Agenda   Marketing Today   What does Online Marketing Include   Where to Begin   Websites   Search Engine Optimizatio...
Our Company 18 Years of Online Business Success Strong Community Focus Dedicated To Growing Locally Online Marketing S...
The Problem                                       Yet Businesses                                       Continue to Spend ...
Technology Shift  If you don’t alter the way you do business, you risk not being aroundlong enough to have to worry about it
Broadband Market                                “Broadband penetration in Government has funded         the U.S. is conti...
Mobile Broadband 85% of mobile devices were data   enabled in 2012 Mobile search grew 400% in 2012 Over 1/3 of all mobi...
It’s All Just Games Right?2 Years ago Instagram and Pinterest did noteven make the list         Information Provided by th...
Search Marketing Stats 68 percent of all search done  on Google 93 percent of online  experiences begin with search  eng...
What Does Online          Marketing Include Domain Name                   Social Media Web Hosting                   V...
Domain Name It all starts with your name Look at it like real estate selection Bad neighborhoods: .info, .biz, .mobi G...
Domain Name This is your BRAND    Newspaper ads Business cards        Billboards Brochures             Anywhere you ...
Email Branding E-mail address  (Brand your messages)   Don’t hide behind your     provider with @yahoo.com,     @gmail.c...
Your Website This is your Storefront Don’t let this be an afterthought It is NOT a one time thing Determine what you w...
Shouldn’t It Be Easier?   Legacy and PC focused web development firms focused on    overly complicated solutions   Custo...
Content Management System Frontpage, Dreamweaver, HTML,  these are either old or not  needed for the business owner Joom...
Web Development Trends
Wordpress – Isn’t it for Blogs? Wordpress is NOT just for blogging Wordpress.com is the free  blogging platform the gene...
Wordpress Dashboard
Wordpress – Adding Pages
Wordpress – Adding Pages
Wordpress – Plugins 10,000s of thousands of  features Paid and free Evaluating functions with  various themes important...
Adding Pictures
Adding Pictures
Call To Action Make people do something Want them to call, make sure  your phone number is obvious Want them to give yo...
Free Website vs Paying Someone Free does not save money Gives bad perception of what  online marketing can do Everyone ...
Unforeseen Negatives In many cases limited to a set  list of templates Duplicate content hurts search  engine rankings ...
Unforeseen Negatives Custom features? Oh you  wanted a special feature? Unprofessional look and feel Lack of usability ...
Unforeseen Negatives Yourbusiness.FreeWebProvider.com is  bad, YourDomainName.com is good Opportunity Cost And what abo...
Local Search Directories No reason to wait for next print  Yellowpages update Google+ Local , Bing  Local, Yahoo Local, ...
Local Search Directories
Pay Per Click Advertising   Very effective way to drive very    targeted visitors to website rapidly   Long term best to...
Pay Per Click Advertising
Organic Search These are the listings that most  people click on Comes from proper optimization of  website content Not...
What Matters? Page titles Blogs Links from other websites Internal linking Content keywords
What Matters? Mobile optimization Social media interaction Site speed Proper analytics of how people search Reviews ...
Page Titles Page titles Product titles Blog titles Home page title If you go to a website and the main page is  “Home...
Blogging Google loves blogs Blogs are not “My cat did this today” Great chance to talk about your value More content i...
External Links The more links from other websites the more  search engines see your website as important When someone li...
Internal Links Usability is key, proper internal website links are  very important No page should be more than 3 clicks ...
Content Keywords What is your business about? Researching online tools for how people actually  search for you is import...
Mobile Optimization Less than 20 percent of  businesses have a mobile  optimized website Google strongly recommends  a m...
Website Analytics Monitoring visits is key Understanding how they got there and what  they did Bounce rate, Pages per v...
Website Analytics
Holistic Marketing Now that you have a proper website, proper  domain name, and online presence what do  you do? Make it...
Bad Case StudyRichards Brothers Seafood
Richards Brothers Seafood’s Site Review                             Flash is a Deterrent:                                 ...
Richards Brothers Seafood’s Site Review       Page viewers       Length deters                       Remember you want    ...
Richards Brothers Seafood’s Site Review  Navigation:   Posted atBottom of every     page                                 P...
Richards Brothers Seafood’s Site Review              Google Search              for Farmington              Mo Chocolates ...
Richards Brothers Seafood’s Site Review            Image tagging:            Random No. vs.               Naming          ...
Good Case Study
Case Study Pre-2011 less than 300 visitors  a month Site was focused on “pretty”  rather than performance Less than 10 ...
Case Study Initial work focused on Call  to Action, getting people to  get a brochure Focus was put on creating  more co...
Case Study Images optimized to drive  more visual impact Facebook, Twitter, Instagram  all focused on driving  additiona...
Results Visitors have increased from  less than 300 a month to  greater than 3000 per month More than 500 search terms  ...
Results
In Closing This is Marketing Today It Cannot be an Afterthought Holistic Marketing Plan a Must Make Sure you Attend Ap...
Online Marketing 101 by LocalTek
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Online Marketing 101 by LocalTek

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LocalTek has created this presentation to give the basics of the initial components to think of when building your small business website. A second presentation focused on Social Media will be coming up in April. This presentation focuses on what is happening in the small business marketing arena, how broadband and mobile has changed marketing and what to think of when doing local search optimization for a business.

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  • Internet marketing via local community websites target the right people for your business based on search terms and increases “Marketing Mind Share” and Heart Share”Missouri.Me targets the right people in your area using hyper-local geo websites. (Community Based Websites)LocalTek owned websites add additional targeted traffic by optimizing local search terms such as St. Louis Tax Accountant = “St.LouisTaxAccountant.com”
  • Internet marketing via local community websites target the right people for your business based on search terms and increases “Marketing Mind Share” and Heart Share”Missouri.Me targets the right people in your area using hyper-local geo websites. (Community Based Websites)LocalTek owned websites add additional targeted traffic by optimizing local search terms such as St. Louis Tax Accountant = “St.LouisTaxAccountant.com”
  • Internet marketing via local community websites target the right people for your business based on search terms and increases “Marketing Mind Share” and Heart Share”Missouri.Me targets the right people in your area using hyper-local geo websites. (Community Based Websites)LocalTek owned websites add additional targeted traffic by optimizing local search terms such as St. Louis Tax Accountant = “St.LouisTaxAccountant.com”
  • Internet marketing via local community websites target the right people for your business based on search terms and increases “Marketing Mind Share” and Heart Share”Missouri.Me targets the right people in your area using hyper-local geo websites. (Community Based Websites)LocalTek owned websites add additional targeted traffic by optimizing local search terms such as St. Louis Tax Accountant = “St.LouisTaxAccountant.com”
  • Internet marketing via local community websites target the right people for your business based on search terms and increases “Marketing Mind Share” and Heart Share”Missouri.Me targets the right people in your area using hyper-local geo websites. (Community Based Websites)LocalTek owned websites add additional targeted traffic by optimizing local search terms such as St. Louis Tax Accountant = “St.LouisTaxAccountant.com”
  • Internet marketing via local community websites target the right people for your business based on search terms and increases “Marketing Mind Share” and Heart Share”Missouri.Me targets the right people in your area using hyper-local geo websites. (Community Based Websites)LocalTek owned websites add additional targeted traffic by optimizing local search terms such as St. Louis Tax Accountant = “St.LouisTaxAccountant.com”
  • Internet marketing via local community websites target the right people for your business based on search terms and increases “Marketing Mind Share” and Heart Share”Missouri.Me targets the right people in your area using hyper-local geo websites. (Community Based Websites)LocalTek owned websites add additional targeted traffic by optimizing local search terms such as St. Louis Tax Accountant = “St.LouisTaxAccountant.com”
  • Internet marketing via local community websites target the right people for your business based on search terms and increases “Marketing Mind Share” and Heart Share”Missouri.Me targets the right people in your area using hyper-local geo websites. (Community Based Websites)LocalTek owned websites add additional targeted traffic by optimizing local search terms such as St. Louis Tax Accountant = “St.LouisTaxAccountant.com”
  • Internet marketing via local community websites target the right people for your business based on search terms and increases “Marketing Mind Share” and Heart Share”Missouri.Me targets the right people in your area using hyper-local geo websites. (Community Based Websites)LocalTek owned websites add additional targeted traffic by optimizing local search terms such as St. Louis Tax Accountant = “St.LouisTaxAccountant.com”
  • Internet marketing via local community websites target the right people for your business based on search terms and increases “Marketing Mind Share” and Heart Share”Missouri.Me targets the right people in your area using hyper-local geo websites. (Community Based Websites)LocalTek owned websites add additional targeted traffic by optimizing local search terms such as St. Louis Tax Accountant = “St.LouisTaxAccountant.com”
  • Internet marketing via local community websites target the right people for your business based on search terms and increases “Marketing Mind Share” and Heart Share”Missouri.Me targets the right people in your area using hyper-local geo websites. (Community Based Websites)LocalTek owned websites add additional targeted traffic by optimizing local search terms such as St. Louis Tax Accountant = “St.LouisTaxAccountant.com”
  • Internet marketing via local community websites target the right people for your business based on search terms and increases “Marketing Mind Share” and Heart Share”Missouri.Me targets the right people in your area using hyper-local geo websites. (Community Based Websites)LocalTek owned websites add additional targeted traffic by optimizing local search terms such as St. Louis Tax Accountant = “St.LouisTaxAccountant.com”
  • Internet marketing via local community websites target the right people for your business based on search terms and increases “Marketing Mind Share” and Heart Share”Missouri.Me targets the right people in your area using hyper-local geo websites. (Community Based Websites)LocalTek owned websites add additional targeted traffic by optimizing local search terms such as St. Louis Tax Accountant = “St.LouisTaxAccountant.com”
  • Internet marketing via local community websites target the right people for your business based on search terms and increases “Marketing Mind Share” and Heart Share”Missouri.Me targets the right people in your area using hyper-local geo websites. (Community Based Websites)LocalTek owned websites add additional targeted traffic by optimizing local search terms such as St. Louis Tax Accountant = “St.LouisTaxAccountant.com”
  • Internet marketing via local community websites target the right people for your business based on search terms and increases “Marketing Mind Share” and Heart Share”Missouri.Me targets the right people in your area using hyper-local geo websites. (Community Based Websites)LocalTek owned websites add additional targeted traffic by optimizing local search terms such as St. Louis Tax Accountant = “St.LouisTaxAccountant.com”
  • Internet marketing via local community websites target the right people for your business based on search terms and increases “Marketing Mind Share” and Heart Share”Missouri.Me targets the right people in your area using hyper-local geo websites. (Community Based Websites)LocalTek owned websites add additional targeted traffic by optimizing local search terms such as St. Louis Tax Accountant = “St.LouisTaxAccountant.com”
  • Internet marketing via local community websites target the right people for your business based on search terms and increases “Marketing Mind Share” and Heart Share”Missouri.Me targets the right people in your area using hyper-local geo websites. (Community Based Websites)LocalTek owned websites add additional targeted traffic by optimizing local search terms such as St. Louis Tax Accountant = “St.LouisTaxAccountant.com”
  • Internet marketing via local community websites target the right people for your business based on search terms and increases “Marketing Mind Share” and Heart Share”Missouri.Me targets the right people in your area using hyper-local geo websites. (Community Based Websites)LocalTek owned websites add additional targeted traffic by optimizing local search terms such as St. Louis Tax Accountant = “St.LouisTaxAccountant.com”
  • Internet marketing via local community websites target the right people for your business based on search terms and increases “Marketing Mind Share” and Heart Share”Missouri.Me targets the right people in your area using hyper-local geo websites. (Community Based Websites)LocalTek owned websites add additional targeted traffic by optimizing local search terms such as St. Louis Tax Accountant = “St.LouisTaxAccountant.com”
  • Internet marketing via local community websites target the right people for your business based on search terms and increases “Marketing Mind Share” and Heart Share”Missouri.Me targets the right people in your area using hyper-local geo websites. (Community Based Websites)LocalTek owned websites add additional targeted traffic by optimizing local search terms such as St. Louis Tax Accountant = “St.LouisTaxAccountant.com”
  • Internet marketing via local community websites target the right people for your business based on search terms and increases “Marketing Mind Share” and Heart Share”Missouri.Me targets the right people in your area using hyper-local geo websites. (Community Based Websites)LocalTek owned websites add additional targeted traffic by optimizing local search terms such as St. Louis Tax Accountant = “St.LouisTaxAccountant.com”
  • Internet marketing via local community websites target the right people for your business based on search terms and increases “Marketing Mind Share” and Heart Share”Missouri.Me targets the right people in your area using hyper-local geo websites. (Community Based Websites)LocalTek owned websites add additional targeted traffic by optimizing local search terms such as St. Louis Tax Accountant = “St.LouisTaxAccountant.com”
  • Online Marketing 101 by LocalTek

    1. 1. Agenda Marketing Today What does Online Marketing Include Where to Begin Websites Search Engine Optimization Holistic Marketing Case Studies Summary and Next Seminar Details
    2. 2. Our Company 18 Years of Online Business Success Strong Community Focus Dedicated To Growing Locally Online Marketing Success International Recognition Technical Jobs In Rural Missouri
    3. 3. The Problem Yet Businesses Continue to Spend Online Media has far their Marketing surpassed print Dollars in the same Print Yellowpages usage has Mix as Before!!! significantly declined Newspaper circulation 46 continues to drop 37 40 significantly 36 35 34 Internet Newspaper 24 24 21 20 2004 2005 2006 2007 2008
    4. 4. Technology Shift If you don’t alter the way you do business, you risk not being aroundlong enough to have to worry about it
    5. 5. Broadband Market “Broadband penetration in Government has funded the U.S. is continuing to grow and is now stands at broadband deployments in 90 percent of U.S. rural areas households that have a computer at home. With over Big River Broadband driving 80.3 million broadband broadband to previously subscribers in the underserved areas locally nation, computer ownership is at the heart of broadband divide.” Source GigaOm.com
    6. 6. Mobile Broadband 85% of mobile devices were data enabled in 2012 Mobile search grew 400% in 2012 Over 1/3 of all mobile searches have LOCAL intent Over 60% visit a store after searching on mobile This does not even count what comes from APPS!
    7. 7. It’s All Just Games Right?2 Years ago Instagram and Pinterest did noteven make the list Information Provided by the United States Post Office – Survival Guide Volume 5 / Issue 3
    8. 8. Search Marketing Stats 68 percent of all search done on Google 93 percent of online experiences begin with search engines 95 percent of mobile browser search is through Google
    9. 9. What Does Online Marketing Include Domain Name  Social Media Web Hosting  Video Website  Blogs Local Directories  Email Marketing Search Engine Optimization  Pay Per Click Content Management Systems  Mobile Devices
    10. 10. Domain Name It all starts with your name Look at it like real estate selection Bad neighborhoods: .info, .biz, .mobi Good neighborhoods: .net, .ME, .co Great neighborhood: .COM Radio friendly and memorable
    11. 11. Domain Name This is your BRAND  Newspaper ads Business cards  Billboards Brochures  Anywhere you want people to easily remember Menus how to find you! T-Shirts  But wait, there is one Radio everyone misses…
    12. 12. Email Branding E-mail address (Brand your messages)  Don’t hide behind your provider with @yahoo.com, @gmail.com, @aol.com, etc. Domain Name (Make your address memorable)
    13. 13. Your Website This is your Storefront Don’t let this be an afterthought It is NOT a one time thing Determine what you want your visitors to do when they get there If it is never found its like locking your door Easy to manage key, you do not need to be an engineer!
    14. 14. Shouldn’t It Be Easier? Legacy and PC focused web development firms focused on overly complicated solutions Customers had to know HTML, CSS, and other technical items to add a simple page to a site This allowed development companies to charge hundreds of dollars for a single page to be added to a website
    15. 15. Content Management System Frontpage, Dreamweaver, HTML, these are either old or not needed for the business owner Joomla, Drupal, Wordpress, these are the tools of today Wordpress is far and above the most widely deployed and easiest to use
    16. 16. Web Development Trends
    17. 17. Wordpress – Isn’t it for Blogs? Wordpress is NOT just for blogging Wordpress.com is the free blogging platform the general public uses, do not mistake it for a full featured business website A business website is a Wordpress install of its own, and has completely customized layouts
    18. 18. Wordpress Dashboard
    19. 19. Wordpress – Adding Pages
    20. 20. Wordpress – Adding Pages
    21. 21. Wordpress – Plugins 10,000s of thousands of features Paid and free Evaluating functions with various themes important Keeping updated important
    22. 22. Adding Pictures
    23. 23. Adding Pictures
    24. 24. Call To Action Make people do something Want them to call, make sure your phone number is obvious Want them to give you an email address or go to your contact form, TELL THEM! Make it easy to buy or do business with you
    25. 25. Free Website vs Paying Someone Free does not save money Gives bad perception of what online marketing can do Everyone has a cousins brothers dog that says that they can build websites Losing visitors to competitors, negative impact rather than no impact at all
    26. 26. Unforeseen Negatives In many cases limited to a set list of templates Duplicate content hurts search engine rankings Impossible to move to new web hosting provider Ads across your site, potentially from competitors
    27. 27. Unforeseen Negatives Custom features? Oh you wanted a special feature? Unprofessional look and feel Lack of usability due to lack of research on how people act on websites Not focused on call to action to get people to act
    28. 28. Unforeseen Negatives Yourbusiness.FreeWebProvider.com is bad, YourDomainName.com is good Opportunity Cost And what about SEO?
    29. 29. Local Search Directories No reason to wait for next print Yellowpages update Google+ Local , Bing Local, Yahoo Local, all used directly from mobile phones Important to claim listing, associate website, optimize for business terms Reviews and citations drive rankings as well
    30. 30. Local Search Directories
    31. 31. Pay Per Click Advertising  Very effective way to drive very targeted visitors to website rapidly  Long term best to focus on “organic” search listings  Clicks can range from pennies to dozens of dollars  Google Adsense, Bing, Yahoo, all solid options  Can target regionally or nationally
    32. 32. Pay Per Click Advertising
    33. 33. Organic Search These are the listings that most people click on Comes from proper optimization of website content Not a one time effort Analyzing how people search for you in tools matters, it lets you know how people look for your type of business This is marketing today, search controls where people go
    34. 34. What Matters? Page titles Blogs Links from other websites Internal linking Content keywords
    35. 35. What Matters? Mobile optimization Social media interaction Site speed Proper analytics of how people search Reviews What doesn’t matter? Meta description and keywords for rankings Have I mentioned not a one time thing?
    36. 36. Page Titles Page titles Product titles Blog titles Home page title If you go to a website and the main page is “Home” and the Menu page is “Menu” that is bad Titles should be related to business and local area
    37. 37. Blogging Google loves blogs Blogs are not “My cat did this today” Great chance to talk about your value More content in search engines means more visitors to your website Use along side social media for a multiplier effect Sites that have blogs have 434% more indexed pages (Source: SearchEngineJournal.com)
    38. 38. External Links The more links from other websites the more search engines see your website as important When someone links to you anchor text matters, anchor text is the words in the link Linking to more than just the homepage is important Links need to be natural, meaning the anchor text should not always be the same words Spam links are bad, don’t buy them! Links from relevant local resources are useful for targeted visitors
    39. 39. Internal Links Usability is key, proper internal website links are very important No page should be more than 3 clicks from home page Anchor text matters here as well Make sure if a product or service is mentioned a link to its page is included Search engines pay attention to this as well
    40. 40. Content Keywords What is your business about? Researching online tools for how people actually search for you is important Do not “stuff” keywords Spammy content is recognized by Google and will get your site de-indexed Quality information, that is not duplicate content, can be written and will show search engines what you are about and increase your relevance
    41. 41. Mobile Optimization Less than 20 percent of businesses have a mobile optimized website Google strongly recommends a mobile focus Large percentages of local search traffic are from mobile Fast loading, responsive design for tablets for smartphones
    42. 42. Website Analytics Monitoring visits is key Understanding how they got there and what they did Bounce rate, Pages per visit, keywords Actions after landing Google Analytics free but useful tool
    43. 43. Website Analytics
    44. 44. Holistic Marketing Now that you have a proper website, proper domain name, and online presence what do you do? Make it work everywhere. Billboards. Radio. Newspaper. Magazines. Menus. Brochures. Business Cards. Social media and your website name should be used everywhere possible. People are more likely to remember 2 words than an address and a phone number
    45. 45. Bad Case StudyRichards Brothers Seafood
    46. 46. Richards Brothers Seafood’s Site Review Flash is a Deterrent: Cursor Animation, Bubbles, Moving Fish Graphics
    47. 47. Richards Brothers Seafood’s Site Review Page viewers Length deters Remember you want to brand YOURSELF
    48. 48. Richards Brothers Seafood’s Site Review Navigation: Posted atBottom of every page Page Titles Domain Name
    49. 49. Richards Brothers Seafood’s Site Review Google Search for Farmington Mo Chocolates Text within the site should be in text format. Google cannot read content in Picture format.
    50. 50. Richards Brothers Seafood’s Site Review Image tagging: Random No. vs. Naming ctf02_20pc Formatting issues and missing pictures give a bad impression
    51. 51. Good Case Study
    52. 52. Case Study Pre-2011 less than 300 visitors a month Site was focused on “pretty” rather than performance Less than 10 brochures sent per month Most marketing dollars spent on billboards and legacy marketing
    53. 53. Case Study Initial work focused on Call to Action, getting people to get a brochure Focus was put on creating more content with search friendly titles Analyzing how people search for vacations and tourism in area Marketing dollars focused on online advertising
    54. 54. Case Study Images optimized to drive more visual impact Facebook, Twitter, Instagram all focused on driving additional brand awareness and targeted visitors Monthly SEO friendly content added to drive long term, targeted visitors
    55. 55. Results Visitors have increased from less than 300 a month to greater than 3000 per month More than 500 search terms drive traffic per month From less than 10 per month to 10 per day at times
    56. 56. Results
    57. 57. In Closing This is Marketing Today It Cannot be an Afterthought Holistic Marketing Plan a Must Make Sure you Attend April 4th Session on Social Media

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