how to market your small business (on the web)

www.Vectec.org151 Enterprise DriveNewport News, Virginia 23603

Tel: 757-243-8700Fax: 757-243-8701Email: [email protected]

How to Market Your Small Business

(on the web)

David HoegermanOctober 2010

http://www.vectec.org/



Overview1) Marketing Strategies

2) Email Marketing

3) Search Engine Optimization

4) Social Networking

5) Resources & Monitoring Metrics




Overview 2.01) Marketing Strategies Basics

2) Email Database Marketing

3) Search Engine Optimization Marketing

4) Social Networking Web 2.0

5) Resources & Monitoring Metrics




Marketing Strategies Marketing Basics




Branding vs.

Direct Marketing

• Branding aims to build awareness or create an image so that when the time comes for a consumer to make a purchase, the brand is considered.

• Direct marketing aims to obtain an immediate response




Integrated Marketing Communications

• Carefully integrating the company’s many communication channels to deliver a clear, consistent, and compelling message.




Market Segmentation

• Process of identifying specific purchasing groups based upon their needs, attitudes and interests.




Email MarketingDatabase Marketing




Database Marketing

• Email Marketing - promotion of products or services via email.

• Spam - sending unsolicited bulk messages indiscriminately.

• Email Blast - electronic mailing, sent all at once to a large mailing list.

• Database Marketing - form of direct marketing using databases of customers or potential customers to generate personalized communications




Database Marketing

• List Segmentation – division on your customer and prospect lists into similar groups

– Demographic– Geographic– Behavior– Purchase history




Customized Emails

• Barnes & Noble

Textbooks marketed to students

“New from an author you know”




Customized Emails & Mailings

• Red Cross Donor Profile: Me– Demographic & geographic– Donation record & blood type

• Targeted Communications– O Pos Double Red– Timed to coincide with optimal donation schedule– Informs of drives near my home that offer the

services I use.




Customized Emails

• Williamsburg Travel

– Customers within 3 hour drive time receive offers and announcements for weekend getaways and special events

– Customers farther than 3 hours away are marketed to with incentives for family vacations

– Customers with children are shown different promotions




Search Engine Optimization Search Engine Marketing




Optimization

• Search engines scan a page and analyze it for important information

• Quality and Relevance• Links• Content• Site Architecture




Relevance

• Title• Headline• Links• Content• File name




Sponsored Search

• All major search engines allow advertisers to purchase ads

• Segmented by– Search Query– Geographic– Demographics

• adwords.google.com• advertising.microsoft.com


http://adwords.google.com/

http://advertising.microsoft.com/



Vertical Search

• Local Listings• Real Estate• Products• News




Putting it Together




Social NetworkingWeb 2.0




Web 2.0

• Web 2.0 - is commonly associated with web applications that facilitate interactive information sharing, interoperability, user-centered design, and collaboration on the World Wide Web (Wikipedia)

• In a nutshell… user generated content and networking




Web 2.0 “Technographics”

www.Vectec.org/technographics


http://www.vectec.org/technographics



Web 2.0

• Social Networking– Facebook– Twitter

• User generated content– Testimonials and reviews– Comments– Forums– Blogs




Monitoring Metrics




Metrics

• This may seem self evident, but monitoring customer behavior does us no good in and of itself

• Actionable Data– What goes right? (Repeat and Capitalize)– What goes wrong? (Fix or Eliminate) – Eliminate the guess work by tracking marketing efforts.– Maximize your revenue and ROI.




“Regular” Stats Programs

• 30 day visitor tracking

Can give track number of hits and visitors as well as some navigational and referral data.




Aggregated Tracking

• Tracking Key Performance Indicators on overall site usage gives us general trend information– “we have more visitors this month than last”– “visitors are spending more time on our site”– “the most popular area of the site is _____”




Advanced Tracking• Most professional reporting packages track sales,

conversions, and advertising campaigns in much greater detail.

• Can track a visitor over the course of years.

• Better information gives the business owner the ability to make better decisions.




Segmentation Tools

• With reports that allow greater segmentation, we can focus on characteristics of core customers




Goal Tracking

• Many analytical programs allow site owners to customize goal tracking.• Segmented by source for ROI Analysis• Segmented by keyword




Goal Tracking

• Many analytical programs allow site owners to customize goal tracking.

• Segmented by source• Goal Funnel Analysis




Metrics

• www.omniture.com

• www.google.com/analytics


http://www.omniture.com/

http://www.google.com/analytics/



Questions

CONTACT INFO:David Hoegerman

[email protected]




Resources

• www.omniture.com• www.google.com/analytics

• adwords.google.com• advertising.microsoft.com

• www.vectec.org/resources


http://www.omniture.com/

http://www.google.com/analytics

http://adwords.google.com/

http://advertising.microsoft.com/

http://www.vectec.org/resources



Supplemental Information

• I’ve included many slides showing examples of how some content is “optimized” for search engines. The process involves making minor revisions to content to ensure keywords are included and adding links to other pages within the text.




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how to market your small business (on the web)

Documents

email database marketing

marketing strategies

strategies marketing

database marketing form

direct marketingbranding

social networking web

potential customers

databases of customers