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Effective Web-Based Marketing
For Small Businesses
Feb. 25, 2014

OhioBusinessHelp.com
Business and Leadership Coaching
93...
Art Helmstetter
Founder, B2Blanner Ltd.

• Experience:
 Business Marketing and Sales
 Strategic Planning
 Service busin...
Workshop Overview

• Marketing 101
• Where digital marketing fits
• Elements of digital marketing
•
•
•
•

Planning a webs...
Marketing 101
Your business plan MUST answer these questions
and define HOW you will do it.

Who You Sell To?
How You Beat...
Marketing and the
Role of Digital Marketing

Mass Media TV, Radio, Print
Digital and Web Based
Location & Face to Face
Pro...
Use Both Inbound and
Outbound Mar keting
Cost Per Impression of
Advertising

Source: Chris R. Keller,
Profitworks.com
Why Digital is Important?
Where You Need to Be
In Digital
7 Reasons Small
Companies Love Online

1. It is low cost
2. It can be highly targeted (audience)
3. Results are easily mea...
The Web Fits between Mass
Media and Face to face Contact
• Small Businesses can use the Web to capture some
of the benefit...
Your Website is the hub
of your marketing plan
STEP 1. 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 info...
Consider Your Audience(s)
You first think of:
• Existing customers
• Potential customers

But there will be:
• Competitors...
Build A “Responsive” Site
A responsive site displays well on mobile devices like phones and tablets –
example not responsi...
Step 2. Website Acquisition

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

• What is a Domain Name?
• What Domain Name should I get?
 Company Name if well known
 Include Keyword Phra...
findmyhosting.com
One of the comparison tools to assist in selecting your host:
findmyhosting.com
Building The Website

 Do it yourself (DIY)





Can I spare the time
Do I have the skills?
Can I get affordable trai...
Do It Yourself ?
Pros

Cons

• You control your website
 Frequency of Updates
 Speed of updates
 Ensure Content
• Less ...
If You Hire A Developer

• Have a signed contract
–
–
–
–

Retain ownership of domain name
Own all content (copyright)
Whe...
Web Build Strategy

Start Package
$$

Intermediate Package
$$$$

Home

Home

Enterprise Package
$$$$$$$$
Home
Website Building Costs

• One time costs – Front End

 Web site creation/setup
 Graphics, photos
 Domain name(s), build...
Estimated Front End Costs
•

•

•

Custom developed website

• $1,500 to $7,000
• 20 – 100+ hours of your time

Developer ...
Ongoing Costs

Domain Name Rental

$8-$30 (annually)

Hosting Service

$5-$200 (monthly)

Site Maintenance

$0-$500 (month...
Use Professional Images

Have your products professionally photographed.
or …
buy professional stock photos:
www.istockpho...
Example Template
for Wor dpress
Website Optimization

• Planning for the Site
• Acquiring the Site
• Website Optimization
• Social Media
Organic vs. Paid Results

People click in the organic results 75% of the time!
How They Rank You

Over 85% of web searches are done on Google
Search Engine “crawlers” index site content like a library ...
Key Words for Organic Results

Use keywords that describe your
products/services
Use keywords that indicate where you do
b...
You Have 60 Seconds…
You have LESS than a minute to engage a visitor
5-10 seconds
looking for
5-10 seconds
what they are...
Maintenance Tasks

• Content management
 Change 15-20% of site content per month

• Site maintenance
 Avoid “linkrot” – ...
With Google Analytics You Can
MEASURE YOUR RESULTS
Analytics Dashboard
You Can See How People
Use Your Site
Use FREE Google Tools
Google Analytics – captures information about
the way users behave on your site.
(www.google.com/ana...
Optimize Results through
Directories and Link Building
Submit your website to free submission directories and create
a pro...
Get Reviews
Email

• Get contact information – website, social media, advertising
• Manage email campaignshttp://email-marketing-servi...
When To Pay

The Other 25% of Searches
Paid listings and ads increase your traffic
Google adwords piggybacks on searches
–...
Social Media Marketing

• Planning for the Site
• Acquiring the Site
• Website Optimization
• Social Media
Digital Marketing
Interactions
Get Social With
Media
What is Social Media?

• Social Media are Web Sites and online forums
that allow people and businesses to interact
• Place...
Why Use Social Media?

•

Search Engines (Google) Love Social Media and
Blogs (Google +)

•

Drives traffic to your websit...
Match Social Media To
Your Marketing Plan

Marketing
Create awareness
Need identification
Source discovery

Sales
Create p...
Social Media Etiquette

• Be helpful and conversational (SOCIAL)
• Respond to inquiries promptly
• Focus on areas related ...
The Social Big Three + 2

– (www.linkedin.com) B2B (270 MM)
• Business Professionals, Male
– (www.facebook.com) B2C (1.4 b...
Facebook Business Page
https://www.facebook.com/business/build
Google Plus Page
Linked In Company Page
Rules of Social
Engagement
– Protect your privacy
• Birth Date, Maiden Name, Home Address

– Account Setup
• Employees acc...
Optimizing for Google
Set Up a Google account
– Index your new site
– Set analytics up for your site
– Create a Google+ pa...
Content is King
In Online Marketing
How can you get good content?
– Do it yourself
– Use other people’s (with attribution ...
Events create great
content for marketing
Three Things to Do Today
• Write down the marketing message that
makes you unique and states your offer
• Define the audie...
If You Need More Help

Contact Us to Integrate Your Online Marketing
With Your Business Strategy
Or
To Develop Your Busine...
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Web Based Marketing 2014

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This is an orientation workshop for web-based marketing which includes web design, search engine optimization, SEO, and Social Media networks. The presentation is aimed to help small businesses effectively use the internet to grow their business.

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  • Your Dayton SCORE Workshop Leader
  • The first step is to understand what the internet is, how it works, and how your website fits in the digital world.
  • The above functions are listed in increasing order of cost because the complexity of the site increases as the functions increase.
    The more complex items are dynamic, usually involving data management and security issues. The more of these you do the more you need to get some help to develop your site. Explain briefly RSS and social network buttons
  • USE THIS SLIDE TO ENGAGE THE AUDIENCE
    WHO WILL LOOK AT YOUR WEBSITE?
    It is obvious that customers new, and existing, will look at your site.
    But WHO ELSE MIGHT see the information you publish?
    Is there information that you would not want them to see? For example?
    Everything on your site is in the public domain and can be seen, copied and distributed. Don’t publish anything you would not want a competitor to see.
  • Once your planning is done, it is time to get to work developing your site and its content.
  • THIS IS A KEY SLIDE _ WRITE THIS DOWN.
    Your domain name is unique, and you rent it, but do not own it forever unless you continue to pay the rent. Your domain name links to a IP address which directs other computers to the host computer where your website exists. IP address is like your zip code.
  • Some questions that can help you to make your decision go back to the questions of cost, your time, and your expertise. Another consideration is the amount of control you want to have.
    If you expect to be changing the content of your site often, such as offering daily sale prices or discounts, you will want to have more control over your site.
    Site developers serve many customers and typically take several days to change content.
    You can use CSS (content style sheets) which the developer or site builder sets up that allow for consistent changes across your site, and ease of changing content.
  • As presented in the planning discussion, there are pros and cons to doing it yourself.
  • It is important to realize that there are ongoing costs that must be budgeted for with a website in addition to the front end development costs.
    Both of these costs should be managed effectively.
  • The cost of a custom designed site can vary widely, as can the time you have to spend developing content and working with the developer and designer.
    A static “ebrochure” is static and will not take much to develop or change, while ecommerce is daynamic and will have higher development and maintenance costs. For a complex site, we recommend using a developer and telling them what your budget limits are.
  • Typical ranges of costs for developing and maintaining your site are listed here.
    The broad range indicates why it is important to have a clear idea of what you site should do, and how you will obtain a return on your investment from it.
    You should measure effectiveness by the profit that your site provides, not the level of sales.
  • Once you have your website set up and hosted, the work is not done. You still need to make sure the site is running properly and is accessible.
    This gets better all of the time.
  • Attendee Exercise - List 10 words that identify your business:
  • You should work on your site every month to make sure that it is current and is working well. Unfortunately, this can be an issue for small businesses, but it is an important function if you have a website. The value of the web is the immediate availability of information that is current and accurate.
    If you don’t do this, you will lose credibility with potential customers, or other stakeholders.
  • To submit to Bing: https://ssl.bing.com/listings/ListingCenter.aspx
    To submit to Yahoo: http://listings.local.yahoo.com/basic.php
  • Once you have your website set up and hosted, the work is not done. You still need to make sure the site is running properly and is accessible.
    This gets better all of the time.
  • Once you have your website set up and hosted, the work is not done. You still need to make sure the site is running properly and is accessible.
    This gets better all of the time.
  • To submit to Bing: https://ssl.bing.com/listings/ListingCenter.aspx
    To submit to Yahoo: http://listings.local.yahoo.com/basic.php
  • This page will guide you through the free services available through Google.
  • Transcript of "Web Based Marketing 2014"

    1. 1. Effective Web-Based Marketing For Small Businesses Feb. 25, 2014 OhioBusinessHelp.com Business and Leadership Coaching 937-985-0481
    2. 2. Art Helmstetter Founder, B2Blanner Ltd. • Experience:  Business Marketing and Sales  Strategic Planning  Service business Development • Owner/partner in 3 small businesses • Grew two businesses from 0 to $25 million • 35 years - business & management experience • Education and Registration:  MBA, BS & MS Engineering,  Professional Engineer
    3. 3. 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
    4. 4. Marketing 101 Your business plan MUST answer these questions and define HOW you will do it. Who You Sell To? How You Beat the Competition? How You Make Profit Defines WHERE you market (audience) States your UNIQUENESS for Your “marketing message” (message) Determines what you are selling and at what price. (offer)
    5. 5. Marketing and the Role of Digital Marketing Mass Media TV, Radio, Print Digital and Web Based Location & Face to Face Promotions & Packaging
    6. 6. Use Both Inbound and Outbound Mar keting
    7. 7. Cost Per Impression of Advertising Source: Chris R. Keller, Profitworks.com
    8. 8. Why Digital is Important?
    9. 9. Where You Need to Be In Digital
    10. 10. 7 Reasons Small Companies Love Online 1. It is low cost 2. It can be highly targeted (audience) 3. Results are easily measurable 4. Quality is economical – you look BIG 5. It is real time 6. It is scalable to (millions) 7. It can be one-to-one and personal
    11. 11. The Web Fits between Mass Media and Face to face Contact • Small Businesses can use the Web to capture some of the benefits of personal contact, yet avoid some of the costs inherent in FTF customer management
    12. 12. Your Website is the hub of your marketing plan
    13. 13. STEP 1. Website Development • Planning for the Site • Acquiring the Site • Website Optimization • Social Media
    14. 14. 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
    15. 15. Consider Your Audience(s) You first think of: • Existing customers • Potential customers But there will be: • Competitors • Vendors • Potential lenders • Potential investors • Potential employees • Existing employees • Press
    16. 16. Build A “Responsive” Site A responsive site displays well on mobile devices like phones and tablets – example not responsive
    17. 17. Step 2. Website Acquisition • Planning for the Site • Acquiring the Site • Website Optimization • Social Media
    18. 18. Domain Name • What is a Domain Name? • 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)  register.com  godaddy.com • Need a hosting ISP to house your site  Own this process!
    19. 19. findmyhosting.com One of the comparison tools to assist in selecting your host: findmyhosting.com
    20. 20. Building The Website  Do it yourself (DIY)     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?
    21. 21. Do It Yourself ? Pros Cons • You control your website  Frequency of Updates  Speed of updates  Ensure Content • Less Expensive • You don’t have to rely on someone else’s schedule. • Takes time to update • The learning curve • You may not get the best features
    22. 22. 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
    23. 23. Web Build Strategy Start Package $$ Intermediate Package $$$$ Home Home Enterprise Package $$$$$$$$ Home
    24. 24. 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)
    25. 25. 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
    26. 26. Ongoing Costs Domain Name Rental $8-$30 (annually) Hosting Service $5-$200 (monthly) Site Maintenance $0-$500 (monthly) Search Engine Listings $0-$2000 (annually) $100 - $2,000 per year
    27. 27. 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
    28. 28. Example Template for Wor dpress
    29. 29. Website Optimization • Planning for the Site • Acquiring the Site • Website Optimization • Social Media
    30. 30. Organic vs. Paid Results People click in the organic results 75% of the time!
    31. 31. 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:      “Freshness” of the site content Publishing media, blogs, social media, etc. Key word match to site content or name Site traffic volume Links to and from the site
    32. 32. 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.
    33. 33. You Have 60 Seconds… You have LESS than a minute to engage a visitor 5-10 seconds looking for 5-10 seconds what they are looking for Decide if you do what they are Navigate to find details about 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.)
    34. 34. Maintenance Tasks • Content management  Change 15-20% 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!
    35. 35. With Google Analytics You Can MEASURE YOUR RESULTS
    36. 36. Analytics Dashboard
    37. 37. You Can See How People Use Your Site
    38. 38. Use FREE 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 (new site) Create a free Google and Yahoo Local Listing – and get reviews Get Reviews and create offers on Google Local/Maps
    39. 39. Optimize Results through Directories and Link Building Submit your website to free submission directories and create a profile: Google http://www.Google.com/LocalBusinessCenter Yahoo BING Yelp Merchant Circle Use Yext to check your status: www.yext.com Link your site to other sites: Trade organizations Groups in your industry through social media
    40. 40. Get Reviews
    41. 41. Email • Get contact information – website, social media, advertising • Manage email campaignshttp://email-marketing-service-review.toptenreviews.com/ • • • • Obey anti-spam laws ALWAYS send useful information and promotions Integrate with other marketing Services – Constant Contact, Mail Chimp, etc.
    42. 42. When To Pay The Other 25% of Searches Paid listings and ads increase your traffic Google adwords piggybacks on searches – You can target who and where to show your ad – You “pay per click” from $.10 to $1 – Google Express ads are effective but cost $3-$10 Source: Chris R. Keller, Profitworks.com
    43. 43. Social Media Marketing • Planning for the Site • Acquiring the Site • Website Optimization • Social Media
    44. 44. Digital Marketing Interactions
    45. 45. Get Social With Media
    46. 46. 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 46
    47. 47. Why Use Social Media? • Search Engines (Google) Love Social Media and Blogs (Google +) • Drives traffic to your 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
    48. 48. Match Social Media To Your Marketing Plan Marketing Create awareness Need identification Source discovery Sales Create purchase preference Trust Service Meeting customer expectations Receiving complaints Marketing (Awareness) Sales (Action) Service (CRM)
    49. 49. Social Media Etiquette • Be helpful and conversational (SOCIAL) • Respond to inquiries promptly • Focus on areas related to your business – Tips on how to save money or time • • • • Provide RELEVANT and interesting content Make it brief, timely, current Focus on one place at a time Set up a business page
    50. 50. The Social Big Three + 2 – (www.linkedin.com) B2B (270 MM) • Business Professionals, Male – (www.facebook.com) B2C (1.4 billion) • Females 18-29 – (www.twitter.com) B2B & B2C (230 MM) • Urban 18-29 - (www.google.com) B2B & B2C (600 MM) • Strongest Search Engine Impact - (www.pinterest.com) B2C (70 MM) • Women under 50 50
    51. 51. Facebook Business Page https://www.facebook.com/business/build
    52. 52. Google Plus Page
    53. 53. Linked In Company Page
    54. 54. Rules of Social 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
    55. 55. Optimizing for Google Set Up a Google account – Index your new site – Set analytics up for your site – Create a Google+ page and create a business page – Register as an author and link to your site and google+ page https://plus.google.com/authorship – Get Google reviews – Start a google blog and link to your google+ page http://www.blogger.com
    56. 56. Content is King In Online Marketing How can you get good content? – Do it yourself – Use other people’s (with attribution & links) • Applicable to your business or location • Especially if there is good media – Leverage your best content • An ebook or article -> Blog -> Post -> Twitter – Events • • • • Publicity Photos Videos Posts – from attendees
    57. 57. Events create great content for marketing
    58. 58. Three Things to Do Today • Write down the marketing message that makes you unique and states your offer • Define the audience that you are targeting • Select the media that reaches your audience Then Get Started Using These Tools
    59. 59. If You Need More Help Contact Us to Integrate Your Online Marketing With Your Business Strategy Or To Develop Your Business Model www.OhioBusinessHelp.com/contact art@OhioBusinessHelp.com www.linkedin.com/in/arthelmstetter
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