eMarketing Techniques for Businesses
How to take advantage of the web to grow your organization
Thank you to our sponsors

About The Speaker – Brad Kleinman

Agenda
• 8:30AM - 10:20AM Keynote Speech
• 10:20AM - 10:40AM Break
• 10:40AM - 11:40AM Breakout Session #1
• 11:40AM - 1:00PM Lunch / Video Conference
• 1:00PM - 2:00PM Breakout Session #2
• 2:00PM - 2:20PM Break
• 2:20PM - 3:20PM Breakout Session #3
• 3:20PM - 4:00PM Wrap up

Breakout Sessions
• Session 1
– Using Facebook and LinkedIn to Market Your Business
– Leveraging Blogs to Syndicate Valuable Content and Generate Leads
• Session 2
– Taking Advantage of Viral Marketing with Twitter
– Driving Traffic to Your Site Through Search Engine Optimization
• Session 3
– How to Use Free 'Web 2.0’ Tools to Ease Your Marketing Pains
– Why Email Marketing is Still So Important

Connect to each other!
• Tweeting? Use “#etechniques” hashtag
– For real-time conversation, go to www.twubs.com
• LinkedIn Group ‘eMarketing Techniques’

Keynote Speech Outline
• Accountability
• Web 1.0 -> Web 2.0
• Social Media Trends
• Benefits of eMarketing
• Creating your Marketing System
• Specific eMarketing Techniques
– Website Optimization
– Email Marketing
– Search Engine Optimization
– Social Media Optimization

Caveat #1 – The 80/20 Principle

Caveat #2 – Water from a Firehose

Caveat #3 – Have Fun!

Caveat #4 – Marketing Foundations

Accountability

Accountability
1. Choose a partner
2. Introduce yourself
3. Commit to do ONE thing you learn today
4. Connect outside of this workshop
5. Check up with each other - MIH

The New Web

The New Web
• A user driven virtual world
– User driven content
– Rich, interactive and user-friendly
– Community and Social Network
– Incorporation of Video and Mobile
Ex. Blogs, wikis, social networks, online video, etc

The Machine is Us/ing Us

What is Web 2.0?

Benefits of eMarketing
• Easy to use
• Easy to quantify
• Easy to customize
• Easy to interact with users
• Time Efficient
• Cost efficient
• High Return on Investment

Statistics & Trends
• Social media trends
– Facebook over 225M, 500K users per day
– A blog is created every half second
– Over 150K videos uploaded to YouTube every day
– 75% of adults 18-24 are on social networks

Budget Line Increases VS Decreases

Significant Barriers to Adoption

Creating Your Marketing System

Optimizing Websites for Conversion
• Design
– Capture viewers attention immediately
– Make sure you have a call-to-action
– Get them to come back
• Analysis
– Google Analytics
– Google Optimizer

Capture Attention Immediately

Engage your users

Google Analytics – Tracking Success

Tracking Goals in Google Analytics

Using Google Website Optimizer

Website Best Practices
1.) Make it EASY to buy
2.) ENGAGE your users
3.) GET their email

Use Email Marketing
• Cost effective
– ~ 500 = $15/month
• View opens and clicks
– Know exactly who opened it and when
• Develops relationships
– You open email from people you trust
• Offer a value-based monthly newsletter

Email Marketing Best Practices
1. Focus on users needs (80%/20%)
2. Have a call to action
3. Track results and follow-up

Managing Relationships
• Customer Relationship Management
– Knowledge is power
– Gathering inquiries from website
– Synchronize with email marketing
– Create a follow-up protocol
– Coordinate with your team

Organic VS Paid Search

SEO VS PPC

eMarketing Best Practices – SEM
1. Use title tags
2. Key in to your keywords
3. Inbound links!

eMarketing Best Practices – SEM
• Page title
• Keyword density
• H1, H2, H3 tags
• Bold text
• Anchor text
• Keyword phrase or theme for each page
• Robot friendly page URL

Use Website Grader

RSS – The common denominator

The Technology & The tools

Facebook – The Social Network

Getting Started
• Edit your profile
– Basic info
– Personal info
– Contact info
– Education and work

Facebook Basics

What’s on your mind?

Facebook for Business – Ads

Facebook for Business – Public Profiles

Get LinkedIn!

Do you accept Twitter?

Creating Your Marketing System

THANK YOU
Thank you to our sponsors