Basics of Web Marketing for Small & Local Businesses

O X I E M | C O L U M B U S & S P R I N G F I E L D | T : 8 6 6 . 4 3 2 . 8 2 3 5 | O X I E M . C O M

Engaging Branding | Top Technology | Easy Manageability

> Sites that perform & convert visitors into customers

Holistic Web Marketing | Organic + Paid + Quality Metrics

> Continually managed, for traffic and conversion

Connect | Convey | Converse with Audiences

> Active dialog that creates a bond and advocacy

California Beef

Council

We’re “Doing Web Marketing”

Successful

Website

Brand

Big

Thing

Little

Thing

Ease

• Your website captures and communicates an emotional

benefit to the visitor

• An immediate connection is made when the visitor enters

your website

• Is consistent with your overall brand and communication

strategy

• Creates a beautiful, highly-functional experience

Brand

The key elements of your website that carry

the weight when it come to success of the

website. Many times, these are the 2-3

things that top your list when thinking what

you want out of your website

Big Things

• Calendar of events

• E-commerce

• Photo galleries

• Blog

• Maps

• Menus

• News

Big

Things

• Live streaming of social media content

• Video integration

• Alert system

• Partners

These are the little touches to your website

that will potentially have high impact on

how your visitors perceive and interact with

your website. This is what separates your

website from other cookie cutter sites.

Little Things

• Navigation structure

• Font selection

• Creative copy

• Image selection and editing

• Icons

Little

Things

This includes both the easy of use for the

visitor, but also manageability for the

management to control and add website

content.

User Ease

• Well organized and intuitive navigation structure

• White space – avoid adding too much to the homepage

• Multiple ways to access one piece of information

Management/Staff Manageability

• High-functioning Content Management System (CMS)

• Ability to make edits and updates to your website without

the need of an IT expert

Ease

PAID

ORGANIC

Active placement, negotiation and management of online marketing

programs measurably drive website traffic, quality of visit and conversion

• Organic Search Engine Optimization (SEO)

The process of enhancing a website’s content and code, along with

off-site positioning, that improves its visibility and ranking within

search engines.

• Paid Search Marketing (PPC)

Paid placement of ads (Sponsored Links) for select search phrases,

day parts and/or geographies when pre-defined keywords are typed

by a visitor

• CPM Advertising

Paid display advertising on news, entertainment, information or

reference sites (i.e. banners, towers, etc)

1. Participate in directories

2. Get lots of people to link to you

3. Know and use your keywords

4. Have good content that people want to read and share

5. Pay attention to your site analytics

6. Capture sales leads

7. Have opportunities for customers to take action

8. Make sure Google can see your site : no “gunk,” clear URLs

Q. What do you need to look at to know your site

is performing well?

1. Average time on site: 3-4 min. is good

2. Bounce/Abandonment rate: Less than 40% is

good, less than 30% is great

3. Visits: Steady growth is important

4. Pages per visit: At least 3

Targeted

Traffic Generated

Quality of

Visit

Conversion

• Buy now!

• Take a quiz!

• Fill out a form

• Ask a question

• Watch a video

• Download a brochure or

whitepaper

• Request more info

• Contact us form

Building a Keyword List

• Think like a customer

• Include spelling mistakes and variations

• Include plural and singular versions

• Cast a wide net. Refine, refine, refine.

• Long tail theory

Tools:

adwords.google.com/select/KeywordToolExternal

freekeywords.wordtracker.com

websitegrader.com

Key to Success: Fresh, high-quality content!

Tactics:

• Blog

• Whitepapers

• E-books

• Sharable content on your website

Title Tags

Title tags are the descriptions located at the top of the visitor’s web browser, and

they’re a strong indication to Google what each page is about.

Heading Tags

Heading tags are typically the biggest lines of text found toward the top of each page

H1 H2

H3

H4

• Google.com/LocalBusinessCenter

• Local.yahoo.com

• Yelp Business Account

• Superpages.com

Tips:

• Engage people in

conversation

• Share news

• Establish your expertise

• Be a real person

• Show personality

• Be interesting

Tips:

• Have a fan page

• Post contact information

• Seed discussion questions

• Share blog posts

• Post photos, tag them

• Let friends share what

they love about your

business

Tips:

• Share your expertise

• Recommend people

• More formal, business-oriented

• Join groups

• Participate in discussions

• Make it easy to contact you

• Link to your site

• Connect people –

and see who you know, knows.

• 80% Personal, 20% Business

• Be a resource and share interesting content

• Find ways to take the relationship offline

• Think long term!

thankyou

Oxiem Marketing Technology

oxiem.com

614.488.1812

Connect

colig@oxiem.com

@sparklegem

linkedin.com/in/crystalaolig

facebook.com/crystal.olig

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