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Online Marketing Strategies for Startups and Small Businesses

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A quick and simple overview of online marketing strategies for startups and small businesses.

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Online Marketing Strategies for Startups and Small Businesses

  1. 1. Online Marketing Basics For Startups and Small Businesses Presented by: Jeremy Fei2China.com Fei Digital Marketing http://fei2china.com
  2. 2. Online Marketing Strategy for Startups • How Internet Marketing Works • Critical Steps in Internet Marketing Planning • Objectives • Resources • Narrative • Channels • Analytics Fei Digital Marketing http://fei2china.com
  3. 3. How Internet Marketing Works Fei Digital Marketing http://fei2china.com
  4. 4. Marketing Planning Critical Steps • What is your business objective? • What is your target market? • What is your narrative (message)? • What kind of resources do you have? • Which marketing channels to use? • What is the action plan for interaction on these channels? Fei Digital Marketing http://fei2china.com
  5. 5. Business Objective • What do I want to accomplish? • Sales, revenue • Selling products or Services • Selling membership • Selling subscriptions • Market Share • Growing user base • Acquiring competitors • What do I need to achieve these goals? • More transactions • More sign ups /downloads • More leads • More web traffic / followers / fans Fei Digital Marketing http://fei2china.com
  6. 6. Narrative • What is your narrative? • Who are you? • What do you do? (What is your product or your services?) • Why should potential customer engage with you? • What makes you different from your competitors? • What is your unique selling point? • You narrative needs to be consistent across all marketing channels. Fei Digital Marketing http://fei2china.com
  7. 7. Narrative - example Fei Digital Marketing http://fei2china.com
  8. 8. Target Audience • Who is your target audience? • Geographic region • Gender • Income level • Education level • Interest • Culture • Etc Fei Digital Marketing http://fei2china.com
  9. 9. Resources • Time • Do you have time to manage campaigns & monitor social media? • Do you have time to follow up? • What is your sales cycle? Product development cycle? • Do customers require immediate action? • Money (Marketing Budget) • How much can you spend on marketing and advertising? • Do you have the money to hire an agency to provide the time and expertise? • People • What are the knowledge / skills available? • Market research / copywriting / campaign management/ video production / design/sales • Technology • Do you have all the technology required by digital marketing? • Email marketing tool/ Survey / video production / web hosting / Web Analytics tool • Information • Data – historical data, competitor data, benchmarking data, etc • Content – articles, white papers, trends, analysis, research reports etc. Fei Digital Marketing http://fei2china.com
  10. 10. Channel Selections • SEO • PPC (Pay-Per-Click) • Google / Bing / Facebook / LinkedIn • Media Buying • Display ads • Promoted content (Paid editorial) • Email • Content Marketing • Blogging • Podcast • Video (Youtube, Vimeo, Youku etc) • Social Media • Facebook • Twitter • LinkedIn • Instagram • Vine • Meerkat • Pinterest • Reddit • Etc… • Affiliate / referral Fei Digital Marketing http://fei2china.com
  11. 11. Channel Evaluation Fei Digital Marketing http://fei2china.com
  12. 12. SEO • Do Technical SEO Well • Help search engine craw and index your site • Page elements clearly tagged – Title, paragraph, images, meta tags, etc. • All pages properly linked internally • Submit a site map • Construct your URL in a SEO friendly way • Optimize your site for speed • Optimize your site for mobile • Optimize Content for SEO • Research keywords used by your target audience • Produce high quality content with those keywords • Blogging is good for SEO • Install Google Analytics Fei Digital Marketing http://fei2china.com
  13. 13. PPC • High quality keywords are crucial • Google AdWords KeyWords Planner • PPC campaign management is complex • Consider using an agency if you don’t know what you are doing, it might save you money • Design a specific landing page for each campaign • Clear CTA • Improve conversion rate • Reduce traffic leakage • Connect with Google Analytics • Vendors • Google • Bing • Facebook • Linkedin Fei Digital Marketing http://fei2china.com
  14. 14. Landing Page Fei Digital Marketing http://fei2china.com
  15. 15. Email • Email is still the number 1 activity people do online • Email consistently provides best ROI among all marketing channels. • Things to consider in Email marketing • List building and maintenance crucial • Content and design are both very important • Clear call to action • Must be mobile friendly • Landing page recommended • Drip marketing • Set up auto responder • Connect with your CRM system such as Salesforce.com • Email marketing tools • Mailchimp / Constant Contact / Aweber • ExactTarget / Responsys • Pardot /Act-ON/ Marketo (Marketing Automation Tools) Fei Digital Marketing http://fei2china.com
  16. 16. Social Media Fei Digital Marketing http://fei2china.com
  17. 17. Measurement & Reporting • Google Analytics • All sites and landing pages need to be properly tagged • All campaigns need to be tagged • All links shared via social media need to be tagged • Refine your campaigns with A/B testing • Glean actionable insights to guide future campaigns • Set up personalized dashboard to monitor most important KPIs • Generate automatic reports for executives Fei Digital Marketing http://fei2china.com
  18. 18. Summary Goal Market Research Develop Message Marketing Mix (Channels)Execution Analysis & Reporting Fei Digital Marketing http://fei2china.com
  19. 19. Questions? Fei Digital Marketing. http://fei2china.com

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