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Small Business Online Marketing Universe, 2011
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Small Business Online Marketing Universe, 2011



The Small Business Online Marketing Universe is meant as an introduction or overview to the basics of online marketing for entrepreneurs, micro and small businesses. ...

The Small Business Online Marketing Universe is meant as an introduction or overview to the basics of online marketing for entrepreneurs, micro and small businesses.
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Small Business Online Marketing Universe, 2011 Small Business Online Marketing Universe, 2011 Presentation Transcript

  • The Small BusinessOnline MarketingUniverse
  • The Small BusinessOnline MarketingUniverse
  • Domain NameGet one or more domainnames based on yourorganization’s name(i.e. youcompanyname.com)
  • Domain NameYou may want to getbranded, keyword-baseddomain name(s) andredirect to your website(e.g. service-you-provide.com product-you-sell.com)Do not abuse this tactic,it may backfire withsearch enginesThis practice is losingsearch engine relevance
  • HostingGet a host that focuseson service, period.(Do they even have their phone number listed?)Other things to look for: Reliability Bandwidth (How much traffic is ok?) Location (Multiple locations? Local?) Green (Sustainable energy source, or credits?)
  • InformationArchitectureUse index cards ormind-mapping to createthe information structureof your website
  • InformationArchitectureUse simple diagramsto figure out whereeverything goes(a.k.a. “Wireframing”)
  • InformationArchitectureThink in terms of theuser experience,then work on thevisual design
  • ImportantPages to HaveThis is close to thebare minimum staticpages your websiteshould have: About Contact (use a form to keep spam in check) Subscription form (for mailing lists) Services/Products Testimonials Policies Custom 404 Page
  • Keyword ResearchFind your long-termkeywordsThese are competitive,common keywords inyour industry
  • Keyword ResearchFind your medium-termkeywordsThese are relevant tomarket or productcategories, large nicheswithin your industry
  • Keyword ResearchFind your short-termkeywordsThese are typicallyrelated to very smallniches, specific needsor eventsThese are known as“Long-tail” keywords,and produce high-conversion rates(More on keywords later)
  • Analytics: TrafficGet a Google Analyticsaccount, enable it inyour siteLearn: where traffic is coming from what triggers it how long visitors stay
  • Analytics: BacklinksUse a service likeMajestic SEO’s SiteExplorer to learn wherelinks to your website arecoming from.
  • Analytics: SpeedUse a service likeGoogle PageSpeed tomeasure your websiteloading speed, and getrecommendations onhow to improve it
  • Content MarketingStrategyUse knowledge as aconversation starterGet prospects to: Know you Like you Trust you
  • Content MarketingPlatformUse a Content Manage-ment System (CMS) Easy to use and update High Search Engine Optimization (SEO) valueHave professionalcustom templates madeBeware: “Free” “Flash” “Proprietary”
  • Content MarketingTacticsSome ways you canoffer content: Blogging Newsletter White Papers (PDFs, ebooks) Curated Content Infographics Case Studies Webinars Guest Blogging
  • Keep in TouchSelect an Emailmarketing provider Don’t use your email Do have a branded email templateHave a subscriptionform on website Ask only for absolutely necessary info (i.e. name, email address)
  • Keep in TouchMake RSS feed intoan easy NewsletterSegment clientsfor better results
  • Social MediaMarketingDrive traffic toyour website(Your Online Marketing Hub)
  • Social MediaMarketingSome Strategies: Build relationships Create brand awareness Shape brand perceptions Create buzz for campaign Customer service Create a following Form a support community Establish expertise Build trust Find leads Public relations Search engine visibility
  • The LargestSocial NetworkCreate a branded Page(not a personal profile)Your options: Local Business or Place Company or Organization Brand or Product Artist, Band, Public Figure Entertainment Cause or Community
  • The FastestGrowing NetworkCreate a Page(not a personal profile)+1 button and keywordsin content may impactsearch engine results
  • The Google+ PageYour options: Local Business or Place Hotels, Restaurants, Stores, Places, Services Begins w/ phone # Connects with Places Product or Brand Consumer Goods and Services Many categories, as well as “Brand”, “Product”, and “Service”
  • The Google+ PageYour options: Company, Institution, Organization Many categories, inc. “Company”, “Institution”, and “Organization” Arts, Entertainment, Sports Movies, TV, Music, Books, Sports, Shows Other
  • Google+ ProfilesUse personal profileas platform+1 button and keywordsin content may impactsearch engine results
  • The ProfessionalNetworkPersonal and businessprofiles availableSEO potential with useof keywords in profiles
  • The ProfessionalNetworkAsk for recommendations(Add to Testimonials page)NetworkJoin/Own groups(use to share your content)Participate in discussions
  • Micro-bloggingCreate brandedaccount(s) name(s)Tactics Share content Promote contests Spread useful information Build buzz
  • VideoPowerful Search EngineResults (SER)(YouTube #2 search engine on the web)SEO value in keyword-rich descriptionsUse rich content inshort videosProvide compellingcall to action
  • VideoNo camera? No problem.Here are some ways tomake your own videos: Export a Powerpoint/ Keynote presentation Export a digital photo album slideshow Use screen-capturing software to create video from your computer desktop
  • Review SitesVery good mobileSearch Engine ResultsGreat opportunity forbrand management
  • SocialBookmarkingShare content from theweb with like-mindedindividuals.Human-tagged contentcreates high-qualitysearch results.Create reputation ofa good curator.
  • Online PublicationSharingPublish, share andpromote presentations inan indexed, searchableenvironment(i.e.: PowerPoint, PDF, Keynote, OpenOffice)Easy to embed inyour website andcross-pollinate withother social media
  • Image HostingOnline CommunityIndexed, searchableenvironment with strongcommunity involvementStrong integration withwebsites and othersocial media
  • The OriginalSocial MediaParticipate, engage;become known, liked,and trustedHigher barrier of entrytranslates to higher ROIShare or link back toyour content in otherSocial Media
  • Group DiscountsHave people try and buy,build relationship uponthat experienceVery popular,potential viral effectBeware drawbacks(“Race to the bottom”, over-commitment, hidden costs, etc.)
  • Location-basedSocial Networks“Gamification”of rewards(Discounts, Freebies)Fully engaging
  • Social MediaMarketingDrive Traffic toyour website(Your Online Marketing Hub)
  • Social MediaMarketingDrive Traffic toyour website(Your Online Marketing Hub)
  • Help People FindYour BusinessIncrease visibility insearch engine resultpages (SERPs)Targets people thatare already lookingfor what you offerTwo main models: Paid Free (almost)
  • Paid (a.k.a. Cost per click)Pay some other websiteto direct traffic to yoursTwo types: Flat Rate Bid-based (Google AdWords, Facebook)
  • Free (almost)Relies on organicsearch results(listings on SERP that appearbecause of their relevance tothe search terms)Requires SearchEngine Optimization(SEO)Small investment inSEO has potential forlarge ROI
  • Search EngineOptimizationMay target differentkinds of search Image search Local search Video search Academic search News search Industry-specific vertical search engines
  • Search EngineOptimizationUse your Keywords Home Page: Long-term Competitive Navigation / Category: Medium-term Relevance Page-level: Short-term Long-tail High-conversion
  • Search EngineOptimizationOn The Page Titles, Descriptions Site map Navigation Breadcrumbs Quality URLs Headlines and subheads Quality content Quality internal links Quality image “alt” tags
  • Search EngineOptimizationOff The Page Quality external linksSocial Signals Social Media Presence
  • The Small BusinessOnline MarketingUniverse
  • Mobile MarketingAs mobile usagecontinues to rise,so does consumptionof online content onmobile devices
  • Mobile MarketingMake sure yourwebsite is compatiblewith mobile devicesor have a mobile-specificversion of it
  • Mobile MarketingInteracts with all otherforms of onlinemarketing
  • Mobile MarketingUser initiatedRequires the expressconsent of the consumerto receive futurecommunications
  • Mobile MarketingSMS (Short Message Service) Based on Shortcodes (relatively expensive) Consumer must opt-in to the service“Advergaming” Ad-funded mobile gamesQR (Quick Response) Codes Easy to initiate consumer engagement at a critical moment
  • The Small BusinessOnline MarketingUniverse
  • Copyright © 2011 Hernando (Nando) Cabán-Méndez,d.b.a. Creative Journeyman
  • CreditsSearch Engine Optimization Starter Guide –Google, Inc.Social Media Marketing UniversityNoob Guide to Online Marketing – Unbounce.com50 Ways to Maximize LinkedIn for Business – John H. Lee, bizivents.comDuct Tape MarketingCreative Journeyman
  • CreditsStarry texture by zummerfish
  • Created with:Adobe Creative SuiteGoogle SketchUpApple Keynote
  • For more information and resources:On the web: CreativeJourneyman.com/resources/