(you can) Get By With a Little Help from MY Friends (and their digital marketing tips)
If you’re a small business owner, you need the best digital marketing tools you can find. You know the isolation and overwhelm you sometimes feel when you face the daunting task of MARKETING YOUR BUSINESS (doesn’t your website just seem to shout that at you sometimes?).
That’s why I put this compilation of Online Digital Marketing Tips and Tools together. I was talking with Ed Reese, a friend of mine who does usability testing for some really big companies, and I suddenly had a flash of insight: I actually know some REALLY knowledgeable people in the digital marketing field, and their insight would most likely help just about any small business owner.
5 Marketing Tips from 5 Pros (with a bonus).
This will cover some different areas:
- Usability Testing (where are the pain points on your website?)
- Conversion Rate Optimization (how many times do your visitors do what you want them to do?)
- Video Marketing Tips (if you’re not using Video Marketing, you should be!)
- Email Marketing Tools
- Digital Marketing Tools Round Up
Okay, let’s get started.
Usability Testing (also known as A/B Testing)
Ed Reese is a Usability Testing specialist in the Spokane Washington area, and does some really great work for large companies.
“I’m not a large company, though; I’m a small business”, you say. How can high level Usability Testing help a small website?
Great question. Ed’s got the answer.
His blog has a great round up post with 5 affordable Usability Testing options that should help any small business. It’s great advice. You should take it. See, it doesn’t matter how much SEO you do. If your site’s usability is bad, all that effort is wasted.
Starting around 2015 and progressing to now, Google has dramatically increased the importance of User Experience (UX) as a ranking factor. Site speed and mobile optimization are just two of the many aspects of usability they assess, and this will only increase. The rise of semantic search, culminating with the BERT update in the fall of 2019, is the culmination of their emphasis on user experience. If you have not put this at the center of your SEO efforts, you’re failing.
Google Adwords, The Most Powerful Tool for Small Business Marketing?
Adwords is perhaps the most misunderstood, and thus the most underutilized, digital marketing tool in existence. There. I said it. You can quote me if you wish.
There might not be an easier way to waste $5,000 (when you do it wrong).
Of course, what makes it so underutilized is that it CAN be the most powerful tool in your arsenal for getting traffic and sales.
You need an Adwords Hero, and Steve Huskey is that hero.
I’m linking here to a short Q&A he did on Google Adwords. If you have more questions (and you should), contact him on his website.
For the purposes of this article, the sheer raft of data you get from Keyword Planner and the monthly data from the dashboard is worth every penny. Even if you just spend a little, you can leverage the knowledge you receive into value for any other marketing effort you use, online or off.
That’s a real lab coat.
Conversion Rate Optimization
Conversion Rate Optimization is the science (more on this later) of measuring and optimizing elements on your website to maximize the possibility that your site visitor (read “Prospect”) will do what you want them to do on that page.
Brian Massey has made a career out of knocking the ball out of the park in CRO. He’s called “The Conversion Scientist” for a reason, and has the lab coat to prove it.
Check out this blog post on “How To Write An Author Bio: 7 Byline Examples Turning Readers Into Leads”
If you’re not on the Video Marketing Train, you should buy a ticket. FAST. (See how I kept the metaphor consistent?)
I’ve assembled a full page on this topic (linked above)., and I hope you find it helpful.
In short, Video Marketing is powerful because of a few reasons. First, a certain portion of your demo will only watch video. You can spend time and energy railing against “them whippersnappers”, or you can just go ahead and supply some video content.
Next, video offers support in a key part of the Sales Process; Presentation and Demonstration (the 3rd and 4th steps in my 5 Steps of the Sale). You are able to clearly present your solution to your prospect’s problem, and then clearly demonstrate how that solution solves the problem, and how your prospect will feel during that process.
You can actually use video anywhere in the process, and even after, with testimonials. There may not be a more versatile digital marketing tool.
Pat Flynn’s 5 Email Tools for Small Business Owners
Pat Flynn is an Online Marketing heavyweight, and not only tests everything he does, but he also shares everything he learns. This list of 5 Email Marketing Tools is no different. If he says it’s good, you can take that to the bank.
Oh yeah, this is a podcast, too! You can use the links here on that page to check it out, and I highly recommend it.
I often say that Pat Flynn gives away more knowledge than anyone on the internet, and this list is a great example of that!
My Favorite Digital Marketing Tools
I’m gratuitously including myself in this list, but only to talk about my favorite online marketing tools. This post is where I link to all my favorites. As you can imagine, it’s always growing as I find new and fascinating tools that I can share with you. Enjoy!
(I also put together a list of Free Digital Marketing and SEO Resources Here)
Hopefully this list of Marketing Experts’ advice has helped you. If you have any questions, you can reach out to me or go straight to their websites.