Online Marketing Strategy: Does Your Web Site Have A Job Description?

Posted on October 18, 2011 by admin
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Your web site could be your most valuable employee, but does this integral piece of your strategic online marketing plan have a job description? Do you know what duties you want your site to perform — and is it set up to do those things? You tell your human employees what you expect and give them the tools they need to succeed. Your web site deserves the same respect!

Your Most Productive Sales Rep

Do you want to sell your product or service online? Better have a shopping cart that works for your customer. And don’t forget pages that describe your products or services in detail (and explain why your visitors can’t live without them!). Potential customers also need a way to contact you with questions. Can they easily find your phone number or email or snail mail address?

Is your site set up to be your most productive sales rep?

Your Friendliest Customer Service Rep

Do you offer live chat? Is there a forum available where customers can ask questions or suggest improvements? Is your returns policy posted along with clear instructions about how to return an item or request a refund? Do you include “how to” video or written content if your product requires assembly or is complicated to use?

Is your site set up to provide the friendliest customer service?

Your Online Marketing Guru

Does your site have an easy to follow and logical navigation path? Can visitors find what they’re looking for on your site? Do you use opt in forms to grow your prospect list? When visitors land on your site is it clear to them who you are, what you do — and what you want them to do? Do you have a way to monitor the traffic on your site to understand who your visitors are and what they do while they’re on your site?

Is your site set up to spread the word and gather the data you expect from a marketing guru?

 

Take the time now to figure out what it is you want your web site to do and then make sure it’s set up to make those things happen. Before you start updating your other job descriptions make sure your web site has one, too!

 

Until next time,
Deborah Young
Deborah Young
Co-Founder, 1424 Marketing Group

 

P.S. Now that you know what we mean it’s time to answer the question: Does your web site have a job description?

P.P.S. Our strategic marketing consulting is designed to show you the strategies that help keep the customers you have while generating more and better leads.

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What would spell D-I-S-A-S-T-E-R for your small business?

Posted on May 21, 2011 by admin
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Entrepreneurs, by definition, are risk takers. “Ee-haa!”, right? You can probably relate to this just like we do… and are proud of it too. But what does risk-taking really mean, and where is the line in a world where the drama about disaster–human and natural–just seems to have gone around the bend?

In the aftermath of the disastrous explosion at Apple’s Foxconn Chengu plant in China where the iPad2 is manufactured, we talked with our trusted 1424 business and financial advisor, to see what he had to say on the topic of protecting your assets (as well as your ….well, you know) in the event of disaster. We at 1424 benefit from William’s wisdom and guidance every day, so wanted to pass a little of that along to you, our readers, clients, and friends.

What would spell D-I-S-A-S-T-E-R for your business?

When I asked him how worried any of us should be about protecting our businesses against disaster, his answer surprised me (but not really, which is why we lovelovelove William…).

“Floods, tornadoes, explosions, tsunamis, cave-ins, landslides…? Sure…those would pretty much wreak havoc on any of our businesses if we were unfortunate enough to be in their path. But the things that actually spell disaster for many small businesses and sole proprietors won’t make the evening news or end up on You Tube.”

Really??

Then he asked these tough questions:

• What if a key person in your business were to die, or leave the business?
• Would the rest of the business, or the one(s) left behind, be impacted financially?
• What would it cost to replace that person?
• What would it cost NOT to replace that person?
• Could your business (or the people who depend on its income for their needs) survive the disaster of losing you?

Okay. Zap. You got our attention.

Deborah and I rely on each other, and together we rely on our brilliant web design and development guys–Mac and Daniel–as well as the hard work and talent that our other very cool team members bring to the table. If anything were to happen to any of us, the whole business would be impacted–perhaps fatally. That is just not a risk we are willing to take.

When we stopped and considered that horrible possibility (as unlikely as we believe it to be), we realized we needed to be proactive in stabilizing the future for each other, our clients, and anyone dependent on the strength and continuity of the 1424 Marketing Group. We turned to William with our concern and he came up with a few really good solutions.

If your business already has a financial professional that you trust, ask him or her for their ideas on this–and then listen and follow that guidance. If you don’t have someone like that–but would like to–just let us know and we’ll put you in touch with William. He has graciously offered to chat with anyone, anywhere, who comes as a referral from us.

Want to learn more? Here is a recent newsletter on his website. You can sign up to receive more of these. If you do, drop him a note too, and tell him we sent you–he’ll be glad to know that.

Until next time,
Thia Hamilton
Thia Hamilton
Co-Founder, 1424 Marketing Group

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What Happens to Your Business After the Initial Shock of a Disaster?

Posted on May 20, 2011 by admin
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Very devastating news for Apple today. There was an explosion at their Foxconn Chengu plant in China, at 7 a.m. ET. Currently reports state that two are dead, and 16 were injured. This is the plant where the iPad 2 is made, and the blast was said to have come from the assembly line that serves to “polish” the iPad. Was it an accident? An act of terrorism? At this point we just don’t know.

What does this mean for business owners? For one, we expect iPad2 production will be impacted. And two, we are given the chance to watch how Apple reacts in such a critical situation. This is a pivotal moment for the company, and we will be watching — and perhaps learning.

Does your business have an emergency plan in the face of an unexpected disaster like this? And what about the negative impact to your brand? Do you have a crisis communication plan?

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How Do Blogs Fit Into A Strategic Online Marketing Solution?

Posted on March 31, 2011 by admin
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“You’ve gotta have a blog” seems to be a standard refrain when you talk to anyone about marketing your business online. Generally speaking, it’s sound advice. But has your marketing consultant ever explained WHY it’s a good idea?

While there are plenty of people who make a good living blogging, that’s not the reason you blog as part of your company’s online marketing strategy. Let’s talk a little about two good reasons you should blog for your business.

Establish Yourself As An Expert … And A Real Live Human Being

If you own a successful business, chances are that you know a thing or two about your industry, your products and managing a business. You’re an expert – and sharing some of your knowledge is a great way to build rapport with existing or potential clients or customers.

Wouldn’t you feel more comfortable calling a local plumber who actually shares some tips and tricks about fixing that leaky faucet or publishes a video showing you how to adjust that arm and ball thing in your toilet tank so the water doesn’t constantly run?

The Internet can seem like a pretty impersonal place. Sharing a little knowledge about your industry or products is the electronic version of helping your clueless next door neighbor install a ceiling fan just like the one you put in 2 years ago. Because you’ve “been there, done that” you can help them not only do the job right but also do the job in half the time.

Get Search Engine Respect For Your Web Site

Another great reason to make blogging part of your online marketing solution is to help Google and the other search engines understand what your site is all about – and that it’s relevant to people who search on the keywords that fit your business.

By building a body of content with your blog that talks about the things you understand – your industry, your products or services, managing a business – you build credibility with the search engines. Once they recognize your site as an “authority” on your topics they’re far more likely to serve up your content on Page 1 of organic (free) search results.

You don’t have to be the king or queen of prose to create an effective blog. Just write what you know – and the rest will fall into place.

Until next time,
Deborah Young
Deborah Young
Co-Founder, 1424 Marketing Group

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Posted in Blog Marketing, Search Engine Optimization | Tagged , , , , | Leave a comment

Is Twitter An Efficient Online Marketing Solution?

Posted on March 24, 2011 by admin
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Twitter is just a fad, right – peopled by a herd of sheep who can be categorized into two groups:

  1. Those chasing their own tails looking for the next great get rich quick scheme
  2. Those who have nothing better to do than to broadcast the minutia of their lives in boring 140-character snippets.

Wrong.

Sure, there’s a certain percentage of the 200 million Twitter accounts that may fall into one of these categories. There’s always at least a little truth in any stereotype, right? However, in the right hands, Twitter can be a powerfully efficient tool for marketing your business online. And, if you’re smart enough to be reading this, you’re smart enough not to be part of either of those groups!

It’s All About Connections

Every business has goals to strive for and problems to address that can be placed into two broad camps – both of which can be ably addressed via Twitter:

  • Connect with potential customers
  • Stay connected with existing customers.

Connect with potential customers

- Feedback. Want to know why people aren’t buying your product? Ask them!

- News. Get the word out about that new and improved product that they will buy. Tell people about the new store you just opened in their neighborhood.

- Trends. Following potential customers (or even competitors) can provide valuable insight.

- Your Product or Service. By carefully selecting the people you follow, you can focus directly on those who need what you’re offering.

Stay connected with existing customers

- Feedback. Got a burning question you’d love to get answered right now? Who better to answer than your existing customers?

- Loyalty. Strengthen your bond with customers by providing a virtual “face” to talk to, confide in, get advice from.

- News. When you have news to share you want to spread it far and wide. Twitter friends not only get the news from you immediately, they also love to share with their friends.

- Trends. Your current customers can show you what’s hot – and what’s not – immediately.

- Your Product or Service. Customers know what they want and, if you’re willing to listen, they will happily tell you.

And The Answer Is….

These are just a few ideas to get your thinking started. All of them can be done better/faster/cheaper via Twitter than via traditional channels – and we all know that better/faster/cheaper translates to more efficient.

Goal achieved. Problem solved. Burning question answered.

 

Until next time,

"Deborah" signature

Deborah Young
Co-Founder, 1424 Marketing Group

 

P.S. Our strategic marketing consulting is designed to show you the strategies that help keep the customers you have while generating more and better leads.

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Strategic Marketing Consulting Tip #2: Holiday Promotion Is An Online Marketing Solution

Posted on March 16, 2011 by admin
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Some holidays just shout business promotion; others…maybe not so much. Try thinking what an upcoming holiday–even a minor one–means to your customers. Are they going to have the day off from work? Entertain? Go out and play? Stay home and putter? Are they going to wear a certain color, play special music, or pay tribute to a memory? However the holiday is likely to effect what they are going to do, consider making an offer that will engage their interest, fit within that theme, and move them to take a particular action. Here are a couple tips:

    Offer a holiday special, give a coupon, create a first-come-first-serve or “while they last” promotion on your website or your social media page–specific to a holiday. When you do things like that, you increase the chances that people will also come through your doors. Ask them to “Like” You on Facebook, or Retweet your special offer to their friends on Twitter. Are you Yelping yet? That is a great place to post specials. Watch how quickly things can spread online!
    Plan ahead and pay attention to timing. It could be that your customers will be online in the days ahead of the holiday, but not as much on the day itself. Timing matters.
    Be sure that your offer solves a problem, answers a question, or meets a need–even a simple one. When it comes time to make larger more consequential buying decisions, your customers will remember your generosity, sense of fun, and the way you always seem to understand what matters to them.

Put a little holiday in your online marketing solution this month, then “rinse and repeat” throughout the year.

Have fun…and Happy Holidays!

Until next time,
Thia Hamilton
Thia Hamilton
Co-Founder, 1424 Marketing Group

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Posted in Online Advertising, Small Business | Leave a comment

Strategic Marketing Consulting Tip #1: Create An Online Marketing Solution

Posted on March 14, 2011 by admin
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“Strategic marketing consulting” isn’t just a smart business move, it is a business survival move these days. Why? Because the Internet has changed the world in ways that affect all businesses, great and small. You, as a local  business owner may be doing all the same things that have worked for you for decades, maintaining all the quality and all the services that made you a leader in the first place. But here’s the deal: your customers’ buying and browsing behaviors have changed. That affects your bottom line.

Now, before most consumers head out the door to spend their money, they turn to the Internet first to check and see where they can get the best deal, the best value, or something a little newer and different. And sometimes they don’t even leave home; they find they can simply click, pay, and get it delivered to them.

When customers (who don’t know your website address) go searching online for a product that you carry, for a solution to a problem that you can solve, or a service that you offer, will they find you? They are going to find somebody, and data tell us that they will most likely spend their money with the businesses that show up in the top online search results. That is what we call online competition–irrespective of the quality or uniqueness of the actual goods or services.

Small business owners in general are excellent at what they do (products and services), but notoriously poor at marketing what they do; especially now that the Internet is the first marketplace to which people turn. And it isn’t enough to simply have a website; today small business owners like you need to have a comprehensive online marketing strategy that engages the search engines. This is the only way to ensure that the very people most likely to want what you have, will find YOU.

Search engines (like Google) were created to meet the needs of people searching online (aka your potential customers). They take the search terms that people enter and go looking for solutions that match those terms.  A simple website that is not optimized for search will not be found online without the help of the search engines; there is just too much information on the Internet these days. The good news is that most websites can be optimized pretty easily.

If your business is not pulling quite the same traffic that it used to, or you are ready to start attracting some new customers, and you have not yet created an online marketing solution, start by getting some strategic marketing consulting.

It could make all the difference–and wouldn’t that be nice?

Until next time,
Thia Hamilton
Thia Hamilton
Co-Founder, 1424 Marketing Group

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Posted in Local Search Optimization, Search Engine Optimization, Small Business | Tagged , , , , , | Leave a comment

Small Businesses Can Have Truly Mobile Payment Processing

Posted on March 11, 2011 by admin
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There is no doubt that 2010 was the year of mobile technology, which means the developers are off to the races. I personally had my imagination confined inside the phone and never brought exterior gadgets into the equation. A recent Mashable article, however, shows us that Jack Dorsey and Keith Rabois never know when to stop being gods of the Internet. After pioneering small networks such as Twitter and LinkedIn, they are now part of a team leading the way in mobile credit transactions.

This team was formed in 2009 and is known as Square. Square is, in fact, a square – a small square that enables every iPhone/Droid/iPad user to be a self-sufficient merchant. This small Square device plugs into the audio jack (2.5mm) and instantly allows you to start swiping credit and debit cards for a 2.75% fee. So, if your business lends itself to taking payment processing to the customer, services and devices like Square may hold some appeal.

Now anyone can be equipped with the technology to take digital transactions with ease and no commitment, but what does this mean? It means that we are looking at one of the foundational steps in the process of moving into the Digital Revolution. As a business owner, you will be allowed to move around and follow through transactions on the go. Now, I don’t think a caravan of Bohemians will be touring around the country swiping credit cards – but, for once, small businesses can run transactions with ease from any location. And – this is yet another tool highlighting the growing importance of cloud computing.

The biggest question, of course, is, “Can they steal my account information?” Square has been attacked on this issue, largely from their biggest rival Verifone. But after Jack Dorsey said, “Credit card number thievery is possible every time you hand your plastic over to a waiter or salesperson” it seems more likely that Veriphone is simply trying to take out their key competition. So, watch for a vicious battle in the coming months for market share in the new Mobile Payment industry. And be on the lookout for Craigslist pages advertising their Square capabilities.

Hey, maybe now The Grilled Cheese Truck can even make it to D.C.

Square

  • Pros: Most versatile method, great company roster of employees, genuine care for the customers
  • Cons: Not enough details on registration page, enables illegal business owners to operate.

VeriFone

  • Pros: Veterans in Mobile Payment, a fixed location which calms some people’s doubts
  • Cons: Attacked Square in an immature manner by sharing a sample skimming application to the public.

Until next time,

 

Sean Meyer signature

Sean Meyer

Social Media Strategist, 1424 Marketing Group

 

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Win With Measurable Online Marketing Solutions

Posted on March 3, 2011 by admin
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In today’s economy the online marketing solution goals most businesses should have at the top of their list are:

  1. Keep the customers you have
  2. Obtain more high-quality leads

We all know it’s cheaper – a lot cheaper – to keep the customers you have vs. finding new customers. It costs five times more to acquire a new customer than to keep an existing one. And there’s a 60-70% chance an existing customer will buy from you again. New customers are only 5-20% likely to make a purchase.

No business can afford to lose customers, especially in a down economy, and the most economical way to keep your customer totals the same is to keep the ones you already have. But how do you build on that base and deliver new customers – even in hard times?

Quality leads is the name of the game and Internet marketing delivers them in spades. And it delivers them in a way that offers measurable results. When money is tight accountability and the ability to measure results become even more important. Business owners need to know what is working and how much it costs so they can concentrate marketing efforts and dollars on successful programs. In these tough times marketing dollars are being shifted away from higher cost endeavors such as trade shows and print advertising and into online marketing solutions.

Three things will help deliver those high-quality Internet marketing leads:

  1. Measure your marketing programs. Online marketing lends itself to this very well by allowing you to measure visits, clicks and conversions.
  2. Target your customers and prospects. Focus on programs where potential customers are looking for information, products and services.
  3. Continue to market, especially during hard times.

Choose the right venues – focused on measurable results and your target audience – and you can continue to win business no matter what’s happening with the economy.

Until next time,

"Deborah" signature

Deborah Young

Co-Founder, 1424 Marketing Group

 

P.S. Our strategic marketing consulting is designed to show you the strategies that help keep the customers you have while generating more and better leads.

 

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Posted in Profit Based Marketing | Tagged , , , | Leave a comment

Welcome to Profit Based Marketing

Posted on March 1, 2011 by admin
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This is a great moment for all of us at 1424. Just like you, we have labored and fussed over our website “off stage” for weeks, which turned into months, hoping to get it just right before the Big Launch. Always putting client’s projects before our own (remember the cobbler’s children who had no shoes?), this has taken longer than we ever imagined.

Thanks to the praise and referrals of our first-year clients (you can read a few comments in the sidebars throughout the site), who are as far-flung around the U.S. and Canada as they are diverse in businesses, we have been going full steam ahead and making a bottom-line difference for local businesses … everywhere.

Take a look around, help yourself to a survey or two, and give us an opportunity to get to know you and your business. You may have questions about search marketing and what it means for your business; you may wonder if you are paying too much to advertise using pay-per-click; you might welcome a listening ear as your business goes through change. Maybe you’d like a hand up while you scale the online learning curve in the Age of Google. Yes? Get in touch with us.

We are here because you are there – and because the Internet has forever changed your customers’ browsing and buying behaviors. We have honed our expertise in this so that you can keep your expertise focused on what you do best.

Strategic online marketing consulting is not just what we do; it’s who we are. Get to know us, “LIKE” us, Follow Us, and tell your friends, too!

From all of us, to all of you,

 

Thia, Deborah, and the rest of the Experts at 1424

 

P.S. We’d be happy to take a quick look at your site – on the house.

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