Web Marketing for Small Business

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Web Marketing for Small Business.

A starters guide for small business marketing online. Includes Search Engine Optimization, Social Media, and website design and usability.

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  • Web Marketing for Small Business

    1. 1. Web Marketing for Small Business Paul Yeaton
    2. 2. Introduction
    3. 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. 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
    5. 5. Your website
    6. 6. Websites 54% of small business has a site to: ‣ Inform customers about products/ services ‣ Provide general information ‣ Offer special promotions
    7. 7. How do you know the site’s working?
    8. 8. Web usability
    9. 9. 4 top usability practices ‣ Presenting info in clear, unambiguous way ‣ Placing important things in obvious places ‣ Providing guidance to relevant info and an action ‣ Offering valuable content
    10. 10. If the site fails, users will leave
    11. 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. 12. Examples ‣ Good usability: amazon.com ‣ Bad usability: georgehutchins.com
    13. 13. Usability is part
    14. 14. Design
    15. 15. Elements of ‣ Format ‣ Message ‣ Brand
    16. 16. Format & ‣ Interface is clean, simple, familiar ‣ Navigation format ‣ Placement of information ‣ Not too much stuff going on ‣ KEEP IT SIMPLE
    17. 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. 18. Examples ‣ Good design: waterworks.com ‣ Bad design: worldsworstsite.com
    19. 19. Web content
    20. 20. The problem Killer Web content... 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. 21. Good content ‣ Provide visitors with the right information at the right time ‣ Be compelling enough to respond ‣ Provide value
    22. 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. 23. Examples ‣ Good content: visibleresults.com ‣ Bad content: acoach4u.com
    24. 24. If you build it, will they come?
    25. 25. How they find you ‣ Inbound ‣ Outbound ‣ Social media ‣ Print, ads ‣ SEO ‣ Email, direct ‣ mail Blogging ‣ Events = 60% lower cost per lead than traditional marketing
    26. 26. Social media
    27. 27. It is not the strongest of the species that survive, nor the most intelligent, but the one most Charles Darwin
    28. 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. 29. The fear ‣ Too much technology ‣ Will waste my time ‣ Won’t be able to understand it fully
    30. 30. Benefits ‣ Generating leads ‣ Keeping current with industry ‣ Monitor online conversations ‣ Increases SEO
    31. 31. The big 3 ‣ Twitter: micro-blogging ‣ LinkedIn: professional networking ‣ Facebook: general networking
    32. 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. 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. 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. 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. 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
    37. 37. It’s a cocktail
    38. 38. Search Engine
    39. 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. 40. Which site is This? Or this?
    41. 41. Traffic flow
    42. 42. Traffic flow
    43. 43. Traffic flow
    44. 44. Keywords ‣ Title tags ‣ Headlines
    45. 45. Questions? ‣ Arlington Entrepreneurs margy@arlington- entrepreneurs.com ‣ The Hype Lab paul@thehypelab.com

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