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Asian Women In Business
Online Marketing Strategies forSmall business
Presented by Mitali Banerjee
Strategiest, Blue Fountain Media
“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)
Why are we here today?
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
What is strategy?
Strategy is:
a foundation, the guiding star
a start and end point
Strategy is not;
A complicated documentFixed in time
A cookie cutter solution
How is online strategy
different?
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
Emailmarketing
Nativeadvertising
01.
Online Strategies
This is the age of customer – they interact with the brand through various touch points, that overlap and influence each other
Some considerations; Online Strategies
Reference: Forrester Research; manage the cross touch point customer journey
How to create a customer journey?
Exposure AwarenessDue
DiligenceAccount Sign
UpPassive
EngagementReturn 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
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
Online Strategies
02. Design experiences, Not tactics
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
How to design experiences; what to do with it
Exposure
Awareness
Due Diligence
Account Sign Up
Passive Engagement
Return Visits
Active Participa
tion
Messaging Desired ActionMode/Page/Source
Channel x
Platform 1
Viral Marketing (share with your
friends)
How to split budget?
A General Overview
http://www.webstrategiesinc.com/blog/how-much-budget-for-online-marketing-in-2014
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
Think on 2 levels: quick wins v/s long term
Short-term
campaign based
strategies
Long-term
slow growing
strategies
Search engine optimization
Nativeadvertising
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
Emailmarketing
Emailmarketing
Conversion rate optimization
How to create online
campaigns?
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?
Conceptualize
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
Some guidelines
Conversion Points: Pay attention
01. Copy: Action Oriented
02. CRO: Test options, track conversion, apply to future initiatives
03. Keep them consistent with the brand
Content Strategy: A MUST
Owned content
User generated
content
Aggregated content
Type of Content TopicsFrequency Channels
Research Platforms
Facebook Advertising PlatformMarketingprofs.com
Emarketer.comL2thinktank.com
Luxurysociety.comBusinessoffashion.com
Study Materials
Moz.comLearnvest.com
Edx.comMIT Open Courseware
CourseraOpenCulture
PodcastsAnalytics Academy
So, did we achieve a
breakthrough?
- Mitali Banerjee
42 Broadway, Suite 1748New York, New York 10004Tel: 212.868.1368 - Fax: 877.686.6870
Email: [email protected]
Asian Women In Business
