Sorting through the online marketing tools

Nowadays online marketing is important for just about any business. But all those new terms can be confusing: web sites, blogging, search engine optimization, e-mailing, webinars. It’s enough to make your head spin. As a business owner, I had to sort through if, and how, I was going to use online tools to create and promote my brand. So many, terms, and me on a tight budget. Let’s quickly sort through them.

1. Your Web Site.
   This is basically your store front. It’s where customers come to window shop. Is your window attractive. Does it catch my eye? Does it reflect who you are (think law firm vs. donut shop). And, very importantly, can I look in your “window” and see what you have to offer? Any specials today?
2. SEO (search engine optimization)
   SEO helps customers find your website. This is not unlike having a well-designed Yellow Pages strategy. The big consideration here is have you thought about how I want to find you? If you are a travel agency, I may look for you under that title in the phone book. But online, I’m going to be looking for very specific information about what I want to do. So, I’m likely to look for “Bed and breakfasts in Vermont” or “Low-cost Hawaiian vacations.” Am i going to find you when I click on the search button?
3. Blogging
   This is all about having conversations with your customers. Think about going into a hardware store and talking with an expert about using plumbing tools. Or the talking with the guy who owns the imported cheese shop about when and how to serve brie vs. Camembert. With blogging, you present yourself as the friendly expert, AND converse with customers.
4. Webinars
   Also known as e-learning, webinars are an opportunity to show your expertise to a wide range of customers. Usually 45 minutes to one hour in length, you can think of these as a sort of guest lecture at a local college (only the students come from all over). Depending on your business model and the amount of intellectual property involved, you may or may not charge for a webinar.
5. E-Mailing
   This is NOT spam. E-mail campaigns are best used like a newsletter, sent to those who want to hear from you about updates, new offers, perhaps a follow-on to a webinar that you’ve hosted. Like blogging, e-mail campaigns should contain information that is useful to your customers. If you give a webinar on the basics of making premium ice-cream, you might follow up with a series of tips on how to add specific flavors, like summertime peach or espresso chocolate.

I obviously need an ice-cream break! How do YOU use your online marketing tools? What successes have you had? What frustrations? I’d like to know!

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