online marketing strategies for small businesses

Asian Women In Business

Online Marketing Strategies forSmall business

Presented by Mitali Banerjee

Strategiest, Blue Fountain Media

“I always did something I was a little not ready to do. I think that’s how you grow. When there’s that moment of ‘Wow, I’m

not really sure I can do this,’ and you push through those moments, that’s when you

have a breakthrough.” -Marissa Mayer (CEO of Yahoo)

Why are we here today?

01.

Why online strategy matters to you?

If you have an idea, and want to convert it into a business

02. If you are looking to expand your product line or business

03. If your current initiatives are not showing the optimal ROI

What is strategy?

Strategy is:

a foundation, the guiding star

a start and end point

Strategy is not;

A complicated documentFixed in time

A cookie cutter solution

How is online strategy

different?

The basics of strategy are the same;

Where it is applied, is different.

Platforms Marketing Channels

Conversion rate optimization

Social media marketing

Mobile App Responsive Site

Pay per click advertising

Search engine optimization

Emailmarketing

Nativeadvertising

01.

Online Strategies

This is the age of customer – they interact with the brand through various touch points, that overlap and influence each other

Some considerations; Online Strategies

Reference: Forrester Research; manage the cross touch point customer journey

How to create a customer journey?

Exposure AwarenessDue

DiligenceAccount Sign

UpPassive

EngagementReturn Visits

Active Participation

Viral Marketing (share with

your friends)

Example of a customer/user journey prototype

Customer Expectations

Customer Expectations

Customer Expectations

Customer Expectations

Customer Expectations

Customer Expectations

Customer Expectations

Customer Expectations

Conversion point #1

Conversion point #2

Conversion point #3

What are conversion points?

Example of a customer/user journey prototype

Conversion point #1

Conversion point #2

Conversion point #3

The points of action, where your visitors do exactly what you want them to do

Conversion points are closely related to your business goals

2 types of conversions: Macro conversions & micro conversions

Online Strategies

02. Design experiences, Not tactics

How to design experiences; create a funnel

Exposure

Awareness

Due Diligence

Account Sign Up

Passive Engagement

Return Visits

Active Participation

Viral Marketing

(share with your friends)

Customers drop off

Revenue increases

Return visits increase

How to design experiences; what to do with it

Exposure

Awareness

Due Diligence

Account Sign Up

Passive Engagement

Return Visits

Active Participa

tion

Messaging Desired ActionMode/Page/Source

Channel x

Platform 1

Viral Marketing (share with your

friends)

How to split budget?

A General Overview

http://www.webstrategiesinc.com/blog/how-much-budget-for-online-marketing-in-2014

How to apply it to your business?

01. Think of where your customers are?

02. What kind of experience are you trying to design? Where does conversion occur?

03. Don’t forget long term vision

Think on 2 levels: quick wins v/s long term

Short-term

campaign based

strategies

Long-term

slow growing

strategies

Search engine optimization

Nativeadvertising

Social media marketing

Pay per click advertising

Objective: Acquiring new customers, breaking into a new market, growing awareness

Objective: Building trust, resonance in the market and driving conversion

Emailmarketing

Emailmarketing

Conversion rate optimization

How to create online

campaigns?

How to create online campaigns?

Go back to the funnel

• What is the objective

• What do you want the user to do

• Once they click, what happens

What are you

saying that, they

your audience doesn’t know?

Conceptualize

concept

Build content –images,

copy, calls to action

Platforms• Go back to

spend chart

Execute, Track,

Optimize, Learn

• Define goals

• Measure against

• Make reports

• Revisit

Some guidelines

Conversion Points: Pay attention

01. Copy: Action Oriented

02. CRO: Test options, track conversion, apply to future initiatives

03. Keep them consistent with the brand

Content Strategy: A MUST

Owned content

User generated

content

Aggregated content

Type of Content TopicsFrequency Channels

Research Platforms

Facebook Advertising PlatformMarketingprofs.com

Emarketer.comL2thinktank.com

Luxurysociety.comBusinessoffashion.com

Study Materials

Moz.comLearnvest.com

Edx.comMIT Open Courseware

CourseraOpenCulture

PodcastsAnalytics Academy

So, did we achieve a

breakthrough?

- Mitali Banerjee

42 Broadway, Suite 1748New York, New York 10004Tel: 212.868.1368 - Fax: 877.686.6870

Email: info@awib.org

Asian Women In Business