Six simple marketing planning tips for small businesses.
Integrated and connected marketing are two of the most effective online marketing strategies to date, and they have become the de facto standard for Fortune 500 and larger companies. In fact, judging from the growing number of C-level executives at Connected Marketing Week, ongoing education is a prime objective for large corporations.
What about small businesses? Why do we see fewer and fewer smaller companies making a showing at educational events like SES?
I spoke to a gentleman last week who is focused on ramping up his company's online marketing initiatives. Even though his small business has a heavy emphasis on innovation and online community, he feels like large conferences are a waste of his time and money. He sees them as forums dedicated to Fortune 500 and multinational companies, with no information that he can use for his business.
When I asked him if he had a written strategy for his marketing team, with metrics in place to help the team meet objectives, he admitted that everything was mostly off-the-cuff. He listed out the different marketing platforms he wanted to compete in. He wants to be relevant in organic listings, paid listings, social media, and email. As we continued our discussion, he also mentioned offline marketing tactics that he's currently using. And the more he told me about his current situation, the greater the frustration in his voice.
Like many small businesses, this owner was using disparate marketing tactics, with no overarching strategy to manage ROI. His situation reminded me of the frustration gardeners feel when they plant without first planning and designing. It's a complete waste of money in some cases, and requires a time-consuming fix in all cases.
Simple Marketing Planning for Small Businesses
For very small businesses without the budget to attend these events, think like a gardener or landscape architect and design a plan:
The hardest thing for entrepreneurs is to take the time to do this simple exercise. Entrepreneurs are high-energy people bursting with enthusiasm. They often wear the hat of CEO, CMO, and COO. Juggling so many hats often yields marketing efforts doomed to failure. I often find that small business owners are convinced that they lack some secret technical knowledge about online marketing and social media. In most cases, however, just a few days of planning will make all the difference. It's one thing to use every Internet marketing tactic that's popular right now. It's quite another thing to create an integrated and consistent cross-media strategy bringing high returns.
For most small businesses, social media is a prime source of effort, and by creating a simple strategy using the steps outlined above, you can use social media to build your own mini-platform. Additionally, there are several useful gems any small business owner will gain from learning in an environment with companies who are already doing it right. While I'm not promoting that all small businesses rush to SES and Connected Marketing Week, it really is a great resource for businesses large and small.
Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!
Ghennipher Weeks has spent the past 13 years as a marketer working closely with IT teams to increase cross-functional collaboration, and helps teams excel in delivering great results quickly.
With deep expertise in creating conversion-driven and insightful search engine marketing and social media strategies for national and regional brands since the late 1990s, Ms. Weeks has increased online revenue for Philips, Wells Fargo, The Women's Information Network, The Allegis Group, TotalGym, Overstock.com, TigerDirect, LeoSchachter Diamonds, and others. She excels in formulating SEO, conversion, social marketing, and value-creation strategies. Ms. Weeks says, "Integrated marketing strategies are more effective, but much more difficult. Agility in execution requires measurement, accountability, and an unwavering customer focus to deliver value that makes both customers and business stakeholders happy. This raises customer, as well as shareholder value, or in relevant corporate terms: increases profits."
She actively contributes her expertise and thoughts through presentations, industry appearances, articles, and her upcoming book on integrated digital marketing.
Ms. Weeks has spoken at SES, Webmaster World's PubCon, EVO, WITI, Blissdom, Social Media Club, Agile Roots, Blogilicious, and other conferences. Notably, she is also certified in Agile methodologies as a CSM and CSPO. You can find Ms. Weeks online on Twitter, Facebook, LinkedIn, or on her blog, and a myriad of other social media sites.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.