33410 Web Design would like to help you develop your an online marketing plan to achieve your business goals. Text Lisa Burnell at 561.358.8898 for an Online Marketing consultation on how to set marketing goals, write a plan of action, and define a marketing budget.
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Here’s how to get noticed by potential customers in paid and unpaid search results as well as on local sites and social media to grow your business online. Explore marketing options and figure out which techniques work best for the time and resources you have available to you.
What is AdWords?
Five smart ways to promote your business online
Budgeting for your online advertising
STRATEGIC ONLINE MARKETING PLAN
Sample for Small Business – Lead Generation
The components below are best placed in an online collaboration tool such as Base camp or Google Wave (it remains in service, but is no longer being developed as a standalone product), for example. Collaboration tools sometimes work better than email for communications and status updates; however, email does have the benefit of being familiar to almost everyone and may be an acceptable option for some businesses.
The goal of this plan is to increase sales of your company’s products, services and related projects for Sample Small Businesses. The target market is upscale clients, specifically targeting your demographics. This plan uses intelligent online marketing to increase the number of motivated customers visiting the web site, build awareness of the products/services, create confidence in the company, and help increase leads, sales and profits. Strategies/Tactics Below are suggested strategies/tactics. Not all are necessary at this stage, but all support the goal. They are listed in the recommended sequence for maximum benefit. You may require outside implementation and webmaster assistance.
Optimize Web Site Content (in process)
Use click and conversion data from PPC (pay-per-click) ads and call tracking to revise web site content including body copy, heads, and more. Ensure the marketing message focuses directly on Sample Small Business’ target market, and create a clear message for potential customers to discover through search.
Optimize Web Site Structure (in process)
The website is built in WordPress, so the platform is up-to-date and adequate. You may need changes to the web site navigation for better usability and to increase the click-to-conversion ratio. For example, change page names to better reflect content for search engines. Add a contact information and contact form to each page page. Add a phone number above the average fold.
Employ Strategies to Attract Search Engines (in process)
Complete intensive keyword research. Add more keywords to copy, image tags, titles, headings, internal links, revise sitemap, and other areas. Submit site to major search engines after all changes are made to site. Establish strategies to target specific geographic areas, such as far northwest Austin.
Search Engine Advertising or PPC (already in process)
Google AdWords will be employed, and if needed for additional traffic, Microsoft adCenter. Benefits: Highly targeted audience, controlled message, leads produced as incoming calls and web forms. Useful as a research tool for business decisions as well as to drive web traffic. Examples: gauge interest in new offering or new markets.
Directory Entries and Link Development (in process)
Create concise description of company and submit for new directory entries such as online industry trade directories. Create more links to/from the web site. Identify associations, industry groups, and customer affiliation groups for inclusion. Add outbound links from Local Business Example site, and request inbound links from these sites. Directory fees extra.
Refine Use of Google Maps/Google Local Search (in process)
Create/refine a business listing with Google that contains all relevant information about the business and helps customers easily locate the company. Focus on local search because of nature of the target market and increasing use of mobile search.
Expected outcomes – Increasing traffic to Local Business Example website. Greater recognition and higher ranking from search engines. Better market research. Greater exposure online and for mobile searches.
Informational Articles for Marketing
Use existing informational articles focusing on the business as a marketing tactic. Convert articles to PDF format, make available on web site, use as “lead bait” on site. Submit as information to relevant sites, with link back to Local Business Example web site. Any article submission fees extra.
Create Video for Marketing
Create a product/services video for marketing purposes, place on Home page, product / service page and promote it throughout site and on social media networks. For example, a subject could be “Five things you need to know about hiring a web developer”. Use this to attract leads and traffic. Post video on YouTube and Vimeo with link back to Local Business Example site.
Establish Sustainable Building/Eco/Green Page
Research and write information about sustainable/green building regarding the type of projects done by Sample Small Business. Obtain images from real projects or stock photos. Create a separate page on the web site. Promote this page in relevant onlinemedia.
Establish Financing Page
Add page to web site with information on financing your product / services project done by Sample Small Business. Link to financing company. Perhaps obtain coop funds from financing company for this project.
Expected Outcomes – Increase web traffic, visitor interest and length of visit to the web site. Capture leads for marketing. Increase attraction for link building. Giving customers more options and choices. Boost image for Sample Local Customer.
Web Press Release
Create and send out an electronic press release with news/information announcement, link back to web site. Work with Local Business Example to determine news angle or create an “informational release” if there is no news.
Expected outcomes – This type of publicity is designed to create more “buzz” about Sample Small Business, and increase site visits. Also can boost image and market presence.
Email Marketing Campaign
Collect email addresses from customers and web site visitors. If possible, get email addresses from direct mail supplier. Create and send out periodic emails with information, subtle sales pitch and special offers. Create special landing page on the web site for the subject of email, and to track the response.
Integrate Current Marketing Efforts with Online
Integrate current marketing programs such as flyers, mailers with online marketing. For example, add mention of specific features or offers on web site to all mailers. Add mention of flyers and other materials to web site.
Create Longer-Term Growth Path
Create separate plan for growing business when economy recovers, for expanding sales territory, etc. This would include how the web site will change, and which supporting marketing efforts are priorities. May incur expenses not in your current budget.
Ongoing Web Site Maintenance/Measurement
Ongoing, periodic updates to site content, update keyword research. Create new landing pages for special offers. Monitor and report traffic from site. Includes expenses not in current budget. Estimated time to complete – ongoing. Expected outcomes – Integration of all marketing efforts creates more efficiency and should reduce time required to sell, so more time is spent directly on profit-generating activities.
Set up Blog
Set up blog, and strategy for networking. Create initial blog entry. Employees should be encouraged to write regular blog entries. Enable RSS feed for blog. Requires additional expenses for technical portion.
Social Media Marketing
Create strategy for social network marketing. Set up a company profile on several social networking sites. Employees should be active on profiles. On all postings, link back to web site, blog, and any articles online. LinkedIn can give Local Business Example the chance to develop contacts with suppliers, potential suppliers, customers, and others. Facebook is used by many companies to create product pages, establishing a presence and links in a huge online community. Profile pages from these sites often appear when your company name is entered in Google. Expected outcomes – Market research – Some of the best market research is within the social communities where customers interact, share information and make recommendations. Brand visibility – Conversations about your brand may already be happening online, so you might as well participate in a way that pays close attention to the interests of your customers. Promotion of products – Providing information to educate customers about products can go a long way towards building new business. Link building –creating content that attracts links and promoting it in social media news and bookmarking sites can attract links from bloggers and more web site traffic.
Note – Importance of Project Manager – A project manager is often the single most important factor in ensuring success of marketing projects. 33410 Web Design recommend assigning a project manager for the items listed here. The manager needs a basic understanding of the items here, to be detailed oriented and good a coordinator. This will increase efficiency and chance of success for each project.
Please contact Leista Burnett, Online Marketeer at 561.358.8898 to execute your strategic ONLINE MARKETING PLAN