Web Marketing for Small Business.
A starters guide for small business marketing online. Includes Search Engine Optimization, Social Media, and website design and usability.
3. Overview
‣ What to take home from this
presentation
‣ Review different types of web
marketing, including social media
‣ Discuss how each web marketing
effort ties in with SEO
4. ‣ Usability: assuring and measuring
user experience, good and bad
usability
‣ Design: brand, functionality, good
and bad design
‣ Content: readability, ties with SEO,
good and bad content
9. 4 top usability practices
‣ Presenting info in clear,
unambiguous way
‣ Placing important things in
obvious places
‣ Providing guidance to relevant info
and an action
‣ Offering valuable content
11. The usability
‣ In 2000, 39% of customers failed
to accomplish what they went to
the site for
‣ In 2009, the failure rate dropped
to 22%
‣ Today web conversion rates have
doubled, so twice as many
customers!
Jakob Nielsen
12. Examples
‣ Good usability: amazon.com
‣ Bad usability: georgehutchins.com
16. Format &
‣ Interface is clean, simple, familiar
‣ Navigation format
‣ Placement of information
‣ Not too much stuff going on
‣ KEEP IT SIMPLE
17. The message
‣ You have 3 seconds to tell the
user:
‣ Who you are & what you do
‣ What they need to know about
your products/services
‣ The home page is the place to
make your first impression!
18. Examples
‣ Good design: waterworks.com
‣ Bad design: worldsworstsite.com
20. The problem
Killer Web content... probably
represents less than 10% of
content published on the Web,
because – let’s face it – most
content just gets in the way.
Gerry McGovern
21. Good content
‣ Provide visitors with the right
information at the right time
‣ Be compelling enough to respond
‣ Provide value
22. Be the visitor
‣ Put yourself in their shoes:
‣ Are you getting what you need
right away?
‣ Was the time spent useful?
‣ Less is more
23. Examples
‣ Good content: visibleresults.com
‣ Bad content: acoach4u.com
25. How they find you
‣ Inbound ‣ Outbound
‣ Social media ‣ Print, ads
‣ SEO ‣ Email, direct
‣ mail
Blogging
‣ Events
= 60% lower cost
per lead than
traditional
marketing
27. It is not the strongest of
the species that survive,
nor the most intelligent,
but the one most
Charles Darwin
28. Some statistics
‣ 58% of small business agree that
social media is a good way to
increase business & know what
people are saying
‣ 46% wish they knew more
‣ 27% think it’s just for young
people Ad-ology study,
2009
29. The fear
‣ Too much technology
‣ Will waste my time
‣ Won’t be able to understand it
fully
30. Benefits
‣ Generating leads
‣ Keeping current with industry
‣ Monitor online conversations
‣ Increases SEO
31. The big 3
‣ Twitter: micro-blogging
‣ LinkedIn: professional networking
‣ Facebook: general networking
32. ‣
‣ 12 million users Know your goal & be
knowledgeable
‣ Good for retail, ‣ Create relationships
first, then followers will
restaurants, come
service-oriented ‣ Tweet the stuff that
business matters to them; ask
questions, chat, inform
‣ 19% say more ‣ Follow relevant brands &
effective than companies
others ‣ Add links
33. ‣ ‣ Build network of past
50 million users
colleagues, friends,
‣ Good for business industry experts
& industry assoc., ‣ Use groups to
alumni, recent promote your
grads, other business
professionals ‣ Let people know you,
‣ 21% say more then your biz
effective than ‣ Scope out
others competition,
partners, customers
34. ‣ ‣ Update at least 2
400 million
users or 3 days
‣ Create a fan page
‣ Good for
schools, non- ‣ Be professional
profits, b2c until you know
industries, retail each other better
‣ ‣ Effective
33% say more
effective than communication
counts
others
35. General tips
‣ Repurpose content by sharing it
‣ Only create accounts if you take
the time to use them
‣ Show the world you’re on a social
networking site
36. General tips
‣ Be genuine; no hard sales
‣ Let them get to know you before
you try to get them to buy
something
‣ Make sure your tone & content
match your brand
39. Why SEO?
‣ The competition is enormous: ~
109 million websites are online
‣ It’s about making yourself visible
in a large crowded room
‣ And about increasing volume &
quality of traffic