HOW INTERNET MARKETINGCAN INCREASE YOUR SALES Chris Appleton WSI Internet Consultant
WHAT THIS PRESENTATION WILL COVER• The Digitization of Business Today• Local SEO Strategies Using Google Places• Managing Your Brand Reputation Online• Establishing Your Social Media Strategy• The Mobile Generation
THE DIGITIZATION OF BUSINESS Digitization n., the transformation of data from offline (physical) to online (digital) - Reach Local
YOUR CUSTOMERS ARE BECOMING DIGITIZED According to eMarketerMedia Consumption 71.2% of Canadian adults consume media via the Internet 10 Years Ago Today 1-2 Years from Now
LOCAL SEARCH RESULTS Google Places Dominate Page One Increasevisibility of reviews
WHO DOES GOOGLE PLACES IMPACT? Google Place Pages are viewed millions of times each day
SO WHAT DO YOU NEED TO DO? www.google.com/placesforbusiness • Get your listing claimed • Have your profile completed 100% and ensure it appears correctly • Ensure same local phrases are on website as well • Obtain local submissions from directories, social sites • Consider Google Boost
HOW TO GET POSITIVE REVIEWSStep #1Determine which sitesare important sites foryour customers towrite reviews on
HOW TO GET POSITIVE REVIEWS Step #2 • Ask for It: As simple as this sounds - it works. People will give you reviews if you ask. So ask on your website, business cards, brochures, invoices, email signature etc.
HOW TO GET POSTIVE REVIEWS Step #3 • Give a little get a little: Offer an incentive for your customers to post a positive review (example: Tell us how we did and receive 10% off your next service call)
DON’T BE AFRAID TO RESPOND Both + and – feedback will occur If you listen you can turn any comments into + Analyse and strategize: • Immediate appropriate conversations • Strategic change communicated too!
WHAT TO DO WHEN A CRISIS ARISES Review Think thoroughly objectively Respond Don’t be quickly defensive Offer a Communicate solution change
SOCIAL MEDIA – DO YOU REALLY NEED IT? If you answer YES to any one of these questions – WE can help! • Need help in building a social strategy/policy for your business? • Want to build your brand using social? • Need to train employees/staff on how to use social media effectively? • Need to monitor your brand reputation online? • Want to improve your SEO traffic?
TYPES OF SOCIAL MEDIA Social Bookmarking Video/Photo/Music•Facebook Sites •Wikipedia Sharing Sites •Blogger•Twitter •Scribd •Wordpress •Digg •YouTube•LinkedIn •Squidoo •Moveable Type •Technorati •Flickr•Google+ •Gather •Yahoo 360! •Stumbleupon •Photobucket •MSN Spaces •Del.icio.us •Metacafe Social Networking Content Sharing •Last.fm Blogging Sites Sites Sites
Facebook Pages • There are more than 1.5 million local businesses that have active pages on Facebook.
FACEBOOK DEMOGRAPHICS Fastest 25 – 54 Growing Demographics: Females 55+ years Almost 70%
HOW TO CREATE A FACEBOOK PAGE 1. Create A Page: www.facebook.com/pages/create.php 2. Input information, contact details, pictures, videos 3. Invite Friends, Customers, Clients 4. Create a Vanity URL: www.facebook.com/YourBusinessName To Do This Visit: www.facebook.com/username
WHY 1. Protects your brands 2. Helps with SEO 3. Allows you to communicate with customers
VIDEO OPTIMIZATION On average you can have your video on page one of Google within 5-7 days!
WHY MOBILE SITE + OPTIMIZATION• Google indexes mobile sites SEPERATELY• Results are different on Google Mobile• More and more users are searching on mobile devices• Companies with mobile sites are given preference in rankings over non mobile sites!• Less than 1% of all websites are mobile friendly
KEYWORD RESEARCH Keyword Local Monthly Searches (Canada) Mobile Searches heating and air conditioning toronto 1300 46 hvac toronto 3600 260 air conditioning toronto 8100 590 furnace repair toronto 880 73 ductless air conditioning toronto 210 < 10 toronto furnace 4400 320 american standard air conditioning 590 36 air conditioning contractors 2900 140 air conditioning units 40500 2900 air conditioning repair toronto 720 58 heating and air conditioning 33100 1900 ductless air conditioning 3600 260 central air conditioning 8100 590 airconditioning toronto 1900 31 air conditioner toronto 6600 480 carrier air conditioning 3600 260 toronto air conditioner 6600 480