Internet Marketing Boot Camp


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This presentation was given at Vistaprint's town hall-style 21st Century Marketing event for local micro businesses in conjunction with the Lexington Chamber of Commerce on January 20, 1011.

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  • Internet marketing different for each business…
  • Compete with the big dogs
  • eMarketer by TMP Directional Marketing - (The number is up 12% over last year)- Direct Marketing AssociationEnquisiteeMarketer Edison research Discover small business watch poll
  • If you are a brick and mortar shop, meaning you have a physical storefront that your customers come to to buy products or services, Internet Marketing is a compliment to get people to find you on the net so they go to your store.Now more than ever, people are turning to the internet for the things they want to buy locally. Internet marketing let’s you compete with bigger businesses. As a small business owner, that means you can no longer afford to take your chances with mailers or phone book ads that may or may not be working.Source: eMarketer, october 2008
  • Building a website is the first step to marketing your business onlineYour website is likely where customers looking for your products, services, or business will end upWebsites are a great way for businesses to establish their online identityFor some businesses, you can use your website to convert customers direclty and sell your products/services on the webWays to get Started: (pros and cons)Hire Someone,Get a family member to do itBuild a website with a templated providerNo matter what way you do it… Slide Two: Use checklist, show image with features with arrows to features (Domain, above the fold, paypal, contact info)
  • Slide Two: Use checklist, show image with features with arrows to features (Domain, above the fold, paypal, contact info)Make URL animate big
  • Slide 1 – Search results with SEO, PPC, and Local circles and descriptionSlide 2- Google Place page image (unclaimed – show how to clai)
  • Slide 1 – Search results with SEO, PPC, and Local circles and descriptionSlide 2- Google Place page image (unclaimed – show how to clai)Search for “Lexington Flowers”
  • Slide 1:What is Email Marketing – What isn’t Email Marketing (rich images, way to communicate w existing customer, cost effective way to reach customers, a way to communicate with all customers vs. using gmail, spam (opt in), replacement in traditional direct mail, just a thing for big businesses
  • Change to JCrewSlide 2:Image – Big Business vs. Small business EM campaignUse callouts to explain imageAdd reporting stats image on top of domain One stats screen
  • Internet Marketing Boot Camp

    1. 1. Internet Marketing<br />Get Online. Get Found. Grow your Business.<br />Whitney Pegden<br />
    2. 2. Internet Marketing Boot Camp<br />
    3. 3. What is Internet Marketing<br />Company Confidential – VistaPrint © 2007<br /><ul><li>Websites
    4. 4. Email Marketing
    5. 5. Banner Ads
    6. 6. Adwords
    7. 7. Google
    8. 8. Yahoo
    9. 9. Bing
    10. 10. Social Media
    11. 11. Facebook
    12. 12. Twitter
    13. 13. PPC
    14. 14. SEO
    15. 15. Foursquare
    16. 16. Yelp
    17. 17.</li></ul>Internet Marketing is a broad mix of techniques businesses can use to market their business, increase sales, build awareness, and communicate with customers on the internet<br />
    18. 18. The Importance of Internet Marketing<br />Company Confidential – VistaPrint © 2007<br />Build Brand Off and Online<br />It’s important to brand your business across multiple marketing channels. Whether it’s in a store, in a brochure, or on your website, make sure people can find you wherever they’re looking with consistent messaging they’ll recognize.<br />Acquire new Customers<br />Whether you’re a local business or selling your products nationally, the internet is the number one place consumers are shopping or searching for business information. <br />The internet is an inexpensive and effective way to keep in touch with your growing customer base. Use Internet Marketing to share your latest news, promotions and events.<br />Retain Existing Customers<br />Manage Online Reputation<br />Forums like Facebook, blogs, and review sites like Yelp are influencing consumer decisions. Make sure to stay involved in the conversation to keep your business reputation strong. <br />
    19. 19. By The Numbers<br />Company Confidential – VistaPrint © 2007<br />61% of local searchers make in-store visits after searching for a business online <br />E-mail marketing's return on investment (ROI) is $45 for every dollar spent<br />87% of online Local Searchers never leave the 1st page of search results<br />57.5% of internet users use social networks at least monthly this year<br />42% of Twitter users learn about products and services via Twitter. 41% provide opinions about products/services. 19% seek customer support<br />46% of small businesses still don’t have a website<br />
    20. 20. Get Online.<br />Company Confidential – VistaPrint © 2007<br />
    21. 21. It’s about Driving Traffic to your Site and Business<br />Company Confidential – VistaPrint © 2007<br />Just like a storefront where it’s important to get foot traffic, internet marketing is all about getting people to your website<br />eCommerce<br />Social Media<br />Blogs<br />SEO<br />Email Marketing<br />86% of consumers who use search engines to find a local product or service follow up with a phone call or in-store visit. And 61% of those end up making their purchase offline. <br />Local Search<br />
    22. 22. Taking the Leap<br />Company Confidential – VistaPrint © 2007<br />Building a website is the first step to marketing your business online and establishing your online identity. There are a few different ways to get started. <br />Pros<br />Cons<br /><ul><li> Less Effort
    23. 23. Peace of Mind
    24. 24. Expensive
    25. 25. Hard to maintain</li></ul>Hire Someone<br />Get a Family Member to Do it<br /><ul><li>Inexpensive
    26. 26. Convenient
    27. 27. You don’t like asking for favors
    28. 28. What if you don’t like it?</li></ul>Build a Website Yourself<br /><ul><li>Inexpensive
    29. 29. Easy to Maintain
    30. 30. Takes more time
    31. 31. Requires you to do the work</li></li></ul><li>Websites 101<br />Company Confidential – VistaPrint © 2007<br />Your website is likely where customers looking for your products or services will end up. It’s your home base when people are looking for you on the internet. <br />Website Checklist<br />Website URL/Domain<br />1<br /><ul><li>Secure your business’s “.com” domain if available
    32. 32. Make sure your Contact information is very prominent
    33. 33. Add options for customers to purchase your products and services online with a shopping cart
    34. 34. Make sure the most important information is above the fold
    35. 35. Add Facebook and Twitter widgets to your site so visitors can follow you online</li></ul>2<br />Contact Info<br />3<br />Shopping Cart<br />4<br />Above the Fold<br />
    36. 36. Get Found. <br />
    37. 37. Get Found with Search Engine Marketing<br />Search Engines like Google have 3 main types of search results: Local, Organic, and Paid. Use Search Engine Marketing to increase your website visibility and drive traffic to your site. <br />Local Search<br />Paid Search<br />Organic Search<br />Company Confidential – VistaPrint © 2007<br />
    38. 38. Search 101: Google Places<br />85% of people contact businesses they find in local searches. Set up and verify your Google Places page to increase the chances that people searching on the internet will find you. <br />Search Marketing Checklist<br /><ul><li>Claim your business on Bing and Yahoo and set up a Google Places page
    39. 39. Choose 2-5 keywords that describe your business, and make sure to include them frequently on your site
    40. 40. Set up a listing for your business on Yelp
    41. 41. Consider hiring an SEO consultant</li></ul>1<br />Claim Listing<br />Business Verified<br />6<br />Fill out Business Info<br />4<br />Edit Your Business<br />3<br />2<br />Verify Listing<br />5<br />Sign In<br />
    42. 42. Grow your Business.<br />
    43. 43. Announce your Website with Email Marketing<br />Company Confidential – VistaPrint © 2007<br />Use Email Marketing as a form of direct marketing to distribute information about your business, products, and events to keep customers coming back.<br />What Email Marketing Is<br />What Email Marketing Isn’t<br /><ul><li> A way to communicate with your customers using email
    44. 44. Sending emails with rich images and content
    45. 45. A way to keep in touch with your many customers
    46. 46. Cost effective way to reach customers
    47. 47. A replacement for traditional direct mail marketing
    48. 48. Using Gmail, yahoo, etc. to send simple emails to your customers
    49. 49. A tool for spamming consumers with unwanted mail
    50. 50. A tool just for Big businesses</li></li></ul><li>Email Marketing 101<br />Company Confidential – VistaPrint © 2007<br />Use Email Marketing to distribute information about your business, products, and events to keep customers informed and coming back<br />Campaign Activity<br />Email Marketing Checklist<br />Small Business Email Marketing<br />Big Business Email Marketing<br /><ul><li>Add Register Forms to your store and encourage your customers to sign up for email notifications
    51. 51. Add a Contact Form to your website
    52. 52. Make sure there is a prominent “Call to Action” and a link to your website in each campaign
    53. 53. Brainstorm a list of Subject Lines to encourage recipients to open emails
    54. 54. Monitor your reporting and results to enhance your emails going forward</li></ul>3<br />Monitor Activity<br />2<br />Subject Lines<br />2<br />Subject Lines<br />Subject: Can’t fit a Sofa under your Tree?<br />1<br />Call to Action<br />1<br />Call to Action<br />
    55. 55. An Internet Marketing Portfolio makes it Possible<br />Company Confidential – VistaPrint © 2007<br />Internet Marketing is different for every company, but using a combination of techniques will deliver the most success for your business.<br />eCommerce<br />Social Media<br />Blogs<br />SEO<br />Email Marketing<br />Local Search<br />
    56. 56. Questions?<br />
    57. 57. Internet Marketing Checklist<br />1/20/2011<br />18<br />