Jump start your online marketing


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Search engine optimization (SEO), social media marketing, email marketing and Google Analytics for small business marketing.

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Jump start your online marketing

  1. 1. Jump Start Your Online MarketingEssential Elements of Online Marketing Success for Small Business
  2. 2. Why Is It Important To Focus On Online Marketing? According to research firm Marketing Sherpa, 80% of business decision- makers who made a recent purchase said they found the product vendor. While just 20% said the product vendor found them. Source: Marketing Sherpa, 2009 66% of consumers responding to an offline advertisement visited the web site of the company advertised or a search engine to learn more, while only 14% called a phone number from the advertisement, the survey says. Source: Jupiter Research, 2009 WestchesterMarketingCafe.com
  3. 3. Goal Setting – Review Your Marketing PlanKnow your audience– Who are your target customers?Know your message– Different audiences will require different information; but be consistent in your brandKnow your plan– Look past this week’s blog post; what is the integrated plan for the year? "Begin with the end in mind.“ - Stephen Covey WestchesterMarketingCafe.com
  4. 4. Essential Elements of Online MarketingStrong website – Professional, well organized site – Optimized for search engine placementStaying in front of your audience – Social networking opportunities – eMail contact – Offline marketingAnalytics to refine efforts WestchesterMarketingCafe.com
  5. 5. What is Search Engine Optimization (SEO) ?Search Engine Optimization is themethodology you use to increase yoursite’s placement in the search engines.Top things you should know: – Keywords – On-page Factors – Content Development – Inbound Links WestchesterMarketingCafe.com
  6. 6. KeywordsKeywords and keyword phrases are how the search engines know what yoursite is all about. – Develop a list of strong, relevant keywords • Broad terms • Narrow terms • Keyword phrases – Free tools • www.adwords.google.com/o/Targeting/Explorer • www.freekeywords.wordtracker.com • www.keyworddiscovery.com/search.html Avoid choosing keywords that are too competitive, too broad or too unique. WestchesterMarketingCafe.com
  7. 7. On-Page FactorsFactors effecting page rank – Title tags – Meta description and meta keywords – Header tags & text modifiers – Images alt tags – Contextual links – Validate HTMLFree tools – Widexl.com – Hubspot; http://websitegrader.com/ – W3C; http://validator.w3.org/ Search engines don’t rank sites, they rank individual pages. WestchesterMarketingCafe.com
  8. 8. Content DevelopmentKey points for effective content development – Write for people – No duplication – Keyword density – Keep content current • BloggingFree tools – www.copyscape.com – www.webuildpages.com/seo-tools/keyword-density WestchesterMarketingCafe.com
  9. 9. Inbound LinksYour relevancy is lifted by quality sites linking to your site; especially if thelinks are from keyword-rich anchor text. – Acquire quality, not quantity – Link and article directory submissions – Community participation • Blogs and forums Find who’s linking to your competitors by searching “link:url.com” on Google , “domainlink URL.com” on Yahoo. WestchesterMarketingCafe.com
  10. 10. What Is Social Media?Social media is a way of connecting to your customers in a way that THEYare comfortable with. It’s permission-based vs. interruption-based.Top things you should know: – Complete your profile – Participate – Be Yourself – Don’t sell! – Logistics; who, what, where, when, why? WestchesterMarketingCafe.com
  11. 11. Be An Active ParticipantComplete your profile – Photos – Links to your site – Professional associationsParticipate – Share your knowledge – Ask questions – Join the conversationBe yourself – People want to connect with other people Social media is a marathon, not a sprint. WestchesterMarketingCafe.com
  12. 12. Logistics“Who” could be interns, staff – Someone very familiar with your brand“What” could be contests, YouTube videos,articles of interest, latest news – Engaging content of interest to your audience“Where” should be the channel that makesthe most sense given your target audience – Pick what works best for your business“When” should be at least once a day – Older content gives way to newer updates“Why” is to build your network, establishauthority and improve SEO – It’s Social Media Marketing WestchesterMarketingCafe.com
  13. 13. Facebook 101Profile – Profile is YOU – Must confirm “friends” – Various privacy controlsPage – Page is YOUR BUSINESS – Do not need to confirm “likes” – Everyone can see WestchesterMarketingCafe.com
  14. 14. Twitter 101Do not need to allow “followers”Share your status in 140 characters orlessLittle privacy control WestchesterMarketingCafe.com
  15. 15. LinkedIn 101Tends to be more formal – Many groups around various topics – Discussion thread in which you can participate and ask questionsYou add “connections” – Can view your connections’ contacts to build your network WestchesterMarketingCafe.com
  16. 16. SM AggregatorsFree tools – Tweetdeck – Ping.fm – FriendFeed – Minggl – Twhirl WestchesterMarketingCafe.com
  17. 17. eMail CampaignsTop Things You Should Know:– Be professional 74% of Internet users age 64 and older send and receive– Be regular email, making it the most popular– Be relevant online activity for this age group.– Be brief - Pew Internet and American Life Project (Feb 2009)– Be specific The number of marketing emails sent by U.S. retailers and wholesalers this year will hit 158 billion and grow 63% to 258 billion in 2013. - Forresters US Email Marketing Volume Forecast (2008) WestchesterMarketingCafe.com
  18. 18. Be ProfessionalUse a service – MailChimp, Constant Contact, MyEmma, etc. • Will help you manage your lists • Will help you manage your campaigns & provide stats to help you improve your returnBuild a “clean” list – Optin form on website – Link to optin from your email signature – Provide special incentivesBe clear how you’ll use the list – Don’t share or sell – Opt outs will be respected – Your frequency; weekly, daily, monthly WestchesterMarketingCafe.com
  19. 19. Be RegularCreate an editorial calendar – Know what you’ll be writing about for the next 6 months.Set a schedule and stick too it – Too frequent and you’ll annoy your readers – Too infrequent and they’ll forget who you areOptimal schedule will be determined by subject matter – Twice a month is OK Invite guest authors to cross-promote and infuse fresh ideas. WestchesterMarketingCafe.com
  20. 20. Be RelevantNo one cares about YOU besides your mother– What are you saying that helps your audience? • Useful / educational information about your industry • Offers or discounts– Always write for the audience’s benefit– It should be current • Respond to recent news stories or developments in your industry– Keep it brief • For longer articles provide a synopsis or an introductory paragraph with a link to the complete article Blogs and forums will provide you will timely topics to which you can respond. WestchesterMarketingCafe.com
  21. 21. Be SpecificInclude a “call to action” – What do you want your readers to do? • Click through to website? • Respond to a specific offer? • Send to a friend? – Don’t make readers work to find what you want them to do – Links should go to relevant content on your website • A link to your home page makes readers work to get to where you want them to go. WestchesterMarketingCafe.com
  22. 22. Avoiding the Spam BotsAvoid spammy phrases – Click here! – Once in a lifetime opportunityAvoid using one big image – Also bad for mobile devices – Often are turned off by defaultAvoid sloppy HTML – Use a professional – Use a template – DO NOT USE MICROSOFT WORDAvoid all caps – It’s considered yelling WestchesterMarketingCafe.com
  23. 23. Assessing ProgressTo be successful you need to track your stats and see what’s working, buildon those successes and eliminate what’s not working. – Google Analytics – Social media reach – Email campaign statistics Statistics are tools, they are not goals. WestchesterMarketingCafe.com
  24. 24. Website AnalyticsFocus on the big picture – Traffic • Volume • Bounce rate – Traffic sources • Sites • Keywords – Pages/visit – Time on siteFree tools: – Google analytics – Hubspot Website Grader http://websitegrader.com/ WestchesterMarketingCafe.com
  25. 25. Social Media StatisticsFocus on interactions – Facebook Insights – Twitter mentions and retweets – LinkedIn searches and profile viewsFree tools – http://klout.com/ WestchesterMarketingCafe.com
  26. 26. Email Campaign StatisticsFocus on clicks – Clickthrough volume – Clicks by linkDon’t ignore optouts or complaints – If these are too high you’re doing something wrong. WestchesterMarketingCafe.com
  27. 27. Thank You