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Stupefied by social media? Bummed by banners? Stunned by search engines? Today’s online marketing options can be dizzying if you’re a small business owner. Here are just a few options available to you, as well as some easy things you can do about them.
1. Your Web Site
Is your site working hard enough for you? Invest in a professional design and copywriter. Be sure your contact page is functioning properly. Make it easy for people to subscribe to your newsletter. Refresh your site a minimum of every 3 or 4 years. Have a blog? Refer to my last post on how to simplify blogging for your business.
2. Search Engine Optimization (or SEO)
You have your site, but is anyone going to it? Google and other search engines should be represent a high proportion of your site’s visits. Think of the keywords that your visitors will use to find your site and embed them in your site’s copy. Paying an SEO consultant to cover the basics for you might be worthwhile.
3. Social Media
Whether it’s Twitter, Facebook or LinkedIn, ask yourself if your clients and customers are also using these tools in the first place. If you can’t seem to get your head around social media, outsource your social media or spend only the bare minimum (just don’t abandon it altogether). Focus on something that works for you.
4. Banners and Other Web Site Ads
Look around in your community for online magazines and blogs that target your niche. Some of these sites offer banners for pennies on the click. If you’re adventurous, look into cost-per-click advertising like Google AdSense or Facebook. But be cautious: it’s easy to spend money quickly on these options, so be sure that your landing page makes it easy and attractive for customers to convert to buyers or newsletter subscribers.
5. Email Advertising
Many mid-sized to large online magazines, blogs and organizations such as momcafé have substantial email lists, which you can often access for a fee. If you can afford it, go for the dedicated email. Often the priciest option available, the dedicated email frequently presents the best value and is usually the most effective in driving clicks to your web site. See this post to find out more: http://www.entrepreneurmomnow.com/vancouver/success-tips/marketing-and-pr/online-advertising-primer-the-dedicated-email/
Whatever you decide, be sure to ground your online marketing efforts within a larger marketing plan. Advertising should fit your marketing strategy. Social media, for example, is only a part of your overall marketing plan. Focus on the fundamentals and you’ll increase your chances of getting the results you’re looking for.
With over 14 years of digital and interactive media experience, Christine Pilkington of Vancouver, BC is the CEO of Crisp Media Inc. (www.crispmedia.ca), which specializes in producing networks of hyper-local online magazines like VancouverMom.ca and Entrepreneur Mom Now. Christine has worked with companies like AOL, BMW and Indigo, as well as some of Canada’s top media brands like Maclean’s, CityTV and Today’s Parent.