How ready is your business for marketing online?

I recently read a post on www.SmallBusinessNewz.com that says many small businesses do nothing to enhance their on-line presence and 90% have not even considered paid web marketing such as Pay per Click [aka Google Ads, PPC] or sponsored updates on Social Media sites.

£20 notesPersonally, I think that this is good news even though I may disagree with the one of the main reasons they give – they believe that it may be too expensive and not deliver results.

I know that a properly constructed and managed campaign WILL most certainly deliver results and does not have to be expensive. However, campaigns that are rushed in to place and ineffectively managed will simply feed the money hungry machines that are Google, Facebook etc.

What’s even worse is that even a well set up and managed campaign may not deliver the wished for results because the website at the end of the click may not be up to the task.

It would be like advertising the opening of a new supermarket, building demand and expectation and then throwing open the doors only to have the shelves half stocked and no one around to help or take your money. A wasted opportunity! Not only a wasted opportunity but a wasted future because people who have had their expectations dashed will never return and (and this is just as bad) spread the word.

So, a business with a website that is unsatisfactory from a visitors perspective should NOT embark on any new marketing activity until –

  • the destination website is up to scratch.
  • they are sure they have the resources to deal with an uplift in enquiries and / or sales

What do I mean by having a website that it “up to scratch”? Watch this space for my next post.

Social Media – then and Now

I joined LinkedIn in 2005 when it had fewerThumbs up for social media than 1m members and really started paying attention to Social Media, from a business perspective, in 2008. It all started quite slowly and then, like a snowball rolling down a hill, gathered speed and increased size and penetration at an increasingly rapid rate.

Earlier this week I came across some stats that compared Social media in 2010 to the state of play today and it makes for really interesting reading.

Twitter 2010

  • 75m user accounts, …of which only around 15m were active users
  • 27m Tweets per day [average]

Twitter 2013

  • 883m user accounts and 232m monthly active users.
  • 500m Tweets per day [average]

LinkedIn 2010

  • 50m members worldwide.

LinkedIn 2013

  • 259m members after increasing its user base by 40% in a year.

Facebook 2010

  • 350m monthly active users.
  • 50% of active users logged into Facebook each day, 175m per day
  • 65m users accessed Facebook through mobile devices.
  • 3.5Bn pieces of content shared each week

Facebook 2013

  • 1.19bn monthly active users.
  • 61% of users log on every day, that’s 727m active daily users
  • 874m monthly active mobile users
  • 33.25bn pieces of content links, news, blogs, etc.) shared every week.

Wikipedia 2010

  • 14m articles and 85,000 contributors.

Wikipedia 2013

  • 30m articles in 287 languages and 125,900 active registered users.

So what does this mean to the typical small business?

Simply that Social Media of all forms is here to stay and if you haven’t incorporated Social Media activity in to your marketing plan you really need to because you’ll probably find that your competition are there ahead of you!

Just make sure that you know which of the Social Media sites that you should be using  -ask your existing customers which ones they use and use this as your guide – you could always conduct a simple survey using www.surveymonkey.com

If you are unsure how to proceed, or want some help making your Social Media activity more focussed and effective then please get in touch and we’ll explore the way ahead. Call me on 01793 238020 or drop an email to andy@enterprise-oms.co.uk