Web Based Marketing

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and furious . . .

Welcome . . .Dayton SCORE Workshop

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Whether you are winning in business,

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valuable business educational

workshops like this . . .

Introduction To Web Based Marketing


• Hear About SCORE

• Hear About This Event

• Please Sign-in

• Pick-up a handout package

• Name-tag/table Tent

• Pick-up applicable brochures

• Turn off cell phones

• Engage in the session

• Restroom Break (if needed)

• Seminar Evaluation

Workshop Guidelines


Business Side Experience•40+ years of business experience

•Expertise in

Information Technology

Strategic Planning

Program Management

Internet and Intranet Design

•Education

BS Engineering

MS Logistics Management

Bob Carlson


Art Helmstetter

• Experience: Business Marketing and Sales Strategic Planning Service business Development

• Started two small businesses • Grew two businesses from 0 to $25 million

• 35 years - business & management experience

• Education and Registration: MBA, BS & MS Engineering, Registered Professional Engineer


• Name

• Organization

• Position

• Subject Expertise

• Workshop Objectives

Name Tag or Table Tent

JohnABC CompanyVice President

Let’s Get Started

JohnABC CompanyVice President


Introduction to Web-Based Marketing

… 4 Steps to Low Cost Marketing


• Marketing 101• Where digital marketing fits • Elements of digital marketing

• Planning a website• Building a website• Search Engine Optimization• Use of Social Media

• Next Steps to Execution

Workshop OverviewWorkshop Overview


1. How digital marketing fits into your business

2. The ELEMENTS of digital marketing

3. The SPECIFIC purpose of your website

4. COST to create and maintain a website

5. How to ATTRACT CUSTOMERS to your website and ENGAGE CUSTOMERS

6. Including SOCIAL MEDIA in marketing

7. MEASURING PERFORMANCE of your digital marketing

What You Should LearnWhat You Should Learn


Marketing 101Marketing 101

Your business plan MUST answer these questions and define HOW you will do it.

Who You Sell To?

How You Beat Competition?

How You Make Profits?

If you don’t answer these questions, don’t bother


Marketing and the Marketing and the Role of Digital MarketingRole of Digital Marketing

Mass Media TV, Radio, Print Digital and Web Based Location & Face to Face Promotions & Packaging


Use Both Inbound and Use Both Inbound and Outbound MarketingOutbound Marketing


Interaction of methodsInteraction of methods

Integrate marketingelements


Digital Marketing is A Digital Marketing is A Numbers GameNumbers Game


Why Digital is Important?Why Digital is Important?


Where You Need to Be Where You Need to Be In DigitalIn Digital


Why Digital Is Good For Why Digital Is Good For Small CompaniesSmall Companies

1. It is low cost

2. It is scalable and national/global

3. Quality is economical – you look big

4. It can be highly targeted

5. It is real time

6. Results are easily measurable

7. It can be personal and one-to-one


The Web Fits between Mass The Web Fits between Mass Media and Face to face ContactMedia and Face to face Contact

• Companies can use the Web to capture some of the benefits of personal contact, yet avoid some of the costs inherent in FTF customer management

• Trust is often related to proximity


STEP 1. Putting The Pieces Putting The Pieces Together: Website DevelopmentTogether: Website Development

• Planning for the Site

• Acquiring the Site

• Website Optimization

• Social Media


Decide Your Site’s PurposeDecide Your Site’s Purpose

Typical uses:

• Build awareness of your brand and products online brochure

• Distribute information that saves staff resources hours, location, services

• Build relationships and get visitor identity information

offer a newsletter or free report in exchange for an email address

Provide social media buttons for twitter, Facebook etc.

• Perform e-commerce, sell and deliver product/service


Three Creation FunctionsThree Creation Functions

Designer Developer

Conceptualization – based on marketing planDetermine the message the site will conveyand the target audiences

Development – based on site’s purposeSets up the functionality of the websiteIncludes an ongoing activity to update functions

Design – based on marketing/sales plan

Sets up the artistic look and feelTypically only done at creation of site


The The UsersUsers

You first think of:• Existing customers• Potential customers

But there will be:• Competitors• Vendors• Potential lenders • Potential investors• Potential

employees• Existing employees• Press


Step 2. Step 2. Website AcquisitionWebsite Acquisition




• Social Media


Domain Name Domain Name

• What is a Domain Name?

• Take control of this process!

• What Domain Name should I get? Company Name if well known Include Keyword Phrases - function, location, etc.

• Where to go to RENT domain name Any Internet Service Provider (ISP) godaddy.com register.com

* Need a hosting ISP to house your site


findmyhosting.comfindmyhosting.com

One of the comparison tools to assist in selecting your host: findmyhosting.com


Hosting (ISP) OptionsHosting (ISP) Optionswww.hosting-review.com

Hosting and maintenance may be bundled as a monthly fee with the Site Builder options

Free sites:

BraveNet, FreeSite, Googlesites

Often place ads on your site.

Low cost hosting sites:

Cheap Reliable Website Hosting, 123

Higher cost sites:

GoDaddy, IXWebHosting Add ecommerce, provide a secure site


Building The WebsiteBuilding The Website

Do it yourself Can I spare the time Do I have the skills? Can I get affordable training? Do I want control of my website?

Hire a website developer Do I have the money to hire someone? Am I okay with having someone else in control?


Do It Yourself ?Do It Yourself ?

Pros• You control your website

Frequency of Updates Speed of updates Ensure Content

• Less Expensive• You don’t have to rely on

someone else’s schedule.

Cons• Takes time to update• The learning curve• You may not get the

best features


If You Hire A DeveloperIf You Hire A Developer

• Have a signed contract– Retain ownership of domain name – Own all content (copyright)– Where applicable own the code (assignment)– Pay as work progresses (progress payments)

• Stay involved and meet frequently


Website Building CostsWebsite Building Costs

• One time costs – Front End Web site creation/setup Graphics, photos Domain name(s), building client databases (your time) for site content development

• Recurring operating costs - Ongoing Hosting Maintenance/modifications Web site management (you or your delegate)


Estimated Front End Costs Estimated Front End Costs

• Custom developed website• $1,500 to $7,000• 20 – 100+ hours of your time

• Developer site using a website builder• $500-$1200• 40 – 100+ hours of your time

• Do it yourself website (DIY):• $300-500• 50 - 200+ hours of your time


Ongoing CostsOngoing Costs

Domain Name Rental $8-$30 (annually)

Hosting Service $7-$200 (monthly)

Site Maintenance $0-$500 (monthly)

Search Engine Listings $0-$2000 (annually)

$100 - $2,000 per year


Development Tools

• Site Builders (portable) Proprietary Development Software

Dreamweaver – $350 Microsoft Visual Studio 2010 – $1,000

Open Source WordPress Drupal Numerous other open source

applications


Development ToolsDevelopment Tools

• Site Builders (non-portable) GoDaddy ($6/month) Intuit ($5/month)

http://prowebsitebuilderreview.com/reviews/intuit-website-builder-review

Google Builder – free - Google “Website Builders” to find various alternatives

Citymax ($20/month) Buildyoursite.com ($10/month) Weebley.com ($5/month or free)


What Is A Site Builder Template?What Is A Site Builder Template?

Menu Items to Other Pages

Photo Header Illustrating the Business or Area

COMPANY NAME OR LOGO

LinksTo

OtherSitesOr

Blogs

Footer copy write information etc.

What’s New

Text:Benefits To Customer

Text:Whatwe do and how we do it


Simple Site BuilderSimple Site Builder

See Us At:LinkedInTwitterFacebook

What’s New !

SCORE Workshop !Website Design BasicsCenterville LibrarySign Up NOW at:www.daytonscore.org

Get Your Business Running … Like a Porsche

The Dayton Chapter of SCORE was founded in 1970 as non-profit volunteer organization to assist the small business administration in helping the grass roots businesses to start and grow in the Dayton area. We are one of 389 chapters nationwide. Because of financial support from local community organizations and businesses we are able to offer our services and products at no charge to the public.

© Dayton SCORE 2013

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Have your products professionally photographed.or … buy professional stock photos:

www.istockphoto.comwww.photodisc.comwww.corbis.comwww.gettyimages.com

Use Professional Images Use Professional Images

Remember copyright laws apply to the internet


Step 3.Website OptimizationWebsite Optimization




• Social Media


Maintenance TasksMaintenance Tasks

• Content management Change 20% of site content per month

• Site maintenance Avoid “linkrot” – check each link monthly Analyze traffic (hits by day/week/month, etc.)

• Client feedback Use a separate website related email address Respond daily!


You Have 60 Seconds…You Have 60 Seconds…

You have LESS than a minute to engage a visitor

5-10 seconds Decide if you do what they are looking for

5-10 seconds Navigate to find details about what they are looking for

20-30 seconds Compare and evaluate your information, services, products, case studies, etc.

5-10 seconds to Convert (find a phone number, complete a form, link to email, bookmark etc.)


What Are Search Engines?What Are Search Engines?

Google, Yahoo, BingConsumers use search engines to research and purchase products and services

2 kinds of results: organic (natural) or paid results

Which is best? Organic

Organic results are gathered by search engines based on keyword match and links to the site


How They Rank YouHow They Rank You

Over 85% of web searches are done on Google

Search Engine “crawlers” index site content like a library index to find the best key word matches

Google’s method to rank listings is Top Secret !

Ranking Factors include: Key word match to site content or name Site traffic volume Links to and from the site “Freshness” of the site content Use of media, blogs, social media, etc.


People click in the organic results 75% of the time!

Organic vs. Paid Organic vs. Paid ResultsResults


Key Words for Organic Key Words for Organic ResultsResults

Use keywords that describe your products/services

Use keywords that indicate where you do business

Optimize keyword phrases within your site that have a higher a number of searches. (see analytics)

Review your competition’s online presence. Look at the top 10 sites (check out keyword phrases, etc)

Look at the number of listings for searched keywords on Google. Stay away if more than 5 million

85% of searches are 2 words or more.


Free ToolsFree Tools

Analyze your Competition – (www.semrush.com)

Keyword Suggestion Tools – (http://freekeywords.wordtracker.com)

Browser Optimization - (www.anybrowser.com)

Sitemaps - (www.xml-sitemaps.com)

Site Ranking - (www.Marketing.Grader.com)

Search Engine Optimization – book by

Kristopher Jones


Google ToolsGoogle Tools

Google Analytics – captures information about the way users behave on your site. (www.google.com/analytics)

Google Adword Keywords

Submit site to Google Index

Create a free Google and Yahoo Local Listing

Create a coupon on Google Local/Maps


Performance Metrics– Performance Metrics– Your Site’s Report Your Site’s Report CardCard

High and increasing traffic Unique visits Hits

Time visitors spend on site Number of pages viewed Bounce rate Geographic location (city) “Conversions”

Sign ups for newsletter, blog, etc. Self Identification

Request to information or price Product Sale


Optimize Results through Optimize Results through

Directories and Link BuildingDirectories and Link Building

Submit your website to free submission directories:

Google -http://www.google.com/submityourcontent/index.html http://www.Google.com/LocalBusinessCenter

YahooBINGYelpMerchant Circle

Link your site to other sites:Manufacturers/SuppliersTrade organizationsCompanies that would use your services.Groups in your industry through social media


Get “Sticky”Get “Sticky”Engage Your VisitorsEngage Your Visitors

Update your site often: weekly is best. Include a blog page* Use social media and link to your site Use video, especially for testimonials or YouTube Audio with graphics such as photos or slides Publish “how to” documents or other “tools” Put details in linked documents in ftp files Offer email registration


Using Email EngagementUsing Email Engagement

• Get contact information – website, social media, advertising

– Offer information, promotion, samples, etc.

• Manage email campaigns- http://email-marketing-service-review.toptenreviews.com/

• Obey anti-spam laws

• ALWAYS send useful information and promotions• Integrate with other media


ToTo Pay or Not to Pay? Pay or Not to Pay? The Other 25% of Searches

Paid listings and ads increase your traffic and can focus on your targeted customers

Google adwords piggybacks on searches

– You can target who and where to show your ad

– You “pay per click” from $.10 to $1

– Google display ads are effective but cost $3-$10

Banner ads can target segments through associations and publications

Upgraded paid listings put you at the top of the page

Other locations with good targeting: Facebook, Digital Yellow Pages, Google Places, and Yahoo local


Your To-Do ListYour To-Do List

Research your main competition’s website, keywords and web presence

If you have the money, hire help to optimize, or take an in depth course

If you want to DIY try using the Google tools

Do searches to find directories, blogs, etc.

Take the SCORE paid website design and social media workshops


Step 4.Social Media MarketingSocial Media Marketing




• Social Media


Why Use Social Media?Why Use Social Media?

• Search Engines Love Social Media and Blogs

• Drives traffic to you website or business

• People use the web to get more of their information

• It replaces personal “word of mouth” marketing

• People trust referrals from friends

• You stay in touch with customers

• It is informal and relaxed, people are open and receptive to your message/branding

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What is Social Media? What is Social Media?

• Social Media are Web Sites and online forums that allow people and businesses to interact

• Places – Facebook, LinkedIn, Twitter, Blogs, etc.

• Content - Words, Pictures, Videos, Music, Apps

• Purpose - Business Application, interests

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Match Social Media To Your Match Social Media To Your Marketing PlanMarketing Plan

Marketing Create awarenessNeed identificationSource discovery

SalesCreate purchase preferenceTrust

ServiceMeeting customer expectationsReceiving complaints

Marketing(Awareness)

Sales(Action)

Service(CRM)

The Customer Experience


• Listen BEFORE talking• Be helpful and conversational (SOCIAL)• Respond to inquiries promptly• Focus on areas related to your business

– Tips on how to save money or time– Tips on how or how NOT to do something– Related articles, data, blogs etc.

• Provide RELEVANT and interesting content• Make it brief, timely, current• Focus on one place at a time• Verify ALL information

Social Media Etiquette Social Media Etiquette


The Social Big Three + 1The Social Big Three + 1

– (www.linkedin.com) B2B

– (www.facebook.com) B2C

– (www.twitter.com) B2B & B2C

- (www.google.com) B2B & B2C

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Rules of EngagementRules of Engagement

– Protect your privacy• Birth Date, Maiden Name, Home Address

– Account Setup • Employees access? • Keep Track of logins

– Think before you post/link/friend/tweet• Customers?• Competitors?

– Pick One, Get Really Good, Move On


Remember

• Web sites are addictive – DIY WILL take more time than you think

• Developers say they can do it all– They can’t. Have a contract. Be involved.

• Free stuff isn’t free– Host sites will try to sell you additional features

• It takes time to get noticed― Be patient, search engines will take a while to find you― Build a social network― Attend our site optimization workshop


Your Take Away List

Have a business plan with a marketing plan

Identify the goals for your digital marketing plan

Assemble sample content: marketing materials, pictures

Identify three web sites with a “look and feel” that you like

IF you want to DIY try using the Google web development application, Wordpress, or a simple site builder

Take the SCORE website, search engine and social media workshop series to learn more.

Get a SCORE counselor


SCORE Paid Digital Marketing Series

1.Website Design FundamentalsLaunching a new business or thinking

about it and want to create a basic website.

2. Search Engine OptimizationBusinesses that have an existing website and

want to increase their site traffic, and site ranking

3. Social Media MarketingFor small businesses wanting to use social

networks to economically market their business,


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