Good execution of a sustainable technology marketing program is actually a result of not only good strategic planning and tactical implementation, but also good sequencing. Expending limited resources and time in the proper order can make a huge difference in results. Unfortunately, sequencing doesn't get much attention. What is the right sequence for your technology marketing success? Of course, there are variables and nuances that would come out in an analysis, and every business starts in a unique position with different assets already in place, but there is certainly a fundamental sequence to follow.
Each technology marketing asset is like a building block, and the bottom blocks that represent the first steps should be stable and sustainable before the top blocks are placed. No technology marketing asset is in a silo, nothing is "stand-alone". Here is the fundamental sequence for small business success online:
Build a Scalable, Sustainable Website: A Best Practice would be an extensions-based Content Management System (CMS) for building and sustaining a contemporary look & feel and adding new bells & whistles as the marketing technology universe changes. Among many, Joomla, Drupal, Wordpress are very good and have vigorous support communities. Use Analytics: Metrics are the lifeblood of web marketing. The reports, alerts and tools for measuring online activity in analytics is invaluable. The longer you use analytics, the more you will know about your business through the eyes of your online visitors. Start with Google Analytics. Its robust, and it's free. If Facebook is one of your assets, use Insights.Use a Blog or Newsletter: It may not be practical for all organizations, but a blog or newsletter makes your web marketing more credible. You are building relationships, and credibility builds trust. If you don't think you have the time or the inclination to write articles, there are other ways to build trust online. Use Email Marketing: Use email to anchor your synchronized technology marketing campaigns. iContact, Constant Contact, Emma and Vertical Response are all good. If you don't have an email list, start one. You only need three fields: email, zip code, mobile phone. If you can do it, having first name and last name would be optimal. Amplify with Social Media: Use Social Media in conjunction with your website, email and traditional media, not instead of it. Social Media amplifies and engages, but it can also be a time sink with no real business value. Your industry, personnel, products and services can inform you about what kind and how many social media network(s) to engage with. Don't over-reach.... Run Micro-Ad Campaigns: Google and Facebook provide two different sets of targeting criteria for ads. Used together, they can inform your traditional and technology marketing efforts in ways you simply cannot attain otherwise. There is no more cost-effective way to test and measure the marketplace response to your brand and offers. Optimize for Mobile: We are in the midst of an acute trend upwards in the number of views from mobile devices. The vast majority are iApple devices and Droids- and tablets are included in this. Cater to your mobile visitors with mobile web exensions and apps. Experiment with mobile coupons, check-ins and SMS marketing.Localize: Take what you've learned and run a synchronized local media campaign. Newspapers and industry publications are on the digital marketing bandwagon. You can also run short print, radio and television ads pretty cost effectively. Test and measure some local media ads.
If you are not satisfied with the results you are getting from your Internet technology marketing, or if you want to get your online business to the next level, start with a functional assessment of your technology marketing assets.