You can never learn too much about online marketing. Never.
SCORE’s ExpertAnswers Newsletter featured Heather Dougherty, Director of Research
Experian Hitwise, NYC. She helps you understand how often you should review your online strategy, how you should gauge social media success, what things to pay attention to in web site analysis and more.
What are three questions a small business owner should ask when formulating his/her online marketing strategy?
What am I trying to accomplish with my online marketing? If you simply want to provide location, hours of operation, and other information, you need to make sure all of this data is correct and available in all local listings and search engines. If you want to educate potential customers about your products or services, use your website to provide the content and photos.
Where to begin? Make sure customers can find you in local listings, then move on to your own website and promote your online presence through search engines or social media. Free options such as Tumblr or WordPress are a good way to get started on your website.
What resources do I have? Prioritize what you are trying to accomplish and align with offline initiatives to repurpose as much as possible. Think about your content creation in all the different ways it can be used – print ads, website, social media, etc. Promote your online presence in your “brick and mortar” location if you have one, and keep your marketing consistent across all channels.
Read the full discussion here.