Smart Online Marketing Goals for 2016

Marketers, the New Year is right around the corner so it’s time to think about online marketing goals for 2016.  A lot of things have changed this year, so it’s important to take some time to analyze the tools and trends that have emerged as you sit down and devise your online marketing goals for the upcoming year.  Focus on goals that will help lead your business to greater success, that are achievable and that will help make you a happier, less stressed small-business owner.  Here are three that should top your list:

Refine your online marketing strategy.

The online world of marketing evolves constantly.  For a year or two, the same campaign may work -- but that doesn’t mean you shouldn’t make it a continuous point to re-evaluate your marketing strategy in efforts to incorporate new strategies.  Spend time researching new software, tools or breakthroughs as they relate to SEO, social media, PPC and analytics.  Once you grasp what is happening in the industry, figure out which processes are valuable to your business and strive to incorporate them into your workflow.  Try to delve into new technology with your eyes wide open and adopt the new changes with an open mind – cutting-edge technology is advantageous for businesses.

Monitor your website’s performance.

SEO requirements change very quickly, which means it is essential to monitor your website’s performance.  An analytics service is good, but your involvement needs extend beyond that.  Monitoring your website’s performance doesn’t mean simply logging in weekly to see if you have more traffic than weeks past.  You need to check for traffic indicators, Google penalty threats, inbound link reports and more.  Once you understand how Google updates affect you and your website, you can modify your online marketing strategy accordingly to better your performance.

 

Jump on the Attribution Modeling bandwagon.

Attribution modeling is much less complicated than the term implies. It’s a simple concept that essentially means reading website analytics data and focus on how users get to your website, navigate your website and why they leave your website.  The focal point is user experience and how your visitors interface with the design of your website.  Oftentimes, small businesses obsess over simply the volume of traffic alone – and while volume is important, so is a positive user experience.

Get a jump-start on these marketing goals before 2014 is here and your small business will gain a head start on its online marketing strategy.  Remember not to get stuck in marketing ruts and to always research new, better technology that can reinforce your online brand presence, strengthen website performance and boost online sales.

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Seasonal Business: Make the Most of Your Slower Months

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Seasonal businesses don’t have to be viewed as a business that only operates during a few short months – there are ways to help boost business all year long, and make the most of those slower months.  Even after your presumed key season has passed, you can use your resourcefulness to learn more about the needs of your customers and try out new ideas.  Here are some specific ways to maximize the months when you have a little down time:

Have a blog and maintain it.

To build page rank, focus on your blog during the slower months. While it’s important to treat your blog like a queen all year long, it’s crucial not to neglect it when your business is slow.  Write posts that are full of great content and are relevant to your target audience.  Your page rank will increase – just remember it doesn’t happen in a day.

Extend your season.

Sell something specific to cold weather?  Instead of the typical November through March sales months, try to extend your season by one to two months both before and after that time frame. If you offer your products or services for a slightly lower cost your customers will take note and business will likely boom.  Your season is probably longer than you think.

Seek niche markets.

If you bake cookies, pies and muffins that sell like crazy around the holidays, find a way to increase revenue during the other months too.  Consider adapting your products to a niche market.  Contemplate developing gluten or sugar-free products that a smaller audience will adore. There's a lot of reasons why you should serve a niche market.

Hold an event or cross-promote.

As you work hard to stay afloat during the less-than-prime months, remember you are not alone.  Team up with a complementary business and co-market an event or promotion with them.  Think outside of the box -- a photography business could cross-promote with business that sells photo props or headbands for children.  A bed-and-breakfast could cross-promotes with a nearby restaurant or offer deals to a play or movie.  Don’t be afraid to reach out to other businesses – you just may form a successful partnership ally.

Seek customer reviews and feedback.

During your slower time, concentrate on how to earn new, or repeat business during your next busy season.  Customer reviews are priceless.  Ask for testimonials and success stores from past sales seasons and feature those in your e-newsletter, your blog or social media websites.  Not only will this speak volumes about your business, but your customers will also enjoy the recognition.

While your business may have months that are significantly more profitable than others, don’t write off the other months of the year.  The slower times can be a great way to build clout around your business, try new products and seek feedback from your customers.  Your customers’ needs are different all year long – so do your best to serve those needs in ways your current business allows.

How do you maximize the slower months of the year to help your seasonal business?

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Are Social Media Accounts Helpful to my Business – or a Waste of Time?

As you look at your business to-do list, you may wonder if your social media efforts are really worth it, or if they’re just a waste of your valuable time. With 91 percent of online adults using social media regularly, why wouldn’t social media accounts be beneficial? I’m here to tell you that social media accounts are beneficial for businesses of any size, especially if you make it a priority to keep them active.  Focus on the big dogs of the social media network like Facebook, Twitter, and LinkedIn.   Let’s take a look at how these social marketing powerhouses are helpful when it comes to you and your business.

Facebook

If you’re hoping to create a community surrounding your brand, set up shop on Facebook. It’s a good place to seek out customer feedback and improve customer service.  Plus, Facebook business pages are a great place for reciprocal communication.  Just remember that your business page needs to be monitored and

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updated regularly.

With over a billion monthly users, it’s the biggest social media network worldwide, so the chances are your target audience is out there just waiting for you to do something that sparks their interest.  Keep in mind the key to Facebook success is to make your followers feel involved.

Twitter

Twitter has a fast-paced newsfeed that allows people to get real-time updates from the businesses they follow. It’s also a marvelous way for business owners to stay up-to-date on industry trends.

Twitter’s 140 character limitations per message make it a great source for sharing brief information, although it doesn’t do the job of building a close-knit community quite like Facebook.  Prioritize your time on Twitter and make your responses to questions or comments the first thing you address.  Stay consistently active, whether you’re sharing a blog post or a sale, in order to keep the attention of your followers.

LinkedIn

A great place to find employees and show off your expertise in the industry, LinkedIn is an account worth maintaining.  The pros of this social media account include a page that takes minimal monitoring and the lack of urgency when it comes to posting.

Use LinkedIn to showcase your business and its products and services. Your business page has a section where you can post business updates. LinkedIn is also a prime place to attract employees, make business connections or prove the legitimacy of your company.

Social media platforms all require monitoring and time to keep your customers and viewers happy.  However, the time spent is well worth it.  Social media accounts are a fun and rewarding endeavor that allow business owners to share their passion with people who are seeking the products or services they offer. 

Lori is a work-at-home mom living in Noblesville, a suburb of Indianapolis.  She is mom to two young children and enjoys spending time watching them grow.  Lori enjoys shopping, spending time with her husband and kids, reading, and traveling. Feel free to leave her a comment.

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Does My Local Business Really Need a Website?

Think back to the last time you used a phone book.  Yes, they’re still in existence, and on occasion they’re convenient if you know just what you need.  But the simplicity of finding a business on the Internet with the use of search engines means that less people use phone books when they search for products and services.  So many businesses yet to have a good website, or have no website at all.  This is a big mistake you can fix.  Prospective customers are always searching the Internet for products and services.  Here are some small business website myths unveiled:

I don’t have adequate staff to maintain the website.

This concern is legitimate since a website with old content and out of date information is a poor reflection on your company.  The good news is that it’s actually really easy to update your website.  Many Content Management Systems make this task simple so don’t worry about adequate staffing.

It costs too much to create a website.

Not in every case.  There are lots of websites that can be created for a reasonable price that in turn drive new customers to your business.  It is true that the more pages your website has, the larger the investment is.  But it’s an investment that can help lead your business to success on a much

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larger scale.

I can get away with using a free, simple website.

A website that’s like a brochure – one that contains a Home page, About Us, hours and a contact us page isn’t quite enough.  It’s pretty boring and not the least bit engaging.  The web is an interactive visual medium that provides small business owners the chance to really interact with its customers.  Use sound and create a website that will do your business some good.

SEO stuff is confusing.

SEO stands for search engine optimization and yes it can be confusing if you’re not familiar with it.  However, all that it refers to is the use of words and phrases on your website that your customers would likely use when they search for products and services in a search engine.  They search for products that you offer, and because you wrote your website with those key phrases, the web will lead them to your website.  It’s that simple!  Start by creating a list of possible phrases or have an analysis of what people are searching so you know the keywords you should focus on as you create your website.  Optimized keywords will raise your website to a higher ranking on Google and Yahoo too.

As a small business, you need to take advantage of the benefits of a website.  A website provides a perfect opportunity to be there when prospective customers are searching for a product or service that you offer.  A website is a way to drive customers to your business, earning additional revenue and creating more loyal customers at the same time.

Lori is a work-at-home mom living in Noblesville, a suburb of Indianapolis.  She is mom totwo young children and enjoys spending time watching them grow.  Lori enjoys shopping, spending time with her husband and kids, reading, and traveling. Feel free to leave her a comment.

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Marketing Ideas that Help Boost Your Profit

There’s more to marketing than just sending out a few mailers.  To best advertise your business, it’s essential you think outside of the box, come up with brilliant ideas and execute them.  These six ideas can help boost your profit and make your business one that people love.

Make it Simple for Buyers

Think of ways to make the gift-giving choice easy for customers. Offer additional suggestions by price and use social media to highlight inventory that appeals to your target audience.  Offer complimentary gift-wrapping (and promote it).  This is a huge time saver and convenience your customers will love.  Online stores can offer free shipping if a customers spends a specified dollar amount as an additional promotion.

Generate a Buzz
 

Create excitement around your business.  Use Facebook or other social media avenues to hold

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contests.  For instance, if it’s near a holiday such as Christmas, ask your fans to submit their funniest pictures of the family from a Christmas past.  By getting people involved and engaging your fans, your business will become one that people enjoy doing business with.

Target the right audience.

Think about what services and products you offer.  Who is your target audience? For instance, if you run a business for families, offer something simple like a free cookie or beverage for children when they visit your store.  Learn from the well-loved restaurant Chick Fil.  This tasty fast food restaurant now offers a cool service known as mom valet where moms can go though the drive through, order and pay for their meals.  Then mom’s can park their car and go into the restaurant where the staff at Chick Fil a have the food ready at table for the family.  Talk about customer service!

Offer discounts for those who serve our country.

People who have served, or are currently serving in the military deserve to be recognized.  And they should be. Think of a way to honor those people who are fighting for our freedom.  Honor them in the form of a discounted service or product, and include this in your marketing and promotions.

Get good press.

This one may seem like it’s out of your control. But it’s not!  There are steps you can take that make sure media notices your business.  A simple way is to help the community.  Volunteer at a local shelter or raise money or food for the local food bank.  Share pictures of your staff in action or the containers of food and non-perishable items you’re taking to those in need.

Promote your business through email.  Instead of direct mail marketing, try email marketing.  It’s more efficient, saves time, reduces marketing-related expenses and is better for the Earth. Not to mention, it’s more likely to convert to a sale.

Marketing your business can be a challenge.  Coming up with innovative ideas to spread the word of your company isn’t always easy.   Think about what makes you loyal to a business.  Make purchasing from you simple and convenient, and people will flock to your business time and again.

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What is Page Rank – And How Do I Improve Mine?

Every business that has a website has a goal: for it to rank high in the search engines like Google and Yahoo.  When people go to the search engines in hopes of a product or service you offer, you want them to find your business.  A higher rank results in increased visitors, typically leading to more sales.  Now that you know what page rank is, let’s talk about how to improve it.

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Select the right key phrase.

Your key phrase is a critical part of getting page rank.  If your phrase isn’t competitive, that makes things a little easier.  Make sure your key phrase is in the title and in the body of your page. 

If you phrase is competitive, then you’ll need to make your site worthy of a high ranking.  Think: when you search on Google, the best sites usually rank at the top, right?  Google wants it that way, because of the Google search engine wizards refer bad sites, people will turn to Bing or Yahoo instead of Google.

Earn your high ranking.

When it comes to a high ranking for your business, it’s not about tricks.  The search engines never stop tweaking their formula, so tricks won’t do it.  Make your site worthy of a good ranking.  Attributes that make a website high quality (according to a search engine) include a page that’s relevant to the term being searched for, has an authoritative voice, share useful content, is well-established, is quick to load and has links that work.

Build a quality site. 

Figure out which sites are beating you.  Is you site better than them?  If so, you’ll likely eventually surpass them in ranking, just be patient.  If your site isn’t quite as good, make the necessary improvements and higher rankings will follow.

Seek expert help.

Seeking profession help is going to be very beneficial when it comes to making your page rank escalate.  Professionals are called SEO’s, or search engines optimizers, specialize in improving your page.  These experts know just how to help you determine which keywords you should target to get other sites to link to yours.  To help your page see more traffic and earn more sales, expert help is the way to go.

 

As customers peruse the search engines, it’s crucial your business ranks high on the list.  Concentrate on writing content that’s compelling and original to attract links naturally.  Focus on your own judgment of quality, and add value for Internet users and you’ll see your site steadily rise up the search engine results page.

Is your website search engine friendly?

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Five Reasons Your Company Needs a Blog

Blogging has become a household word, continuing to grow in popularity and likely extremely beneficial to your company. Even if it doesn’t seem like having a blog is necessary or even appropriate for your website, you may be happily surprised with the results. With some writing skills and the knowledge of what your company offers consumers, you could create daily, weekly or even monthly blog posts. And if writing isn’t your forte, you can hire someone to do it for you. What are some top reasons a blog is important to the success of your website?

 

 

 

1.   Provide Company Information and Updates: Blogging relevant industry or business information is helpful to your customers. And this benefit can be two-fold; not only are you keeping your public informed, but they will also reach out to you when in need of products or services. Customers will appreciate learning more about your company and establishing you as a good resource for their needs.

2.   Boost Results of Internet Searches: SEO- we have all heard it, but what does it mean? Search Engine Optimization is defined as the “process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid search results” and is invaluable to finding success with your company website. Blog posts can feature key words and topics that will help people find you. By maintaining a blog your name will continue to rise in the ranks when someone does a relatable internet search.

3.   Provide Hard Tracking Number Data: Blogs offer analytics that help you to see how many people are tuning in and checking out the content you are sharing on your site. This can give you a real picture of when your posts are having the most impact and also help you see if you are reaching your target audience. The data is very specific and will help you tailor your blogging for maximum impact.

4.   Maximize Your Marketing Dollars: Blogging is a relatively easy and affordable way to drive potential customers and business to your company web page. Linking key words and adding other appropriate web addresses will bring views to your site. And having archived posts means that you could see ongoing returns; an older blog entry can be accessed for years to come without needing to make any modifications.

5.   Utilize Public Relations Opportunities: Getting your company name out to the public is a top priority when building towards success. As a business blogger you will be viewed as an industry leader to many and you may be contacted for interviews. Public relations opportunities like this would help bring recognition and potential financial gains to your business.

In the end, blogging can be a fun experience, not to mention a great way to stay informed with current events and remain an expert for your product or service. How would a blog impact your business?

 

 

 

 

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Four Sizzling Summer Marketing Ideas

Summer is here so get outside and enjoy the weather.  Sunshiny days, blue skies and green grass boost your customer’s moods and they spend additional time outside of their air-conditioned homes.  That makes these warm months a great time to get outdoors and market in fun and creative ways.  We have some sizzling ideas to heat up your summer marketing campaign.

Participate in a community event.  The hot months in many towns accompany street fairs and carnivals, outdoor movie nights, concerts in the park and more.  Your chamber of commerce or city’s parks and recreation department can tell you about the events scheduled for these upcoming months.  Think about which events have potential and plan to host a booth and hand out samples of your product or show off your service.  Use a fishbowl to gather business cards.  Another way you can get your business name out there is to donate products to the event or sponsor an event.  In exchange, ask to have your business name on the marketing pieces related to the event such as programs or flyers.

Host an event for your customers.

Host a party, barbecue or even a wine tasting evening for your clients and prospects.  This is the perfect way to thank your customers, find out in more detail their needs and wants, and encourage more business.   If you own a restaurant or retail store, have a summer-themed event for loyal customers like an after-hours exclusive shopping night, or a specialty five-course dinner at a discounted price.

Fly a flag!

With the 4^th of July around the corner, this is a great idea.  American flags become a landmark because they’re so noticeable.  If you have a flagpole, that’s great.  If not, think about having a flag bracket installed on the side of your building.  Don’t have a brick-and-mortar location? You can give away miniature American flags as you attend summer networking events instead.

Sponsor a giveaway.

Krispy Kreme Donuts took advantage of National Donut Day on June 3^rd giving away a free donut to everyone that walked through their doors.  This gave the popular franchise the change to introduce itself to new customers and also scored some publicity countrywide.  While it isn’t feasible for you to give away something free to every American, that doesn’t mean you can’t take advantage of this tactic.  Giveaways are an incentive for customers to do something for you.  Sign up for an email newsletter, like you on Facebook or something similar.  Wile everyone who gets a freebie or discount won’t become a customer, you will get a lot of attention.  That’s exactly what you want, right?

What creative ways are you marketing your business this summer?

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