online marketing strategies for startups and small businesses

Fei Digital Marketing http://fei2china.com

Online Marketing BasicsFor Startups and Small BusinessesPresented by: JeremyFei2China.com


Online Marketing Strategy for Startups• How Internet Marketing Works

• Critical Steps in Internet Marketing Planning• Objectives

• Resources

• Narrative

• Channels

• Analytics


How Internet Marketing Works


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?


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


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.


Narrative - example


Target Audience• Who is your target audience?

• Geographic region

• Gender

• Income level

• Education level

• Interest

• Culture

• Etc


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.


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


Channel Evaluation


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


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


Landing Page


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)


Social Media


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


Summary

Goal Market Research

Develop Message

Marketing Mix(Channels)Execution

Analysis & Reporting

Questions?

Fei Digital Marketing. http://fei2china.com

online marketing strategies for startups and small businesses

Marketing

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money marketing budget

narrative needs

resources time

narrative message

technical seo