5 Key Pieces to the Internet Marketing Puzzle

There are 5 Key Pieces to the Internet Marketing Puzzle

1. Content - Content is King. Nothing works online without it. Websites, Email and Social Media marketing will have no effect without it. It’s the food that prospects and customers need to improve their businesses. It allows you to be a thought leader in your industry. It allows you to educate your prospects and customers. It’s the reason people keep coming back. If they keep coming back, sooner or later they will do business with you. Content is the most important piece of the internet marketing puzzle.
2. Website -Your website needs to be a good place for content reside. It needs to be easily searched. It needs to be categorized. It needs to be easily shared between platforms (i.e. From articles on your website to linked teasers on your social media sites.) With just content and a website the only way your articles will be found is through search engines. This is a build it and they will come strategy, which isn’t a very good strategy at all.
3. Bulk Email Software -Bulk email software allows you to communicate to prospects and customers as to what kind of content you have on your website. It also allows you to brand yourself while doing so. If your content is good; people will stay subscribed.
4. Social Media -Social Media allows you to communicate to your prospects and customers just like email but it has two very important attributes that email marketing does not. Social media allows for a two way conversation with your prospects and customers. It also allows you to have your messages spread virally to people who are liking, following or connecting with you on social media. You share your message with them and can share the message with their networks and on and on.
5. Customer Relationship Management (CRM) Software - A CRM system comes into play when people start showing up to read the content on your website, getting there from search engines, email marketing, and social media updates. The CRM system allows you to collect information from those who are highly interested in your content. When a prospect or customer shows interest in a specific topic and take action by subscribing to a certain information channel, then triggered emails can be sent. The triggered emails will then move the prospects down your sales funnel from a lead to hot lead to customer and finally to a brand advocate. The CRM system also allows you to work smarter with the information that is contained within each history entry of past emails sent, past conversation notes, etc. It allows you to call on the people who are truly interested in you. The CRM system also allows you be on the same page and sharing the same information with all of your key personnel.

Many people in the marketing world provide each of these key pieces to the puzzle. It's Main Street Marketing's view that you need one trusted advisor to handle all 5 pieces for you.

This is a guest blog by Dan Hahn, Owner of Main Street Marketing.

When Should a Small Business Owner Raise Fees?

As small business owners prepare to put a bow on 2011, the time is right to consider whether it’s prudent to raise fees. Considering the move is both exhilarating and nerve-wracking. All business owners would love additional cash flow and/or improved margins. But the risk of offending or alienating clients is terrifying, especially if it’s one you count on every month. The key to making the decision comes down to positioning.

Ask yourself the following questions, and answer them honestly:

1. How good am I at my job? If you’re great at your job, raising your rates is no different than getting an annual raise.
2. Do I provide consistent value for my customers?  Consider what your customers would spend for comparable services elsewhere.
3. What would they do without me?  If your customer did explore other options, how difficult would it be for them to ramp up with a new vendor?
4. Am I working with the best-of-breed in an industry?  If you are the best, you want to be associated with the best.
5. Am I engaging in behaviors, such as frequent discounting or taking on excessive numbers of budget clients, which reduce my confidence in asking for more?  Practices like these undercut your ability to demand what you’re worth. If you know that the services you provide are worth more than you’re currently charging, you need to have the confidence to ask for more.

Before you go and announce an across-the-board rate increase, you need to ensure that your market is prepared. Send an announcement to clients indicating that rates will be raised but that they’ll still receive the exceptional level of service they’ve come to expect. For clients with whom you’ve had a long-term relationship, talk to them personally. Assure them that the increase is necessary to maintain the high quality product they value. Convey strength and confidence. You’re not asking for permission; you’re simply announcing a change in the way you do business.

The value of CRM to Small Business

Are you a small business owner still debating the value of CRM? Consider this: A recent study by Nucleus Research revealed that every dollar invested in CRM has a return of more than $5. Nucleus based the figure on 70 case studies of companies in several industries and various sizes, including giants like Microsoft and Oracle.

The study stated, “In terms of overall financial value the CRM projects studied in this analysis delivered 63 percent direct benefits, such as cost savings or avoided hires, and 37 percent indirect benefits, such as increased productivity or greater customer retention.” If numbers like these don’t make you sit up and take notice, you’re probably not paying attention.

Some of the details of the study aren’t as spelled out as I’d like, but it’s difficult to argue with the outcome. The CRM industry is growing. In 2010, the industry achieved global revenue of more than $16 billion. The 2011 numbers are currently estimated at year-over-year growth of 7.6 percent with global revenue up to $18 billion. And as social networking, mobile access, and the related analytics continue to evolve, the power of CRM will only increase.

If you’re not currently using a CRM, what’s holding you back? Up-front costs are low, delivery is simple, and you’ll be more productive. Just think about a nightmare scenario in which your current system is lost. Then ponder how relieved you’ll feel knowing that your database is completely secure.


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