The Internet Marketing Checklist for Small Business
Tom Shapiro is CEO and founder of Digital Marketing NOW, which helps clients to maximize their online marketing results. What makes Digital Marketing NOW different is the company's expertise and focus on digital strategy and strategic design.
Digital Marketing NOW's services include digital strategy development, website development & design, conversion optimization, SEO, paid search, social media marketing, email marketing & analytics. Follow us on Twitter: @DigitalMN.
Latest posts by Tom Shapiro (see all)
- The 10 Hottest Online Marketing Trends in 2014 - February 12, 2014
- 13 Hot Internet Marketing Trends in 2013 - December 8, 2012
- Getting Your Business in Front of More Hot Prospects Online - February 9, 2012
Running your own business? Looking for new ways to market your products or services online? Then read through The Internet Marketing Checklist for Small Business below, and see if you should be adding a few more tactics to your marketing toolbox.
THE INTERNET MARKETING CHECKLIST FOR SMALL BUSINESS
You have a website, right? If not, create one. In today’s business marketplace, there is simply no justifiable reason to go without a website. Your business website acts as the cornerstone for your company’s online marketing.
If you are not using analytics to measure the activity on your website, stop everything and install a web analytics program today. An easy (and free) way to do this is by using Google Analytics.
Then, once you have a web analytics package up and running, setup a regular schedule to review the data and make corresponding updates to your website.
Sign up for Google Webmaster Tools and see your website from Google’s perspective.
Setup an XML sitemap and submit it to the search engines to ensure that they are indexing every page in your site. A good place to start is Sitemaps.org.
You have a blog, right? If not, create one. With a blog, you have control of an ongoing communication stream with your target audience.
Enable your blog readers to subscribe to your blog either through RSS or email or both.
Broaden your blog audience via syndication through services such as BlogBurst.
Create content that your target audience will truly value and will look forward to. Create useful eBooks, checklists, reports, widgets, tools, etc. that other sites will want to link to. Include awesome content in both your website and your blog.
Build your credibility by posting expert articles online at industry sites and article sites such as eZineArticles.
Build your credibility by answering questions by your prospective customers at Answer sites such as Yahoo! Answers.
Explore how you can add relevant video and/or audio to your site.
Offer customer engagement with your website visitors, whether through surveys, polls, Q&A, interactive tools, forums or otherwise.
Optimize your site or hire someone to do it, so that you can capture prospects precisely at the time that they are looking for services or products such as yours.
Paid Search Marketing
Complementary to SEO, test a Paid Search campaign. Test different keywords, different ad copy, and different landing pages. When you are ready to take it to the next level, use the multivariate testing tool Google Website Optimizer to test multiple variations of elements on the page.
Issue press releases and submit to online wire services such as PRWeb.
Get Local – Get Listed
If you are a local business, it behooves you to get listed in a multitude of online directories. For example, use Craigslist, Yelp, Google Local Business Center and Yahoo! Local.
Segment Your Site Visitors
This may be a more advanced tactic, but for those ready to take the plunge, try segmenting your audience based on their online behavior using tools such as BTBuckets.
Capture your prospects’ contact information through your website, and setup a customer relationship management database. Leverage email marketing to offer something of value to your database on an ongoing basis.
Socialize with your audience. Identify the most relevant social sites for your business, and then get involved. This might mean the forums on StartupNation. It might mean Facebook, Twitter, LinkedIn, Eons, BusinessWeek Exchange or Mixx.
Differentiation/Unique Value Proposition
And of course none of your Internet marketing efforts will maximize your results without solid differentiation. How are you different? What makes you unique? Why should someone purchase from you as opposed to other options?
These are just a few tips (The list above is by no means comprehensive!) to help you create a great online marketing program that drives your business success. If you need additional help, let me know below or at www.WebsiteMarketingNOW.com. Thanks!