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This informative presentation sizes up the internet and shows how with a solid strategy, effective execution and monitoring of key metrics, small businesses can exceed and excel at online marketing.
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How to Get Started withOnline MarketingSteve Hartley, Managing Partner
Presentation Overview
CREATING A STRATEGY
BUILDING YOURPLATFORM
MEASURINGYOUR SUCCESS
The History of Sales & Marketing
Jean-Baptiste Alphonse Karr(1808 – 1890)
“Plus ça change, plus c’estla même chose”
(The more things change,the more they stay the same)
Sizing the Internet Up
2.99 billionInternet users
1.09 billionwebsites
92.89%of Canadians have access
to the Internet
$1.5 trillionExpected 2014 B2C online sales
Sizing the Internet UpIn the 30 minutes this presentation is expected to take, there will be:
82,683,000 Google searches 4,214,806,200 emails sent
162,055,800 YouTubevideos viewed
14,135,400 tweets sent 76,391 blog posts published
Creating YourOnline Marketing Strategy
The Essence of Online Marketing
Visibility+
Credibility
=PROFITABILITY
•Who
•What
•When
The Five W’s (and One H) of Selling
•Where
•Why
•How
The Golden Circle
HOW
WHAT
WHY
Concept originally presented in Start With Why by Simon Sinek
The Inverted Triangles of Selling
WHY
HOW
WHAT
IMPORTANCE OPPORTUNITY
Identifying Your Buyer
Things you want to know about your buyer:
1. Background2. Demographics3. Identifiers4. Goals5. Challenges6. How You Can Help7. Real Quotes8. Common Objections9. Marketing Message10. Elevator Pitch
Where Do Your Buyers Hang Out?
Map Your Sales Process …
… and understand where your online marketing fits in.
DISCOVERY VALIDATIONSELECTIONRESEARCH ENGAGEMENT
Building yourOnline Marketing Platform
Google 101
SERVICESABOUT CONTACT
HOME
RENOS
FLOORING
Google 101
o Interior designo Colour selectiono Home renovationso Office renovationso Kitchen renovationso Bathroom renovations
o Best colours for a happy officeo Basement finishing ideas
Choosing the right flooring for an office
o Choosing the right flooring
Your Website – A Solid Foundation
Clean interface, deliver yourkey message quickly and concisely
Keep Google happy!
Make your website look goodon mobile devices
Register your business onGoogle places
Social Media & Visibility
Where does your buyer hang out?
Converse, don’t broadcast!
Pay-Per-Click & Visibility
Pay Per Click ads
Google BusinessPlaces ads – free!
Content Marketing & Credibility
15 Things That’llShock You AboutContent Marketing
o Blogso Ebookso Tip sheetso Checklistso Client case studieso Whitepaperso Email newsletters
Build credibility Lead generation?
Metrics & Analytics
Metrics
Embed tracking code in the code ofyour website to start Googletracking your website traffic, visitorbehavior and much more.
Most common metrics to track:o Pageviewso Sessionso Bounce rateo Locationso Device type
Steve Hartley, Managing PartnerPhone: (905) 456 – 4606 X230
Cell: (905) 867 – 5998Email: steve.hartley@sparkitects.com
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