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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

10 rules for SMB online marketing

Answered => “What are some of the biggest challenges small businesses face when venturing into online marketing?” on Quora.

=> My answer…

Developing the understanding that…

1) …it’s not a panacea.

2) …while the tools are (often) free there is still a need for strategy and talent to use them.

3) …just because you have X followers/email subscribers doesn’t mean that each and everyone will consume your message.

4) …their brand/site/marketing message isn’t the only game in town. That is, there is a tremendous amount of noise and choice. (See bullet #2.)

5)…good/great online marketing won’t make up for a bad brand and a bad website (presuming the majority of the marketing is driving traffic into the SMB’s website.)

6) …it’s not about quantity but quality. In most cases “conversions” trump raw metric X (e.g., open rate, site visits, etc.).

7) …it’s not a set it and forget it initiative. It’s a process: Try… measure… analyze… adjust… repeat…

8) …not everyone who clicks on your PPC ad is looking to buy immediately. There are a wide variety of shopper profiles at various stages of the sales/buying funnel.

9) …if a vendor/agency makes a promise that sounds too good to be true, it probably is.

10) …a small percentage of budget should be devoted to “R&D”, beyond the core efforts mention in #7.

As they say, Rome wasn’t built in a day.

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