Online Marketing Tips for 2010

1. Digital Moms

Razorfish and CafeMom recently teamed up to publish a two-part article that explores the online behaviors of mothers. Here is what you need to know:

a. Moms are fully embracing Social Media and Web 2.0. They email, text message, chat, Facebook, play games and are active searchers on the web.

b. Tailor your content to help them communicate with you.

c. Understand that a “One-size-fits-all” approach may not work. Each mom has different needs depending on how old their children are.

d. Learn more about the challenges these moms face. Address them. Make it easier for them to get information to help their children.

e. Take part of the chatter. Join in the conversations. Listen. Have the right tools to tune in and target your products to better serve the immediate need.

f. Each mom has different buying behaviour. They are in different places along the purchase cycle. Address each person on a personal level rather than mass-communicate.



2. Virtual Coupons.

Very similar to eCards online and virtual coupon is a gift that is sent online. It is becoming very big in Japan and starting to make its way to North America as well. How it works and what you need to know:

a. Create discount coupons and distribute them thru the right channels.

b. Have different coupons for different customer demo- and psychographics.

c. Have fun with the coupons. Create a coupon that you – yourself would use.

d. Measure and track everything.

e. Target holidays and major events.

f. Don’t be afraid to test various ideas.

g. Give away freebies too.

h. Don’t be too much of a cheesy sales guy. Everything you do online is transparent.


3. Eco communities

a. Use “green” or environmentally friendly products and ingredients – tell people you do

b. Help with social commitments and support a “Green lifestyle”.

c. Create online communities that support your products and help your users and give them value. Tag along other online communities that you think your users will appreciate.


4. Helping rather than selling

a. Become a business that people want to do business with. Give away value. Give away information. Be different and honest.

b. Don’t always look for that immediate sale. Think long term.

c. Do be careful of how much information you give. Be mindful there are always people who will nickel and dime you.

d. Use your website and other networking tools to engage your users. LinkedIn is a great way to help people but don’t be a cheesy sales guy. Remember that transparency is everything online. Help people where you know 100% that your advice is truly helpful.



5. ROI before Branding

a. Ensure your web site is optimized to the fullest extent. Every user you get should get maximum attention to convert them.

b. Use multivariable testing strategies to ensure your site and landing pages are effective

c. Leverage SEM to the latest tactics to drive the right traffic, at the right cost to the right product sales page.

d. Calculate everything to find out the ROI.

e. Hire the right people. Just like you don’t want your customers to nickel and dime your business, you shouldn’t nickel and dime your own business. Hire the right people and you will see great results.