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2011 Internet Marketing Presentation to help small business owners, with learning SEO, internet marketing, and social media.

2011 Internet Marketing Presentation to help small business owners, with learning SEO, internet marketing, and social media.

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2011 Internet Marketing for Small Business 2011 Internet Marketing for Small Business Document Transcript

  • 9/22/2011 Our SBDC reaches far… Internet Marketing for Small BusinessThe University of Scranton SBDC - 2011 We have served over 10,000 businesses in 20 years throughout our 8-county service area! © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC About Me Iggy !! • SBDC 17 years • Accountant • MBA Marketing • Internet Business • … and more ! © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC What is Marketing ?? “Marketing is everything you do to get your product/service in the hands of the customer.” So ? “Internet Marketing is any marketing activity conducted online through the use of internet technologies (web, email, blog, and/or social media).” © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC 1
  • 9/22/201110 Steps to Internet Marketing 1. Listen !! 6. Linking 2. Keywords 7. Social Media 3. SEO 8. Mobile Marketing 4. Spam 9. Track Results 5. Create Content 10. Strategize © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC • Google AdWords • WordChecker • Keyword Discovery © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC 2
  • 9/22/2011 How to Use Keywords• Look for “niche” keywords or markets others have notyet found• Include most popular keywords in your website copy• Use most popular keywords along with “qualifiers”• Analyze keyword metrics to find opportunities• Make this an ongoing activity - WordTracker.com http://www.google.com/adwords © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC SEO - Search Engine Optimization - www.zimboora.com © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC PPC vs. Organic Search engine optimization (SEO) is the process of improving the • Keyword pricing begins at $.05 but the average cost for a •86% of search engine users report they feel visibility of a website or a web page top keyword exceeds $3.30. organic listings are more in search engines via the "natural" or • Keyword costs increase at relevant than paid listings. un-paid ("organic" or "algorithmic") least 20% a year. • There is no cost for keywords in organic search search results. • One survey reported that 57% engine optimization of respondents felt that they campaigns. were paying too much for their chosen keywords and keyword phrases. - www.zeroonezero.com © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC 3
  • 9/22/2011 © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC 80% of Google Searches areLocation Based!! © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC 4
  • 9/22/2011 - www.techevolution.com © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC What is SPAM ?• Keyword Stuffing• Unrelated Keywords• Doorway Pages• Tiny Text/Alt Text• Invisible Text• Mirror or Duplicate Sites• Submitting Repeatedly http://en.wikipedia.org/wiki/Spamdexing © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC Provide VALUABLE Content that helps Your Website readers, and that YOU would actually want to share with friends/associates! © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC 5
  • 9/22/2011 © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC<li><a href="/personal-injury.html">Personal Injury</a></li> <li><ahref="/auto.html">Car Accidents</a></li> <li><a href="/motorcycle-accident-attorneys.html">Motorcycle Accidents</a></li> <li><ahref="/truck_accidents.html">Truck Accidents</a></li> <li><ahref="/construction_accident_attorneys.html">Construction Accidents</a></li></ul> <ul class="how-help-ul"> <li><ahref="/medical_malpractice_claims.html">Medical Malpractice</a></li> <li><ahref="http://munley.com/marcellus_shale_accident_lawyers.html">Marcellus ShaleAccidents</a></li> <li><a href="/legal_cases_claims.html/">Injuries andAccidents</a></li> <li><ahref="/workers_compensation_pennsylvania.html">WorkersCompensation</a></li> <li><a href="/product_liability_defects.asp">ProductLiability</a></li> </ul> <ul class="how-help-ul"> <li><ahref="/wrongful_death_attorneys.html">Wrongful Death</a></li> <li><ahref="/social_security_disability_attorneys.html">Social Security Disability</a></li> http://www.google.com/webmasters/<li><a href="/contact.html/">Personal Legal Matters</a></li> <li><ahref="/business_litigation_attorneys.html/">Business Legal Help</a></li> </ul><h2>Pennsylvania Injury and Accident Lawyers</h2> - www.munley.com © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC LINK BUILDING InBound vs. OutBound Links InBound:Pointing to Types of InBound Links Think of a page linking to your page as a VOTE. Each Your Site = Good page that LINKs to your Regular – www.yoursite.com page is VOTE for that page. OutBound:Pointing from Your Site to Anchor Text – Gift shop in – Search Engine Optimization Somewhere Else = Bad Honesdale, PA. according to Google Anchor Text tells the Search Engines what the website is suppose to be about !! www.livingaloud.com © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC 6
  • 9/22/2011 www.scrantonsbdc.com • SBDC Blog • Google Places • Facebook • Twitter • YouTube • Flickr • Slideshare • PASBDC • ASBDC • SBA • University of Scranton • State of PA • Chambers of Commerce • SBDC Client Sites • …and more !! www.livingaloud.com © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDChttp://www.google.com/places/ © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC 7
  • 9/22/2011 About Me Who’s on Facebook ? Over 750 Million Active Users!! • 750,000 1,500,000 Small Businesses have Active Pages • SBDC 16 years • Second First Most Visited Site on the Web • MBA Marketing • 57% of Facebook Users are out of College • Internet Business • More than 50% of Users Return Daily • Average Users Spend 20 55 Minutes Per Day • Presented in 2009 Source: Facebook 85% of US Consumers feel companies should interact with them using Social Media. -Business in Social Media By: Eric Qualman © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC Who Else is on Facebook ? Other Social Networking Tools • Flickr – Share Photos • Your Customers • YouTube – Share Videos (Search Engine) • Your Competition • Twitter – MicroBlogging Site - Realtime • SlideShare – Share Presentations • Google + – The newest entry into Social If you want to remain in business you Media need to be where your customers are ! …and there are more & more every day © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC Dispelling the Myths• Why should I? I don’t need to.• I’m going to stick with what works.• Too Risky!• Can’t measure ROI!• What if someone says something negative? Even if you don’t plan on using Social Media to promote your business, you should have a plan to use it to save your business! © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC 8
  • 9/22/2011 Mobile Marketing - www.idouxmobilemarketing.com © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC Have you ever “checked-in” using FourSquare ?? © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC FourSquare is a combination of social networking, status updates, business reviews and locationWhat is FourSquare ?? based gaming. - Brandon D Hunt, O’Neill Communications © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC 9
  • 9/22/2011 What is FourSquare ? FourSquare Growth • March 2009 – Foursquare launches • April 22, 2010 – Reaches 1 million users • August 29, 2010 –3 million users • December 1, 2010 –5 million users • January 14, 2011 – 6 million users • May 14, 2011 – 10 million users Source: PlacePunch.com © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC Who Uses FourSquare ? How can it help MY business ?• 2011 – surpassed 10 million users • Create a Buzz (Currently adding 35K users/day ) • Reward Loyal Customers• 250,000 businesses • Save $$$• 2.5 million Check-ins/day • Improve Customer Service• Gender: 60% Women / 40% Men• Age: 25-44 = 68% FourSquare = INCREA$ED $ALE$• Income: $25K-$49K=38% - $50K-$74K=22%• Education: 89% of users have some college edu. Sources: FourSquare.com & 2011 Ignite Social Media Analysis © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDCCreate a FourSquare Strategy• Build additional traffic Is your business listed on• Reward loyal customers FourSquare ??• Increase sales http://www.foursquare.com © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC 10
  • 9/22/2011 Claim Your Venue Search For Your Venue• Search for your business• If listed: Claim your venue• In not listed … Add it !! © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC Claim Your Venue • Claim Your Business • Merge Listings • If you don’t see your business listing, you can add it ! © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC 11
  • 9/22/2011 FourSquare Specials Tale of Two Coffee Shops• The Newbie Special: First time check-ins.• The Swarm Special: Based on amount of people checking- in.• The Flash Special: # of people check-in for a designated time period.• The Mayor Special: Most check-ins will receive a discount, free item, etc.• … and more !! © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC 12
  • 9/22/2011 Incentive Ideas ? • Bring a friend • Free upgrades • Reward check-in quantity • Special table • No waiting in line • Any others ?????? © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDCSocialize © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC Txt Marketing Tie In • Invite people to take photos at your location • Text photo to a Special # • Opts in to Text Message Marketing • Promote other special deals © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC 13
  • 9/22/2011 Use FourSquare to Stand Out in a Crowd Promote your use of FourSquare outside of the web ?? © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC Promote FourSquare• At your location• On your website• Blog• In other advertising © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC 14
  • 9/22/2011 Track Your ResultsQuestions? © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC Visit Duration 80% of our SBDC website visitors spend less then 30 seconds on our website. The average website visitor spends about 4 seconds on a webpage they like ! MAKE IT EASY FOR PEOPLE TO FIND WHAT THEY WANT !! © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC Create a Landing Page Page on your website which can only be accessed through an incentive you are offering. Use website analytics to track the traffic to this page to see if your ads are effective. - www.conversionmarketing.com © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC 15
  • 9/22/2011Stand Out In A Crowd Develop an Internet Marketing Strategy 1. Keywords 6. YouTube 2. Website - SEO 7. FourSquare 3. Google Places 8. Mobile Marketing 4. Blog 9. Track Results 5. Facebook/Twitter 10. Start Over © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC Who is Talking About Me ?? Read customer review sites for • Google Places • Twitter business insight !! • FourSquare • Facebook • Yelp • Gowalla • … and many more REMEMBER GOOGLE ALERTS © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC What Do You Need To Do ? Listen – your customers will tell you things … both good and bad. Thank them for positive comments … ACT to overcome the bad comments Participate - unlike traditional advertising where you receive a message … in todays world - you respond REMEMBER TO ADD VALUE (give people a reason to visit) Your goal is not to control the conversation … but to become a part of the conversation --- and learn! © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC 16
  • 9/22/2011 Helpful Links Questions?• http://wordtracker.com• http://www.google.com/webmasters• http://mashable.com• http://hubspot.comhttp://www.scrantonsbdc.com/InternetMarketing © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC Thank you! AdLin Building, 1st Floor 600 Linden Street Scranton, Pennsylvania 18510 Phone: (570) 941-7588 Fax: (570) 941-4053 E-mail: sbdc@scranton.edu www.scrantonsbdc.com © 2011 The University of Scranton SBDC 17