HELLO ... 

WHICH?  WHEN?  WHY?  Got online resource overwhelm? 

We've been talking about lots of unique marketing resources for several weeks  and at some point you have to stop and ask yourself which, when, and WHY not because of overwhelm, but to build a communication strategy! 

One of the most common questions asked is "how do I do all this!"
and one of the most common excuses given for not doing "all this" is,
"I don't have time!"  Sound familiar? A strategy gives you a "how" and allows you to make the time! Past problems solved!! 

Sooooo ..... I thought this week I'd give you some basic choices for a healthy integrated online marketing strategy that, "if" you are trained on its appropriate use, should be easy to implement and maintain. 

That said, let's proceed with some of the basics that will cover your bases on the above two notes.  See how you are doing! 
 

	Local Search Engine Directory Listing This relates to the first note seen above: "All local businesses need to be found on search engines. More and more, people go online before they pick up the yellow pages." Must Do:  All small businesses should create a listing for themselves in each of the five major local search engine directories. This includes the local directories on Google (a place page), Yahoo, Bing, Best of the Web, Hot Frog, and if you are willing to pay, add a 6th, Yelp. Yelp has free accounts but my experience is that Yelp will delete some of your good reviews unless you pay!! Why, I have no idea, but they do.  Why:  This is how you'll be found if someone ( even your next door) neighbor goes to the internet to find a local provider. Also .. just FYI:  These listings serve as a website in many ways.  You can load photos and a good share of text about your business. Covers all your major information that a consumer would need to know. .
	Online Newsletter Nothing is as important as the ability to reach out to consumers who have expressed an interest in what you do.  So important to stay in front of them and let them know what is happening at your business. Must Do:  Find a web-based newsletter platform that will allow you to do your own mailings easily.  You want to make sure it supports unlimited contacts and mailings, connects to your social media, and is billed month-to-month. Another huge consideration are the statistics that come with the platform.  Look for very comprehensive statistics.  Why:  There are many reasons to strategize the use of an online newsletter within a basic platform.    (1) Obviously, you want to let your prospects and clients know what you are up to!  A newsletter lets you "go to" your list of contacts when you want to be in front of them. Worse case you get your name in front of them via the subject line and/or the "from" name. It's very easy these days to forget about who we want to do business with ... the business that is "there" when needed is often the one who gets the biz!  Not fair and sometimes even buyers are sorry they forgot about a favorite store ... but it's true and it happens!!   (2) Using your stats you get to see who reads your mailings and how many times!  Also who forwards it on to others and of course who doesn't even open it.  These are just the basics of good statistics.   (3) There are so many other ways to design your newsletters around the use of statistics ... all a function of the fields allowed within the database provided with an online newsletter platform  One example of a more advanced way to strategize via statistics is the use of links!  For example ... you can include links to different topics about what you do and if your statistics show many or just a few clicks to different topics, you have immediate feedback on who is interested in which of your services.  And an add-on tip:  You do need a online page to provide a location for people to subscribe to your newsletter. This can be a single webpage  or on a blog.  It might be on the side of your facebook page as well. Some of the online newsletter platforms include web-based pages that can be also used.
	Social Networking Presence Social networking is here! It's happening and like it or not, it is the way people are communicating!  If you are not participating you are going to be left horribly behind and lose both existing and future business. It's that simple!  There are no bones about it.  Must Do:  Create your accounts and learn how to use them. Also learn how to create and present your communications.    Facebook Business Page - One Posting A Day Minimum. Reach out and comment on other's postings.   Twitter - One Posting A Day Minimum.  Reach out and comment on other's postings.    LinkedIn - One Posting A Day Minimum.  Reach out and comment on other's postings.  Why:  Besides the fact that social networking is "happening," many people use the relationships they make on social networks for their business purchases. Also cold searches for businesses are often now done on social networks, not the search engines. People will search facebook, twitter and/or LinkedIn for local businesses to use!  Use Facebook for building community & relationships. Facebook can also have an entry page that serves for an overview to your business. It's the beginnings of making a facebook business page take the place of your website ... believe it or not!    Use Twitter for reaching out to lots of new people and short interactive conversations.  Also great for providing service to your clients and/or promotional deals and specials!    Use LinkedIn for Business to Business- it is a dream come true! Call me for training.  You must know how to use this site as it provides, again, a wealth of opportunity for "all" business to business and of course some business to consumer.   And an add-on tip:  Google is beginning to provide search engine results based upon information on social network feeds. SO,  what you must do now is fill out your Google (personal) profile page.  It's different than a "place" page.  On your profile you must enter all your social network feeds as that is where Google will be picking up their info for filling search inquiries.
	Video  People are watching videos now and "if" your business is visual in nature ... a simple "how to," "demonstration,"  "portfolio presentation" etc can take you very far!  Even if your business isn't visual, i.e. you are a professional attorney, coach, financial planner, etc... a video introducing yourself, showing your personality, presenting a simple overview of what you do goes very far with many people!  Must Do:  Make a video!  A simple phone video or a professional video.  Either will get you going. Upload it to You Tube.  Why? People are going to You Tube to look for videos!  They also search for specific types of videos depending upon what they are shopping for.  You Tube also provides you with a link and  code that allows you to embed your video on a webpage, newsletter, or social network.  There are lots of places to place a video ... make use of one, two, three or more for your business!
	Are You A Retail Business?  If Yes,  Four Square is a must! Four Square is a new fun activity people are doing with their smart phones and/or via text messaging. They are checking in to businesses and sharing where they are with their friends.  Awards are given out based upon visiting criteria set up by you. Here is a link to a past mailing about it, click here! Must Do:  Sign up for Four Square and claim your business.  Then set up an award program for the array of choices offered for incentives for people to visit your business.  Why?  People are using their phones. They are "checking in" to where they are at on Google, Facebook and the leader, Four Square! People let their friends know they are at your business which gives you instant visibility. Four Square also advertises, when people are in your area, that you are nearby and if you set up a "special" they let people know that also. More incentives to come by and visit.    Four Square just got a ton of funding so it is especially important to watch. American Express has picked up on their success is is getting into the game and creating a partnership with Four Square  Plus, Four Square just got a ton of funding. It's their time ... and yours too!
	Are You A Retail Business With A Street Front Window? If yes, a QR code in your window is a "must do!"  What's a QR code? Click here Why?  (1) QR codes are HOT! You look "on top of things!"    (2) People walking or driving by can scan your code with their phones and be immediately ( or later) taken to your website, a video, or anything online you wish them go to! No finding a pencil, no finding paper .. it's quick, easy & effective!
	Does Your Business Rely Upon Being Found Online Or Via Search Engines? Stumble Upon is the "leading" resource for having websites be discovered by strangers and/or new viewer online!  Must Do Create a Stumble Upon account.  If you site has not already been submitted to their index by someone else, get your site submitted via this link: http://www.stumbleupon.com/submit     The rest is pretty simple .. share your favorite sites with other and they will share back.  Here is mailing from last week that went over how to use Stumble Upon: Click Here!
	Websites & Blogs?? You might wonder why these two resources are left for last?  They are very important but not the very first items you "need" to include in your strategy.   Websites are "now" mostly for backup to all your other communications. They are where you can place the information that your conversations lead to. Some of the resources listed above can serve as basic webpages and if money and time is short .... your "official" website can come later. Use the local directory listings and also your facebook and LinkedIn profiles as short term fill-ins for an official webpage. Actually most all of the profile pages for the above resources ( twitter excluded) can provide a lot of info about what you do.  Blogs are hot!  I recommend that everyone have one, BUT again, it does not have to be first on your list.  Blogs are taking the place of websites and they also serve as great creators of community conversation. A favorite use of mine for a blog is follow-up to a specific item  included in my newsletters. You can ask for other opinions and feedback.  Keep a blog on your list of additions to your communication strategy .. you will need one at some point!
	Remember! None of the above will do you "any" good unless you provide each resource quality content!  You must also "work" the above plan. Having the resources means nothing .. you "must" participate, interact and connect!!