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SBDC Online Marketing Checkup - PPT
 

SBDC Online Marketing Checkup - PPT

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A presentation on the basics of online marketing I gave to local business owners at the Arizona Small Business Development Center in August, 2009.

A presentation on the basics of online marketing I gave to local business owners at the Arizona Small Business Development Center in August, 2009.

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    SBDC Online Marketing Checkup - PPT SBDC Online Marketing Checkup - PPT Presentation Transcript

    • PresentsOnline Marketing Check-uporHow to Stop Worrying andLearn to Love the InternetAugust 6, 2009
    • Let’s Get Acquainted
      • Ed Tankersley
      • President of Eight Trails
      • Smarter websites and online marketing
      20+ years advertising and marketing
      Interactive director
      Creative director
      Writer
    • Now You
      How many B2B businesses?
      How many B2C businesses?
      Other?
      Business size?
      How much online marketing?
    • Online Marketing Check-Up
      Today’s agenda
    • What Is Online Marketing?
      Marketing is promoting, distributing, and selling a product or service
      Online is anything you can do on the Internet
      Such as…
    • Online Marketing
      Search Engine Optimization (SEO)
      Paid Search
      AKA PPC or Pay-Per-Click
      Email Marketing
      Internet Display Ads
      AKA Banner Ads
      Social Media
      Your Website
    • Internet is THE Place to Be
      More people have Internet connections than have cable TV
      105 million Americans are online at work every day
      92% of those have high-speed, broadband connections
    • Two-Thirds of US is Online
    • Online Marketing is Hot
      80% of advertisers include Internet in their marketing mix
      Online marketing spending increasing 20% each year
      By comparison, TV spending increasing 2.4% and print 3.3%
    • Online Ad Spending
    • Search Engine Optimization
      Make sure you’re found by those who want what you’ve got
    • Search Engine Optimization
    • Search Engine Optimization
      AKA SEO, Natural Search, Organic Search
      SEO is huge, because if someone is searching for your company, product, or service, they're already motivated
      Search is the second most common online task
      Hundreds of millions of searches each day
    • Search Leads in ROI
    • Search Engine Optimization
      How do you get to the top?
      Select good search terms (keywords)
      Integrate terms into key areas
      Build searchable web sites
      Keep your content fresh
      Get connected - Inbound links
      Measure your results
      Repeat
      SEO is a process
    • Check-Up Question - SEO
      My website is optimized and I’m getting great ranking
      My website is optimized but I’m not on the first page of search results
      I’m not sure if my website is optimized
      Boy, I probably should get a website
    • Paid Search
      The hottest advertising going
    • Paid Search
    • Paid Search
      Efficient
      Targeted
      Measurable
      Flexible
      Can have a very high ROI
    • Paid Search
      Several varieties
      Search-based
      Content-based (Google, Facebook, and others)
      Your position (ranking) is based on your bid amount
      Tricky: Your bid amount is based on your quality score
    • Paid Search
      Flexibility
      Geotargeting – reach only visitors in specific cities, states, or regions
      Daypart – your ads appear when you think your target market will be searching
      Negative keywords – filter out irrelevant traffic
      Can get fast results
      Good for testing ad themes and headlines
    • Paid Search
      Get yourself some professional help
      Most effective when monitored constantly
      Headlines, copy, and landing pages need to be carefully crafted
      Constant testing is a must to get the highest ROI
    • Check-Up Question - PPC
      I make multiple dollars back for every PPC dollar I spend
      My pay-per-click is all pay and no pay-off
      I think I could make some money with PPC, but I haven’t tried it
      My customers won’t click on ads
      Boy, I should really get a website
    • Email Marketing
      “Don’t call me spam!”
    • Email Marketing
      Email is cheap
      Practically everybody with a pulse has it and reads it daily
      Done well, email will be welcomed by your customers and prospects
      Great at moving customers through purchase cycle
    • Email Marketing
      Guidelines for email campaigns
      Anticipated
      Timely
      Relevant
      Simple design
      Minimal graphics
      Short and to the point
    • Email Marketing
      Use an ESP (email service provider)
      CAN-SPAM compliance
      List management
      Automatic subscription and unsubscribe maintenance
      Advanced features
      Segmented lists
      Event triggers
      Split testing
    • Check-Up Question - Email
      I have a large and growing subscriber list, and I email regularly
      I’ve sent some emails, but I don’t know what it did for me
      I’m spamming like crazy!
      I don’t know what I would say in an email
    • Online Display Advertising
      Put your ads where your customers’ eyeballs are
    • Online Display Advertising
      Can be targeted
      Content
      Demographics
      Behavior
      Geographic
      Daypart
    • Banner Ads Can Be Targeted
    • Online Display Ads
      Sizes and position
      Bigger is better
      Avoid cluttered sites
      Ads that are closer to content get more clicks
      Animation can increase action
    • Place Banner Ads Close to Content
    • Online Display Ads
      Media buying options
      Site direct
      Networks
      Pricing models
      CPM (cost per thousand) = impressions
      CPC (cost per click) = behavior
      CPA (cost per action) = results
      This one needs a pro, too
    • Check-Up Question
      Online display ads are an important part of my nutritious media mix
      My ads are in the local newspaper, right where they belong
      Geez, I really should get a website
    • Social Media
      Stop talking about yourself and start conversing
    • Social Media
      It's not just for teens anymore
      MySpace - still for teens, actually
      Facebook - explosive growth in adult market
      LinkedIn - professional connections
      Blogs - human voice for business
      Twitter - mini blog
      Flickr and YouTube - share images and videos
    • Facebook is the King
    • LinkedIn Targets Business Relationships
    • Twitter for Work and Play
    • Social Media
      The point of social media is to engage in conversations and build relationships
      Follow / link to people and companies that interest you
      Respond to notes – even the negative ones
      Have a human voice – share your interests and opinions
      Talk about and recommend others 5 times as often as you talk about yourself
    • Social Media
      It’s still marketing
      Social media requires time and attention
      Have a goal – increasing awareness, driving sales, improving customer relations
      What makes you different? What’s your voice?
      Know your audience – are they Tweeters or are they LinkedIn, for example
      Understand how you will measure your efforts
    • A Note About Blogs
      Blogs are easy to set up
      Hosted at Wordpress.org or Blogger.com
      Integrate into your website
      You’re already talking about your business. Invite your customers into the conversation.
      Your customers are already talking about your business. Join in.
      Participate regularly - answer comments
      Join in other conversations, too
    • Check-Up Question – Social Media
      I have a clear social media strategy and have lots of engaging conversation going on
      I’m tweeting, blogging, and posting photos and videos like crazy
      This is just for kids, right?
    • Your Website
      Make your website pull its weight
    • Your Website
      Your website is an expense – time and money
      It can pay for itself many times over, if…
      It’s findable
      It’s usable
      It’s designed and written to turn visitors into customers
    • Your Website - Findability
      Search Optimization – make sure you’re found by those who want what you’ve got
      Keyword optimization
      Site structure
      Inbound links
    • Want more about search optimization?
      Attend my Search Optimization seminar next month – details at the end
    • Your Website - Usability
      Make your website work for the people who actually use it
      Who are your website’s most important users?
      What do they want? (Ask them!)
      Surveys
      Interviews
      Ask front-line employees (cashiers, customer service, tech support, sales)
    • Your Website - Usability
      Usability
      Important stuff first - Make your website an FAQ
      Every page should quickly answer three questions:
      What is this website about?
      What can I do here?
      What should I do next?
    • Your Website - Conversion
      Conversion – turn visitors into customers
      Ask for the order
      Email signup
      Invitation on every page
      Contact form
      Live support
      Blog
    • Want more about making your website work harder?
      Attend my website optimization seminar in two weeks – details at the end
    • Check-Up Question – My Website
      My website is my best salesperson
      I’ll need to get back to you – I haven’t looked at my website for a while
      My website is a disaster – Flash, frames, pictures of my dog
      Criminy! I really need to get a website!
    • Upcoming Seminars
      Harnessing the White Elephant:
      Make Your Website Pull Its Weight
      Following my multi-point website checklist, we’ll discuss what makes a website effective for its visitors and what can make it work harder for you. Volunteers can offer up your websites for a live site review.
      August 20, 2009
      Are You Hiding from Customers?
      Tune-Up Your Site for Search Engines
      Overview of search engines and organicsearch, followed by a discussion of the top tactics for improving search visibility and search ranking, and concluding with a live review of a website.
      September 10, 2009
    • Questions? Comments?
      Ed Tankersley
      EightTrails.com
      ed@eighttrails.com
      @EdTankersley
      602-361-2001