Guide to Starting and Operating a Small Business | 2018 Guide to Starting and Operating a Small Business - Page 50

• • • • • News releases Media relationships Success stories Organization memberships Community events Advertising Which advertising vehicles are most noticed by your target customers? (If you’re not sure, ask them!) Contact the media sources you are considering to get cost, and target audience information: • Electronic media • Internet, radio, TV • Print media • Newspapers, magazines • Brochures, letterhead, business cards • Direct mail, newsletters Online Marketing If you’re in business, you need a presence on the Internet. At the very least, get your website listed. Write down the goal for your website in one sentence. Do you want customers to call you? Do you want to sell products on your site? Drive visitors to your store? Write down a one sentence summary describing your business. List the key words that will draw prospects to your site (the more specific, the better). Think about your business’ image. Is it modern? Is it colorful? Is it rough? Do you have high quality digital photographs of your products or services in action? Will your website design translate well to mobile devices? Select your website address (example: Be sure to write down a few alternatives in case your top choices are already taken. Name the websites you admire and why: (Research your competition – study their sites). How will you capture online contact information from your prospects? What Online Marketing channels make sense for your target audiences? (LinkedIn followers tend to be business-focused; Twitter followers tend to be younger.) • Website • Email marketing • Online advertising • Social media • Facebook, Twitter, LinkedIn, Pinterest, Instagram, Google+ • Blogs, Videos, Tweets Online Marketing Strategy Be sure to formulate an Online Marketing Strategy! It is easy to spend countless hours online, hoping to reach your target customers with the right message that will entice them to buy from you. As with the overall Marketing Plan, setting your goals will drive your Online Marketing Strategy. • Who are you trying to reach? • What online platform does this target grou