Online marketing can be confusing and daunting to the small business owner but it doesn’t have to be the overwhelming marketing beast that you’re imagining. Learn online marketing the right way with three goals that have been proven to work time and time again. Small businesses have many effective ways to build an online presence while competing with the major players out there. Part of a great online marketing plan is finding the right keywords and sources to help you avoid high cost advertising with low return, enticing the audience to engage with your service or product, and delivering your message to your target audience.
Join Aaron N. Fletcher, author of Stand Out: A Simple and Effective Online Marketing Plan For Your Small Business, as he outlines how you can cut through the confusion to learn online marketing through proven, actionable steps to establish the right foundation for online success. No more grasping for straws as you try to navigate through whether to use social media, blogging, or whatever latest tactic is out there…this course will help you learn online marketing in 30 days or less using successful delivery, engagement, and conversion.
The transcript below is a brief preview of the 13 chapter blueprint that introduces the three goals to online marketing success.
Welcome to The Geek-Free Online Marketing Funnel: The simpler way to view and implement your online marketing strategy. This is the first video of our online marketing crash course, and it’s a very important one, as this simple online marketing funnel covers an awesome way to view everything you do online, and get more results from your marketing strategies. Presented by yours truly, Aaron Fletcher, Geek-Free Marketing.
There are three simple goals of online marketing for any business, and it boils down to:
1. Delivering your message to your target audience.
2. Engaging your audience, and establishing yourself as a trusted authority in your niche.
3. Lastly, and most importantly, you have to compel your audience to actually take action in the form of more leads and customers.
The problem is many small business owners are confused by all the options and acronyms and overflow of information out there associated with online marketing. And this leads to many common performance issues faced by small business owners. Tell me if these apply to you: low traffic from your target audience, a lack of engagement, and high bounce rates on your website. People showing up and just leaving quickly, you can probably see that using Google Analytics. Low conversion rates, not enough opt-ins or leads. Or small social media audience and lack of engagement on social sites. Even paid ads are not drawing enough response or being measured, and this is really attributed to no clear marketing strategy or framework, and we’re here to change that, folks.
Again, this simple Geek-Free Online Marketing Funnel is a great way to view everything you do online. All the other videos in this course are going to point back to this funnel, and we’re going to literally run everything you do online through a funnel filter, making sure that you’re reaching, engaging, and converting your audience.
A couple definitions that are important to take note of regarding the funnel: reach is defined as someone seeing your message anywhere online. Engagement is simply when someone interacts with your brand, content or media. It could be reading a blog post or watching a video, meaning they’re engaging with your content. Conversion is someone performing a desired action. That could be a social share, opting in to a newsletter, downloading an e-book, or even making a purchase if you’re an e-commerce site.
So let’s look at the goals associated with the funnel. When it comes to reach, you need to increase the visibility and traffic from your target audience. After you’ve gotten in front of them, you need to get in front of more eyeballs of your target audience, and reach them with your message and media.
Engagement. You need to encourage your audience to consume your content and view you as a trusted authority. Conversion, the goal is simply to generate more of those qualified leads, subscribers, and customers. Let’s look at some of the tactics we use when it comes to the funnel. For reach, we want to use search engine optimization. Put in the right keywords in your content, your ads, on your website. We’re going to talk about this in the rest of the course. Engagement tactics include creating client-focused content. That could be blogs, web copy, audio, or video. The tactics we might use for conversion are put in web forms, e-books, phone numbers, things like hello bars, pop-ups. We’re going to talk about all this later.
How do you measure the Online Marketing Funnel? When it comes to reach, we look at things like search engine rankings, impressions, the traffic to your site. For engagement, we might set bench marks for how long visitors stick around, the bounce rate, social shares, and paid views on your site. And conversion can be measured by the percentage of visitors that become a qualified opt-in or lead, or even phone calls. The funnel truly applies to almost everything you do online, and that’s the crux of this course – to introduce you to the Online Marketing Funnel, and then teach you how to apply it to your website, your content, and even video later on.
Let’s look at just a couple examples of how you can apply this funnel to your marketing strategy. Well, for your web design, to reach your audience, you could use SEO – you put keywords in the right place, obviously, on your site, you get back links, you can do guest blogging and increase your visibility, all of which we’ll cover in the next few videos. For engagement, you want to have clean navigation. You can use what we call trust icons and social proof on your website. All these psychological triggers that make your audience feel like they’ve come to the right place. For conversion, you can use web forms, phone numbers, calls to action, special offers, all that kind of good stuff.
Let’s look at your content. Say you write a blog post. Well, you want to use the right keywords to reach your audience, you want to syndicate that content across social media sites, which we’re going to cover in the content marketing video coming up. For engagement, you want to have compelling customer focus copy. You really want to talk about the needs that enter the conversation in the mind of your audience, instead of just writing about you like many companies do. We’re going to show you how to do that. For conversion, you want to have a clear call to action and provide next steps. A lot of businesses fail to do that. They write a great blog post, and then just leave the audience hanging to click away to another site. At the end you want to say, “Hey, if you like this, or if you have additional questions, pick up the phone, give us a call. Fill out this form, download this e-book.” You want leverage and put the marketing in content marketing and make sure everything you publish has a call to action.
Say you’re putting online listings across the web. That could be local business listings, vertical listings, if you’re a lawyer, on all the lawyer directories. If you’re a senior care provider, place it on all the senior care directories. Are you using the right key words and the right messaging to reach your audience on those sites? It’s not just about your site, it’s everywhere online. For engagement, are you using that customer focused copy? A lot of folks spend too much time worrying about the engagement of the copy on their own site, and not everywhere else online. Believe it or not, your Facebook business profile, your LinkedIn personal profile are opportunities to engage your audience, and you need to use good copyright in there more than anywhere else. Conversion, clear calls to action everywhere, not just on your website. Finally for paid ads, you can apply the funnel to those, as well.
You get the point. The funnel applies to almost everything. Let’s look at key concepts in this video. You need to view all of your marketing activities within the simple three step funnel. Never place an ad, a blog post, or send a postcard without applying a funnel filter. In every subsequent video in this course we’re going to talk about that. How you can view all of your marketing through the funnel and get more bang for your buck. Always consider how you’re going to measure your reach, engagement, conversions for each piece of content or campaign you launch online. So the homework for this video would be to look at what you’re doing now, and run it through a filter. We haven’t taught you exactly how to do that, but just start thinking that way. Look at your webpages, look at the ads you place online, look at your social media profiles. Is it set up to reach, engage, and convert your audience?
Okay, before we bring this puppy home, let’s talk about a couple resources you might find useful. We have a 30 day online marketing course that you’re obviously taking part of now, but if you want to explore this and actually have step by step materials on how to implement online marketing, we have the WP launch formula coming out here shortly. You can go find that on geekfreemarketing.com. It’s a great 90 day soup to nuts online marketing course. We also have a private coaching community, the Geek-Free Marketing community membership part of our site that you can find by going to geekfreemarketing.com/members. Our book was released in June of 2013. A full, nationally published book called Stand Out, which covers much of this process in complete step by step blueprint for online marketing for your small business. Thanks, I look forward to talking with you in the next video. Take care.