08 Undertake Marketing Activities

Marketing Plan in action 1

This is the doing part of your marketing plan. It goes into more detail about your marketing messages and how you expect to deliver it to customers.

Finding Digital Marketing Help

You’ll find at this stage of the process that you may need the services of a:

  • graphic designer,
  • website designer,
  • copy writer,
  • PR person and many more.

We’ll demonstrate how you can achieve this utilising the latest in technology and the Internet to get crowd-sourced talent from all over the world. You can even find people who’ll help show you how your brand can be presented.

How to Write and What to Offer

Website Landing Pages

A typical website has several landing pages that normally relate to the different products or service categories that business sells. They are specific pages which answer the need of customers who are searching for that particular category, but not all customers are ready to buy when they visit your site.

The ideal landing page allows all type of website visitors to get something of value and you need to consider that your website visitors are all at various stages of the buying cycle or what is commonly now known as the sales and marketing funnel.

SEO (Search Engine Optimisation) for website landing pages

They key element in SEO is keywords and Keyphrases for your business and the services it provides. An example we use in our Marketing Courses are:

  • Real Estate Agent / Mortgage Broker
  • Asbestos Removal & demolition
  • Electrician
  • Air Conditioning supply and install business
  • Bottled water business
  • Bookkeeper, BAS Agent and Accountants

Each of these organisations provide very specific services and you can read about those services at their websites or social media profiles.

You’ll choose keywords and keyphrases that are “relevant” to the business. You can “optimise” categories to increase your “relevance” to search engines like Google, Yahoo and Bing and if there is good information at your website (ie. good content) then Google will show your information above others in your same industry.

The purpose of a BLOG is to have regular new content, which is optimised for keywords as well as relevant and interesting to people who are interested in the products and services you offer and the purpose of each blog post is to link to one of your landing pages.

The Visitors Journey

This is the most important part because it affects MOST of the visitors to your site. These people are researching before they buy and may make a buying decision in the next week or 6 months depending on their circumstances or finances or the nature of your services.

You’ll learn how to give website visitors the option for buying now or engaging with you as well as how to give them information to explore your business further. You’ll also want a way to stay “front of mind” so you’re the logical choice when they are ready to act.

Image Marketing & Keywords with Images & Galleries

Images, charts, graphics and video are part of most website landing pages as well as posts and they can be optimised using the keywords of your SEO marketing strategy.

Some larger companies have a graphic designer and/or a photographer who can produce images specifically for their business but you may want to do some simple image editing to change the size of images or simply put some text or other effect in them.

  • Finding Professional images for featured slider
  • Image pixel size
  • Getting professional images for your website
  • Image file details
  • Changing the Canvas size and offset to scale image size
  • Scaling the image down
  • Inserting Featured images into Pages – note about bmp, tiff, jpeg, gif and png formats

Call to Action

Without a call to action your website visitors will just pass by your site, no matter how graphically beautiful it is, and move onto the next person who gives them a way to connect or a reason to engage. You’ll explore some of the options available.

Success Pages

One of the original features about digital marketing was that you could measure what worked and that is still valid today. Success pages are part of an engagement strategy to show potential customers that you are aware of their needs at every stage but they also provide a great way to measuring how many people have followed your Call-to-Action.

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What To Advertise and What To Do

The doing part of marketing is like telling a story and in that story you need to explain to your customers that you understand what they need and demonstrate to them why your product will satisfy their need. Sometimes it can happen using testimonials, sometimes Q&A’s help, sometimes case studies can reveal an example of what a customer is going through.

Marketing Plan in action - eye flow

When you start implementing your marketing plan you will do better when you understand how visitors view websites, how to structure your writing to headline the important “keywords” and then use simple text tools like bullets, indents and quotes to get your message across.

These are simple concepts, but you might be surprised how few small business people use them.

What you’ll learn:

  • How to write a compelling ad
  • Following up after an ad enquiry
  • Reasons to follow up with prospects (Income Pipeline)
  • Listing your ad on Marketplaces & Directories
  • Stay relevant & competitive by refreshing your ad
  • How To qualifying prospects
  • Sales Pipeline and rapport building
  • Pre-Sales Customer Service – How to engage prospects and build an income pipeline
  • How to find out why prospect are not ready to buy
  • Find clients by solving their problems
  • Referral Networks and how to get reciprocal Leads
  • Online Customer Service via Website Chat (endorsed by Australian Federal Government)
  • How to create extra money making opportunities
  • When to work for low fees or even FREE (only if you have to)
  • How to earn Income with Affiliate Marketing (like the Career Academy)
  • Why would someone call you to work for them?

Although there are many possible marketing activities, we focus on writing the brief for advertising copy, with a call to action. You will create at least one for your business and go through the process of speaking with prospects when they make contact with you.

Discussions will cover, keywords, seo activities, lead capture and call-to-action. You’ll also learn what questions to ask prospects and how to recommend your own products and services to them.

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Subject 9: Monitor and Manage Small Business Operations

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