1. 9 Important and Free
Marketing Resources for 2009
(and 8 more you should look at)
For businesses, products and
websites – how to increase your
chances of being found online.
2. Part 1 – Getting Found on the Internet
• This assumes you already have a website and
a domain name and are looking to expose
your products and services through the
• Being listed is much easier than being found,
but is the critical first step in establishing a
• Listings in major search engines do not cost
3. Search Engines take over
from Yellow Pages
In 2008, a survey revealed that
internet search engines
surpassed printed Yellow Pages
when it comes to searching for
While most people still use a
variety of different methods to
The survey also found that a large
find a local business, a recent
number of local searches take some type
study found what people seem
of action. This may come in the form of a
to prefer as their first choice for
phone call, an visit or an email. This
doing so: highlights that local searchers are in the
final stages of their purchase decision
1. Search Engines (31%) and are almost ready to make a
2. Print Yellow Pages or White purchase.
3. Internet Yellow Pages Sites Likelihood of some action by searchers:
• Online Yellow Pages – 66%
4. Local Search Sites (11%)
• Local Search Sites – 72%
• General Search Site – 66%
4. • Over 80% of all search results come from
Google and affiliated searches.
– Google Website Registration Link:
• Google has local search pages for businesses
that require separate registration.
– Google Local Registration Link:
5. • Yellow Pages and YellowPages.ca Free Listings
– Yellow Pages Directory (Printed and Online)
• A Basic Listing displays your business name,
address and phone number under a heading
of your choice. Best of all, it's free with your
business line or cellular number.
6. • Yahoo! is second to Google, with close to 12%
of all internet searches.
– Yahoo Canada Website Registration Link
(Requires registration for a free Yahoo! account)
• Yahoo! Canada has a local business search site
that uses YellowPages.ca business listings.
• Yahoo.ca is the default search for Rogers High-
Speed users in Canada
7. • MSN is a distant 3rd in searches, but growing. Search is
managed by MSN through Live.com
– Microsoft Search Website Registration Link:
• MSN Canada is partnered with Bell Sympatico and is
the default search for Internet Explorer.
• MSN Live Maps has local business search listings. They
are aggregated from website contact addresses and
existing directories. Though Canadian businesses are
currently not accepted, submissions are imminent.
– Business information may be added here:
8. • The Open Directory Project is the
largest, most comprehensive human-edited
directory of the Web. It is constructed and
maintained by volunteer editors.
• DMOZ Directory feeds results to hundreds of
searches, including Google results.
• Submitting a Site to DMOZ is free.
– Instructions for Open Directory Submission:
9. Part 2 – Selling Products Online
• It doesn’t take an online store or any
ecommerce knowledge to take advantage of
some free ways to sell online.
• Not all products and services are appropriate
for these sales venues, but they are worth
reviewing for your specific products.
• Local classifieds and forums for more than 550
cities in over 50 countries worldwide -
community moderated, and largely free.
• There are currently 47 Canadian community
• There are 31 categories for selling products and
services through Craigslist.
• Over 4 million Canadian page views per month.
11. • Kijiji is a group of free, local, community
• Over 25 Buy/Sell Categories.
• Basic listings are always free.
• Hundreds of products and services are sold
through Kijiji classifieds in Canada every day.
12. Part 3 – Social Media
• Social media (blogs, RSS, social search, social
networks, and bookmarking) presents the
marketer with a rich set of new tools to help
in the effort to generate new business.
• It used to be all you needed to be on the Web
was a Web site. Today you need to think and
act in terms of a total Web presence.
• If you’re not participating in social media,
you’re not really as “online” as you should be.
13. Why Use Web 2.0 Tools?
• Social networking creates networks around
people, companies and brands.
• It allows for commenting, collaboration, instant
feedback, recommendations and referrals,
• Build trust through communicating and honesty
with clients and prospects.
• Increase your internet profile through the back
links created through social network sites.
14. Introduction to Blogging
• Blogging is the first step into the world of social media.
It is the best way to take advantage of a set of powerful
tools while also gaining some of the most immediate
return on time invested.
• A blog is software that allows anyone who can type to
post content to a Web site or blog home page. The
content is generally displayed much like a journal might
be written, in chronological fashion.
• Blogging is such a great tool because it allows you to
more easily accomplish many of the marketing
objectives today’s small businesses must address:
Content – Context – Connections – Community
15. 3-Steps to Starting a Blog
1. Monitor a group of relevant blogs. Use a blog search
engine and RSS reader to locate and subscribe to a dozen
or so relevant blogs. You should evaluate blogs in your
industry, competitors, experts, and so on to learn how
people blog, what they write about, and how they engage
2. Comment on a group of relevant blogs. Visit some of your
chosen blogs, add relevant comments, and engage in the
conversation going on inside these blogs. This, by the way,
is an important part of online networking and may help
get your blog noticed down the road.
3. Create your own blog and start posting content. Only
after you’ve engaged in steps 1 and 2 for a couple weeks
do I advise entering the blogging pool.
16. Free Blogging Sites
• Google Blogger
• Windows Live Spaces
17. • Facebook presents marketing opportunities
for your brand
• Over 100 million users of the platform
• Businesses, Products and Brands can be added
18. Facebook as a Marketing Tool
1. Facebook is a soft sell through engagement. Point “fans” to your company blog
2. Offer something of value, expect nothing in return. Use Facebook as a brand
3. Ask for referrals: referrals from friends or fans are still the most trusted.
4. Provide interactivity with applications or polls to drive word of mouth.
5. Use status updates to disseminate information about self/business. quot;Sarah is in
Vancouver for a business meeting. Call me if in townquot; or quot;Jim is congratulating
Jane on her recent promotion.“
6. Make it personal: focus on the human element of your business and
products, and your employees. When consumers can relate personally to a
business or product, they are more likely to promote it and feel a stronger
7. Update your business page frequently. The more often you add content, the
more customers will return.
19. More “Web 2.0” Social Resources
• Twitter - a free service that allows anyone to
say anything to anybody in 140 characters or
less—it’s the “what are you doing right now”
kind of micro-blogging that permeates online
social communication. (http://twitter.com)
• LinkedIn – Social networking for professionals.
Share industry advice, get the most from your
professional network. (http://linkedin.com)
20. More “Web 2.0” Social Resources
• StumbleUpon - helps you “stumble” around
the Web and find new content. A
downloadable toolbar suggests Web sites and
videos and learns your preferences as you give
a thumbs up or down to what you see.
• Flickr – shares videos and photos related to
your business. (http://www.flickr.com)
21. More “Web 2.0” Social Resources
• YouTube – Largest video site in the internet.
Create a business channel to share video
content to prospects, clients, employees.
• SlideShare - SlideShare is the best way to
share and find presentations. Share publicly
or privately. Add audio to make a webinar.
22. More “Web 2.0” Social Resources
• Digg – User submitted content is voted on,
popular content is featured.
• FriendFeed – Allows sharing of bookmarks and
content publicly and privately. Follow other
feeds to see what others have found that may
be of interest. (http://www.friendfeed.com)
23. Thank you!
• Always remember to take time to understand
your business needs and expectations for any
• Effective marketing can be done quickly and
on a budget
• You don’t need to be the expert on online
marketing if you find a reliable advisor, your
expertise should be focused on running your
24. OSG Marketing
• Free initial consultation for local small
– We’ll review your online profile and needs
together in about an hour
– We’ll create a customized solution tailored to your
budget and timetable
25. Greg Bolger
Small Business Owner and Internet Consultant