Digital Marketing 101: 5 Ways to Promote Your Business Online for Free

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Digital Marketing 101: 5 Ways to Promote Your Business Online for Free
Presented on April 9th, 2014 as part of the Greater Watertown North Country Chamber of Commerce Educational Workshop Speaker Series
Presented by Jamie Lynn Waller, Director of Digital Advertising Solutions for the Syracuse Media Group. Email solutions@syracuse.com for more information.

A look at why we are here:
Background on Syracuse Media Group and our parent company, Advance Digital
Latest online trends that impact business today
5 ways to promote you business online for free:
Establish a web and mobile friendly online presence
Use Google, Yahoo!/bing, and other local listing services to be found online
Improve organic search results for your website
Embrace social media outlets like Facebook, Twitter, YouTube and LinkedIn to engage customers
Share relevant content with your customers through blogs and online communities

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Digital Marketing 101: 5 Ways to Promote Your Business Online for Free

  1. 1. Wednesday, April 9th, 2014
  2. 2. A look at why we are here: - Background on Syracuse Media Group and our parent company, Advance Digital - Latest online trends that impact business today 5 ways to promote you business online for free: 1. Establish a web and mobile friendly online presence 2. Use Google, Yahoo!/bing, and other local listing services to be found online 3. Improve organic search results for your website 4. Embrace social media outlets like Facebook, Twitter, YouTube and LinkedIn to engage customers 5. Share relevant content with your customers through blogs and online communities Open Q&A session to follow Today’s Agenda
  3. 3. Advance Digital: Our Parent Company Why we are here
  4. 4. Syracuse Media Group – Leading The Way 4 Why we are here
  5. 5. 5 30 A BOLD NEW COMPANY A new, digitally-focused news organization bringing the quality of journalism of The Post Standard and the up-to-the-minute information of syracuse.com together, ensuring Central New York has 24/7 access to what’s happening in our community and beyond. Why we are here
  6. 6. Why we are here
  7. 7. About me Director of Digital Advertising Solutions for the Syracuse Media Group, syracuse.com and The Post-Standard. Began career in digital advertising with syracuse.com in 2000, shortly after receiving Bachelors Degree in Marketing from RIT. Served as President of the Syracuse Ad Club, and currently serves as Vice President of Programs for the CNY Sales & Marketing Executives. Why we are here
  8. 8. Guess who turned 25 last month…
  9. 9. On March 12th, 1989, Tim Berners-Lee, who has since been knighted for his invention, submitted a proposal for the system at CERN, the European Organization for Nuclear Research, which his boss Mike Sendall called “vague, but exciting,” according to a blog written by Berners-Lee on Google’s homepage. To clarify, the Internet is the infrastructure that connects computers while the World Wide Web is the information management system that made it more convenient for millions of everyday users.
  10. 10. Why we are here Before the Internet, small businesses only had a few ways to market their products cheaply, through methods like printing out fliers or sponsoring little local events.
  11. 11. 13% of American Adults do not use the Internet Internet usage is much higher for: • People ages 18 to 29 (97 percent) • Folks with college degrees (also 97 percent) • Individuals living in households that earn at least $75,000 (99 percent). • More than two-thirds of adults (68 percent) access the Internet via smartphones or tablets. Why we are here
  12. 12. (source: Google Address 2013) (Source: BIA/Kelsey September 2013) Why we are here
  13. 13. comScore Explicit Core Search Share Report, October 2013 Total U.S. – Home & Work Locations Source: comScore October 2013 http://searchenginewatch.com/article/2307115/Google-Fails-to-Gain-Search-Market-Share-Bing- Steals-From-Yahoo
  14. 14. Why we are here
  15. 15. Why we are here As of January 2014: • 90% of American adults have a cell phone • 58% of American adults have a smartphone • 42% of American adults own a tablet computer • 44% of cell owners have slept with their phone next to their bed because they wanted to make sure they didn’t miss any calls, text messages, or other updates during the night. Source: http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet/
  16. 16. Why we are here
  17. 17. You just need to know where to look… There are all kinds of opportunities online to promote your business at little to no cost…
  18. 18. #1: Establish a web and mobile friendly online presence
  19. 19. Source: http://googlewebmastercentral.blogspot.com/2013/06/changes-in-rankings-of- smartphone_11.html Establish a web and mobile friendly online presence: Think mobile first.
  20. 20. Google supports three different configurations for creating smartphone-optimized websites: • Responsive design: serves the same HTML for one URL and uses CSS media queries to determine how the content is rendered on the client side. This removes the possible glitches of user- agent detection and frees users from redirects. This is Google's recommended configuration. • Dynamic serving (“adaptive design”): serves different HTML for one URL depending on the user-agent. (device controlled) • Separate mobile site (“mobile friendly” or “mobile optimized”): redirects users to a different URL depending on the user-agent. Source: https://developers.google.com/webmasters/smartphone-sites/ Establish a web and mobile friendly online presence: Different types of Mobile Sites
  21. 21. Establish a web and mobile friendly online presence: Different types of Mobile Sites Separate mobile site (“mobile friendly” or “mobile optimized”)
  22. 22. Establish a web and mobile friendly online presence: Different types of Mobile Sites Adaptive Design (“dynamic serving”)
  23. 23. Establish a web and mobile friendly online presence: Different types of Mobile Sites Responsive Design (Google recommended)
  24. 24. A few things to consider when selecting a domain: • Is it brand building? Easy to read? Memorable. • Some business names don’t fair well as URLS or are not available • http://www.boredpanda.com/worst-domain-names/ • Consider including a business keyword • A domain should be 15 characters or less. • Don’t use hyphens – Adding hyphens to your domain can negatively affect your SEO Establish a web and mobile friendly online presence: Custom domain Why a Custom Domain Is Important to Your Business • Improves name recognition • Increases credibility and online brand • Helps you get found online more easily • Gives you a custom email address matching your domain helping to make your business appear more professional
  25. 25. Establish a web and mobile friendly online presence: Google analytics & webmaster tools
  26. 26. Resources for free to low cost websites: http://wordpress.org/ http://www.godaddy.com/ http://www.dudamobile.com/ http://www.google.com/think/multiscreen/vendors.html Establish a web and mobile friendly online presence: Additional Resources
  27. 27. #2: Use Google, Yahoo!/bing, and other local listing services to be found online “If you build it and it can be found more people will come.”
  28. 28. Source: http://www.chantillypatino.com/5-benefits-of-google-plus-for-bloggers-businesses/ Use Google, Yahoo!/bing, and other local listing services to be found online: Claiming listings & Google+ business page Claim Your Business' Listings Business directories might be displaying your business listing and reviews today without you even knowing it, and often, the information is inaccurate. Claiming and enhancing your business listings can increase your rankings on search engines - Google favors small businesses that have detailed profiles on Google Local.
  29. 29. Use Google, Yahoo!/bing, and other local listing services to be found online: Claiming listings & Google+ business page
  30. 30. Use Google, Yahoo!/bing, and other local listing services to be found online: Claiming listings & Google+ business page
  31. 31. The information search engines care most about is your NAP: Name, Address, and Phone number. Make sure you have a clearly labeled Contact Us page that includes this information. A PO Box won’t cut it – search engines want to see a real, physical location. You should also choose the phone number you list carefully; we want this information to be as consistent as possible across the web (more on that later), so make sure to use your main office number – the number you want your customers to call! If you have more than one location, it’s best to have a separate page in your Contact Us section for each location to make the information easier for search engines to find and parse. Sources: http://grasshopper.com/blog/local-business-seo-take-your-nap/ http://www.bluecorona.com/faq/what-does-nap-stand-for-and-does-it-help-local-seo http://plumberseo.net/get-on-the-google-map/googl-places-optimzation-tip-establish-your-nap Use Google, Yahoo!/bing, and other local listing services to be found online: Consistent N.A.P.
  32. 32. https://www.ubl.org https://moz.com/local/ https://www.neustarlocaleze.biz/directory/ Use Google, Yahoo!/bing, and other local listing services to be found online: Data Distribution Services
  33. 33. http://business.watertownny.com/list Use Google, Yahoo!/bing, and other local listing services to be found online: Local Resources Questions? Marketing@watertownny.com
  34. 34. http://businessfinder.syracuse.com/ Use Google, Yahoo!/bing, and other local listing services to be found online: Local Resources
  35. 35. #3: Improve organic search results for your website
  36. 36. First Half of 2013 Online Ad Revs $20 Billion: Search Biggest (43% = $8.7 billion), Mobile Fastest Growing Source: IAB, http://searchengineland.com/first-half-online-ad-revs-20-billion-search-biggest-mobile- fastest-growing-173927 Improve organic search results for your website: S.E.R.P. Search Engine Results Page Search Engine Marketing “SEM” (Paid Search or “PPC” Pay-per-click) Up to 3 paid-positions across the top and up to 8 paid-positions along the right-hand side Search Engine Optimization “SEO” (Free Search, Organic or Natural Search Results) Google Places Map and Place Pages/“Google 7 pack” Keyword Search Google recognizes where you are located by your computer’s IP address (or via GPS on your phone). Geo modifier terms can be added to return results outside of your IP/GPS location
  37. 37. Improve organic search results for your website: See what Google sees…
  38. 38. Improve organic search results for your website: See what Google sees…
  39. 39. Improve organic search results for your website: See what Google sees…
  40. 40. Improve organic search results for your website: Online Visibility Reports
  41. 41. Sample quick tip: A title tag is the main text that describes an online document and is displayed on top left of the window. It is the most important on-page SEO element. Duplicate page titles confuse users when they are all displayed in search engine results pages. Google recommends that each page of a site should have a unique Title. Improve organic search results for your website: Online Visibility Reports
  42. 42. #4: Embrace social media outlets like Facebook, Twitter, YouTube and LinkedIn to engage customers
  43. 43. So many social media outlets, so little time… How do you choose? Embrace social media outlets like Facebook, Twitter, YouTube and LinkedIn to engage customers
  44. 44. * Twitter’s active users number is off – Twitter has more than half a billion registrations, but after half that many active users. (Source: Leverage. Social media image via Shutterstock.) MORE THAN 1 BILLION UNIQUE USERS VISIT YOUTUBE EACH MONTH OVER 6 BILLION HOURS OF VIDEO ARE WATCHED EACH MONTH ON YOUTUBE—THAT'S ALMOST AN HOUR FOR EVERY PERSON ON EARTH 100 HOURS OF VIDEO ARE UPLOADED TO YOUTUBE EVERY MINUTE 80% OF YOUTUBE TRAFFICCOMES FROM OUTSIDE THE US ACCORDING TO NIELSEN, YOUTUBE REACHES MORE US ADULTS AGES 18-34 THAN ANY CABLE NETWORK MOBILE MAKES UP ALMOST 40% OF YOUTUBE'S GLOBAL WATCH TIME YOUTUBE Embrace social media outlets like Facebook, Twitter, YouTube and LinkedIn to engage customers
  45. 45. Resource: http://socialmediadata.com/five-top-social-media-management- dashboards-for-2014-reviewed/ Embrace social media outlets like Facebook, Twitter, YouTube and LinkedIn to engage customers: Social Media Dashboards “Real-time relevancy is key in social media. You can’t schedule greatness.”
  46. 46. Embrace social media outlets like Facebook, Twitter, YouTube and LinkedIn to engage customers: Reviews The Good News: Study also shows that the average consumer reads 11 reviews before making a decision. Even better news, consumers understand that not all reviews are created equal. 32% look for reviews that are “fair and reasonable.” 27% are influenced by a well-written review and 25% look for technical data. Source: http://www.marketingpilgrim.com/2013/01/consumers-dont-trust-reviews-but-theyre-swayed-by-them-anyway.html Consumers Don’t Trust Reviews But They’re Swayed by Them Anyway
  47. 47. *Be mindful of Google’s Conflict of Interest policy on reviews: https://support.google.com/plus/answer/2622994 Source: http://www.rakacreative.com/blog/post/how-to-handle-negative-reviews-online-dos-and-donts-for-businesses Embrace social media outlets like Facebook, Twitter, YouTube and LinkedIn to engage customers: Dealing with Negative Reviews • DON'T PUT YOUR HEAD IN THE SAND • DON'T GET ANGRY • DON'T ASTROTURF • DON'T USE CANNED RESPONSES • DO SAY THANK YOU • DO APOLOGIZE • DO BE REAL • DO TAKE THE CONVERSATION ELSEWHERE Dealing with Negative Reviews: Do's & Don’ts
  48. 48. #5: Share relevant content with your customers through blogs and online communities
  49. 49. Where do you start? • Start commenting on blog posts. Give your opinion on posts revolving around your industry, and have the URL to your website in the footer of your comment. • Answer questions on forums. There are thousands of forums that your potential customers read and ask questions on. Putting in the time to answer a few questions is well worth the investment. • Start your own blog. Once you’ve commented on blogs and forums, you’ll know specifically what customers want and in what areas need more information. Use this to your advantage! • Add a regularly updated blog to your website, and over time, your traffic can increase immensely. Share relevant content with your customers through blogs and online communities Be an expert – contribute to a blog in your industry How do you get people to view you as credible? Become an expert! An easy way to build your businesses brand is to contribute to a blog about your industry. Resource: http://www.gabrielweinberg.com/blog/2011/08/why-i-blog.html
  50. 50. Content Marketing Resources: http://blog.bufferapp.com/17-unique-places-to-find-great-content-to-share?utm_campaign=weekly_digest Blog Topic Generator Stumped for ideas? Give Hubspot’s Blog Topic Generator a few nouns that describe your content areas and it’ll spit out a week’s worth of post ideas. Content Marketing http://blog.bufferapp.com/29-free-marketing-tools Share relevant content with your customers through blogs and online communities Content Marketing tips: • Social networks are built on sharing value, not advertising. • The difference between helping and selling is two letters. If you teach better, you’ll sell better. • Take advantage of the video realm to engage your audience. 80% of people consume video and only 20% are making it. • We are in an age where customers can read reviews and watch videos about us to find out anything. This means we have to be much more authentic, real, and engaging. • When is an ad not an ad? When it tells a story.
  51. 51. Resource: 5 Social Bookmarking Sites and How to Use Them Effectively https://www.udemy.com/blog/social-bookmarking-sites-list/ Share relevant content with your customers through blogs and online communities : Social Bookmarking Sites
  52. 52. Wrap Up - Stay for Q & A - Find out more about PPC & get a custom SEM estimate - Folders for attendees: - Online visibility report - SEO Lunch n Learn event
  53. 53. Wednesday, April 9th, 2014

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