The Start Up’s Web Marketing Cheat Sheet
Running a business on a shoestring requires a solid web marketing plan. The internet offers endless marketing channels that can be utilized within most start-up’s budgets.
The problem is, there are too many channels. Most new business owners get overwhelmed and do too much. In order to help solve this problem, I put together a cheat sheet that touches on the main marketing channels that every start-up should be leveraging.
Website:
- Pick a branded domain (your business name, not exact match keywords)
- Hire a good designer/developer – your website isn’t an area that you can cut corners. If you don’t have the budget, learn WordPress (it’s easy!)
- Create a website based on your business’ goals (if you sell products online, everything should drive towards those products. If you sell services, everything should drive towards getting visitor information)
Analytics:
- Set up Google Analytics
- Set up goals and funnels
- Define KPIs and key events that you want visitors to partake in
Content:
- Start a blog on your website
- Create a content calendar that details the type of content you’ll create and when you’ll post it
- Create a distribution plan – how will you get that content in front of the right people (social media, social media groups, content syndication networks, email blasts, display media, etc)
- Focus on creating content that satisfies the problems of your customers (if you’re a dentist, write about the proper way to floss)
- Don’t blog just to blog – add value!
- Create an infographic and distribute it
Social Media:
- Claim social media pages with branded titles (i.e. your business name)
- Set up accounts with professionally designed logos (you can get them for $5 on Fiverr)
- User Buffer to schedule posts across networks (free to start – this will save you time and money hiring a social manager)
- Create a content strategy that is consistent with your brand
- Join communities and groups (Facebook, Twitter, Google+ and LinkedIn – use these groups to contribute valuable insights and grow your following)
- Invest in ads to grow your account (Facebook and Twitter have low cost options that are easy to set up and scale)
Organic (SEO):
- Set up Google Webmaster Tools
- Do keyword research using Google’s Keyword Tool – target your content based on the highest searched keywords
- Link your internal web pages to allow for search engine spiders to flow freely through your website
- Find similar websites and reach out for guest posting opportunities
- Develop relationships with other website owners to generate high quality back links back to yours
- Enlist the help of an search engine optimization expert or consultant if needed – use eLance to find a cost effective consultant
Email:
- Sign up for an email provider (I use MailChimp – Aweber is great as well)
- Create a branded email template
- Create a drop feed email campaign that keeps in contact with your list
- Set up A/B test to optimize time sent, titles and content
- Create list segments based on where you acquired the email address
Paid Advertising:
- Create Google AdWords Account
- Sync AdWords account to your Analytics account
- Place remarketing pixel on your website
- Create ad groups based on your target keywords – use remarketing lists to retarget users who have visited your website before
- Hire a PPC expert if needed – use eLance to find a cost effective consultant
The internet is a powerful ally to a developing business. There are thousands of opportunities to help your business grow and they come at a low cost. The key is staying organized and on top of your efforts. Use this checklist to make sure your business is hitting the main touch points.
