Presentation to Small - Medium Business owners in Melbourne, Australia on how to use Internet Marketing to grow their business.

1. How to Use the Internet in Your
Business
How to use Internet
marketing to grow your
business…
Presented by John Duffield

2. John Duffield What I Do ……
• Business Performance
Improvement.
• Website Design
• SEO
• Digital Marketing
• iPad Apps
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3. 1. How to build a list of
prospects to sell to
• Site set up
• Correct site structure
• Search engine optimised
• Keywords and related words
• Backlinks (inbound links)
• Use of social media
• Pay per click
• Other site listings
You can sell almost anything online…
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4. •T1 general keyword, is the most difficult keyword for you to
ranked on.
•T2 -more specific, as your website gradually gain search engine
rankings, these pages will be picked up and ranked as well.
•T3 – easiest keywords to be ranked on- most specific keywords,
usually lower demand and less supply.- provide the initial
stream of traffic that starts to flow to your website.

5. Site Set-Up
•Domain name
•Web hosting
•Self-build
•Built by designer

6. Search Engine Optimised
• Pages in hierarchy format
• Keyword theme for each page
• Related words
• Keyword density
• Set up your analytics
• Measure over time

7. Keywords and Related Words
• Google trends
• Related keywords
• Check your competitors
• Keywords that appear in the
pages
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8. Backlinks/Inbound Links
• Link to related sites
• Ranked equal or higher than
your site
• Vote of confidence
• Software to help you
• Start with Facebook, Google+
• Directory listings

9. Use of Social Media
• Facebook fan page
• Twitter
• LinkedIn
More on this next week!

10. Pay Per Click
• Pay per keyword cost
• Set up your budget
• Way to test ideas
• Can be expensive
• Google
• 3rd party local suppliers
• Consider Facebook

11. 2. Using email marketing
• Set up with email marketing service
• Set up your list framework
• Opt-in form
• Point people to your opt-in form
Captive market for your products ...
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12. email Marketing Services
• A-Weber
• Constant Contact
• iContact
• Mail Chimp
• Outlook?

13. Set up your list framework
• What fields do you
need in your list?
• Design the initial
email responders
• Get the embed code
for your opt-in form

14. Your opt-in form
• Only essential fields
• Placement on your
site
• Have this on every
page of your site
• Drive traffic to this
form

15. Point people to your opt-in form
• From posts on
Facebook
• From Twitter
• From LinkedIn
• From blogs
• Use as a signature
• Emails

16. 3. Selling From Your List
• Why should I do this?
• Where to start?
• What can I offer them?
• How often should I contact my list?
• Other ways to sell to your list
Selling to a captive market…
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17. Why Should I Do This?
• This is similar to having a
membership site, except
they don’t pay!
• You have developed a loyal
following over time …
• List subscribers are a
captive audience …
• It is easy to set up

18. Where to Start?
• Understand the principles
of email marketing …
• Get an email marketing
provider …
• Aweber
• Campaign master
• Get response
• Mail chimp
• Opt-in principles

19. What Can I Offer Them?
• Free information
• Build up a loyal following
• Impress them with your
knowledge
• Remember the membership
thing …
• Links to key areas of your
website (targeted pages)

20. How Often Should I Contact My List?
• Emails (responders)
• Sequenced
• Timed for effect and impact
• Newsletters – monthly
• Special offers
• Seasonally
• Birthdays
• Anniversary of signing up
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21. Other Ways to Sell to Your List
• On your newsletter …
• Advertise your affiliate links
• Link to your shopping cart
• Link to special offer pages
• Offer coupon codes for
member get member
• Be creative
• Survey them, want content
is of interest to them SM

22. 4. Auto-Responders
• Building your page offer
• Increasing your list size
• Using auto-responders
• Seeing the results
Auto-responders are a powerful method to
increase visitors’ interaction
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23. Building your page offer
• Build your
subscriber list
• Offer something in
return
• Giveaways spark
interest and desire
• Have a landing page

24. Increasing your list size
• Attracting people is
the challenge…
• Facebook options
• Use your blog
• Share in posts
consistently
• Hootsuite

25. Using auto-responders
• Lets you automate the
whole process for new
subscribers
• Maintain contact with
your list for months,
years on auto pilot!
• Set up a sequence of
emails
• The money is in the list

26. Seeing the results
• Only essential fields
• Placement on your
site
• Have this on every
page of your site
• Drive traffic to this
form
• Don’t make them
jump through hoops!

27. 5. The Power of
Newsletters
• Why use newsletters
• Seasonal opportunities
• Easy to set up
• Things to consider
• Analyse the results
• Plan out your messages
Email newsletters let you maintain a relationship with
your customers and supporters that has residual value
far beyond their visits to your website.
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28. Why use newsletters
• Answer a different need
• Customers appreciate hearing
from you
• Improves your online activities
• Single highest ROI
• Frees dependency on search
engines

29. Seasonal Opportunities
• Get the message out at
the right time!
• Offer pre-launch sales
• VIP customer specials
• Change the newsletter
them to suit the season

30. Easy to set-up
• Save a template for
ongoing use
• Can be HTML or simple
text based
• Include links back to
specific webpages
• Embed audio and video

31. Things to consider
• Open rates
• Click-thru rates
• Keeping out of the junk
mail and spam filters
• Use good subject line
headers
• Design for scanners not
readers

32. Analyse the results
• How many people opened
the newsletter?
• How many people clicked
on the links and went to
those pages
• Bounces?
• How many purchased?
• Mail Chimp
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33. Plan out your messages
• Most newsletters fade and
die after a short-time
• Plan out a years worth of
topics
• Consider seasonality
• You can set these up on
auto by timed release date

34. 6. Utilising the power of
video
• Enhance your website
• Demonstrate a product or activity
• Sharing your expertise
• Drive traffic to your website
• Give your business a personal face
One of the most lucrative selling tools..
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35. Enhance your website
• Turn a static website into a
dynamic interactive
destination
• Promo video
• Who you are and what you do
• Website tour
• Virtual tour
• Video testimonials

36. Demonstrate a product or activity
• How to videos
• Educate your customers
• How to use your products
• Train clients remotely
• Screencasting
• Camtasia
• Screenr

37. Sharing your expertise
• Expertise on a particular topic
• Educational videos (e.g. industry)
• Newscast on updating viewers
on your products/services
• Show generic videos on related
areas

38. Drive traffic to your website
• Videos are SEO friendly
• Use targeted keywords when
tagging your videos
• Create a variety of videos that
focus on different keywords
• Consider multiple video sharing
sites
• Vimeo, metacafe, flickr

39. Give your business a personal face
• Introduce yourself and your
business
• Makes your site believable
• Have short videos on selected
pages
• Sidebar is usually a good place
• Blog your videos
• URL link in videos (not YouTube)

40. 7. Using statistics to
measure your campaigns
• Why should I do this?
• Where to start?
• How often should I do this
• What is the benefit of doing this?
Measuring your online marketing
activities…
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5L

41. Why should you do this?
• Need to know its working
• Did you achieve your goals?
• What could have been done
better?
• What will you do better next-time?

42. Where to start?
• View the analytics
• Open rate >25% is good
• Click thru rate >30% is good

43. How often should I do this?
• After every campaign
• Email
• Newsletter
• Compare results from past
campaigns

44. Benefit of doing this?
• Gives you a better understanding
of what topics are appealing
• You can see what segments of
your list open more that others
• You can build on what works
• Modify and improve on what’s
not working
E

45. Why not Visit us?
www.small-business-world.com

46. Questions?
http://small-business-world.
com/contact/