Online marketing has two goals: engage and convert. The social side of the Internet encourages engagement, the search side focuses more on user intent and ultimately conversion of that intent into a sale.
Business Name, Phone, Domain Name - must NEVER change; core of SMBs online identity and enables allows branding and promotion; pick them well
All Usernames & Passwords - manage your digital equity and eep track of all your passwords in a secure manner.
Website - focal point for links and online presence, is the key helping users locate/search, prospect to get emails and info, and ultimately to convert
N.A.P. - local ecosystem uses these basic identifiers to keep track of business listing and identity. Changing them risks confusing directories and SE's.
Seed N.A.P. - at the top of the local ecosystem in the US is a small number of list mgmt companies, InfoGROUP, Localeze & Axciom, that provide baseline and enhanced data to nearly every directory, search engine, check in and social place service on the internet. Seeding the right information to these upstream data providers is critical for achieving an accurate representation of your business
Claim Directory Listings - the Local Ecosystem is fragmented. Ensure SMB listing is accurate at the most prominent directories allows the business to leverage the SEO of each directory and reinforces the SMB listing in Google.
Directories - local is still a fragmented environment with new and older directory based services offering more social elements like reviews, check-ins and deals to retain and attract readers. The SMBs presence there captures some eyeballs and also reinforces your presence elsewhere on the web.
Testimonials - classic tactic to engage customer activities of a business. Repurposing this content on the SMB website adds credibility and provides recognition to customers
Email & Client List - email is key communication tool and proven way to stay in touch with prospects and customers. It is low cost but high touch, provides a personal marketing channel. This info should be backed up.
Places - major search engines view the SMB Place page as search engine property, not the property of the business. Google, for example, will surface any info about the business on the Places Page that Google thinks is relevant to the searcher (i.e. a competing businesses). The SMB needs to enhance this content with the understanding that the reader should be encouraged to call, come to their location or visit their website. Only then do they become the SMB's customer and not Google's reader.
Citations & Links - effectively the votes upon which the search engines decide the prominence and rank of a business. They are traditional key elements in long -term marketing programs to increase visibility of the business's website/blog.
Blog - platform to set record straight and establish authority for proactive reputation mgmt. A blog should be located at the same location as the domain. Blog entries build out relevant content to attract links, and to encourage engagement to occur on your property, not someone else's.
Blog Comments - readers can enhance and improve on your content, builds SEO authority, and can expand the depth and engagement of the blog writing.
Owner Review Responses - SMB review responses are important, particularly for negative reviews. Be positive. This also helps with search equity
Claim Social ID's & Brand - if a business does not have time to manage all social sites, SMB should minimally claim brand to prevent squatting.
Reviews - have both search and social elements. They're used by SE's as ranking factors and provide credibility for the business. Note - they are outside control of SMB. If possible, reply to the reviews in positive manner.
Check In Services - A social tool for visitor loyalty and provide a direct way of communicating offers and deals. 4square, gowalla, Facebook places, etc
Business to Business Social Web - to build business relationships and perception of expertise. But like all social, change can lead to loss of control. Don't over invest
Social Web -to engage existing &new clients, build relationships and provide exposure. It is an opportunity to instill confidence and trust. The Social Web is best used to bring clients back to the SMB site or blog. MySpace or AOL can go away and so then does your equity.
Events, Facebook Ads, Daily Deals / Coupons, Ad Words, Boost - to highlight a business to drive engagement, traffic and conversions. They can compliment search and social efforts by exposing your short -term promotions and longer term marketing efforts to new audiences.
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