Are you doing the bare minimum when it comes to your small business website? Just having a website is no longer enough if it ever was. You’ve got to take action to get potential customers to discover, engage with and buy from your business. And that means creating an integrated online marketing plan where all parts of your Web presence work together.
Deluxe Corporation recently polled small business owners to find out what they’re doing online. Here’s some of what they found:
Small business owners say word-of-mouth is their most important way of engaging with customers 73 percent. However, they don’t seem to realize that social media has become a crucial part of word-of-mouth. Just 21 percent say social media is an important way to engage with customers; in comparison, 40 percent say business cards are.
What about websites? While two-thirds of small business owners have a business website, that number is still way too small. As I mentioned earlier, having a website is the bare minimum these days. Small business owners are also falling short in what features they have on their website. Fewer than half have photos or videos; just 32 percent use search engine optimization SEO, and only 28 percent have reviews or social media share/follow buttons.
Like last year and the year before that, 2014 has been dubbed the “Year of Mobile” when ad dollars would start to catch up to smartphone usage. With major players like Facebook, Twitter and Google all pivoting to a mobile-first strategy, pundits claim this accelerated monetization as imminent. Unfortunately, there are fundamental hurdles inherent to the mobile ad ecosystem that must be cleared for this to become a reality.
Without a doubt, mobile marketing has fantastic potential, but we’re not there just yet. Outside of Facebook and Twitter, the majority of ad inventory available to marketers is the mobile banner, which has nearly the worst signal-to-noise ratio of any ad medium ever invented—second only to incentivized clicks. That means that the success of campaigns has almost no correlation to click performance data. Mobile game companies have consequently swallowed this market, buying ads based on inferred lifetime valuations LTV of customers.
Harper Estelle Wolfeld-Gosk has 6,282 Twitter followers. She’s 2 weeks old. The daughter of Today show correspondent Jenna Wolfe (58,610 followers) and NBC News correspondent Stephanie Gosk (12,356 followers), Harper was registered for an account at birth by her moms to “give her a little voice in the loud world of social media,” said Jenna. “Didn’t know if anyone would follow her tweets, but I figured she’d have at least two loyal followers — her mother and me. Turns out, she’s pretty funny. Guess it was all that amniotic fluid.” The tweets are written in the infant’s voice: “First doc appt tdy. Big success,” reads the second one. “Pooped AND pee’d on Dr’s changing table. Everyone laughed. Will have to try that again tmrw at home.”
For years I have wondered what the value of Twitter is for sales and business. Everyone knows the indisputable value of LinkedIn for B2B sales, marketing, B2B prospecting, and entrepreneurs in general. But Twitter is finally gaining traction in B2B.This article shares some of the latest Twitter strategies, tactics, tools, and best practices.
“Smartphones and tablets are so much more mobile than laptops; the idea of someone pulling out a laptop in a store to check email, Facebook or prices — it’s very impractical,” said Sekar. “What we’re seeing with these mobile devices is it’s practical and enjoyable to do that.”