Promote Your Business Online

Promote Your
Business Online
Internet Marketing
Strategies and Tactics
Small Business Seminar, MacForce Theater
Small Business Seminar MacForce Theater
June 30, 2010

S O? SEM?
SEO? S ? PPC? SMM? SMO?
C? S ? S O?

• What does it all mean?
– SEO: Search Engine Optimization
– PPC: Pay Per Click Advertising
C Cli k d ii
– SEM: Search Engine Marketing
– SMM: Social Media Marketing
– SMO: Social Media Optimization
SMO: Social Media Optimization
– SERP: Search Engine Results Page

SEO: Search Engine Optimization
g p

S O: Search g e Optimization
SEO: Sea c Engine Opt at o

• Two sides to this coin:
– On‐Page Factors
– Off Page Factors
Off‐Page Factors

• What is most important?
• You need the first side of the coin to
get the second side t work
t th d id to k
optimally.


• Some On-Page Factors
On Page
• Domain Name
• Page Name
• Title Tag
• Meta Description
• Meta Keywords
Meta Keywords
• H1 Tag
• Bolded Text
• Link Text
• 1% to 2% keyword density for Google

• On-Page Factors
• Domain Name:www physicalmedicineandrehab com
Domain Name:www.physicalmedicineandrehab.com

• On-Page Factors
• Domain Name: www.pdxpartybus.com

• On-Page Factors
• Domain Name: www pdxpartybus com
Domain Name: www.pdxpartybus.com

• On-Page Factors
• Page Name: The‐Pros‐of‐Divorce.html
Page Name: The Pros of Divorce.html

• On-Page Factors: Title Tag

• On-Page Factors: H1 Tag

• On-Page Factors: Link Text

• On-Page Factors: Keyword Density


• Off-Page Factors
Off Page
• Inbound Links
A th it Sit
–Authority Sites
–Directories
–Internet Press Releases
–Article Marketing


• Off-Page Factors
Off Page
• Inbound Links
A th it Sit
–Authority Sites
–.edu’s and .gov’s are best
–PageRank above 5

• Off-Page Factors: Authority Sites

• Off-Page Factors: Directories

• Off-Page Factors: Vertical Directories
• TIP G
TIP: Google “submit a site [insert keyword]”
l “ b it it [i tk d]”

• Off-Page Factors: Vertical Directories

• Off-Page Factors: Online Press Releases


• Received offers for products to be included in the
Gift Bags for:
– The Miss America Pageant
– Billboard Magazine’s Oscar Night Party
• Moved ranking to Number 5 spot on first page for
the Keyword Phrase “Mineral Makeup”
• Gained interviews from a variety of magazines


– List of Free Press Release Submission sites:
http://nakedpr.com/2007/07/29/big‐list‐of‐free‐
press‐release‐distribution‐sites/
l d b /

• Off-Page Factors: Article Marketing

Anti-Spamming Gu de es
t Spa g Guidelines

Don't:
• Keyword stuff tags
• Repeat keywords over and over again in your
text.
text

For example:
<META name="keywords" content="holiday
cruises, holiday cruises, holiday cruises,
holiday cruises, holiday cruises, holiday
cruises cruises
cruises, holiday cruises, holiday”>

Anti-Spamming Gu de es
t Spa g Guidelines
• Don't use tiny text for the purpose of
repeating keyword after keyword
ti k d ft k d
• Don't use invisible text
• Don't use redirect tags if possible
• D 't duplicate content or use mirror
Don't d li t t t i
pages
• Don't use multiple title tags

Why Social Media?
y Soc a ed a?
• Social Media helps you:
– Connect with
• Customers
• Vendors
d
• Competition
– Drive Traffic to your Blogs and Websites
Drive Traffic to your Blogs and Websites
– Helps establish you as a thought leader in your
Niche

Soc a ed a a et g
Social Media Marketing

Social media sites fall into different
categories:
t i
Social “bookmarking” sites such as:
bookmarking
a) Digg
b) reddit
c) StumbleUpon
d) del.icio.us

Soc a ed a a et g

Soc a ed a a et g

Identity-based sites are based on who you
de t ty based s tes y
are and the type of business you’re in and
are based on connecting with networks of
friends,
friends associates and contacts you know
know.

Soc a ed a a et g
Social Media Marketing – Linked In
ed

Soc a ed a a et g aceboo
Social Media Marketing - Facebook

Social Media Marketing - Blogging
Your own Blog is an identity-based social media site if
you open up comments.

http://www.southwestwashingtonzest.com/

Soc a ed a a et g
Message boards, forums, and
newsgroups (such as Yahoo! Groups and Google Groups)
g p

Soc a ed a a et g
Social Media Marketing - Twitter
tte

C eat g Social ed a a
Creating a Soc a Media Plan

If you enter into social media
without a plan, you will fail.
ith t l ill f il

Period.
http://outspokenmedia.com/social media/social media planning/
http://outspokenmedia com/social‐media/social‐media‐planning/

Understand your audience:
1. What is your niche?
2. What does your niche need?
(Describe their needs NOT what you offer)
(D ib h i d NOT h ff )
3. What are your reader’s pain points?
(List all of your reader’s pain points)
(Li t ll f d ’ i i t)
4. What emotions are evoked by their big pain?
5. What do you do? (How do you solve your reader s problems?)
5 What do you do? (How do you solve your reader’s problems?)
6. Who are your competitors?
7. What differentiates your writing from the competition?
7 What differentiates your writing from the competition?

Niche Example:
Myrna Oakley’s Beat is the Pacific Northwest
Within her beat she has created several
niches:
• Bed And Breakfasts
• Small Inns
• Small Towns & Big Towns
• Live Local Theater
• Historical Places
• Small cafes, coffee shops, and
bakeries
b k i


Once you have Decided on your Niche:

Create your brand!
Secure your brand!

Brand Examples - Ronda Roaring
http://www.ilovethefingerlakes.com

Brand Examples: Jan Jackson
http://www.countrytraveleronline.com/

Secure your brand http://knowem.com/

Determine how you will measure your
success
Blog comments ?
Conversions ?
Links ?
Links ?
Twitter talk ?
Better brand recognition ?

Understand your Customers;
hang out where they hang out
out.
Are they on:
Facebook?
Linked In?
Twitter?

Why the need to follow your customers?
You want to know what they want and place
yourself ahead of the competition

They could be somewhere more niched:
http://www.exploroo.com/
http://www exploroo com/

Or:

http://www.passportstamp.com/
http://www passportstamp com/


Additional Social Networking Travel Sites:
Additional Social Networking Travel Sites:
TravBuddy: http://www.travbuddy.com/

Travellerspoint: http://www.travellerspoint.com/

WAYN: http://www.wayn.com/waynsplash.html

CouchSurfing: http://www.couchsurfing.org/
CouchSurfing: htt // h fi /

Wattpad: http://www.wattpad.com/


Once you have your Social Media Plan in
order, it is time to get connected to the
world through Social Media Marketing.
ld th h S i l M di M k ti

Let s
Let’s take a look at:

Soc a ed a a et g

This is
what your
visitors see
visitors see
when they
visit your
page

Soc a ed a a et g

When people
Wh l
connect with
you, you will
receive requests
q

Soc a ed a a et g

You can search for
friends and
Facebook offers
friend suggestions

Soc a ed a a et g

The Wall is a
compilation
of activity
generated by
you and your
friends

Soc a ed a a et g

Be sure to select
Be sure to select
your custom
username.

Use your Brand.

Soc a ed a a et g

Help Causes that
Help Causes that
are important to
you with the
Causes app.

Support causes
that support
your niche.
your niche.

Soc a ed a a et g

Promote your
y
Cause by sending
emails to your
subscribers

Soc a ed a a et g

Create a Group
around your
niche

Soc a ed a a et g
•Considered more social than business
•Lots of Quizzes
•Lots of Quizzes
•Can add your Twitter Feed
•Fan Pages
Fan Pages
•Lots of Apps
•Can organize your friends in categories
•Writers
•Publishers
Edit
•Editors
•Family, etc.

Soc a ed a a et g
Ways to build your presence on
Facebook
•Create a Cause
•Develop a Group
Develop a Group
•Post Videos, Photos and Links
•Design a quiz
•Post your Events
•Create a Community or Business Page
E ti it bl t h
•Every time you write a new blog post, share
it on Facebook

Soc a ed a a et g

Your
public
public
profile

Soc a ed a a et g

Goal is to
Goal is to
develop a
100%
complete
profile

Soc a ed a a et g

Start developing
your connections

Soc a ed a a et g

Recommendations
build credibility

Soc a ed a a et g

Build your own
Build your own
Community through
the Groups Function

Soc a ed a a et g

Join groups like this
Join groups like this
one for Pacific
Northwest Writers

Soc a ed a a et g

Get Answers

Soc a ed a a et g

Build your position
as an expert by
answering questions

Soc a ed a a et g

Share your world
through a variety of apps

Soc a ed a a et g

Post your
events for
free

Soc a ed a a et g

Keep track of
Keep track of
Company Buzz

Soc a ed a a et g

Easily change
your settings
at any time

Soc a ed a a et g

Considered for business networking
•Great place to find jobs
•Develop business
•Promote projects and opportunities
•Promote projects and opportunities
•Keep track of your competition

Soc a ed a a et g
Ways to market a business on Linked In
•Start a Group
•Join Groups
•Complimentary
•Directly related
•Post your Events
•Answer Questions
•Ask for recommendations
•Post updates
•Post updates

Soc a ed a a et g

Sharing ideas
Sharing ideas
140 characters
at a time

Soc a ed a a et g

Hash tags allow you to search for topics on which people
are tweeting and for which you are interested

Soc a ed a a et g

Direct Messaging allows you to
communicate with only one person directly

Soc a ed a a et g
Social Media Marketing Tools

You can see who
is talking about
you and reply
back to them

Soc a ed a a et g
Social Media Marketing Tools

Automate
your
tweeting
i

Soc a ed a a et g

Considered a micro-blogging network
gg g
•Great place to research trends
•Wonderful for sharing ideas
g g
•Excellent for getting the word out about
what you do

http://webcommunityforum.com/2008/09/21‐ways‐to‐market‐your‐business‐on‐twitter/

Soc a ed a a et g
Ways to market a business on Twitter
•Be sure to follow the 80/20 rule when tweeting.
Be sure to follow the 80/20 rule when tweeting.
•Craft an appropriate Twitter Policy, and encourage your
employees to sign up for accounts on Twitter.
employees to sign up for accounts on Twitter.
•As the owner of your business, register your
@
@companyname and use it for all your tweets.
p y y
•Use Twitter Search to find and respond to tweets about
y
your products or your brand.
p y
•Ask for feedback on your products and then follow up
with the responses you get.
http://webcommunityforum.com/2008/09/21‐ways‐to‐market‐your‐business‐on‐twitter/

Soc a ed a Opt
Social Media Optimization
at o
Rules to guide your thinking:
• Increase linkability
(write content that people will want to link to)
• Make tagging easy
(include tags as well as links to social media sites)
• Reward inbound links
(link back to people who link to you)
• Help your content travel
(include a bio; mention your content to others)

First Steps
st
• Focus on the Basics
• Social Media Marketing
– Establish your goals for Social Media and develop
y
your profile and content around that goal (see:
p g (
http://www.chrisbrogan.com/starting‐a‐social‐
media‐strategy/)
– St t ith
Start with one platform and become comfortable
l tf db f t bl
before adding another
– Employ the 80/20 rule: 80% content that will help
p y / p
others, 20% or less self‐promotion

Next Steps
e t
• Social Media Marketing
– Share specials regarding your business
– Incorporate terminology on your profile that is
Incorporate terminology on your profile that is
optimized for your business and the people you
want to reach
– Form a group for your business niche and invite
customers to join
– Add upcoming events being held in your field and
Add upcoming events being held in your field and
share them with your “friends”

Next Steps
e t
Implement a Social Media Listening Tool
• Google Alerts
– Google Alerts is the steady rock in the sometimes white water world
Google Alerts is the steady rock in the sometimes white‐water world
of monitoring. You can easily target keywords that are important to
your brand and receive streaming or batched reports—choose your
own adventure.
• Technorati
– Billing itself as "the leading blog search engine," Technorati has been
helping bloggers and those with their fingers on the blog pulse stay
informed for years.
• Jodange
– Tracking your brand or a product is one thing, but turning that
tracking into a measure of consumer sentiment about your brand or
product is something completely different. For that, Jodange has
TOM (Top of Mind), which tracks consumer sentiment about your
( p ), y
brand or product across the Web.

http://www.marketingprofs.com/9/essential‐social‐media‐listening‐tools‐mcdaniel.asp

Final Word
a o d

– Remember, Social Media is about helping others
– Make sure to temper self promotion with a
Make sure to temper self promotion with a
healthy dose of useful information for your
friends. It will pay off in the long run!

Contact Information

Colleen W i ht
C ll Wright

info@seotrainingnw.com
www.seotrainingnw.com

Promote Your Business Online

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