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How marketing, websites, social media, and search engine optimization have changed for small businesses in the last few years and how to become a thought leader in your industry.
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By Marcy Mitchellwww.mtechbd.com
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Internet Marketing Consultant
◦ Owner of MTECH Internet Marketing- 17 years
Web site development/ Search engine optimization
Social Media
Internet marketing consultant (PPC, SEO, Marketing plans)
◦ Internet Marketing Director for a number of leading real estate firms & community websites (DurangoDowntown.com & Pagosa.com)
◦ SBDC Business Advisor
◦ Certified Marketing for Smarties Coach
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1. How has marketing changed? 2. How have websites changed?3. How has search engine
optimization (SEO) changed?4. Become a thought leader in
your industry.
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Mass marketing gets a 2% response rate. Attraction Marketing gets 10x that rate. According to 2012 study, 1/3 of CMOs say that more than half of their budgets have shifted from traditional to digital marketing in the past year.
90% of all Colorado businesses have less than 20 employees
70% embrace social media – Merchant Circle
45% of Owners spend 5+ hours per week on marketing - Merchant Circle
SEO is most effective marketing channel Facebook is most used social media tool Top three online sales were direct visits,
organic search and paid search - Forrester report titled “The Purchase Path of Online Buyers In 2012″
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A. Start with the End in Mind -Know Your Audience
B. Search & Social IntegrationC. Blogs – Increased
Relevancy & AuthorityD. Calls to Action (CTA) –
Targeted Landing PagesE. Require More Involvement
by OwnerF. Responsive Design
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A. Social Media Icons
B. Share ButtonsC. Like BoxesD. YouTube
videosE. Email Sign Up
BoxesF. Recent Blog
Posts
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Sites with Blogs Receive 55% more Visitors (Hubspot)
Integrate Into Site with Wordpress
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Google Analytics
Installed on every page of your site
Track visitors, sources, conversions & more
Compelling offers with Content (Videos, PDFs,Whitepapers, Webinars)
Integrate into Customer Relationship Management (CRM) - Salesforce.com, SugarCRM, Highrise, Internet Honey
Gravity Forms with WordPress, Google Analytics (simple)
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How Has SEO Changed?
SEO Always changing – 500 different factors in Google algorithm
Relevance & Authority
Quality In-Bound Leads
Google and Bing include social media results
Quality Content (via updated web pages and blog) are critical
Sites that do not show up on mobile will not rank as high (Responsive Design key)
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Signed in with Google – different results
Google/Bing keep track of “previous queries”
Google + and Google Places Merge
Facebook, Tweets & Linked-In included results
Web History
Geographic Position (identify IP address, map)
Social Media Connections (Google social search, Bing integrates with Facebook)
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1. Create a niche blog built into your website.
2. Answer Questions on Linked-in or Facebook Groups.
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Educate/Empower Your Customers through Quality Content
Offer Exclusive Deals and Events for Your Fans on Facebook or Linked-In
Identify and Reward Active Participants that Post Photos, Comments and Videos
Forget shameless self-promotion (Share Other’s Content)
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Not only should you provide content updates through your website and blog for better SEO, you also have to track comments, responses, and customer feedback to help guide your content (i.e. Context)
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Encourage Blog and Social Media Feedback
PROMPT Responsive is Key Many “Negatives” can be turned into
positives Encourage Customers to be involved
in product launches or services. Consider Forum or Twitter. Be Honest & Transparent.
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Manages social media profiles (Twitter, Facebook, Linked-In)
Tracks mentions, re-tweets, etc…
Schedule posts Pro version gives
reports $5.99/month
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• Likes – a “thumbs up” helps boost the chance your post will show on your fans feed
• Shares –a fan re-posting your post to their wall for all their friends to see is a very valuable form of engagement
• Comments –a comment / response to your post on your page keeps people on your page
• Watch what other people in the industry are posting that is garnering enthusiasm
• Research Industry Groups and Cross-Sell Businesses and Start Dialoging on Facebook, Twitter, Blogs, Linked-In.
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Start with the Big Picture and Integrate BRAND & VALUE into every channel (Social, SEO & Website)
LISTEN to the questions your customers ask
TRACK Time and Cost CONSISTENCY is Key Work with Professionals
Who EMPOWER You REACH OUT to others for
learning