As an owner or manager of a small business, revamping your online marketing campaign may not be as difficult as you think. The accessibility of the internet and it’s infinite applications to business should enthuse you into drawing up plans for promoting your brand. The technology is definitely there to kick-start a new marketing drive with little expense. Teach yourself as you go along; even the noobiest of internet users can surprise themselves.
Here are 4 tools you can employ as part of your existing strategy (if you don’t already use them, you should really consider it).
If you don’t already have Google Analytics set up for your site you really should do so. Analytics gives you vital traffic and user interaction data for your website enabling you to make useful business decisions. Having a grasp of how many people use your site and what they do when they get there is imperative to your company’s internet marketing endeavours. Through this Google platform you can view the journey that visitors take when going on to make contact or a purchase, and by tracking this same journey, assessing why some visitors do not act at all. When a visitor happens upon your site, there are certain things that you would like them to do. These desired actions are known as ‘goals’ – they may include signing up to your email newsletter, using a particular widget, or making a purchase. You can set up goals in Analytics which you can track for conversions.
As you may have noticed, developments within the world of business, technology and online markerting move at breakneck speed. Keeping an eye on what’s happening on an almost daily basis is a wise move if you’re to stay on top things. Doing so informs what your business can do to maintain and move forward with marketing initiatives. Google Reader is a nifty little tool that allows you to consolidate all your RSS feeds from your favourite SEO, industry and business blogs. You can then view them as they are updated from the convenience of one dashboard. It’s a bit like having your own customised newspaper – filled with updates, reviews and news that you want to see.
As a SME, getting customer feedback and other consumer intelligence is of paramount importance for your business. Getting potential or existing customers to take part in a survey can help you get to know them better. Free online survey services like Survey Monkey allow you to create your own online market analysis questionnaire that you can email out to your customer contacts. Depending on the response rate, you could be left with some pretty interesting and useful market data. Another option is dotSurvey.
Keeping tabs on your social networking assets is a much easier job with social media management platforms like Hootsuite. From one dashboard you can add and view your company’s Twitter, Facebook, LinkedIn and Google+ profiles. The free version allows you to add up to 5 profiles and lets you set-up streams where you can monitor brand mentions. From Hootsuite you can schedule posts for the future, taking some of the labour out of monitoring your Twitter and Facebook accounts all day. Another really decent option is Twitter’s own Tweetdeck.