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QuickBooks Now Online Mkt Case Study
Creating and Marketing a Business Website




          Penny Lane
          info@quickbooksnow.com
          www.quickbooksnow.com


          Presented by: Penny Lane Crull
QuickBooks is #1
    • QuickBooks is the #1 Small Business Accounting software, used by
      millions around the world.
    • Through my bookkeeping business, Business Matters, I noticed that
      small businesses needed more information from their accounting
      system, but their lack of ability, or their bookkeeper’s lack of ability, to
      use QuickBooks was getting in the way.
    • I started providing one-on-one training and consulting – which is
      effective, but costly, especially for learning the basics. I envisioned a
      better way….




3
QuickBooks Now! is Born
    • Live classes to learn QuickBooks are a popular idea, but in today’s
      world, not very convenient and vary greatly in quality.
    • Learning to use software from a book doesn’t make much sense, very
      awkward.
    • Video tutorials are the most effective, but I envisioned something better
      than what was available on the market…..and created QuickBooks Now!
      Interactive Online Tutorial




4
Penny Lane’s
                     QuickBooks Now!
Online QuickBooks Tutorial
• Practical Instruction
• Immediate Online Access
• Completely Interactive

I created QuickBooks Now! so that people could access the
tutorial immediately - anytime, from anywhere, online.

Unlike other tutorial products, it’s completely interactive,
students use the program while learning.

  5
Getting Started in SEO
    “Being an online product with a wide audience, it was clear from the
    start that I would need potential customers to find my product on the
    web. I have no expertise in this area. I read a couple of books that were
    helpful, but the information was overwhelming. Enter Coryon.
    Together, we were able to outline and implement the SEO plan that I’m
    going to share with you today.”




6
Keyword Example                      Keyword                             Local Monthly Searches (United States)


                                     [how to use QuickBooks]                                                1900
Recent keyword research
indicated that “how to” was a        [how to learn QuickBooks]                                               390

searched for term that I hadn’t
                                     [QuickBooks how to]                                                     210
noticed before in relation to
learning QuickBooks.                 [how does QuickBooks work]                                              110


                                     [how much is QuickBooks]                                                110
Further research and filtering
of this term resulted in a list of   [how much does QuickBooks cost]                                              91

keyword phrases I might use in
                                     [how to do payroll in QuickBooks]                                            73
my content, or as a Google Ad
words phrase to attract these        [learn how to use QuickBooks]                                                58
searchers.
                                     [how to do QuickBooks]                                                       46


                                     [how to use QuickBooks 2010]                                                 36




  7
Using Keywords - Keyword Rich Pages




8
Using Keywords - Keyword Rich Pages
                  • Keywords are used in the content on my
                    site so that Google will identify that my
                    site is about the keywords people are
                    searching for.
                  • I use my top keywords in my content as
                    much as possible. Additionally, I create
                    pages that are rich in one keyword phrase.
                    On this page, for instance, I’ve chosen
                    QuickBooks training and used it as many
                    times as possible in my content.




9
Using Keywords – SEO Plug In
                      I’ve installed an SEO plug in on
                      my WordPress website, which
                      allows me to customize my page
                      title, meta description and add
                      meta tags to my pages – notice
                      I’ve used my focus keywords for
                      this page “QuickBooks training”
                      here as well.




10
Link Building
Google likes incoming, outgoing and internal links




11
Incoming Links – Directories
     • I started out by researching where my competitors were getting their
       incoming links using yahoo site explorer (no longer available), try:
       blekko.com linkbuilder.wordtracker.com or opensiteexplorer.org
     • I then went to the directories and other sites they got their links from
       and got listed on them as well whenever possible.
     • I also searched out online directories – general, small businesses, as well
       as education and created listings on these sites, mostly free and
       sometimes really detailed. Examples: manta.com, hotfrog.com,
       syracusedeals.com.




12
Incoming Links + Online Presence
                     via Social Online Marketing
     • The MOST effective online marketing tool I use is posting answers to
       people’s QuickBooks questions on community.intuit.com and
       quickbooksusers.com forums, as well as LinkedIn groups. Every time I
       post an answer – I get at least 1 link to my site from these sites, which
       have a lot of “link juice”. These are my best links, plus my answers stay
       on the forum indefinitely, sometimes viewed by hundreds over time.




13
Posting on Intuit Community
• Here’s an example of a
question I answered on
Community.intuit.com, that to
date has been viewed 1026
times
• For some search terms, my
answers appear in the top 3
on Google




14
Other Social Online Marketing
     • I also post my blog articles on several sites, including:
       ezinearticles.com, usbusinesforums.com, work.com, ehow.com and
       blogger.com
     • I have a Facebook page and linked in profile that I update frequently
     • I have a YouTube channel, where I post demo videos
     • I answer questions on Yahoo! Answers
     • I have a Google blog alert and post comments on related articles




15
Tracking Results
     • Google Analytics –for tracking keyword traffic and site usage
     • Google Webmaster Tools – tracking search query trends and incoming
       links




16
Google Analytics




17
Traffic to my site




18
Google Webmaster Tools




19
Links to my Site




20
THANK YOU

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QuickBooks Now Online Mkt Case Study

  • 2. Creating and Marketing a Business Website Penny Lane info@quickbooksnow.com www.quickbooksnow.com Presented by: Penny Lane Crull
  • 3. QuickBooks is #1 • QuickBooks is the #1 Small Business Accounting software, used by millions around the world. • Through my bookkeeping business, Business Matters, I noticed that small businesses needed more information from their accounting system, but their lack of ability, or their bookkeeper’s lack of ability, to use QuickBooks was getting in the way. • I started providing one-on-one training and consulting – which is effective, but costly, especially for learning the basics. I envisioned a better way…. 3
  • 4. QuickBooks Now! is Born • Live classes to learn QuickBooks are a popular idea, but in today’s world, not very convenient and vary greatly in quality. • Learning to use software from a book doesn’t make much sense, very awkward. • Video tutorials are the most effective, but I envisioned something better than what was available on the market…..and created QuickBooks Now! Interactive Online Tutorial 4
  • 5. Penny Lane’s QuickBooks Now! Online QuickBooks Tutorial • Practical Instruction • Immediate Online Access • Completely Interactive I created QuickBooks Now! so that people could access the tutorial immediately - anytime, from anywhere, online. Unlike other tutorial products, it’s completely interactive, students use the program while learning. 5
  • 6. Getting Started in SEO “Being an online product with a wide audience, it was clear from the start that I would need potential customers to find my product on the web. I have no expertise in this area. I read a couple of books that were helpful, but the information was overwhelming. Enter Coryon. Together, we were able to outline and implement the SEO plan that I’m going to share with you today.” 6
  • 7. Keyword Example Keyword Local Monthly Searches (United States) [how to use QuickBooks] 1900 Recent keyword research indicated that “how to” was a [how to learn QuickBooks] 390 searched for term that I hadn’t [QuickBooks how to] 210 noticed before in relation to learning QuickBooks. [how does QuickBooks work] 110 [how much is QuickBooks] 110 Further research and filtering of this term resulted in a list of [how much does QuickBooks cost] 91 keyword phrases I might use in [how to do payroll in QuickBooks] 73 my content, or as a Google Ad words phrase to attract these [learn how to use QuickBooks] 58 searchers. [how to do QuickBooks] 46 [how to use QuickBooks 2010] 36 7
  • 8. Using Keywords - Keyword Rich Pages 8
  • 9. Using Keywords - Keyword Rich Pages • Keywords are used in the content on my site so that Google will identify that my site is about the keywords people are searching for. • I use my top keywords in my content as much as possible. Additionally, I create pages that are rich in one keyword phrase. On this page, for instance, I’ve chosen QuickBooks training and used it as many times as possible in my content. 9
  • 10. Using Keywords – SEO Plug In I’ve installed an SEO plug in on my WordPress website, which allows me to customize my page title, meta description and add meta tags to my pages – notice I’ve used my focus keywords for this page “QuickBooks training” here as well. 10
  • 11. Link Building Google likes incoming, outgoing and internal links 11
  • 12. Incoming Links – Directories • I started out by researching where my competitors were getting their incoming links using yahoo site explorer (no longer available), try: blekko.com linkbuilder.wordtracker.com or opensiteexplorer.org • I then went to the directories and other sites they got their links from and got listed on them as well whenever possible. • I also searched out online directories – general, small businesses, as well as education and created listings on these sites, mostly free and sometimes really detailed. Examples: manta.com, hotfrog.com, syracusedeals.com. 12
  • 13. Incoming Links + Online Presence via Social Online Marketing • The MOST effective online marketing tool I use is posting answers to people’s QuickBooks questions on community.intuit.com and quickbooksusers.com forums, as well as LinkedIn groups. Every time I post an answer – I get at least 1 link to my site from these sites, which have a lot of “link juice”. These are my best links, plus my answers stay on the forum indefinitely, sometimes viewed by hundreds over time. 13
  • 14. Posting on Intuit Community • Here’s an example of a question I answered on Community.intuit.com, that to date has been viewed 1026 times • For some search terms, my answers appear in the top 3 on Google 14
  • 15. Other Social Online Marketing • I also post my blog articles on several sites, including: ezinearticles.com, usbusinesforums.com, work.com, ehow.com and blogger.com • I have a Facebook page and linked in profile that I update frequently • I have a YouTube channel, where I post demo videos • I answer questions on Yahoo! Answers • I have a Google blog alert and post comments on related articles 15
  • 16. Tracking Results • Google Analytics –for tracking keyword traffic and site usage • Google Webmaster Tools – tracking search query trends and incoming links 16
  • 18. Traffic to my site 18
  • 20. Links to my Site 20