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Online Marketing Strategies for Small Businesses
1. Asian Women In Business
Online Marketing Strategies for
Small business
Presented by Mitali Banerjee
Strategiest, Blue Fountain Media
2. “I always did something I was a little not
ready to do. I think that’s how you grow.
When there’s that moment of ‘Wow, I’m
not really sure I can do this,’ and you push
through those moments, that’s when you
have a breakthrough.” -
Marissa Mayer (CEO of Yahoo)
4. 01.
Why online strategy matters to you?
If you have an idea, and want to convert it into a business
02. If you are looking to expand your product line or business
03. If your current initiatives are not showing the optimal ROI
9. The basics of strategy are the same;
Where it is applied, is different.
Platforms Marketing Channels
Conversion rate
optimization
Social media
marketing
Mobile App Responsive Site
Pay per click
advertising
Search engine
optimization
Email
marketing
Native
advertising
10. 01.
Online Strategies
This is the age of customer – they interact with the brand through
various touch points, that overlap and influence each other
11. Some considerations; Online Strategies
Reference: Forrester Research; manage the cross touch point customer journey
12. How to create a customer journey?
Exposure Awareness
Due
Diligence
Account Sign
Up
Passive
Engagement
Return Visits
Active
Participation
Viral
Marketing
(share with
your friends)
Example of a customer/user journey prototype
Customer
Expectations
Customer
Expectations
Customer
Expectations
Customer
Expectations
Customer
Expectations
Customer
Expectations
Customer
Expectations
Customer
Expectations
Conversion
point #1
Conversion
point #2
Conversion
point #3
13. What are conversion points?
Example of a customer/user journey prototype
Conversion
point #1
Conversion
point #2
Conversion
point #3
The points of action, where your visitors do exactly what you want them to do
Conversion points are closely related to your business goals
2 types of conversions: Macro conversions & micro conversions
15. How to design experiences; create a funnel
Exposure
Awareness
Due Diligence
Account Sign Up
Passive Engagement
Return Visits
Active
Participation
Viral
Marketing
(share
with your
friends)
Customers
drop off
Revenue
increases
Return visits
increase
16. How to design experiences; what to do with it
Exposure
Awareness
Due Diligence
Account Sign Up
Passive
Engagement
Return Visits
Active
Participa
tion
Messaging Mode/Page/Source Desired Action
Channel x
Platform 1
Viral Marketing
(share with your
friends)
18. A General Overview
http://www.webstrategiesinc.com/blog/how-much-budget-for-online-marketing-in-2014
19. How to apply it to your business?
01. Think of where your customers are?
02. What kind of experience are you trying to design?
Where does conversion occur?
03. Don’t forget long term vision
20. Think on 2 levels: quick wins v/s long term
Short-term
campaign based
strategies
Long-term
slow growing
strategies
Search engine
optimization
Native
advertising
Social media
marketing
Pay per click
advertising
Objective: Acquiring new customers, breaking
into a new market, growing awareness
Objective: Building trust, resonance in the market
and driving conversion
Email
marketing
Email
marketing
Conversion rate
optimization
22. How to create online campaigns?
Go back
to the
funnel
• What is the
objective
• What do
you want
the user to
do
• Once they
click, what
happens
What are
you
saying
that, they
your
audience
doesn’t
know?
Conceptu
alize
concept
Build
content –
images,
copy,
calls to
action
Platforms
• Go back to
spend chart
Execute,
Track,
Optimize,
Learn
• Define goals
• Measure
against
• Make
reports
• Revisit