Yesterday, I had the privilege of attending a digital marketing panel discussion entitled “Union County Means Business: Think Globally, Act Locally”. The presenters were United States Senator Cory Booker, Kristina Hahn, Head of Consumer Package Goods for Google, and Stan Robertson, Jr., CEO of SHR Marketing, LLC. Tara Dowdell, an accomplished business and political strategist, moderated the discussion. I am happy to share some of the digital marketing tips learned from these experts.
- Digital marketing is essential to every businessperson. Make sure you have a profile on LinkedIn. Even if you do not have a webpage highlighting your company, make sure to take advantage of some of Google’s free products. Start with Google My Business. This gives you the opportunity to connect directly with your customers. Nothing is more frustrating than attempting to locate a business without success.
- If you are selling a product or service, offer a secure place for clients to checkout. Do your best to include price lists, so that prospective buyers are not moving away from your page. If you are new to online sales, think mobile. Smart phones secure the most internet business. Remember, unlike the mall, the internet never closes. Think globally as far as your marketing plan. Make the user experience easy and make the process flow.
- Come up with a strategy that will attract the audience that most fits your business. Focus. Focus. Focus. Pick a niche. The problem with being a generalist is that no one considers you a specialist. Marketing is an essential part of your business plan.
- Take advantage of Google analytics to understand your results. Metrics mean a lot in all areas of internet content. Remember that Brand is what people say when you are not in the room. Eighty percent of your business will come from twenty percent of your customers.
- Create email lists, but use them wisely. Consider retaining experts to send out your email so you are not accused of spam violations.
- Monitor social media and participate in it. Booker told a story which originated when he was Newark’s Mayor. As he was sending out communications regarding Hurricane Sandy, when some young fellow thought he were funny, and tweeted a request for Hot Pockets. Booker told the man it appeared to be a dilemma he could handle himself. Hot Pockets thought otherwise. They saw the tweet and sent out $1000 in coupons for complimentary Hot Pockets. Be available to help when you can.