Grow via Electronic Media

648 views

Published on

Small Business Week Roadshow Presentation - Strategic Information on how a small business can grow via electronic marketing

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
648
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
12
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Grow via Electronic Media

  1. 1. Grow via Electronic Media Rob Duncan Wayne Brass Art Mahoney
  2. 2. Customer Needs • What are potential customers looking for online? • Where are potential customers currently finding the information / products / services they need? – Any Indirect Competitors? • Does current or planned Internet Strategy provide answers to customer questions?
  3. 3. Information Sources Top US Companies – March 2010 Rank Parent Audience (000) Reach (%) Time per Person 1 Google 157,000 79.73 1:56:14 2 Microsoft 136,753 69.16 1:59:59 3 Yahoo! 133,001 67.26 2:34:56 4 Facebook 117,109 59.22 6:59:15 5 AOL 85,140 43.05 2:14:38 6 News Corp 74,921 37.89 0:52:14 7 Interactivecorp 71,260 36.04 0:14:57 8 Ebay 66,323 33.54 1:26:08 9 Amazon 64,170 32.45 0:24:46 10 Wikimedia Foundation 62,338 31.52 0:15:21 News Corp includes Fox, Wall Street Journal, MySpace, Hulu and others Interactivecorp includes ask.com, match.com, citisearch and others
  4. 4. Search Engine Rankings US Searches – March 2010 Rank Parent Searches (000) Share (%) 1 Google 6,387,932 65.7 2 Yahoo! 1,304,427 13.4 3 MSN/Windows/Bing 1,183,268 12.2 4 AOL 245,810 2.5 5 Ask.com 183,975 1.9 6 My Web Search 120,713 1.2 7 Comcast 52,011 0.5 8 Whitepages.com Network 29,868 0.3 9 Nextag 28,633 0.3 10 Yellow Pages 23,857 0.2
  5. 5. Search Results Pages Pay Per Click (PPC) Local Search (SEO) Organic Search (SEO)
  6. 6. Google Search Results Pages Change http://www.sbdctampabay.com/1542/googles-latest-changes-to-search-impacts-small-businesses/ Bottom Line – Google is Changing Due to Impact of Social Media
  7. 7. Competitor Analysis • What are competitors and indirect competitors doing to attract AND CONVERT customers? • Who consistently appears in Search Results for multiple terms on multiple search engines? Tool Name Function Website Website Grader Detailed Analysis of Search Engine http://www.websitegrader.com Optimization Keyword Density Analyzer Detailed Analysis of on page text content http://tool.motoricerca.info/keyword-density.phtml (keyword identification) Yahoo Site Explorer Analysis of incoming links http://siteexplorer.search.yahoo.com/ SpyFu Pay Per Click analysis of domain – understand http://www.spyfu.com competitor Keywords
  8. 8. How Do Customers Find Information? • Common Search Terms Keyword Monthly Searches consultants tampa 6600 tampa consulting 6600 consultant tampa 5400 • More Detailed Search computer consulting tampa 720 tampa it consulting 480 Terms marketing consultant tampa 390 legal nurse consultant tampa 210 financial consultant tampa 210 tampa marketing consultants 210 it consultants tampa 170
  9. 9. Three Pillars of Web Design Marketing Design Functionality
  10. 10. Building Toward Conversion • What Will Generate a Customer Action? • What Type of Action Can We Reasonably Expect? • Will More Information Influence the Conversion Rate? No Amount of SEO, PPC, Social Media or Email Marketing can overcome a Website that does not convert customers!
  11. 11. Content Management Systems • Software application used to manage and control Web material • Provides the ability for non-technical users to create / update / maintain content • Provide extendibility with / through Web 2.0 interfaces (Social Media, RSS Feeds, etc) • FREE – “Open Source Solutions” – Joomla, Drupal & WordPress very popular
  12. 12. Social Media Do’s and Don'ts DO DO NOT • Focus on interaction • Try to be everywhere or for • Be a real social media user everyone • Use the media for it’s • Grudgingly spend time intended purpose • Try to game the system • Go light on selling or • Blatantly advertise a product promotional messaging or service
  13. 13. Social Media Strategy • Do not expect to DIRECT SELL • Have a long term plan to engage and convert • Very long customer engagement cycle • You MUST be actively engaged in order to succeed • Do NOT waste time trying everything to find the “magic bullet”
  14. 14. PPC – Strategy • Start with one provider, but use all if possible • Conduct analysis of competitors campaigns • Plan and test keyword combinations – Target quality keyword phrases, not quantity • Continually analyze performance – Impressions, Click Through Rates and ROI • Find a Niche
  15. 15. Strategic Keyword Selection Keywords CPC Global Monthly Search Volume • Highest Search Volume tampa florist tampa florists $3.47 $3.36 6600 5400 for Generic Terms florist in tampa tampa flower shop $3.74 $3.02 1000 880 • Strategic Campaign tampa flower shops $3.59 720 Optimization for tampa wedding flowers $2.03 320 tampa bay florist $2.40 260 Maximum ROI flower shop in tampa $3.03 210 wedding florist tampa $0.05 170 170+91+36+12 = 309 florist new tampa $0.05 140 wedding florists tampa $0.05 91 wedding flowers in tampa $0.05 36 $0.05 * 309 = $ 15.45 wedding florist in tampa $0.05 12 $2.03 * 320 = $ 649.60 http://adwords.google.com/
  16. 16. Email Marketing • Direct Marketing using email including: – Relationship building with current or previous customers – New customer acquisition (BEWARE OF SPAM) – Convincing current customers to purchase immediately – Advertise in e-mails sent by others Advantages Disadvantages Relatively low delivery cost SPAM ROI easily tracked Spam predates legitimate Short delivery time Difficult to distinguish spam and legit Can PUSH a message actively Low delivery rates (spam filters) Result Analytics (open rates, click through) Compliance with CAN-SPAM
  17. 17. 3 Techniques That Make a Difference • Use Segmentation to Send ONLY Relevant Messages – “Stop Blasting Emails to Your Entire Contact List!” • Keep Your Email Marketing Consistent and Predictable • Include Multi-media Along with Your Email Marketing Content in this slide came from a free report provided by Infusionsoft – delivered via download (upon registration) & promoted through “sponsor” email.
  18. 18. Outsourcing Electronic Media • Understanding Competencies of Vendors – Knowing more that you does not necessarily make them an expert in everything you need – Unregulated disciplines with very low barrier for entry • Everything Must be Detailed – Vendors can only build towards requirements • Get Multiple Quotes • Make Sure they Understand YOUR Strategy
  19. 19. Questions?
  20. 20. Thank you!! www.sbdctampabay.com 813-905- 813-905-5800

×