Two Important Questions About Internet Marketing. . .

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This just in. . .

As you may already be aware, we are just a few hours away from the next SCORE-Ventura  2 part workshop - two parts because the subject matter is just that hot these days and there's so much developing around the question of what to do and how to do it when it comes to the Internet for business.  

Part 1 starts tomorrow, 11/5/11 at 8:30 a.m. and goes 'till 3:00 p.m. Presenters will start with some basics of Internet marketing, then move on to how to create a good website, key words, pay-per-click ads and more. As I have done in the past, I once again put a few questions out to the SCORE-Ventura Counselors who coordinate and/or conduct the on-gong workshop series titled "The Successful Entrepreneur". I merely scratched the surface of this subject asking these couple of questions. . .

1. What should a business owner think about when creating a new website?
2. How do some traditional types of marketing and advertising compare/contrast/compliment some more current ones such as facebook? 

Here are some of the responses. . .

From James Goodman, long-time business leader, Sales Executive and SCORE Counselor. . .

Re: Websites:

• Make sure the contact info is easily found and usable. 

• Maintain integrity.   

• Don't promote your company as something it isn't (i.e. if you're the company, don't go and photograph a large building and photoshop your name on it.  That's soooo 1990's! 

• Endorsements and recommendations from satisfied customers.

Re: Traditional compared to Newer forms of Marketing:

• Traditional advertising reaches you passively (newspaper, magazine and TV ads).  While eAdvertising can also, it is often actively sought out in a search - You have an opportunity to close a sale!  
• Don't make it difficult.  
• Make it easy for customers to get online or live assistance.  

From Jim Bond, long-time Marketing/Advertising Executive, Business Coach and SCORE Counselor

Re Websites:

Who specifically will be visiting your website?

What if anything will they know about your business, product or service when they visit your website?

What image do you hope to project for your business or products?

What is the visitor's main objective in visiting your website?

What action do you want the visitor to take as a result of visiting your website?

How easy is it for them to take that action?

How will you measure your site's performance? (How will you know if your website is effective?)

Also, how does your website integrate into the rest of your marketing? What other media and methods will you use, and how does the website fit into your prospecting, qualifying, educating, lead generation, selling and up-selling process?

Re: Traditional compared to Newer forms of marketing:

Who specifically are you targeting? B-2-C, B-2-B?

What are all the media available to reach them?

What are the strengths and limitations of each medium?

What role can Social Media play in the marketing process?

What are the strengths and weaknesses of Social Media?

What other media complement and compete with Social Media?

-- Mail order?

-- Specialty Magazine Advertising?

-- Directory Advertising?

-- Packaging?

-- Email Marketing?

-- Personal Networking? . . .

From Webmaster, Technology Consultant and long-time SCORE Counselor Ken Norland

Re: Websites:  Your new web site needs establishes your "personality" on the web, and it must also target your selected customers.  Both dimensions have to come together with a good, clean design with good responsiveness.  Such a web site may well cost a substantial amount.  If the web site is your primary selling vehicle, spend appropriately. If you have a bricks & mortar establishment as well, that and the web site should be complementary and provide as seamless experience as possible.  Again, focus on melding the personality you want to portray, your target customer base in an exceptional web experience (and an exceptional real experience if needed.) 

From Pat Douglas, Human Resources Compliance Consultant and long-time SCORE Counselor. . .

Re: Websites: I would say that business today, especially small businesses need to have a presence on the internet.  They should have a website.  The SEO (Search Engine Optimization)should reflect those key words that are indicative of their business.

In your website, you should have the following elements:
(1.) About Us -(What is your story?  Why did you go into business?)
(2.) Services or Products offered
(3.) Clients
(4.) Testimonials
(5.) Affiliations -(Professional Associations, Chambers of Commerce.
(6.) Professional Certifications and Designations
(7.) Blogs -(Events/ for example, HR Tips, etc.)
(8.) Contact Us

Re: Traditional Marketing/Advertising compared to Newer forms. . .
First, of all not many companies are advertising in newspapers. Advertising dollars are pretty much directed to the internet and diverted away from traditional print media. I would imagine for a small business that they may have to try some traditional print advertising such as trade magazines/publications that are indicative of their marketplace.

If advertising with traditional print media and the internet, establish analytics that will tell how well you are or are not doing.

If this subject matter interests you, if you or someone you know might benefit from a few hours tomorrow to dig deeper into more detailed discussion and learning, get details and sign-up at:.

www.ventura.score.org   or call 805-204-6022 but ya better hurry, start time is nearing!