Presentation on basic online marketing strategies; delivered at the May 13, 2010, meeting of the Flagstaff Independent Business Alliance.

1. Working the Web (so it doesn’t work you) Brad Kamradt

2. Get Started Audience Who, exactly, is this for? Purpose Why do you need or want to do this? What do you want your audience to think, feel, believe, do? “Return” on “investment” time, energy, money, ??? Key word: INVESTMENT Good, Fast, Cheap: Pick 2 of 3

3. Make a Plan Strategic How – and when – will you measure success and failure? Integrated If you build it, they will NOT necessarily come What do you want? Everything, of course! What do you need? PRIORITIZE What will actually serve your needs and those of your audience?

4. Common Options Website Email Blog Facebook Twitter SEO SEM THE LITMUS TEST Which of these things actually serve my needs and the needs of my audience? THE ALTERNATIVE How can I leverage each of these things to serve my needs and the needs of my audience?

5. Websites Focal point of your online marketing Have – and use – your own domain name The user experience – not yours – is the priority The Web is primarily a visual medium (Search engine “crawlers” are not) Longevity, interconnectivity, site mass Audience and purpose Measures of success Search engine ranking, Web traffic, follow through

6. Email Reigning champ of online communication Third-party services Data collection and analysis, templates, automation Opt in, opt out Periodic, systematic Audience and purpose Measures of success Open rates, click rates, bounce rates, forwards

7. Online Sharing

8. How’d you hear abut this?

9. Email Reigning champ of online communication Third-party services Data collection and analysis, templates, automation Opt in, opt out Periodic, systematic Audience and purpose Measures of success Open rates, click rates, bounce rates, forwards

10. Email Campaigns

11. Blogging May not be what you think Publishing platform versus activity Powerful built-in features Search engines love blogs Periodic, systematic Audience and purpose Measures of success Engagement, participation, subscribers

12. Facebook & Twitter Facebook Powerful social networking “Free” and organic Will NOT just take care of itself Status updates Additional features Photos, links, events, notes, video, discussion, reviews Audience and purpose Measures of success Participation, fans, clicks Twitter Powerful social networking “Free” and organic Will NOT just take care of itself Tweets Additional features Lists, hash tags, retweeting, direct messages Audience and purpose Measures of success Participation, followers, clicks

13. SEO Standards-based code Metatags Page specific and relevant Titles, descriptions, and keywords Data driven and research based XML Sitemap Search-engine submission The Big Three Webmaster guidelines

14. Search Engines Source: netmarketshare.com

15. SEO Standards-based code Metatags Page specific and relevant Titles, descriptions, and keywords Data driven and research based XML Sitemap Search-engine submission The Big Three Webmaster guidelines

16. SEM Paid (and usually not cheap) SEO Paid placement Paid inclusion Contextual advertising Pay-per click (Google AdWords) Set daily budget Bid a specified amount per click Fine-tune placements based on keywords and geography

17. But wait, there’s more! Google Analytics Google Local Business listings Contact form(s) Online communities Online review sites Site monetization E-commerce More than 400 individual online marketing criteria in more than 20 different categories

18. Takeaways Online marketing is a holistic endeavor with behind the scenes, up front, technical, and non-technical aspects Successful online marketing requires active participation and ongoing maintenance The results of online marketing are cumulative over time, and there are very few guaranteed “quick fixes” Online marketing is an investment and should be budgeted for like any other business expense Google is your friend. So is Sweet Lid Solutions 