Transcript Document 7137877

Internet Marketing for Small Business
HOW TO USE THE INTERNET TO HELP
PROSPECTS FIND YOUR BUSINESS AND
CONVERT MORE VISITORS INTO PAYING
CUSTOMERS
Site Construction
Setup Process
 Secure and register a domain name
(.com,.biz,.org) – nominal fee.
 Be consistent with the Web domain and email
address (naming)
 Find an Internet Service Provider to host the site
(e.g., www.godaddy.com)
 If its in your budget, hire a Web design firm (
$3,000 -$10,000)
Web Site Basics
Your Web site should:
 Deliver on what it promises
 Load quickly
 Present easy-to-find contact information
 Be frequently updated
Content Basics
 Use a company directory – include real person’s
address for customer support
 Provide product and service background Info –
position information throughout the site
 Include FAQs – answers to common questions that
customers will ask
Web Ready
Search Engines Drive Traffic
 List with search engines - start with the
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DirectoryGuide (www.directoryguide.com)
Use META Tags – content descriptors embedded in
coding on Web site pages.
Put Keywords in Titles and Tags
Resubmit regularly to search engines
Get as many sites as possible to link to your site.
Questions To Ask Regularly
 What are my visitors doing on the Web site?
(Content)
 How are they getting to my website? (Referrals,
Keywords, Traditional Marketing)
 Is my message and/or ad hitting the mark? (Bounce
or Exit Rate)
 Who are my visitors? (Network Names, Geography)
Social Impact
The Internet Changed How We Buy
 Buyers start
98% Search in
Google
purchasing
process in
search
engines
Source: Marketing Sherpa
Changes in Purchasing Behavior
 When was the last time when you were
considering making a purchase over $1000
that you did the following?
 Used
the yellow pages
 Got on a plane to go to a trade show
 Responded to a print advertisement
 Responded to a direct mail advertisement
 Called a 800 number from a brochure
New Rules of Marketing
 Get Found by Qualified Prospects
 Search Engines
 Blogosphere
 Social Media
 Convert Prospects to Customers
 Landing Pages
 Lead Intelligence
 Marketing Analytics
Marketing Redefined
Marketing With The Blinders Off
Outbound Marketing
Inbound Marketing
• Inside Sales
• Telemarketing
• Tradeshows
• Seminars
• Print Advertising
• Direct mail/email
• SEO
• Pay per click
• Blogging / Blogosphere
• Social Media / Buzz
• Targeted Landing Pages
• Marketing Analytics
Marketing Effectiveness
Outbound Marketing
• Low response rate (1-5%)
• Expensive / Wasteful
• Becoming more difficult
• “Interruption” based
Inbound Marketing
• High response rate (20-50%)
• Low cost / High ROI
• Wide open playing field
• “Permission” based
Promotion Among Local Portal Sites
Apply for inclusion in:
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Internet Yellow Pages
Nationally-Based City Guides
Newspaper-Based Guides
Other Locally-Based City Guides
Search Engine Local Portals
Additional Promotional Tools
 Blog – add Google Adwords and Adsense
 Add RSS "Really Simple Syndication”
 Digg – Preferred content selected by Internet users
 Squidoo – create pages and promote them
 Del.ici.ous - Social bookmarking service
 StumbleUpon – Member selected Web sites
 Yahoo Buzz – Digg knockoff for news content
 Twitter – “What are you doing now?” in 140
characters or less
Maximizing a Blog’s Influence
 Create an Ongoing Conversation
 Content is King
 Use a Call to Action
 Signup for a Newsletter
 Stay Informed (Coupons & Offers)
Leverage these to generate interest and traffic
 DIGG
 FlickR
 Guest Comment
 Invite Contributors
Internet ROI Metrics
 Number of new accounts
 Number of repeat purchases
 Percentage of customers accessing the site
 Cost per qualified lead
 Gains in sales and profits
 Impact on productivity, loyalty, and turnover
 Time savings
 Reduced costs (phone, postage, literature, market
research, support)
Google Adwords
Process Flow from Search to Lead
2. User clicks on an
ad and gets cookie
3. User browses website
and takes an action
(purchase, sign-up, etc.)
1. User searches
on Google
Select Web Pages Contain forms where information is captured
Shopping Web Page
Cookies are issued to site visitors; navigation behavior is tracked
Check-out Web Page
5. Advertiser’s account is
updated with a conversion
4. User reaches the
‘Thank You’ page, cookie
is detected and image is
displayed
Thank You Page
Conversion Metrics
Based on Search Engine Optimization, Frequency and Keyword Selection
Google’s Conversion Tracking tool enables marketers to track conversions
from Google ads: sales, leads, downloads, time spent, etc
Web Site Analytics and Assessment
 Audit your site for competitiveness (Web Grader)
 Analytics: Sign up for Google Analytics
Metric
MY COMPANY
Competitor 1
Competitor 2
Website Grade (Overall)
10,000
8,000
7,000
Alexa (Traffic)
11,200
9,203
6,200
Google Page Rank (SEO)
8,000
7,000
4,000
Use www.WebsiteGrader.com and show
your current situation against your
competition on a couple relevant metrics.