What IS your strategy for this online marketing stuff?
Babs, with her “professional” head on for a change, looks at what every business must do when intending to harness the power of the Internet for their marketing; the essential steps before getting stuck in with their SEO, website, blogging, twitter, etc.
- Image by webtreats via Flickr
Having worked with websites for many years now, and the Internet in general for even longer (remember the sound of a modem connecting?) I’ve never understood anyone who simply pronounces “I need a website”, or “I need a blog”. My immediate response is “Why?”, which is often disconcerting and not always a welcome question; I am viewed with suspicion as surely I am happy to just create a website if they say they want one. Well I’m not – what I will do, however, is work out what can be done to meet what you want with the resources available, be they time, money or inclination. And this is something that everyone can do themselves, so…
Before you go romping away with the latest online toy distraction marketing tool – and there are more all the time – it is foolish to not first consider what exactly you expect to achieve, and whether the tool in question can contribute towards that. And before considering this, even, you need to really understand what you want to achieve – sounds odd but too many business owners don’t know what they really want, other than “more business”!
So – what do you really want? Do you want more people getting in touch to buy a particular service or product? Who are these people – do they use the Internet, how do they use the Internet? Do they like the constant chatter of Twitter? Or like to keep everything together on Facebook? Or want nothing to do with social media and to work with the Internet in a simpler form, searching from Google, for instance. Or do they not even use the Internet in order to find what they want.
There are so many options available now and unless you have the time and/or money to use them all, you want to focus on the aspect that will bring you soonest rewards.
So – know your customers, and to know them you need to know what you want to sell.
And we’ve not even looked at what your competitors are up to! Though to be honest, if you get the above right, and give your customers what they want, you’re most of the way there. Do keep abreast of what your real competitors are up to – and by “real”, I mean those competitors who offer comparable or better product/service. Watching lesser “competitors” with more attention than you can spare can end up being more of a distraction than is useful for a business that is confident of its own wares.
I think you get the idea – I could write a book on all this, but know that before it was finished there would be some new “thing” to consider.
Keep firmly in mind what you want to achieve. Understand what tools are available to you. Work out what you can do or have time to do yourself and what you need to outsource. Outlining a realistic strategy will result in a greater chance of success.
Babs
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About BabsBabs runs The Blogmistress to help people use WordPress for their websites and/or blogs. Here on Birds however she lets loose on just about any subject other than WordPress! Follow her on twitter
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28 Responses to What IS your strategy for this online marketing stuff?
In her shoes: My descent in entrepreneurial hell
In her shoes is a series of anonymous posts from women in business, sharing their experience. In your comments you are asked to answer the question – What would you do in her shoes? My story began 9 months ago; it is a story of self-realisation, friendship, love and betrayal. After 11 years at home [...]
Strategy! don’t make me laugh
I am possibly the worst person not have a written strategy – I have a very visual colourful map in my head, with pins and cotton linking things together and visuals of my outcomes. It’s impossible to get into words and get out of my head and onto paper.
Trying to explain why there are so many dots and so many connections is real tough and for someone who is not as visual as I can be would find it overwhelming.
So my strategy is to tell people I have none, it’s just easier that way.
Hmmm – you are indeed a challenge, Mrs Arrow! There is much to be said for gut feel, if you work online, but I wonder what would come out of a half day spent off the hamster wheel and looking at what you can do and what you want to achieve…
Mind you, your “get stuck in” attitude is a wonderful thing too – much to be said for that. Something between the two of us could be a huge success. (stop laughing!)
Twitter: babssaul
Strategy! don’t make me laugh
I am possibly the worst person not have a written strategy – I have a very visual colourful map in my head, with pins and cotton linking things together and visuals of my outcomes. It’s impossible to get into words and get out of my head and onto paper.
Trying to explain why there are so many dots and so many connections is real tough and for someone who is not as visual as I can be would find it overwhelming.
So my strategy is to tell people I have none, it’s just easier that way.
Hmmm – you are indeed a challenge, Mrs Arrow! There is much to be said for gut feel, if you work online, but I wonder what would come out of a half day spent off the hamster wheel and looking at what you can do and what you want to achieve…
Mind you, your “get stuck in” attitude is a wonderful thing too – much to be said for that. Something between the two of us could be a huge success. (stop laughing!)
Twitter: babssaul
I have a quote from a certain Ms Saul this morning “I just love that you get stuck in” – well, that’s my strategy – a bit like Sarah I think, do and act.
At the back of my mind I do know what I want to achieve, and mostly my competitors aren’t doing the twitter and facebook bits. But hey, there’s so much to think about and not enough time.
Hehehe, Lynn. Well if you have someone who keeps an eye on what you’re up to and raises an eyebrow when you seem to perhaps be jaunting off with something…
For context, dear lady, I love that you get stuck in with WordPress!
Twitter: babssaul
I have a quote from a certain Ms Saul this morning “I just love that you get stuck in” – well, that’s my strategy – a bit like Sarah I think, do and act.
At the back of my mind I do know what I want to achieve, and mostly my competitors aren’t doing the twitter and facebook bits. But hey, there’s so much to think about and not enough time.
Hehehe, Lynn. Well if you have someone who keeps an eye on what you’re up to and raises an eyebrow when you seem to perhaps be jaunting off with something…
For context, dear lady, I love that you get stuck in with WordPress!
Twitter: babssaul
I think Babs has identified the real problem with online marketing today – in other words that with all the new toy-toys coming on stream people get themselves into cart-before-the-horse problems. After a period of slapping every latest gizmo on to their online marketing – assured by the sales spiel that of course it will bring about more success in their business – they find themselves overwhelmed by virtual gadgets, so their business objectives, along with what their customers want and need, get lost in the flurry.
As Babs so rightly says, forget the gimmicks for the moment and focus on strategy – which is not a word anyone should be afraid of. All it really means is know your market, talk to your customers and use your common sense … and most of us are doing that already.
Once you’ve got your strategy right, make sure the gimmicks are the “tail” and you are the “dog” that’s wagging it … not the other way around!
Twitter: SuzanStMaur
Time to dust off my strategy website – I’ve let that wallow somewhat, when actually this is more important than ever with so very many things to work with. This choice should make it easier to reach our markets, and not just make more work and confuse us.
I’ll keep on asking “why” when someone wants to do the latest “thing”!
Thanks, Suze
Twitter: babssaul
I think Babs has identified the real problem with online marketing today – in other words that with all the new toy-toys coming on stream people get themselves into cart-before-the-horse problems. After a period of slapping every latest gizmo on to their online marketing – assured by the sales spiel that of course it will bring about more success in their business – they find themselves overwhelmed by virtual gadgets, so their business objectives, along with what their customers want and need, get lost in the flurry.
As Babs so rightly says, forget the gimmicks for the moment and focus on strategy – which is not a word anyone should be afraid of. All it really means is know your market, talk to your customers and use your common sense … and most of us are doing that already.
Once you’ve got your strategy right, make sure the gimmicks are the “tail” and you are the “dog” that’s wagging it … not the other way around!
Twitter: SuzanStMaur
Time to dust off my strategy website – I’ve let that wallow somewhat, when actually this is more important than ever with so very many things to work with. This choice should make it easier to reach our markets, and not just make more work and confuse us.
I’ll keep on asking “why” when someone wants to do the latest “thing”!
Thanks, Suze
Twitter: babssaul
I was talking to my social media expert friend (another one, apart from you, Babs), and she was telling me all about blogs – yes, I know about them -, facebook – yes, I know about that – and twitter – yes, I know about that. As far as I’m concerned, doing those three properly would be a good start, if only I could get my arse into gear. I’m going to have to work out a weekly schedule where I allocate time to these three things, for both businesses, to do them properly.
But then she started talking to me about Squidoo and Lenses, and I lost her at that point. As far as I can see, they are just more blog-type tools, and I can’t really see how they will help. Her argument is that if you use these as well, it will improve your rankings etc. But I know my market and I know my targets, and I doubt any of them have the first clue about Squidoo or Lens stuff.
As Suze says, it’s all very well getting excited about the cart before the horse stuff. But getting the cart BEHIND the horse working properly is a far better priority to have. You can give it petrol and get rid of the horse at a later stage, if you like.
I hate it when the internet asterisks out words, because when I see it, I always waste time trying to work out which was the offending word. For anyone else who’s like me, it was A R S E
There are loads of things to work with, but I’d say that for the businesses of yours that I know of, you could do well with just a few of the options available. Personally I only recommend Squidoo lenses and the like for those with ample time available and in a highly competitive market. For a fitness in a particular area, a Squidoo is overkill, at this time, at least. Getting yourself onto twitter some, perhaps (though if you have to force it, you may not get the full benefit possible), and a Facebook page for the gym would be useful, I suggest. Your market for that will have limited time themselves, may be found on Facebook and happy to keep things in the one place – definitely something to be done with that. So get your arse into gear and get on with it – start with Facebook – you’re comfortable there. Then see about bringing in a blog (have an idea on that for you), and maybe get someone else to do the tweeting – that can be someone savvy in the Gym, for instance.
What I’ve spotted you doing with the Nappy Lady on Youtube – that’s a good idea – seeing them in action – such things offer real value to your customers.
Twitter: babssaul
Yes, I forgot to mention YouTube. My special talent is delegating to the people who are best suited to this, and Wendy is fab at it.
I still need to talk to you about a wordpress blog or similar for Mike (he doesn’t believe me because he’s a Luddite). Perhaps we can get together sometime next week?
I promise I will sort out a facebook page for the gym very soon!
I was talking to my social media expert friend (another one, apart from you, Babs), and she was telling me all about blogs – yes, I know about them -, facebook – yes, I know about that – and twitter – yes, I know about that. As far as I’m concerned, doing those three properly would be a good start, if only I could get my arse into gear. I’m going to have to work out a weekly schedule where I allocate time to these three things, for both businesses, to do them properly.
But then she started talking to me about Squidoo and Lenses, and I lost her at that point. As far as I can see, they are just more blog-type tools, and I can’t really see how they will help. Her argument is that if you use these as well, it will improve your rankings etc. But I know my market and I know my targets, and I doubt any of them have the first clue about Squidoo or Lens stuff.
As Suze says, it’s all very well getting excited about the cart before the horse stuff. But getting the cart BEHIND the horse working properly is a far better priority to have. You can give it petrol and get rid of the horse at a later stage, if you like.
I hate it when the internet asterisks out words, because when I see it, I always waste time trying to work out which was the offending word. For anyone else who’s like me, it was A R S E
There are loads of things to work with, but I’d say that for the businesses of yours that I know of, you could do well with just a few of the options available. Personally I only recommend Squidoo lenses and the like for those with ample time available and in a highly competitive market. For a fitness in a particular area, a Squidoo is overkill, at this time, at least. Getting yourself onto twitter some, perhaps (though if you have to force it, you may not get the full benefit possible), and a Facebook page for the gym would be useful, I suggest. Your market for that will have limited time themselves, may be found on Facebook and happy to keep things in the one place – definitely something to be done with that. So get your arse into gear and get on with it – start with Facebook – you’re comfortable there. Then see about bringing in a blog (have an idea on that for you), and maybe get someone else to do the tweeting – that can be someone savvy in the Gym, for instance.
What I’ve spotted you doing with the Nappy Lady on Youtube – that’s a good idea – seeing them in action – such things offer real value to your customers.
Twitter: babssaul
Yes, I forgot to mention YouTube. My special talent is delegating to the people who are best suited to this, and Wendy is fab at it.
I still need to talk to you about a wordpress blog or similar for Mike (he doesn’t believe me because he’s a Luddite). Perhaps we can get together sometime next week?
I promise I will sort out a facebook page for the gym very soon!
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I’m hoping Nikki is going to help me with some strategy suggestions – after loads of delays (on my part) – she’s currently looking at my website. I already do a lot of blogging and I Tweet and I’m trying to get to grips with Facebook.
It’s time that’s the problem … if I did the online marketing properly … I wouldn’t have time to get the kitchen designs done.
And I wish you Birds on the Blog would stop writing such interesting stuff … I love coming over here for a read!
I’m hoping Nikki is going to help me with some strategy suggestions – after loads of delays (on my part) – she’s currently looking at my website. I already do a lot of blogging and I Tweet and I’m trying to get to grips with Facebook.
It’s time that’s the problem … if I did the online marketing properly … I wouldn’t have time to get the kitchen designs done.
And I wish you Birds on the Blog would stop writing such interesting stuff … I love coming over here for a read!
Hmmm, interesting thoughts here, ladies.
Maybe I’m odd, but I don’t actually have a website only blogs. Even the corporate url takes people to the blog, which confuses them somewhat initially.
Then they get stuck in and start reading the content.
My approach is very much Think, Do too. No procrastinating!
Twitter: maverickny
Hmmm, interesting thoughts here, ladies.
Maybe I’m odd, but I don’t actually have a website only blogs. Even the corporate url takes people to the blog, which confuses them somewhat initially.
Then they get stuck in and start reading the content.
My approach is very much Think, Do too. No procrastinating!
Twitter: maverickny
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Ah, but that's the thing, Majjie – it would be most powerful for you to know which aspects of all these wonderful Internet marketing strategies will help you to get what you want. So first you need to be very clear about what you want – and then know which strategies will bring you that soonest – then do them. Simple !
Nikki will look after you just fine – she knows what she's doing.
And glad you enjoy visiting – don't stop
Babs
Twitter: babssaul
But Sally – if your blog is working for you and attracting what you want, then your strategy is spot on, surely. That's the point – we don't all need a website, even. If it's working for you, keep running with it. Knowing you and your blogs, it is perfect for what you do – your blog clearly and immediately demonstrates your expertise.
Twitter: babssaul