0
Websites, Directories &
Paid Search for the SMB
CAN YOU TAKE ON MORE LEADS?
WHAT ARE YOU DOING TO GET LEADS?
WHAT ARE YOUR COMPETITORS DOING?
  HOW ARE YOU DIFFERENTIATING
          YOURSELF?
YOUR
CUSTOMERS
   ARE
 ONLINE…
6 of 10 small business owners
turn to the I n t e r n et f i r s t for
information about local
companies
92% of Internet users have researched
  a product or service online, then
  purchased offline from a local
  business at l...
85% of consumers agree
that the quality of a
business’s website is an
important factor in earning a
customer’s trust
40% Online                  8% Online




     U.S. Media   U.S. Advertising
    Consumption        Spend
WHAT WOULD YOU DO WITH MORE
   LEADS TO YOUR BUSINESS?
For your business to
remain competitive in today's
economy it is imperative you
have a Web site to promote your
products a...
NOT JUST ANY WEBSITE…
you need a site that converts
visitors into c u s t o m e r s …
Call Tracking
Prominent        Number
Logo



                        Site Search


    Navigation
                  Email...
WHAT ARE YOU DOING
  TO GET FOUND?
The key to growth in
any business is
marketi ng where
consumers are
looking
Your website is like the hub of a wheel…
TRAFFIC
   DRIVERS

• Search Engines
• Local Search
• Online Directories
Search
PAID SEARCH
    Budget-based, query-specific, geo-targeted ads delivered to
consumers at their moment of relevance when th...
In Q3 2009, the small business search advertiser
  spent an average of $1,658 on search advertising.
• ROI Driven
• Ke y w o rd Re s e a rc h
• P r o v e n S t ra t e g i e s
• I nva l u a b l e M a r ke t
  I n s i g ht
• ...
LOCAL SEARCH




Connecting business and
 consumers l o c a l l y
65% of online searchers
  expect local business
  results to be within 20
  miles of them
• Maps relevant local results
• Local reviews from others build
  trust
• Customers choosing a business
• Comparing produc...
ONLINE
DIRECTORIES




  The “new Yellow Pages”
  where people are actively
  searching for your business
• 40 Million users each month
• Over 1 Million Mobile Apps downloaded
• 74% of YellowPages.com Visitors contact
  business...
NEXT STEPS TO
A SUCCESSFUL
WEB PRESENCE


   • Get a search-friendly, conversion
   optimized website
   • Drive traffic t...
The Berry Advantage
  • Understand relationship between Offline &
    Online Advertising
  • Market Research & Proven ROI
...
Online Video, SEO,
Analytics & Social Media
You have a website…

• Prominent
  Logo
• Navigation
• Pictures
• Search
• Content
• Contact
  – Call
    Tracking
  – Ema...
ARE YOU
RANKING IN THE
   SEARCH
  ENGINES?
Search Engine Optimization

Page Title
                  URL Structure

                                      Heading
    ...
Simple ways to
     rank on Google:

1.   Perform Keyword Research
2.   Optimize Website Metadata and Web Page Structure
3...
You’re driving traffic to your site
   with Paid & Local Search…
You’re getting traffic from Online
Directories like YellowPages.com …
You’re seeing
increased leads &
 calculating ROI…
HOW ARE YOU
MEASURING SUCCESS?
GOOGLE ANALYTICS - Comprehensive Analytics Dashboard Monetizes Conversions


   Sorted by
   Date




                    ...
Questions for Analyzing
                          Website Data

•   What is my click-through-rate of ads?
•   Is my value ...
84% of Americans
online watch video
…an average of 10
hours a month!
“…without Video your website will not
rank in the future! If you don’t have
engagement objects on your website, you
are ju...
Web 2.0
Officially,
                      social media is
                  “an umbrella term
                  that defines the
 ...
social marketing is
about engaging
conversation,
c r e a t i n g relationships
and l e v e r a g i n g those
relationships...
SIM Strategies for SMB

•   Public Relations
•   Customer Service
•   Loyalty Building
•   Collaboration
•   Networking
• ...
3 Steps for effective
  Social Media presence

1. LISTEN
2. ENGAGE
3. MEASURE
LinkedIn Profile
Measuring Social Media

•Fans, Followers, Friends
•Comments, Bookmarks,
Ratings
•Clicks, Views,
Interactions, Downloads
•B...
Driving Local Leads with Websites, Paid & Local Search, YellowPages.com, TurnHere Video Solution, SEO, Analytics & Social ...
Driving Local Leads with Websites, Paid & Local Search, YellowPages.com, TurnHere Video Solution, SEO, Analytics & Social ...
Driving Local Leads with Websites, Paid & Local Search, YellowPages.com, TurnHere Video Solution, SEO, Analytics & Social ...
Driving Local Leads with Websites, Paid & Local Search, YellowPages.com, TurnHere Video Solution, SEO, Analytics & Social ...
Driving Local Leads with Websites, Paid & Local Search, YellowPages.com, TurnHere Video Solution, SEO, Analytics & Social ...
Driving Local Leads with Websites, Paid & Local Search, YellowPages.com, TurnHere Video Solution, SEO, Analytics & Social ...
Driving Local Leads with Websites, Paid & Local Search, YellowPages.com, TurnHere Video Solution, SEO, Analytics & Social ...
Driving Local Leads with Websites, Paid & Local Search, YellowPages.com, TurnHere Video Solution, SEO, Analytics & Social ...
Driving Local Leads with Websites, Paid & Local Search, YellowPages.com, TurnHere Video Solution, SEO, Analytics & Social ...
Driving Local Leads with Websites, Paid & Local Search, YellowPages.com, TurnHere Video Solution, SEO, Analytics & Social ...
Driving Local Leads with Websites, Paid & Local Search, YellowPages.com, TurnHere Video Solution, SEO, Analytics & Social ...
Driving Local Leads with Websites, Paid & Local Search, YellowPages.com, TurnHere Video Solution, SEO, Analytics & Social ...
Driving Local Leads with Websites, Paid & Local Search, YellowPages.com, TurnHere Video Solution, SEO, Analytics & Social ...
Driving Local Leads with Websites, Paid & Local Search, YellowPages.com, TurnHere Video Solution, SEO, Analytics & Social ...
Driving Local Leads with Websites, Paid & Local Search, YellowPages.com, TurnHere Video Solution, SEO, Analytics & Social ...
Driving Local Leads with Websites, Paid & Local Search, YellowPages.com, TurnHere Video Solution, SEO, Analytics & Social ...
Driving Local Leads with Websites, Paid & Local Search, YellowPages.com, TurnHere Video Solution, SEO, Analytics & Social ...
Driving Local Leads with Websites, Paid & Local Search, YellowPages.com, TurnHere Video Solution, SEO, Analytics & Social ...
Driving Local Leads with Websites, Paid & Local Search, YellowPages.com, TurnHere Video Solution, SEO, Analytics & Social ...
Driving Local Leads with Websites, Paid & Local Search, YellowPages.com, TurnHere Video Solution, SEO, Analytics & Social ...
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Driving Local Leads with Websites, Paid & Local Search, YellowPages.com, TurnHere Video Solution, SEO, Analytics & Social Media with The Berry Company - Rochester (ROC) Local Leads - Digital Advantage

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Driving Local Leads with Websites, Paid & Local Search, YellowPages.com, TurnHere Video Solution, SEO, Analytics & Social Media with The Berry Company - Rochester (ROC) Local Leads.

The Berry Company partners with Marchex, Yodle, Web.com & TurnHere video to provide Small and Mid-size Business (SMB) solutions for getting qualified, local leads.

We are also the official partner of Frontier in Rochester to sell THE official Yellow Pages, the original 24/7/365 Search Engine.

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Transcript of "Driving Local Leads with Websites, Paid & Local Search, YellowPages.com, TurnHere Video Solution, SEO, Analytics & Social Media with The Berry Company - Rochester (ROC) Local Leads - Digital Advantage"

  1. 1. Websites, Directories & Paid Search for the SMB
  2. 2. CAN YOU TAKE ON MORE LEADS?
  3. 3. WHAT ARE YOU DOING TO GET LEADS?
  4. 4. WHAT ARE YOUR COMPETITORS DOING? HOW ARE YOU DIFFERENTIATING YOURSELF?
  5. 5. YOUR CUSTOMERS ARE ONLINE…
  6. 6. 6 of 10 small business owners turn to the I n t e r n et f i r s t for information about local companies
  7. 7. 92% of Internet users have researched a product or service online, then purchased offline from a local business at least once.
  8. 8. 85% of consumers agree that the quality of a business’s website is an important factor in earning a customer’s trust
  9. 9. 40% Online 8% Online U.S. Media U.S. Advertising Consumption Spend
  10. 10. WHAT WOULD YOU DO WITH MORE LEADS TO YOUR BUSINESS?
  11. 11. For your business to remain competitive in today's economy it is imperative you have a Web site to promote your products and services ”
  12. 12. NOT JUST ANY WEBSITE…
  13. 13. you need a site that converts visitors into c u s t o m e r s …
  14. 14. Call Tracking Prominent Number Logo Site Search Navigation Email Sign- up Large Credibility & Pictures Trust Social Media RSS
  15. 15. WHAT ARE YOU DOING TO GET FOUND?
  16. 16. The key to growth in any business is marketi ng where consumers are looking
  17. 17. Your website is like the hub of a wheel…
  18. 18. TRAFFIC DRIVERS • Search Engines • Local Search • Online Directories
  19. 19. Search
  20. 20. PAID SEARCH Budget-based, query-specific, geo-targeted ads delivered to consumers at their moment of relevance when they are ready to buy
  21. 21. In Q3 2009, the small business search advertiser spent an average of $1,658 on search advertising.
  22. 22. • ROI Driven • Ke y w o rd Re s e a rc h • P r o v e n S t ra t e g i e s • I nva l u a b l e M a r ke t I n s i g ht • G o o g l e , Ya h o o & Bing
  23. 23. LOCAL SEARCH Connecting business and consumers l o c a l l y
  24. 24. 65% of online searchers expect local business results to be within 20 miles of them
  25. 25. • Maps relevant local results • Local reviews from others build trust • Customers choosing a business • Comparing products and services
  26. 26. ONLINE DIRECTORIES The “new Yellow Pages” where people are actively searching for your business
  27. 27. • 40 Million users each month • Over 1 Million Mobile Apps downloaded • 74% of YellowPages.com Visitors contact businesses
  28. 28. NEXT STEPS TO A SUCCESSFUL WEB PRESENCE • Get a search-friendly, conversion optimized website • Drive traffic to your site •Paid Search •Local Search •Directories
  29. 29. The Berry Advantage • Understand relationship between Offline & Online Advertising • Market Research & Proven ROI • Build compelling, conversion-driven websites • Drive qualified leads to websites, engage customers and turn them into leads • Make small, targeted investments profitable!
  30. 30. Online Video, SEO, Analytics & Social Media
  31. 31. You have a website… • Prominent Logo • Navigation • Pictures • Search • Content • Contact – Call Tracking – Email
  32. 32. ARE YOU RANKING IN THE SEARCH ENGINES?
  33. 33. Search Engine Optimization Page Title URL Structure Heading Tags Image ALT Tag Keyword Rich Content
  34. 34. Simple ways to rank on Google: 1. Perform Keyword Research 2. Optimize Website Metadata and Web Page Structure 3. Build Inbound Links 4. Use Web Analytics to Measure Results 5. Maintain & Update Site Regularly
  35. 35. You’re driving traffic to your site with Paid & Local Search…
  36. 36. You’re getting traffic from Online Directories like YellowPages.com …
  37. 37. You’re seeing increased leads & calculating ROI…
  38. 38. HOW ARE YOU MEASURING SUCCESS?
  39. 39. GOOGLE ANALYTICS - Comprehensive Analytics Dashboard Monetizes Conversions Sorted by Date Time on Site Usage Site Overview Map Visitors Overlay Top Traffic Content Sources
  40. 40. Questions for Analyzing Website Data • What is my click-through-rate of ads? • Is my value proposition clear and differentiated? • Is my site sticky – Time on Site, etc.? • What does my lead generation funnel look like? • How efficient is my conversion rate of purchasers? • What customer segments do I track and what are they?
  41. 41. 84% of Americans online watch video …an average of 10 hours a month!
  42. 42. “…without Video your website will not rank in the future! If you don’t have engagement objects on your website, you are just not going to rank. It will make you last among equals if you don’t have it.”
  43. 43. Web 2.0
  44. 44. Officially, social media is “an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio”
  45. 45. social marketing is about engaging conversation, c r e a t i n g relationships and l e v e r a g i n g those relationships that ultimately results in revenue ”
  46. 46. SIM Strategies for SMB • Public Relations • Customer Service • Loyalty Building • Collaboration • Networking • Thought-Leadership • Customer Acquisition
  47. 47. 3 Steps for effective Social Media presence 1. LISTEN 2. ENGAGE 3. MEASURE
  48. 48. LinkedIn Profile
  49. 49. Measuring Social Media •Fans, Followers, Friends •Comments, Bookmarks, Ratings •Clicks, Views, Interactions, Downloads •Buzz – Seasonality, Competitive, Category, Social Channel
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