Small Business Digital Marketing Basics

Marketing 2010 A simple marketing lesson for small business

Control “yourself” When looking for you, they should find you. When looking for what you do, they should find you. Better they find you than your competition.

How to control “Yourself” Buy up URLS. Acquire your name across platforms (LinkedIn, Blogger, Wordpress, Myspace, Twitter, Facebook, YouTube, etc.) Acquire names related to how you expect to be found and how you want to be found. (example: “Seattle Massage Therapist”)

You’re you, what’s next? Once you exist you need a place to live.

Set up a place to call home Blogger is a good starter home. Grab every good name you can think of (then duplicate your stash on Wordpress) Point everything you own to your main address.

Set up a place to call home Add tracking tools (Google Analytics) Lets you see which entrance people came to you through.

Move in After acquiring a home, it’s time to move in.

Make it yours It’s time to furnish it with interesting stuff. Graphics that reinforce your brand. And set out content relevant to your guests lives. Substance that ﬁts THEM (more than just you). Appetizing things that keep them coming back.

Furnishings: the look There’s a huge difference between packing box furniture and the good stuff. The same goes for amateur and professional graphic design. Get the best you can afford, it’s worth it. The range is everything from full interior decoration ﬁrm, to particle board self-assembled.

Furnishings: the substance Style is what people remember. Content is what people come back for. If you don’t have anything to say, it shows. And a good host ALWAYS has something to say. Co-authors (and hired writers) can provide additional content and liven your party.

House warming Small businesses like to leap into the house warming party. Here’s how to prepare for it.

Be Guest Friendly Always ask “is this relevant to MY guest?” Know and use your “keyword phrases.” Use your keywords in title, and in copy. Link between your own posts when relevant, and even to other blogs posts when relevant. Maintain a regular posting schedule (it’s ok to cheat).

Be Guest Friendly People like pictures and stories. Tell them stories. Show them the pictures that illustrate the story. Demonstrate things. (YouTube is great for this.) Engage your guests in conversation. Ask them their opinions. Comment on their blogs. Never abandon your guests.

Turning Guests into customers Be a gracious host, be interesting, be knowledgeable, and ask people to try things.

Conversation to Conversion People commit to trying something because... They like you and want to be liked by you. Their emotional needs are being be met. Their Intellectual arguments are satisﬁed. Some combination of the above three.

Conversation to Conversion If you learn how to overcome the barrier to trial you will succeed. Once people try, they adopt, or they don’t. If they adopt, they provide their own emotional, and intellectual arguments. All you have to do is remain likable.

Make yourself ﬁndable Now that you’re ready for company it’s time for the open house signs.

Set out the Breadcrumbs Take ownership of your identity at local.google.com, Yahoo, and all relevant directories... point them to your new home. Plug your home into the Network: Technorati, Feedburner, Blogrolls, Links to Vendors and friends. Being “guest friendly” is being “search friendly.”.

House Party You have the home, the furnishings, a menu people like ONLY NOW should the invitations to the party go out. Advertising is like an invitation to your home, if you aren’t ready to receive guests you shouldn’t be throwing a party.

Invites (Advertising) Tell people ONE THING to expect at your party. More than one thing is too much. Make it... Relevant to their lives. (they have busy lives.) Interesting. (why go to a boring party?) True. (don’t promise elephants.)

Best invite: Trusted source Nothing works better than a personal invite from a trusted source. Make it easy for people to share your information. (And make it interesting enough to have social value.) Share with media things that might be interesting to their audiences. (How to handle Xmas shopping malls, Great area walking paths, etc.) But don’t be an “ad.”

This is it for now. andrews-hobbs.com

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Small Business Digital Marketing Basics

by DF Hobbs on Feb 12, 2010

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