This document discusses strategies for creating awareness online using modern media. It recommends identifying content that interests target audiences, optimizing websites for natural search engine rankings using relevant keywords, and regularly sending useful content to those who found a company online in order to stay connected with them over time. Publicizing content through social media is also suggested.

1. Creating Awareness
Using Modern Media
Raj Khera
CEO, MailerMailer
MailerMailer.com Copyright 2012 MailerMailer LLC. All Rights Reserved. 1

2. Outline
Getting Found Online
Building Trust
Staying Connected >>> Engagement
(i.e., Why We Built Presstacular)
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3. Getting Found Online
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4. Getting Found Online
Paid
Search
Natural Results
Search “PPC”
Results
“Organic”
blog.mailermailer.com 4

5. Paid Search – AdWords (PPC)
Enter a
keyword here
Google gives
you many more
options here Plus estimated
monthly search
volume
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6. Natural Search
5-6 times more clicks than paid listings
Results in 3-6 months
Cheaper long-term strategy if you can wait
for results
Do-it-yourself option really works and it’s not
that hard. Really.
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7. Natural Search – Copywriting
Copywriting for your web site
Keyword proximity and density
“Washington DC real estate” is better than “real
estate in the Washington, D.C. area”
Descriptive text:
• GOOD: “Our accounting and bookkeeping services”
• BAD: “Our services”
250+ words per page; embed keywords in text
Use singular and plural tenses
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8. Natural Search – Copywriting cont’d
Copywriting for your web site
Use keyword as filename, dashes as spaces
• dc-real-estate.html, hollywood-sign.jpg
Target 2-3 keywords per page; use 3-4x
Target different keywords on each page
• Highly competitive term: “accounting services”
• Better bet: “bookkeeping for government contractors in
Maryland”
Use Google Keyword Tool to see number of
monthly searches
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9. Natural Search – Copywriting cont’d
Copywriting for your web site
Hyperlink keywords to other pages on your site
• BAD: Click here
• GOOD: See more sample marketing plan
Home page links: every page should be accessible
within 2-3 clicks
No more than 100 links per page
• Google might think you are a “link farm”
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10. Natural ranking – HTML Tags
<Title> tag and filename
50-75 characters max
Title text shown in the blue bar in your browser
Use keyword phrase
Title and filename used in determining relevancy
• <title>Sample Marketing Plan and Free Marketing
Plans</title>
• Notice use of singular and plural keyword “marketing
plan/s”
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11. Natural ranking – HTML Tags
<H1> tag
Header tag used to identify page topic
Use keyword phrase
• <h1>Sample Marketing Plan for Travel Agency</h1>
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12. Natural ranking – HTML Tags
<META DESCRIPTION> tag
Description tag used on search result page
If no META DESCRIPTION tag present, Google
uses opening text on page in search result
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13. Natural ranking – HTML Tags
<IMG SRC ALT> tag
Description tag used for images
Ex: <img src=http://www.mysite.com/mylogo.jpg
ALT=“MailerMailer logo”
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14. Natural search – Link Strategy
Increase number of “keyword links” pointing to your
site
Easy way: write unique articles for others to post
(don’t use identical content on your site since Google
won’t know “authority” site) and include your byline
Copyright 2012 by http://www.morebusiness.com where you
can find this free sample business plan and 100 more
Links from .gov, .mil, and .edu sites are valued more
since they are hard to get
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15. Building Trust
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16. Who do you find interesting?
At work or on Facebook or Twitter:
Those who talk about themselves – “me”
Those who share information – “you”
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17. Who do you trust?
When you don’t know a person or an
company, what makes you trust them?
Those who talk about what they offer and
how good they are – “me”
Those who listen, educate and comfort you
without pressure – “you”
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18. Me vs. You Marketing
Me You
What we do What you do
Our projects Your goals
How good we are What problems need solving?
Preferred words: Preferred words:
“Our Services” “How to…”
“Our Clients” “eBook on…”
“Our Staff” “Free Report on…”
“We can help you” “We can help you”
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19. Which one would
you trust?
Buy from?
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20. What is your online focus?
Our services
Our capabilities
Our clients
Our projects
Our staff
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21. Instead, Add Something They Want
Resources for Small Businesses
5 handy Windows productivity tricks that
you didn’t know
10-point customer retention checklist to
review every quarter
How to write the best job descriptions that
attract the best candidates
Video: 4 ways to inspire your staff
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22. Something for Each Audience Segment
The Money Person
4 inexpensive ways to upgrade your staff’s
technical skills
Maximizing ROI for your technology investment
The Manager
The 10 Best Interview Questions to Ask
Podcast: Come work for us - Company Perks
The Marketing Person
Does social media make sense for your company
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23. Something for Each Audience Segment
The Money Person
4 inexpensive ways to upgrade your staff’s
technical skills
Maximizing ROI for your technology investment
The Manager
The 10 Best Interview Questions to Ask
Podcast: Come work for us - Company Perks
The Marketing Person
Does social media make sense for your company
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24. Mix in Getting the Word Out
Keyword search: best interview questions:
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25. Staying in Touch
(Why We Built Presstacular)
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26. So They Found You, Now What?
Get their
contact
info
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27. Send Useful Content Regularly
What to send
Ideas, Tips, News, eBook
Special Deals, Coupons
Licensed or purchased
relevant content
Or hire company to do this
Reinforces the “touch”
7 touches till client buys
Portrays you as an expert
Keeps you in their minds
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28. Publicize Using Social Media
Post content to
blogs, Twitter, Facebook, LinkedIn, PRWeb
Watch what you post
Report findings on… Office move
eBook explaining… New hire
Just won a huge Won a ho-hum contract
contract and adding #
jobs…
blog.mailermailer.com Copyright 2010 MailerMailer LLC. All Rights Reserved. 28

29. Summary
Identify material that others find interesting
Choose keywords carefully for search engines
Stay in touch with those who found you (if you
haven’t sent a message in 3 months, they’ve
forgotten you)
Publicize using social media
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