Online Marketing Strategies that can be used by 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)

3. Why are we here today?

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

5. What is strategy?

6. Strategy is:
a foundation,
the guiding star
a start and end point

7. Strategy is not;
A complicated document
Fixed in time
A cookie cutter solution

8. How is online strategy
different?

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

14. Online Strategies
02. Design experiences, Not tactics

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)

17. How to split budget?

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

21. How to create online
campaigns?

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

23. Some guidelines

24. 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

25. Content Strategy: A MUST
Owned
content
User
generated
content
Aggregated
content
Type of Content Frequency Topics Channels

26. Research Platforms
Facebook Advertising Platform
Marketingprofs.com
Emarketer.com
L2thinktank.com
Luxurysociety.com
Businessoffashion.com

27. Study Materials
Moz.com
Learnvest.com
Edx.com
MIT Open Courseware
Coursera
OpenCulture
Podcasts
Analytics Academy

28. So, did we achieve a
breakthrough?
- Mitali Banerjee

29. Asian Women In Business
42 Broadway, Suite 1748
New York, New York 10004
Tel: 212.868.1368 - Fax: 877.686.6870
Email: info@awib.org