Internet Marketing Strategies Post Harvey

1. Internet Marketing Strategies Post Harvey Dr. Karen A. Loveland Texas A&M University – Corpus Christi

2. What the heck are you trying to do? • Sell something online? • Build relationships with customers? • Generate leads for your salesforce? • Drive traffic to your physical store location? • Build your brand? • ????? No matter what you’re trying to do, your first step is to have a plan. Need Help? Consider Interns, Virtual Volunteers, Sharing Skills through Alliances

3. Internet Marketing Tools • Search Engine Optimization (SEO) – techniques to influence organic search results. Includes On-site and Off-site. • Paid Search (PPC) – the “sponsored results” on the top of side of a search engine results page (SERP). • Content Marketing – creating clever content that’s educational, inspirational and/or hilarious rather than promotional. • Social Media Marketing – engaging with customers. • Email Marketing – assist in purchase journey and convert customers into evangelists. • Mobile Marketing – SMS/MMS, in-app marketing, notifications. • Analytics – tracking visits, engagement, and conversions using metrics.

4. Free (or low cost) SEO strategies • Local search optimization • 56% of local businesses have NOT claimed their free Google Business Listing • Other free listings include Bing, Yahoo!, Yelp, Merchant Circle, and many others. • Local business directories • Check maps to make sure your business location is accurate • Optimize page title and headline • SEO analyzer tools identify issues with site design such as bad content, loading speed problems and more. • Is your site optimized for mobile? Google and Bing (and others) offer free tools to test the mobile friendliness of your site. • Increase backlinks by networking with local businesses and industry-specific sites

5. Content Marketing Strategies • Create a video channel on YouTube • Shoot short “how-to” or “unboxing” or “just arrived” videos on your smartphone • Post short video-blogs with positive recovery stories • Blogging • Share your expertise related to products/services you provide • Collect customer testimonials • Visuals – infographics, charts/tables • Share, Share, Share • Share it yourself on your social media channels • Encourage/reward employees for sharing • Make it easy for customers to share

6. Social Media Marketing Strategies • Build Facebook page • Post relevant photos • Announce specials, changes to hours, new arrivals/menu items/services • Create a group and offer exclusive content to group members • Create profiles on other relevant social media sites • Twitter, LinkedIn, Instagram, Reddit, Pinterest, Google+ • Recognize/reward employees for monitoring & participating in social media conversations • Stay Active • Comment on other posts • Share relevant info posted by others • Monitor review sites & respond to reviews of your business

7. Email Marketing • Build a mailing list • Opt-in box on Web site, social media pages; request from in-store customers • Hold a contest/sweepstakes (check TX law) • Offer coupon/discount • Start referral program • MailChimp offers free tools for segmenting your list and automating email marketing for up to 2,000 subscribers • Write an email newsletter • Connect with influencers & potential evangelists

8. Mobile Marketing Tips • SMS/MMS & Notifications • Add cell numbers to database & obtain permission • Use Clearstream or other free service to send mass texts to subscribers • Confirm appointments/reservations; reminders • Coupons • Set up mobile pay

9. Other tips • Track everything that matters • Google Analytics to analyze website usage • Confirmation page for each call to action • Use call tracking for phone calls • Request feedback / reviews from customers • Read as much as you can • Online training/certifications • Check out your competition

10. Thanks for listening Any questions?