Online Marketing for Small Businesses


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Presentation used at the online marketing seminar that was delivered to over 100 small businesses at CenturyLink's headquarters in Monroe, LA on Thursday, August 25, 2011.

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Online Marketing for Small Businesses

  1. 1. Online Marketing for Small Businesses<br />How to get local leads from the Internet<br />
  2. 2. 2<br />Online Marketing Seminar Agenda<br />Web Site<br /><ul><li>Conversion Friendly
  3. 3. Search Engine Friendly</li></ul>Search Engine Optimization<br /><ul><li>On-Page SEO Factors
  4. 4. Off-Page SEO Factors</li></ul>Search Engine Marketing<br /><ul><li>Getting Found Online
  5. 5. Geo-Targeting
  6. 6. Keyword Research
  7. 7. Campaign Management
  8. 8. Proprietary Bidding Technology</li></ul>Local Business Listings<br /><ul><li>Google Places
  9. 9. Yahoo Local
  10. 10. Bing Local</li></ul>Local Online Directories<br /><ul><li>Local Search Ecosystem
  11. 11.</li></ul>Online Video <br /><ul><li>YouTube
  12. 12. Distribution Network</li></ul>Questions & Answers<br />
  13. 13. 3<br />Conversion Friendly Web Site<br /><ul><li>Local number listed
  14. 14. Specific locations covered
  15. 15. Contact form
  16. 16. Strong call-to-action
  17. 17. Special offers
  18. 18. Smooth navigation
  19. 19. Complete service offerings
  20. 20. Pages aligned with specific keywords</li></li></ul><li>4<br />Search Engine Optimization – On-Page Factors<br /><title>Louisiana Bankruptcy Attorney | Shreveport | Bossier City | <br />Baton Rouge | Lake Charles | Monroe | Lafayette</title> <br /><meta name="keywords" content="law firm, law office, legal advice, <br />lawyer, attorney, lawyers, attorneys, bankruptcy, chapter 7, chapter <br />13, foreclosure, repossession, garnishment, creditor harassment" /> <br /><meta name="description" content="Simon, Fitzgerald, Cooke, Reed and <br />Welch handles Chapter 7 and Chapter 13 bankruptcy across Louisiana. <br />Free consultation at 888-341-8091." /> <br /><h1>Louisiana's Oldest Bankruptcy Law Firm</h1> <br /><h2>Relief From Debt • Relief From Creditors</h2> <br /><body>Simon, Fitzgerald, Cooke, Reed and Welch is Louisiana's oldest <br />Bankruptcy law firm. Bankruptcy is all that we do. We represent <br />individuals and businesses in bankruptcy. We are committed to <br />assisting our clients in making informed decisions to resolve <br />financial problems. We represent clients in almost every part of <br />Louisiana with offices in Shreveport, Baton Rouge, Lake Charles <br />and Bossier City.<br />Bankruptcy can provide an opportunity to get a fresh financial start <br />and end the constant stress of financial problems. We understand <br />that filing for bankruptcy is a big step, and you probably have <br />many questions and fears.</body><br />
  21. 21. 5<br />Search Engine Optimization – On-Page Factors<br /><title>Bossier City Louisiana Chapter 13 Bankruptcy Attorney | <br />Shreveport Debt Repayment Lawyer | Stop Foreclosure on Home </title> <br /><meta name="keywords" content="law firm, law office, legal advice, <br />lawyer, attorney, lawyers, attorneys, chapter 13 bankruptcy, <br />foreclosure, debts, assets, car" /> <br /><meta name="description" content=“Chapter 13 bankruptcy lets you <br />pay debts over time. Call the Louisiana firm of Simon, Fitzgerald, <br />Cooke, Reed and Welch. Free consultation at 888-341-8091." /> <br /><h1>Louisiana Chapter 13 Bankruptcy Lawyer </h1> <br /><h2>Chapter 13 - A Chance to Catch Up and Save Your Home and <br />Vehicle</h2> <br /><body>If you have regular income but cannot afford to pay all your <br />creditors, Chapter 13 bankruptcy puts foreclosure, repossessions, <br />and debt collections on hold and provides the breathing room and <br />allows you to pay only that portion of your unsecured debts you can <br />afford over time. Most Chapter 13 cases do not pay all unsecured <br />debt and some cases pay nothing to unsecured creditors. With some <br />exceptions, those debts not paid in a Chapter 13 Plan are discharged.<br />As the oldest bankruptcy law firm in Louisiana, we have literally <br />helped thousands of individuals and families find relief from debt <br />and from creditors. Simon, Fitzgerald, Cooke, Reed and Welch offers <br />a FREE CONSULTATION with NO UP FRONT ATTORNEY FEES.</body><br />
  22. 22. 6<br />Search Engine Optimization – Off-Page Factors<br />
  23. 23. Search Engine Marketing<br />7<br />
  24. 24. Search Engine Marketing<br />8<br />
  25. 25. 9<br />Search Engine Marketing<br /><ul><li>Search engine marketing allows you to target the audience that matters to you, whether that's prospects and customers across the country or right in your neighborhood.
  26. 26. Search engine marketing shows your ads at the precise moment customers are searching on the search engines for your products or services. </li></li></ul><li>Search Engine Marketing – Geo-Targeting<br />10<br />
  27. 27. Search Engine Marketing – Long Tail Keywords<br />11<br />
  28. 28. 12<br />Search Engine Marketing – Campaign Setup<br />Campaign Keywords<br />Campaign Ad Copy<br />
  29. 29. 13<br />Search Engine Marketing – Campaign Management<br />Perform Keyword <br />Research <br />Refine Campaign & Keep What Works<br />Create Relevant Keywords <br />and Ad Groups<br />Search Engine <br />Marketing <br />Management<br />Process<br />Test Ads and Keywords<br />Use Reporting Tools <br />to Measure Results<br />Create & Optimize Relevant <br />Landing Pages<br />
  30. 30. 14<br />Search Engine Marketing<br />
  31. 31. Proprietary Bidding Technology<br />Search Term #1<br />1.<br />Get listed on our network of search engines and directories.<br />Search Term #2<br />2.<br />Select and bid on keywords relevant for your services.<br />Search Term #3<br />Search Term #4<br />Search Term #5<br />3.<br />Determine best “keyword” and “site” combinations based on:<br />•# of Calls Generated<br />•# of Emails Generated<br />•Website Conversion<br />•Click-through Rate<br />•Lead Rating<br />•Time on Site<br />•Traffic Source<br />• Bounce Rate<br />Search Term #3<br />Search Term #2<br />Search Term #5<br />
  32. 32. 16<br />Local Business Listings<br />
  33. 33. 17<br />Local Business Listings<br />Claim and edit your business’s local listings for each of the three major search engines: <br />Google Places -<br />Yahoo Local -<br />Bing Local -<br />
  34. 34. 18<br />Local Online Directories<br />Source: “The Local Search Ecosystem”,, Inc. and David Mihm, Inc.<br />All logos are the intellectual property of the companies described.<br />
  35. 35. 19<br /> Distribution Network<br />
  36. 36. 20<br /> Distribution Network<br />
  37. 37. 21<br /> Distribution Network<br />
  38. 38. 22<br /> Distribution Network<br />
  39. 39. 23<br />Online Video<br />Benefits of Online Video<br /><ul><li>Videos generate interest, buzz, inbound links, and web site traffic
  40. 40. Videos can help a web site achieve better rankings overall
  41. 41. Google’s Universal search provides extra opportunity to drive traffic</li></li></ul><li>Online Video Distribution Network<br />24<br />
  42. 42. 25<br />Online Video<br />
  43. 43. 26<br />Online Video<br />
  44. 44. 27<br />CenturyLink’s Digital Solutions<br />
  45. 45. 28<br />Questions & Answers<br />