Small Company Big Impact Using Your Website and Online Marketing Strategy to Gain Marketshare Bernie Borges – Find and Convert February 24, 2009

Bernie Borges Bio Blogger, Speaker, Podcaster, Author (publishing June 2009) Founder, CEO Find and Convert Internet Strategy Search Engine Optimization Pay-per-Click Advertising Management Visitor Conversion Strategies Social Media Strategies Help B2B companies find and convert leads on the web

Blogger, Speaker, Podcaster, Author (publishing June 2009)

Founder, CEO Find and Convert

Internet Strategy

Search Engine Optimization

Pay-per-Click Advertising Management

Visitor Conversion Strategies

Social Media Strategies

Help B2B companies find and convert leads on the web

Why Marketing 1.0 Doesn’t Work Anymore Developing a Website for Two Audiences Marketing 2.0 Tools & Platforms Personal Branding Measuring Results Case Study Actions and Take-Aways Topics

Why Marketing 1.0 Doesn’t Work Anymore

Developing a Website for Two Audiences

Marketing 2.0

Tools & Platforms

Personal Branding

Measuring Results

Case Study

Actions and Take-Aways

Why Marketing 1.0 Doesn’t Work Anymore Outbound Marketing Telemarketing Email Marketing Direct Mail Print Tradeshows TV/Radio Inbound Marketing SEO/PPC Blogging Social Networking RSS Enabled Content Video/Photos Twitter Slideshare

Outbound Marketing

Telemarketing

Email Marketing

Direct Mail

Print

Tradeshows

TV/Radio

Inbound Marketing

SEO/PPC

Blogging

Social Networking

RSS Enabled Content

Video/Photos

Twitter

Slideshare

Why Marketing 1.0 Doesn’t Work Anymore

Old vs. New Marketing Outbound Marketing Inbound Marketing

Your Website Has Two Audiences

Website: Serving Two Masters People Clear Message Clean Design Visual Support Easy Navigation Call to Actions

People

Clear Message

Clean Design

Visual Support

Easy Navigation

Call to Actions

Website: Serving Two Masters Search Engines Text Lean Code “Market Focus” Link Structure Lot’s of Content

Search Engines

Text

Lean Code

“Market Focus”

Link Structure

Lot’s of Content

Search Marketing: SEO Heavy Lifting on Front End Keyword Research Focused Content SEF Architecture a Must Link Building Get Social Never Ends

Heavy Lifting on Front End

Keyword Research

Focused Content

SEF Architecture a Must

Link Building

Get Social

Never Ends

Search Marketing: PPC Develop Campaigns Segment into Groups Keyword Research Go for Longtails Dedicated Landing Pages Set Daily Budgets Test Call to Actions Geo Target (if applicable) Be Anal About Metrics Test, Revise, Measure Test, Revise, Measure

Develop Campaigns

Segment into Groups

Keyword Research

Go for Longtails

Dedicated Landing Pages

Set Daily Budgets

Test Call to Actions

Geo Target (if applicable)

Be Anal About Metrics

Test, Revise, Measure

Test, Revise, Measure

Marketing 2.0 Think Like a Publisher Focus on Relationships

Think Like a Publisher

Marketing 2.0: Think Like a Publisher! Think Content! Blogs Newsletters White Papers e-books Podcasts Videos Photos Presentations

Think Content!

Blogs

Newsletters

White Papers

e-books

Podcasts

Videos

Photos

Presentations

Developing a Social Media (Marketing 2.0) Plan Begin with Research Where does your customer “hang out?” Ask your customers Research your competition Search on the social web

Begin with Research

Where does your customer “hang out?”

Ask your customers

Research your competition

Search on the social web

Developing A Social Media Plan Source: The Value of Many, Neighborhood America

Make a Commitment Should you…. Start a blog? Focus on social networking sites? Start your own community on the web? Twitter? Video?

Should you….

Start a blog?

Focus on social networking sites?

Start your own community on the web?

Twitter?

Video?

Themed Human Voice Transparency Commitment Business Blogging Strategies

Themed

Human Voice

Transparency

Commitment

Size of Blog Market

Social Media Tools and Platforms

Facebook http://www.insidefacebook.com/

Facebook: Individual Profile

Facebook Groups

Fan Page Facebook Fan Page

Fan Page

LinkedIn Individual Profile Work History Recommendations Introductions Portfolio Valuable Links

LinkedIn Groups

What is Twitter? http://www.commoncraft.com/Twitter Micro Blogging 140 Characters Per Post Follow and be Followed Communicate Connect Inspire Educate Entertain

Some Famous People on Twitter…

Some Not-So-Famous People on Twitter 

Want to Find Someone on Twitter? http://www.socialbrandindex.com/

Twitter: Events & Trends Using Hashtags

Personal Branding Individual reputation management Personal and professional brand converged Benefits individual and employer Be real, be interesting Contribute It’s an asset! Embrace it!

Individual reputation management

Personal and professional brand converged

Benefits individual and employer

Be real, be interesting

Contribute

It’s an asset!

Embrace it!

Personal Branding http://www.businessweek.com/blogs/in_your_face/archives/2008/05/bernie_borges_l.html

Video

Video: Blendtec Over 6M Views Sales Grew 700% National Media Coverage Cross Over Brand Pull SEO Value

Presentations

Measuring Results Relationships Content Alignment Best Practices

Relationships

Content

Alignment

Best Practices

Google Analytics

Hubspot: Facebook Lead Tracking

Reputation Management Tools http://jobmob.co.il/blog/online-reputation-management-resources-tips/

Making Time for Social Media Are you getting great results now? Did your marketing budget increase? Are your buyers easy to reach? Is your brand as good as it could be? How do you currently allocate your time???

Are you getting great results now?

Did your marketing budget increase?

Are your buyers easy to reach?

Is your brand as good as it could be?

Staffing Implications There are many… Do they get it? Who likes to write? Introverts? Extrovert? Staff re-allocation? Time commitment? Justification?

There are many…

Do they get it?

Who likes to write?

Introverts? Extrovert?

Staff re-allocation?

Time commitment?

Justification?

http://www.sherpastore.com/socialmediabmg09.html

Case Study Stronger Brander Equity Lower Cost Sales Process Elimination of Non-Performing Marketing Activities

Reasons Not to do Marketing 2.0 Don’t have time… Our staff resists it… Our competitors aren’t doing it… We’re going out of business…

Don’t have time…

Our staff resists it…

Our competitors aren’t doing it…

We’re going out of business…

Website is for Two Audiences Think like a publisher Focus on building relationships Research the Social Web Engage, Listen, Act Consider Proper Staff Allocation Experiment & Be Patient Measure Traffic, buzz, brand, sales cycles, referrals, etc. Actions & Take-Aways

Website is for Two Audiences

Think like a publisher

Focus on building relationships

Research the Social Web

Engage, Listen, Act

Consider Proper Staff Allocation

Experiment & Be Patient

Measure

Traffic, buzz, brand, sales cycles, referrals, etc.

Connect with Bernie Borges… Email: [email_address] Website: http://www.findandconvert.com/ Blog: http://www.findandconvert.com/blog/ Twitter: http://twitter.com/berniebay LinkedIn: http://linkedin.com/in/bernieborges Facebook: http://profile.to/bernieborges Facebook Fan Page: http://companies.to/findandconvert