Small business owners rarely have time to pay attention to their online marketing, especially if they're wearing many hats in their organization like most. That's why taking advantage of online marketing tools can maximize impact while minimizing time spent. If you've read Part 1 of this blog series, you might be feeling overwhelmed by all the new things you have to do to keep up with current online marketing trends. Luckily, there are tools and tips to help you get started...
Content Marketing: If you'd like to write content for content marketing but are not sure what to write, use Evernote when you stumble upon articles online that you like. Save them for later, and when you're pressed for ideas, think about how you could adapt another article for your industry, or alter the topic to fit what's going on in your business. Over time, you'll build up a bank of article topics to choose from.
Mobile Devices: There's no need to build a second mobile site. Responsive websites are extremely effective at resizing to any device without maintaining multiple websites. If you have a web designer on hand, ask them to incorporate responsive design. If you're a DIYer with no coding background, many Wordpress themes from Themeforest.net are automatically responsive.
Video Monetization: YouTube has monetization built into their system, which makes the process simple. You can go a couple steps further by making sure all your video descriptions have links back to your website and other social media profiles, and that your description is optimized. Then, use Tubemogul to syndicate your videos throughout the web. It will take your video and auto-upload it to other content aggregators, creating opportunities for more clicks, shares, and links back to your site.
Multimedia Content: When posting on social media, try not to only post text and links. Instead of a link preview, try to search Google Images or stock image sites for an image that would fit well with the content, or post a video. And if you have any Photoshop-savvy employees, challenge them to create custom graphics or other branded pieces.
Minimal Web Design: Comb through your existing web copy and highlight only the sections that are essential and basic. Excess talking points in your website content can be moved to the FAQ section, or can be addressed in different materials (like news or blog sections).
SEO and Social Media: Google gives some credit (albeit not a lot) for inbound links from social media channels, so don't forget to link to your website in your page's about sections as well as in your posts. Keeping your social strategy in mind when doing keyword research can help give you an extra boost.
Attribution Modeling: Using services like Google Analytics is a given, but it's important to learn what the data is really telling you. Invest more time in reading analytics data, and don't just focus on one set of metrics. Compare multiple metrics to get a real sense of how people engage with your site. Then, change your marketing strategy based on that insight. Try to really think of what two data sets mean when compared to one another. Example: comparing bounce rates vs. mobile traffic -- a high bounce rate could indicate a problem with your mobile experience. Google Analytics recently came out with a paid version called Google Analytics Premium that can really help you decipher data.
Inbound Marketing: Inbound marketing has a lot of moving pieces to it: SEO, Social Media, Analytics, and more. Since inbound marketing relies heavily on data analytics, it's important to utilize the tools available to help you sort through it all. Some of the best tools to help you manage inbound marketing include HubSpot, Bizible's Salesforce for Google AdWords App, Moz Tools, Google Analytics, and Fruition's Google Penalty Checker. Many of these tools are free or extremely cheap, and can really help you improve your inbound marketing.
Infographics: You don't have to be a designer to make an infographic. Sites like Visua.ly are helping people make interesting infographics with no design experience. Even simple infographics are more powerful and effective at communicating data than text alone, so don't worry about making it super complex.
Related: Infographic Marketing 101
Local Marketing: Develop inbound marketing plans for both local and national (if your brand is national), rather than trying to achieve both with the same campaign. By separating your marketing campaigns, you can really target the needs of your audience for both. Recycled content never works. Sites like Yelp, Google Places, Foursquare, Facebook locations, and more can help you tie in local marketing with social media and online review sites.