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Internet Marketing Essentials for
      Small Business and Entrepreneurs




Amanda O’Brien
Hall Internet Marketing
Social Media Breakfast Maine
Who I am

 Amanda O’Brien
 VP of Marketing, Hall Internet Marketing
 www.hallme.com
 @hall_web

 Organizer, Social Media Breakfast Maine
 www.socialmediabreakfastmaine.com
 #smbme

 Blogger at large
 Guiding Stars, PROXI, SocialMediaB2B,
 amandapants, Hall, SMBME etc.

 amanda@hallme.com
 @amanda_pants
Who you are
Internet Marketing –
Not another thing




                       http://sacredsandwich.com/wp-content/uploads/2009/02/manyhats.jpg
Power!




         Photo credit: http://www.flickr.com/photos/malabooboo/4932040057/
Internet Marketing

Website
Search Engine Optimization*
Paid Search Marketing
Email Marketing*
Blogging*
Social Media*
Content Marketing
Internet Marketing is the most measurable marketing around




                                    Photo credit: http://www.flickr.com/photos/falcifer/3136673599/
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization




      http://youtu.be/hF515-0Tduk



            What is SEO
         Search Engine Land
http://searchengineland.com/guide/what-is-seo
View page source of any web page
                               Right click
                               View page source




1. <title>
2. Meta name = “description”
3. Words on the page
4. Headings
5. “alt” tags
Headings and Text

 Keywords in the Title Tag
 Keywords in page content

 <h1>The Most Important Element</h1>
 <h2>The 2nd Most Important</h2>
 <h3>The 3rd</h3>
 <h4>The 4th</h4>
 <h5>The 5th</h5>
 <h6>The 6th</h6>
 Bold text

 Keywords in domain
 Meta descriptions
 Age of website
 Quality and popularity of your content
 New and fresh content
 Clean website code and page speed
 Links in and out
Measuring SEO

 Keyword rankings

 Google Analytics
 Site traffic
   New and repeat visitors
 Referring traffic
 Time on site
 Bounce rate
 Website conversions
SEO
Email Marketing
Email Marketing

Still one of the most effective forms of marketing
Interested audience
Drive traffic to your site
Email Marketing - DOs

 Use an email service provider
 Make it visually appealing
 Experiment with send times
 Link back to your site
 Make it exclusive
 Add signup form to site or at your location
 Add a call to action




      Photo credit: http://www.flickr.com/photos/krissen/6340984211/
Email Marketing – DON’Ts

Over send
Buy email lists
Email people who have not signed up
Think you don’t need an ESP or service
Forget to test and spell check
Forget unsubscribe links [CANSPAM Act]




                                         Photo credit: http://www.flickr.com/photos/mediageek/2412873536/
Email Service Providers

Constant Contact
            60 Day Free Trial 0-100 contacts
            0-500 contacts - $15/month
Mail Chimp
Vertical Response




                                                 Templates




                                     Reporting
Measuring Email Marketing

  ESPs tracking
    Opens
    Clicks
    Shares
    New signups
  Inbound traffic
  Redeemed coupons
Email
Marketing
Blogging
What is a blog?

 Web log in reverse chronological order
 Topic based


 Why you should blog

 Easy to update
 Search engines love them
 Shareable
How do Businesses Use Blogs?

Launch New Products
PR
Demonstrate Expertise
Disseminate Information
Answer Common Questions
Transparency
Search Engine Optimization
Form relationships
Essential Aspects of a Post

 Title – Short, catchy, clickable
 Content – Concise, clear, lots of formatting
 Media – Photos, Videos
 Categories/Tags – Aid in organization
 Publish – Just do it!
Subscribing

 RSS and Email
Know Your Target Audience
•   Who is going to read your blog?
•   What other blogs do they read?
•   What's their preferred way to get content?
•   How hungry are they for new stuff?
•   How did they find you?
•   What do they want to hear from you?
•   Conversation – Talk WITH not AT
Measuring Blogging
  Site traffic
  Subscribers
  Popular posts
  Comments on the blog
  Inbound links
  Search rankings
  Sales
  Time spent
Blogging


Recorded webinars:
Get Your Business Blogging - http://bit.ly/HO0UTO
Get More Return by Blogging Better - http://bit.ly/9EoNO4
Coming Up With Good Blog Topics - http://bit.ly/yA9k0z
Social Media
Conversations happening online




       What is Social Media?

                             Word of Mouth Marketing with a new twist.




                                         Photo credit: http://www.flickr.com/photos/earlg/163755542/
What does this have to do MY with business?



  This is where your                                    Free powerful marketing
customers are spending                                  tool you can manage in-
      their time                                                 house
                             Referrals mean more
                             than advertisements
1 out of every 6 minutes                                   Tailored specific
online is participating in                                messages, for your
                             Establish trust and that
 social networking sites                                    demographic
                              your are an expert in
                                 your industry
 Americans use social                                     Empathy and caring
  media more than                                          mean more than
 anything else online                                      strategy and $$
How has this changed your prospects and
                 customers?
Discovery, research and investigation
Looking to establish trust online
Consumers have more control
Consumers have higher expectations
Two way conversations – wary of one way messaging
Most Popular Social Media Sites
Site       Monthly Visitors        Who are these people?
Facebook   750,000,000             Everyone


Twitter    250,000,000             News sharers, mobile
                                   users

LinkedIn   110,000,000             Business folks and job
                                   seekers

MySpace    70,500,000              Young, music lovers


Google+    65,000,000              Early adopters




                          Article: http://www.ebizmba.com/articles/social-networking-websites
Choose the right tools for you

What will fit into your day?
What features do you want?
What seems to be working?
What are your customers using?
Always tie in with your website/email




                                        Photo credit: http://www.flickr.com/photos/freefoto/3436970425/
Next week…

Advanced Internet-Social Media
Marketing

  • Twitter
  • Facebook
  • Google+ and more
Things you can measure

•   Traffic data
•   Fan/follower data
•   Interaction data
•   Content performance




       Photo credit: http://www.flickr.com/photos/427/2110349532/
Social Media



        Cartoon credit: http://mashable.com/2009/04/17/social-media-cartoon-flitterin/
“You've got to be very
  careful if you don't
  know where you're
 going, because you
 might not get there.”
Skate to where the
  puck is going


                     Photo credit: http://www.flickr.com/photos/morberg/3338184074/
We did it!
Thank you!

  Amanda O’Brien
  VP of Marketing, Hall Internet Marketing
  www.hallme.com
  @hall_web

  Organizer, Social Media Breakfast Maine
  www.socialmediabreakfastmaine.com
  #smbme

  amanda@hallme.com
  @amanda_pants

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CMCC Internet Marketing Essentials for Small Business and Entrepreneurs

  • 1. Internet Marketing Essentials for Small Business and Entrepreneurs Amanda O’Brien Hall Internet Marketing Social Media Breakfast Maine
  • 2. Who I am Amanda O’Brien VP of Marketing, Hall Internet Marketing www.hallme.com @hall_web Organizer, Social Media Breakfast Maine www.socialmediabreakfastmaine.com #smbme Blogger at large Guiding Stars, PROXI, SocialMediaB2B, amandapants, Hall, SMBME etc. amanda@hallme.com @amanda_pants
  • 4. Internet Marketing – Not another thing http://sacredsandwich.com/wp-content/uploads/2009/02/manyhats.jpg
  • 5. Power! Photo credit: http://www.flickr.com/photos/malabooboo/4932040057/
  • 6. Internet Marketing Website Search Engine Optimization* Paid Search Marketing Email Marketing* Blogging* Social Media* Content Marketing
  • 7. Internet Marketing is the most measurable marketing around Photo credit: http://www.flickr.com/photos/falcifer/3136673599/
  • 10. Search Engine Optimization http://youtu.be/hF515-0Tduk What is SEO Search Engine Land http://searchengineland.com/guide/what-is-seo
  • 11. View page source of any web page Right click View page source 1. <title> 2. Meta name = “description” 3. Words on the page 4. Headings 5. “alt” tags
  • 12. Headings and Text Keywords in the Title Tag Keywords in page content <h1>The Most Important Element</h1> <h2>The 2nd Most Important</h2> <h3>The 3rd</h3> <h4>The 4th</h4> <h5>The 5th</h5> <h6>The 6th</h6> Bold text Keywords in domain Meta descriptions Age of website Quality and popularity of your content New and fresh content Clean website code and page speed Links in and out
  • 13. Measuring SEO Keyword rankings Google Analytics Site traffic New and repeat visitors Referring traffic Time on site Bounce rate Website conversions
  • 14. SEO
  • 16. Email Marketing Still one of the most effective forms of marketing Interested audience Drive traffic to your site
  • 17. Email Marketing - DOs Use an email service provider Make it visually appealing Experiment with send times Link back to your site Make it exclusive Add signup form to site or at your location Add a call to action Photo credit: http://www.flickr.com/photos/krissen/6340984211/
  • 18. Email Marketing – DON’Ts Over send Buy email lists Email people who have not signed up Think you don’t need an ESP or service Forget to test and spell check Forget unsubscribe links [CANSPAM Act] Photo credit: http://www.flickr.com/photos/mediageek/2412873536/
  • 19. Email Service Providers Constant Contact 60 Day Free Trial 0-100 contacts 0-500 contacts - $15/month Mail Chimp Vertical Response Templates Reporting
  • 20. Measuring Email Marketing ESPs tracking Opens Clicks Shares New signups Inbound traffic Redeemed coupons
  • 23. What is a blog? Web log in reverse chronological order Topic based Why you should blog Easy to update Search engines love them Shareable
  • 24. How do Businesses Use Blogs? Launch New Products PR Demonstrate Expertise Disseminate Information Answer Common Questions Transparency Search Engine Optimization Form relationships
  • 25. Essential Aspects of a Post Title – Short, catchy, clickable Content – Concise, clear, lots of formatting Media – Photos, Videos Categories/Tags – Aid in organization Publish – Just do it!
  • 27. Know Your Target Audience • Who is going to read your blog? • What other blogs do they read? • What's their preferred way to get content? • How hungry are they for new stuff? • How did they find you? • What do they want to hear from you? • Conversation – Talk WITH not AT
  • 28. Measuring Blogging Site traffic Subscribers Popular posts Comments on the blog Inbound links Search rankings Sales Time spent
  • 29. Blogging Recorded webinars: Get Your Business Blogging - http://bit.ly/HO0UTO Get More Return by Blogging Better - http://bit.ly/9EoNO4 Coming Up With Good Blog Topics - http://bit.ly/yA9k0z
  • 31. Conversations happening online What is Social Media? Word of Mouth Marketing with a new twist. Photo credit: http://www.flickr.com/photos/earlg/163755542/
  • 32. What does this have to do MY with business? This is where your Free powerful marketing customers are spending tool you can manage in- their time house Referrals mean more than advertisements 1 out of every 6 minutes Tailored specific online is participating in messages, for your Establish trust and that social networking sites demographic your are an expert in your industry Americans use social Empathy and caring media more than mean more than anything else online strategy and $$
  • 33. How has this changed your prospects and customers? Discovery, research and investigation Looking to establish trust online Consumers have more control Consumers have higher expectations Two way conversations – wary of one way messaging
  • 34. Most Popular Social Media Sites Site Monthly Visitors Who are these people? Facebook 750,000,000 Everyone Twitter 250,000,000 News sharers, mobile users LinkedIn 110,000,000 Business folks and job seekers MySpace 70,500,000 Young, music lovers Google+ 65,000,000 Early adopters Article: http://www.ebizmba.com/articles/social-networking-websites
  • 35. Choose the right tools for you What will fit into your day? What features do you want? What seems to be working? What are your customers using? Always tie in with your website/email Photo credit: http://www.flickr.com/photos/freefoto/3436970425/
  • 36. Next week… Advanced Internet-Social Media Marketing • Twitter • Facebook • Google+ and more
  • 37. Things you can measure • Traffic data • Fan/follower data • Interaction data • Content performance Photo credit: http://www.flickr.com/photos/427/2110349532/
  • 38. Social Media Cartoon credit: http://mashable.com/2009/04/17/social-media-cartoon-flitterin/
  • 39. “You've got to be very careful if you don't know where you're going, because you might not get there.”
  • 40. Skate to where the puck is going Photo credit: http://www.flickr.com/photos/morberg/3338184074/
  • 41. We did it! Thank you! Amanda O’Brien VP of Marketing, Hall Internet Marketing www.hallme.com @hall_web Organizer, Social Media Breakfast Maine www.socialmediabreakfastmaine.com #smbme amanda@hallme.com @amanda_pants