Farming A Marketing

Explosion In 2011

Hello, To show my gratitude for an exciting year I‟ve enclosed a gift: “Farming A Marketing Explosion In 2011,”

an Internet marketing guide which contains explosive tools to significantly promote companies online.

There are actual case studies that made a difference for several New England companies and „5 Must

Do‟s for 2011,‟ included as well.

The most fulfilling pursuit of 2010 was defeating the “Wild West” view of the Internet which assumes

products and brands are swallowed up due to oversaturation or no clear metric for targeting potential

clients. The main focus of my free initial consultations was to dispel this notion by pinpointing potential

customers and outlining a strategy to utilize the full arsenal of internet channels to achieve superior

market penetration.

This year forty-seven companies requested a free evaluation of their Internet marketing strategy and

wanted actionable steps to proceed in 2011. Thirty-two new clients wanted more precision in their

marketing approach with the capability to leverage scarce marketing resources more efficiently.

Please take this opportunity to read through the enclosed free guide and by all means pass it on. I would love to know your thoughts. All the Best for 2011, Vern Nicholson, Principal Online eBusiness Solutions Enclosure: A Free Guide to “Farming A Marketing Explosion in 2011”

Online eBusiness Solutions ideas = solutions

P.O. Box 1294 Dover, NH 03821 Phone: (603) 842-2536

Toll Free: (800) 742-0169 Internet: OeBS.us Email: info@oebs.us

OVERVIEW Farming is a very labor intensive task that requires tedious and repetitious duties to bring about the

finished result. The farming process is the essence of my approach to marketing. Harvesting the results

of a well thought out marketing appeal is the most exciting benefit for marketers in all industries.

My job was to piece together the word “farming” that denotes dedicated long hours with the word

“explosion” which represents the viral effect companies achieve by matching, what I call, the three Cs in

marketing: Comprehensive, Consistent and Concerted efforts.

Indeed there’s nothing like seeing a campaign soar well beyond what was anticipated; for me it’s a very

exciting feeling. The Internet presents limitless possibilities. It makes all the sense in the world to

harness its full power and capabilities.

FARMING A MARKETING EXPLOSION IN 2011

THE TRUE ESSENCE OF MARKETING ONLINE 4

USE KEYWORDS TO LEVEL THE PLAYING FIELD 4 KEYWORDS DEFINED 4 DAYCARE EXAMPLE 4 THESE VITAL TOOLS ARE 100% FREE 5 CASE STUDY 5 GOOD MARKETING COMPANIES 6

THE THREE C’S OF ONLINE MARKETING 6

COMPREHENSIVE 6 CONSISTENT 6 CONCERTED EFFORTS 6 CASE STUDY 7 INTERACTIVE CHANNELS 7

SEARCH ENGINE MARKETING 7

ONLINE ADVERTISING 7 CASE STUDY 8 SEVERAL BENEFITS OF PAY PER CLICK ADVERTISING 8 CASE STUDY 9 FIVE MUST DO’S FOR 2011 10 CONTACT INFORMATION 11

THE TRUE ESSENCE OF MARKETING ONLINE An information age creates the supremacy of the search engine in our time. A very ancient tradition

teaches us that all farmers start with seeds during the planting season. This guide incorporates the

methods of farming to describe Search Engine Marketing (SEM). In the search realm you start with a

keyword or seed and the rest is history!

USE KEYWORDS TO LEVEL THE PLAYING FIELD

A keyword search query or phrase in Internet terms is the essence of a website and makes up the

method by which search engines retrieve up to date information about sites through the use of what is

known as webcrawling. Webcrawlers scour the Internet to find lists of visited sites for processing and

indexes the downloaded pages for fast searches. Keywords and phrases are also used in paid search.

Let’s use the Daycare example for a keyword mapping scenario. After factoring in our target

audience and sales cycle, here’s a sample of keywords and a model that should apply to ALL companies

who want to reach principals who are making purchase decisions about your products and services:

Geographic Terms Company Name (Word of Mouth) Saturation*

Daycares in + City + State ABC Daycare

Preschool + City + State ABC Childcare

Daycares on Main Street ABC Preschool

Themed Terms Competitors Saturation

OB GYN + City + State Peter Cotton Tail

Maternity Center + City + State Kinder Daycare

Prenatal Yoga Head Start

Birthing Lamaze Classes + City YMCA

Dynamic Terms Calendared Events Saturation

New Daycare (News Article) First Baptist Easter Egg Hunt

Breast Milk (Parenting Article) Fox Run Mall Trick or Treat

Jaundice (Medical Journal) Santa Claus at Fox Run Mall

Associated Terms Saturation

Chuck e Cheese Picture People

Twice The Fun Maternity Clothing Store

Children’s Place The Fun Center

The Children’s Museum Assumes keywords are a part of long tail phrases that have higher conv. rates. *Saturation is an approximate measured in competitor activity.

Utilizing this model over a sustained period or during critical sales cycles gives

your company a significant advantage over competitors. Long tail keywords give

companies around the world the capability to explode. Use keywords to level the playing field with

competitors have vast marketing budgets, better name recognition and established brands.

90%

5%

3%

2%

A growing number of

Adults, 32% go online

with mobile broadband Pew Wireless Internet Use2010 July 22, 2009

Understanding how keywords puts you ahead of the search heap and puts you in position for a

breakthrough in 2011. One keyword means the difference between thousands in profits each year.

Well researched keywords in an ad campaign can change a company overnight. In one business day

tens of thousands (even millions for some companies) of customers have sought information online

about your product or service and the ability to bring your company front and center makes Search

Engine Marketing a more cost effective channel for 2011.

CHANNELS TARGET AUDIENCE News Social Media Each day thousands of potential clients are

increasingly using the Internet during their work day. Online eBusiness Solutions pinpoints your target audience and develops a comprehensive marketing and sales conversion strategy.

Email Mobile Phones Trade Publications Training Videos Search Webinars Company Intranet Web Content

THESE VITAL TOOLS ARE 100% FREE (I PROMISE):

Google Analytics

Search Engine Web Tools for Sitemap Submission (Google, Yahoo & Bing participate)

Blogs and Content Management Systems

Social Media

Local Search Submission

Keyword Analyzers Tools to find less saturated keywords

Use these free tools and especially the data as the hub of your Internet

marketing explosion in 2011!

CASE STUDY CHANNELS KEYWORDS

The Dover Children’s Home wanted a content management system with the capability to update their site in-house and a quick way to accept donations online. Online eBusiness Solutions provided the nonprofit with a web design that captured the essence of the organization’s 117 year history and an easy to update CMS with Wordpress.

Web 2.0 Word Press CMS Flash Social Media

Dover Children’s Home

GOOD MARKETING COMPANIES

Good marketing companies like Online eBusiness Solutions know where to promote great products and

services. Like farmers we chart the most fertile places for growth. These channels are endless tools for

planting keywords with links:

Your website (Web 2.0), Pay Per Click Advertising, Discussion boards, Search Engine Local

Sections, Comment Areas, Link Exchange, Blogs, Social Media, Domain Names, Content

Writing, RSS Feeds, Email, Site Maps, Images and Video.

SEVERAL MORE THINGS…

1. Understand Your Target Audience and the stage of the

sales cycle

2. Identify less saturated keywords that deliver a high

degree of participation

3. Know what the key performance indicators on your site are; bounce rates, engagement time,

info requests, subscriptions leads to sales (Web Analytics)

4. Bottom line: The sales conversion (from a browser to your customer)

THE THREE C’s OF ONLINE MARKETING Back in March I was summoned to an asset management company in Boston to discuss marketing ideas.

I prepared a 45 minute presentation that described several solutions to significantly promote brands

and services online. We started with the three C’s of Search Engine Marketing:

1. Comprehensive – details in the planning process from start to finish, all of the FREE

effective Internet tools like Social Media, Analytics, Google Webtools, Email, Keywords should

be utilized as well as the full arsenal of proven Internet tools

2. Consistent – incorporate a sustained plan that continues as scheduled without fail except to

tweak and factor in data results

3. Concerted Effort – at the very least the marketing campaign should be executed like an

orchestra with 90 instruments playing one piece…

When a farmer starts to plant all of the conditions to bring a maximum return are utilized i.e. weather,

GPS Technology, equipment and other innovations. Successful marketing campaigns utilize powerful

marketing channels as well as tremendous enthusiasm.

Enormous market penetration can be achieved in 3 – 6 months based on the three C’s, because Internet

marketing objectives that are comprehensive and utilize all of the low cost marketing tools in the

treasure chest offer a very potent weapon.

Every relevant tool should be brought into the equation. The more interactive

channels in your arsenal the better:

Email and Direct Mail

Press Release Services

RSS

Web 2.0

Social Media

Ad Campaigns

Video

Mobile Texting…

When you have the master plan you must consistently monitor the data from Analytics, follow-up with

potential clients that took the time to respond, tweak and re-tweak while having a built in plan to

provide updates on time-sensitive stages in the marketing plan.

Implement your plan in a concerted effort. Ensure that all of the instruments are playing in unison. The

right and left hands might have different tactical objectives but they should work towards the same end

result to save time and money.

Farmers use the best practice and proven methods to create the most innovative results. With the right

Keywords and marketing themes your PPC campaign presents a fast strategic advantage over

competitors with more recognized brands and bottomless budgets. PPC significantly levels the cyber

playing field.

CASE STUDY CHANNELS KEYWORDS

Boston based Transit Oriented Development (TOD) Consultant wanted to expand their reach beyond the NE Region. Online eBusiness Solutions established several channels. An aggressive AdWords campaign was directed to principals getting info on TOD Articles and RSS made it possible to generate articles in-house to optimize their search potential.

RSS AdWords Web 2.0 CMS Flash Social Media SEO Email

TOD News 2030 Transit Corridor Plan Dorsey Marc TOD fisherman's wharf "transit oriented development" hatch mott macdonald purple line maryland

1 in 5 businesses are

using social media Small Business Success Index Report December 2009 Survey of 500

ONLINE ADVERTISING I practically beg my customers to test online marketing and when I show them the analytics even after

the $75 introductory offer they’re usually sold on its potential because it simply works.

With the transformation of Pay Per Click Advertising and its ease of use I am more enthusiastic about

telling my clients about its potential not just as a promotional tool but as a legitimate game changer.

In this day and age it is inconceivable to have a comprehensive marketing

campaign without Pay Per Click Advertising.

Case Study Channels Keywords

A Seacoast Realtor needed an interactive solution to allow customers to browse the entire list of New Hampshire and Maine commercial, residential and multifamily units for sale. Online eBusiness Solutions provided a scalable solution that gives browsers the ability to search up to minute properties for sale and valuable market snapshot information at the click of the mouse. OeBS also advised on strategically utilizing SEO and Social Media to promote brand identity.

My SQL Web 2.0 Social Media SEO

Successful retail types around the country already know the power of implementing PPC Campaigns.

Indeed there’s a science behind using web stats and analytics to gauge their marketing campaigns.

Competition and the potential for greater profits have forced the top search engines and websites to

streamline online advertising to make it more customizable and easy to use. I stress to my clients not to

mistake the ease of use with the planning needed to make the PPC campaign a true success.

SEVERAL BENEFITS OF PPC

You set your own budget

Strong measurable customer conversion tracking with analytics

You target your demographic, age, region, country and time zone

Detailed and ready reports at the click of a mouse

Gets you to the top of the search heap

Endless content exposure in news articles, video, search engine results page (SERP), RSS,

Blogs, Email and the list goes on…

Very low cost advertising in top dailies and other online publications around the country …

THINK ABOUT THIS:

Major Newspaper Dailies are going out of business because of the decline in ad revenue due to PPC

Advertising. Google AdWords recorded $23 Billion in 2009. This means 2011 will be an even better year

because advertisers have learned there’s a huge potential for untapped market penetration.

Keep in mind: With Google AdWords the higher your Quality Score the lower the cost of the click!

Google Quality Scores are assigned to keywords based on several dynamic factors:

1. Historic Click Through Ratio

2. Account History with Google

3. Relevance of keywords to the text in your ad

4. Quality of the landing page after a browser clicks the ad

CASE STUDY CHANNELS KEYWORDS

Student housing investors with properties throughout the east coast needed market penetration near the Marshall University and University of New Hampshire Campuses. We were able to DOUBLE MARKET PENETRATION AND ACHIEVE 100% OCCUPANCY by launching a spring break promotion utilizing Mobile texting and allowing 700 residents to participate for the ultimate Spring Break Giveaway Vacation.

Mobile Texting RSS AdWords Web 2.0 Social Media SEO Email

Apartments UNH Durham NH Apartments Main Street Apartments Durham NH UNH Off Campus Apartments

FIVE MUST DO’s FOR 2011

1. Analytics - implement a program to utilize marketing data in your

overall marketing strategy. Understanding key performance indicators

saves thousands in marketing costs.

2. Mobile Marketing Plan - your target audience can’t

carry desktops and laptops around everywhere, but every one of them have a cell phones and Smartphones. Develop a mobile marketing strategy for 2011.

3. Online Advertising – unleash the power of a textual,

banner and rich media ad appeals directly to decision makers and potential clients of your target audience.

4. Consultation – don’t let confusion stand in the way of progress,

call a consultant to understand strategic marketing plans that maximize the return on your investment: Call 1-800-742-0169 to receive a free evaluation today

5. Enthusiasm – Be excited about the limitless possibilities of the

Internet and carry it into your marketing goals for 2011

Notes:

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Farming A Marketing Explosion In 2011 Online eBusiness Solutions Vern Nicholson, Principal PO Box 1294 Dover, NH 03820 Phone: 603 842 2536 Toll free: 1 800 742 0169 Email: info@oebs.us Online: www.oebs.us

Connect with me @ http://www.linkedin.com/in/vernnicholson

© 2010 Online eBusiness Solutions, a registered trade name and a legally active business since 11/28/2005, Business ID 548057