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Web Marketing for Small Business
- 1. Web Marketing forSmall Business Paul Yeaton
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- 3. Overview ‣ What to take home from this presentation ‣ Review different types of web marketing, including social media ‣ Discuss how each web marketing effort ties in with SEO
- 4. ‣ Usability: assuring and measuring user experience, good and bad usability ‣ Design: brand, functionality, good and bad design ‣ Content: readability, ties with SEO, good and bad content
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- 6. Websites 54% of small business has a site to: ‣ Inform customers about products/ services ‣ Provide general information ‣ Offer special promotions
- 7. How do youknow the site’s working?
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- 9. 4 top usabilitypractices ‣ Presenting info in clear, unambiguous way ‣ Placing important things in obvious places ‣ Providing guidance to relevant info and an action ‣ Offering valuable content
- 10. If the sitefails, users will leave
- 11. The usability ‣ In 2000, 39% of customers failed to accomplish what they went to the site for ‣ In 2009, the failure rate dropped to 22% ‣ Today web conversion rates have doubled, so twice as many customers! Jakob Nielsen
- 12. Examples ‣ Good usability: amazon.com ‣ Bad usability: georgehutchins.com
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- 15. Elements of ‣ Format ‣ Message ‣ Brand
- 16. Format & ‣ Interface is clean, simple, familiar ‣ Navigation format ‣ Placement of information ‣ Not too much stuff going on ‣ KEEP IT SIMPLE
- 17. The message ‣ You have 3 seconds to tell the user: ‣ Who you are & what you do ‣ What they need to know about your products/services ‣ The home page is the place to make your first impression!
- 18. Examples ‣ Good design: waterworks.com ‣ Bad design: worldsworstsite.com
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- 20. The problem Killer Webcontent... probably represents less than 10% of content published on the Web, because – let’s face it – most content just gets in the way. Gerry McGovern
- 21. Good content ‣ Provide visitors with the right information at the right time ‣ Be compelling enough to respond ‣ Provide value
- 22. Be the visitor ‣ Put yourself in their shoes: ‣ Are you getting what you need right away? ‣ Was the time spent useful? ‣ Less is more
- 23. Examples ‣ Good content: visibleresults.com ‣ Bad content: acoach4u.com
- 24. If you buildit, will they come?
- 25. How they findyou ‣ Inbound ‣ Outbound ‣ Social media ‣ Print, ads ‣ SEO ‣ Email, direct ‣ mail Blogging ‣ Events = 60% lower cost per lead than traditional marketing
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- 27. It is notthe strongest of the species that survive, nor the most intelligent, but the one most Charles Darwin
- 28. Some statistics ‣ 58% of small business agree that social media is a good way to increase business & know what people are saying ‣ 46% wish they knew more ‣ 27% think it’s just for young people Ad-ology study, 2009
- 29. The fear ‣ Too much technology ‣ Will waste my time ‣ Won’t be able to understand it fully
- 30. Benefits ‣ Generating leads ‣ Keeping current with industry ‣ Monitor online conversations ‣ Increases SEO
- 31. The big 3 ‣ Twitter: micro-blogging ‣ LinkedIn: professional networking ‣ Facebook: general networking
- 32. ‣ ‣ 12 million users Know your goal & be knowledgeable ‣ Good for retail, ‣ Create relationships first, then followers will restaurants, come service-oriented ‣ Tweet the stuff that business matters to them; ask questions, chat, inform ‣ 19% say more ‣ Follow relevant brands & effective than companies others ‣ Add links
- 33. ‣ ‣ Build network of past 50 million users colleagues, friends, ‣ Good for business industry experts & industry assoc., ‣ Use groups to alumni, recent promote your grads, other business professionals ‣ Let people know you, ‣ 21% say more then your biz effective than ‣ Scope out others competition, partners, customers
- 34. ‣ ‣ Update at least 2 400 million users or 3 days ‣ Create a fan page ‣ Good for schools, non- ‣ Be professional profits, b2c until you know industries, retail each other better ‣ ‣ Effective 33% say more effective than communication counts others
- 35. General tips ‣ Repurpose content by sharing it ‣ Only create accounts if you take the time to use them ‣ Show the world you’re on a social networking site
- 36. General tips ‣ Be genuine; no hard sales ‣ Let them get to know you before you try to get them to buy something ‣ Make sure your tone & content match your brand
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- 39. Why SEO? ‣ The competition is enormous: ~ 109 million websites are online ‣ It’s about making yourself visible in a large crowded room ‣ And about increasing volume & quality of traffic
- 40. Which site is This? Or this?
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- 44. Keywords ‣ Title tags ‣ Headlines
- 45. Questions? ‣ Arlington Entrepreneurs margy@arlington- entrepreneurs.com ‣ The Hype Lab paul@thehypelab.com