cmcc internet marketing essentials for small business and entrepreneurs
DESCRIPTION
We have all heard about businesses using the internet for their marketing. This workshop provides participants with the essential knowledge that every small business should know about search engine optimization, email marketing, blogging and social media.TRANSCRIPT
Internet Marketing Essentials for
Small Business and Entrepreneurs
Amanda O’Brien
Hall Internet Marketing
Social Media Breakfast Maine
Who I am
Amanda O’Brien
VP of Marketing, Hall Internet Marketing
www.hallme.com
@hall_web
Organizer, Social Media Breakfast Maine
www.socialmediabreakfastmaine.com
#smbme
Blogger at large
Guiding Stars, PROXI, SocialMediaB2B,
amandapants, Hall, SMBME etc.
@amanda_pants
Who you are
Internet Marketing –
Not another thing
http://sacredsandwich.com/wp-content/uploads/2009/02/manyhats.jpg
Photo credit: http://www.flickr.com/photos/malabooboo/4932040057/
Power!
Internet Marketing
Website
Search Engine Optimization*
Paid Search Marketing
Email Marketing*
Blogging*
Social Media*
Content Marketing
Internet Marketing is the most measurable marketing around
Photo credit: http://www.flickr.com/photos/falcifer/3136673599/
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
http://youtu.be/hF515-0Tduk
What is SEO
Search Engine Land http://searchengineland.com/guide/what-is-seo
View page source of any web page
Right click
View page source
1. <title>
2. Meta name = “description”
3. Words on the page
4. Headings
5. “alt” tags
Headings and Text
Keywords in the Title Tag
Keywords in page content
<h1>The Most Important Element</h1>
<h2>The 2nd Most Important</h2>
<h3>The 3rd</h3>
<h4>The 4th</h4>
<h5>The 5th</h5>
<h6>The 6th</h6>
Bold text
Keywords in domain
Meta descriptions
Age of website
Quality and popularity of your content
New and fresh content
Clean website code and page speed
Links in and out
Measuring SEO
Keyword rankings
Google Analytics
Site traffic
New and repeat visitors
Referring traffic
Time on site
Bounce rate
Website conversions
SEO
Email Marketing
Email Marketing
Still one of the most effective forms of marketing
Interested audience
Drive traffic to your site
Email Marketing - DOs
Use an email service provider
Make it visually appealing
Experiment with send times
Link back to your site
Make it exclusive
Add signup form to site or at your location
Add a call to action
Photo credit: http://www.flickr.com/photos/krissen/6340984211/
Email Marketing – DON’Ts
Over send
Buy email lists
Email people who have not signed up
Think you don’t need an ESP or service
Forget to test and spell check
Forget unsubscribe links [CANSPAM Act]
Photo credit: http://www.flickr.com/photos/mediageek/2412873536/
Email Service Providers
Constant Contact
60 Day Free Trial 0-100 contacts
0-500 contacts - $15/month
Mail Chimp
Vertical Response
Reporting
Templates
Measuring Email Marketing
ESPs tracking
Opens
Clicks
Shares
New signups
Inbound traffic
Redeemed coupons
Marketing
Blogging
What is a blog?
Web log in reverse chronological order
Topic based
Why you should blog
Easy to update
Search engines love them
Shareable
How do Businesses Use Blogs?
Launch New Products
PR
Demonstrate Expertise
Disseminate Information
Answer Common Questions
Transparency
Search Engine Optimization
Form relationships
Essential Aspects of a Post
Title – Short, catchy, clickable
Content – Concise, clear, lots of formatting
Media – Photos, Videos
Categories/Tags – Aid in organization
Publish – Just do it!
Subscribing
RSS and Email
• Who is going to read your blog?
• What other blogs do they read?
• What's their preferred way to get content?
• How hungry are they for new stuff?
• How did they find you?
• What do they want to hear from you?
• Conversation – Talk WITH not AT
Know Your Target Audience
Measuring Blogging
Site traffic
Subscribers
Popular posts
Comments on the blog
Inbound links
Search rankings
Sales
Time spent
Blogging
Recorded webinars:
Get Your Business Blogging - http://bit.ly/HO0UTO
Get More Return by Blogging Better - http://bit.ly/9EoNO4
Coming Up With Good Blog Topics - http://bit.ly/yA9k0z
Social Media
What is Social Media?
Conversations happening online
Word of Mouth Marketing with a new twist.
Photo credit: http://www.flickr.com/photos/earlg/163755542/
What does this have to do MY with business?
This is where your
customers are spending
their time
1 out of every 6 minutes
online is participating in
social networking sites
Americans use social
media more than
anything else online
Referrals mean more
than advertisements
Establish trust and that
your are an expert in
your industry
Free powerful marketing
tool you can manage in-
house
Tailored specific
messages, for your
demographic
Empathy and caring
mean more than
strategy and $$
How has this changed your prospects and
customers?
Discovery, research and investigation
Looking to establish trust online
Consumers have more control
Consumers have higher expectations
Two way conversations – wary of one way messaging
Most Popular Social Media Sites
Site Monthly Visitors Who are these people?
Facebook 750,000,000 Everyone
Twitter 250,000,000 News sharers, mobile
users
LinkedIn 110,000,000 Business folks and job
seekers
MySpace 70,500,000 Young, music lovers
Google+ 65,000,000 Early adopters
Article: http://www.ebizmba.com/articles/social-networking-websites
Choose the right tools for you
What will fit into your day?
What features do you want?
What seems to be working?
What are your customers using?
Always tie in with your website/email
Photo credit: http://www.flickr.com/photos/freefoto/3436970425/
Next week… Advanced Internet-Social Media Marketing
• Twitter • Facebook • Google+ and more
Things you can measure
• Traffic data
• Fan/follower data
• Interaction data
• Content performance
Photo credit: http://www.flickr.com/photos/427/2110349532/
Social Media
Cartoon credit: http://mashable.com/2009/04/17/social-media-cartoon-flitterin/
“You've got to be very
careful if you don't
know where you're
going, because you
might not get there.”
Skate to where the
puck is going
Photo credit: http://www.flickr.com/photos/morberg/3338184074/
We did it!
Thank you!
Amanda O’Brien
VP of Marketing, Hall Internet Marketing
www.hallme.com
@hall_web
Organizer, Social Media Breakfast Maine
www.socialmediabreakfastmaine.com
#smbme
@amanda_pants