Feel free to stop me so I can clarify as we go. NOTE: “This is how the Berry company does business as an industry leader. We are close to being the largest provider of digital products in the US. Based on our track record, we know how to produce results!”
Now let’s take look at US media consumption patterns in 2008. On the left is the average amount of time users spend consuming all types of media. 41% of this time is spent online and 59% is spent offline. On the right, is the total estimated US advertising spend in 2008. Only 7% of this was spent on online, whereas 93% was spent offline. Consumers are spending more time online, however, there is clearly a gap between ad spend and media consumption. This can be seen as an opportunity waiting to happen.
In the last slide, we saw the opportunity for advertisers to spend their money in a channel where users are allocating more than 40% of time.Here we see that in 2007 to 2008, advertisers have recognized this opportunity and have changed where they allocate that money. The internet has had a 19% change in advertising spend. This is the most dramatic of the media represented here.Magazines had the next highest with 5% change in spend.Television had only a 4% change in spend.Radio and newspaper both had a 2% change in spend.
Do you have the ability to take on more leads.
What are you currently doing to get more leads? Maybe it’s a time issue, maybe it’s a confidence issue, maybe it’s money – whatever that is, I’m going to show you how we make people successful online and drive real sales in their offline business.
What about your competition locally? What are they doing to stand out? What are you doing to get a ‘leg-up’ on the competition?
It’s not an option anymore – you need a website… and you need a site that gets traffic and turns that traffic into business!
Can I see a show of hands on how many people use the internet “FIRST” to search for information on LOCAL companies? Market research says 63% of small business owners search online 1st!
Consumers are online and using the web to search LOCALLY! Not only that, but people are using that information to make purchases Locally in person.
Your website is an online reflection of yourself – your companies brand and image builds trust.
People search locally. They want to support their community and find products and services in their area.
WHAT WOULD YOU DO IF YOU DIDN’T HIT YOUR BUSINESS GOALS? WHAT WOULD YOU DO WITH MORE LEADS? Pay off the mortgage, vacation, time with your family Today’s seminar will guide you through a comprehensive web solution to get more leads – not just any lead, but QUALIFIED LOCAL LEADS. People searching for YOUR business, ready to buy
Notice:No Navigation - No information organization No contact information: phone numbers, email, etc.
Websites aren’t just for information anymore – your site should be a lead generation tool. Ultimate goal is to ring the phone or walk through your door
Are you actively driving people to your site? You have control over people finding your website. It’s not just a guessing game anymore – there are proven techniques of being found!
Billboard in a desert – build a road with traffic building
I ask again, what are you doing to be where the customers are. We just learned that 40% of media consumption is online and 92% of people have researched companies online then made a local purchase!
Armed with your list of keywords, it's now time to use some tools to analyze your list. Google Adwords (Google's Pay Per Click Advertising Program) offers a free keyword tool to help you build your keyword list:https://adwords.google.com/select/KeywordToolExternalEnter in your keyword list with each keyword phase on a separate line. Click "Get Keyword Ideas" and Google will generate a list of suggested keywords based upon traffic over the last month and over past 12 months. Look for similar phrases and compare the traffic data. For instance, if you are a Family Law Attorney you may be quite surprised to learn that many more people (45,000 more in August of 2009) are searching for Divorce Lawyer over Divorce Attorney in Google. That's a lot of additional searches in a single month so you may want to revise your copy and keyword strategy to include this phrase. Analyzing the results from Google Adwords and other keyword tools may open your eyes to some additional keywords that you may not have thought about before. Remember, you want to focus on what your customers are searching on and not what you would search on.WordTracker also offers a free keyword tool (http://freekeywords.wordtracker.com/) but I don't find this as helpful as the Adwords tool.
When I came in town, I could have asked 10 people who the best dentist in town was. If 8 out of 10 point to the same dentist, then I assume he is the best dentist. Google does the same thing with links. The more links … the more votes of confidence!
You’re advertising on Google, Yahoo & Bing, you are listed on all the local search engines, you’re listed on YellowPages.com… and you’re getting leads from
WHAT ARE VISITORS DOING ON YOUR SITE? Measures of success: Conversions – ‘converting’ that site visitor into some kind of customerDifferent types of measurement - phone calls, emails, people landing on a certain page, time on site.
MichaelSullivanLaw.com – based in Louisville, Kentucky
Ad Ranking:2001 – Position = CPC2002 – Position = CPC x CTR2005 – Position = CPC x CTR x Quality Score
H -howI - idiotsT -trackS –successSeptember shows.. Good month or bad month? (they answer good)Then show phone calls = bad month.
13 hours of video uploaded to YouTube every minute
Web 1.0 retronym
Websites not often updated – just static information Not geo-targeted
The web is a place to engage in transparent conversation with customers The web is a place to learn about your customers – through search trends and analytics The web is a place where content is king and people trust each others opinion
Pre-Digital & Web 1.0 – Brands push out products, customers take what is given, HTML website, etc. 2.0 – customers dictate products, drive trends with search, connect with companies, use feedback,
Social media is like word of mouth on steroids
• Google Alerts• TweetDeck• SocialMentions• RSS
Facebook fan page Coordinate Events Build a Loyal Fan/Customer Base Builds Word of Mouth / Top of Mind marketing
1. Switch Wine Bar uses Twitter (and Facebook) to tell followers about new drinks as they’re being made. 2. Similarly, a bakery in London called Albion’s Oven, uses a tool called BakerTweet to automatically send out tweets whenever a new batch of goodies comes out of the oven.Albion’s Oven has more than 1,600 followers at the moment.
1. Even before it opened, the Boston-area restaurant Tupelo was on Twitter, posting messages about what it’s like to open a restaurant — the inspections, menu choices, and more.2. Curtis Kimball, owner of a crème brûlée cart in San Francisco, uses Twitter to alert followers where his cart will be and sometimes includes special flavors he’ll be offering. He’s gained thousands of followers this year.
Digital seminar anchorage modified
Online Marketing for Small Businesses<br />How to get local leads from the Internet<br />
Agenda<br />Market Statistics <br />Web Site<br /><ul><li>Driving traffic to your website</li></ul>Search Engine Optimization<br /><ul><li>Keyword Research
SEO: Link Building<br />What is a link?<br />A link is a clickable word, phrase or graphic on a web page that takes the user to another web page.<br />What is anchor text?<br />The anchor text of a link is simply the text that you see on the web page. The anchor text looks like this: anchor text. Anchor text should include keyword phrases of the topic of the linked page.<br />The best place to get links for local businesses include the following:<br /><ul><li>Local Directories (YellowPages.com, Yelp)
Associations & Organizations (Chamber of Commerce)
Search Engine Marketing<br /><ul><li>Search engine marketing allows you to target the audience that matters to you, whether that's prospects and customers across the country or right in your neighborhood.
Search engine marketing shows your ads at the precise moment customers are searching on the search engines for your products or services.
18.104.22.168<br />Search Engine Marketing – Geo targeting<br /><ul><li>Every computer is assigned an Internet Protocol (IP) address, which can often be used to identify the geographic location of a computer.
Search Engine Marketing<br />Quality Score is a dynamic variable assigned to each of your keywords. It's calculated using a variety of factors and measures how relevant your keyword is to your ad text and to a user's search query.<br /><ul><li>Matched keyword’s clickthrough rate (CTR) on Google
Relevance of the keyword and ad to the search query
Online Video<br />“…without Video your website will not rank in the future! If you don’t have engagement objects on your website, you are just not going to rank. It will make you last among equals if you don’t have it.”<br />
The Social Media - Buzzzzzz<br />79 | Presentation Title | Date<br />
80 | Presentation Title | Date<br />Social Media and Your Business<br />
Officially, <br />social media is “an umbrella term that defines the various activities<br />that integrate technology, social interaction, and the construction of words, pictures, videos and audio”<br />
“<br />social marketing is about engaging in transparent conversation, creating relationships and leveraging those relationships to ultimately produce revenue ”<br />
3 Steps for effective Social Media presence<br />1. LISTEN <br />2. ENGAGE <br />3. MEASURE <br />