Written by Stu Kushner

Website Strategies

In order to make your website effective, you need to attract new leads, convert leads into contacts and convert contacts into customers. That, in a nutshell, is what marketing is all about. Marketing is the method and the means by which you “brand” your business and services in the public consciousness.

Marketing Strategy is the key to your online business.  Marketing strategy sets the goals you need to achieve and is shaped by your business goals.  Once you have established your Marketing Strategy, you can create your Marketing Plan.

A Marketing Plan establishes how you will achieve the goals you set in the Marketing Strategy. For example:

Marketing Strategy: Introduce new line of household cleaning products.
Marketing Plan: Identify potential users and develop website and media campaign based on potential user demographics.

Branding is a unique name, statement, symbol and/or design that identifies you and your product and services from others.  A recognizable brand delivers a unique message and helps establish user recognition and loyalty. A brand is the “face” your online customer sees when they log on. Like Bill Gates and Microsoft or Steve Jobs and Apple, try to make your name synonymous with your company.

One of the best ways to create customer loyalty is to have online customer feedback. The Net is proactive, what they like about your services can spread though the web to friends, family and anyone who logs onto your site. It’s digital “word-of-mouth” advertising.

You also need feedback. Customer Comments and Feedback can tell you a lot about your web site visitors. Who they are and what motivates them? What factors affect their decisions?  Comments can help define and polish both product and website, and help you refine your site to attract customers that will need or want your product or services. 

Written by Stu Kushner

Marketing Tips for Tight Budgets

Bad websites are like bad movies; if they don’t get any attention, they disappear.

In the internet world, attention is the currency. The more attention you create, the more attention you get. With a highly saturated internet it’s more difficult than ever to attract attention to YOUR website.  You’re selling fruit in an orchard; how do you get a visitor to buy YOUR “apples”? Not only are you up against large companies with huge marketing assets, but you’re also competing with other distractions as well.

But you don’t have to spend a ton of money to connect, just be creative. Here are some tips to help you market your business on the web.

  1. Create a LinkedIn group. A LinkedIn group is a free resource that can steer potential customers to your site and provide information, new contacts and gives a personal touch to your marketing, while also steering traffic and more sales. Avoid the ‘hard sale” however.
  2. Get published.   While it may be difficult to get on the front cover of a major magazine, you can create marketing opportunities by being featured in local papers, TV or radio programs. Make a name by supporting charities and local events, and get featured in a local “niche blog” in exchange for some freebies.
  3. Get on YouTube. YouTube can be a powerful platform for an online business. Just post videos of you and your product. Include:
  • A keyword-researched headline that attracts attention,
  • A short, clear editorial message
  • Offer discounts or prizes when they visit and say “I saw your video!”

You can avoid expensive cameras, lighting equipment and editing by using the cameras built into a Smartphone or the MAC iMovie, etc. You can hire a professional editor for a small fee.