Web Based Marketing

About Dayton SCORE
www.score.org daytonscore.org

SCORE supports small business by:

• Providing mentoring and training to those
 Preparing to start up a business
 To existing small business owners
 Wanting to grow
 Needing to improve performance
• Mentoring is “free and forever”
• Seminars are at no, or a nominal charge

Visit - www.daytonscore.org to find out more

Welcome . . .
Dayton SCORE Workshop

In today’s volatile business climate
challenges are often served up fast Advantage
and furious . . . SCORE

Whether you are winning in business,
struggling or just starting out,
Dayton SCORE can provide a
competitive ADVANTAGE through
valuable business educational
workshops like this . . .

Introduction To Web
Based Marketing

Workshop Guidelines


• Hear About SCORE
• Hear About This Event
• Please Sign-in
• Pick-up a handout package
• Name-tag/table Tent
• Pick-up applicable brochures
• Turn off cell phones
• Engage in the session
• Restroom Break (if needed)
• Seminar Evaluation

Bob Carlson


Business Side Experience
•40+ years of business experience
•Expertise in
 Information Technology
 Strategic Planning
 Program Management
 Internet and Intranet Design
•Education
 BS Engineering
 MS Logistics Management

Art Helmstetter


• Experience:
 Business Marketing and Sales
 Strategic Planning
 Service business Development

• Started two small businesses

• Grew two businesses from 0 to $25 million

• 35 years - business & management experience

• Education and Registration:
 MBA, BS & MS Engineering,
 Registered Professional Engineer

Name Tag or Table Tent


• Name
John
• Organization ABC Company
Vice President

• Position John
ABC Company
• Subject Vice President
Expertise

• Workshop
Objectives
Let’s Get Started


Introduction to
Web-Based Marketing
… 4 Steps to Low Cost Marketing

Workshop Overview

• Marketing 101
• Where digital marketing fits
• Elements of digital marketing
• Planning a website
• Building a website
• Search Engine Optimization
• Use of Social Media
• Next Steps to Execution

What You Should Learn

1. How digital marketing fits into your business
2. The ELEMENTS of digital marketing
3. The SPECIFIC purpose of your website
4. COST to create and maintain a website
5. How to ATTRACT CUSTOMERS to your website
and ENGAGE CUSTOMERS
6. Including SOCIAL MEDIA in marketing
7. MEASURING PERFORMANCE of your digital
marketing

Marketing 101

Your business plan MUST answer these questions
and define HOW you will do it.

Who You Sell To?

How You Beat
Competition?

How You Make Profits?

If you don’t answer these questions, don’t bother

Marketing and the
Role of Digital Marketing

Mass Media TV, Radio, Print
Digital and Web Based
Location & Face to Face
Promotions & Packaging

Use Both Inbound and
Outbound Marketing

Interaction of methods

Integrate marketing
elements

Digital Marketing is A
Numbers Game

Why Digital is Important?

Where You Need to Be
In Digital

Why Digital Is Good For
Small Companies

1. It is low cost
2. It is scalable and national/global
3. Quality is economical – you look big
4. It can be highly targeted
5. It is real time
6. Results are easily measurable
7. It can be personal and one-to-one

The Web Fits between Mass
Media and Face to face Contact

• Companies can use the Web to capture some of the
benefits of personal contact, yet avoid some of the
costs inherent in FTF customer management
• Trust is often related to proximity

STEP 1. Putting The Pieces
Together: Website Development

• Planning for the Site
• Acquiring the Site
• Website Optimization
• Social Media

Decide Your Site’s Purpose


Typical uses:
• Build awareness of your brand and products
 online brochure

• Distribute information that saves staff resources
 hours, location, services

• Build relationships and get visitor identity information
 offer a newsletter or free report in exchange for an email
address
 Provide social media buttons for twitter, Facebook etc.

• Perform e-commerce, sell and deliver product/service

Three Creation Functions

Conceptualization – based on marketing plan
Determine the message the site will convey
and the target audiences
Development – based on site’s purpose
Sets up the functionality of the website
Includes an ongoing activity to update functions
Designer Developer

Design – based on marketing/sales plan
Sets up the artistic look and feel
Typically only done at creation of site

The Users

You first think of: But there will be:
• Existing customers • Competitors
• Potential customers • Vendors
• Potential lenders
• Potential investors
• Potential
employees
• Existing employees
• Press

Step 2. Website Acquisition

• Social Media

Domain Name

• What is a Domain Name?
• Take control of this process!
• What Domain Name should I get?
 Company Name if well known
 Include Keyword Phrases - function, location, etc.

• Where to go to RENT domain name
 Any Internet Service Provider (ISP)
 godaddy.com
 register.com

* Need a hosting ISP to house your site

findmyhosting.com

One of the comparison tools to assist in selecting your
host: findmyhosting.com

Hosting (ISP) Options
www.hosting-review.com

Hosting and maintenance may be bundled as a
monthly fee with the Site Builder options

Free sites:
BraveNet, FreeSite, Googlesites
Often place ads on your site.
Low cost hosting sites:
Cheap Reliable Website Hosting, 123
Higher cost sites:
GoDaddy, IXWebHosting
Add ecommerce, provide a secure site

Building The Website

 Do it yourself
 Can I spare the time
 Do I have the skills?
 Can I get affordable training?
 Do I want control of my website?

 Hire a website developer
 Do I have the money to hire someone?
 Am I okay with having someone else in control?

Do It Yourself ?

Pros Cons
• You control your website • Takes time to update
 Frequency of Updates • The learning curve
 Speed of updates • You may not get the
 Ensure Content best features
• Less Expensive
• You don’t have to rely
on someone else’s
schedule.

If You Hire A Developer

• Have a signed contract
– Retain ownership of domain name
– Own all content (copyright)
– Where applicable own the code (assignment)
– Pay as work progresses (progress payments)

• Stay involved and meet frequently

Website Building Costs

• One time costs – Front End
 Web site creation/setup
 Graphics, photos
 Domain name(s), building client databases
 (your time) for site content development

• Recurring operating costs - Ongoing
 Hosting
 Maintenance/modifications
 Web site management (you or your
delegate)

Estimated Front End Costs

• Custom developed website
• $1,500 to $7,000
• 20 – 100+ hours of your time
• Developer site using a website builder
• $500-$1200
• 40 – 100+ hours of your time
• Do it yourself website (DIY):
• $300-500
• 50 - 200+ hours of your time

Ongoing Costs

Domain Name Rental $8-$30 (annually)

Hosting Service $7-$200 (monthly)

Site Maintenance $0-$500 (monthly)

Search Engine Listings $0-$2000 (annually)

$100 - $2,000 per year

Development Tools

• Site Builders (portable)
 Proprietary Development Software
 Dreamweaver – $350
 Microsoft Visual Studio 2010 – $1,000
 Open Source
 WordPress
 Drupal
 Numerous other open source
applications

Development Tools

• Site Builders (non-portable)
 GoDaddy ($6/month)
 Intuit ($5/month)
 http://prowebsitebuilderreview.com/reviews/intuit-website-builder-review

 Google Builder – free - Google “Website
Builders” to find various alternatives
 Citymax ($20/month)
 Buildyoursite.com ($10/month)
 Weebley.com ($5/month or free)

What Is A Site Builder Template?


COMPANY NAME OR LOGO

Menu Items to Other Pages
Photo Header Illustrating the Business or Area

Links Text: Text: What’s
To Benefits What New
Other To Customer we do and how
Sites we do it
Or
Blogs

Footer copy write information etc.

Simple Site Builder

Contact
Home About Us FAQs Blog

Get Your Business Running …
Like a Porsche
The Dayton Chapter of SCORE was founded in
See Us 1970 as non-profit volunteer organization to assist
the small business administration in helping the
What’s New !
At: grass roots businesses to start and grow in the
LinkedIn
Dayton area. We are one of 389 chapters SCORE Workshop !
nationwide. Because of financial support from local
community organizations and businesses we are Website Design Basics
Twitter
able to offer our services and products at no Centerville Library
Facebook charge to the public.
Sign Up NOW at:
www.daytonscore.org
© Dayton SCORE 2013

Use Professional Images

Have your products professionally photographed.
or …
buy professional stock photos:

www.istockphoto.com
www.photodisc.com
www.corbis.com
www.gettyimages.com

Remember copyright laws apply
to the internet

Step 3.
Website Optimization

• Social Media

Maintenance Tasks

• Content management
 Change 20% of site content per month

• Site maintenance
 Avoid “linkrot” – check each link monthly
 Analyze traffic (hits by day/week/month, etc.)

• Client feedback
 Use a separate website related email address
 Respond daily!

You Have 60 Seconds…

You have LESS than a minute to engage a visitor

5-10 seconds Decide
if you do what they are looking for
5-10 seconds
Navigate to find details about what they are looking for
20-30 seconds Compare
and evaluate your information, services, products, case
studies, etc.
5-10 seconds to
Convert (find a phone number, complete a form, link to
email, bookmark etc.)

What Are Search Engines?

Google, Yahoo, Bing
Consumers use search engines to research
and purchase products and services
2 kinds of results: organic (natural) or paid
results
Which is best? Organic
Organic results are gathered by search
engines based on keyword match and links
to the site

How They Rank You

Over 85% of web searches are done on Google
Search Engine “crawlers” index site content like
a library index to find the best key word
matches
Google’s method to rank listings is Top Secret !
Ranking Factors include:
 Key word match to site content or name
 Site traffic volume
 Links to and from the site
 “Freshness” of the site content
 Use of media, blogs, social media, etc.

Organic vs. Paid Results

People click in the organic results 75% of the time!

Key Words for Organic
Results

Use keywords that describe your
products/services
Use keywords that indicate where you do
business
Optimize keyword phrases within your site that
have a higher a number of searches. (see
analytics)
Review your competition’s online presence. Look
at the top 10 sites (check out keyword phrases,
etc)
Look at the number of listings for searched
keywords on Google. Stay away if more than 5
million
85% of searches are 2 words or more.

Free Tools

Analyze your Competition –
(www.semrush.com)
Keyword Suggestion Tools –
(http://freekeywords.wordtracker.com)
Browser Optimization -
(www.anybrowser.com)
Sitemaps - (www.xml-sitemaps.com)
Site Ranking -
(www.Marketing.Grader.com)
Search Engine Optimization – book by
Kristopher Jones

Google Tools

Google Analytics – captures information
about the way users behave on your site.
(www.google.com/analytics)
Google Adword Keywords
Submit site to Google Index
Create a free Google and Yahoo Local
Listing
Create a coupon on Google Local/Maps

Performance Metrics–
Your Site’s Report Card

 High and increasing traffic
 Unique visits
 Hits
 Time visitors spend on site
 Number of pages viewed
 Bounce rate
 Geographic location (city)
 “Conversions”
 Sign ups for newsletter, blog, etc.
Self Identification
 Request to information or price
 Product Sale

Optimize Results through
Directories and Link Building

Submit your website to free submission
directories:
Google -
http://www.google.com/submityourcontent/index.html
http://www.Google.com/LocalBusinessCenter
Yahoo
BING
Yelp
Merchant Circle

Link your site to other sites:
Manufacturers/Suppliers
Trade organizations
Companies that would use your services.
Groups in your industry through social media

Get “Sticky”
Engage Your Visitors

 Update your site often: weekly is best.
 Include a blog page*
 Use social media and link to your site
 Use video, especially for testimonials or YouTube
 Audio with graphics such as photos or slides
 Publish “how to” documents or other “tools”
 Put details in linked documents in ftp files
 Offer email registration

Using Email Engagement

• Get contact information – website, social media, advertising

– Offer information, promotion, samples, etc.

• Manage email campaigns-
http://email-marketing-service-review.toptenreviews.com/

• Obey anti-spam laws
• ALWAYS send useful information and promotions
• Integrate with other media

To Pay or Not to Pay?
The Other 25% of Searches

Paid listings and ads increase your traffic and can focus
on your targeted customers
Google adwords piggybacks on searches
– You can target who and where to show your ad
– You “pay per click” from $.10 to $1
– Google display ads are effective but cost $3-$10
Banner ads can target segments through
associations and publications
Upgraded paid listings put you at the top of the page
Other locations with good targeting:
Facebook, Digital Yellow Pages, Google Places, and Yahoo
local

Your To-Do List

 Research your main competition’s website,
keywords and web presence
 If you have the money, hire help to optimize,
or take an in depth course
 If you want to DIY try using the Google tools
 Do searches to find directories, blogs, etc.
 Take the SCORE paid website design and
social media workshops

Step 4.
Social Media Marketing

• Social Media

Why Use Social Media?

• Search Engines Love Social Media and Blogs
• Drives traffic to you website or business
• People use the web to get more of their information
• It replaces personal “word of mouth” marketing
• People trust referrals from friends
• You stay in touch with customers
• It is informal and relaxed, people are open and
receptive to your message/branding

17

What is Social Media?

• Social Media are Web Sites and online forums
that allow people and businesses to interact

• Places – Facebook, LinkedIn, Twitter, Blogs, etc.

• Content - Words, Pictures, Videos, Music, Apps

• Purpose - Business Application, interests

57

Match Social Media To Your
Marketing Plan

The Customer
Experience
Marketing
Create awareness Marketing
Need identification (Awareness)
Source discovery
Sales
Create purchase preference Sales
Trust (Action)
Service Service
Meeting customer expectations (CRM)
Receiving complaints

Social Media Etiquette

• Listen BEFORE talking
• Be helpful and conversational (SOCIAL)
• Respond to inquiries promptly
• Focus on areas related to your business
– Tips on how to save money or time
– Tips on how or how NOT to do something
– Related articles, data, blogs etc.
• Provide RELEVANT and interesting content
• Make it brief, timely, current
• Focus on one place at a time
• Verify ALL information

The Social Big Three + 1

– (www.linkedin.com) B2B

– (www.facebook.com) B2C

– (www.twitter.com) B2B & B2C

- (www.google.com) B2B & B2C

60

Rules of Engagement

– Protect your privacy
• Birth Date, Maiden Name, Home Address
– Account Setup
• Employees access?
• Keep Track of logins
– Think before you post/link/friend/tweet
• Customers?
• Competitors?
– Pick One, Get Really Good, Move On

Remember

• Web sites are addictive
– DIY WILL take more time than you think

• Developers say they can do it all
– They can’t. Have a contract. Be involved.

• Free stuff isn’t free
– Host sites will try to sell you additional features
• It takes time to get noticed
― Be patient, search engines will take a while to find you
― Build a social network
― Attend our site optimization workshop

Your Take Away List

 Have a business plan with a marketing plan

 Identify the goals for your digital marketing plan

 Assemble sample content: marketing materials, pictures

 Identify three web sites with a “look and feel” that you
like

 IF you want to DIY try using the Google web development
application, Wordpress, or a simple site builder

 Take the SCORE website, search engine and social media
workshop series to learn more.

 Get a SCORE counselor

SCORE Paid Digital
Marketing Series

1.Website Design Fundamentals
Launching a new business or
thinking about it and want to create
a basic website.

2. Search Engine Optimization
Businesses that have an existing
website and want to increase their
site traffic, and site ranking

3. Social Media Marketing
For small businesses wanting to use
social networks to economically
market their business,

Thank you for joining us
We hope it has been worth your
while

Take a Minute to Network
Exchange Business Cards

Please Fill Out a
Program Evaluation Form

Web Based Marketing

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