eMarketing 101
Chicken or the egg...?
Right off the bat most businesses fall into the same trap. They think that once built, people will flock to their website. They worry about how their site looks and how big their logo and brand is. Actually, succeeding on the web has little to do with good looks, and bluntly, your customers couldn't care less about your logo. Your customers want a easy-to-use website where they can quickly understand what you do and how it helps them.
The most important aspects of your website should be:
- being found,
- conveying your message clearly,
- providing a simple and engaging environment, and
- actually making your customer's life better.
So if you thought that you could sit back and wait for customers to walk through the door, sorry, that simply won't work online. Smart businesses plan how they will market themselves online and research the features their customers want long before talking to any web designer or developer. Indeed, misinformed decisions (e.g. like building your entire site using Flash), could spell disaster. It might look great, but Google can't see Flash!
However, if you have already gone the website path, don't fret. Regardless of which came first, there's many, many different ways of promoting your business online, and there's bound to be a few that work for you.
The 4 eMarketing Process Goals (the same as traditional marketing!)
The first thing that you need to know is that eMarketing is not that different to traditional marketing. In fact, an eMarketing strategy should follow exactly the same Process Goals as any other marketing strategy.
Just like with traditional offline marketing, eMarketing is all about:
- Attracting a potential customer to your site (i.e. a new lead)
- Converting that lead into a sale (first customer sale)
- Sustaining existing customers (repeat purchases, cross-sells and up-sells)
- Building referral-based business (giving customers a reason to tell their friends)
So how come it seems that eMarketing is so complicated? Why have so many businesses experienced such poor Return On Investment (ROI) from their eMarketing efforts?
The only real reason for this is simple. Most businesses simply aren't aware of what's possible online, and sadly because of this many internet salespeople take advantage. You need to keep your eyes peeled and remember, just like anywhere else, if it seems to good to be true, it usually is.
So, to get the most bang for your buck focus on the bigger picture and ask yourself 3 simple questions:
- How does this eMarketing method help me achieve one or more of my eMarketing Process Goals?
- Do I really understand what it is that I'm paying for?
- How will I measure the Return On Investment (ROI) and guage success?
To help you on your way, we've prepared an short introduction to a few of the more popular eMarketing methods in use nowadays. For most businesses, a blend of these methods will work best. Some take more of your time, some cost more than others. But the first step is always to just get an understanding of whats possible!
Some popular eMarketing methods
Email Marketing and eNewsletters
One of the simplest forms of eMarketing is the regular customer eNewsletter. Sending your existing customer's or prospects simple reminders that you are there and that you are able to service their needs is an effective way to boost repeat and referral business. But make sure you don't bombard them or bore them to tears with your email content!
Content is king!
The #1 rule on the web is that content is king! Providing up-to-date, topical and relevant information (content), is a magnet for people; they will return again and again to your site, each time increasing your chances of doing business with them. They'll also likely tell their friends. Also if you have good content, when you ask for other sites to link to you, you don’t have to beg. Instead, you can say, “Link to us because we offer an outstanding content” or “Linking to us extends the value you offer to your customers!” This will improve your organic search result ranks significantly. See SEO below.
Search Engine Marketing (SEM and Pay-Per-Click)
Growing in popularity is the Pay-Per-Click (PPC) method of advertising offered by the big search engines like, Google, Yahoo! and Microsoft's MSN. SEM is generally about bidding for particular keywords that people type into search fields. If a user's search phrase matches keywords associated with your business and location, your ad will appear in the "sponsored" area of the search results. Then when a potential customer clicks on your ad, you pay a small fee. Sounds simple enough, but getting the right keywords is absolutely crucial, otherwise you could end up paying too much for too little.
Search Engine Optimisation (SEO)
SEO is a hot topic nowadays. It's all about improving your rank in organic search results (i.e. the non-sponsored area of search engine pages). The problem is though, that SEO considerations are best made before you build your website, not after. The other problem is that search engine algorithms constantly change, and so do the tactics of your competition. This means that SEO is like trying to hit a moving target. But don't be put off by this. SEO has a vital part to play in your eMarketing campaign. Your site needs to be able to indexed and ranked by search engines - and the better your site's SEO friendliness, the more traffic/leads you will get!
Banner and portal advertising
Just like in the offline world of newspapers and magazines, there are many "content-driven" sites on the web with significant readership and audience e.g. http://www.realestate.com.au/. Generally these sites will offer a number of ways for you to advertise your business with them, either as graphical banners or other types of media. Generally priced by impression (the number of times your ad appears on the screen) or by click-thru to your site, banner advertising can be a targeted and measurable way of driving more traffic to your site.
Online business directories
Online business directories are the YellowPages of the web. There are literally 100's of them suitable to your business, each able to drive different amounts of traffic to your site and each with different pricing structures and conditions. Do your homework well, and you may find that a targeted, local online business directory provides you with great qualified leads.
Building online business networks
No man is an island. Each and every business deals with other businesses each and every day. Your business partners, colleagues and associates all have their own websites and customers. Why not try and establish an online customer referral network by advertising on each-other's sites? Big businesses do this. It's time that small to medium enterprise played in the same game! It's simple... piggy-back on eachother's goodwill!
Affiliate programs
The big benefit of affiliate programs over other eMarketing programs is that they use a Pay-Per-Action approach, and not Pay-Per-Click or by impression. That means that you only pay when a certain action happens e.g. someone fills in an order or application form for your products. Expect to pay a bit more for this, but remember you're probably not paying for leads, but for actual customers.
Use Web2.0 (interactive media)
Your customers are more empowered, more informed and more connected than ever. This has shifted the balance of power. Consequently, you must rethink how you interact with your customers, engaging them in a continuous conversation to elicit their unique needs, and not just to “sell” them something. Use interactive Web2.0 techniques like blogging, feedback, discussions and social media to build a community, forge a reputation and develop recognition as “domain experts” in your area. Promote the personality and face of your business to create immediacy, individuality and customer loyalty.
