A Guidebook to Small Business Success

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INTERNET MARKETING
A Guidebook to Small Business Success

30 things you can do today to start seeing results tomorrow

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Introduction Website Effectiveness TrafficGeneration List Building Contact Management Email Marketing Conclusion

Growing a small business takes time. You can’t expect to jump right in and start making millions of dollars (despite what you may have heard on late-night television). It takes a sustainable, comprehensive marketing approach to build your leads, your sales, and ultimately your bottom line. Many of the successful businesses you see (especially the larger ones) have a highly specialized marketing staff running their daily operations. Most small business owners can’t afford such a staff. They are on their own. But with the right focus, you can become that specialized marketingdepartment.Youcangetleadsflowinginthedoor all by yourself…even though it will require a little bit of work up front. Invest some time in educating yourself on simple marketing strategies and resources. You will discover a whole new level of business growth you never thought possible. Nobody’s asking you to get a graduate degree in marketing. If you can become proficient in a few simple areas, you will be well on your way to success. We’ve put together a resource guide with the most important things you can be doing to grow your small business, starting right now! Don’t try to implement all of these steps at once… that would be way too overwhelming. Take them one step at a time and build as you go. Just choose a few of the strategies you want to work on now and start there. Then, little by little, you’ll build up your marketing efforts until you can just sit back and watch the sales come rolling in. Let’s get to it!

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WEBSITE EFFECTIvENESS
Your website is your “storefront.” You should put as much into your virtual storefront as you would to the front window display at a traditional store on Main Street. Your website needs to attract customers and keep them coming back for more. WEBSITE EvALUATIoN | Total time: 1 – 3 hrs

Pull up your website. Pretend you are a new prospect and ask yourself thefollowingquestions.Orbetteryet,findsomeonewhohasneverseen your site before and ask them to answer these questions: 1. Where do your eyes go first? A visitor to your website typically has an attention span of only a few seconds. That means your website must “hook” them in that amount oftime.Makesurethefirstthingtheysee/noticeissomething interesting enough to buy you more time. 2. Do you know right away what this website is about? Again, you have limited time to get your message across. If there are too many distractions, a site visitor may not ever know what you are selling. 3. Is the important information “above the fold?” Most site visitors want to know the details without doing a lot of work.Iftheyhavetoscrolldowntofindthemainidea,theywill likely leave earlier than you’d like. Make sure that your Unique Selling Proposition (USP) is clearly spelled out. This is a piece of information that says in one sentence or less why someone should do business with you. Make it clear and prominent on your site. 4. Can you easily find the benefits of the product/service? A visitor to your site wants to learn as much as possible about the benefits of your product or service. Features are important, too, but the most important thing a visitor can take away is a sense that this product or service will make an impact in their life…for the better. 5. Is there a clear call to action? If customers like what they see, it is important to move them along quickly. There should be a prominent, clear call to action on your

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website. Your call to action may be to buy now, start a free trial, learn more or something else. Make sure that you are not sending mixed messages with too many calls to action. Choose the one or twothatmattermostandmakethemeasytofind. 6....
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