Cutting Edge Marketing for Local Businesses                Edward Niu                  510-592-4351        edward@ilnenter...
What We’ll Cover Today...    Is Online Marketing Right for Your Business?    Pros and Cons of Traditional vs. Online Mar...
Online Marketing For You? If you have a product or service to sell…           YES! We do need to decide on the type of  ...
Why…
Why…43% of all searches on Google are related tosearches for local services or businesses97% of consumers use the Internet...
Pros & Cons of OnlinePros                       Cons More people turning       Seems Technical?  to online sources      ...
What’s The Plan?1. Attract More Customers   Which ones though? Aim for high-end BUYERS.2. Have Existing Customers   Buy More
What’s Your Market   Who’s Your Typical Customer?   Who’s Your Ideal Customer?   What would they search for online?   ...
Market ResearchFind the Keywords for Your Business… Google Adwords Tool Free Wordtracker Alexa
Competitive ResearchFind out what your competition is doing… Quantcast.com Compete.com Alexa.com Spyfu.com KeywordSpy...
The Sales Funnel                               Followup                                             BuildTraffic       Lea...
Traffic – 4 Major Sources   Paid Traffic   Organic Traffic, i.e. “Free” Traffic   Social Media/Social Networking   Mob...
The Sales Funnel                               Followup                                             BuildTraffic       Lea...
Lead MagnetFreemium Model:Provide Valuable Content for Free in order togain contact information & build relationshipLandin...
The Sales Funnel                               Followup                                             BuildTraffic       Lea...
How to Follow Up   Email & Autoresponder (Aweber,      MailChimp, ConstantContact)   Social Networking (Facebook,      T...
Building the RelationshipThe Fortune is in the FollowupMake a Friend, Make a SaleKNOWLIKETRUST
Sample Sales Funnel
The Sales Funnel                               Followup                                             BuildTraffic       Lea...
Tracking & Analytics Simple Method:   Tell your staff to write down where people came from Google Analytics Link tracki...
Traffic – 4 Major Sources   Paid Traffic   Organic Traffic, i.e. “Free” Traffic   Social Media/Social Networking   Mob...
Which Traffic Method?Very Individual ChoiceQuestions to Ask:1. What’s the purpose of my marketing?2. How much is my market...
My Recommendation Paid Traffic First Test your landing page & lead magnet Once you know it’s good, drive more  traffic ...
Pay Per Click At the top & right of the search  engine results pages (Google,  Yahoo, & Bing) Embedded into websites Sh...
Pay Per View Cost Per Media (Impression) aka CPM   Cost per 1000 impressions   Can get super low cost per click values...
Search Engine Optimization SEO is the art of “optimizing” the ranking of a  website by fully complying with the search en...
SEO: Where to Get Links   Bookmarking Sites       Look for highly ranked   Article Directories      Sites for backlinks...
Local Search Marketing Microsoft stated that 53% of its  mobile searches have local intent. Local Search Marketing boost...
Social Media Marketing                   Social Networking and Social                      Media are HUGE portals         ...
What is Mobile Marketing?   According to the Mobile Marketing    Association, mobile marketing is: “a set of practices tha...
Don’t Leave Home Without
Mobile Marketing Methods       QR Codes       SMS Text Marketing       Mobile-Ready Websites       Mobile Ads       S...
Some Thoughts… Marketing is more about being “Top of  Mind” and “Exbranding” Your Business    More Exposure Points    M...
Action Plan                       Customers are searching for                       your business right now!              ...
Bonuses  Plus: Ed Niu’s Big List of Resources
Q&A      Edward Niu      Text EDNIU to 72727      510-592-4351      edward@ilnenterprises.com      Facebook.com/edniu     ...
Cutting edge marketing for local businesses
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Cutting edge marketing for local businesses

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Originally presented on Friday, March 16, 2012, these slides present an overview of online marketing and how business owners should market their products and services online.

For more information, please contact
Edward Niu
Edward (@) ilnenterprises . com
510.545.3511

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  • 43% of all searches on Google are related to searches for local services or businesses – (comScore Networks). 97% of consumers use the Internet to find and research products or services in their local area - (The Kelsey Group). 82% of people performing an online local search follow-up via an online inquiry, phone call or visit to an offline local business. This means these searchers decide which local business to spend their money at by the businesses they find on the Internet - (Local Marketing Source).
  • 43% of all searches on Google are related to searches for local services or businesses – (comScore Networks). 97% of consumers use the Internet to find and research products or services in their local area - (The Kelsey Group). 82% of people performing an online local search follow-up via an online inquiry, phone call or visit to an offline local business. This means these searchers decide which local business to spend their money at by the businesses they find on the Internet - (Local Marketing Source).
  • http://timesharerelief360.com; http://timesharexitsolution.com; http://3stepstohealyourself.com/; ilnenterprises.com; http://getpaidoncellphones.com/
  • http://timesharerelief360.com; http://timesharexitsolution.com; http://3stepstohealyourself.com/; ilnenterprises.com; http://getpaidoncellphones.com/
  • http://timesharerelief360.com; http://timesharexitsolution.com; http://3stepstohealyourself.com/; ilnenterprises.com; http://getpaidoncellphones.com/
  • http://timesharerelief360.com; http://timesharexitsolution.com; http://3stepstohealyourself.com/; ilnenterprises.com; http://getpaidoncellphones.com/
  • http://timesharerelief360.com; http://timesharexitsolution.com; http://3stepstohealyourself.com/; ilnenterprises.com; http://getpaidoncellphones.com/
  • Learned how to do search engine optimization (SEO)…started working for some friends…as technology improved, moved to mobile marketing and social media.
  • Cell phone will eventually replace wallet…and 91% of Americans keep theirs within 3 feet of themselves 24/7
  • Mobile Ads – Banner Ads embedded in apps, or on websitesSocial Mobile Location based Services – Facebook Places, Foursquare, Gowalla, SCVNGRMobile Apps – Make your own software that people can download
  • Mobile Ads – Banner Ads embedded in apps, or on websitesSocial Mobile Location based Services – Facebook Places, Foursquare, Gowalla, SCVNGRMobile Apps – Make your own software that people can download
  • Cutting edge marketing for local businesses

    1. 1. Cutting Edge Marketing for Local Businesses Edward Niu 510-592-4351 edward@ilnenterprises.com Text EDNIU to 72727
    2. 2. What We’ll Cover Today...  Is Online Marketing Right for Your Business?  Pros and Cons of Traditional vs. Online Marketing.  How to Build Your Online Marketing Plan  The Four Pillars of Online Marketing  How to Choose the Best Method to Market Your Business Online  Big List of Resources  Action Plan
    3. 3. Online Marketing For You? If you have a product or service to sell… YES! We do need to decide on the type of online marketing though…
    4. 4. Why…
    5. 5. Why…43% of all searches on Google are related tosearches for local services or businesses97% of consumers use the Internet to find andresearch products or services in their local area82% of people performing an online localsearch follow-up via an online inquiry, phonecall or visit to an offline local business.
    6. 6. Pros & Cons of OnlinePros Cons More people turning  Seems Technical? to online sources  “One More Thing To Measurable ROI Worry About” Make sales while you  Expensive? sleep  Web Presence Needed Diversity of marketing methods DIY possible Keep ‘em Coming Back
    7. 7. What’s The Plan?1. Attract More Customers Which ones though? Aim for high-end BUYERS.2. Have Existing Customers Buy More
    8. 8. What’s Your Market Who’s Your Typical Customer? Who’s Your Ideal Customer? What would they search for online? What “keywords” would they use?KEYWORD: The word or phrase that someone typesinto a search engine in order to find informationrelated to it.
    9. 9. Market ResearchFind the Keywords for Your Business… Google Adwords Tool Free Wordtracker Alexa
    10. 10. Competitive ResearchFind out what your competition is doing… Quantcast.com Compete.com Alexa.com Spyfu.com KeywordSpy.com
    11. 11. The Sales Funnel Followup BuildTraffic Lead Magnet Or Relationship Sale : Take & Analyze Metrics
    12. 12. Traffic – 4 Major Sources Paid Traffic Organic Traffic, i.e. “Free” Traffic Social Media/Social Networking Mobile
    13. 13. The Sales Funnel Followup BuildTraffic Lead Magnet Or Relationship Sale : Take & Analyze Metrics
    14. 14. Lead MagnetFreemium Model:Provide Valuable Content for Free in order togain contact information & build relationshipLanding Page:Webpage whereby incoming Traffic ofVisitors are directed. Should FOCUS onone primary goal.
    15. 15. The Sales Funnel Followup BuildTraffic Lead Magnet Or Relationship Sale : Take & Analyze Metrics
    16. 16. How to Follow Up  Email & Autoresponder (Aweber, MailChimp, ConstantContact)  Social Networking (Facebook, Twitter, Linkedin, Google+, Pinterest)  Video (YouTube, Screen Capture)  SMS Text  Blog  Phone  Direct Mail (sendoutcards.com)
    17. 17. Building the RelationshipThe Fortune is in the FollowupMake a Friend, Make a SaleKNOWLIKETRUST
    18. 18. Sample Sales Funnel
    19. 19. The Sales Funnel Followup BuildTraffic Lead Magnet Or Relationship Sale : Take & Analyze Metrics
    20. 20. Tracking & Analytics Simple Method: Tell your staff to write down where people came from Google Analytics Link tracking - Pretty Link, Aweber Full Sales Funnel Systems  Infusionsoft & ComF5
    21. 21. Traffic – 4 Major Sources Paid Traffic Organic Traffic, i.e. “Free” Traffic Social Media/Social Networking Mobile
    22. 22. Which Traffic Method?Very Individual ChoiceQuestions to Ask:1. What’s the purpose of my marketing?2. How much is my marketing budget?3. How much time can I spend?4. Should I outsource the work?5. How should I build my customer relationship?
    23. 23. My Recommendation Paid Traffic First Test your landing page & lead magnet Once you know it’s good, drive more traffic & improve conversions (split test) Pick retention marketing method as well Email or text works in most cases
    24. 24. Pay Per Click At the top & right of the search engine results pages (Google, Yahoo, & Bing) Embedded into websites Should be labeled as an Ad (or Sponsored Ad) Facebook has Ads too
    25. 25. Pay Per View Cost Per Media (Impression) aka CPM  Cost per 1000 impressions  Can get super low cost per click values Adware  With the installation of free software like a toolbar or game  Displays targets ads
    26. 26. Search Engine Optimization SEO is the art of “optimizing” the ranking of a website by fully complying with the search engine algorithms. Two types: On-page and off-page SEO  On-page: What can be changed on the website  Off-page: Increasing the number of quality links back to the website designated for SEO Authority Home Site Page “Backlink” http://HomePage. com
    27. 27. SEO: Where to Get Links Bookmarking Sites  Look for highly ranked Article Directories Sites for backlinks Press Releases  Highlight Keywords in Video Sites your backlinks Forums  Don’t Link Spam Blogs Social Networks Local Directories Software Directories
    28. 28. Local Search Marketing Microsoft stated that 53% of its mobile searches have local intent. Local Search Marketing boosts the likelihood that local online searchers find your business Google Maps, Bing Business Portal, Yahoo Local Mobile-Ready Websites Claiming or Creating Local Directory Pages Getting Customer Reviews Online
    29. 29. Social Media Marketing Social Networking and Social Media are HUGE portals to massive audiencesFacebook, Twitter, LinkedIn, Craigslist All of these sites offer different marketing capabilities Some of Better than Others for certain industries Good to Have a Presence Everywhere
    30. 30. What is Mobile Marketing? According to the Mobile Marketing Association, mobile marketing is: “a set of practices that enable organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.”
    31. 31. Don’t Leave Home Without
    32. 32. Mobile Marketing Methods  QR Codes  SMS Text Marketing  Mobile-Ready Websites  Mobile Ads  Social Mobile Location- Based Services  Mobile Apps
    33. 33. Some Thoughts… Marketing is more about being “Top of Mind” and “Exbranding” Your Business  More Exposure Points  Multiple Platforms – Mobile & Online Use Your Imagination  Not confined to just a website anymore  Ask How, not If  Combine Technologies
    34. 34. Action Plan Customers are searching for your business right now! 1. Decide to use online marketing in your overall marketing plan 2. Do Your Market Research3. Start with ONE online marketing method4. Sketch out your sales funnel5. Determine your metrics (success/failure)6. Do It Before Your Competition Does
    35. 35. Bonuses Plus: Ed Niu’s Big List of Resources
    36. 36. Q&A Edward Niu Text EDNIU to 72727 510-592-4351 edward@ilnenterprises.com Facebook.com/edniu LinkedIn.com/in/edwardniu
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