This is the first in a series of articles on Integrated Internet Marketing. Integrated Internet Marketing is a process, but more importantly it’s a strategy.
This strategy involves all the features of Internet marketing. Plus, this strategy crosses the entire spectrum of the Customer Lifecycle. It’s complex and it’s involved! However, it provides a basic guideline to help a small business owner determine their Internet marketing strategies to fit their individual needs and determine how it all fits into their specific business plan.
Here is a simplified diagram to show the flow of the Customer Lifecycle.
The goal or purpose of developing in Integrated Internet Marketing strategy is to nurture and develop loyal repeat buyers to your business. By creating loyal repeat buyers, a small business is completing the client lifecycle. More importantly, it is driving new customer to your business through referrals. Today’s buyers want to be nurtured. They want to be involved in the process. More importantly, they base their purchasing decisions on social proof. Social proof is extremely valuable to small business owners. People make buying decisions on recommendations by their friends, business associates, family and social/religious groups.
Here are the topics that will be covered in this article series:
Integrated Internet Marketing: Small Business Website
A small business website is critical to a small business’s Internet marketing success. It’s the first and most fundamental step in developing an Integrated Internet Marketing strategy. Your small business website needs to be search engine friendly. In other words, it must include the basic fundamental criteria of Search Engine Optimization (SEO). Every other component of Internet marketing will build upon this premise. This is a process, and it warrants careful attention, testing and occasional updates.
Integrated Internet Marketing: Drive Traffic and Attract Leads
Once you’ve developed an SEO’d small business website, you must learn how to drive traffic to your website and attract leads. Local Search Marketing, Social Media Marketing, and Mobile Marketing are key elements to this strategy. Video Marketing and EMail Marketing are two other ways to drive traffic to your small business website. Other forms and methods toward list building will also be covered.
Integrated Internet Marketing: Nurturing Leads and Converting Sales
There are lots of different Internet Marketing strategies that a small business owner can employ to nurture leads and covert them to sales. The fundamental concept covered in this article will focus on “providing value” to potential clients to convert them to buyers. No doubt you’ve seen the explosion of coupon marketing in the past few years. There’s a reason for this. It works! However, it only works in driving customers to a business with the expectation of saving money. This article will show you how to capture these customers and turn them into loyal repeat buyers.
Integrated Internet Marketing: Getting Referrals
Satisfied customers are more than willing to provide referrals, but a lot of businesses just don’t know how to effectively ask customers for referrals. This is “social proof”and it completes the client lifecycle. This article will cover easy to use techniques for small business owners to use to generate referrals for their business.
I like to feature some of my clients and point out the significant things they are doing to market their business on the Internet. In this article, I’d like to take the opportunity to feature Jerry’s Plumbing, Heating and Air Conditioning Company. I want to pay huge kudos to Jerry Deason, the owner and small business operator of Jerry’s Plumbing in Waldorf Maryland.
Mr.Deason is the owner operator of a very special and growing business in the Southern Maryland area. He represents the very best in a small business owner. He values his employees, understands the value they provide his growing company and is continuously looking for ways to improve their lives. I have thoroughly enjoyed the opportunity to participate in his growth and continue to see positive developments as he moves forward. Jerry Deason is a true professional!
In my business, I look for small business owners with whom I can develop strong personal and lasting business relationships. You might consider me a small boutique Internet marketing business. Fact is… that’s exactly what I am! I do the voodoo that a small local business needs to do to help them grow their business in their local market.
So, I’m very particular in picking my clients! I have 3! You might ask,me how can I be financially successful in this business if I only have 3 clients? I’d ask you, how much money have you wasted by kicking in valuable marketing dollars to those that have enticed you via their telephone offers? In other words, what is your Return on your Internet Marketing Investment (ROI).
This is why my clients enjoy my services. I drive leads to their business. More importantly, they trust me. They see me on a regular basis. I’m in their office. I meet with them personally. This is a business about personal relationships. I provide the tough answers to their questions.
I’m not looking for any new clients. Believe me, you need to convince me on signing you to a business relationship. But, if you need help to create the same type of business model, let me know.
Here are great tips on small business video marketing. Video marketing is a powerful way to jump start your small business and marketing campaigns.
We choose to use this term small business video marketing for a very good reason. Its important to make a clear distinction between large and small businesses. Large business use production facilities and have large budgets and staff to help with their video marketing. By comparison, small businesses do not have these same resources. So, let’s be clear… small business owners, with the proper assistance, can use small business video to conduct very specific marketing campaigns.
If you are a small business owner, you need to at least be aware of some ways to use small business video to convey your marketing message. So, what is your marketing message? A marketing message is a campaign that you develop to focus on a particular service that you offer. Video marketing helps you convey your marketing message is a very attractive and short message. Let’s face it, consumers are inundated with marketing messages. They see them on TV, and they tune them out. On the other hand, they use social media like YouTube and Facebook to watch “less threatening” advertisements. You need to watch this short video to understand how and why Small business video marketing can help your business.
Video is highly convertible. People like it! Video conveys a quick message! That’s critically important to today’s marketing strategy. Combine that with the relative cost of creating video, and you can certainly improve you business marketing Return-on-Investment (ROI). Find out how you can improve your ROI and grow your business via video marketing. We can help! We create short Video Marketing Messages for our clients. Use our Contact Page to let us know if we can help!
Here’s an example of two videos we created to market and promote a Waldorf plumber in our local area. The first is a business into video. The second one focuses on the services this company provides.
A small business website is critical to a small business’s Internet marketing success. It’s your cornerstone in developing an Integrated Internet Marketing strategy.
A small business website is your virtual office on the Internet. You own your small business! You also want to ensure that you own your website. That means you want to own your own URL (Domain name. For example: http://einternetmarketingservices.org is my URL/Domain Name.) A small business website also needs it’s own paid hosting (more on that topic in my next article). The cost of these basic services is surprisingly low if it’s managed properly. There are several other advantages to having your own small business website as well! Before I get into those other advantages, first let me put this into perspective as measured against the Customer Lifecycle that was used in the first part of article series. As shown in this diagram you cannot start to drive traffic and attract leads on the Internet without having a location to drive traffic! A website provides that location. So, that is where we have to start… with a small business website. First of all, a small business website allows you to brand your business. When managed as described above, you should automatically get access to professional email accounts. This is a standard feature with most hosting accounts. So, what exactly does this mean? It means that each employee in your small business receives their own professional email account. For example, mine is firstname.lastname@example.org. I have a separate email account set up for “service,” “info,” and my employees all have their own business email account. This is essential for branding and professionalism. And, this can immediately place you in higher regard than your competition. On the other hand, if your competition is using a professional email account, they are positioned better in today’s competitive market than your business. While you may use Gmail, Yahoo or Hotmail for your personal accounts, it’s time to move into the professional world! Ask yourself this question: if you were looking for a orthodontist for your children who would you trust more, Don_Little6834@hotmail.com or Don@DrLittleOrthodonist.com? In today’s market, people want to deal with professionals; and, appearance and perceptions count. Can you afford to overlook these small details? These email accounts are easily set-up within the back office of your hosting account. Furthermore, they can be forwarded to personal email accounts. This is a simple process and one we manage for our clients. Secondly, your small business website needs to be search engine friendly. In other words, it must include the basic fundamental criteria of Search Engine Optimization (SEO). SEO is the process of getting found, indexed and, more importantly, ranked by the major search engines. (See: Search Engine Optimization for Small Business Websites.) Every other component of Internet marketing will build upon this premise. This is a process, and it warrants careful attention, testing and occasional updates. In the third part of this series on Integrated Internet Marketing, I will continue the discussion on Small Business Websites. However, this time I will focus exclusively on establishing a domain name and hosting.
This article focuses on the benefits that free organic search provides small business owners.
Free organic search, can rock your business! With a properly SEO’d website, customers will call. SEO offers free organic search traffic! And, traffic means visitors which translates to sales. Let’s face it. All small business owners want to maximize their profit. And, they want to maximize the return on their investment advertising dollars or budget. The two go hand in hand. So, any small business owner with a website that is designed to attract new business would simply love to generate new business via their website at the lowest cost possible.
But first, let me quickly review the difference between Sponsored or Paid Search and Free Organic Search. The following picture depicts the difference between the two:
When you do a search, you will see the “Ads” at the top of the page. These are paid ads or Google AdWords ads. Larger companies typically pay a high premium for these ads. Check out the search term, “waldorf plumber.” It’s at the top of the picture in the search box. Here’s a big difference between paid and organic ads… notice the different locations of the companies. They are not in Waldorf. These are companies doing perimeter marketing outside their actual location. In this case, they are marketing to potential customers in Waldorf.
Historically, consumers have placed more trust in organic search than paid search results. They recognize that companies outside their area marketing to their area might have higher costs associated with marketing; and, that these costs may be passed on to the customer. And, in our personal opinion, consumers would rather deal with a local company in their area that they can build a lasting relationship with based on more personalized service.
This Webinar on Search Engine Optimization focuses on Free Organic Search.
This Webinar is just over 50 minutes long, but well worth the time if you have a small business website. It’s provided by Rueben Yau, the Search Manager at Manta. In this Webinar you will learn the basics of Search Engine Optimization. You will learn: what SEO is and what it isn’t; how to incorporate it into your small business website;and, how to get your website found by the major search engines.
We find that most small business owners simply do not have the time to manage their own SEO. We are here to help!