − 4, or are you completely overwhelmed and want to go back to door to door sales and forget all this crazy internet stuff? Connect with us, we can help with all of the services listed, we know the ropes and we can help get results.

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