Web basedmarketing Dayton SCORE 12 4 2013
•Télécharger en tant que PPT, PDF•
0 j'aime•785 vues
An orientation to internet based marketing for small business owners. Topics addressed include building a website, good website design practices, website search engine optimization, use of google SEO, and social media marketing. This is the first of a series of 5 workshops. Contact b2bplanner for more information.
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (20)
En vedette
Similaire à Web basedmarketing Dayton SCORE 12 4 2013
Similaire à Web basedmarketing Dayton SCORE 12 4 2013 (20)
Plus de B2BPlanner Ltd.
Plus de B2BPlanner Ltd. (11)
Dernier
Dernier (20)
Web basedmarketing Dayton SCORE 12 4 2013
- 1. Introduction To Web Based Marketing
- 3. About Dayton SCORE www.score.org SCORE supports small business by: • Providing mentoring and training to those Preparing to start up a business To existing small business owners Wanting to grow Needing to improve performance • Mentoring is “free and forever” • Seminars are at no, or a nominal charge Visit - www.daytonscore.org to find out more daytonscore.org
- 4. Workshop Guidelines www.score.org • Please Sign-in • Pick-up a handout package • Pick-up applicable brochures • Turn off cell phones • Engage in the session • Restroom Break (if needed) • Complete Seminar Evaluation • Review slides at Slideshare daytonscore.org
- 5. Bob Carlson www.score.org Business Side Experience •40+ years of business experience •Expertise in Information Technology Strategic Planning Program Management Internet and Intranet Design •Education BS Engineering MS Logistics Management daytonscore.org
- 6. Art Helmstetter www.score.org • Experience: Business Marketing and Sales Strategic Planning Service business Development • Started two small businesses • Grew two businesses 0 to $25 million • 35 years - business & management experience • Education and Registration: MBA, BS & MS Engineering, Registered Professional Engineer daytonscore.org
- 7. Name Tag or Table Tent www.score.org • Name • Organization • Position • Workshop Objectives John ABC Company Vice President John ABC Company Vice President Let’s Get Started daytonscore.org
- 8. Workshop Overview www.score.org • Marketing 101 • Where digital marketing fits • Elements of digital marketing • • • • Planning a website Building a website Search Engine Optimization Use of Social Media • Next Steps daytonscore.org
- 9. Marketing 101 www.score.org daytonscore.org Your business plan MUST answer these questions and define HOW you will do it. Who You Sell To? Defines WHERE you market How You Beat the Competition? States your UNIQUENESS for Your “marketing message” How You Make Profit Determines what you are selling and at what price.
- 10. Marketing and the Role of Digital Marketing www.score.org daytonscore.org Mass Media TV, Radio, Print Digital and Web Based Location & Face to Face Promotions & Packaging
- 11. Use Both Inbound and Outbound Marketing www.score.org daytonscore.org
- 12. Where Digital Fits In Your Marketing www.score.org Integrate marketing elements daytonscore.org
- 13. Why Digital is Important? www.score.org daytonscore.org
- 14. Where You Need to Be In Digital www.score.org daytonscore.org
- 15. Why Digital Is Good For Small Companies www.score.org 1. It is low cost 2. It is scalable to national or global 3. Quality is economical – you look BIG 4. It can be highly targeted 5. It is real time 6. Results are easily measurable 7. It can be personal and one-to-one daytonscore.org
- 16. The Web Fits between Mass Media and Face to face Contact www.score.org daytonscore.org • Small Businesses can use the Web to capture some of the benefits of personal contact, yet avoid some of the costs inherent in FTF customer management • Trust is often related to proximity
- 17. A WEBSITE IS THE FOUNDATION OF A BUSINESS www.score.org daytonscore.org
- 18. STEP 1. Website Development www.score.org • Planning for the Site • Acquiring the Site • Website Optimization • Social Media daytonscore.org
- 19. Decide Your Site’s Purpose www.score.org daytonscore.org Typical uses: • Build awareness of your brand and products online brochure • Distribute information that saves staff resources hours, location, services • Build relationships and get visitor identity information offer a newsletter or free report in exchange for an email address Provide social media buttons for twitter, Facebook etc. • Perform e-commerce, sell and deliver product/service
- 20. Consider Your Audience www.score.org You first think of: • Existing customers • Potential customers daytonscore.org But there will be: • Competitors • Vendors • Potential lenders • Potential investors • Potential employees • Existing employees • Press
- 21. Step 2. Website Acquisition www.score.org • Planning for the Site • Acquiring the Site • Website Optimization • Social Media daytonscore.org
- 22. Domain Name www.score.org daytonscore.org • What is a Domain Name? • What Domain Name should I get? Company Name if well known Include Keyword Phrases - function, location, etc. • Where to go to RENT domain name Any Internet Service Provider (ISP) register.com godaddy.com • Need a hosting ISP to house your site Own this process!
- 23. findmyhosting.com www.score.org daytonscore.org One of the comparison tools to assist in selecting your host: findmyhosting.com
- 24. Site Builders www.score.org Portable - DIY Portable - Developer daytonscore.org Non-Portable Own – Domain Own – Domain Own – Domain Own - Copyright Own - Copyright Own - Copyright Own – Template Own – Template - NO Own – Template – NO Own - Code Own – Code? - $ Own – Code – NO
- 25. Building The Website www.score.org daytonscore.org Do it yourself (DIY) Can I spare the time Do I have the skills? Can I get affordable training? Do I want control of my website? Hire a website developer Do I have the money to hire someone? Am I okay with having someone else in control?
- 26. Do It Yourself ? www.score.org daytonscore.org Pros Cons • You control your website Frequency of Updates Speed of updates Ensure Content • Less Expensive • You don’t have to rely on someone else’s schedule. • Takes time to update • The learning curve • You may not get the best features
- 27. If You Hire A Developer www.score.org daytonscore.org • Have a signed contract – – – – Retain ownership of domain name Own all content (copyright) Where applicable own the code (assignment) Pay as work progresses (progress payments) • Stay involved and meet frequently
- 28. Web Build Strategy www.score.org Start Package $$ Intermediate Package $$$$ Home Home daytonscore.org Enterprise Package $$$$$$$$ Home
- 29. Website Building Costs www.score.org daytonscore.org • One time costs – Front End Web site creation/setup Graphics, photos Domain name(s), building client databases (your time) for site content development • Recurring operating costs - Ongoing Hosting Maintenance/modifications Web site management (you or your delegate)
- 30. Estimated Front End Costs www.score.org • Custom developed website • $1,500 to $7,000 • 20 – 100+ hours of your time • Developer site using a website builder • $500-$1200 • 40 – 100+ hours of your time • Do it yourself website (DIY): • $300-500 • 50 - 200+ hours of your time daytonscore.org
- 31. Ongoing Costs www.score.org Domain Name Rental $8-$30 (annually) Hosting Service $5-$200 (monthly) Site Maintenance $0-$500 (monthly) Search Engine Listings $0-$2000 (annually) $100 - $2,000 per year daytonscore.org
- 32. Use Professional Images www.score.org Have your products professionally photographed. or … buy professional stock photos: www.istockphoto.com www.photodisc.com www.corbis.com www.gettyimages.com Remember copyright laws apply to the internet daytonscore.org
- 33. Example Template for Wor dpress www.score.org daytonscore.org
- 34. www.score.org TIME FOR A BREAK? daytonscore.org
- 35. Step 3. Website Optimization www.score.org • Planning for the Site • Acquiring the Site • Website Optimization • Social Media daytonscore.org
- 36. Organic vs. Paid Results www.score.org daytonscore.org People click in the organic results 75% of the time!
- 37. How They Rank You www.score.org daytonscore.org Over 85% of web searches are done on Google Search Engine “crawlers” index site content like a library index to find the best key word matches Google’s method to rank listings is Top Secret ! Ranking Factors include: “Freshness” of the site content Publishing media, blogs, social media, etc. Key word match to site content or name Site traffic volume Links to and from the site
- 38. Key Words for Organic Results www.score.org Use keywords that describe your products/services Use keywords that indicate where you do business Optimize keyword phrases within your site that have a higher a number of searches. (see analytics) Review your competition’s online presence. Look at the top 10 sites (check out keyword phrases, etc) Look at the number of listings for searched keywords on Google. Stay away if more than 5 million 85% of searches are 2 words or more. daytonscore.org
- 39. Internet Magic www.score.org daytonscore.org Let’s see how we can see the keywords coded into www.daytonscore.org You Can See The Keywords On A Competitor’s Website
- 40. You Have 60 Seconds… www.score.org daytonscore.org You have LESS than a minute to engage a visitor 5-10 seconds if you do what they are looking for Decide 5-10 seconds Navigate to find details about what they are looking for 20-30 seconds Compare and evaluate your information, services, products, case studies, etc. 5-10 seconds to Convert (find a phone number, complete a form, link to email, bookmark etc.)
- 41. Maintenance Tasks www.score.org daytonscore.org • Content management Change 15-20% of site content per month • Site maintenance Avoid “linkrot” – check each link monthly Analyze traffic (hits by day/week/month, etc.) • Client feedback Use a separate website related email address Respond daily!
- 42. www.score.org daytonscore.org YOU CAN MEASURE YOUR RESULTS
- 44. Use FREE Google Tools www.score.org daytonscore.org Google Analytics – captures information about the way users behave on your site. (www.google.com/analytics) Google Adword Keywords Submit site to Google Index (new site) Create a free Google and Yahoo Local Listing – and get reviews Get Reviews and create offers on Google Local/Maps
- 45. Optimize Results through Directories and Link Building www.score.org Submit your website to free submission directories and create a profile: Google http://www.Google.com/LocalBusinessCenter Yahoo BING Yelp Merchant Circle Use Yext to check your status: www.yext.com Link your site to other sites: Trade organizations Groups in your industry through social media daytonscore.org
- 47. Email www.score.org • Get contact information – daytonscore.org website, social media, advertising • Manage email campaignshttp://email-marketing-service-review.toptenreviews.com/ • Obey anti-spam laws • ALWAYS send useful information and promotions • Integrate with other marketing • Services – Constant Contact, Mail Chimp, etc.
- 48. When To Pay - LAST The Other 25% of Searches www.score.org daytonscore.org Paid listings and ads increase your traffic and can focus on your targeted customers Google adwords piggybacks on searches – You can target who and where to show your ad – You “pay per click” from $.10 to $1 – Google display ads are effective but cost $3-$10 Other locations with good targeting: Digital Yellow Pages, Google Places, and Yahoo local, banner ads
- 49. Step 4. Social Media Marketing www.score.org • Planning for the Site • Acquiring the Site • Website Optimization • Social Media daytonscore.org
- 51. What is Social Media? www.score.org daytonscore.org • Social Media are Web Sites and online forums that allow people and businesses to interact • Places – Facebook, LinkedIn, Twitter, Blogs, etc. • Content - Words, Pictures, Videos, Music, Apps • Purpose - Business Application, interests 52
- 52. Why Use Social Media? www.score.org daytonscore.org • Search Engines (Google) Love Social Media and Blogs (Google +) • Drives traffic to your website or business • People use the web to get more of their information • It replaces personal “word of mouth” marketing • • • People trust referrals from friends You stay in touch with customers It is informal and relaxed, people are open and receptive to your message/branding 17
- 53. Social Media Etiquette www.score.org • Be helpful and conversational (SOCIAL) • Respond to inquiries promptly • Focus on areas related to your business – Tips on how to save money or time – Tips on how or how NOT to do something – Related articles, data, blogs etc. • Provide RELEVANT and interesting content • Make it brief, timely, current • Focus on one place at a time daytonscore.org
- 54. The Social Big Three + 2 www.score.org daytonscore.org – (www.linkedin.com) B2B – (www.facebook.com) B2C – (www.twitter.com) B2B & B2C - (www.google.com) B2B & B2C - (www.pinterest.com) B2C 56
- 58. Rules of Engagement www.score.org – Protect your privacy • Birth Date, Maiden Name, Home Address – Account Setup • Employees access? • Keep Track of logins – Think before you post/link/friend/tweet • Customers? • Competitors? – Pick One, Get Really Good, Move On daytonscore.org
- 59. Optimizing for Google www.score.org daytonscore.org Set Up a Google account – Index your new site – Set analytics up for your site – Create a Google+ page and create a business page – Register as an author and link to your site and google+ page https://plus.google.com/authorship – Get Google reviews – Start a google blog and link to your google+ page http://www.blogger.com
- 60. Dates and Location TBD Based on Attendee Preferences www.score.org daytonscore.org
- 61. Your Local Experts www.score.org Small Business Coach Beavercreek Social Media & Video Centerville SEO Optimization Centerville Web Master, SCORE Beavercreek Jeff Long Website & Video Dayton daytonscore.org
- 62. Next session: Jan/Feb www.score.org daytonscore.org Sessions will be limited to 10 people Let us know if you would like to take this course Times and dates will be set by the ATTENDEES
- 63. Virgin Airlines Viral Video www.score.org daytonscore.org
Notes de l'éditeur
- Go to
- This presentation is intended to be comprehensive, and can be modified by the presenter to reflect their personal style. Have this slide up while attendees sign up and get seated. Make sure everyone signs in, even if they come in late. Distribute hand out materials and folders. Informally ask about where the attendees are in their development process and if they have a web site or not.
- Workshop Guidelines Begin the program with these basic workshop housekeeping tips How did you hear about Dayton SCORE? Optional - Click on video link to show 30 second video How did you hear about this event Please sign-in on the sheet Please pick-up a workshop package Please fill-out a name-tag and/or a table Tent Please pick-up any applicable brochures on the front table Please turn off all cell phones We encourage you to actively engage in the session – usually a couple of houts The restrooms are located . . . We will have a break about half-way through the program At the end of the program, we will ask you to fill out a seminar evaluation Thanks for coming and lets get started with some introductions
- Your Dayton SCORE Workshop Leader
- Your Dayton SCORE Workshop Leader
- Now it is your turn – let’s find out a little about each of you Name Organization Position Workshop subject expertise Workshop objectives Please fill-out your name tag and/or your table tent so that we all can remember who you are
- The first step is to understand what the internet is, how it works, and how your website fits in the digital world.
- The above functions are listed in increasing order of cost because the complexity of the site increases as the functions increase. The more complex items are dynamic, usually involving data management and security issues. The more of these you do the more you need to get some help to develop your site. Explain briefly RSS and social network buttons
- USE THIS SLIDE TO ENGAGE THE AUDIENCE WHO WILL LOOK AT YOUR WEBSITE? It is obvious that customers new, and existing, will look at your site. But WHO ELSE MIGHT see the information you publish? Is there information that you would not want them to see? For example? Everything on your site is in the public domain and can be seen, copied and distributed. Don’t publish anything you would not want a competitor to see.
- Once your planning is done, it is time to get to work developing your site and its content.
- THIS IS A KEY SLIDE _ WRITE THIS DOWN. Your domain name is unique, and you rent it, but do not own it forever unless you continue to pay the rent. Your domain name links to a IP address which directs other computers to the host computer where your website exists. IP address is like your zip code.
- Some questions that can help you to make your decision go back to the questions of cost, your time, and your expertise. Another consideration is the amount of control you want to have. If you expect to be changing the content of your site often, such as offering daily sale prices or discounts, you will want to have more control over your site. Site developers serve many customers and typically take several days to change content. You can use CSS (content style sheets) which the developer or site builder sets up that allow for consistent changes across your site, and ease of changing content.
- As presented in the planning discussion, there are pros and cons to doing it yourself.
- It is important to realize that there are ongoing costs that must be budgeted for with a website in addition to the front end development costs. Both of these costs should be managed effectively.
- The cost of a custom designed site can vary widely, as can the time you have to spend developing content and working with the developer and designer. A static “ebrochure” is static and will not take much to develop or change, while ecommerce is daynamic and will have higher development and maintenance costs. For a complex site, we recommend using a developer and telling them what your budget limits are.
- Typical ranges of costs for developing and maintaining your site are listed here. The broad range indicates why it is important to have a clear idea of what you site should do, and how you will obtain a return on your investment from it. You should measure effectiveness by the profit that your site provides, not the level of sales.
- Once you have your website set up and hosted, the work is not done. You still need to make sure the site is running properly and is accessible. This gets better all of the time.
- Attendee Exercise - List 10 words that identify your business:
- You should work on your site every month to make sure that it is current and is working well. Unfortunately, this can be an issue for small businesses, but it is an important function if you have a website. The value of the web is the immediate availability of information that is current and accurate. If you don’t do this, you will lose credibility with potential customers, or other stakeholders.
- To submit to Bing: https://ssl.bing.com/listings/ListingCenter.aspx To submit to Yahoo: http://listings.local.yahoo.com/basic.php
- Once you have your website set up and hosted, the work is not done. You still need to make sure the site is running properly and is accessible. This gets better all of the time.
- To submit to Bing: https://ssl.bing.com/listings/ListingCenter.aspx To submit to Yahoo: http://listings.local.yahoo.com/basic.php
- This page will guide you through the free services available through Google.
- Feel free to use fake information if required for your birth date etc.
- Engage the attendees by asking who has an existing website