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The Problem http://www.ypassociation.org/
The Problem <ul><li>Consumers are using Google for local search
Business directory MerchantCircle has online profiles of 1.3 million small companies, four times what it had two years ago.
Review site Yelp had 31 million unique visitors in April, up 35 percent year-on-year
Your competition is listed
You are not listed </li></ul>
The Problem <ul><li>Print advertising is expensive
Flyers, coupons, newspaper ads all have significant costs in both time and money </li><ul><li>Hire out art-work and design
Pay for printing
Pay for distribution
Split-testing is expensive
Results are not measured </li></ul></ul>
Expected Results <ul><li>Be seen at or near the top of Google for popular local search terms targeting your business
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Proposal

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Online marketing for offline businesses

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Transcript of "Proposal"

  1. 1. The Problem http://www.ypassociation.org/
  2. 2. The Problem <ul><li>Consumers are using Google for local search
  3. 3. Business directory MerchantCircle has online profiles of 1.3 million small companies, four times what it had two years ago.
  4. 4. Review site Yelp had 31 million unique visitors in April, up 35 percent year-on-year
  5. 5. Your competition is listed
  6. 6. You are not listed </li></ul>
  7. 7. The Problem <ul><li>Print advertising is expensive
  8. 8. Flyers, coupons, newspaper ads all have significant costs in both time and money </li><ul><li>Hire out art-work and design
  9. 9. Pay for printing
  10. 10. Pay for distribution
  11. 11. Split-testing is expensive
  12. 12. Results are not measured </li></ul></ul>
  13. 13. Expected Results <ul><li>Be seen at or near the top of Google for popular local search terms targeting your business
  14. 14. Capture customer's email addresses automatically
  15. 15. Ability to send advertisements/notices of specials/incentives/etc at the click of a button
  16. 16. Active, on-line presence with an interactive web-log </li></ul>
  17. 17. Expected Results <ul><li>Visibility in all of the on-line business directories
  18. 18. Presence on Facebook
  19. 19. Alternative media </li><ul><li>On-line radio interviews
  20. 20. YouTube videos
  21. 21. Slideshare presentations </li></ul><li>Press releases both on-line and traditional
  22. 22. Optimize ad spend with AdWords </li></ul>
  23. 23. The Solution <ul><li>On-page and off page search engine optimization </li><ul><li>Both blog and website
  24. 24. Keyword research to find top searched terms
  25. 25. Alter title tags, H1 tags, meta tags
  26. 26. Post backlinks </li><ul><li>Blog commenting
  27. 27. Forum profiles
  28. 28. Article marketing
  29. 29. Social bookmarking </li></ul></ul></ul>
  30. 30. The Solution <ul><li>Capture email with Newsletter opt-in form </li><ul><li>Customer gets a freebie in exchange
  31. 31. Customer/prospect gets a series of emails
  32. 32. Ability to send one-off newsletter or special offer
  33. 33. Import existing customer list
  34. 34. Customer may opt-out at any time automatically
  35. 35. All emails compliant with the CAN-SPAM act
  36. 36. DKIM ensures high deliverability and avoids spam folder </li></ul></ul>
  37. 37. The Solution <ul><li>Create a Wordpress Blog </li><ul><li>Builds an interactive web-presence
  38. 38. Offer advice to prospects & customers </li><ul><li>Which products to use
  39. 39. How-to articles </li></ul><li>Public is allowed to post comments and questions
  40. 40. Usage statistics tracked through Google Analytics
  41. 41. Automatic pinging for new posts </li></ul></ul>
  42. 42. The Solution <ul><li>Google Places </li><ul><li>Connected to Google Maps </li></ul><li>Yelp
  43. 43. Yahoo!
  44. 44. CitySearch
  45. 45. SuperPages
  46. 46. InsiderPages
  47. 47. Merchant Circle
  48. 48. More....... </li></ul>
  49. 49. The Solution <ul><li>Facebook </li><ul><li>Most people know 250 other people </li><ul><li>Ask any funeral director how many people show up, on-average </li></ul><li>When they become your Facebook friend, you can befriend their friends </li><ul><li>10 friends means 2500 potential friends </li></ul><li>You become a part of the local community
  50. 50. You can contribute to local conversations
  51. 51. Post when you have a special offer </li></ul></ul>
  52. 52. The Solution <ul><li>Alternative media </li><ul><li>YouTube videos
  53. 53. Professional videos on website </li><ul><li>Hire local production company to do an interview
  54. 54. Video of a free seminar posted on the website </li></ul><li>On-line radio </li><ul><li>Record over the phone </li></ul><li>Slideshare </li><ul><li>Slideshows online </li></ul></ul></ul>
  55. 55. The Solution <ul><li>Press releases </li><ul><li>Post company news both online and traditional </li></ul><li>AdWords </li><ul><li>Allows you to be at top of Google for tough-to-rank keywords
  56. 56. Allows you to test keywords
  57. 57. Allows you to split-test ad copy
  58. 58. Will show an immediate response </li></ul></ul>
  59. 59. The Solution <ul><li>Google Analytics </li><ul><li>Allows tracking of hundreds of metrics
  60. 60. Gives feedback on what works and what does not
  61. 61. Shows your traffic over time
  62. 62. Gives you demographics of your visitors
  63. 63. Shows which blog posts are more popular </li></ul></ul>
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