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Web Based Marketing


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An orientation workshop presentation for people new to digital marketing. The first of a series of 5 workshops on web-based marketing. Contact me for worksheets on this workshop and other materials.

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Web Based Marketing

  1. 1. About Dayton SCORE daytonscore.orgSCORE supports small business by:• Providing mentoring and training to those  Preparing to start up a business  To existing small business owners  Wanting to grow  Needing to improve performance• Mentoring is “free and forever” • Seminars are at no, or a nominal chargeVisit - to find out more
  2. 2. Welcome . . .Dayton SCORE Workshop daytonscore.orgIn today’s volatile business climatechallenges are often served up fast Advantageand furious . . . SCOREWhether you are winning in business,struggling or just starting out,Dayton SCORE can provide acompetitive ADVANTAGE throughvaluable business educationalworkshops like this . . . Introduction To Web Based Marketing
  3. 3. Workshop Guidelines • Hear About SCORE • Hear About This Event • Please Sign-in • Pick-up a handout package • Name-tag/table Tent • Pick-up applicable brochures • Turn off cell phones • Engage in the session • Restroom Break (if needed) • Seminar Evaluation
  4. 4. Bob Carlson daytonscore.orgBusiness Side Experience•40+ years of business experience•Expertise in  Information Technology  Strategic Planning  Program Management  Internet and Intranet Design•Education  BS Engineering  MS Logistics Management
  5. 5. Art Helmstetter• Experience:  Business Marketing and Sales  Strategic Planning  Service business Development• Started two small businesses• Grew two businesses from 0 to $25 million• 35 years - business & management experience• Education and Registration:  MBA, BS & MS Engineering,  Registered Professional Engineer
  6. 6. Name Tag or Table Tent • Name John • Organization ABC Company Vice President • Position John ABC Company • Subject Vice President Expertise • Workshop Objectives Let’s Get Started
  7. 7. Introduction toWeb-Based Marketing … 4 Steps to Low Cost Marketing
  8. 8. Workshop Overview • Marketing 101 • Where digital marketing fits • Elements of digital marketing • Planning a website • Building a website • Search Engine Optimization • Use of Social Media • Next Steps to Execution
  9. 9. What You Should Learn 1. How digital marketing fits into your business 2. The ELEMENTS of digital marketing 3. The SPECIFIC purpose of your website 4. COST to create and maintain a website 5. How to ATTRACT CUSTOMERS to your website and ENGAGE CUSTOMERS 6. Including SOCIAL MEDIA in marketing 7. MEASURING PERFORMANCE of your digital marketing
  10. 10. Marketing 101 daytonscore.orgYour business plan MUST answer these questionsand define HOW you will do it. Who You Sell To? How You Beat Competition? How You Make Profits? If you don’t answer these questions, don’t bother
  11. 11. Marketing and theRole of Digital Marketing Mass Media TV, Radio, Print Digital and Web Based Location & Face to Face Promotions & Packaging
  12. 12. Use Both Inbound andOutbound Marketing
  13. 13. Interaction of methods daytonscore.orgIntegrate marketingelements
  14. 14. Digital Marketing is ANumbers Game
  15. 15. Why Digital is Important?
  16. 16. Where You Need to Be In Digital
  17. 17. Why Digital Is Good For Small Companies 1. It is low cost 2. It is scalable and national/global 3. Quality is economical – you look big 4. It can be highly targeted 5. It is real time 6. Results are easily measurable 7. It can be personal and one-to-one
  18. 18. The Web Fits between MassMedia and Face to face Contact • Companies can use the Web to capture some of the benefits of personal contact, yet avoid some of the costs inherent in FTF customer management • Trust is often related to proximity
  19. 19. STEP 1. Putting The PiecesTogether: Website Development • Planning for the Site • Acquiring the Site • Website Optimization • Social Media
  20. 20. Decide Your Site’s Purpose Typical uses: • Build awareness of your brand and products  online brochure • Distribute information that saves staff resources  hours, location, services • Build relationships and get visitor identity information  offer a newsletter or free report in exchange for an email address  Provide social media buttons for twitter, Facebook etc. • Perform e-commerce, sell and deliver product/service
  21. 21. Three Creation Functions Conceptualization – based on marketing plan Determine the message the site will convey and the target audiences Development – based on site’s purpose Sets up the functionality of the website Includes an ongoing activity to update functions Designer Developer Design – based on marketing/sales plan Sets up the artistic look and feel Typically only done at creation of site
  22. 22. The Users You first think of: But there will be: • Existing customers • Competitors • Potential customers • Vendors • Potential lenders • Potential investors • Potential employees • Existing employees • Press
  23. 23. Step 2. Website Acquisition • Planning for the Site • Acquiring the Site • Website Optimization • Social Media
  24. 24. Domain Name • What is a Domain Name? • Take control of this process! • What Domain Name should I get?  Company Name if well known  Include Keyword Phrases - function, location, etc. • Where to go to RENT domain name  Any Internet Service Provider (ISP)   * Need a hosting ISP to house your site
  25. 25. daytonscore.orgOne of the comparison tools to assist in selecting your host:
  26. 26. Hosting (ISP) Options Hosting and maintenance may be bundled as a monthly fee with the Site Builder options Free sites: BraveNet, FreeSite, Googlesites Often place ads on your site. Low cost hosting sites: Cheap Reliable Website Hosting, 123 Higher cost sites: GoDaddy, IXWebHosting Add ecommerce, provide a secure site
  27. 27. Building The Website Do it yourself  Can I spare the time  Do I have the skills?  Can I get affordable training?  Do I want control of my website? Hire a website developer  Do I have the money to hire someone?  Am I okay with having someone else in control?
  28. 28. Do It Yourself ? daytonscore.orgPros Cons• You control your website • Takes time to update  Frequency of Updates • The learning curve  Speed of updates • You may not get the  Ensure Content best features• Less Expensive• You don’t have to rely on someone else’s schedule.
  29. 29. If You Hire A Developer • Have a signed contract – Retain ownership of domain name – Own all content (copyright) – Where applicable own the code (assignment) – Pay as work progresses (progress payments) • Stay involved and meet frequently
  30. 30. Website Building Costs• One time costs – Front End  Web site creation/setup  Graphics, photos  Domain name(s), building client databases  (your time) for site content development• Recurring operating costs - Ongoing  Hosting  Maintenance/modifications  Web site management (you or your delegate)
  31. 31. Estimated Front End Costs • Custom developed website • $1,500 to $7,000 • 20 – 100+ hours of your time • Developer site using a website builder • $500-$1200 • 40 – 100+ hours of your time • Do it yourself website (DIY): • $300-500 • 50 - 200+ hours of your time
  32. 32. Ongoing Costs Domain Name Rental $8-$30 (annually) Hosting Service $7-$200 (monthly) Site Maintenance $0-$500 (monthly) Search Engine Listings $0-$2000 (annually) $100 - $2,000 per year
  33. 33. Development Tools• Site Builders (portable)  Proprietary Development Software  Dreamweaver – $350  Microsoft Visual Studio 2010 – $1,000  Open Source  WordPress  Drupal  Numerous other open source applications
  34. 34. Development Tools• Site Builders (non-portable)  GoDaddy ($6/month)  Intuit ($5/month)   Google Builder – free - Google “Website Builders” to find various alternatives  Citymax ($20/month)  ($10/month)  ($5/month or free)
  35. 35. What Is A Site Builder Template? COMPANY NAME OR LOGO Menu Items to Other Pages Photo Header Illustrating the Business or Area Links Text: Text: What’s To Benefits What New Other To Customer we do and how Sites we do it Or Blogs Footer copy write information etc.
  36. 36. Simple Site Builder Contact Home About Us FAQs Blog Get Your Business Running … Like a Porsche The Dayton Chapter of SCORE was founded inSee Us 1970 as non-profit volunteer organization to assist the small business administration in helping the What’s New !At: grass roots businesses to start and grow in theLinkedIn Dayton area. We are one of 389 chapters SCORE Workshop ! nationwide. Because of financial support from local community organizations and businesses we are Website Design BasicsTwitter able to offer our services and products at no Centerville LibraryFacebook charge to the public. Sign Up NOW at:© Dayton SCORE 2013
  37. 37. Use Professional Images Have your products professionally photographed. or … buy professional stock photos: Remember copyright laws apply to the internet
  38. 38. Step 3.Website Optimization• Planning for the Site• Acquiring the Site• Website Optimization• Social Media
  39. 39. Maintenance Tasks • Content management  Change 20% of site content per month • Site maintenance  Avoid “linkrot” – check each link monthly  Analyze traffic (hits by day/week/month, etc.) • Client feedback  Use a separate website related email address  Respond daily!
  40. 40. You Have 60 Seconds… daytonscore.orgYou have LESS than a minute to engage a visitor5-10 seconds Decideif you do what they are looking for5-10 secondsNavigate to find details about what they are looking for20-30 seconds Compareand evaluate your information, services, products, casestudies, etc.5-10 seconds toConvert (find a phone number, complete a form, link toemail, bookmark etc.)
  41. 41. What Are Search Engines? Google, Yahoo, Bing Consumers use search engines to research and purchase products and services 2 kinds of results: organic (natural) or paid results Which is best? Organic Organic results are gathered by search engines based on keyword match and links to the site
  42. 42. How They Rank You Over 85% of web searches are done on Google Search Engine “crawlers” index site content like a library index to find the best key word matches Google’s method to rank listings is Top Secret ! Ranking Factors include: Key word match to site content or name Site traffic volume Links to and from the site “Freshness” of the site content Use of media, blogs, social media, etc.
  43. 43. Organic vs. Paid Results People click in the organic results 75% of the time!
  44. 44. Key Words for OrganicResults Use keywords that describe your products/services Use keywords that indicate where you do business Optimize keyword phrases within your site that have a higher a number of searches. (see analytics) Review your competition’s online presence. Look at the top 10 sites (check out keyword phrases, etc) Look at the number of listings for searched keywords on Google. Stay away if more than 5 million 85% of searches are 2 words or more.
  45. 45. Free Tools Analyze your Competition – ( Keyword Suggestion Tools – ( Browser Optimization - ( Sitemaps - ( Site Ranking - ( Search Engine Optimization – book by Kristopher Jones
  46. 46. Google Tools Google Analytics – captures information about the way users behave on your site. ( Google Adword Keywords Submit site to Google Index Create a free Google and Yahoo Local Listing Create a coupon on Google Local/Maps
  47. 47. Performance Metrics–Your Site’s Report Card  High and increasing traffic  Unique visits  Hits  Time visitors spend on site  Number of pages viewed  Bounce rate  Geographic location (city)  “Conversions”  Sign ups for newsletter, blog, etc. Self Identification  Request to information or price  Product Sale
  48. 48. Optimize Results throughDirectories and Link Building Submit your website to free submission directories: Google - Yahoo BING Yelp Merchant Circle Link your site to other sites: Manufacturers/Suppliers Trade organizations Companies that would use your services. Groups in your industry through social media
  49. 49. Get “Sticky”Engage Your Visitors  Update your site often: weekly is best.  Include a blog page*  Use social media and link to your site  Use video, especially for testimonials or YouTube  Audio with graphics such as photos or slides  Publish “how to” documents or other “tools”  Put details in linked documents in ftp files  Offer email registration
  50. 50. Using Email Engagement • Get contact information – website, social media, advertising – Offer information, promotion, samples, etc. • Manage email campaigns- • Obey anti-spam laws • ALWAYS send useful information and promotions • Integrate with other media
  51. 51. To Pay or Not to Pay? The Other 25% of Searches daytonscore.orgPaid listings and ads increase your traffic and can focus on your targeted customers Google adwords piggybacks on searches – You can target who and where to show your ad – You “pay per click” from $.10 to $1 – Google display ads are effective but cost $3-$10 Banner ads can target segments through associations and publications Upgraded paid listings put you at the top of the page Other locations with good targeting: Facebook, Digital Yellow Pages, Google Places, and Yahoo local
  52. 52. Your To-Do List Research your main competition’s website, keywords and web presence If you have the money, hire help to optimize, or take an in depth course If you want to DIY try using the Google tools Do searches to find directories, blogs, etc. Take the SCORE paid website design and social media workshops
  53. 53. Step 4.Social Media Marketing• Planning for the Site• Acquiring the Site• Website Optimization• Social Media
  54. 54. Why Use Social Media? • Search Engines Love Social Media and Blogs • Drives traffic to you website or business • People use the web to get more of their information • It replaces personal “word of mouth” marketing • People trust referrals from friends • You stay in touch with customers • It is informal and relaxed, people are open and receptive to your message/branding 17
  55. 55. What is Social Media? • Social Media are Web Sites and online forums that allow people and businesses to interact • Places – Facebook, LinkedIn, Twitter, Blogs, etc. • Content - Words, Pictures, Videos, Music, Apps • Purpose - Business Application, interests 57
  56. 56. Match Social Media To Your Marketing Plan The Customer Experience Marketing Create awareness Marketing Need identification (Awareness) Source discovery Sales Create purchase preference Sales Trust (Action) Service Service Meeting customer expectations (CRM) Receiving complaints
  57. 57. Social Media Etiquette• Listen BEFORE talking• Be helpful and conversational (SOCIAL)• Respond to inquiries promptly• Focus on areas related to your business – Tips on how to save money or time – Tips on how or how NOT to do something – Related articles, data, blogs etc.• Provide RELEVANT and interesting content• Make it brief, timely, current• Focus on one place at a time• Verify ALL information
  58. 58. The Social Big Three + 1 – ( B2B – ( B2C – ( B2B & B2C - ( B2B & B2C60
  59. 59. Rules of Engagement – Protect your privacy • Birth Date, Maiden Name, Home Address – Account Setup • Employees access? • Keep Track of logins – Think before you post/link/friend/tweet • Customers? • Competitors? – Pick One, Get Really Good, Move On
  60. 60. Remember• Web sites are addictive – DIY WILL take more time than you think• Developers say they can do it all – They can’t. Have a contract. Be involved.• Free stuff isn’t free – Host sites will try to sell you additional features• It takes time to get noticed ― Be patient, search engines will take a while to find you ― Build a social network ― Attend our site optimization workshop
  61. 61. Your Take Away List Have a business plan with a marketing plan Identify the goals for your digital marketing plan Assemble sample content: marketing materials, pictures Identify three web sites with a “look and feel” that you like IF you want to DIY try using the Google web development application, Wordpress, or a simple site builder Take the SCORE website, search engine and social media workshop series to learn more. Get a SCORE counselor
  62. 62. SCORE Paid Digital Marketing Series daytonscore.org1.Website Design Fundamentals Launching a new business or thinking about it and want to create a basic website.2. Search Engine OptimizationBusinesses that have an existing website and want to increase their site traffic, and site ranking3. Social Media MarketingFor small businesses wanting to use social networks to economically market their business,
  63. 63. Thank you for joining usWe hope it has been worth yourwhile Take a Minute to Network Exchange Business Cards Please Fill Out a Program Evaluation Form