I'm Robin Waite, author of a number one best-selling book, Online Business Startup.
And I'm doing a series of videos about growing your business through business, onlineand marketing strategy.
(dramatic instrumental music) So this afternoon I'm gonna give you my top six tips for creating a simple online marketing strategy.
My first tip is to make use of all of the masses of free web applications which are available out there.
And when I say 'all of them', I say focus specifically on Google, because Google has spentbillions of dollars developing a range of different apps, which are all geared around kind of growing your business andshouting about what you do.
So, Google takes about 90% of the search engine traffic across all of the search engines.
This is particularly in the UK.
So it only makes sense that there is no coincidencethat if you're making use of Google's other apps, thatit might actually boost your organic search engine ranking.
So, there are things which you can do, like use Google Maps and Google Places or Google for Business.
Those all allow– tools all allow you to createa profile for your business, upload your logo, uploadyour contact details, opening hours, put a brief description about your business in there, and send the link back to your website.
You can use Google Analytics to analyse how much traffic iscoming through your site and set up Goal Conversions, for example.
And also I've discoveredthat Google Analytics is quite a nice quick, easy way of getting new pages on your website listed within its organic search engine index.
So if you've got GoogleAnalytics installed on your site, all you've got to dois browse to that page once it goes live.
And Google, after a couple of days, will automatically pick up that page and add it into its index.
And also as another great web tool, which Google's created calledGoogle Webmaster Tools.
You may have come acrossif you're using Analytics something called the'Not Provided' keyword in your list of– It's probably at the topof your list of keywords that people are puttinginto the search engines to find your website.
And 'Not Provided' basically means that it's hidden behind a secure certificate.
So when you put in a search into Google and you're logged into Google's, Google Chrome for example, it does all of that securely.
And so then when you search for a– and end up on a website, that search keyword isn'tpassed to that website because it goes through a secure layer.
What Google Webmaster Toolsdoes is it acts before, and you go through to your website, and it gives you a list of those keywords.
So using Analytics andWebmaster Tools together is a really great way of just analysing what key words people areactually searching for and landing on your website.
So, my second tip is to use all of thevarious social media tools, for example, to completeyour online business profile.
So, the big four: We've got Google Plus,Facebook, LinkedIn and Twitter.
Definitely get out, evenif you're not intending to use them, at least get out there like– And these, these are toolswhich people have spent billions of dollars on creating, and they're all out therefor you to use for free.
The key thing is that you can put your business name on there and a link back to your website.
And even if you don'tpost tweets regularly or post status updateson Facebook regularly, just having those profiles, that is going to raise yourprofile and your page rank, because they're all freelinks back to your website.
And there are tonnes, there are hundreds of different social mediaapplications out there beyond the big four.
Use as many as are actuallyapplicable to your business.
So, for example, if yourbusiness is very, like, image-led, if you're aphotographer, for example, you could be making use of things like Instagram and Flickr.
If you're design-led and creative you could look at Dribbble and Instagram again isappropriate for that.
So make sure the social mediaprofiles you're setting up are appropriate for your business.
Equally, again they're free tools, and other people do use them, so it might be that if you don't use, have a LinkedIn profile you're missing out on a good opportunity to network with other local businessowners in your area.
So it's a good way for othercustomers to find you online.
So, do your best tomake use of all of those different social media platforms, and then just make sure that you do update them regularly, there will be other people and other business owners using them.
So, even if you do not believe in it, you might see an opportunity there that you didn't realise before.
My third tip is: make sure you create a fantastic onlineportfolio for your business, and then get reviews.
Again, Google is startingto build on this element of social review into its page ranks.
So make sure that you're getting reviews on things like Facebook andGoogle Plus, for example.
You can also use otherreview tools like Trustpilot.
What it does is itshowcases your capabilities and your best work on your website and it attracts leads back to you.
So that hopefully, if yourcompetitors aren't doing this, it's gonna make you standout above your competitors.
And the more reviews that you get on those three tools whichI mentioned just now, then the higher up you're likely to be on Google's organic rankings.
Ultimately what those organicrankings are gonna mean is more traffic to your siteand hopefully more sales.
So it kind of makes logical sense that you want to be gettingreviews and testimonials and publishing them in asmany places as possible.
What this also does is whensomebody lands on your website or sees those reviews, it just builds trustwith potential customers.
My fourth tip is to share your knowledge and share your know-how.
A lot of people hold backfrom sharing their IP because they think thatsomebody's gonna steal it.
And what exactly are you afraid of? If you think that somebody'sgonna steal your ideas, you're afraid that they'regonna do it better than you, the likelihood is they probably can.
So by sharing your know-how, it presents yourself as anexpert within your field, and ultimately what it will do is it will draw customers to you.
Because your customers– Sorry, not your customers– Your competitors aren'tlikely to be giving away free information.
This again makes youstand out from the crowd.
And it just builds up that level of trust.
Don't be afraid to giveaway free advice to people, whether you meet them,if you're doing blogging, if you wanna chuck stuff up onto YouTube, give away free advice.
What it does, it just demonstrates that you're an honest person who just wants to help other people, help your customers and what'll happen is it'll encourage referrals back to you.
And the likelihood is that, you know, you're probably very good at what you do and even if you give away your know-how, either your competitorsor potential customers, they're not gonna be ableto replicate your methods and implement it as wellas you actually could.
My fifth tip is to, good to move away from the organic side of things but perhaps invest in some paid-for online marketing.
PPC is a good way of kind of bolstering your organic advertisingthat's going on already.
And when you've gotparticularly quiet periods you could invest a bit of money in PPC to drive extra traffic to your website.
And you could look attools like Retargeting, which sits inside Google AdWords, as a way of re-engagingpotential customers who have displayed aninterest in your products through your website.
They've left the site, andthen it's a bit creepy, but you put a pixel on their computer and you follow themaround, they see your ad.
And then they realisethey've made a mistake, and back to your website, and that's where they end upbuying your products from.
So, retargeting is really important.
And then, finally, youwant to hire professionals for anything that you feelyou can't do well yourself.
So, you see a lot ofpeople trying to manage, like Google AdWords campaign and just spanking loadsof money on Google adverts and then wondering why it's all gone wrong and why they've wasted their money.
And it's because there areactually experts out there who do Google PPC advertising,Facebook advertising and things like that, and yes you have to pay for them, but it's what you get back in return.
They are experts in their field and will probably have a much better idea about how to make the most ofthe niche you're targeting.
And they'll just save you money, and a lot of them will have guarantees, so that if they haven'tgenerated the leads which they've said they'regonna generate for you, within a certain specified amount of time, you don't actually have to pay them.
So, find somebody who ison a commission-only basis in order to drive trafficback to your website.
So, to summarise those key points.
Tip number one: Make use of all the free web applications that are out there,especially the Google ones, because it will help your page rank.
Tip number two: Make sure you complete all of the online business profiles throughsocial media tools which are available.
Tip number three: Create an online portfolio, get reviews; that social proof is invaluable.
Make sure that you're sharing knowledge in amongst your peers andto potential customers.
Invest in some paid-foronline marketing as well: Google PPC, FacebookAdvertising, for example.
And finally, make sure thatyou're hiring professionals for anything that you're not competent at.
So, hopefully, youfound some of those tips really helpful and enjoyable.
If you want to know more, then go to my website:onlinebusinessstartup.
And if you haven'talready, I've got a book.
Head on over to Amazon.
It's called Online Business Startup.
(dramatic instrumental music) So thanks once againfor watching the video.
I hope you found some of the tips helpful.
And if you've got any questions then please do leave some comments in the boxes below the video.
If you want to be informed about any future videos which I upload, then please click here to subscribe.
And then finally, if you haven't already, head on over to Amazonusing this button just here to buy the book, Online Business Startup.
Thanks for watching.
I'm Robin Waite.