cutting edge marketing for local businesses
TRANSCRIPT
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
