The Small Business Online Marketing Handbook: Converting Online Conversations to Offline Sales

194 Pages·2013·4.66 MB·English

by  Annie Tsai

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Copyright 2013byAnnieTsai.Allrightsreserved.
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LibraryofCongressCataloging-in-PublicationData:
Tsai,Annie,1979–
Thesmallbusinessonlinemarketinghandbook:convertingonlineconversationstoofflinesales/
AnnieTsai.
pagescm
Includesindex.
ISBN978-1-118-61538-6(hardback);ISBN978-1-118-77015-3(ebk);ISBN978-1-118-77013-9
(ebk)1.Smallbusinessmarketing.2.Internetmarketing.I.Title.
HF5415.13.T7472013
’
658.8 72—dc23
2013020039
PrintedintheUnitedStatesofAmerica
10 9 8 7 6 5 4 3 2 1
Contents
Introduction vii
1 Understanding and Connecting with the
Connected Consumer 1
2 Building a Plan for Your Small Business’s
Online Reputation 13
3 Connecting Your Offline Business with Your
Online Presence 39
4 Online Offers That Convert into Lasting Business 53
5 Optimization Tips for Email and Social Marketing 79
6 Activity: Build Your 12-Month Online Marketing Plan 103
7 Reduce Overall Marketing Spend: Get Offline
Customers Online 115
8 Leverage the Magic of Word of Mouth Effectively:
Social and Community 127
9 Design an Effective Customer Rewards Program 147
10 ‘‘I Brake for Testing’’: Measuring Success and
Tweaking Your Program over Time 157
Summary 167
Appendix 173
Acknowledgments 175
Index 177
v

Introduction
The formula for success as a small business doesn’t seem to have
changed much since the beginning of time: bring a great product or
servicetotheneighborhood(orvillage),anddeliverexceptionalservice.
Nottoocomplicated,right?Soiftheformulaissostraightforward,why
aresomesmallbusinessesfailingwhileothersarewildlysuccessful?
Mostofusarewellawarethattechnologydevelopmentsoverthepast
10yearshavechangedthewayallbusinesses,nomattertheirsize,mar-
kettoandinteractwiththeircustomers.Peoplerarelymakeapurchase
nowadayswithoutsecuringpriorvalidationfromasourcetheytrust,beit
consumer rating websites, online testimonials, or simply a conversation
withafriendoracquaintance.Consumershavefoundtheirvoiceonthe
webandareregularlyhavingpublicdiscussionsaboutexactlywhatthey
likeanddislike.GiventhatmycompanyDemandforcealonehashelped
its customers generate and syndicate millions of customer reviews for
theweboverthepastseveralyears,it’shardtoignorehowpowerfulthe
consumervoiceis.
This shift toward empowering the consumer voice has dramatically
redefined the relationship between the browser, buyer, and seller over
time, to the point that it’s simply no longer an option to ignore the
consumervoice.Businessesthatembraceandleveragethisshiftquickly
leapaheadofthosethatdon’t.Thelattergroup—thosecompaniesthat
attempt to control the conversation and are therefore unable to evolve
how they market themselves and deliver service in the new world—is
destinedtofail.
There are additional factors that successful small businesses focus
on—thingstheywanttodobetterthaneveryoneelse.First,theynotonly
deliver exceptional service, but they also build relationships with their
customers to generate a strong referral business. Then, they leverage
those relationships online, making every recommendation a powerful
referralenginefortheirbusiness.
vii
viii INTRODUCTION
THE SOCIAL CONVERSATION IS STANDARD
TO YOUR SUCCESS EQUATION
Whether you like it or not, people are talking to each other about their
purchase experiences, both online and off. Small business owners still
don’t have a strong sense of what’s happening in the offline world;
for example, does the old adage that there are “five bad reviews for
every positive good review” still hold weight? In 2012, consumers
reported that offline word of mouth still accounted for 62 percent of
the conversations around deal sharing.1 But it’s challenging for small
businesses to measure how effective offline marketing, word of mouth,
andreferralprogramsareforthem.
Alternately,onlinebusinesseshaveaccesstoawealthofharddataon
avarietyoffactors,includinghowconsumersarebrowsingtheInternet
andwhatthey’redoingwiththeirtime.Ifbusinessesknowwhatthey’re
lookingfor,theycangetamuchclearerpictureofwhichaspectsoftheir
programsareeffective,andwhich they shouldtweaka bit or evendrop
completely.Mostimportant,theprofusionofsharingtakingplaceonthe
webgiveseveryoneagoodideaofwhomconsumersareengagingwith,
andwhatthey’retalkingabout.
Therealchallengesmallbusinessesfaceintermsofinfluencing—or
even joining—the online social conversation is that there is simply too
muchinformationoutthere.It’sdifficulttoknowwheretostart,where
to focus, and where to invest the marketing dollars and time you have.
Forexample,ifyouaccountforoneineverysevenminutesthatpeople
spend online globally, you’ll find that Facebook seems to dominate the
socialconversation.Therefore,theobviouschoiceseemstobetosignup
for Facebook ads. However, the context surrounding the kind of social
conversation you have on Facebook depends on the type of business
you’re running, and who your customers are. It’s important to have
the right kind of conversation and invest in the right social channels.
Otherwise,youcouldverywellhavenoimpact—orworse,adetrimental
effectonyourbusiness.
You may already be aware of these as critical factors to success in
today’s online social economy. But let’s face it: You’re a small business
1September 2012 report from Valassis and RedPlum, www.marketingcharts.com/wp/
direct/us-consumers-willing-to-get-social-for-deals-23182.