Embed Size (px)
DESCRIPTION
Presentation by Carol Sanger, The Web Division. Proven online strategies can help you launch your company’s web presence, e-mail newsletters or blog, and help you sell goods and services online. In this workshop you will learn how to track you marketing and sales progress through web analytics. The workshop will touch on natural and paid search engine marketing, developing keywords, shopping carts, web graphics and building your e-mail list to reach your target market.
Citation preview
Internet Marketing Basics
MASSACHUSETTS SBDC NETWORK
• SMALL BUSINESS DEVELOPMENT CENTERS• UMASS AMHERST SBDC STATE OFFICE• BERKSHIRE REGIONAL SBDC• CENTRAL REGIONAL SBDC AT CLARK UNIVERSITY• NORTHEAST REGIONAL SBDC AT SALEM STATE UNIVERSITY• SOUTHEAST REGIONAL SBDC• UMASS BOSTON REGIONAL OFFICE & MINORITY BUSINESS CENTER• WESTERN REGIONAL SBDC
• SPECIALTY CENTERS– MINORITY ASSISTANCE – MASS EXPORT CENTER – GOV’T PROCUREMENT (PTAC)
Salem State University SBDC Counseling Outreach Sites
Salem (Regional HQ)Amesbury
BeverlyBillerica
GloucesterLawrencePeabody
SBDC CONTACT INFORMATION
• PHONE 978-542-6343• FAX 978-542-6345• EMAIL [email protected]
• WEB SITE WWW.SALEMSTATE.EDU/SBDC– ONLINE CALENDAR OF UPCOMING WORKSHOPS– REGISTER ONLINE FOR WORKSHOPS– DIRECTIONS TO SBDC OFFICE & WORKSHOP LOCATIONS
Internet Marketing - The BasicsMarch 18, 2014
Presented by Carol Sanger
TheWebDivision.comFor SBDC
Introduction
3 Modules
1. Internet Marketing Basis Overview2. Basic Internet Marketing Strategies3. Search Engine Marketing Intro
Questions
To make the most of the time available, time is available for a
few questions at the end of each module.
More Q&A time is available at theend of this session as well.
Module 1: Internet Marketing Overview
1. Planning – what is your goal2. Define your audience – who are they3. Competitive Analysis– what are you up against4. USP – describe how are you different5. Content – write it right 6. Call to Action – what do you want people to do
Internet Marketing Goal
To support rather than replace your overall marketing plan with an approach that focuses on what your prospects and
customers want.
All Marketers Need a Plan and a Goal.
First 6 Steps
Laying The FoundationFor Your Plan
Source: Xcellent Mark
Step 1:
Source: DocStop.com
Step 2: Define Your Target Audience
Step 3: Competitive Analysis
• Who are your top 3 competitors?• Where are they positioned in search results
for your type of business and customers? • What’s their promotion or pitch?• What is their site content like?
Research and create a list that works for you.
Source: Entreprenuership in a Box
Step 4: Define Your USP
• Unique Selling Proposition:– What makes you different
• What can you do better?– Explain why it matters
• More than a slogan or tagline.– Offer a unique, compelling offer
Step 5: Write Effective Content
– Clear– Persuasive– Benefit Rich– Compelling Offer
Image Source: How to Make Your Own Website Now
6. Include Your Call-To-Action or CTA
• A Call to Action is a way for customers to understand what’s next .
Image source: Edental Image Company
Call-To-Action Best Practices
Placement Counts:
- In the top area of your page, also known as “above the fold”- White space around the CTA helps it stand out.- Using a different eye catching color or image draws attention.- Should be large enough to capture attention.- Ideally, it should exist on every page of your site.
Module 1 Questions:
About The Foundation of Internet Marketing
Module 2:
BASICInternet Marketing Strategies
• Bring in the traffic
Bring In The Traffic
• Email Newsletters• Blogs• Video• Other Social Media• Search Engine Optimization &
Marketing
Email Marketing
• Benefits of Email Marketing:– Top of mind awareness.– Delivers/pushes your message to people who
asked to hear from you.– Drives people to your site, your store, your
social media.– Helps generate those leads.
Image Source: Demand Spring
Email Marketing Best Practices
• Strong subject line.• Personalize messages.• Relevant and interesting content.• Quick to read.• Not just a sales pitch.• Regular publishing schedule.• Links back to your site and social media.
A Few Great Email Solutions ForSmaller Businesses
Build Your List: Capture Names
• Sign up box on your Web site.• Include link to signup form:
– Email Signature– Social Media Sites (app available)
• Manual collection.
Source: Online Marketing Consultancy NYC
Social Media
IMAGE SOURCE: HUBSPOT
Blogging Best Practices1. Post often2. Write Titles and sub titles that are catchy3. Promote your post4. Organize5. Consistency6. Topics that interest your viewer7. Don’t try too hard8. Have fun
Consistent Blogging = More VisibilityVisibility = More Credibility
More Credibility = More Chance to Attain Your Goal
Top Blogging Sites
Video Marketing
• Youtube is the #2 search engine.• Frequently searched for “how to” videos.• Youtube makes it easy to uploaded videos.• You can create a Youtube channel with your
own videos as well as others.• Useful for video blogging.• Slideshare, Vimeo, Metacafe
Tracking/Measuring
How Will You Know…
How your web site is performing?How many people are visiting?
Which pages are more popular?Which pages aren’t working?
Google Analytics
• Add Google Analytics code to your site and blog.
• It’s free (you need a free Google account).• It offers a wealth of information about
your site traffic.• It will help you determine what steps to
take with future content and promotions.http://www.google.com/analytics
Module 2 Questions: Basic Internet
Marketing Strategies
Module 3:
Search Engine Marketing Intro
Search Engine Optimization (SEO) Search Engine Marketing (SEM)
• Optimization (SEO): The process of preparing a site for top rankings in search engines. (Also known as Natural Optimization: No Paid Ads.)
• Marketing (SEM): The process of getting a site to the top by using online marketing techniques.
Keywords/Keyword Phrases
• 2 to 7 words as a phrase• Phrases that your customers and prospects
will use to find you and your site.
Example of Keyword vs. Keyword Phrase:
Books is a general keyword – achieving top rankings for this term is difficult at best.
Cook books is a general keyword phrase – better than just “books” and has more potential, but still highly competitive.
Italian cook books is a more specific term – by adding an additional targeted keyword the phrase becomes a stronger keyword phrase.
Northern Italian cook books: a much more targeted and therefore more effective keyword phrase.
Getting Started With SEO
1. Define with your target audience.2. Conduct your competitor research.3. Create your top 10 keyword phrase list for each page.4. Write a 25 word description for each page.
What to Do with KeywordsBest Practices
• Place them in your content• headlines and sub headlines• bullet/numbered lists• short descriptive paragraphs
• Place them in your site code*• page titles• meta tags
• Use them at your social media sites• in descriptions• summaries• article titles
SEO/SEM Need to Know• SEO takes time and patience.• Be pro-active and use other ways to drive
traffic to you site.• Blogging and social media are now more
important than ever before.• Keyword rich content is still king.
Module 3 Questions:SEO/SEM and Keywords
Check List
Have a plan. Focus on your target audience. Create keywords based on how your
prospects search for your product service. Write relevant, fresh content that your
target audience wants to read. Craft a compelling offer. Include a call-to-action. Analyze results.
What You Can Do Now
1. Clarify the goals of your marketing.2. Define your target audience.3. Create customer personas.4. Start a keyword phrase list.
General Internet Marketing Questions & Discussion
Thank You For Attending!
Carol SangerThe Web Division
978-712-0452TheWebDivision.com
HAVE FUN!
