Presentation to the Mendham Business Association on Digital Marketing Products. Presented by Doug Doremus, Internet Marketing Manager - Recorder Community Newspapers.

1. Online Marketing Products for
Small Businesses
New Jersey Hills Media Group
Recorder Community Newspapers
Doug Doremus
Internet Marketing Manager
908-510-5008
ddoremus@newjerseyhills.com

2. The Power of Local
• Local generally means media or advertising focused
on a specific location or area – versus regional or
nationwide
• Hyper-Local – content is characterized by three
major elements:
– refers to entities and events that are located within a well
defined, community scale area
– it is intended primarily for consumption by residents of that
area
– it is written by an individual resident in that area

3. The Power of Local
 3 billion searches on Google per day
 1 in 5 searches has a local intent
 1 in 3 mobile searches have local intent
 70% of consumers research a product/service online
before making a purchase
 69% of consumers are more likely to use local
business that has a social media presence

4. Small Businesses Need to be Online

5. Google Places
• Claiming your Google Places page is free.
• Local-business listing verification helps you rank
higher in Google Maps and on Google results pages
• Google Places pages can include photos, videos,
ratings, reviews, product/service information, and
more.
• Content-rich Google Places pages increase relevance
for consumers, and, in turn, may increase leads to
the advertiser

6. Google Places

7. Website Coverage

8. Online Display Advertising

9. Internet Directories
 Yelp
 Patch
 YP.com
 Merchant Circle
 Marketplace (Recorder Community Newspapers)

10. Local Internet Directories Content
• Business Profile
• Photos
• Blogs
• Videos
• Reviews
• Coupons
• Map
• Integration of social media

11. Marketplace

12. Marketplace Profile - LearningRx

13. Marketplace Profile – LearningRx

14. Marketplace Profile - LearningRx

15. Advantages of Marketplace
 Targeted just to the local market
 Listings can be found on Google
 Drives traffic to your website
 Integrates video and social media
 Coupons
 Blogs
 Reviews

16. Marketplace Package
Platinum Level
Name, Address, Phone Number
Expanded write up of business (1000 words)
Unlimited Photos
Videos
Coupons
Home Page Widget
Links to email and website
Business reviews
Logo
Top of search results
Banner and print advertising discounts
Facebook and Twitter integration
Zip2Save coupon
2x3 Ads in two papers
Tile banner

17. Newspaper Promotion

18. Online Reviews
• Encourage your current customers to write about your
business. Once you have obtained their reviews, submit
them to relevant websites/forums with other reviews
(being careful not to submit positive reviews only).
• Build a presence on sites like Marketplace and Yelp.
This is essential, as the reviews from listings on these
kinds of sites get pulled into Google Places pages
• Pay attention to and engage your social networkers.
• Once you have obtained reviews, do not forget
to respond to them.

19. Google Adwords

20. Google Adwords

21. E Newsletter
 Send out 1-2x per Month
 Link to Blog, Website,
Event Page
 Timely Information,
Interesting
 Pay attention to your
Subject Line
 Constantcontact.com

22. Blogs
• Post 1-2x per Month
• Link to Website, Event
Page, Facebook
• Don’t’ Sell, Engage
• Invite Guest Bloggers
• Create Interesting Titles
• Wordpress.com

23. E-blast
• Send out 1-2x per
Month
• Link to Blog, Website,
Event Page
• Timely Information,
Interesting
• Pay attention to your
Subject Line
• Constantcontact.com

24. Facebook
• A great vehicle for
conversations/ask
questions
• Be relevant/ use imagery
and videos if possible
• Post information at least 2x
a week
• Capture New Fans/Likes
• Create Landing Pages for
Events posted
• Connect to
WebsiteLInkedIn, Blog, etc.

25. Twitter
• Very current and hourly good
for supporting events and
promotions in the moment
• Research to get a feel for style,
remember who your audience is
• Don’t just promote, engage
• A search engine for immediate
current events and industry
issues
• Only 140 characters per tweet
• A support and Link to your
blog, website, event pages,
landing pages
• Post at least 2-3 times per week
or more
• How to build a community of
Twitter followers for your
company
• http://blog.hubspot.com/blog/ta
bid/6307/bid/4277/How-to-Build-
a-Community-of-Twitter-
Followers-for-Your-
Company.aspx

26. Social Network sites - LinkedIn
 Customer Engagement
Opportunity/Renewed
connections
 Great resource for finding
employees
 Effective for Personal
branding
 Profile your business and
have your team do the same
 Spend few hours month
finding old contacts, creating
ambassadors

27. Deals