We’ve all heard for years that online marketing is the most affordable, measurable form of getting access to targeted customers.  So that means that every small or medium sized business owner has been spending online for years, right?  Wrong, but that trend is rapidly changing.

A few years ago all that mattered was having a web presence, which meant simply building a static website with some sweet animated GIFs.  Then, the early adopters, the tech savvy or friends of the tech savvy, started doing ppc and possibly seo.  The numbers making the jump were few, but the success was great.  The doorway has opened a bit wider now.  Small business internet marketing providers now have technology specifically made for managing and optimizing smaller spends.  Previously, these types of optimization tools were only available for companies capable of shelling out thousands per month.  Many SMBs still thriving during the current economy attribute their success to search marketing performance.

Do it yourself options also exist, but there is a level of expertise required to achieve optimal success.  It’s also important to consider that as the industry has grown lower priced solutions have popped up allowing business owners to focus on what they do best.  A lot of us own many hats, but in the end we tend to stick to the one that fits best.

A lot of us small business owners are so busy getting the next marketing tactic up and running that we don’t even think to ask ourselves if it’s working.

That’s why it’s smart marketing to set up some tracking mechanisms at the same time you are implementing the marketing tactic.

Below are 3 methods for keeping tabs on how well your marketing is actually working:

1)    Web site links.

Include web site links in your ezine so your subscribers can respond to special offers or promotions. You can track of how many people are interested enough to click on the link, and you should also be able to measure sales as a direct result of that promotion or offer (with your shopping cart program).

2)    Build in tracking mechanisms to a specific activity.

For example, if you are doing a teleseminar and you are inviting the attendees to visit your web site to sign up for it, create a special page on your web site to drive them to. Then use some kind of free website analytics program like Google Analytics to see how many people visited that page and signed up.

3)    You can also create specific web pages for a campaign and track the hits you get from a campaign. You can look at the links that people come in to your site from (referring URLs) - these can be very useful in creating online relationships. Call the people that are linking to your website - they may be interested in purchasing your services or hiring you for a workshop or event.

With these tracking methods, you will be able to determine what percentage of the total pieces distributed or people reached, responded to your marketing offer and how many took the action requested (i.e. downloaded your free-giveaway, subscribed to your newsletter or ezine, purchased your product, and so on).

Then you’re in a good position to make smart decisions about which marketing tactics you should continue to use, which ones need some “tweaking”, and which ones you should stop doing.

In my line of work as a Denver-based internet marketing consultant, I’m often asked for my opinion about business blogging. My response - “I’m all for it.”

Here’s why developing a blog makes sense for nearly any business (large or small):

• Authenticity. Blogs, when used correctly, are a reflection of the culture, values, and personality of the business they represent. As every business owner knows, when you make a friend, you make a customer for life. People want authentic friends.

• Blogs access and build community. As the internet grows and evolves, one thing is certain - our concept of “community” has forever changed. No longer are communities constrained by geography - online communities bring together people with similar interests from all around the world. If you want to participate in these online communities - either by contributing to the conversation or if you’re merely looking for acceptance - you need to interact on the same level.

• Search engine benefits. Search engines LOVE blogs - especially blogs that are updated on a consistent and regular basis. There’s an extra bonus for blogs with multiple authors too. More search engine traffic means more free visitors to your company website…and more sales.

• Blogs influence buying decisions. Jupiter Research managed to quantify the value of blogging - you can read the summary on the SearchEngineWatch.com blog, but here are the highlights:

“According to the study, blogs factor in to critical stages of the purchase process, weighing most heavily at the actual moment of a purchase decision. When it comes to respondents who said they have trusted blog content for purchase decisions in the past, over half (52 percent) say blogs played a role in the critical moment they decided to move forward with a purchase.“

In summary, blogging is a highly effective tool for marketing your business online. If you want to learn more about it, visit Resource Nation’s online marketing business center or creating a business blog at SporkMarketing.com.

One of the reasons that I started my business, MarketGarden, was to help Green Businesses, those that offer green/sustainable products or services, market themselves. Often times these start-ups or smaller companies can not afford a variety of agencies – a marketing firm, pr firm, web developer, and advertising agency – to do so. I wanted to offer all of those services in a more efficient, cost effective way. In order to be true to my mission, I needed to find better ways to market – greener ways, more cost effective ways. Over the last year, I have realized that this balance is not just for Green businesses, but all businesses.

There has been a shift toward global agreement that we must to take more responsibility for the health of our planet and reduce our Carbon Foot Print, but balancing that with building a business and in a difficult economic climate can be overwhelming. That said all of these challenges require a more creative strategy that can benefit from the newest marketing tools. Market smarter (have a good strategy) and have your tactics work harder (lower cost, targeted and more impactful.)

Market Your Business – Use Green Marketing Methods – Reduce Costs, this marketing Trifecta is possible and effective. Here are some tips for you to use to reach your goals.

Direct Mail

• Use a more targeted mailing list. This reduces your list size and increases response rates. You can use the postage savings on more effective creative, possibly variable printing.
• Make sure to purge and update your lists
• Reduce waste by mailing smaller pieces – driving recipients to your web site for more information. This will also reduce postage costs.

Printing - Use green printers such as Greenprinter.com and Printingforless.com that offer green printing solutions and operate their business with a reduced Carbon Foot Print.

Electronic Collateral – Limit your use of printed materials, but emailing brochures and presentations, rather than printing them. This is a huge cost savings. Many retailers offer online catalogs rather than mailing them out.

Invoicing and other communications – Try using email for invoices and statements, once again saving on postage and printing. You can always offer mailed and emailed versions, and let your customers choose.

Websites

• Have your website do more of your “heavy lifting” by posting communication items such as –brochures, annual reports and newsletters, on your site where they can be viewed or downloaded as needed. FTP large documents or information, rather than overnighting them. You can send emails out with links back to your site for more information.
• Spread the word through blogs and social networking sites
• Post videos on your site or YouTube to tell your story show a demonstration of your product or service or provide tutorials.

Need inspiration? There are some great publications and websites out there that showcase unique and effective green marketing campaigns. One my favorites is USPS’s publication Deliver Magazine, http://www.delivermagazine.com/. The site offers white papers, podcasts and case studies as well as a subscription to the publication.

To find vendors to help you with your marketing campaigns, visit Resource Nation’s online business center.

Email newsletters are a powerful tool that can be used to boost your marketing efforts, without draining your marketing budget. They provide a platform to discuss issues happening in your market, your customers’ potential concerns due to economic shifts and new tips, tools or products.

Offering a newsletter benefits you in multiple ways, including:

1. Helping to build your email list

2. Establishing you as an expert in your service or product arena

3. Providing a great reason to reach out to your list – keeping your company Top Of Mind

4. Enabling you to establish a strong Loyalty program

5. Driving traffic to your site

There are some pitfalls to avoid. Email marketing can be tricky because you want to reach out regularly, but you do not want to over do it. Make sure your e-newsletters are pertinent to your audience. You also want to give recipients an easy way to opt-out with every communication, so they know they do not have to make a long term commitment.

Some of these key mistakes to avoid include:

1. Sending unsolicitated emails more than once. You never want to be viewed as SPAM. When sending your e-newsletter to someone for the first time, you may want to include a line that explains where you got their address and ask them to sign-up for future e-newsletters.

2. Sending poorly designed or written newsletter. Remember, every marketing piece is a reflection of your brand, including your e-newsletter.

3. Using your newsletter simply as a brag piece or an advertisement. It should include helpful information that recipients will benefit from.

4. Be sure to include a clear “call to action”, whether a request for feedback, link providing more detailed information or additional articles, or a coupon or discount offer.

5. Always include contact information and links to your web site and email.

There are some great web-based e-marketing services, but my favorite is ConstantContact.com. Their prices are low enough for the most budget conscience business and they offer all you need to get started – including FREE online tutorials and local seminars. I have learned a lot from both their site and their in-person trainings.

If you don’t have the time yourself, use Resource Nation’s business service directory and find online marketing experts that can help.

As a small business internet marketing consultant, I’m often confronted with some common misconceptions about online marketing. These misconceptions are often based on poor advice from consultants or web designers that my clients have spoken with in the past. Sometimes these misconceptions are a result of a poor experience or a misunderstanding.

Regardless of their source, these myths often keep small business owners from achieving success marketing online. I’m here to set the record straight.

Here are some common misconceptions about marketing and promoting your small business online: (more…)

These are difficult economic times that send shivers down the most optimistic entrepreneur’s spine, but there is a silver lining. It is during difficult financial times that the smartest, forward thinking companies rise to the top. The biggest challenge is to survive and the best way to do so is with a good plan.

Often times as sales decrease, the first thing companies cut is their marketing budgets, but in order to maintain or increase sales, it is important to have a strong market presence – keeping your company’s product or service out there and top of mind. That said it is possible to cut back on costs and increase outreach by developing a smart marketing strategy. Just having a good plan can save time, design and printing costs and cut down on waste.

For many a marketing plan may seem overwhelming or unnecessary. For some, when sales really slow, they feel a need just to do something; an ad or a direct mail piece, or some other marketing opportunity – taking a shot gun approach and hoping to hit something. In the end, this approach can be costly and ineffective. So make a plan, it can always be changed if it is not working. Here are some steps to make the process simpler:

To begin, first determine a marketing budget for the year. Depending on the profit margin of your product and service 2% - 5% of gross forecasted sales should be a minimum budget. If you have a high profit margin, you could increase that percentage a bit. If you do not have forecasted sales numbers, focus on a sales goal for the year.

Next, once you have that budget number, begin to divide up the amount by your marketing tactics. I recommend the following tools – collateral, web site, electronic and print advertising, direct mail, events, etc. When looking at these options, also keep in mind your target market and the mediums they respond to the best. Be sure you have a mix of tactics to ensure a solid “cross-media” strategy. If you find your budget is too tight to do all the items you would like, shift more of your budget to areas that offer a higher return on investment or allocate more of your budget to specific times of year which historically have provided better response rates. Build in a mechanism to track response to your marketing efforts. Web and e-marketing will have analytics built in, but just always asking, “How Did You Hear About Us?” is valuable information.

One tactic that should be included as a component in your marketing plan is a loyalty program. During a time when everyone will be reviewing their spending, customer loyalty is very important. It is easier and less costly to keep a customer than to get a new one. Service is a big part of loyalty, but special programs, deals and communication to your “regulars” will go a long way in keeping them. Plus, they will be the best source of referrals and viral marketing.

Finally, remember to review your plan throughout the year. Re-evalutate, look at actual sales vs. forecasted sales and adjust your budget numbers appropriately. Also, you should check to make sure you are getting the greatest return on investment (ROI) for each tactic you use. When one tactic out performs another, than you should shift dollars to increase the effectiveness, cutting out what does not work. Marketing methods are always changing, new markets open up, and technology is playing a greater role every day so try some new things too! Good luck.

Businesses looking to make inroads online could learn a great deal from the social networking employed by the Barack Obama campaign for President of the United States. Ever since he took on Hilary Clinton and won in a stunning upset once thought impossible by political pundits, Obama and his team (including 24-year-old Facebook co-founder Chris Hughes) have used social networking and online marketing techniques to mobilize their forces, get donations and spread the word about the candidate and his message.

In January, Obama set a record for donations in one month by raising a total of $32 million dollars, $28 million of which was raised online. From these $28 million in online contributions, 90% were under $100, with over 250,000 contributors (source). In February, Obama didn’t attend one single fundraiser and still managed to raise $55 million online.

How did the Obama team do it? Here are several key elements to the social networking aspect of the campaign.

The website. Obama’s official website (www.barackobama.com) has a strong social networking element. The site is filled with ways for supporters to share information and learn about speeches and gatherings in their area. After spending just a few minutes on the website, it is easy to see that it was created by professionals who understand the importance of interactivity and a strong user interface. With every piece of content comes the opportunity to make a donation.

The tools. The Obama website gives users a lot of options for customization. The site provides tools for supporters to hold their own meetings and fundraisers – setting the guidelines to help run the events, but allowing each individual to determine how much money they wish to ask for and the style of the event.

The email campaigns. At organized Obama events, supporters are only asked for an email address, not a donation. Those who sign up to be on the official Obama for President mailing list receive smart, highly coordinated emails several times a week. These emails are geo-targeted on many occasions to alert the individual about upcoming events in their area. The emails also have a personal feel, sporting a relaxed style of writing and are often penned by the candidate, his chiefs of staff or even his wife Michele.

Facebook, MySpace and Twitter. No politician has run for office during the heyday of the major social networking sites, but Obama really has no fear when it comes to using these entities to further his cause. Check into Facebook and you will find the official Obama group and thousands of like-minded groups. Get over to Twitter and you can follow every move the candidate makes as he crisscrosses the country. Even MySpace is filled with efforts to spread the word among voters who are likely taking part in their first election. The campaign understands the limited resources of young Americans, and asks for only small donations on these sites.

The access. Unlike his competitor John McCain, Barack Obama has been an active part of his online campaigns. He writes his own emails and creates exclusive videos just for his online supporters. The result is an immediacy and personal nature to his campaign that few candidates will ever match.

Whether or not Obama wins the presidency in November, he and his outstanding online marketing team have changed the way politicians reach out to the American public and generate funds for their campaign. By knowing the ins and outs of the most current, most popular forms of online marketing, he has set an example not only for future candidates, but businesses that want to target customers with pinpoint accuracy and build their brand online via email, website and social marketing techniques.

Many people have great ideas or amazing skills, but are intimidated mightily by the idea of starting their own business.  But starting a business is easier than you might think.  In fact, with the right information and motivation, you can start a business in one month.  Think that’s crazy?   The steps below show you how to make it happen!

Step #1:  Come up with a killer idea!

The ways in which individuals come to their great business ideas are as varied as snowflakes.  Some budding entrepreneurs nurture an idea for many years, tirelessly refining it along the way until the moment is absolutely perfect to release it to the world.  Other people are hit with a lightning bolt one day, and are ready to go right into business.  No matter how you and your idea come together, the one month plan starts right when your business idea is ready to go.

Tip:  A business coach can help turn the idea in your head into a reality.

Step #2: Learn about your market

The first month of your business’ life is the most important.   And one of the crucial first steps in the process involves researching the market in which you plan on doing business.   Take two days and study the competitive landscape.  During this period you should:

• Look at what your potential competitors are doing in terms of pricing, product or service offerings and marketing methods.
• Seek out opportunities that your competitors may be missing.  Are there demographics that are being underserved?  Is there an opportunity to price your products or services in such a way that it will open up NEW markets?
• Create a competitive analysis that you can use as a reference tool moving forward.

Tip:  Use Microsoft PowerPoint to create your competitive analysis.

Step #3: Create a business plan

After you’ve completed two days of competitive analysis, it is time to craft the most crucial part of your new business to this point – the business plan.  The business plan serves two purposes:  it explains to potential partners, investors and clients what your business is all about, and helps you form a clear plan for the first years of your business.

Tips from expert business plan writers

• Start with a clear, concise purpose statement.  Sum up your business in a short paragraph.
• Get into details.   Really use the business plan to show that you are well-versed in your chosen industry and know exactly what you hope to accomplish.
• Include detailed financial projections for the next three years.

Tip:  Hire a professional business plan writer who has experience working with small businesses and start ups.

Step #4: Get financing

Once the business plan is complete, it is time to focus on the capital that will get you off the ground.  For many people, obtaining financing is the most intimidating part of starting a business, but there are several sources for money that generate start up funds quick – and considering we’re getting your business up in just a month, time is of the essence!

Sources for obtaining financing include:  family and friends, business grants from the government, business loans at banks or other lending institutions and venture capitalists.  With the exception of family and friends, all these sources will be more likely to give you money if your business plan is an A-plus and your pitch is detailed, smart and enthusiastic.

Step #5:  Creating a legal business entity

While you are waiting for your financing to come through, make good use of the time by incorporating your business and turning it into a legal entity.

Becoming a legal entity is one of the smartest decisions that a business owner can make.  Legal entities such as S-Corps, C-Corps and LLCs help protect the business owner financially if anything were to go wrong with their business.   Say a business goes bankrupt.  If that happens to a legal entity, it is the business that owes the debt and not the individual.  This can protect your home and other investments if the unthinkable were to happen.

And the protection is not just bankruptcy related.  If an employee or customer is injured at your place of business, or feels that you have wronged them and wants to pursue legal action, the Corporation would pay the bills or any financial settlements.

Tip:  In most states, creating a legal business entity is a relatively easy process and can be completed in a matter of days.

Step #6:  Branding your business

Now it’s time to get to the fun stuff.  Branding is one of the most important, yet oft overlooked elements of building a business.  This is where you can really start to set your business apart from the crowd.  Logos, the “voice” of your message, and even the name of your business all should communicate what makes your company special – and explain to the customer (in a matter of seconds) why they need to be doing business with you.

TIP: We should be well into the second or third week of our one-month plan at this point, so if you don’t feel comfortable working with design and copy yourself, hire a professional who can do the job fast, creatively and most of all, cost effectively.

Step #7:  Crafting the Marketing Plan

After your business plan, the next most important document you will ever create is your marketing plan.  How you spend your precious marketing dollars can be the difference between success and failure.    Again, working with a marketing professional can be a wise investment.  These marketing pros make it their business to know what techniques work best with certain demographics, and know all the “tricks of the trade” when it comes to reaching them.

But whether you hire a professional, or give it a run on your own, consider the following types of marketing when allocating your budget.

• Offline marketing – Includes direct mail, flyers, print advertising in newspapers and magazines, radio, television, billboards and other forms of “traditional” media.
• Online marketing – It’s hard to imagine a business that is not currently investing some of its marketing spend into online efforts.  The major forms of online marketing include: website development, search engine optimization (SEO), pay-per-click advertising (PPC), email blasts, online newsletters, banner ads, blogs, viral marketing and social network marketing.

The beauty of online marketing, especially in terms of our one-month goal, is that it can be implemented and up and running fast!

Tip: If you choose an online marketing agency, they will work with you to pinpoint where, exactly, your potential customers “live” online, and begin developing campaigns to reach them at the exact moment they are looking for your product!

Step #8: Getting leads and selling your products or services

Now that the marketing plan is up and running, it is time to start converting your leads into sales.  Take a couple of days and refine your pitch.  Map out the benefits of your business and drill them down into “talking points” which will genuinely resonate with your target audience.

TIP: If you are having trouble generating quality leads, you can turn to a sales rep for some “instant offense.”  Sales representatives generally work for commission and know how to bring in business.

Step #9:  Finding the right employees

With so much to do, it is going to be difficult to do this on your own.  Hiring employees is the next logical step to growing your business.  Here are some tips for bringing in people who provide top returns on your investment:

• Understand your needs – Before you hire anyone, prioritize what you need the most, and go out in search of trustworthy, experienced individuals to fill those needs.
• Look for multi-faceted individuals – New businesses can benefit greatly from hiring individuals who wear a lot of different hats.
• Use all the online tools at your disposal – Monster.com, HotJobs.com and Craigslist have all made hiring employees easier than ever.  Just be sure to always check references and perform a thorough interview process.

Tip:  A corporate recruiter or headhunter can do all the legwork for you in your search for qualified employees.

And there you have it!  With good planning, total commitment and some seriously hard work, everything listed above will help you get your business up and running in about a month.  Be thoughtful and detail-oriented during these steps.  You are forming the foundation of your dream business, and the more you put into these core business processes on the front end, the more rewards you will enjoy down the line.

The Internet is still a work in progress, but most would agree that the handful of companies below made it what it is today. Review and discuss amongst yourselves!

1. America Online – Three little words started it all…You’ve got mail. AOL was the first true web-based email provider used on a grand scale, and also home to more content than any other web destination for the last few years of the 20th century. Time has not been kind to AOL (and neither has Time Warner for that matter!) but it will always remain one of the hallmark companies of the web’s infancy.
2. Yahoo! – Still chugging along over ten years after its birth, Yahoo! changed the way people found information online. The Yahoo! search engine was capable of bringing people to their destination quicker and more efficiently than anything else preceding it.



3. Google – The biggest, baddest web-based company on the block. Google is the 800 pound gorilla for a reason - their search technology reigns supreme and their targeted pay-per-click advertising mechanism has been a veritable license to print money for the past five years. Always looking for the next big thing, Google would appear to be riding high for the foreseeable future.
4. MySpace- The social pioneers showed the world the power of music, friendship and Tila Tequila. Purchased by Rupert Murdoch and Fox several years ago, MySpace continues to bring millions of young people and adults into its “circle of friends” every day, but the jury is still out as to how to monetize all the loyal users in any significant way.
5. Amazon – Changing the face of the web is one thing, but when you change the way people shop, that is truly something to behold. People thought Jeff Bezos was crazy when he said he wanted to sell every book on the planet (and more) but now Amazon has become a part of every reader’s (and shopper’s) life.



6. eBay – Everybody loves a garage sale or flea market, but until eBay came along, nobody had ever believed that the concept would fly online. Hundreds of millions of auctions later, eBay is the only game in town when it comes to bidding for new and used products in a completely user-defined environment. Together with Amazon, eBay created a community that held people accountable for the way they behaved online – another refreshing concept.
7. Facebook – A more mature version of MySpace, Facebook has hooked up millions of friends, relatives and co-workers using its sublime combination of updates, photos and groups. Like MySpace, Facebook is looking to capitalize on the loyalty of its users (and their data) but there is no denying their position as one of the biggest players on the web’s stage.
8. Mozilla – It takes a lot of guts to take on Microsoft, but Mozilla has managed to do it and build a tremendously loyal following in the process. The company’s Firefox browser is currently on its third version, and with each edition, gains more fans and followers who want something more out of their browser. Other companies have gone head to head with Microsoft, but few have done so as successfully as Mozilla.



9. Apple – While not a true Internet company, this list would be incomplete without mention of the folks who took the entire music industry and moved it online – saving the record label’s collective tails 99 cents at a time. Apple made the web a destination for music that people are actually willing to pay to own.
10. Napster – They let the peer-to-peer genie out of the bottle and created a whole heap of trouble in the process. Wherever you stand on the issue of file sharing and piracy, there is no denying that Sean Fanning and Napster were true web revolutionaries.