This is the first of a six part series about how to put together a complete online marketing plan for a small business.
I have blogged before about the need, not only to put together a comprehensive online marketing plan, but to really believe in it. And the best way to make sure everyone in your organisation is on the same page when it comes to your online efforts is to give them a formalised picture of it – even if your whole organisation is just you.
This is what we do for our small business clients when they first sign up with us – give them a diagram that represents what we are going to achieve online and which platforms are going to help us do it. It’s important that they are included and that they can see the benefit from which of the 27 points on the plan that we decide to adopt for their business.
There is basically 7 prongs to the overall online marketing plan for most small businesses. I suggest that every small business utilises at least one platform from each of the following 7 prongs: blogging, social networking platforms, complimentary social networking, groups/communities, events/networking, advertising and measurement.
Let’s take one at a time:
Blogging
This is the second most important of all of the initiatives in a small business’ online marketing strategy. Not only is it a great way to boost your brand, personalise your brand and make Google love them just a little bit more, but it gives a great base to link all of the social networking platforms back to.
Social Networking Platforms
Facebook is probably the most obvious, and in some ways the easiest, platforms for small businesses to use to promote themselves online. More specifically, at this level I am talking about developing a compelling, engaging and interactive Facebook Page for the business.
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Twitter is the big mover and shaker in the social media world right now. It is growing really quickly and is a great way to build your brand as well as drive new traffic to your blog. Small businesses can develop a ‘corporate’ kind of account or a more personal one.
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Linkedin is social media for grown-ups. It is the perfect way for professional people to network online and is also great for recruiting and business-to-business communication. The average user in Australia is 41 years old, 80% of them are tertiary educated, and the average household income is $110,000.
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YouTube is the world’s second largest search engine, after Google. It is also one of the best ways to introduce your business to the world and get your blog to rank through the roof! I usually encourage them to record introductory videos, sales videos, instructional videos and so on – all embedded in their blog.
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Flickr is like YouTube but instead of videos, it’s a photo-sharing platform. Most of the photo sets on Flickr are rubbish but occasionally there is something good. A small business can use Flickr much like they would use YouTube for videos – product shots, shopfront shots, staff profiles and so on.
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FourSquare is a relative newcomer to the social networking scene but one that, in my opinion, will become very relevant and more mainstream when more people understand how it works and how it can help market a small business – particularly if that business has a bricks and mortar shopfront.
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Did you know … that I put together comprehensive online marketing plans for small business and also have retained clients who I service from month to month? If you would like to find out how I might be able to help your business, call me TODAY on 02 4324 2594 or email me nick@thebowditchgroup.com.
In the second part of this series, I will go through the next line of the comprehensive online marketing plan – the complimentary social networking platforms. And, if you would like your own copy of our complete online marketing plan mindmap, click here to download it.
Have you had success with any of the above platforms? Would you include any that I have left out for a small business?
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