As a small business, we’ve been attending local networking events to start promoting ourselves. After the third or fourth event I noticed that one person in particular was at every singe one I had been to.
Kevin Gleave of Folsom Massage has made a name for himself locally by combining classic networking practices with modern inbound marketing strategies. He checks-in to events and places using Foursquare, he goes to tweet-ups, but he also interacts with local businesses, learns what they do, and helps them by referring them to his own personal contacts.
Instead of the normal Q&A format, I thought I’d let Kevin take it away and explain his local inbound marketing strategy.
What’s the Deal with Google Analytics?
Google Analytics is one of those things you probably see a lot of people writing about on the Internet and if you don’t use this tool for your own website, you might not completely understand what the big deal is. But trust me, it’s a big deal. Let me break it down for you…
5 Tips to Boost On-site SEO
Despite the importance of off-site search engine optimization (SEO) [blogging, forum commenting, link building and social networking], on-site SEO is just as, if not more important. Your on-site SEO materials are thoroughly crawled by spider engine bots that will decide where in the search engine pages to rank your URL.
What is A/B Testing?
A/B testing, also known as bucket testing or split testing is commonly used in marketing to compare website test samples in order to see what works best. Consider it a way to test the waters before fully launching your website. Major websites that evolved out of A/B testings include Amazon, Google, Playdom (Disney Interactive) and Zynga.
Amazon is a great example of utilizing A/B testing. Their designers make frequent changes to their site, sometimes even several times per day based upon the flow of traffic and what colors and images work the best during continuous testing.
There are a number online tools that you can use to conduct A/B testing. One of the most popular is Google’s Website Optimizer. It is a free tool that gives a webmaster the ability to use javascript commands to send traffic to two different websites. Once you get some traffic to both sites, you can analyze the results to figure out which version works better.
How Marketing Affects Your Project Scope
Marketing, as you may have already noticed, is a multi-step process, part of which is doing thorough market research. It affects your project scope when you find after surveying that your project scope needs to be adjusted. A project scope that may have originally seemed as easy as ABC, has now become much more complex. Revealing information about customer preferences or trends can easily alter the trajectory of your needs in small or big ways.
It is not uncommon at all to do some market research and discover that you need more time to develop more tools to help customers convert to memberships or buy from your site.
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