SBDC Online Marketing Checkup - PPT


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A presentation on the basics of online marketing I gave to local business owners at the Arizona Small Business Development Center in August, 2009.

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SBDC Online Marketing Checkup - PPT

  1. 1. PresentsOnline Marketing Check-uporHow to Stop Worrying andLearn to Love the InternetAugust 6, 2009<br />
  2. 2. Let’s Get Acquainted<br /><ul><li>Ed Tankersley
  3. 3. President of Eight Trails
  4. 4. Smarter websites and online marketing</li></ul>20+ years advertising and marketing<br />Interactive director<br />Creative director<br />Writer<br />
  5. 5. Now You <br />How many B2B businesses?<br />How many B2C businesses?<br />Other?<br />Business size?<br />How much online marketing?<br />
  6. 6. Online Marketing Check-Up<br />Today’s agenda<br />
  7. 7. What Is Online Marketing?<br />Marketing is promoting, distributing, and selling a product or service<br />Online is anything you can do on the Internet<br />Such as…<br />
  8. 8. Online Marketing <br />Search Engine Optimization (SEO) <br />Paid Search<br />AKA PPC or Pay-Per-Click<br />Email Marketing <br />Internet Display Ads <br />AKA Banner Ads <br />Social Media <br />Your Website<br />
  9. 9. Internet is THE Place to Be<br />More people have Internet connections than have cable TV <br />105 million Americans are online at work every day <br />92% of those have high-speed, broadband connections<br />
  10. 10. Two-Thirds of US is Online<br />
  11. 11. Online Marketing is Hot<br />80% of advertisers include Internet in their marketing mix <br />Online marketing spending increasing 20% each year <br />By comparison, TV spending increasing 2.4% and print 3.3%<br />
  12. 12. Online Ad Spending<br />
  13. 13. Search Engine Optimization <br />Make sure you’re found by those who want what you’ve got<br />
  14. 14. Search Engine Optimization<br />
  15. 15. Search Engine Optimization <br />AKA SEO, Natural Search, Organic Search <br />SEO is huge, because if someone is searching for your company, product, or service, they&apos;re already motivated <br />Search is the second most common online task <br />Hundreds of millions of searches each day<br />
  16. 16. Search Leads in ROI<br />
  17. 17. Search Engine Optimization <br />How do you get to the top? <br />Select good search terms (keywords) <br />Integrate terms into key areas <br />Build searchable web sites <br />Keep your content fresh <br />Get connected - Inbound links <br />Measure your results <br />Repeat <br />SEO is a process<br />
  18. 18. Check-Up Question - SEO <br />My website is optimized and I’m getting great ranking<br />My website is optimized but I’m not on the first page of search results<br />I’m not sure if my website is optimized<br />Boy, I probably should get a website<br />
  19. 19. Paid Search<br />The hottest advertising going<br />
  20. 20. Paid Search<br />
  21. 21. Paid Search<br />Efficient<br />Targeted<br />Measurable<br />Flexible <br />Can have a very high ROI<br />
  22. 22. Paid Search<br />Several varieties <br />Search-based<br />Content-based (Google, Facebook, and others) <br />Your position (ranking) is based on your bid amount<br />Tricky: Your bid amount is based on your quality score<br />
  23. 23. Paid Search<br />Flexibility <br />Geotargeting – reach only visitors in specific cities, states, or regions<br />Daypart – your ads appear when you think your target market will be searching<br />Negative keywords – filter out irrelevant traffic<br />Can get fast results <br />Good for testing ad themes and headlines<br />
  24. 24. Paid Search<br />Get yourself some professional help<br />Most effective when monitored constantly <br />Headlines, copy, and landing pages need to be carefully crafted <br />Constant testing is a must to get the highest ROI<br />
  25. 25. Check-Up Question - PPC <br />I make multiple dollars back for every PPC dollar I spend<br />My pay-per-click is all pay and no pay-off<br />I think I could make some money with PPC, but I haven’t tried it<br />My customers won’t click on ads<br />Boy, I should really get a website<br />
  26. 26. Email Marketing <br />“Don’t call me spam!”<br />
  27. 27. Email Marketing <br />Email is cheap<br />Practically everybody with a pulse has it and reads it daily<br />Done well, email will be welcomed by your customers and prospects <br />Great at moving customers through purchase cycle <br />
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  30. 30. Email Marketing <br />Guidelines for email campaigns <br />Anticipated <br />Timely <br />Relevant <br />Simple design <br />Minimal graphics<br />Short and to the point<br />
  31. 31. Email Marketing <br />Use an ESP (email service provider)<br />CAN-SPAM compliance <br />List management <br />Automatic subscription and unsubscribe maintenance <br />Advanced features<br />Segmented lists <br />Event triggers<br />Split testing<br />
  32. 32. Check-Up Question - Email <br />I have a large and growing subscriber list, and I email regularly<br />I’ve sent some emails, but I don’t know what it did for me<br />I’m spamming like crazy!<br />I don’t know what I would say in an email<br />
  33. 33. Online Display Advertising <br />Put your ads where your customers’ eyeballs are<br />
  34. 34. Online Display Advertising <br />Can be targeted <br />Content <br />Demographics <br />Behavior <br />Geographic <br />Daypart<br />
  35. 35. Banner Ads Can Be Targeted<br />
  36. 36. Online Display Ads <br />Sizes and position <br />Bigger is better <br />Avoid cluttered sites <br />Ads that are closer to content get more clicks <br />Animation can increase action<br />
  37. 37. Place Banner Ads Close to Content<br />
  38. 38. Online Display Ads <br />Media buying options <br />Site direct <br />Networks <br />Pricing models <br />CPM (cost per thousand) = impressions <br />CPC (cost per click) = behavior <br />CPA (cost per action) = results<br />This one needs a pro, too<br />
  39. 39. Check-Up Question <br />Online display ads are an important part of my nutritious media mix<br />My ads are in the local newspaper, right where they belong<br />Geez, I really should get a website<br />
  40. 40. Social Media <br />Stop talking about yourself and start conversing<br />
  41. 41. Social Media <br />It&apos;s not just for teens anymore <br />MySpace - still for teens, actually <br />Facebook - explosive growth in adult market <br />LinkedIn - professional connections <br />Blogs - human voice for business <br />Twitter - mini blog <br />Flickr and YouTube - share images and videos<br />
  42. 42. Facebook is the King<br />
  43. 43. LinkedIn Targets Business Relationships<br />
  44. 44. Twitter for Work and Play<br />
  45. 45. Social Media<br />The point of social media is to engage in conversations and build relationships<br />Follow / link to people and companies that interest you<br />Respond to notes – even the negative ones<br />Have a human voice – share your interests and opinions<br />Talk about and recommend others 5 times as often as you talk about yourself<br />
  46. 46. Social Media<br />It’s still marketing<br />Social media requires time and attention<br />Have a goal – increasing awareness, driving sales, improving customer relations<br />What makes you different? What’s your voice?<br />Know your audience – are they Tweeters or are they LinkedIn, for example<br />Understand how you will measure your efforts<br />
  47. 47. A Note About Blogs <br />Blogs are easy to set up <br />Hosted at or<br />Integrate into your website <br />You’re already talking about your business. Invite your customers into the conversation.<br />Your customers are already talking about your business. Join in.<br />Participate regularly - answer comments <br />Join in other conversations, too<br />
  48. 48. Check-Up Question – Social Media <br />I have a clear social media strategy and have lots of engaging conversation going on<br />I’m tweeting, blogging, and posting photos and videos like crazy<br />This is just for kids, right?<br />
  49. 49. Your Website<br />Make your website pull its weight<br />
  50. 50. Your Website <br />Your website is an expense – time and money<br />It can pay for itself many times over, if…<br />It’s findable<br />It’s usable<br />It’s designed and written to turn visitors into customers<br />
  51. 51. Your Website - Findability<br />Search Optimization – make sure you’re found by those who want what you’ve got<br />Keyword optimization<br />Site structure<br />Inbound links<br />
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  53. 53. Want more about search optimization?<br />Attend my Search Optimization seminar next month – details at the end<br />
  54. 54. Your Website - Usability<br />Make your website work for the people who actually use it<br />Who are your website’s most important users? <br />What do they want? (Ask them!) <br />Surveys <br />Interviews <br />Ask front-line employees (cashiers, customer service, tech support, sales)<br />
  55. 55. Your Website - Usability<br />Usability <br />Important stuff first - Make your website an FAQ <br />Every page should quickly answer three questions: <br />What is this website about? <br />What can I do here? <br />What should I do next?<br />
  56. 56. Your Website - Conversion <br />Conversion – turn visitors into customers<br />Ask for the order <br />Email signup <br />Invitation on every page <br />Contact form <br />Live support <br />Blog<br />
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  58. 58. Want more about making your website work harder?<br />Attend my website optimization seminar in two weeks – details at the end<br />
  59. 59. Check-Up Question – My Website <br />My website is my best salesperson<br />I’ll need to get back to you – I haven’t looked at my website for a while<br />My website is a disaster – Flash, frames, pictures of my dog<br />Criminy! I really need to get a website!<br />
  60. 60. Upcoming Seminars<br />Harnessing the White Elephant:<br />Make Your Website Pull Its Weight<br />Following my multi-point website checklist, we’ll discuss what makes a website effective for its visitors and what can make it work harder for you. Volunteers can offer up your websites for a live site review.<br />August 20, 2009<br />Are You Hiding from Customers?<br />Tune-Up Your Site for Search Engines<br />Overview of search engines and organicsearch, followed by a discussion of the top tactics for improving search visibility and search ranking, and concluding with a live review of a website.<br />September 10, 2009<br />
  61. 61. Questions? Comments? <br />Ed Tankersley <br /><br /><br />@EdTankersley<br />602-361-2001<br />