This week I had the pleasure of meeting with the Norcross Business Association. They asked me to speak for about an hour about Internet Marketing Strategy from a small business perspective. An hour? Where do I start?
I decided to stick to the basics:
- Create a marketing plan - never start any project without a strong foundation.
- Make sure your website works - you can spend all the money in the world on marketing, if your website does not convert the traffic into sales, you might as well throw the money in the trash.
- Start with demand driven advertising - there are lots of ways to drive traffic to your website. Many of which I like to refer to as "spray and pray" advertising. For this meeting, I decided to stick to a more demand driven approach, search engine optimization - which also gave me an excuse to mention next week's AiMA Search Marketing event.
- Capture the visitors - industry standard statistics say a good site converts 2-4% into sales. This means 96-98% of your visitors are leaving the website without identifying themselves. If they are not ready to buy, give them a reason to leave their information - offer a newsletter sign up.
Oh, and did I mention the fabulous location for this event? Blue Moon Cycle. The motorcycle aficionados are probably green with envy right now. For the rest of you, it's definitely worth a visit.
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