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Online marketing for offline businesses

Online marketing for offline businesses



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    Proposal Proposal Presentation Transcript

    • The Problem http://www.ypassociation.org/
    • The Problem
      • 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
    • The Problem
      • Print advertising is expensive
      • Flyers, coupons, newspaper ads all have significant costs in both time and money
        • Hire out art-work and design
        • Pay for printing
        • Pay for distribution
        • Split-testing is expensive
        • Results are not measured
    • Expected Results
      • Be seen at or near the top of Google for popular local search terms targeting your business
      • Capture customer's email addresses automatically
      • Ability to send advertisements/notices of specials/incentives/etc at the click of a button
      • Active, on-line presence with an interactive web-log
    • Expected Results
      • Visibility in all of the on-line business directories
      • Presence on Facebook
      • Alternative media
        • On-line radio interviews
        • YouTube videos
        • Slideshare presentations
      • Press releases both on-line and traditional
      • Optimize ad spend with AdWords
    • The Solution
      • On-page and off page search engine optimization
        • Both blog and website
        • Keyword research to find top searched terms
        • Alter title tags, H1 tags, meta tags
        • Post backlinks
          • Blog commenting
          • Forum profiles
          • Article marketing
          • Social bookmarking
    • The Solution
      • Capture email with Newsletter opt-in form
        • Customer gets a freebie in exchange
        • Customer/prospect gets a series of emails
        • Ability to send one-off newsletter or special offer
        • Import existing customer list
        • Customer may opt-out at any time automatically
        • All emails compliant with the CAN-SPAM act
        • DKIM ensures high deliverability and avoids spam folder
    • The Solution
      • Create a Wordpress Blog
        • Builds an interactive web-presence
        • Offer advice to prospects & customers
          • Which products to use
          • How-to articles
        • Public is allowed to post comments and questions
        • Usage statistics tracked through Google Analytics
        • Automatic pinging for new posts
    • The Solution
      • Google Places
        • Connected to Google Maps
      • Yelp
      • Yahoo!
      • CitySearch
      • SuperPages
      • InsiderPages
      • Merchant Circle
      • More.......
    • 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
        • You can contribute to local conversations
        • Post when you have a special offer
    • The Solution
      • Alternative media
        • YouTube videos
        • Professional videos on website
          • Hire local production company to do an interview
          • Video of a free seminar posted on the website
        • On-line radio
          • Record over the phone
        • Slideshare
          • Slideshows online
    • 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
        • Allows you to test keywords
        • Allows you to split-test ad copy
        • Will show an immediate response
    • The Solution
      • Google Analytics
        • Allows tracking of hundreds of metrics
        • Gives feedback on what works and what does not
        • Shows your traffic over time
        • Gives you demographics of your visitors
        • Shows which blog posts are more popular