Web Marketing and the
 Santa Cruz Chamber
        Kirsti Scott
      Scott Design Inc
Quick introduction

•  Kirsti Scott, Creative Director at Scott Design
•  20+ years of experience in design and marketing
...
What’s the big deal about web marketing?

•  90%+ of people search online before making
   decisions, big and small
•  Sea...
How customers find you on the web

•  Google/Yahoo!/Bing search for your business name,
   description, location, or words ...
What are you selling?
Describing your business - Branding 101

•  What are you selling?
   •  If you run a health club, it’s not fitness.
      I...
What is your brand personality?
Define your brand personality

•  What 5 adjectives to describe your company?
   •  Apple: cool, hip, playful, cutting-edge...
Target content to what people are looking for
Selecting Keyword Phrases – SEO 101

•  Keyword phrases should tell what you’re selling and
   reflect your brand personali...
100 words: Concise, precise, and design to entice

•  Explain what your company does, who you do it for, and
   why your c...
Working in, Living in, and Visiting Santa Cruz
Benefits of your Chamber listing

•  Site provides resources for people making buying
   decisions—working, living, and vis...
Your Chamber listing markets your business

•  If you don’t have a website, this is your web presence
•  If you don’t buy ...
Making the most of your free listing

•  Make sure your listing shows:
   •    An image that represents your products or s...
Listings in the online Business Directory
Free marketing options on the Chamber site

•  Add a coupon to your listing for a special promotion
•  List your upcoming ...
Multiple listings in the Business Directory
Priority Listing in the Business Directory
Events and banners on Visiting Santa Cruz page
Banner advertising on the Chamber site




      Tip: Ask Melody Sharp to design your banner ads at a reduced Chamber rate
Advertising options on the TripAdvisor page
Thanks!

Questions? For more info:
  www.hotdesign.com
 kirsti@hotdesign.com

   ©2010 Scott Design Inc. All rights reserv...
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Web Marketing and the Santa Cruz Chamber of Commerce

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How to come up with a 100-word business description, define your brand personality, and develop a set of keyword phrases to use to describe your business on the Chamber website and across the web. Includes an introduction of the newly redesigned Santa Cruz Chamber website and opportunities to market your business through the Chamber.

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Web Marketing and the Santa Cruz Chamber of Commerce

  1. 1. Web Marketing and the Santa Cruz Chamber Kirsti Scott Scott Design Inc
  2. 2. Quick introduction •  Kirsti Scott, Creative Director at Scott Design •  20+ years of experience in design and marketing •  Scott Design creates websites, e-mails, web banners, online apps, and integrated marketing campaigns •  We recently completed the Chamber web redesign
  3. 3. What’s the big deal about web marketing? •  90%+ of people search online before making decisions, big and small •  Search engines find content, categorize it, and connect people with what they need •  To get found, you need online content that’s relevant and fresh
  4. 4. How customers find you on the web •  Google/Yahoo!/Bing search for your business name, description, location, or words in your listing •  Chamber site search for your business category, name, location, keywords, or phone number •  Navigating through the site or the directory •  A link from another site such as TripAdvisor
  5. 5. What are you selling?
  6. 6. Describing your business - Branding 101 •  What are you selling? •  If you run a health club, it’s not fitness. It’s sex appeal, weight loss or a longer life. •  If you manage a restaurant, it’s not food. It’s escape, camaraderie and not having to wash dishes. •  If you own an auto repair shop, it’s not repairs. It’s trust, safety, cleanliness. •  How do you help your customers? •  What are 3-5 things that make your business better than your competition? Tip: Attend one of Lisa Orrell’s branding workshops at the Chamber
  7. 7. What is your brand personality?
  8. 8. Define your brand personality •  What 5 adjectives to describe your company? •  Apple: cool, hip, playful, cutting-edge, fun, irreverent and they spin PC as old, frumpy, slow, bloated, nerdy •  Motel 6: honest, simple, friendly, humble, reliable, unpretentious •  Charles Schwab: direct, approachable, honest, smart, expert •  Reflect your personality in your website, collateral, messaging, business description…and how you interact with customers and run your business Tip: Ask Karen Kefauver to write your description and keywords at a reduced Chamber rate
  9. 9. Target content to what people are looking for
  10. 10. Selecting Keyword Phrases – SEO 101 •  Keyword phrases should tell what you’re selling and reflect your brand personality Santa •  Balance relevance and popularity Cruz •  Use phrases 2-4 words in length that your customers use •  Include “negative” words Santa Cruz hotel wedding allows dogs •  Check out your competition •  Look at analytics Tip: Use Google Adword’s Keyword Tool (just google Keyword Tool}
  11. 11. 100 words: Concise, precise, and design to entice •  Explain what your company does, who you do it for, and why your company is different from your competition •  Use the keywords you developed. Think about what customers are looking for online, the good and the bad •  Stress the benefits to your customers, not the features •  Include special events and prices in your description, e.g., “Mention Santa Cruz Chamber for special discount” or “End-of-Summer Special!” •  Make your description friendly, inviting, and easy to read
  12. 12. Working in, Living in, and Visiting Santa Cruz
  13. 13. Benefits of your Chamber listing •  Site provides resources for people making buying decisions—working, living, and visiting SC •  International exposure through TripAdvisor •  Member listings displayed 3,700,000 times in 2009 •  Listing includes direct links to your website, e-mail, map and detailed information about your business •  Just as Chamber membership bestows a “seal of approval” on your business, the Chamber site lends “authority” to your site
  14. 14. Your Chamber listing markets your business •  If you don’t have a website, this is your web presence •  If you don’t buy online advertising, your listing provides click-throughs to your site •  If you don’t advertise in the yellow pages, your listing is like an ad in the “online yellow pages” for Santa Cruz •  Oh, yeah, and it’s free!
  15. 15. Making the most of your free listing •  Make sure your listing shows: •  An image that represents your products or services •  Correct business name •  Current contact information •  Correct website, e-mail address, map location (Click them!) •  Complete description •  Make sure you are in the right category(ies) •  Remember that listings are alphabetical (Santa Cruz Dream Inn vs. Dream Inn)
  16. 16. Listings in the online Business Directory
  17. 17. Free marketing options on the Chamber site •  Add a coupon to your listing for a special promotion •  List your upcoming event in the Business Calendar •  Share news about new products, special deals, and business successes in the Member News section
  18. 18. Multiple listings in the Business Directory
  19. 19. Priority Listing in the Business Directory
  20. 20. Events and banners on Visiting Santa Cruz page
  21. 21. Banner advertising on the Chamber site Tip: Ask Melody Sharp to design your banner ads at a reduced Chamber rate
  22. 22. Advertising options on the TripAdvisor page
  23. 23. Thanks! Questions? For more info: www.hotdesign.com kirsti@hotdesign.com ©2010 Scott Design Inc. All rights reserved.

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