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Semelhante a 2011 Internet Marketing for Small Business (20)
2011 Internet Marketing for Small Business
- 1. 9/22/2011
Our SBDC reaches far…
Internet Marketing for
Small Business
The University of Scranton SBDC - 2011
We have served over 10,000 businesses in 20
years throughout our 8-county service area!
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
About Me Iggy !!
• SBDC 17 years
• Accountant
• MBA Marketing
• Internet Business
• … and more !
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
What is Marketing ??
“Marketing is everything you do to get
your product/service in the hands of the
customer.”
So ?
“Internet Marketing is any marketing
activity conducted online through the use
of internet technologies (web, email, blog,
and/or social media).”
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
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- 2. 9/22/2011
10 Steps to Internet Marketing
1. Listen !! 6. Linking
2. Keywords 7. Social Media
3. SEO 8. Mobile Marketing
4. Spam 9. Track Results
5. Create Content 10. Strategize
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
• Google AdWords
• WordChecker
• Keyword Discovery
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
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- 3. 9/22/2011
How to Use Keywords
• Look for “niche” keywords or markets others have not
yet found
• Include most popular keywords in your website copy
• Use most popular keywords along with “qualifiers”
• Analyze keyword metrics to find opportunities
• Make this an ongoing activity
- WordTracker.com
http://www.google.com/adwords
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
SEO - Search Engine Optimization
- www.zimboora.com
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
PPC vs. Organic
Search engine optimization (SEO)
is the process of improving the • Keyword pricing begins at
$.05 but the average cost for a
•86% of search engine
users report they feel
visibility of a website or a web page top keyword exceeds $3.30. organic listings are more
in search engines via the "natural" or • Keyword costs increase at
relevant than paid listings.
un-paid ("organic" or "algorithmic") least 20% a year. • There is no cost for
keywords in organic search
search results. • One survey reported that 57% engine optimization
of respondents felt that they campaigns.
were paying too much for their
chosen keywords and keyword
phrases. - www.zeroonezero.com
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
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- 4. 9/22/2011
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
80% of Google
Searches are
Location Based!!
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
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- 5. 9/22/2011
- www.techevolution.com
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
What is SPAM ?
• Keyword Stuffing
• Unrelated Keywords
• Doorway Pages
• Tiny Text/Alt Text
• Invisible Text
• Mirror or Duplicate Sites
• Submitting Repeatedly
http://en.wikipedia.org/wiki/Spamdexing
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
Provide VALUABLE Content
that helps Your Website
readers, and that YOU would
actually want to share with
friends/associates!
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
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- 6. 9/22/2011
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
<li><a href="/personal-injury.html">Personal Injury</a></li> <li><a
href="/auto.html">Car Accidents</a></li> <li><a href="/motorcycle-accident-
attorneys.html">Motorcycle Accidents</a></li> <li><a
href="/truck_accidents.html">Truck Accidents</a></li> <li><a
href="/construction_accident_attorneys.html">Construction Accidents</a></li>
</ul> <ul class="how-help-ul"> <li><a
href="/medical_malpractice_claims.html">Medical Malpractice</a></li> <li><a
href="http://munley.com/marcellus_shale_accident_lawyers.html">Marcellus Shale
Accidents</a></li> <li><a href="/legal_cases_claims.html/">Injuries and
Accidents</a></li> <li><a
href="/workers_compensation_pennsylvania.html">Workers
Compensation</a></li> <li><a href="/product_liability_defects.asp">Product
Liability</a></li> </ul> <ul class="how-help-ul"> <li><a
href="/wrongful_death_attorneys.html">Wrongful Death</a></li> <li><a
href="/social_security_disability_attorneys.html">Social Security Disability</a></li> http://www.google.com/webmasters/
<li><a href="/contact.html/">Personal Legal Matters</a></li> <li><a
href="/business_litigation_attorneys.html/">Business Legal Help</a></li> </ul>
<h2>Pennsylvania Injury and Accident Lawyers</h2>
- www.munley.com
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
LINK BUILDING InBound vs. OutBound Links
InBound:Pointing to Types of InBound Links
Think of a page linking to
your page as a VOTE. Each Your Site = Good
page that LINKs to your Regular – www.yoursite.com
page is VOTE for that page. OutBound:Pointing
from Your Site to Anchor Text – Gift shop in
– Search Engine Optimization Somewhere Else = Bad Honesdale, PA.
according to Google
Anchor Text tells the Search Engines what
the website is suppose to be about !!
www.livingaloud.com
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
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- 7. 9/22/2011
www.scrantonsbdc.com
• SBDC Blog
• Google Places
• Facebook
• Twitter
• YouTube
• Flickr
• Slideshare
• PASBDC
• ASBDC
• SBA
• University of Scranton
• State of PA
• Chambers of Commerce
• SBDC Client Sites
• …and more !!
www.livingaloud.com
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
http://www.google.com/places/
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
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- 8. 9/22/2011
About Me Who’s on Facebook ?
Over 750 Million Active Users!!
• 750,000 1,500,000 Small Businesses have Active Pages
• SBDC 16 years
• Second First Most Visited Site on the Web
• MBA Marketing • 57% of Facebook Users are out of College
• Internet Business • More than 50% of Users Return Daily
• Average Users Spend 20 55 Minutes Per Day
• Presented in 2009 Source: Facebook
85% of US Consumers feel companies should interact
with them using Social Media.
-Business in Social Media
By: Eric Qualman
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
Who Else is on Facebook ? Other Social Networking Tools
• Flickr – Share Photos
• Your Customers • YouTube – Share Videos (Search Engine)
• Your Competition • Twitter – MicroBlogging Site - Realtime
• SlideShare – Share Presentations
• Google + – The newest entry into Social
If you want to remain in business you
Media
need to be where your customers are ! …and there are more & more every day
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
Dispelling the Myths
• Why should I? I don’t need to.
• I’m going to stick with what works.
• Too Risky!
• Can’t measure ROI!
• What if someone says something negative?
Even if you don’t plan on using Social Media to
promote your business, you should have a plan to use
it to save your business!
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
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- 9. 9/22/2011
Mobile Marketing
- www.idouxmobilemarketing.com
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
Have you ever
“checked-in” using
FourSquare ??
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
FourSquare is a combination of
social networking, status updates,
business reviews and location
What is FourSquare ?? based gaming.
- Brandon D Hunt, O’Neill Communications
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
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- 10. 9/22/2011
What is FourSquare ? FourSquare Growth
• March 2009 – Foursquare launches
• April 22, 2010 – Reaches 1 million users
• August 29, 2010 –3 million users
• December 1, 2010 –5 million users
• January 14, 2011 – 6 million users
• May 14, 2011 – 10 million users
Source: PlacePunch.com
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
Who Uses FourSquare ? How can it help MY business ?
• 2011 – surpassed 10 million users • Create a Buzz
(Currently adding 35K users/day ) • Reward Loyal Customers
• 250,000 businesses • Save $$$
• 2.5 million Check-ins/day • Improve Customer Service
• Gender: 60% Women / 40% Men
• Age: 25-44 = 68% FourSquare = INCREA$ED $ALE$
• Income: $25K-$49K=38% - $50K-$74K=22%
• Education: 89% of users have some college edu.
Sources: FourSquare.com & 2011 Ignite Social Media Analysis
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
Create a FourSquare Strategy
• Build additional traffic
Is your business
listed on
• Reward loyal customers
FourSquare ??
• Increase sales
http://www.foursquare.com
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
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- 11. 9/22/2011
Claim Your Venue Search For Your Venue
• Search for your business
• If listed: Claim your venue
• In not listed … Add it !!
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
Claim Your Venue
• Claim Your Business
• Merge Listings
• If you don’t see your
business listing, you can
add it !
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
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- 12. 9/22/2011
FourSquare Specials Tale of Two Coffee Shops
• The Newbie Special: First time check-ins.
• The Swarm Special: Based on amount of people checking-
in.
• The Flash Special: # of people check-in for a designated
time period.
• The Mayor Special: Most check-ins will receive a discount,
free item, etc.
• … and more !!
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
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- 13. 9/22/2011
Incentive Ideas ?
• Bring a friend
• Free upgrades
• Reward check-in quantity
• Special table
• No waiting in line
• Any others ??????
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
Socialize
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
Txt Marketing Tie In
• Invite people to take photos at your location
• Text photo to a Special #
• Opts in to Text Message Marketing
• Promote other special deals
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
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- 14. 9/22/2011
Use FourSquare to
Stand Out in a Crowd Promote your use of
FourSquare outside of
the web ??
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
Promote FourSquare
• At your location
• On your website
• Blog
• In other
advertising
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
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- 15. 9/22/2011
Track Your Results
Questions?
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
Visit Duration
80% of our SBDC website visitors spend less then 30
seconds on our website.
The average website visitor spends about 4 seconds on a
webpage they like !
MAKE IT EASY FOR PEOPLE TO
FIND WHAT THEY WANT !!
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
Create a Landing Page
Page on your website which
can only be accessed through
an incentive you are offering.
Use website analytics to track
the traffic to this page to see if
your ads are effective.
- www.conversionmarketing.com
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
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- 16. 9/22/2011
Stand Out In A Crowd Develop an Internet Marketing Strategy
1. Keywords 6. YouTube
2. Website - SEO 7. FourSquare
3. Google Places 8. Mobile Marketing
4. Blog 9. Track Results
5. Facebook/Twitter 10. Start Over
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
Who is Talking About Me ??
Read customer
review sites for • Google Places
• Twitter
business insight !! • FourSquare
• Facebook
• Yelp
• Gowalla
• … and many more
REMEMBER GOOGLE ALERTS
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
What Do You Need To Do ?
Listen – your customers will tell you things … both good
and bad. Thank them for positive comments … ACT to
overcome the bad comments
Participate - unlike traditional advertising where you
receive a message … in today's world - you respond
REMEMBER TO ADD VALUE
(give people a reason to visit)
Your goal is not to control the conversation … but to
become a part of the conversation --- and learn!
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
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- 17. 9/22/2011
Helpful Links Questions?
• http://wordtracker.com
• http://www.google.com/webmasters
• http://mashable.com
• http://hubspot.com
http://www.scrantonsbdc.com/InternetMarketing
© 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC
Thank you!
AdLin Building, 1st Floor
600 Linden Street
Scranton, Pennsylvania 18510
Phone: (570) 941-7588
Fax: (570) 941-4053
E-mail: sbdc@scranton.edu
www.scrantonsbdc.com
© 2011 The University of Scranton SBDC
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