Internet Marketing Boot Camp
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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.

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 Internet Marketing Boot Camp Presentation Transcript

  • Internet Marketing
    Get Online. Get Found. Grow your Business.
    Whitney Pegden
  • Internet Marketing Boot Camp
  • What is Internet Marketing
    Company Confidential – VistaPrint © 2007
    • Websites View slide
    • Email Marketing View slide
    • Banner Ads
    • Adwords
    • Google
    • Yahoo
    • Bing
    • Social Media
    • Facebook
    • Twitter
    • PPC
    • SEO
    • Foursquare
    • Yelp
    • Yellowpages.com
    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
  • The Importance of Internet Marketing
    Company Confidential – VistaPrint © 2007
    Build Brand Off and Online
    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.
    Acquire new Customers
    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.
    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.
    Retain Existing Customers
    Manage Online Reputation
    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.
  • By The Numbers
    Company Confidential – VistaPrint © 2007
    61% of local searchers make in-store visits after searching for a business online 
    E-mail marketing's return on investment (ROI) is $45 for every dollar spent
    87% of online Local Searchers never leave the 1st page of search results
    57.5% of internet users use social networks at least monthly this year
    42% of Twitter users learn about products and services via Twitter. 41% provide opinions about products/services. 19% seek customer support
    46% of small businesses still don’t have a website
  • Get Online.
    Company Confidential – VistaPrint © 2007
  • It’s about Driving Traffic to your Site and Business
    Company Confidential – VistaPrint © 2007
    Just like a storefront where it’s important to get foot traffic, internet marketing is all about getting people to your website
    eCommerce
    Social Media
    Blogs
    SEO
    Email Marketing
    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.
    Local Search
  • Taking the Leap
    Company Confidential – VistaPrint © 2007
    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.
    Pros
    Cons
    • Less Effort
    • Peace of Mind
    • Expensive
    • Hard to maintain
    Hire Someone
    Get a Family Member to Do it
    • Inexpensive
    • Convenient
    • You don’t like asking for favors
    • What if you don’t like it?
    Build a Website Yourself
    • Inexpensive
    • Easy to Maintain
    • Takes more time
    • Requires you to do the work
  • Websites 101
    Company Confidential – VistaPrint © 2007
    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.
    Website Checklist
    Website URL/Domain
    1
    • Secure your business’s “.com” domain if available
    • Make sure your Contact information is very prominent
    • Add options for customers to purchase your products and services online with a shopping cart
    • Make sure the most important information is above the fold
    • Add Facebook and Twitter widgets to your site so visitors can follow you online
    2
    Contact Info
    3
    Shopping Cart
    4
    Above the Fold
  • Get Found.
  • Get Found with Search Engine Marketing
    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.
    Local Search
    Paid Search
    Organic Search
    Company Confidential – VistaPrint © 2007
  • Search 101: Google Places
    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.
    Search Marketing Checklist
    • Claim your business on Bing and Yahoo and set up a Google Places page
    • Choose 2-5 keywords that describe your business, and make sure to include them frequently on your site
    • Set up a listing for your business on Yelp
    • Consider hiring an SEO consultant
    1
    Claim Listing
    Business Verified
    6
    Fill out Business Info
    4
    Edit Your Business
    3
    2
    Verify Listing
    5
    Sign In
  • Grow your Business.
  • Announce your Website with Email Marketing
    Company Confidential – VistaPrint © 2007
    Use Email Marketing as a form of direct marketing to distribute information about your business, products, and events to keep customers coming back.
    What Email Marketing Is
    What Email Marketing Isn’t
    • A way to communicate with your customers using email
    • Sending emails with rich images and content
    • A way to keep in touch with your many customers
    • Cost effective way to reach customers
    • A replacement for traditional direct mail marketing
    • Using Gmail, yahoo, etc. to send simple emails to your customers
    • A tool for spamming consumers with unwanted mail
    • A tool just for Big businesses
  • Email Marketing 101
    Company Confidential – VistaPrint © 2007
    Use Email Marketing to distribute information about your business, products, and events to keep customers informed and coming back
    Campaign Activity
    Email Marketing Checklist
    Small Business Email Marketing
    Big Business Email Marketing
    • Add Register Forms to your store and encourage your customers to sign up for email notifications
    • Add a Contact Form to your website
    • Make sure there is a prominent “Call to Action” and a link to your website in each campaign
    • Brainstorm a list of Subject Lines to encourage recipients to open emails
    • Monitor your reporting and results to enhance your emails going forward
    3
    Monitor Activity
    2
    Subject Lines
    2
    Subject Lines
    Subject: Can’t fit a Sofa under your Tree?
    1
    Call to Action
    1
    Call to Action
  • An Internet Marketing Portfolio makes it Possible
    Company Confidential – VistaPrint © 2007
    Internet Marketing is different for every company, but using a combination of techniques will deliver the most success for your business.
    eCommerce
    Social Media
    Blogs
    SEO
    Email Marketing
    Local Search
  • Questions?
  • Internet Marketing Checklist
    1/20/2011
    18