Intro to internet marketing brown bag workshop july 2012

Introduction to Internet Marketing
Part of “The Essentials All Small Businesses
Should Know” Series

Presented by

Who Calls Themselves a “Salesperson”?

No one like to be sold, but everyone likes to buy!

“Sales” has a negative tone
• Pushy
• Self-serving
• Promises everything then disappears
First rule of owning a small business:
You have to sell, but most
Small Business Owners are not
8/8/2012
Salespeople
Copyright Calibrate Marketing & Mentoring 2011 2

What if your prospects:
• Knew everything you did about your products and services
• Understood the differences between you and your
competition
• Recognized why you did it your way
• Saw the value in your prices
• Had spoken to past clients
• Had been referred to you by a trusted friend
• Found you easy to do business with
• Had expectations that could be easily met
• Trusted you in the first meeting
• Only called you when they had an actual need and budget

8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 3

Marketing Makes Sales Easier
Marketing is getting your message to your audience
 KISS: Spoon-feed so they understand
 WIIFM: It’s about them, not you
 Help Qualify the Prospect
◦ Has a defined need
◦ Has a budget / can spend the budget
◦ Can make a decision
 Set Expectations so Prospects can Buy


How To Market?
Identify Your Core Market
i.e. Generational Differences


The Mechanics of Marketing
 Build Awareness of a problem and a solution
 Interest your audience in your solution to their problem
 Provide information for a prospect’s Investigation
 Enable an Evaluation or Testimonial of your product as a
specific solution
 Provide a Justification for purchase of your product or
service
Each stage correlates to the prospect's intent to purchase
Individual marketing activities primarily address different stages


Billboards
Banner Ads Cold Calls
Intention

Awareness
to buy TV, Radio, Magazine
Social Media & Newspaper Ads
Direct Mail
Low E-mail Marketing Yellow Pages

Video Marketing Interest Trade Shows / Seminars

Search Engine Marketing Request for Information

Organic Search Investigation Initial Sales Visit

Blogs, Reviews
Trials & Demonstrations
How-To Videos Evaluation
Social Media Referrals Peer Review, WOM, Referrals

High Justification


How Did B2B Marketers Allocate Their
Budgets in 2010?

Data Courtesy of Google
8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 Design by KissMetric 8

Where do B2B Marketers Anticipate
Budget Increases for 2012?

Data Courtesy of Google
8/8/2012 Copyright Calibrate Marketing & Mentoring 2011 Design by KissMetric 9

Internet for Marketing Your Business
 97% of US Consumers used online media in 2010 to
research a product or service in their local area*
 On average consumers looked at 7.9 different sources for
product information.
 65% of US Consumers cite using the web before
making any important buying decisions*
◦ Increase of over 50% from 2009 survey
 February 2012 Google received 11.7 billion
search requests – 66% of all searches
*Source BIA / Kingsley
** Source: ComScore

Small Business Marketing Frustrations
Most Small Business have these common problems:
 Website is not getting enough traffic
 Visitors are not converting into Customers
 Prospects think you don’t understand their needs
 Normal marketing efforts are not producing leads


Internet Marketing Includes:
 Creating interesting, useful or educational content
 Sharing content to drive traffic to the website
 Engaging the visitor repeatedly
 Make it easy to convert prospects to customers
 Staying in touch with the customer

• Content is Links • Creating
improved search
Shared • As content is engine ranking as
through shared, links well as social
Networks are built to buzz and referral
the website traffic
Share SEO

How to make it all work?
Analytics

Sales
Stories

Landing
Pages


A Good Marketing Plan Connects the
Pieces
E-Mail Sales
Newsletters Stories
Social Media

Website Blogging
Landing Pages

SEO Analytics
Lead Capture


Internet Marketing Concept
 The Website Contains the Message
 Drive the Message to the Market with “Bridging”
Strategies
◦ Search
◦ E-mail
◦ Social media
◦ Ads
◦ Blogs
◦ Traditional Marketing
 At the Website, Generate the Lead with Call-To-
Actions


Step 1: Develop Your Website for Search
It’s how consumers find local businesses from which to
purchase products or services
2009 list of top sources for local information:
◦ 82% use search engines (such as Google, Yahoo, or
MSN).
◦ 57% use Yellow Pages directories.
◦ 53% use local newspapers.
◦ 49% use Internet Yellow Pages (such as yellowpages.com
or superpages.com)
◦ 49% use TV. About the survey: WebVisible,
Inc. in partnership with Nielsen
◦ 38% use direct mail. Online, asked 2,159 US
internet users, including 261
◦ 32% White Pages directories small business owners, how
they were influenced by local
business advertising.

Google: the 800 lb gorilla


Google’s Growth


Increased Search Popularity


Almost 70% of searchers don’t go beyond
Page 1


Click-Thru Rates


What is Search?
 Three Types
◦ Paid
◦ Local
◦ Organic


Step One: Determine Keywords
 Build a Keyword Strategy
◦ Create a list of 3 to 5 keywords relevant to your
business, product or service
◦ Select keywords based on relevance and
competitiveness
Use Google’s Keyword Tool to find approx. # of searches and
competitiveness
Use “Insights from Google” to see past trends for specific keywords.

 Develop each webpage around keywords


Step Two: Optimize your Website
 Search Engines have to be able to read your
website but Visitors have to be able to
understand it as well
 Two types of Search Engine Optimization
◦ Organic SEO
 On-Page SEO – One time typically
 Off-Page SEO – Continuous
◦ Local SEO – Still evolving
 Are your keywords “Local-Intent”


On-Page SEO
How well can search engine’s understand your
website
◦ Only worth about 25% of all ranking variables
◦ Most important, especially for low-competition
keywords
◦ Each page should have one main topic
 Sub-topics that support the main topic are OK
 Main Topic should have “keyword–intent”
◦ Each page should have a unique title


Title

Headline (H1)


Each Page Has One Topic
Which Page is more targeted to Radon Testing, MA?


Off-Page SEO
 If all On-Page SEO is equal, than Off-Page
becomes important
 Off-Page = Links from other websites to your
website
 “Expert” status
 Link phrase has a lot of importance
 Look for citations as well


Be the source for other domains


Local SEO
 Starts with a listing in Google Local (now Google
Plus business)
 Google has compiled a list of local businesses
from yellow pages and other directories
 Claim your business!
 Make sure your categories are correct
 Consistency is all your listings


If Cannot Organically or Locally Optimize,
Then Use Paid Search
 Google Adwords
 Pay per Click
 Position is a competition between $$$ and
Relevance
 Hyper-local and targeted
 Tips:
◦ Specific Landing Pages
◦ Long Keyword Phrases
◦ Careful of ”Broad” keywords


Use the “goldilocks principle” to pick keywords
Don’t make keywords too hot or too cold. Make them just right

Vacation Florida vacation rental 3 br vacation rental
grayton beach
Tax Tax preparation nashville Tax preparation service
nolensville rd
Store Dvd storage Faux leather storage for
dvd box sets
Bags Handmade leather bags Handmade black croc
leather handbags
accounting Cheap accounting software Accounting software for
pet-sitting business

Too General Just Right Too Specific


Structure Your Account
AdWords Account

“Furniture” Campaign

“Leather Sectionals” “Leather Loveseats” “Leather Chairs” Ad
Ad Group Ad Group Group

Leather Sectionals Leather Loveseats Leather Chairs
Leather Sectionals Made in USA Free Delivery When You Buy before Handcrafted Leather Chairs
From $1,999 with 5 year warranty Christmas. Order Yours Today! Make a Statement. View Catalog!
Plantationdesign.com/sectionals Plantationdesign.com/loveseat Plantationdesign.com/chairs

Buy leather sectional suite Buy leather love seats Buy handmade leather chair
Buy leather sectional suites Buy leather loveseats Buy handmade leather chairs
Leather sectional suites Buy leather love seat Handmade leather chairs
Leather sectional suite Buy leather loveseat Handmade leather chair
buy leather sectional Leather loveseats Buy Leather chair
Buy leather sectionals Leather love seats Buy Leather chairs
Leather sectional leather loveseat leather chair
Leather sectionals leather love seat leather chairs


Step Three: Add Content
• Knew everything you did
 Make Sales Easy about your products and
services
◦ In-Depth, Targeted Product • Understood the differences
between you and your
Information competition
• Recognized why you did it
◦ Unique Value Proposition your way
• Saw the value in your prices
◦ Case Studies & Examples • Had spoken to past clients
• Had been referred to you
◦ Testimonials by a trusted friend
• Found you easy to do
◦ Frequently Asked Questions business with
• Had expectations that
◦ Set Expectations of the Deliverables could be easily met
• Trusted you in the first
◦ Consider what an “ideal prospect” meeting
should do next • Only called you when they
had an actual need and
budget

Adding Content
 Use links from existing pages to new content
◦ Link should be keyword phrase
 Include Call-To-Action
 Make sure Title, Headings, Image Tags are unique
and keyword focused
 A good graphic designer can create “rules” for
typography – use style sheets for consistency


A special word about “Blogs”
 Blogs were introduced so non-techie’s could add
web information easily
 CMS systems, like WordPress and Joomla allow
these updates to websites
 Blogs have evolved to be similar to editorials:
◦ First person
◦ Opinions
◦ Allow feedback
◦ Timely
◦ No-menu, organized by recent published and categories


Step Four: Promote
 Use e-Mail, Social Media, and Press Releases to
reach prospects where they are
 Create a “bridge” from where they are to your
website
 Target the message to the audience
 Informative, Relative and Timely


Promote with e-Mail
 Mind the CAN-SPAM laws
◦ How does the receiver of the e-mail know you?
◦ Can they Opt-out of your mailing?
 Use abstracts and summaries, with links to full
content on website
◦ Track links and include code for seeing in Analytics
◦ “Bucket” people who click links to target specific
interests


Promote with Social Media
 No one buys from social media
 It’s a branding mechanism
 Simplifies the sales process
 Include images in posts, link-back to website for details.
 Consider similar to a mailing list
◦ Social Media ads to build contact list, not get customers
◦ Each platform has their own rules for building lists
 Media is owned by them
◦ Cannot buy Page URL’s,
◦ They can “kick you out” so get direct contact information if
possible


Social Media Timeline / Status / Wall
 LinkedIn is Similar to Twitter and Facebook
 Can contain a URL Link

• Pushes out to
your Network
• A History
shows in your
Activities on
your Profile


A special word about Google+
 Google + uses “+1” for liking.
 “+1” results will show in Google search
results
 We buy from people we know
◦ A “+1” is like a recommendation from a friend
◦ I can see how a business communicates with their
customers before buying
 “+1” comments are also in search results
 Add “+1” to every webpage, link website to
+1 local page.

Step Five: Measure and Test Again
 Make sure Google Analytics is installed on
website
◦ Create Goals for Easy Business Evaluations
◦ Track where visitors come from
 What channels send visitors
 What do visitors do?
◦ What Content is Most Interesting?
 Use Channels that offer tracking
◦ E-mail opens, clicks and forwards
◦ Social media comments and likes or +1’s
 A / B Test to see what does better

Business Questions Analytics can Answer
 Where do my leads come from
 What keywords do visitors use to find me
 What territory / region send me the most prospects
 Which areas sends me the best prospects
 What channel generates the most conversions
 Where do we lose the most prospects in our marketing
 What are my prospects most interested in
 What content is of interest to my best prospects
 What marketing activities have the best ROI

What are you business questions that you want answered?


2012Traffic Sources to BCC website
Traffic Sources
Direct Search Referral Other

0
72
0 10
0
0 0 60 58
0 61
66 76 31
0 0 0 14
42 85
65 61
91 0 71
64
398
314
0
370 389 33 0
298 366 323 26
329 296 271
318
320 262

232
219

184 203
158 148 137 139 146
115 111 118 127 117
77 80 75

Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12


"ben eison" Searches by Keyword Phrase
susan merlo brookfield ct

simon candlewood in brookfield

kevin archer brookfield ct structure engineer

bni business bobcats

susan merlo

robert davis total digial solutions llc

best of brookfield brookfield ct

2012 brookfield ct concerts

"candlewood inn" brookfield ct "march 10, 2012"

peter brady brookfield ct

kevin archer brookfield ct

Brookfield, CT businesses

brookfield gala pictures

best of brookfield ct 2011

Brookfield gala 2012

Brookfield connecticut businesses

0 50 100 150 200 250 300 350 400 450 500


Referrals
tinyurl.com/WebMonitization
switchboard.com
search.mywebsearch.com
officialusa.com
mynews.hcfg.homestead.wellsfargo.com
mail.yahoo.com Feb-11
m.facebook.com Mar-11
hometownphonebooks.com Apr-11
google.com May-11
goodsearch.com Jun-11
facebook.com Jul-11
expo.biztimes.com
Aug-11
events.r20.constantcontact.com
Sep-11
en.wikipedia.org
Oct-11
cvent.com
Nov-11
constantcontact.com
Dec-11
charter.net
Jan-12
cbia.com
Feb-12
brookfieldct.gov
brookfield.patch.com Mar-12

AOL mail Apr-12

americantowns.com
amemory4you.com
alewebsocial.com
alanticintelligence.net

0 20 40 60 80 100 120 140


Impressions
ymca brookfield ct
whisconier middle school
tbta brookfield
newtownsavingsbank
newtown savings bank
newtown savings
newtown saving bank
new fairfield ct chamber of commerce
martin landgrebe
kix 105.5 danbury
kicks 105.5
greenknoll ymca brookfield ct
greenknoll ymca
grays bridge farm & earth products
fairfield county chamber of commerce
down the hatch brookfield ct
ct chamber
chambers Apr-12
chamber of commerce
chamber
casablanca brookfield ct
business map
brookfield,ct
brookfield, ct
brookfield logo
brookfield library ct
brookfield ct ymca
brookfield ct
brookfield chamber of commerce ct
brookfield chamber of commerce
brookfield chamber
brookfield
berkshire corp
105.5 danbury
0 10 20 30 40 50 60 70 80 90 100


Q &A
Are There Any
Questions?
For a copy of this presentation, please e-mail
info@CalibrateYourMarketing.com

Who Is Calibrate Marketing & Mentoring
Our Mission: Help small businesses establish and self-
manage their Internet marketing programs
Services:
 Six Course Mentoring Workshops
 Start-up and Small Business Website Development
 Website Conversions to CMS Systems
 Monthly Marketing Services
◦ Content Posting to websites, blogs, social media, video & PR sites
◦ E-mail Marketing
◦ Marketing Strategy Development


Jon Dupree
Jon.dupree@calibratemarketing.com
203-297-7043


Intro to internet marketing brown bag workshop july 2012

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