Web basedmarketing Dayton SCORE 12 4 2013

Introduction To Web Based Marketing

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daytonscore.orgwww.score.org

About Dayton SCORE

SCORE supports small business by:

• Providing mentoring and training to those Preparing to start up a business To existing small business owners

Wanting to grow Needing to improve performance

• Mentoring is “free and forever”• Seminars are at no, or a nominal charge

Visit - www.daytonscore.org to find out more


• Please Sign-in

• Pick-up a handout package

• Pick-up applicable brochures

• Turn off cell phones

• Engage in the session

• Restroom Break (if needed)

• Complete Seminar Evaluation

• Review slides at Slideshare

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 0 to $25 million

• 35 years - business & management experience

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


• Name

• Organization

• Position

• Workshop Objectives

Name Tag or Table Tent

JohnABC CompanyVice President

Let’s Get Started

JohnABC CompanyVice President


• 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

Workshop OverviewWorkshop Overview


Marketing 101Marketing 101

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

Who You Sell To?

How You Beat the Competition?

How You Make Profit

Defines WHERE you market

States your UNIQUENESS forYour “marketing message”

Determines what you areselling and at what price.


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


Where Digital Fits In Where Digital Fits In Your MarketingYour Marketing

Integrate marketingelements


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 to national or 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

• Small Businesses 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

daytonscore.orgwww.score.orgA WEBSITE IS THE FOUNDATION OF A BUSINESS


STEP 1. Website DevelopmentWebsite 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


Consider Your AudienceConsider Your Audience

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?

• 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) register.com godaddy.com

• Need a hosting ISP to house your site Own this process!


findmyhosting.comfindmyhosting.com

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


Site Builders

Portable - DIY Portable - Developer Non-Portable

Own – Domain

Own - Copyright

Own – Template

Own - Code

Own – Domain

Own - Copyright

Own – Template - NO

Own – Code? - $

Own – Domain

Own - Copyright

Own – Template – NO

Own – Code – NO


Building The WebsiteBuilding The Website

Do it yourself (DIY) 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


Web Build Strategy

Start Package$$

Enterprise Package$$$$$$$$

Intermediate Package$$$$

Home Home Home


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 $5-$200 (monthly)

Site Maintenance $0-$500 (monthly)

Search Engine Listings $0-$2000 (annually)

$100 - $2,000 per year


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


Example Template for Wordpress


TIME FOR A BREAK?


Step 3.Website OptimizationWebsite Optimization




• Social Media


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

Organic vs. Paid Organic vs. Paid ResultsResults


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


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.


Internet MagicInternet Magic

Let’s see how we can see the keywords coded into www.daytonscore.org

You Can See The Keywords On A Competitor’s Website


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.)


Maintenance TasksMaintenance Tasks

• Content management Change 15-20% 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 CAN MEASURE YOUR RESULTS


Analytics Dashboard


Use FREE Google ToolsUse FREE Google 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 (new site)

Create a free Google and Yahoo Local Listing – and get reviews

Get Reviews and create offers on Google Local/Maps


Optimize Results through Optimize Results through

Directories and Link BuildingDirectories and Link Building

Submit your website to free submission directories and create a profile:

Google -http://www.Google.com/LocalBusinessCenter

YahooBINGYelpMerchant Circle

Use Yext to check your status: www.yext.com

Link your site to other sites:Trade organizationsGroups in your industry through social media


Get Reviews


EmailEmail

• Get contact information – website, social media, advertising

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

• Obey anti-spam laws

• ALWAYS send useful information and promotions• Integrate with other marketing• Services – Constant Contact, Mail Chimp, etc.


When ToWhen To Pay - LAST Pay - LASTThe 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

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


Step 4.Social Media MarketingSocial Media Marketing




• Social Media



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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Why Use Social Media?Why Use Social Media?

• Search Engines (Google) Love Social Media and Blogs (Google +)

• Drives traffic to your 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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• 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

Social Media Etiquette Social Media Etiquette


The Social Big Three + 2The Social Big Three + 2

– (www.linkedin.com) B2B

– (www.facebook.com) B2C

– (www.twitter.com) B2B & B2C

- (www.google.com) B2B & B2C

- (www.pinterest.com) B2C

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https://www.facebook.com/business/build




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


Optimizing for GoogleOptimizing for Google

Set Up a Google account – Index your new site

– Set analytics up for your site

– Create a Google+ page and create a business page

– Register as an author and link to your site and google+ page https://plus.google.com/authorship

– Get Google reviews

– Start a google blog and link to your google+ page http://www.blogger.com


Dates and Location TBDBased on Attendee Preferences


Your Local Experts

Small Business CoachBeavercreek

Social Media & VideoCenterville

SEO Optimization Centerville

Web Master, SCOREBeavercreek

Jeff Long Website & VideoDayton


Next session: Jan/Feb

Sessions will be limited to 10 peopleLet us know if you would like to take this courseTimes and dates will be set by the ATTENDEES


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