On the Web

In our last post, we talked about the very basic key components to any successful marketing plan for a new business or one in the process of rebranding: your company name, logo, tagline, phone number and business cards. Once you have these key components nailed down, the next step to consider in this fast paced internet driven society is your online presence.

Most business people know that there is no such thing as selling without marketing. I am always shocked at companies going through hard times that choose to cut their marketing efforts of all things. But even more shocking are companies that don’t have a detailed plan for their marketing strategies in the first place. Many companies just hang a shingle and wait for the phone to ring. And in this day and age, that’s economic suicide.

I encourage you to evaluate which channels are right for you, your product or service, your company and your unique selling position. And then don’t let anyone “guilt” you away from your plan. Work it … evaluate it … tweak it … and then repeat. In my opinion, that’s the way to make marketing work for you.

Let’s look at a few common examples. I always say that “Twenty years ago, you had to be listed in the phone book. Ten years ago, you had to have a website. And now, you need a presence on social media.” But before we discuss social media, let’s talk about your website.

It is critically important to have a well-designed website that is easy to navigate. Here are some questions you might want to ask yourself when you are evaluating your existing website, or beginning to design a new one. How interactive is it? How easy is it to navigate? Can they sign up for your email newsletter there? Read your blog? Make an appointment? See your calendar of events? Read your bio and company history? Do you know how many are visiting, how long they are staying, what content interests them? I’ll tell you one thing that’s true across the board, just like Kindergarteners; people like to see pictures more than they like to read words. And videos are even better.

Make sure that you have Google analytics installed on your site and view the stats regularly to see what interests your clients and potential clients, in order to drive your marketing efforts toward that content. It’s also a great way to evaluate if a marketing strategy is working. For example, if you did a mailing first class on the 15th of the month, see how many visitors you got when the mail piece landed in homes – the 17th and 18th, where they went and if the mailing “worked” based on your objectives.

We will talk about social media and email newsletters in the next post, but for now, have a few friends who are a little farther away “from the fishbowl” check out your site and give you constructive feedback. And if you don’t already access your analytics, or you’re not sure if they are installed, you should. It’s free!

For what it’s worth, that’s my two cents.

As always, I am wishing you all the very best.

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~ by Rainmaker Marketing and Sales on December 26, 2012.

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