Internet marketing represents a new and sometimes intimidating set of strategies and tactics for small business owners; but, the opportunities are vast for those willing to embrace this new way of marketing. The Wausau Chamber of Commerce and Rasmussen College Wausau Campus understand this trend and, as a result, invited me to provide an overview of Internet marketing strategies and tactics to business owners as a part of the Chamber's Small Business Week.
The presentation occurred on April 28, 2011 at the Westwood Conference Center in Wausau, Wisconsin. Here you'll find a brief recap and the slides from the event. In a few days you'll also see a full rebroadcast of the event on the Rasmussen College School of Business blog.
In the first part of the presentation, I talked about the shifting landscape of media. Consumers have options for entertainment now more than ever. As a result, companies need to do more than simply advertise on TV, radio, and in print. Effective marketing now requires an acknowledgement of important new currencies in business:
Understanding attention, trust, and permission are the first steps in an effective Internet marketing strategy. From there, it's tempting to dive right in to the many free and low-cost tools and tactics of Internet marketing; but, understanding the principles of Internet marketing - also referred to as inbound marketing - is an important first step that many skip. These five inbound marketing principles are important to understand before working on specific tactics:
After exploring the principles of inbound marketing, we shifted gears and began exploring specific tactics with each marketing channel. Every inbound marketing tactic is different and supports one or more inbound marketing principle. It's important for small business owners to keep the principles in mind and then begin selecting tactics such as:
- Social media
- Search engines
- Web analytics
- And much, much more
Finally, the presentation wrapped up with some data on the adoption of inbound marketing strategies by small businesses. Around 40 percent of small businesses still don't have websites. Not seeing the need for a website and the perceived costs remain the two largest barriers to entry. The data from the presentation should make it clear to small business owners that Internet marketing is both necessary and cost effective.
The Wausau Chamber of Commerce's Small Business Week was a great success. Rasmussen College was proud to be a sponsor of activities. I personally was honored to be able to present on Internet marketing. The slides from the event are embedded below. Feel free to share them with anyone who wasn't able to make the event or to reference them for future use.