I met John Arnold at a conference in Phoenix about 2 years ago, and was impressed with his approach to marketing. He could take large concepts and make them not only understandable, but important for small business people.
In “10 Online Marketing Trends for 2010“, John talks about how to allocate your small business budget to maximize return on investment and minimize the risks of a low or negative return by analyzing the top 10 internet marketing trends for 2010 and telling you how (or whether) to use this trend in your business.
Lots of insightful comments – and a good look at the upcoming year. As I read it, I kept finding myself nodding my head – not only do I agree with what John Arnold is saying, I’ve experienced much of what he has written.
There are only a couple of things more that I’d add – not only should you invest in a website and market it as written in Arnold’s article, you need to also market it outside of the internet. Every piece of literature, every business card, everything needs to have your website on it (don’t forget your signatures in your email – make sure it’s a live link.)
Secondly, if you are a small business, market locally. Don’t be afraid to develop partnerships that work. Focus online advertising in local publications. Make sure that your advertising isn’t simply a banner ad somewhere, get copy printed, too. For example, (here’s the shameless plug) at Prescott eNews, we encourage you to offer content for publication as part of your advertising package.
And finally, be sure to develop a strategy to your marketing investments. Make sure you find marketing consultants that are internet-savvy, and can think beyond print ads and tv commercials. For example, if you create a commercial for TV, can you reuse that video elsewhere, such as on your website? Here I go, bringing up Prescott eNews again, but we’re willing to help you publish that piece of video as part of your advertising package.
And, I have to say, of all the people I know, Larry is probably the most internet-savvy consultant in the Quad-city area. He’s got terrific advice and is willing to think outside the box.
So, follow Larry’s advice and read John Arnold’s article – it’s very insightful. I’d suggest you especially pay attention to Trend #6. And if you don’t have a website, get one NOW.
Lynne LaMaster