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Online marketing for offline businesses

Online marketing for offline businesses

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Proposal Presentation Transcript

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