This document provides an overview of internet marketing basics through a presentation given to small businesses. It covers three key modules: an overview of internet marketing, basic internet marketing strategies, and an introduction to search engine optimization and marketing. The overview outlines important initial steps like defining goals and audiences, performing competitive analyses, and crafting unique value propositions. It also stresses the importance of writing effective content and including clear calls to action. The basic strategies section focuses on bringing in traffic through tactics like email marketing, blogging, video, social media, and SEO/SEM. It provides best practices for each. The final section introduces keywords, search engine optimization, and how to get started with keyword research.

1. Internet Marketing Basics

2. MASSACHUSETTS SBDC NETWORK
• SMALL BUSINESS DEVELOPMENT CENTERS
• UMASS AMHERST SBDC STATE OFFICE
• BERKSHIRE REGIONAL SBDC
• CENTRAL REGIONAL SBDC AT CLARK UNIVERSITY
• NORTHEAST REGIONAL SBDC AT SALEM STATE UNIVERSITY
• SOUTHEAST REGIONAL SBDC
• UMASS BOSTON REGIONAL OFFICE & MINORITY BUSINESS CENTER
• WESTERN REGIONAL SBDC
• SPECIALTY CENTERS
– MINORITY ASSISTANCE
– MASS EXPORT CENTER
– GOV’T PROCUREMENT (PTAC)

3. Salem State University SBDC
Counseling Outreach Sites
Salem (Regional HQ)
Amesbury
Beverly
Billerica
Gloucester
Lawrence
Peabody

4. SBDC CONTACT INFORMATION
• PHONE 978-542-6343
• FAX 978-542-6345
• EMAIL SBDC@SALEMSTATE.EDU
• WEB SITE WWW.SALEMSTATE.EDU/SBDC
– ONLINE CALENDAR OF UPCOMING WORKSHOPS
– REGISTER ONLINE FOR WORKSHOPS
– DIRECTIONS TO SBDC OFFICE & WORKSHOP
LOCATIONS

5. Internet Marketing - The Basics
March 18, 2014
Presented by
Carol Sanger
TheWebDivision.com
For SBDC

6. Introduction
3 Modules
1. Internet Marketing Basis Overview
2. Basic Internet Marketing Strategies
3. Search Engine Marketing Intro

7. Questions
To make the most of the time available,
time is available for a
few questions at the end of each module.
More Q&A time is available at the
end of this session as well.

8. Module 1:
Internet Marketing Overview
1. Planning – what is your goal
2. Define your audience – who are they
3. Competitive Analysis– what are you up against
4. USP – describe how are you different
5. Content – write it right
6. Call to Action – what do you want people to do

9. Internet Marketing Goal
To support rather than replace your overall
marketing plan with an approach that
focuses on what your prospects and
customers want.
All Marketers Need a Plan and a Goal.

10. First 6 Steps
Laying The Foundation
For Your Plan

11. Source: Xcellent Mark
Step 1:

12. Source: DocStop.com
Step 2: Define Your Target Audience

13. Step 3: Competitive Analysis
• Who are your top 3 competitors?
• Where are they positioned in search results
for your type of business and customers?
• What’s their promotion or pitch?
• What is their site content like?

14. Research and create a list that works for you.
Source: Entreprenuership in a Box

15. Step 4: Define Your USP
• Unique Selling Proposition:
– What makes you different
• What can you do better?
– Explain why it matters
• More than a slogan or tagline.
– Offer a unique, compelling offer

16. Step 5: Write Effective Content
– Clear
– Persuasive
– Benefit Rich
– Compelling Offer
Image Source: How to Make Your Own Website Now

17. 6. Include Your Call-To-Action or CTA
• A Call to Action is a way for customers to
understand what’s next .

18. Image source: Edental Image Company

19. Call-To-Action Best Practices
Placement Counts:
- In the top area of your page, also known as “above the fold”
- White space around the CTA helps it stand out.
- Using a different eye catching color or image draws attention.
- Should be large enough to capture attention.
- Ideally, it should exist on every page of your site.

20. Module 1 Questions:
About The Foundation of
Internet Marketing

21. Module 2:
BASIC
Internet Marketing Strategies
• Bring in the traffic

22. Bring In The Traffic
• Email Newsletters
• Blogs
• Video
• Other Social Media
• Search Engine Optimization &
Marketing

23. Email Marketing
• Benefits of Email Marketing:
– Top of mind awareness.
– Delivers/pushes your message to people who
asked to hear from you.
– Drives people to your site, your store, your
social media.
– Helps generate those leads.
Image Source: Demand Spring

24. Email Marketing Best Practices
• Strong subject line.
• Personalize messages.
• Relevant and interesting content.
• Quick to read.
• Not just a sales pitch.
• Regular publishing schedule.
• Links back to your site and social media.

25. A Few Great Email Solutions For
Smaller Businesses

26. Build Your List: Capture Names
• Sign up box on your Web site.
• Include link to signup form:
– Email Signature
– Social Media Sites (app available)
• Manual collection.

27. Source: Online Marketing Consultancy NYC
Social Media

28. IMAGE SOURCE:
HUBSPOT

29. Blogging Best Practices
1. Post often
2. Write Titles and sub titles that are catchy
3. Promote your post
4. Organize
5. Consistency
6. Topics that interest your viewer
7. Don’t try too hard
8. Have fun
Consistent Blogging = More Visibility
Visibility = More Credibility
More Credibility = More Chance to Attain Your Goal

30. Top Blogging Sites

31. Video Marketing
• Youtube is the #2 search engine.
• Frequently searched for “how to” videos.
• Youtube makes it easy to uploaded videos.
• You can create a Youtube channel with your
own videos as well as others.
• Useful for video blogging.
• Slideshare, Vimeo, Metacafe

32. Tracking/Measuring
How Will You Know…
How your web site is performing?
How many people are visiting?
Which pages are more popular?
Which pages aren’t working?

33. Google Analytics
• Add Google Analytics code to your site and
blog.
• It’s free (you need a free Google account).
• It offers a wealth of information about
your site traffic.
• It will help you determine what steps to
take with future content and promotions.
http://www.google.com/analytics

35. Module 2 Questions:
Basic Internet
Marketing Strategies

36. Module 3:
Search Engine Marketing Intro

37. Search Engine Optimization (SEO)
Search Engine Marketing (SEM)
• Optimization (SEO): The process of preparing a
site for top rankings in search engines. (Also
known as Natural Optimization: No Paid Ads.)
• Marketing (SEM): The process of getting a site
to the top by using online marketing
techniques.

41. Keywords/Keyword Phrases
• 2 to 7 words as a phrase
• Phrases that your customers and prospects
will use to find you and your site.

42. Example of Keyword vs. Keyword Phrase:
Books is a general keyword – achieving top rankings for this term is
difficult at best.
Cook books is a general keyword phrase – better than just “books” and
has more potential, but still highly competitive.
Italian cook books is a more specific term – by adding an additional
targeted keyword the phrase becomes a stronger keyword phrase.
Northern Italian cook books: a much more targeted and therefore more
effective keyword phrase.

43. Getting Started With SEO
1. Define with your target audience.
2. Conduct your competitor research.
3. Create your top 10 keyword phrase list for each page.
4. Write a 25 word description for each page.

44. What to Do with Keywords
Best Practices
• Place them in your content
• headlines and sub headlines
• bullet/numbered lists
• short descriptive paragraphs
• Place them in your site code*
• page titles
• meta tags
• Use them at your social media sites
• in descriptions
• summaries
• article titles

45. SEO/SEM Need to Know
• SEO takes time and patience.
• Be pro-active and use other ways to drive
traffic to you site.
• Blogging and social media are now more
important than ever before.
• Keyword rich content is still king.

46. Module 3 Questions:
SEO/SEM and Keywords

47. Check List
 Have a plan.
 Focus on your target audience.
 Create keywords based on how your
prospects search for your product service.
 Write relevant, fresh content that your
target audience wants to read.
 Craft a compelling offer.
 Include a call-to-action.
 Analyze results.

48. What You Can Do Now
1. Clarify the goals of your marketing.
2. Define your target audience.
3. Create customer personas.
4. Start a keyword phrase list.

49. General Internet Marketing Questions &
Discussion

50. Thank You For Attending!
Carol Sanger
The Web Division
978-712-0452
TheWebDivision.com
sanger@thewebdivision.com
HAVE FUN!