Google Small Business Online Marketing Guide - Manual (Page 5)

Learn about current customers
If you have a website, ask your current customers how
they found it. If not, ask them where they go online now.
This insight can help you focus your efforts.
Check out competitors
Just because a competitor is doing it doesn’t mean it
works – but it might. Reviewing what your competition is
doing can help you create your own unique approach.
Set a strategy
Taking the time to think through your plan before you begin
can dramatically improve your results. Choose one or two
tactics that work within your budget, make sense for your
audience and that you can commit the time to manage
effectively. Many successful online marketers take a “test
and refine” approach to get the greatest payback.
Track your results
Online marketing makes it easy to measure program
performance; take advantage of this by closely monitoring
the response to your marketing programs. Increase your
investment in the programs that work well and revise
components of programs that aren’t working as well as
you would like to see how your program improves.
5
Get
Informed
Improve
Performance
Track
Results
Set
Strategy
Narrow
Focus
The Small Business Online Marketing Guide
SPOTLIGHT
Twiddy &
Company Realtors
(www.twiddy.com)
in Duck, North
Carolina, wanted
to increase the
number of online
bookings for its
vacation properties.
Using search
advertising,
they increased
bookings 50%.