Online Marketing Expert Series: What Should Small Business Owners Focus on in 2012?

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This is the second post in a four part series about marketing your small business online. We asked several marketing experts about what activities business owners should focus on in 2012 for maximum growth in their business. Today we’re spotlighting Allen Gibson‘s answers.

What Marketing Activities Should Small Business Owners Focus On?

Good question! And, of course, there’s no simple answer that will apply to everyone. Where to focus has to be a product of what am I trying to achieve, which needs to be broken down in to specific “what do I want them to do next” activities.

What Action Do You Want People to Take Next?

I tell my clients that generally, the most you can hope for from an ad is that the viewer takes ONE action; be that a click on a link, a like, a phone call, etc. And if that one action leads to a roadblock­ a dead link, a failed connection, a busy signal, then Sphhffft, your marketing just died.

Of course, that’s an extreme position to take. But I believe in today’s overcrowded, oversold, over-marketed world it’s a necessary position. So, if you are a reasonably successful company, with an established website and Facebook presence, the thing I would recommend you focus on in 2012 is this:

HOW DO WE MAKE THE CUSTOMER’S PATH TO PURCHASE EASIER, FASTER, MORE FUN, MORE EFFICIENT. BETTER?

Can we complete the sale with fewer clicks? Automate our quote process? Make saying “Yes” easier? How about offering an electronic signature process? Live customer service? Free gift with purchase?

Make Sure it’s Straight-Forward and Easy to Understand

I don’t know about you, but I find that if online shopping isn’t very straight-forward, simple to understand, and easy to complete the transaction, I go away! If I have to work to understand your path to purchase…I get annoyed.

And your marketing just died.

About Allen Gibson

Allen Gibson owns StarMedia Services, a marketing communications agency in Southern Alberta, Canada. You can also find Allen on Twitter @starmediaguy

NEXT: Facebook Expert Explains What’s New in 2012 and What Business Owners Should Focus On

Facebook will reach 143.4 million US users in 2012, up 8.2% from 132.5 million in 2011 according to HubSpot. Melanie Nelson, author of Facebook All-In-One for Dummies, answers what small business owners should focus on. Read more ›

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