Where does a Web site and Social Media and Search Engine Optimisation actually fit into the grand scheme of things?
I have done a few seminars now on Social Media. But before I can get to the actual social media questions, I have to go through the whole sequence of things that makes up Marketing Strategy. The majority of these points are either not known, or are ignored by most small business owners. Not because they are stupid – small business owners are some of the most intelligent people I know. It’s just because most people have never really been educated in how to put a Marketing Strategy together.
Let’s look at this from a bird’s eye view.
Before you can know whether or not you are succeeding in your overall marketing strategy, there are a few things that you have to do.
First of all, you have to have a Business plan. You would probably be amazed to discover how many small businesses don’t have one, or certainly not a detailed one. But a Business plan is not particularly difficult to put together – there are loads of websites, documents and books that cover this in great detail. To distill all of that into a few sentences for the sake of this article brings it down to this bare single statement:
You have to have some idea where you want to take the business over the next couple of years, and you have to have some kind of workable plan on how to achieve that idea.
And only once you have done your Business Plan can you put together a workable Marketing Plan.
With your Business plan and Marketing plan in hand, you will at least know the following things:
- Who your Target Markets are
- What your Unique Selling Proposition is
- What Added Value you can give to your Customers
- Your Strengths, Weaknesses, Opportunities and Threats
- Who your Competition is, and what THEIR strategies are
- What your Pricing Strategy is
- What quantifiable Marketing Goals you can set and measure
- What your Promotion Strategy is
Then to break it down further, (and depending on your business), your promotion strategy should include such things as:
- Business Exhibitions
- Press Releases
- “Traditional” Advertising
- Your Website
- Social Media
You should be able to see from this list that the only way you can know what your website is supposed to say, and the only way you can know how, or even IF, Social Media can benefit you, is if you have done all of the above steps.
If you have done all of the above, then you will have a very clear idea of WHAT you need to be communicating and to WHO – in order to be increasing your business.
I hope this all makes sense, and you can see how to implement it in your business to help you get more enquiries and more business. If you need any help, we can assist you with putting all of this together. In the meantime, please feel free to use the above as a simple checklist to build your own Marketing Strategy for your business.