How to Market Your Business Online 11.10.10


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How to Market Your Business Online 11.10.10

  1. 1. Dex One Webinar – Thursday 11.11.10Sound Check – GoLive! - Debrief<br /><ul><li>Registration update
  2. 2. Thursday’s logistics
  3. 3. (Run GTM Wizard) then Rebooting PC or Mac
  4. 4. Sound Check: Mute Code if using landline
  5. 5. Chat function for Q/A
  6. 6. Poll & Slide flow & Q/A
  7. 7. Private sub conference
  8. 8. Splash screen
  9. 9. Record
  10. 10. All non panelists on mute
  11. 11. Open Items:
  12. 12. Check and review all slide changes since Tuesday’
  13. 13. Transitions, cues
  14. 14. Per Chris, transition on slides 9 and 10 need to be adjusted
  15. 15. Review softball questions
  16. 16. Call to Action
  17. 17. Post webinar, 5 minute debrief, join us at </li></ul>Dial (712) 338-7111 Password 728-187-434#, 1#<br />
  18. 18. Create Ads that Drive Customers to Your BusinessSegment, Flow & TimelineNovember 11, 2010 – Updated 11.11.10 NOTE: For Internal Use Only the Audience Won’t See This<br />Time EST<br />1<br />
  19. 19. 2<br />Alon Hartuv<br />Director<br />Product Management<br /><br />Chris Pistorius<br />Sr. Internet Manager<br />Dex One<br />Create Internet Advertising That <br />Drives Customers To Your Business<br />Welcome!<br />Thursday, November 11, 2010<br />11 am - Noon (Pacific) Noon - 1 pm (Mountain)<br />1 pm - 2 pm (Central) 2 pm - 3 pm (Eastern)<br />Moderator: Mike Agron, Executive Webinar Producer, WebAttract<br />Audio is available via landline or VoIPFor VoIP: You will be connected to audio using your computer’s speakers or headset.<br />For Landline: Please select Use Audio Mode<br /> Use Telephone after joining the Webinar. <br />US Attendees dial 312-878-0211<br />Webinar ID: 888-870-675<br />
  20. 20. A Diverse Audience of Over 1000<br />
  21. 21. Who’s here? A diverse audience of over 1000 professionals registered from 34 States representing a variety of businesses<br />
  22. 22. Roadmap ToCreate Internet Advertising That Drives Customers To Your Business<br />5<br />Search<br />Traffic<br />Market<br />Measure<br />
  23. 23. Housekeeping Tips<br />How to Ask a Question?<br />
  24. 24. Create Internet Advertising That <br />Drives Customers To Your Business<br />7<br />Chris Pistorius<br />Sr. Internet Manager<br />Dex One<br />
  25. 25. Understanding How Consumers Search For Local Information<br />8<br />
  26. 26. What is a Search Engine?<br />A search engine is a giant database of many Web pages <br />and generally returns the result of a search ranked by that search engines’ indexing criteria.<br />The formula (called algorithms) varies widely between search engines and frustratingly enough seems to get modified depending upon which way the wind is blowing.<br />9<br />
  27. 27. Audience Poll #1<br />Which Search Engine do you use the most when performing a online search?<br />(Please choose one)<br /><ul><li>
  28. 28. Bing
  29. 29. Google
  30. 30. Yahoo
  31. 31. Other</li></ul>10<br />
  32. 32. Current Research Shows:<br />Most consumers choose the following for online searches…<br />11<br />
  33. 33. Why It’s Critical For Your Business To Be Found & Chosen Online<br />12<br /><ul><li>40% of search engine users do not have a specific business name in mind*
  34. 34. 31% of consumers now use Search Engines as their primary resource for local business information**
  35. 35. Local searches have doubled in the last two years to over 6 billion***
  36. 36. In the past 30 days, 24% of consumers used Internet Yellow Pages*
  37. 37. Users of the Internet Yellow Pages spend about 35% more than the general consumer****</li></ul>* The Y Advantage, Knowledge Networks, 2008.<br />** TMP Directional Marketing, Local Search Study, 2008.<br />*** Comscore search Local IYP Combo Reports,<br />**** CRM Associates, 2009.<br />
  38. 38. Understanding How Customers Search<br />13<br />Internet Yellow Pages Are:<br /><ul><li> An electronic version of a local Yellow Pages Directory
  39. 39. Typically in a “search engine” type format
  40. 40. More options and localized service providers</li></li></ul><li>Understanding How Customers Search<br />Leads Aren’t Created Equal<br />CRM Associates, Marketing Sharpa Benchmark Report, 2010, Direct Marketing Associates 2010 Report<br />14<br />
  41. 41. Understanding How Customers Search<br />Free Placement vs. Pay Per Click<br />Pay Per Click<br />Free / SEO<br />Pay Per Click<br />63% of consumers performing a search will click on organic results vs. a paid listing.<br />Source: Enquiro, Marketing Sherpa, Oct, 2004<br />15<br />
  42. 42. Over 100 Factors can influence search results<br />As far as Google is concerned, most SEO experts focus primarily on 3 factors<br />What Impacts Free Search Results?<br />Relevance<br />Popularity<br />Authority<br />16<br />
  43. 43. What Content Is Required To Drive Traffic To Your Website?<br />17<br />
  44. 44. Title Tag<br />Above The Fold<br />Contact Info<br />Business Description & Keywords<br />18<br />
  45. 45. The Truth About SEO Providers <br /><br />19<br />
  46. 46. Grading Your Website Content<br />Free website diagnosis tool<br /><br />Using this tool can immediately add value to your web site. <br />20<br />
  47. 47. How To Get Listed Next To AMap<br />(Recent Changes!)<br /><br /><br /><br />21<br />
  48. 48. One Way To Promote Your Business –Pay Per Click<br />Pay Per Click<br />Free / SEO<br />Pay Per Click<br />22<br />
  49. 49. Ad Content is Important !<br />PPC Results for “Denver Personal Injury Attorney” <br />Headline should not be the name <br />Title your ads relevant to the search<br />Good example of a headline <br />23<br />
  50. 50. Landing Page Examples<br />24<br />
  51. 51. $10 $3 $.57<br />IL<br />Best Practice –<br />General or Specific Keywords<br />Real Estate; Chicago Real Estate; Affordable Quality Homes in Arlington Hts IL<br />25<br />
  52. 52. “OutoftheBox” <br />Ways to Market Your Business<br />26<br />
  53. 53. Everybody Loves to Watch Videos<br />Source: The Kelsey Group. Anecdotal CTR uplift based on Brownbook, eLocalListing and stats. <br />27<br />
  54. 54. How To Track Online Ads<br />28<br />
  55. 55. Tracking & Measuring Online Ads<br /><br />Sample Website Tracking Report – Google Analytics<br />29<br />
  56. 56. Call Tracking Report<br /> Example<br />30<br />
  57. 57. Check out your listings & profiles on IYP sites like Dexknows<br />Find authoritative websites willing to link to your site<br />Ensure that your title tag is well written<br />Get your important info above the fold<br />Get your business on the map!<br />Track your results<br />31<br />Next Steps:<br />Search<br />
  58. 58. Poll #2<br />I am interested in learning more about new solutions for marketing my business. (choose all that apply)<br />I am interested in learning more about:<br />Online coupons <br /> Online business profile<br /> Online Videos<br /> Building a Website<br /> All of the above<br />32<br />
  59. 59. Additional Resources:<br /><ul><li>
  60. 60.
  61. 61.
  62. 62.
  63. 63.</li></ul>For More Information on “Creating Advertising That Drives Customers To Your Business” please contact us at:<br />Chris.pistorious@dexone.comor visit<br />ahartuv@business.comor visit<br />33<br />
  64. 64. 34<br />Create Internet Advertising That Drives <br />Customers To Your Business<br />Ask The Experts – Q & A<br />Chris Pistorius<br />Sr. Internet Mgr<br />Dex One<br />Alon Hartuv<br />Director Product Management<br /><br /> or visit<br />ahartuv@business.comor visit<br />