Intro to internet marketing brown bag workshop july 2012

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Intro to internet marketing brown bag workshop july 2012

  1. 1. Introduction to Internet MarketingPart of “The Essentials All Small Businesses Should Know” Series Presented by
  2. 2. Who Calls Themselves a “Salesperson”? No one like to be sold, but everyone likes to buy! “Sales” has a negative tone • Pushy • Self-serving • Promises everything then disappears First rule of owning a small business: You have to sell, but most Small Business Owners are not 8/8/2012 Salespeople Copyright Calibrate Marketing & Mentoring 2011 2
  3. 3. What if your prospects:• Knew everything you did about your products and services• Understood the differences between you and your competition• Recognized why you did it your way• Saw the value in your prices• Had spoken to past clients• Had been referred to you by a trusted friend• Found you easy to do business with• Had expectations that could be easily met• Trusted you in the first meeting• Only called you when they had an actual need and budget 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 3
  4. 4. Marketing Makes Sales EasierMarketing is getting your message to your audience KISS: Spoon-feed so they understand WIIFM: It’s about them, not you Help Qualify the Prospect ◦ Has a defined need ◦ Has a budget / can spend the budget ◦ Can make a decision Set Expectations so Prospects can Buy 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 4
  5. 5. How To Market? Identify Your Core Marketi.e. Generational Differences 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 5
  6. 6. The Mechanics of Marketing Build Awareness of a problem and a solution Interest your audience in your solution to their problem Provide information for a prospect’s Investigation Enable an Evaluation or Testimonial of your product as a specific solution Provide a Justification for purchase of your product or service Each stage correlates to the prospects intent to purchase Individual marketing activities primarily address different stages 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 6
  7. 7. Billboards Banner Ads Cold CallsIntention Awareness to buy TV, Radio, Magazine Social Media & Newspaper Ads Direct Mail Low E-mail Marketing Yellow Pages Video Marketing Interest Trade Shows / Seminars Search Engine Marketing Request for Information Organic Search Investigation Initial Sales Visit Blogs, Reviews Trials & Demonstrations How-To Videos Evaluation Social Media Referrals Peer Review, WOM, Referrals High Justification 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 7
  8. 8. How Did B2B Marketers Allocate Their Budgets in 2010? Data Courtesy of Google 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 Design by KissMetric 8
  9. 9. Where do B2B Marketers Anticipate Budget Increases for 2012? Data Courtesy of Google 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 Design by KissMetric 9
  10. 10. Internet for Marketing Your Business 97% of US Consumers used online media in 2010 to research a product or service in their local area*  On average consumers looked at 7.9 different sources for product information. 65% of US Consumers cite using the web before making any important buying decisions* ◦ Increase of over 50% from 2009 survey February 2012 Google received 11.7 billion search requests – 66% of all searches *Source BIA / Kingsley ** Source: ComScore 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 10
  11. 11. Small Business Marketing FrustrationsMost Small Business have these common problems: Website is not getting enough traffic Visitors are not converting into Customers Prospects think you don’t understand their needs Normal marketing efforts are not producing leads 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 11
  12. 12. Internet Marketing Includes: Creating interesting, useful or educational content Sharing content to drive traffic to the website Engaging the visitor repeatedly Make it easy to convert prospects to customers Staying in touch with the customer • Content is Links • Creating improved search Shared • As content is engine ranking as through shared, links well as social Networks are built to buzz and referral the website traffic Share SEO 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 12
  13. 13. How to make it all work? Analytics Sales Stories Landing Pages 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 13
  14. 14. A Good Marketing Plan Connects the Pieces E-Mail Sales Newsletters Stories Social Media Website Blogging Landing Pages SEO Analytics Lead Capture 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 14
  15. 15. Internet Marketing Concept The Website Contains the Message Drive the Message to the Market with “Bridging” Strategies ◦ Search ◦ E-mail ◦ Social media ◦ Ads ◦ Blogs ◦ Traditional Marketing At the Website, Generate the Lead with Call-To- Actions 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 15
  16. 16. Step 1: Develop Your Website for SearchIt’s how consumers find local businesses from which to purchase products or services 2009 list of top sources for local information: ◦ 82% use search engines (such as Google, Yahoo, or MSN). ◦ 57% use Yellow Pages directories. ◦ 53% use local newspapers. ◦ 49% use Internet Yellow Pages (such as yellowpages.com or superpages.com) ◦ 49% use TV. About the survey: WebVisible, Inc. in partnership with Nielsen ◦ 38% use direct mail. Online, asked 2,159 US internet users, including 261 ◦ 32% White Pages directories small business owners, how they were influenced by local business advertising. 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 16
  17. 17. Google: the 800 lb gorilla8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 17
  18. 18. Google’s Growth8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 18
  19. 19. Increased Search Popularity Copyright Calibrate Marketing & Mentoring 2011 19
  20. 20. Almost 70% of searchers don’t go beyond Page 1 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 20
  21. 21. Click-Thru Rates8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 21
  22. 22. What is Search? Three Types ◦ Paid ◦ Local ◦ Organic 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 22
  23. 23. Step One: Determine Keywords Build a Keyword Strategy ◦ Create a list of 3 to 5 keywords relevant to your business, product or service ◦ Select keywords based on relevance and competitiveness Use Google’s Keyword Tool to find approx. # of searches and competitiveness Use “Insights from Google” to see past trends for specific keywords. Develop each webpage around keywords 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 23
  24. 24. Step Two: Optimize your Website Search Engines have to be able to read your website but Visitors have to be able to understand it as well Two types of Search Engine Optimization ◦ Organic SEO  On-Page SEO – One time typically  Off-Page SEO – Continuous ◦ Local SEO – Still evolving Are your keywords “Local-Intent” 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 24
  25. 25. On-Page SEOHow well can search engine’s understand your website◦ Only worth about 25% of all ranking variables◦ Most important, especially for low-competition keywords◦ Each page should have one main topic  Sub-topics that support the main topic are OK  Main Topic should have “keyword–intent”◦ Each page should have a unique title 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 25
  26. 26. Title Headline (H1)8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 26
  27. 27. Each Page Has One TopicWhich Page is more targeted to Radon Testing, MA? 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 27
  28. 28. 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 28
  29. 29. Off-Page SEO If all On-Page SEO is equal, than Off-Page becomes important Off-Page = Links from other websites to your website “Expert” status Link phrase has a lot of importance Look for citations as well 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 29
  30. 30. Be the source for other domains 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 30
  31. 31. Local SEO Starts with a listing in Google Local (now Google Plus business) Google has compiled a list of local businesses from yellow pages and other directories Claim your business! Make sure your categories are correct Consistency is all your listings 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 31
  32. 32. 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 32
  33. 33. 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 33
  34. 34. If Cannot Organically or Locally Optimize, Then Use Paid Search Google Adwords Pay per Click Position is a competition between $$$ and Relevance Hyper-local and targeted Tips: ◦ Specific Landing Pages ◦ Long Keyword Phrases ◦ Careful of ”Broad” keywords 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 34
  35. 35. Use the “goldilocks principle” to pick keywordsDon’t make keywords too hot or too cold. Make them just right Vacation Florida vacation rental 3 br vacation rental grayton beach Tax Tax preparation nashville Tax preparation service nolensville rd Store Dvd storage Faux leather storage for dvd box sets Bags Handmade leather bags Handmade black croc leather handbags accounting Cheap accounting software Accounting software for pet-sitting business Too General Just Right Too Specific 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 35
  36. 36. Structure Your Account AdWords Account “Furniture” Campaign “Leather Sectionals” “Leather Loveseats” “Leather Chairs” Ad Ad Group Ad Group GroupLeather Sectionals Leather Loveseats Leather ChairsLeather Sectionals Made in USA Free Delivery When You Buy before Handcrafted Leather ChairsFrom $1,999 with 5 year warranty Christmas. Order Yours Today! Make a Statement. View Catalog!Plantationdesign.com/sectionals Plantationdesign.com/loveseat Plantationdesign.com/chairsBuy leather sectional suite Buy leather love seats Buy handmade leather chairBuy leather sectional suites Buy leather loveseats Buy handmade leather chairsLeather sectional suites Buy leather love seat Handmade leather chairsLeather sectional suite Buy leather loveseat Handmade leather chairbuy leather sectional Leather loveseats Buy Leather chairBuy leather sectionals Leather love seats Buy Leather chairsLeather sectional leather loveseat leather chairLeather sectionals leather love seat leather chairs 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 36
  37. 37. Step Three: Add Content • Knew everything you did Make Sales Easy about your products and services ◦ In-Depth, Targeted Product • Understood the differences between you and your Information competition • Recognized why you did it ◦ Unique Value Proposition your way • Saw the value in your prices ◦ Case Studies & Examples • Had spoken to past clients • Had been referred to you ◦ Testimonials by a trusted friend • Found you easy to do ◦ Frequently Asked Questions business with • Had expectations that ◦ Set Expectations of the Deliverables could be easily met • Trusted you in the first ◦ Consider what an “ideal prospect” meeting should do next • Only called you when they had an actual need and budget 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 37
  38. 38. Adding Content Use links from existing pages to new content ◦ Link should be keyword phrase Include Call-To-Action Make sure Title, Headings, Image Tags are unique and keyword focused A good graphic designer can create “rules” for typography – use style sheets for consistency 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 38
  39. 39. A special word about “Blogs” Blogs were introduced so non-techie’s could add web information easily CMS systems, like WordPress and Joomla allow these updates to websites Blogs have evolved to be similar to editorials: ◦ First person ◦ Opinions ◦ Allow feedback ◦ Timely ◦ No-menu, organized by recent published and categories 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 39
  40. 40. Step Four: Promote Use e-Mail, Social Media, and Press Releases to reach prospects where they are Create a “bridge” from where they are to your website Target the message to the audience Informative, Relative and Timely 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 40
  41. 41. Promote with e-Mail Mind the CAN-SPAM laws ◦ How does the receiver of the e-mail know you? ◦ Can they Opt-out of your mailing? Use abstracts and summaries, with links to full content on website ◦ Track links and include code for seeing in Analytics ◦ “Bucket” people who click links to target specific interests 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 41
  42. 42. Promote with Social Media No one buys from social media It’s a branding mechanism Simplifies the sales process Include images in posts, link-back to website for details. Consider similar to a mailing list ◦ Social Media ads to build contact list, not get customers ◦ Each platform has their own rules for building lists Media is owned by them ◦ Cannot buy Page URL’s, ◦ They can “kick you out” so get direct contact information if possible 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 42
  43. 43. Social Media Timeline / Status / Wall LinkedIn is Similar to Twitter and Facebook Can contain a URL Link • Pushes out to your Network • A History shows in your Activities on your Profile Copyright Calibrate Marketing & Mentoring 2011 43
  44. 44. A special word about Google+ Google + uses “+1” for liking. “+1” results will show in Google search results We buy from people we know ◦ A “+1” is like a recommendation from a friend ◦ I can see how a business communicates with their customers before buying “+1” comments are also in search results Add “+1” to every webpage, link website to +1 local page. 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 44
  45. 45. Step Five: Measure and Test Again Make sure Google Analytics is installed on website ◦ Create Goals for Easy Business Evaluations ◦ Track where visitors come from  What channels send visitors  What do visitors do? ◦ What Content is Most Interesting? Use Channels that offer tracking ◦ E-mail opens, clicks and forwards ◦ Social media comments and likes or +1’s A / B Test to see what does better 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 45
  46. 46. Business Questions Analytics can Answer Where do my leads come from What keywords do visitors use to find me What territory / region send me the most prospects Which areas sends me the best prospects What channel generates the most conversions Where do we lose the most prospects in our marketing What are my prospects most interested in What content is of interest to my best prospects What marketing activities have the best ROIWhat are you business questions that you want answered? 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 46
  47. 47. 2012Traffic Sources to BCC website Traffic Sources Direct Search Referral Other 0 72 0 10 0 0 0 60 58 0 61 66 76 31 0 0 0 14 42 85 65 61 91 0 71 64 398 314 0 370 389 33 0 298 366 323 26 329 296 271 318 320 262 232 219 184 203 158 148 137 139 146 115 111 118 127 117 77 80 75 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 47
  48. 48. "ben eison" Searches by Keyword Phrase susan merlo brookfield ct simon candlewood in brookfield kevin archer brookfield ct structure engineer bni business bobcats susan merlo robert davis total digial solutions llc best of brookfield brookfield ct 2012 brookfield ct concerts"candlewood inn" brookfield ct "march 10, 2012" peter brady brookfield ct kevin archer brookfield ct Brookfield, CT businesses brookfield gala pictures best of brookfield ct 2011 Brookfield gala 2012 Brookfield connecticut businesses 0 50 100 150 200 250 300 350 400 450 500 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 48
  49. 49. Referrals tinyurl.com/WebMonitization switchboard.com search.mywebsearch.com officialusa.commynews.hcfg.homestead.wellsfargo.com mail.yahoo.com Feb-11 m.facebook.com Mar-11 hometownphonebooks.com Apr-11 google.com May-11 goodsearch.com Jun-11 facebook.com Jul-11 expo.biztimes.com Aug-11 events.r20.constantcontact.com Sep-11 en.wikipedia.org Oct-11 cvent.com Nov-11 constantcontact.com Dec-11 charter.net Jan-12 cbia.com Feb-12 brookfieldct.gov brookfield.patch.com Mar-12 AOL mail Apr-12 americantowns.com amemory4you.com alewebsocial.com alanticintelligence.net 0 20 40 60 80 100 120 140 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 49
  50. 50. Impressions ymca brookfield ct whisconier middle school tbta brookfield newtownsavingsbank newtown savings bank newtown savings newtown saving banknew fairfield ct chamber of commerce martin landgrebe kix 105.5 danbury kicks 105.5 greenknoll ymca brookfield ct greenknoll ymca grays bridge farm & earth productsfairfield county chamber of commerce down the hatch brookfield ct ct chamber chambers Apr-12 chamber of commerce chamber casablanca brookfield ct business map brookfield,ct brookfield, ct brookfield logo brookfield library ct brookfield ct ymca brookfield ct brookfield chamber of commerce ct brookfield chamber of commerce brookfield chamber brookfield berkshire corp 105.5 danbury 0 10 20 30 40 50 60 70 80 90 100 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 50
  51. 51. Q &A Are There AnyQuestions?For a copy of this presentation, please e-mail info@CalibrateYourMarketing.com 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 51
  52. 52. Who Is Calibrate Marketing & MentoringOur Mission: Help small businesses establish and self- manage their Internet marketing programsServices: Six Course Mentoring Workshops Start-up and Small Business Website Development Website Conversions to CMS Systems Monthly Marketing Services ◦ Content Posting to websites, blogs, social media, video & PR sites ◦ E-mail Marketing ◦ Marketing Strategy Development 8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 52
  53. 53. Jon DupreeJon.dupree@calibratemarketing.com 203-297-70438/8/2012 Copyright Calibrate Marketing & Mentoring 2011 53

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