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- 1. Online Marketing for Small Businesses How to get local leads from the Internet
- 10. Websites, Directories & Paid Search for the SMB
- 13. Mobile search
- 14. Online listing
- 16. SEO
- 17. SEM
- 18. Website
- 19. YELLOWPAGES.COM
- 20. Print bookSource: LIM Web-Based Consumer Survey, January 2009 (n = 2,229) Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2010 The Berry Company LLC. To be used by Berry personnel only.
- 21. Media Consumption Total US Advertising Spend Media Consumption $307 Billion 34 hours per week 7% Online Online 41% of their time The Opportunity 93% Offline 59% Offline Gap between ad spend and media consumption Source: eMarketer “US Online Overview” Source: eMarketer “US Online Overview” Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.
- 23. CAN YOU TAKE ON MORE LEADS?
- 24. WHAT ARE YOU DOING TO GET LEADS?
- 25. WHAT ARE YOUR COMPETITORS DOING? HOW ARE YOU DIFFERENTIATING YOURSELF?
- 26. YOUR CUSTOMERS ARE ONLINE…
- 27. 6 of 10 small business owners turn to the Internet first for information about local companies
- 28. 92% of Internet users have researched a product or service online, then purchased offline from a local business at least once.
- 29. 85% of consumers agree that the quality of a business’s website is an important factor in earning a customer’s trust
- 30. 65% of online searchers expect local business results to be within 20 miles of them
- 31. WHAT WOULD YOU DO WITH MORE LEADS TO YOUR BUSINESS?
- 32. Web Site Search Engine Optimization Search Engine Marketing Online Video Internet Yellow Pages More Leads Higher Conversions Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.
- 33. Your website is like the hub of a wheel… WEB SITE
- 34. “ For your business to remain competitive in today's economy it is imperative you have a Web site to promote your products and services ”
- 35. NOT JUST ANY WEBSITE…
- 36. you need a site that converts visitors into customers…
- 39. Contact form
- 43. Pages aligned with specific keywords
- 44. Special offers
- 45. Text is not graphicsGoogle and AdWords are trademarks of Google Inc. and are registered in the US. © 2010 The Berry Company LLC. To be used by Berry personnel only.
- 46. Call Tracking Number Prominent Logo Site Search Navigation Email Sign-up Large Pictures Credibility & Trust RSS Social Media
- 47. WHAT ARE YOU DOING TO GET FOUND?
- 49. The key to growth in any business is marketing where consumers are looking
- 50. Search Engine Optimization Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.
- 51. Search Engine Optimization Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via natural search results. Perform Keyword Research Optimize Website and Web Page Structure Build Inbound Links Use Web Analytics to Measure Results Maintain & Update Site Regularly Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.
- 52. SEO: Keyword Research Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.
- 53. SEO: Keyword Research Keyword Tool https://adwords.google.com/select/KeywordToolExternal If you are a Family Law Attorney you may be quite surprised to learn that many more people (45,000 more in August of 2009) are searching for Divorce Lawyer over Divorce Attorney in Google. Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.
- 56. SEO: Search Engine Submission Search engine submission is how a webmaster submits a web site directly to a search engine. While Search Engine Submission is often seen as a way to promote a web site, it generally is not necessary. Because the major search engines like Google, Yahoo, and Bing use crawlers, bots, and spiders that eventually would find all by themselves most web sites on the Internet. There are two basic reasons to submit a web site or web page to a search engine. The first reason would be to add an entirely new web site because the site operators would rather not wait for a search engine to discover them. The second reason is to have a web page or web site updated in the respective search engine. │Webmaster Center Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.
- 57. SEO: Link Building "Google PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page's value. In essence, Google interprets a link from page A to page B as a vote, by page A, for page B. But, Google looks at more than the sheer volume of votes, or links a page receives; it also analyzes the page that casts the vote. Votes cast by pages that are themselves important weigh more heavily and help to make other pages important." - From Google Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.
- 59. Associations & Organizations (Chamber of Commerce)
- 60. Online Press Releases (PRWeb)
- 61. Article Submission (EzineArticles, GoArticles)Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.
- 63. Is my value proposition clear and differentiated?
- 64. Is my site sticky – Time on Site, etc.?
- 65. What does my lead generation funnel look like?
- 66. How efficient is my conversion rate of purchasers?
- 68. Monitor to ensure there are no broken links.
- 70. Build traffic through inbound links and local business directories.
- 71. Use reporting to gradually improve search engine results.
- 72. Keep current on evolving search engine algorithms.Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.
- 73. Are you seeing increased leads & calculating ROI?
- 74. HOW ARE YOU MEASURING RESULTS?
- 76. Analytics provides visibility into how long visitors spend on the site, what pages they visited, where they came from and what keywords they searched to get there.
- 77. The ability to track website visitors is a critical component to any search marketing campaign.© 2009 The Berry Company LLC. To be used by Berry personnel only.
- 78. Local Business Listings Getting to the top of Google’s Local Search Algorithm Submit/Claim business listing on Google’s Local Business Center Listings in IYP providers (YellowPages.com, Superpages, etc.) Have a business web site Listings in Local Directories (CitySearch, InsiderPages, Yelp, etc.) Keywords in business name (ex. Wind Chimes Chinese Restaurant) Include media (photos, logos, video, etc.) Customer Reviews (CitySearch, Trip Advisor, Judy’s Book, etc.) Links from other web sites Associate local business listing with proper categories Proximity to search location Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.
- 79. Local Business Listings Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.
- 80. Local Business Listings Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.
- 81. Local Business Listings Referral Based (User generated content) Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.
- 82. Search Engine Marketing SEM (Search Engine Marketing) SEO (Search Engine Optimization) Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.
- 84. Search engine marketing shows your ads at the precise moment customers are searching on the search engines for your products or services.
- 85. 15.5 billion searches were performed in the United States in April 2010. Source: The Nielsen Company Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.
- 87. Targeted Advertising – Control over the choice of keywords and geographic location to ensure that the right audience comes to your website.
- 88. Cost Effective – You set your own budget.
- 89. Instant Results – Allows you to get on the first page of the search engines instantly.
- 90. Brand Awareness - Even if one doesn't click on the ad, they read it when the advertisement appears on the search engine result pages.Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.
- 92. Search Pizza = Local Pizza
- 93. Search Pizza Dallas, TX = Pizza in Dallas, TXGoogle and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.
- 95. Relevance of the keyword and ad to the search query
- 96. Historical keyword performance on Google
- 97. Quality of your landing page
- 98. Your account's performance in the geographical region where the ad will be shown
- 99. Other relevancy factors that continually evolveGoogle and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.
- 100. Max CPC Search Engine Marketing $0.70 $0.95 $0.80 $0.80 $0.95 $0.45 Ad Rank is determined by an auction of the ad’s relevance and the amount advertisers are willing to pay $0.40 Quality Score X $0.35 Determined by Google Your Bid Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.
- 101. Search Engine Marketing PPC Management Process Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.
- 104. Contact form
- 106. Smooth navigation
- 108. Pages aligned with specific keywords
- 109. Special offers
- 110. Text is not graphicsGoogle and AdWords are trademarks of Google Inc. and are registered in the US. © 2010 The Berry Company LLC. To be used by Berry personnel only.
- 111. Search Engine Friendly Website - Landing Pages Auto Accident Injury Motorcycle Accident Personal Injury Wrongful Death Truck & Trailer Accident Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2010 The Berry Company LLC. To be used by Berry personnel only.
- 112. Search Engine Marketing - Dashboard Total # of Contacts Total # of Website Visits Location of Contacts Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2010 The Berry Company LLC. To be used by Berry personnel only.
- 113. Search Engine Marketing - Contact Manager Rate Quality of Calls & Track ROI Listen to Calls View Contact Info Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2010 The Berry Company LLC. To be used by Berry personnel only.
- 114. Search Engine Marketing - Contact Manager View Contact Info Rate Quality of E-mails & Track ROI View E-mail Inquiries Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2010 The Berry Company LLC. To be used by Berry personnel only.
- 115. Search Engine Marketing - Analytics Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2010 The Berry Company LLC. To be used by Berry personnel only.
- 116. Search Engine Marketing - Ad Campaigns Account Balance Decreases As Number of Contacts Increase Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2010 The Berry Company LLC. To be used by Berry personnel only.
- 117. Search Engine Marketing - Ad Campaigns Campaign Keywords Campaign Ad Copy Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2010 The Berry Company LLC. To be used by Berry personnel only.
- 118. Search Engine Marketing - Account Activity Account Balance Decreases As Number of Contacts Increase Total Inbound Inquiries To Date Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2010 The Berry Company LLC. To be used by Berry personnel only.
- 119. Search Engine Marketing - ClickRank Berry’s own technology collectively determines where to place you, when to place you, which Keywords to bid on and how much to spend, so that over time, you get the maximum amount of emails and phone calls at the lowest possible cost. Emails Generated Calls Generated Lead Rating Time on Page Bounce Rate Click Thru Rate ClickRank Click to Call Rate Total Time on Site Organic Traffic Directory Traffic Pay Per Click Traffic Ad Network Partner Traffic Local Business Listings Traffic Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2010 The Berry Company LLC. To be used by Berry personnel only.
- 120. Phone Calls
- 121. Local Directories Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.
- 122. YELLOWPAGES.COM / yp.com Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.
- 123. yp.com, the new YELLOWPAGES.COM Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.
- 125. The YellowPages.com distribution network provides combined exposure to more than 140 million monthly searches!Source: Total combined searches from YELLOWPAGES.COM Network internal site statistics, June 2008 Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.
- 126. 67 | Presentation Title | Date YELLOWPAGES.COM & SERP
- 127. YELLOWPAGES.COM Network Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.
- 128. YELLOWPAGES.COM Network Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.
- 130. Professional filmmakers are sent to your location to create custom-made, unique profile videos for your business. The resulting videos are a mix of personalities and specialties ranging from specialized attorneys to a chef's signature dish at your favorite restaurant!Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.
- 131. Online Video 84% of Americans online watch video …an average of 10 hours a month!
- 132. Online Video
- 133. Online Video - The # 1 Trust Builder Source: "Frames of Reference: Online Video Advertisers, Content and Consumer Behavior," Online Publishers Association, June 2007 Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.
- 134. Online Video – In organic rankings Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.
- 135. Online Video Case Study Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.
- 136. Search Engine Results Page Pupil Hotspots X Marks The Clicks Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.
- 137. Search Engine Results Page Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.
- 138. Online Video “…without Video your website will not rank in the future! If you don’t have engagement objects on your website, you are just not going to rank. It will make you last among equals if you don’t have it.”
- 139. The Social Media - Buzzzzzz 79 | Presentation Title | Date
- 140. 80 | Presentation Title | Date Social Media and Your Business
- 143. Web 2.0
- 147. Officially, social media is “an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio”
- 148. “ social marketing is about engaging in transparent conversation, creating relationships and leveraging those relationships to ultimately produce revenue ”
- 149. 3 Steps for effective Social Media presence 1. LISTEN 2. ENGAGE 3. MEASURE
- 152. New Products & Service Alerts Customer Service & Positive Endorsements
- 153. Create Buzz! Tell People Where They Can Find You
- 154. Establish Authority & Educate Customers Promote: -Specials Offers -Discounts -Events
- 157. Market Research
- 158. Publishing Content
- 163. Clicks, Views, Interactions, Downloads
- 166. Questions & Answers Google and AdWords are trademarks of Google Inc. and are registered in the US. © 2009 The Berry Company LLC. To be used by Berry personnel only.
- 167. Online Marketing for Small Businesses How to get local leads from the Internet Adam Zilko The Berry Company c: 907.727.6370 e: adam.zilko@theberrycompany.com
Notas do Editor
- Feel free to stop me so I can clarify as we go. NOTE: “This is how the Berry company does business as an industry leader. We are close to being the largest provider of digital products in the US. Based on our track record, we know how to produce results!”
- Now let’s take look at US media consumption patterns in 2008. On the left is the average amount of time users spend consuming all types of media. 41% of this time is spent online and 59% is spent offline. On the right, is the total estimated US advertising spend in 2008. Only 7% of this was spent on online, whereas 93% was spent offline. Consumers are spending more time online, however, there is clearly a gap between ad spend and media consumption. This can be seen as an opportunity waiting to happen.
- In the last slide, we saw the opportunity for advertisers to spend their money in a channel where users are allocating more than 40% of time.Here we see that in 2007 to 2008, advertisers have recognized this opportunity and have changed where they allocate that money. The internet has had a 19% change in advertising spend. This is the most dramatic of the media represented here.Magazines had the next highest with 5% change in spend.Television had only a 4% change in spend.Radio and newspaper both had a 2% change in spend.
- Do you have the ability to take on more leads.
- What are you currently doing to get more leads? Maybe it’s a time issue, maybe it’s a confidence issue, maybe it’s money – whatever that is, I’m going to show you how we make people successful online and drive real sales in their offline business.
- What about your competition locally? What are they doing to stand out? What are you doing to get a ‘leg-up’ on the competition?
- It’s not an option anymore – you need a website… and you need a site that gets traffic and turns that traffic into business!
- Can I see a show of hands on how many people use the internet “FIRST” to search for information on LOCAL companies? Market research says 63% of small business owners search online 1st!
- Consumers are online and using the web to search LOCALLY! Not only that, but people are using that information to make purchases Locally in person.
- Your website is an online reflection of yourself – your companies brand and image builds trust.
- People search locally. They want to support their community and find products and services in their area.
- WHAT WOULD YOU DO IF YOU DIDN’T HIT YOUR BUSINESS GOALS? WHAT WOULD YOU DO WITH MORE LEADS? Pay off the mortgage, vacation, time with your family Today’s seminar will guide you through a comprehensive web solution to get more leads – not just any lead, but QUALIFIED LOCAL LEADS. People searching for YOUR business, ready to buy
- Notice:No Navigation - No information organization No contact information: phone numbers, email, etc.
- Websites aren’t just for information anymore – your site should be a lead generation tool. Ultimate goal is to ring the phone or walk through your door
- Are you actively driving people to your site? You have control over people finding your website. It’s not just a guessing game anymore – there are proven techniques of being found!
- Billboard in a desert – build a road with traffic building
- I ask again, what are you doing to be where the customers are. We just learned that 40% of media consumption is online and 92% of people have researched companies online then made a local purchase!
- Armed with your list of keywords, it's now time to use some tools to analyze your list. Google Adwords (Google's Pay Per Click Advertising Program) offers a free keyword tool to help you build your keyword list:https://adwords.google.com/select/KeywordToolExternalEnter in your keyword list with each keyword phase on a separate line. Click "Get Keyword Ideas" and Google will generate a list of suggested keywords based upon traffic over the last month and over past 12 months. Look for similar phrases and compare the traffic data. For instance, if you are a Family Law Attorney you may be quite surprised to learn that many more people (45,000 more in August of 2009) are searching for Divorce Lawyer over Divorce Attorney in Google. That's a lot of additional searches in a single month so you may want to revise your copy and keyword strategy to include this phrase. Analyzing the results from Google Adwords and other keyword tools may open your eyes to some additional keywords that you may not have thought about before. Remember, you want to focus on what your customers are searching on and not what you would search on.WordTracker also offers a free keyword tool (http://freekeywords.wordtracker.com/) but I don't find this as helpful as the Adwords tool.
- When I came in town, I could have asked 10 people who the best dentist in town was. If 8 out of 10 point to the same dentist, then I assume he is the best dentist. Google does the same thing with links. The more links … the more votes of confidence!
- You’re advertising on Google, Yahoo & Bing, you are listed on all the local search engines, you’re listed on YellowPages.com… and you’re getting leads from
- WHAT ARE VISITORS DOING ON YOUR SITE? Measures of success: Conversions – ‘converting’ that site visitor into some kind of customerDifferent types of measurement - phone calls, emails, people landing on a certain page, time on site.
- MichaelSullivanLaw.com – based in Louisville, Kentucky
- Ad Ranking:2001 – Position = CPC2002 – Position = CPC x CTR2005 – Position = CPC x CTR x Quality Score
- H -howI - idiotsT -trackS –successSeptember shows.. Good month or bad month? (they answer good)Then show phone calls = bad month.
- 13 hours of video uploaded to YouTube every minute
- Web 1.0 retronym
- Websites not often updated – just static information Not geo-targeted
- The web is a place to engage in transparent conversation with customers The web is a place to learn about your customers – through search trends and analytics The web is a place where content is king and people trust each others opinion
- Pre-Digital & Web 1.0 – Brands push out products, customers take what is given, HTML website, etc. 2.0 – customers dictate products, drive trends with search, connect with companies, use feedback,
- Social media is like word of mouth on steroids
- • Google Alerts• TweetDeck• SocialMentions• RSS
- Facebook fan page Coordinate Events Build a Loyal Fan/Customer Base Builds Word of Mouth / Top of Mind marketing
- 1. Switch Wine Bar uses Twitter (and Facebook) to tell followers about new drinks as they’re being made. 2. Similarly, a bakery in London called Albion’s Oven, uses a tool called BakerTweet to automatically send out tweets whenever a new batch of goodies comes out of the oven.Albion’s Oven has more than 1,600 followers at the moment.
- 1. Even before it opened, the Boston-area restaurant Tupelo was on Twitter, posting messages about what it’s like to open a restaurant — the inspections, menu choices, and more.2. Curtis Kimball, owner of a crème brûlée cart in San Francisco, uses Twitter to alert followers where his cart will be and sometimes includes special flavors he’ll be offering. He’s gained thousands of followers this year.