How to Market Your Small Business (on the web)

1. How to Market Your Small Business(on the web) David Hoegerman October 2010

2. Overview 1) Marketing Strategies 2) Email Marketing 3) Search Engine Optimization 4) Social Networking 5) Resources & Monitoring Metrics

3. Overview 2.0 1) Marketing Strategies Basics 2) Email Database Marketing 3) Search Engine Optimization Marketing 4) Social Networking Web 2.0 5) Resources & Monitoring Metrics

4. Marketing Strategies Marketing Basics

5. Branding vs. Direct Marketing • Branding aims to build awareness or create an image so that when the time comes for a consumer to make a purchase, the brand is considered. • Direct marketing aims to obtain an immediate response

6. Integrated Marketing Communications • Carefully integrating the company’s many communication channels to deliver a clear, consistent, and compelling message.

7. Market Segmentation • Process of identifying specific purchasing groups based upon their needs, attitudes and interests.

8. Email MarketingDatabase Marketing

9. Database Marketing • Email Marketing - promotion of products or services via email. • Spam - sending unsolicited bulk messages indiscriminately. • Email Blast - electronic mailing, sent all at once to a large mailing list. • Database Marketing - form of direct marketing using databases of customers or potential customers to generate personalized communications

10. Database Marketing • List Segmentation – division on your customer and prospect lists into similar groups • Demographic • Geographic • Behavior • Purchase history

11. Customized Emails • Barnes & Noble Textbooks marketed to students “New from an author you know”

12. Customized Emails & Mailings • Red Cross Donor Profile: Me • Demographic & geographic • Donation record & blood type • Targeted Communications • O Pos Double Red • Timed to coincide with optimal donation schedule • Informs of drives near my home that offer the services I use.

13. Customized Emails • Williamsburg Travel • Customers within 3 hour drive time receive offers and announcements for weekend getaways and special events • Customers farther than 3 hours away are marketed to with incentives for family vacations • Customers with children are shown different promotions

14. Search Engine Optimization Search Engine Marketing

15. Optimization • Search engines scan a page and analyze it for important information • Quality and Relevance • Links • Content • Site Architecture

16. Relevance • Title • Headline • Links • Content • File name

17. Sponsored Search • All major search engines allow advertisers to purchase ads • Segmented by • Search Query • Geographic • Demographics • adwords.google.com • advertising.microsoft.com

18. Vertical Search • Local Listings • Real Estate • Products • News

19. Putting it Together

20. Social NetworkingWeb 2.0

21. Web 2.0 • Web 2.0 - is commonly associated with web applications that facilitate interactive information sharing, interoperability, user-centered design, and collaboration on the World Wide Web (Wikipedia) • In a nutshell… user generated content and networking

22. Web 2.0 “Technographics” www.Vectec.org/technographics

23. Web 2.0 • Social Networking • Facebook • Twitter • User generated content • Testimonials and reviews • Comments • Forums • Blogs

24. MonitoringMetrics

25. Metrics • This may seem self evident, but monitoring customer behavior does us no good in and of itself • Actionable Data • What goes right? (Repeat and Capitalize) • What goes wrong? (Fix or Eliminate) • Eliminate the guess work by tracking marketing efforts. • Maximize your revenue and ROI.

26. “Regular” Stats Programs 30 day visitor tracking • Can give track number of hits and visitors as well as some navigational and referral data.

27. Aggregated Tracking • Tracking Key Performance Indicators on overall site usage gives us general trend information • “we have more visitors this month than last” • “visitors are spending more time on our site” • “the most popular area of the site is _____”

28. Advanced Tracking Most professional reporting packages track sales, conversions, and advertising campaigns in much greater detail. Can track a visitor over the course of years. Better information gives the business owner the ability to make better decisions.

29. Segmentation Tools • With reports that allow greater segmentation, we can focus on characteristics of core customers

30. Goal Tracking • Many analytical programs allow site owners to customize goal tracking. • Segmented by source for ROI Analysis • Segmented by keyword

31. Goal Tracking • Many analytical programs allow site owners to customize goal tracking. • Segmented by source • Goal Funnel Analysis

32. Metrics • www.omniture.com • www.google.com/analytics

33. Questions CONTACT INFO: David Hoegerman david@vectec.org

34. Resources • www.omniture.com • www.google.com/analytics • adwords.google.com • advertising.microsoft.com • www.vectec.org/resources

38. Supplemental Information • I’ve included many slides showing examples of how some content is “optimized” for search engines. The process involves making minor revisions to content to ensure keywords are included and adding links to other pages within the text.

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