Running a small business is hard. You are pulled and pushed in a million directions. Traditional marketing channels are getting more expensive and less effective. Digital marketing looks like it will work, but it’s all very confusing. So how can you manage a plan that delivers effective online marketing?
It’s hard, but it’s not impossible.
You can hire a reputable resource, give them clear direction, and let them manage it for you. Depending on what you have them do this can cost from $200 per month to $750 per month or more.
Or you can do it yourself. We’re going to present a strategy that we know works and propose a place to start that we’re sure will work for you.
A Strategy for Effective Online Marketing
“Selling your winners and holding your losers is like cutting the flowers and watering the weeds.” – Peter Lynch, Billionaire Investor
In a word, focus. Focus your time and budget on a few things and watch your results improve. Focus on what’s working, eliminate what’s not.
It’s not rocket science, clearly, but this doesn’t make it easy. There are many distractions. Beware the new shiny thing. It’s the same for marketing. Effective digital marketing comes from doing a few things well and then building on successes.
Don’t try to do too much. It’s a known fact that boiling the ocean isn’t possible. Learn how to say “No.”
“No, we’re not going to try that. Somday, we might add it in, but for now, we need to improve what we’re doing before we add something else.”
If you plan to use content marketing and generate traffic through SEO then that’s what you should be focused on. Everything else you do is in servitude to this plan.
Where to Start?
It’s not Fancy, but Email Marketing Still Works
It takes some work, but if you put an hour or so a day into it, Email marketing can take you a long way.
Use the automation tools available from most Email Service Providers. Automation will simplify your efforts. It takes a bit of work to set up, which may be a place where investment in support will pay off, but once it’s in place, it runs itself. Then, spend your time monitoring the results and making adjustments to messaging and offers.
Here are a few automation ideas. Some are focused on e-commerce but you can adapt them to other situations and business objectives. For example, a lead funnel connected to email marketing is a powerful solution. Over time you will refine things to best suit your needs.
Be consistent and stay focused.
Use a popup with a lead magnet to drive newsletter signups
Include a limited time offer in the double opt-in confirmation
Send a thank-you email with a related product cross-sell after the first sale
Use reminder emails, send one if a user hasn’t logged in for a month
Periodic, non-sales emails to purchasers are a good idea. Design the content to add value to the business relationship
You can also send targeted sales-oriented emails to purchasers based on past purchases
Send periodic sales-oriented emails to nonpurchasers
- You get the idea
Finally, if you are going to focus on what works, then you need to test. Test everything, but test big things. Blue versus green is not a big thing, Offer A versus offer B, no this is a big thing.
Effective Online Marketing – Conclusion
Focus on a few things, do them well. Start with email marketing. A small business email marketing strategy will work hard for you if you work on it. Commit the time and resources and watch your results grow.
So what’s working for you? Are you already using your website as a fulcrum? Are you maximizing its leverage?