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Every Business Needs a Vision,
Every Vision Needs a Coach.
Introduction
Over the last few years we have talked to
so many businesses that are struggling
with the move to the online marketing
world. Many people have said to us that
they are unsure of what to do or how to
do it; are the rules the same?
The online world is changing society,
business and our personal lives. It is not
going anywhere fast. It is important that
any business learns how to communicate and interact
effectively online.
Well this eBook will help you understand the differences
between traditional marketing and how it is done
online. It will help you develop your
knowledge of how you can best
use the unbelievable potential
of the Internet to grow your
business.
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Every Business Needs a Vision,
Every Vision Needs a Coach.
1. Create a Plan
This seems so obvious but people so often miss it. It is
imperative to being focused, in a hugely crowded online
marketing space.
Whenever we look to start something we could do with
knowing where we are going; you would never get into a
car and drive it with no aim in mind. So one of the first
things to do when developing your online marketing plan is
to make sure you have an ultimate goal in mind. Write it
down and use that as your guide for your online content.
Without a plan the web looks like a hugely daunting
environment. Plan your message, plan your platforms and
plan your outcomes.
Once you have agreed on this then build a plan that will
allow you to reach that goal. With so many different
platforms available across the web it is so important you
choose the most appropriate for your market. Then set out
what content you will post, write or create to put up
online. Make it engaging, informative
and valuable. People will return
because they trust what you have to
say. Make sure you integrate all your
messages through your plan so your
various platforms have consistency.
Write this all out and aim for that goal,
whatever it may be.
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Every Business Needs a Vision,
Every Vision Needs a Coach.
2. Know your Voice
When we take an online persona for a
company or business it may be that a
number of people communicate your
messages. This can sometimes be very
tricky in keeping things consistent. So
the very first thing you need to do is
write down what you stand for, why
are you online? Why should anyone
listen to you? Who do you want to
speak to?
This is a way of setting some rules of
the game. This will allow anyone who
writes for the company to know
what you are about. It allows
them freedom to engage with
others online whilst still adhering
to a consistent message.
This will be YOUR VOICE. Agree on
one, use it and share it.
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Every Business Needs a Vision,
Every Vision Needs a Coach.
3. Become the Life and
Soul of the Party
There has been a major shift in marketing in
the last ten years due to the growing
dominance of the online space. Whereas in
the past you would use marketing as a tool
to inform people of your expertise or why you
are better than the competition, that simply doesn’t
fly anymore. Now marketing is simply about one thing,
which is trust. If you can build trust with your customers
you will succeed.
The best way to do this is to develop relationships and the
best way to do that, much like in the real world, is talk
to people and take an interest. As an analogy
lets think of a party, no one is interested in talking to
the person who simply declares how good
they are at everything. People engage with
those who take an interest in them and their
lives, who offer them help and advice.
T h a t i s w h a t o n l i n e marketing is
all about. Become the life and soul of
the Party.
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Every Business Needs a Vision,
Every Vision Needs a Coach.
4. Discover all About
People’s Lives
We are all attracted to like-minded individuals. We look for
people who we have things in common with. This is no
different when it comes to our attitudes to who we buy
from. We look for shared values and common attributes. So
key to your online success is getting to know your
customer. Ask them questions; engage in conversations.
Find out the things that they really value as important.
In the online world this has never been as easy, you can
directly talk to customers on a mass scale and anywhere in
the world. This is hugely valuable; when you know their
interests you know what to talk about, the types of
questions they will engage with or the sorts of things that
will help their lives.
S o u s e t h e o n l i n e c o m m u n i t y a s a
p l a t f o r m f o r r e a l l y getting to know
your customers. Then u s e t h a t
knowledge to help p r o v i d e t h e
customer with products that will
enhance their life.
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Every Business Needs a Vision,
Every Vision Needs a Coach.
5. Share Share Share
One of the most prominent differences between marketing
online and marketing in the old fashioned sense is that it is
dominated by sharing ideas, videos or just cool pictures.
One of the most effective ways to build your online profile is
to share material that is consistent with your ideals as a
business i.e. If you are a design company share pictures
that inspire you and your work; if you are a training
company share educational material.
The world online is built upon sharing. Marketing through
peer recommendation is going through the roof and is far
more effective than any other type of marketing. This is all
done through sharing things with your friends, your
colleagues or the whole World Wide Web. To get the most
from the Internet and all that it offers you must
embrace the community.
The tool used to build trust on the web is
sharing whether that be images, ideas or
just a question and it is through trust
that you will build strong relationships
with your customers that will see
your business grow.
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Every Business Needs a Vision,
Every Vision Needs a Coach.
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Summary
So here are the five ideas you must understand about
making it online –
1. Make sure you plan
2. Know your voice
3. Become the life and soul of the party
4. Discover all about peoples lives
5. Share, Share, Share
Once you understand how the online world works it is a
much less daunting place. You can dive in confidently and
you will really make an impact on peoples lives and your
business.
Joe Timothy
Author
Harry Chappell
Illustrator
