Even though I think every marketing pillar should be used in one way or another, regardless of the business type, this marketing pillar is number one and trumps all others.
Today I want to cover:
- Websites
- Google Analytics
- Collecting Emails
- Blogs
- Video Content
- Social Media
- Audio
- The Mothership
A recent 2018 Telstra Small Business Intelligence Report found that 50% of small business still do not have a website, and 62% of consumers will stop considering a business if there’s no online presence.
I discovered this first hand recently when I was looking for a business in Canberra to deliver a simple gift-basket. The first two businesses that came up in my initial Google search had no website, so I moved onto number three that did have a website.
All your Marketing Pillars are very much depended on your online Marketing Pillar being strong. Some business owners may say that online marketing is not as important in their industry, but seriously I can’t think of one where this would be true.
There are a lot of options when it comes to online marketing, but my goal today is to give you the basics and to get you thinking about it more.
1. Website
If a business does not have a website, I don’t believe they have a business. And when you have a website built it needs to be visually appealing, easy to navigate, and it needs to have regular content added because you want people coming back to your website as a reference source.
If you don’t understand what SEO (search engine optimisation) means, and the benefits of adding regular content to your website, you need a website developer who does. A website developer who designs websites and then offers nothing more in updates and ongoing training may be costing you money.
“If you designed your own website, be careful, because even ugly kids look good to their parents.” – Dr. T.
2. Google Analytics
Google Analytics is a feature you need to understand. It gives you detailed statistics about who is looking at your website and also web traffic to and from your website.
It also lets you know what search engines were used to find your site, how long people stayed on each page, whether they clicked through to another page, and if so which pages were more popular than others. This information is essential because it informs you about what pages are working, which are not, and if you need to make changes.
3. Collecting Emails
Your website should have an area where people can ask questions and request free information. You’ve probably seen this on other websites, where it says click here to receive our free report or to download our free e-book.
When you do this, not only do you receive what you requested but you also receive ongoing information until you unsubscribe. You need to set something up similar.
4. Blogs
You need at least one blog, and this should be attached to your website; however, you can have a secondary blog as well using Blogger for example, which is owned by Google.
One person usually writes a blog, but if you’re part of a team your website blog may have multiple contributors, and it should be updated regularly. Most blogs will centre on the services or products your business offers.
This is why you may consider a secondary blog. If you have a keen interest in something that is not related to your core business this would be an ideal blog opportunity.
For example, you may be a Podiatrist, but you have an interest in barbequing, or wine. This secondary blog is not related to your business in any way, but it can still generate leads and contacts for your core business.
To clarify, you wouldn’t start sending information about your podiatry business to your BBQ or wine followers, that would be crazy, but in your blog, you could casually mention your podiatry background, which then leads them to search you out.
Your BBQ or wine interests could be added to one of your social media pages, such as Facebook. Sharing some of your personal interests with people who already know, like and trust you makes you more relatable.
Your goal with blogging is to develop followers and to create word-of-mouth marketing. You want followers telling their friends about your blog. The best blog articles are the ones that answer the questions going on in your clients’ minds. If you can answer their questions, you will have their attention.
5. Video Content
Do you need video content on your website? Yes, you do. Go online and look at the statistical data; it’s mind blowing. People will recall information they’ve seen on video long after viewing it, yet they will forget what they’ve read within days.
If you shoot your videos yourself, make sure you pay attention to the sound quality and lighting and try to keep your videos short and straight to the point – a reasonable timeframe is 30 to 60 seconds. Of course, instructions videos can go longer.
Don’t let the editing process put you off using video. If you need help, ask someone you know who already uses video.
Make sure you get your video out there for the world to see. (Website, Youtube, Vimeo, Facebook, Twitter, Pinterest, Instagram, LinkedIn and Blogger).
6. Social Media
I discussed how many businesses don’t have a website, which is surprising, however, you do have to pay for a website so I can see why some business people put it off; they see it as an expense, not an investment.
The same businesses though also have very little social media presence, and that’s free. Is it any wonder why they struggle? Marketing your business via social media is something you ‘must’ do because you can communicate and reach so many people in such a short period.
The social media platforms you use will depend on your industry and how much time you have to dedicate towards social media. Yes, social media is free, but it does take some planning and time, and time is money.
I’m not a social media expert be any means, but I have coached a lot of clients around finding the right platform for their business and the message they want to relay.
If you have a business coach, talk to them about this subject, and if you don’t have a business coach, please email me at and we can set up a FREE 15-minute Social Media Clarity Call.
7. Audio
As you can gather, I’m a big fan of audio, and I think it is going to be more popular than video because you can easily listen to audio while you’re doing something else, whereas video requires you to stop what you’re doing. Therefore, consider introducing some audio content into your online marketing.
You may even consider creating a podcast, or if you want to lift your profile be a guest on someone else’s podcast, and you can use a copy of their podcast episode in your marketing.
This is why I’ve dived into creating It’s no Secret with Dr T. because I know podcasting is a place I need to be; especially if I want to maintain contact with people who have read my book.
8. The Mothership
Always keep in mind that your website is like a colossal mothership, where all the information about your business is stored, so regardless of where you post your blogs, videos or audio content you always want to make reference to your website, because this is where you’re trying to drive all your online traffic, back to the information source.
Social Media platforms are great for exposure, but you do not own them, and they can be shut down without warning, but you do own your website.
Therefore, all your marketing, in all the other five pillars, both online and offline, should have details of your website, because it holds a lot more detail about you and your business. You want every potential client heading to your website, not away from it.
If you have any questions about online marketing or any of the other five marketing pillars, please email me at .
Did you listen to:
Marketing Pillar One – Professional Referrers
Marketing Pillar Two – Non-Professional Referrers
Marketing Pillar Three – Internal Marketing
Marketing Pillar Four – External Marketing
Marketing Pillar Five – Verbal Marketing
It’s No Secret Business Conference
On the 17th and 18th of August 2018. I will be holding a 2-Day It’s No Secret Business Conference in Cairns and this year’s theme is ‘Communication, Persuasion and Influence’. My Keynote Speaker is David M Frees from Pennsylvania, who was also my guest on Podcast Episode 2. Bookings are NOW OPEN, and for more details, please visit my EVENTS page. (Limited to 50 attendees)
There will also be seven local business owners and entrepreneurs. More information is coming shortly.
FREE DOWNLOADS:
First 16 Pages of My Book – It’s No Secret There’s Money in Small Business.