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10 must do online marketing strategies for small business

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Brian Neufeld from INC Marketing delivers the “10 must-do online marketing strategies for small business.” Learn where to focus your marketing effort with ten practical “must-do” marketing initiatives to help grow your small business.

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10 must do online marketing strategies for small business

  1. 1. 10 Must-do Online Marketing Strategies for Small Business Brian Neufeld, Managing Partner
  2. 2. About © 2016 INC Marketing Inc. All Rights Reserved Brian Neufeld ● Online marketing since 1998 ● Focus on inbound marketing ● 15 years experience with Marketing Automation ● VP of Marketing for B2B industrial companies INC Marketing ● Marketing frameworks and processes ● Train and mentor marketing professionals ● Fractional CMO services
  3. 3. © 2016 INC Marketing Inc. All Rights Reserved Part 1: The presentation Part 2: The cheat sheet https://inc.marketing/tec
  4. 4. 1. Claim your local business listing © 2016 INC Marketing Inc. All Rights Reserved
  5. 5. 1. Claim your local business listing © 2016 INC Marketing Inc. All Rights Reserved ● Show up in Google & Bing search engines ● Appear on maps and GPS systems that use Google & Bing Maps ● Stand out and build credibility ● Take control of your business listing ● Be found on different types of devices 1 hour
  6. 6. 2. Register with webmaster accounts © 2016 INC Marketing Inc. All Rights Reserved
  7. 7. 2. Register with webmaster accounts © 2016 INC Marketing Inc. All Rights Reserved ● Get your content on search engines quicker ● View website errors impacting your search engine indexing ● View query data not available through Google Analytics ● Control indexing parameters 30 minutes May need minor technical help
  8. 8. 3. Set-up Google Analytics © 2016 INC Marketing Inc. All Rights Reserved
  9. 9. 3. Set-up Google Analytics © 2016 INC Marketing Inc. All Rights Reserved ● Know what type of people are visiting your website ● Know how people are finding your website ● Know what people are looking at on your website ● Understand how people interact with your website 45 minutes May require minor technical help
  10. 10. 4. Focus Keyword Selection © 2016 INC Marketing Inc. All Rights Reserved ● A keyword, or phrase, that defines the content found within a specific web page. ● Focus keywords help guide search engines. ● One way to help drive website traffic. ● Select up to 10 keywords for each product or service. Tip: Consider a long-tail strategy 1-2 hours per product
  11. 11. 5. Build Cornerstone Content © 2016 INC Marketing Inc. All Rights Reserved ● Cornerstone content is content on your website that explains clearly a key concept, product, service. ● Each focus keyword needs to have a dedicated cornerstone content page.
  12. 12. 5. Build Cornerstone Content © 2016 INC Marketing Inc. All Rights Reserved ● Cornerstone content checklist: ○ The focus keyword (or phrase) is defined prior to writing content. ○ The content has a title that includes the focus keyword. ○ The content has a descriptive subheading. ○ The first paragraph of content includes the focus keyword. ○ The content contains a minimum of 300 characters. ○ No more and no less than one call-to-action is included. ○ A relevant and interesting image or diagram has been included. ○ Spelling and grammar have been triple checked. ○ Active voice is used (passive voice is not used) 1-2 hours per keyword (outsource for $15 per page)
  13. 13. 6. Get Customer Reviews © 2016 INC Marketing Inc. All Rights Reserved
  14. 14. 6. Get Customer Reviews © 2016 INC Marketing Inc. All Rights Reserved Establish 3rd Party Review Listings ● More credible than testimonials on your own website. ● Choosing review websites: ○ Select sites that control their content and don’t allow fake reviews. ○ Avoid sites that charge you to rank on their website. ● Depending on your industry, there are several websites to choose from...
  15. 15. 6. Get Customer Reviews © 2016 INC Marketing Inc. All Rights Reserved Aabaco Small Business The Better Business Bureau Cloudswave Facebook G2 Crowd GetApp Glassdoor HomeAdvisor IT Central Station Kudzu Manta Serchen SoftwareInsider TopAlternatives TripAdvisor Trustpilot TrustRadius Yelp Default: Google My Business 30 minutes per site
  16. 16. 6. Get Customer Reviews © 2016 INC Marketing Inc. All Rights Reserved Ask for and get reviews... easy as one, two, & three… 1. Within one week of sale completion send first formal email request. 2. No review? One week later, send short, personalized plea for help. 3. Still no review? One week later, send final email “begging” for help and saying you won’t ask again. On-going (offer $25 Amazon gift cards and speed things up)
  17. 17. 7. Secure your website © 2016 INC Marketing Inc. All Rights Reserved
  18. 18. 7. Secure your website © 2016 INC Marketing Inc. All Rights Reserved ● A secure website encrypts the link between your web server and the person browsing your website. ● From a MARKETING perspective, a secure website will help rank you higher in search engines. ● Boost consumer confidence ● Reduce shopping cart abandonment ● Increase conversion rates 1 hour for initial setup $100 - $500 per year Requires technical help.
  19. 19. 8. Maintain a contact database © 2016 INC Marketing Inc. All Rights Reserved ● Contacts are the lifeblood of marketing ● It is significantly cheaper to market to existing contacts than to new contacts ● Businesses should monitor the growth of their contact database ● Keep it clean and maintained ● Segmentation is very important On-going
  20. 20. 8. Maintain a contact database © 2016 INC Marketing Inc. All Rights Reserved Data to track ● Complete contact information ● Source of contact ● Date of acquisition ● Relevant segmentation tags (ie. industry, product interest, etc.)
  21. 21. 9. Make your website responsive © 2016 INC Marketing Inc. All Rights Reserved
  22. 22. 9. Make your website responsive © 2016 INC Marketing Inc. All Rights Reserved ● In 2015, mobile searches exceeded desktop searches ● Search engines rank responsive sites higher than non-responsive sites ● Responsive sites create a better user experience ● Results in a better bathroom experience ● Future proof your website by making it responsive
  23. 23. 9. Make your website responsive © 2016 INC Marketing Inc. All Rights Reserved ● WordPress, Joomla & Drupal sites: Apply a responsive theme ● Others: Convert to a WordPress site ● Need to keep your existing site? Hire a web developer $50 - $500+ May require technical help.
  24. 24. 10. Ask for opt-ins © 2016 INC Marketing Inc. All Rights Reserved ● Marketing is about communication. ● To comply with Canada’s Anti-Spam Legislation (CASL), you must get permission. ● Even if you don’t market electronically today, start asking for permission.
  25. 25. 10. Ask for opt-ins © 2016 INC Marketing Inc. All Rights Reserved 30 minutes May require minor technical help
  26. 26. © 2016 INC Marketing Inc. All Rights Reserved Access the presentation and cheat sheets https://inc.marketing/tec Connect with me... /incmktg briantneufeld https://plus.google.com/+IncMarketing https://ca.linkedin.com/in/bneufeld

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