“The Web and digital interactivity nowrepresent the center of the marketinguniverse. Most marketing decisions muststart and end there. Today’s small businessmust view its marketing strategies and tacticswith an eye on growing the online center andradiating beyond with spokes that facilitatemost of the offline transactional functions thatdrive sales and service.”- Jon Jantsch - Duct Tape Marketing
What is Web Marketing?Web marketing, also known asdigital marketing, internet marketing,online marketing, or e-marketing, isthe marketing of products orservices over the Internet.
Methods of Web Marketing• Company Web Site• Search Engine Marketing• Email Marketing• Social Media / Consumer Reviews• Banner Ads• Text / Mobile Marketing
Why Market on the Web?• The Obvious: Increase Customer Leads / Sell more products and services• The Real Reason: 93% of Business-to-Business purchases begin online (BtoB Magazine)• 83% of potential clients visit your web site before deciding to do business with you (MarketingSherpa)
Where Does Web Marketing Start? The Marketing Hub
What Should / Can the Company Web Site Do?• Inform - Company, Services, History, Location• Educate - Asphalt Pavement, Process, What to look for, FAQ, Knowledge Base• Showcase - Recent Work, Portfolio
What Should / Can the Company Web Site Do?• Build Trust - Testimonials, Knowledge Base, Well Designed / Branded Web Site• Capture the Lead - Contact Us Form, Free Quote, Phone, Email, Free Report (Prominent on Site)
Getting Prospects to Your Virtual Door• Off-Line: Business Cards, Signage, Brochures, Flyers, Yellow Pages• On-Line: Email, Social Media, Search Engines, Consumer Reviews• “Drive Traffic” to “Capture the Lead”
Traffic Source #1: Search Engines• What are Search Engines? Search Engines are complex computer programs designed to search and index information on the web.• The Web / Internet is a network of computer servers that host all of the world’s web sites
Search Engine Optimization • SEO is the active practice of optimizing a web site by improving internal and external aspects in order to increase the traffic the site receives from search engines.
Search EngineOptimization Strategies• What is Google Looking For?• Standards Programming / Coding• Complete Meta Tags (code)• Key Word Specific Pages• On-Site Linking• Back Links / In bound links
Local Search Optimization • City / town names included in optimization efforts • Google Places - A Must!
Paid Search Engine Ads/ Pay-Per Click• Located above and beside “natural” results• Bid on keywords/phrases to place your ad higher in listings• Pay only when your ad is clicked• Used in combination with SEO for lesser searched Lesser used keyword phrases
Email Marketing - Customer/ New Prospect Marketing• Email marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial messages to an audience.
Uses for Email Marketing• Automated Messaging - Autoresponders• Company Newsletters• Drip Campaigns (Sequence of emails/letters)• Seasonal Reminders for Customers (automated)• Promotions Combined with Off-Line• Sending FREE Gifts after Web Sign-Up
What is Social Media?• Media for social interaction. Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue. Businesses use social media to interact with consumers.• #1 Rule: Effective social media marketing takes the form of a conversation and not a sales pitch
Do I really Need a Facebook Page?• Not all platforms are for everyone.• For B-to-B contractors LinkedIn might be a good fit, for B-to-C contractors Facebook might be a great platform for their driveway business.• You have to decide what platform works best for your company.• Will you interact and update regularly?• Experimentation is the key to good marketing.
Consumer Review Sites• Consumer review sites are also social media: Kudzu, Angie’s List, Yelp, CitySearch, etc.• Can be very beneficial for contractors who perform residential work.• You send customers to these sites and post reviews• Prospects searching for your services go to these sites and choose high rated businesses
Practical Web Marketing Tips• Keep it simple - or get overwhelmed a freeze• Well designed, modern looking web site is a must - must convert - must be updated• Have a dedicated company email• Choose 2 or 3 web marketing channels and use them
THANKS!• 1 on 1 Web Marketing Analysis• 10% OFF Web Marketing Serviceemail: firstname.lastname@example.org: 404-432-4019