cutting edge marketing for local businesses

Cutting Edge Marketingfor Local Businesses

Edward Niu510-592-4351

edward@ilnenterprises.comText EDNIU to 72727

What We’ll Cover Today... Is Online Marketing Right for Your Business?

Pros and Cons of Traditional vs. Online Marketing.

How to Build Your Online Marketing Plan

The Four Pillars of Online Marketing

How to Choose the Best Method to Market Your Business Online

Big List of Resources

Action Plan

Online Marketing For You?

If you have a product or service to sell…

YES! We do need to decide on the type of

online marketing though…

Why…

Why…

43% of all searches on Google are related to searches for local services or businesses

97% of consumers use the Internet to find and research products or services in their local area

82% of people performing an online local search follow-up via an online inquiry, phone call or visit to an offline local business.

Pros & Cons of Online

Pros More people turning

to online sources Measurable ROI Make sales while you

sleep Diversity of marketing

methods DIY possible Keep ‘em Coming Back

Cons Seems Technical? “One More Thing To

Worry About” Expensive? Web Presence Needed

What’s The Plan?

1. Attract More Customers

2. Have Existing Customers Buy More

Which ones though? Aim for high-end BUYERS.

What’s Your Market

Who’s Your Typical Customer? Who’s Your Ideal Customer? What would they search for online? What “keywords” would they use?

KEYWORD: The word or phrase that someone types into a search engine in order to find information related to it.

Market Research

Find the Keywords for Your Business… Google Adwords Tool Free Wordtracker Alexa

Competitive Research

Find out what your competition is doing… Quantcast.com Compete.com Alexa.com Spyfu.com KeywordSpy.com

The Sales Funnel

Lead MagnetFollowup

Or Sale

Build RelationshipTraffic

: Take & Analyze Metrics

Traffic – 4 Major Sources

Paid Traffic Organic Traffic, i.e. “Free” Traffic Social Media/Social Networking Mobile

The Sales Funnel

Lead MagnetFollowup

Or Sale

Build RelationshipTraffic

: Take & Analyze Metrics

Lead Magnet

Freemium Model:Provide Valuable Content for Free in order to gain contact information & build relationship

Landing Page:Webpage whereby incoming Traffic of Visitors are directed. Should FOCUS on one primary goal.

The Sales Funnel

Lead MagnetFollowup

Or Sale

Build RelationshipTraffic

: Take & Analyze Metrics

How to Follow Up Email & Autoresponder (Aweber,

MailChimp, ConstantContact) Social Networking (Facebook,

Twitter, Linkedin, Google+, Pinterest) Video (YouTube, Screen Capture) SMS Text Blog Phone Direct Mail (sendoutcards.com)

Building the RelationshipThe Fortune is in the FollowupMake a Friend, Make a Sale

KNOWLIKETRUST

Sample Sales Funnel

The Sales Funnel

Lead MagnetFollowup

Or Sale

Build RelationshipTraffic

: Take & Analyze Metrics

Tracking & Analytics

Simple Method: Tell your staff to write down where people came from

Google Analytics Link tracking - Pretty Link, Aweber Full Sales Funnel Systems

Infusionsoft & ComF5

Traffic – 4 Major Sources

Paid Traffic Organic Traffic, i.e. “Free” Traffic Social Media/Social Networking Mobile

Which Traffic Method?

Very Individual ChoiceQuestions to Ask:1. What’s the purpose of my marketing?2. How much is my marketing budget?3. How much time can I spend?4. Should I outsource the work?5. How should I build my customer

relationship?

My Recommendation

Paid Traffic First Test your landing page & lead magnet Once you know it’s good, drive more

traffic & improve conversions (split test)

Pick retention marketing method as well Email or text works in most cases

Pay Per Click

At the top & right of the search engine results pages (Google, Yahoo, & Bing)

Embedded into websites Should be labeled as an Ad (or

Sponsored Ad) Facebook has Ads too

Pay Per View

Cost Per Media (Impression) aka CPM Cost per 1000 impressions Can get super low cost per click values

Adware With the installation of free software like a

toolbar or game Displays targets ads

Search Engine Optimization SEO is the art of “optimizing” the ranking of a

website by fully complying with the search engine algorithms.

Two types: On-page and off-page SEO On-page: What can be changed on the website Off-page: Increasing the number of quality links

back to the website designated for SEO

HomePage http://

HomePage.com

AuthoritySite

“Backlink”

SEO: Where to Get Links

Bookmarking Sites Article Directories Press Releases Video Sites Forums Blogs Social Networks Local Directories Software Directories

Look for highly ranked Sites for backlinks

Highlight Keywords in your backlinks

Don’t Link Spam

Local Search Marketing

Microsoft stated that 53% of its mobile searches have local intent.

Local Search Marketing boosts the likelihood that local online searchers find your business

Google Maps, Bing Business Portal, Yahoo Local Mobile-Ready Websites Claiming or Creating Local Directory Pages Getting Customer Reviews Online

Social Media Marketing

Social Networking and Social Media are HUGE portals to massive audiences

Facebook, Twitter, LinkedIn, Craigslist All of these sites offer different marketing

capabilities Some of Better than Others for certain industries Good to Have a Presence Everywhere

What is Mobile Marketing?

According to the Mobile Marketing Association, mobile marketing is:

“a set of practices that enable organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.”

Don’t Leave Home Without

Mobile Marketing Methods

QR Codes SMS Text Marketing Mobile-Ready Websites

Mobile Ads Social Mobile Location-

Based Services Mobile Apps

Some Thoughts… Marketing is more about being “Top of

Mind” and “Exbranding” Your Business More Exposure Points Multiple Platforms – Mobile &

Online Use Your Imagination

Not confined to just a website anymore

Ask How, not If Combine Technologies

Action PlanCustomers are searching for your business right now!1. Decide to use online

marketing in your overall marketing plan

2. Do Your Market Research

3. Start with ONE online marketing method4. Sketch out your sales funnel5. Determine your metrics (success/failure)6. Do It Before Your Competition Does

Bonuses

Plus: Ed Niu’s Big List of Resources

Q & A

Edward NiuText EDNIU to 72727510-592-4351edward@ilnenterprises.comFacebook.com/edniuLinkedIn.com/in/edwardniu