2. E-Marketing - Overview
Day 1 Bringing your businesses online
● Setting up a website for your business
● Social media crash course
● Managing your web presence
Day 2 Driving online traffic
● SEO & backlink building 101
● Online marketing tactics
● Running a Google Adwords campaign
● Running a Facebook campaign
Day 3 Driving online traffic & getting sales
● Converting visitors to customers
● Google Analytics – monitoring & optimizing your website
● Advanced SEO tactics
Alexandria - November 2012
3. Bringing Your Business Online
● What to expect in the online marketing process.
The tuff truth:
644, 275,754 active websites in the world.
■
No marketing = 1-2 visitors per month
■
6 months to see good traffic
■
continuous effort 1-4 hours weekly
■
The good news:
online sales 20% yearly growth
■
80% small business say gained over a 25% customers online
■
Business I have worked with: Potter Cohen Law, Western Fencing,
■
SoleSociety, DirectTV, Home Insurance
● Moving Online
Alexandria - November 2012
4. Setting up a website for your business.
Asking the right questions
Planning your website - the good recipe
Alexandria - November 2012
5. Setting up a website for your business.
Asking the right questions.
What is the goal of my website?
● service vs product oriented
● brand awareness vs sales driven
Alexandria - November 2012
6. Setting up a website for your business.
Asking the right questions.
○ Should I use a CMS?
● What is a CMS (Content
Management System)
● Pros / Cons
● Finding a hosting company
Alexandria - November 2012
7. Setting up a website for your business.
Content Management System usage breakdown
Alexandria - November 2012
8. Setting up a website for your business.
Asking the right questions.
○ How will I set up/host my website ?
● Setting up a business website on a Website builder
platform
● Site Builder through hosting providers (Recommended)
● Custom Website Development
Alexandria - November 2012
9. Setting up a website for your business.
Asking the right questions.
○ What should my domain name be?
● Get most commonly used extension, in usa this is “.com”
● Brand vs Keyword targeting
● Use old domain names
● Your Business name
● Avoid - Long names, uncommon extensions, hard to remember, hyphens
numbers
Alexandria - November 2012
10. Setting up a website for your business.
Ingredients for a marketable website.
● Have a brand
○ Business name
○ Tagline
○ Logo
○ Business Colors
○ Mission statement
○ Business Theme
● Be consistent
Alexandria - November 2012
11. Setting up a website for your business.
Ingredients for a marketable website.
● Have a clear site navigation
● Look Good
● Use Fixed Width Layout
Alexandria - November 2012
12. Setting up a website for your business.
Ingredients for a marketable website.
● Have a clear site category/directory structure.
/business-hours
/about-us
/contact-us
/menu/food
/menu/food/bread
/menu/drink
/menu/drink/pepsi
/events/live-bands
/events/live-bands/papa-roach
/events/game-nights
/events/game-nights/bingo
/news
/news/restaurant-launches-in-alexandria-egypt
● Try to avoid using drop down menus in main
site navigation.
Alexandria - November 2012
13. Setting up a website for your business.
Ingredients for a marketable website.
● Great Content
○ Videos
○ Audio Content
○ Images
○ Articles
○ PDF's
● What makes great content?
○ original, industry specific, up to date, commonly needed
● Other content Ideas
○ lists, Testimonials, Glossary of terms, Quizzes, Case studies, data/research,
Question/Answers
Alexandria - November 2012
14. Setting up a website for your business.
Ingredients for a marketable website.
● Good Page Titles
● Fast Site
● Other Ingredients
○ Clear contact info (phone # on every page)
○ Sitemap
○ Rss Feed
○ Social Media Integration
Alexandria - November 2012
15. Setting up a website for your business.
Ingredients for a marketable website.
● Putting it all together
○ Questions answered
○ Content Created
○ Site navigation/structure layout
○ Look /Feel & Logo Designed
○ Domain, Hosting provider & CMS or programmer selected
Alexandria - November 2012
16. Social Media Crash Course.
● Social Media Statistics
Alexandria - November 2012
17. Social Media Crash Course
● Social Media is used to
○ Building brand awareness
○ Create company visibility
○ Reach your target market directly
○ Get immediate feedback from customers
○ Engage your customers
○ Enhance SEO / Google ranking
Alexandria - November 2012
18. Social Media Crash Course
● Social Media and Small Business
○ How much time and resources are required?
○ Is social Media worth it for my small business?
Alexandria - November 2012
19. Social Media Crash Course
2012 social media total users stats - (numbers in millions)
Alexandria - November 2012
20. Social Media Crash Course
Jan 2012 avg minutes/user
Alexandria - November 2012
21. Social Media Crash Course
Jan 2012 - Extrapolated total site social media usage (in millions of minutes/month)
Alexandria - November 2012
22. Social Media Crash Course
The big social media platforms
● Facebook
● Twitter
● Google +
● Youtube
● Pinterest
● LinkedIn
● Tumblr
Alexandria - November 2012
23. Social Media Crash Course
Facebook - An in depth look
● Setting up a facebook page
● Building a fan base
○ Find and engage in groups that are in your industry
○ Leverage current fan/friend base (don't spam or invite all friends)
○ Regularly offer interesting content
○ Offer incentive for users to like page
Alexandria - November 2012
24. Managing your web presence
Properly Integrating Social Media
● Using the like button properly?
● Careful with outbound social media links
● Use share/like links liberally
● Social Media Management tools
○ hootsuite
Alexandria - November 2012
