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"How Business is Found Online" unlocks the secrets to the entire online marketing process for small business and sole practitioners.
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- 1. How Business is Found Online By Suzanne Delzio Director, Informed Web Content Find these slides at :
- 2. It starts out simply enough: Shoppers tell the world exactly what items they want by typing them into Google.
- 3. Google Delivers Answers In the ancient days (pre-2007), those answers were all websites. Website Website Website Website Website Website Website
- 4. Now, Google searches and ranks EVERYTHING: Images Local Search Websites Blogs PPC Ads
- 5. “Everything” Includes: Websites Blogs Social Media Local Search Article Databases Discussions Photos Videos News releases Ads (PPC)
- 6. This “Everything” is web content. Businesses looking to get traffic on the Internet should get as much web content on the internet in as many variations as possible.
- 8. Ezine articles (on a directory or on a website)
- 10. Video
- 11. Photos
- 14. Consumers land at your website because of the web content you place on the various channels.
- 15. Channels: Keyword-optimized Websites Keyword-optimized Blogs Social Media Ezine Article Databases Online Press Release Databases Pay Per Click Yelp, City Search + more
- 16. The number of options can make a business owner feel like this:
- 18. Rest assured. Every channel operates on one thing . . . Words!
- 19. Find the words customers use to find businesses like yours with: Google Adwords’ FREE Keyword Tool www.adwords.google.com FREE trials and lots of free tutorial videos on: www.keyworddiscovery.com www.SEMRush.com www.spyfu.com www.keywordspy.com
- 21. Make lists of your most promising keywords. Use pages 23 -30 in IWC’s Business Blog Start Up Kit to complete this process step by step.
- 22. Then find the channels YOUR customers use most: Where are they?
- 23. Research by Industry: Hubspot’s Online Marketing Opportunity by INDUSTRY Report www.hubspot.com tells you Where specific industry customers talk online Where they start shopping online (e.g. search vs. social media) How customers like to research
- 24. Research by Age: 80% of Millenials on SM 60% of Gen Xers on SM 45% of Boomers on SM 38% of Matures on SM Available at: www.marketingprofs.com/store/ product/40/digital-marketing-factbook
- 26. Constant Contact: www.constantcontact.com
- 27. Aweber: www.aweber.com Each has a free trial period or a free basic membership. You can’t lose!
- 28. Then Decide Where to Dive in To maximize reach and reinforce branding and exposure, a business should eventually participate in as many channels as possible.
- 29. In other words, crowd the internet with directions to your website or blog
- 31. Blogs
- 34. Ezine Articles
- 35. Discussions
- 36. Photos
- 37. Videos
- 38. News releases
- 40. Where to start? Create a valuable, useful or entertaining that will solve your typical customer’s biggest problem. Cheat Sheet Ebook Email Newsletter White paper Useful Blog Video Tutorial Sometimes agencies call these pieces “the creative.”
- 41. Tell the world about your “creative:” Facebook, Twitter, etc Blog directories Ezine Article Directories Online Press Releases (so many free ones!) Flickr, Picasa, Shutterfly
- 42. What to talk/write about in the “creative?” Solutions to your customers’ problems Resources customers can use (agencies, websites, tools) Industry news Your perception of an industry leader’s comments Your reaction to an event in your industry Funny or useful customer experience you can share
- 43. To make this process easy . . . Use pages 18 - 23in IWC’s Business Blog Start Up Kit to brainstorm ideas you can share.
- 44. To Make Things Even Easier: Integrate!
- 45. To Every Sentence, 3 Purposes . . .
- 47. Creating and posting/promoting your expertise and dedication covers two of three crucial bases.
- 48. Keeping Track of it All Google Analytics www.google.com/analytics Which blog post is getting the most traffic Write more of the same! Which keywords are most visitors coming in with Use more of the same while phasing out other keywords Which social media site sends visitors to the site Make sure to respond to comments on the effective ones
- 50. Google Analytics lets business owners see their own results and make their own decisions!
- 51. No intermediaries needed No one to “interpret” the results in their favor Concrete results Keep ahead of trends Understand customers better
- 52. Then, test different site options FREE! Google Website Optimizer (GW0) www.google.com/websiteoptimizer Test: alternate page design, web page copy, photos, offers, button text, calls to action Google compiles the data letting you know which version got more visitors to click, contact and convert. Frees business owners from the guesswork usually involved in advertising and marketing.
- 53. If so much is free, why useInformed Web Content? Informed Web Content helps small businesses and sole practitioners develop, write and streamline their “creatives” and seo efforts: Seo website copy Seo blogs/web content Ebooks Email newsletters Ezine articles
- 54. We Aim for Client Independence Once we set you up on all the free online tools, we get you rolling with the first blog posts, email newsletter articles, etc. Then, we help you learn how to create useful, indispensible content for your site. We integrate your “channels.” We’re always here to support you and do the hard seo-copywriting and streamlining.
- 55. The online marketing process in a picture
Editor's Notes
- This video will demonstrate just how business is found online, or, just how you can create a custom marketing plan that targets the desires and pain points of your customers.
- We all know this by now.
- For a long time, Google just delivered websites. Starting in 2007 Google started converting to “universal search” which means it would rank everything online.
- And even more . . .
- Not just writing; it’s video, audio, photo, discussion, Facebook threads, twitter feeds and more.
- All the STUFF that a business has made goes out through channels; sites where the content lives or alerts visitors to its existence. The Press Release lives on PR Web; your discussion lives on Facebook & Twitter; Google points web surfers to websites
- You can also think of them as outlets.
- This is where a company’s stuff lives.
- The number of options and what must be done to execute each one can make a business owner feel like this:
- Rest Assured because every channel and everything in that channel operates on WORDS. Online marketing success depends in great part on Keywords, also called Keyphrases. A keyword or keyphrase can be one or multiple words.
- So a business owner must find—not the words he or she assumes people use to find a site—but the real words websurfers actually do use. For instance, a dog groomer’s keywords can be more than “dog groomer
- A business owner’s first assumption may be that people will be searching for his or her business based on the obvious keywords. But we’re often talking about desperate people here who may not know they need your service exactly. Keyword research is important.
- If this sounds too overwhelming, just download our Business Blog Start Up Kit, which in workbook form, will step you through getting the most effective keywords for your business.
- Once you have your keywords ready, find out where your customers generally hang out.
- If you want to get any online marketer’s blog feed, I highly recommend Hubspot. Here, they’ve broken down just which industries participate most in which social media channels.
- This graph is hard to see but
- They offer so much: social media integration, video integration for a very low cost.
- Do most of your clients find businesses like yours through searching Google, clicking on PPC ads, getting recommendations from friends on Facebook
- Why? Get as many links to your website and blog out there as absolutely possible.
- The first two are a no brainer, but don’t forget the rest.
- So - where to start? You need something solid that reflects your expertise and experience. That can take the form of an informational paper also known as a white paper. It can be a blog, a video tutorial . . . Post it on your site or another site (YouTube or Flickr or a Blog directory)
- Post it on your site somewhere and then. You then tell . . . Through these channels
- But wait! Business owners can become paralyzed as to what exactly to write about.
- Soemthing that goes on a business blog can go in a video; it can be photographed; you can start a discussion about it on blogs.
- One blog post can be summarized in perhaps two facebook updates. Since people on FB seem to love photos, try to get one up there with your post. Shorten those facebook updates add a link for Twitter. Put the photos with a caption—always include words—on Twitter.
- If you have a big creative, break it up into smaller pieces. That way you reach those more likely to read blogs and the longer forms like ebooks or white papers. Lead people back to your large effort through Facebook, Twitter and more.
- You can also start small and go big. Let a Facebook comment expand into a couple of blog posts. The two blog posts can make an ezine article.
- I know you thought that should cover it, but stick with me while I cover one very important task.
- You MUST measure visitor response to your creative outreach efforts. And really this is the fun part. Google has developed an amazing tool to spy right into where visitors come from how long they stay, the words they floated in on and so much more. Entire courses are taught about Analytics.
- You won’t be able to see because of this video but for this veterinary marketing site, common sense won the day, and veterinary marketing proved to be the most common word visitors came used to get to this site.
- No more bondage to advertising agencies, IT departments, so-called experts. Not only is the information free and useful, it’s fun!
- To keep even more of a close eye on your website, Google provides the free Optimizer tool. This can get a little more complex, but, if you’re willing to watch some tutorials, you can constantly run tests on how effective your headlines, graphics, calls to action all of it are.
- You may ask, . Because you’re too busy and overwhelmed running your business. That said, we know still you can do this yourself eventually. As a small business owner you know you want to do it yourself, independent of an agency. The best way to learn is to get the format set up, get some training and then have your first efforts provided. After that’s banged out, you can do it on your own. If you don’t want to, believe me, we’re happy to take your money for any and all of these services.
- Just to review, let’s look at the whole online marketing process. The smart business owner or sole practitioner It’s a constant process.
- Feel free to download our Business Blog Start-Up Kit from the homepage. You can find the slides for this presentation at: