web based marketing 2014

Effective Web-Based MarketingFor Small Businesses

Feb. 25, 2014

OhioBusinessHelp.comOhioBusinessHelp.comBusiness and Leadership CoachingBusiness and Leadership Coaching

937-985-0481937-985-0481

Art Helmstetter Founder, B2Blanner Ltd.

• Experience: Business Marketing and Sales Strategic Planning Service business Development

• Owner/partner in 3 small businesses • Grew two businesses from 0 to $25 million

• 35 years - business & management experience

• Education and Registration: MBA, BS & MS Engineering, Professional Engineer

• Marketing 101• Where digital marketing fits • Elements of digital marketing

• Planning a website• Building a website• Search Engine Optimization• Use of Social Media

• Next Steps

Workshop OverviewWorkshop Overview

Marketing 101Marketing 101

Your business plan MUST answer these questions and define HOW you will do it.

Who You Sell To?

How You Beat the Competition?

How You Make Profit

Defines WHERE you market(audience)

States your UNIQUENESS forYour “marketing message”

(message)Determines what you areselling and at what price.

(offer)

Marketing and the Marketing and the Role of Digital MarketingRole of Digital Marketing

Mass Media TV, Radio, Print Digital and Web Based Location & Face to Face Promotions & Packaging

Use Both Inbound and Use Both Inbound and Outbound MarketingOutbound Marketing

Cost Per Impression of Cost Per Impression of AdvertisingAdvertising

Source: Chris R. Keller, Profitworks.com

Why Digital is Important?Why Digital is Important?

Where You Need to Be Where You Need to Be In DigitalIn Digital

7 Reasons Small 7 Reasons Small Companies Love OnlineCompanies Love Online

1. It is low cost

2. It can be highly targeted (audience)

3. Results are easily measurable

4. Quality is economical – you look BIG

5. It is real time

6. It is scalable to (millions)

7. It can be one-to-one and personal

The Web Fits between Mass The Web Fits between Mass Media and Face to face ContactMedia and Face to face Contact

• Small Businesses can use the Web to capture some of the benefits of personal contact, yet avoid some of the costs inherent in FTF customer management

Your Website is the hubYour Website is the hubof your marketing planof your marketing plan

STEP 1. Website STEP 1. Website DevelopmentDevelopment

• Planning for the Site

• Acquiring the Site

• Website Optimization

• Social Media

Decide Your Site’s PurposeDecide Your Site’s Purpose

Typical uses:• Build awareness of your brand and products

online brochure

• Distribute information that saves staff resources hours, location, services

• Build relationships and get visitor identity information

offer a newsletter or free report in exchange for an email address

Provide social media buttons for twitter, Facebook etc.

• Perform e-commerce, sell and deliver product/service

Consider Your Audience(s)Consider Your Audience(s)

You first think of:• Existing customers• Potential customers

But there will be:• Competitors• Vendors• Potential lenders • Potential investors• Potential

employees• Existing employees• Press

Build A “Responsive” SiteBuild A “Responsive” Site

A responsive site displays well on mobile devices like phones and tablets – example not responsive

Step 2. Website AcquisitionStep 2. Website Acquisition




• Social Media

Domain Name Domain Name

• What is a Domain Name?• What Domain Name should I get?

Company Name if well known Include Keyword Phrases - function, location,

etc.• Where to go to RENT domain name

Any Internet Service Provider (ISP) register.com godaddy.com

• Need a hosting ISP to house your site Own this process!

findmyhosting.comfindmyhosting.com

One of the comparison tools to assist in selecting your host: findmyhosting.com

Building The WebsiteBuilding The Website

Do it yourself (DIY) Can I spare the time Do I have the skills? Can I get affordable training? Do I want control of my website?

Hire a website developer Do I have the money to hire someone? Am I okay with having someone else in control?

Do It Yourself ?Do It Yourself ?

Pros• You control your website

Frequency of Updates Speed of updates Ensure Content

• Less Expensive• You don’t have to rely on

someone else’s schedule.

Cons• Takes time to update• The learning curve• You may not get the best

features

If You Hire A DeveloperIf You Hire A Developer

• Have a signed contract– Retain ownership of domain name – Own all content (copyright)– Where applicable own the code (assignment)– Pay as work progresses (progress payments)

• Stay involved and meet frequently

Web Build StrategyWeb Build Strategy

Start Package$$

Enterprise Package$$$$$$$$

Intermediate Package$$$$

Home Home Home

Website Building CostsWebsite Building Costs

• One time costs – Front End Web site creation/setup Graphics, photos Domain name(s), building client databases (your time) for site content development

• Recurring operating costs - Ongoing Hosting Maintenance/modifications Web site management (you or your delegate)

Estimated Front End Costs Estimated Front End Costs

• Custom developed website• $1,500 to $7,000• 20 – 100+ hours of your time

• Developer site using a website builder• $500-$1200• 40 – 100+ hours of your time

• Do it yourself website (DIY):• $300-500• 50 - 200+ hours of your time

Ongoing CostsOngoing Costs

Domain Name Rental $8-$30 (annually)

Hosting Service $5-$200 (monthly)

Site Maintenance $0-$500 (monthly)

Search Engine Listings $0-$2000 (annually)

$100 - $2,000 per year

Have your products professionally photographed.or … buy professional stock photos:

www.istockphoto.comwww.photodisc.comwww.corbis.comwww.gettyimages.com

Use Professional Images Use Professional Images

Remember copyright laws apply to the internet

Example Template for Example Template for WordpressWordpress

Website OptimizationWebsite Optimization




• Social Media

People click in the organic results 75% of the time!

Organic vs. Paid ResultsOrganic vs. Paid Results

How They Rank YouHow They Rank You

Over 85% of web searches are done on Google

Search Engine “crawlers” index site content like a library index to find the best key word matches

Google’s method to rank listings is Top Secret !

Ranking Factors include: “Freshness” of the site content Publishing media, blogs, social media, etc. Key word match to site content or name Site traffic volume Links to and from the site

Key Words for Organic ResultsKey Words for Organic Results

Use keywords that describe your products/services

Use keywords that indicate where you do business

Optimize keyword phrases within your site that have a higher a number of searches. (see analytics)

Review your competition’s online presence. Look at the top 10 sites (check out keyword phrases, etc)

Look at the number of listings for searched keywords on Google. Stay away if more than 5 million

85% of searches are 2 words or more.

You Have 60 SecondsYou Have 60 Seconds……

You have LESS than a minute to engage a visitor

5-10 seconds Decide if you do what they are looking for

5-10 seconds Navigate to find details about what they are looking for

20-30 seconds Compare and evaluate your information, services, products, case studies, etc.

5-10 seconds to Convert (find a phone number, complete a form, link to email, bookmark etc.)

Maintenance TasksMaintenance Tasks

• Content management Change 15-20% of site content per month

• Site maintenance Avoid “linkrot” – check each link monthly Analyze traffic (hits by day/week/month, etc.)

• Client feedback Use a separate website related email address Respond daily!

With Google Analytics You Can MEASURE YOUR RESULTS

Analytics DashboardAnalytics Dashboard

You Can See How People Use Your Site

Use FREE Google ToolsUse FREE Google Tools

Google Analytics – captures information about the way users behave on your site. (www.google.com/analytics)Google Adword KeywordsSubmit site to Google Index (new site)Create a free Google and Yahoo Local Listing – and get reviewsGet Reviews and create offers on Google Local/Maps

Optimize Results through Optimize Results through Directories and Link BuildingDirectories and Link Building

Submit your website to free submission directories and create a profile:

Google -http://www.Google.com/LocalBusinessCenter

YahooBINGYelpMerchant Circle

Use Yext to check your status: www.yext.com

Link your site to other sites:Trade organizationsGroups in your industry through social media

Get Reviews Get Reviews

EmailEmail

• Get contact information – website, social media, advertising

• Manage email campaigns- http://email-marketing-service-review.toptenreviews.com/

• Obey anti-spam laws• ALWAYS send useful information and promotions• Integrate with other marketing• Services – Constant Contact, Mail Chimp, etc.

When ToWhen To Pay Pay The Other 25% of SearchesThe Other 25% of Searches

Paid listings and ads increase your traffic

Google adwords piggybacks on searches

– You can target who and where to show your ad

– You “pay per click” from $.10 to $1

– Google Express ads are effective but cost $3-$10

Source: Chris R. Keller, Profitworks.com

Social Media MarketingSocial Media Marketing




• Social Media

Digital MarketingDigital Marketing Interactions Interactions

Get Social With Get Social With MediaMedia

What is Social Media? What is Social Media?

• Social Media are Web Sites and online forums that allow people and businesses to interact

• Places – Facebook, LinkedIn, Twitter, Blogs, etc.

• Content - Words, Pictures, Videos, Music, Apps

• Purpose - Business Application, interests

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Why Use Social Media?Why Use Social Media?

• Search Engines (Google) Love Social Media and Blogs (Google +)

• Drives traffic to your website or business

• People use the web to get more of their information

• It replaces personal “word of mouth” marketing

• People trust referrals from friends

• You stay in touch with customers

• It is informal and relaxed, people are open and receptive to your message/branding

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Match Social Media To Match Social Media To Your Marketing PlanYour Marketing Plan

Marketing Create awarenessNeed identificationSource discovery

SalesCreate purchase preferenceTrust

ServiceMeeting customer expectationsReceiving complaints

Marketing(Awareness)

Sales(Action)

Service(CRM)

• Be helpful and conversational (SOCIAL)• Respond to inquiries promptly• Focus on areas related to your business

– Tips on how to save money or time• Provide RELEVANT and interesting content• Make it brief, timely, current• Focus on one place at a time• Set up a business page

Social Media Etiquette Social Media Etiquette

The Social Big Three + 2The Social Big Three + 2

50

– (www.linkedin.com) B2B (270 MM)• Business Professionals, Male

– (www.facebook.com) B2C (1.4 billion)• Females 18-29

– (www.twitter.com) B2B & B2C (230 MM)• Urban 18-29

- (www.google.com) B2B & B2C (600 MM)

• Strongest Search Engine Impact

- (www.pinterest.com) B2C (70 MM)• Women under 50

Facebook Business PageFacebook Business Pagehttps://www.facebook.com/business/buildhttps://www.facebook.com/business/build

Google Plus PageGoogle Plus Page

Linked In Company PageLinked In Company Page

Rules of Social Rules of Social EngagementEngagement

– Protect your privacy• Birth Date, Maiden Name, Home Address

– Account Setup • Employees access? • Keep Track of logins

– Think before you post/link/friend/tweet• Customers?• Competitors?

– Pick One, Get Really Good, Move On

Optimizing for GoogleOptimizing for Google

Set Up a Google account – Index your new site

– Set analytics up for your site

– Create a Google+ page and create a business page

– Register as an author and link to your site and google+ page

https://plus.google.com/authorship– Get Google reviews

– Start a google blog and link to your google+ page

http://www.blogger.com

Content is King Content is King In Online MarketingIn Online Marketing

How can you get good content?– Do it yourself

– Use other people’s (with attribution & links)• Applicable to your business or location

• Especially if there is good media

– Leverage your best content• An ebook or article -> Blog -> Post -> Twitter

– Events • Publicity• Photos• Videos• Posts – from attendees

Events create great Events create great content for marketingcontent for marketing

Three Things to Do TodayThree Things to Do Today

• Write down the marketing message that makes you unique and states your offer

• Define the audience that you are targeting

• Select the media that reaches your audience

Then Get Started Using These Tools

If You Need More Help

Contact Us to Integrate Your Online MarketingWith Your Business Strategy

OrTo Develop Your Business Model

www.OhioBusinessHelp.com/contact

[email protected]

www.linkedin.com/in/arthelmstetter