Leveraging Your Online Presence for Business Growth

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Presentation to the Remodelers Council of the Home Builders Association of Greater Dallas.

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Leveraging Your Online Presence for Business Growth

  1. 1. Leveraging Your Online Presence for Business Growth<br />Beth KahlichDigital Marketing Consultant, WSI<br />
  2. 2. Introductions<br />
  3. 3. Organic Search<br />Map Listings<br />Organic SEO<br />Paid Search<br />Display Advertising<br />Social Media<br />Email Marketing<br />Definitions<br />
  4. 4.
  5. 5. Organic Search – Map Listings<br />
  6. 6. Google Places – Claim Your Listing<br />Organic Search – Map Listings<br />
  7. 7. Click here<br />
  8. 8. Click here<br />
  9. 9. Map Listings on Mobile Phones<br />
  10. 10. Organic Search - SEO<br />
  11. 11. Early in buying process – more general<br />“Plumber Frisco”<br />Closer to making decision<br />“Drain Repair Frisco”<br />Seen You Online/Heard About Your Business<br />“Fritz Plumbing Frisco”<br />How do you appear in each of these searches??<br />Ways People Search<br />
  12. 12. Search Engine Optimization<br />Focus On<br />Cities/Towns<br />Zip Codes<br />Less Competition – More Targeted!<br />One Page for Each City / Zip Code<br />Use unique text/variations to make it even better<br />Organic - SEO<br />www.pizzaman.com<br />www.pizzaman.com/frisco-texas-pizza<br />
  13. 13. Online Review Sites<br />
  14. 14. Online Review Sites<br />“gourmet cupcakesdallas”<br />
  15. 15.
  16. 16.
  17. 17. Paid Search Advertising<br />
  18. 18.
  19. 19. Also known as – Pay-Per-Click<br />Can be very confusing – newspaper analogy<br />Google LOVES it when you do it yourself because Google makes more money!<br />Does show results if done correctly<br />Paid Search Advertising<br />
  20. 20. Case Study Redwood /Cedar Lumber Company<br />Before – 1,416 Impressions and 86 Clicks – NO Results Known<br />After – 13,606 Impressions and 399 Visits Results – 49 Calls and 12 emails<br />
  21. 21. Display Advertising<br />
  22. 22. Display Advertising<br />Your potential customers are spending over 50% of their media time surfing the web!<br />
  23. 23. The Buying Funnel<br />
  24. 24. Cost<br />Value – boost to Paid Search<br />You’re willing to spend large amounts of $$ on mailers that never get seen….<br />Display Advertising<br />
  25. 25. Social Media<br />
  26. 26. You can’t avoid it - Claim Your Listings!<br />If you already spend time online – there are things you can do… if not, leave this for larger companies with bigger advertising budgets.<br />Social Media<br />
  27. 27. Email Marketing<br />
  28. 28. Current Customers, Previous Customers, Potential Customers<br />Permission-based<br />12-month Plan to “nurture your list”<br />Are you collecting email addresses??<br />Email Marketing<br />
  29. 29. The Law of Competition<br />Customer researches6 -10 companies<br />They call 3-4 of them for quotes<br />They choose 1 to hire<br />There is no second place<br />
  30. 30. Questions?<br />

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