The Brave New Digital World Leveraging the Power of the Internet to Grow Your Business You can't ignore the trends. Right before our eyes, traditional mediums (yellow pages, newspapers, TV, radio, etc.) are declining as digital mediums (websites, videos, blogs, SEO, PPC advertising, social media, etc.) become the most powerful force for marketing a small business. Not sure where to start? Marketing Maven, Laura Capes, and Rockstar Entrepreneur, Ben Littlefield, will present 6 essential internet marketing strategies you must know to navigate this new digital world in order to compete and win online.

1. ORLD
TAL Wsiness
W DIGI
BRAVE NE u
Grow Y
ourB
THE rnet to
Inte
owe r of the
gin g the P s
Levera
yS olution
Three Sixt
Capes,
by Laura
© 2010
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W OU L D YO U R ATHER...
Give your elevator pitch to a room of 500 people
at a networking event?
Be handed a sealed envelope with the names/
email address of 50 people actively shopping for
your product or service right now?

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A T R EN D YO U CAN’T IGNORE:
AD BU D G E T S A R E SHIFTING

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TH E I N T E R N E T: KIND OF A BIG DEAL
The Beginning 228 million in the US
(1993) = 50
websites 74% of US population
Today: 234+ US not the leaders:
million South Korea 77%
websites and Australia 80%
Netherlands 86%
growing! Sweden 89%
Iceland 93%
Source: internetworldstats.com

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SO WH O’ S ONL I NE ?

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WH AT D O T H E S E SHOPPERS WANT?
To research
To learn
To be
entertained
To buy

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WH E R E A R E P E O PLE LOOKING?
How customers get information to make a buying decision:
Customers 30% 40% 50% 60% 70% 80%
want to
make a search engines
purchase phone book
decision newspapers
NOT TV
mail
Be “sold to”

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KI N G OF T H E D IG ITAL W ORLD

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WH Y S H O U L D YO U CARE?
Google has
4x the
market share
of its nearest
competitor:
Yahoo...

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WH AT D O T H E S E SHOPPERS REALLY WANT?
To get
immediate
answers

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HO W C A N YO U G I VE THEM WHAT THEY WANT?
Your Website!

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YOU R W E B S I T E : THE ULTIMATE LEVER
Easily Accessible
Millions of Surfers
Works for you 24/7
Your website is your ultimate lever

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WHAT DOES “LEVERAGING TIME” MEAN?

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YOU R W E B S I T E : YOUR ULTIMATE MONEY TREE
How many of you have a website?
How does it serve your business?
Online Brochure?
Interactive Salesperson?

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YOUR WEBSITE: ONLINE BROCHURE
A.K.A. “A BILLBOARD IN A DESERT”

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THE ALTERNATIVE:
SALESPERSON IN TIMES SQUARE
Attracts shoppers
already shopping
Works for you 24/7
while you’re sleeping
Delivers qualified
leads to your in-box

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YOU R W E B S I T E MATTERS
44% of all businesses have a website
Average sales for a small business = $3.6 million
Average sales with a website = $5.3 million
That’s a 45% increase!
Source: Entrepreneur.com

18. D O E S YOUR WEBSITE SUCK?
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DO E S YO U R W E B SITE SUCK?

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TH E G O O D N E WS & THE BAD NEWS
Bad News:
Your Website Probably Sucks!
Good News:
Most Websites Definitely Suck!

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HO W D O I K N O W?
“Website Grades” ~
Most rank 5-50 out of
ME
100
“Page Ranks” ~ Most
rank 0-2 out of 10

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TH E O P P O RT U NI TY
Digital Media is
much cheaper
than traditional
Increase Qualified
Leads Coming To
Your Website
Convert those
Leads into New
Customers
Grow Your
Business Without
Breaking the Bank

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HO W D O YO U AT TRACT THESE “50” PEOPLE?
GOAL: Leverage the
Power of the Internet
to Grow Your Business,
#1 TOOL: Your Website

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TH E R OA D TO S UCCESS
6 Fundamental
Website Success
Strategies
Proven to Help
You Successfully
Navigate the
Digital World

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TURN YOUR WEBSITE INTO A MONEY MACHINE
1. client ID
2. branding
3. action 6. Findability
4. trust
5. interactivity

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SUC C E S S S T R AT EGY #1: CLIENT ID
Tip: It’s not about you!!!!!!!
YOU
It’s about your customers!

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SUC C E S S S T R AT EGY #1: CLIENT ID
1.FOWTW
2.GOGI
3.GITT

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HO W D O YO U G IV E IT TO THEM?
Your Website
The Internet is Your
Most Powerful
Delivery Vehicle
Tip: Provide FREE
Education

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SUC C E S S S T R AT EGY #2: BRANDING
Who are you?
What’s your purpose?
What makes you unique?
How do you add more
value?
What’s your unfair
competitive advantage?

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SUC C E S S S T R AT EGY #2: BRANDING
How do you
deliver that
online?
Look & Feel
Messaging
Design

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VISUA L A P P E A L
Target Your Ideal
Customer
Be Consistent
Use Color
Psychology
Tip: Action Buttons
Should be Red
Source: Institute for Color Research

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ME S SAGI N G
Educate
Inform
Inspire
Entertain
Call to Action
Be relevant

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D ES I GN
Look
Professional
Look Bigger
Than You Are
Add Value
Build Trust

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SUC C E S S S T R AT EGY #3: ACTION
What are you
asking your client
to do?
Expecting them to
call is not enough!

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SUC C E S S S T R AT EGY #3: ACTION
Have a Specific Goal and Create
a Compelling “Call to Action”
Be clear about what you want
them to do
Make your offer enticing
Provide more value
Get them to say “Yes!”

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SUC C E S S S T R AT EGY #4: BUILD TRUST
People Buy from
Sources They Trust
Goal: Be the Expert
and Trusted Advisor
How Do You Convey
Trust?

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FAS T ES T W AYS TO BUILD TRUST ONLINE
1. Offer a Guarantee
2. Include Video Testimonials
3. Use Trust Logos (BBB)
4. Have a Privacy Policy
5. Offer a Free Trial
6. Show Phone # & Address

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T IP : R E M EM B E R WE ’R E AL L HUM AN
Avoid speaking in the 3rd person
Avoid sounding like a brochure
Show pictures of you and your team on the
“About Us” page (the 2nd most visited page)
Tell your “story” (how long in business, why you
do what you do, etc.)

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SUC C E S S S T R AT EGY #5: INTERACTIVITY
You only get 2.3 seconds to make an impression
Roughly 9 out of 10 visitors will leave your site
without taking any action
Making your site interactive can improve your
odds of getting more visitors to take action
TIP: No, having a newsletter subscription form
doesn’t count as being interactive!

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SUCCESS STRATEGY #5: INTERACTIVITY
Make your site “sticky” with digital media
Get them to come back for more
Educate your clients with videos
Offer them “cookies”
Post informative blogs
Engage your clients with social media

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SUC C E S S S T R AT EGY #5: INTERACTIVITY
Utilize the “Ethical Bribe”
Swap something of high
value in exchange for their
name and contact info
Your list is the most
valuable asset you have in
the digital world

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SUC C E S S S T R AT EGY #6: BE FINDABLE
Organic SEO:
400% Higher
Conversions

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C OMM O N M I SC ONC E P TIO N

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OV ERV I EW: S E ARCH ENGINE VISI BI LITY
2-Part Concept
On-Page Factors Off-Page Factors

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HOW DOES GOOGLE DETERMINE RANKINGS?
“ON PAGE” OPTIMIZATION
Elements within your website that
you have the ability to control
100% controllable
Represents about 20-40% of
Google’s algorithm
On-Page Effectiveness without
Off-Page Effectiveness will
destroy your rankings

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HOW DOES GOOGLE DETERMINE RANKINGS?
“OFF PAGE” OPTIMIZATION
Other websites that impact your
sites search engine ranking
Contributes about 60-80% of
ranking results
Would contribute 0% toward
ranking results if on-page elements
were not compliant

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HOW DOES GOOGLE DETERMINE RANKINGS?
“OFF PAGE” OPTIMIZATION
Google assigns each page it has
“indexed” a “Page Rank” from 0-10
A.k.a. “page importance” or “page
relevance” or “page authority”
Democratic “voting system”
Your page rank is your
VOTING POWER

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RE CAP
1. Know your client
2. Ensure brand integrity
3. Have clear goals
4. Build trust
5. Be interactive
6. Get found!!!!!!!!!!!!!

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5 DEADLY SEO MISTAKES
1. No text content: Search engines use the text on the page to
determine what a web page is about. If there is no text, a website
is invisible to the search engines. Some designers will use "pictures
of text" using their graphic design programs. These may look
pretty, but the search engines can't read these images.
2. All Flash websites: Flash is indexed poorly by the search
engines. Think of Flash much like any other graphic image; there is
no text in Flash for the search engines to read. It is the absence of
text that will hurt your rankings.
3. Splash Pages: This is a graphic entry page where often the only
text present is the word "Enter." Search engines give more value to
the home page than any other page on the website. Splash pages
are a complete waste of the most valuable real estate.

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5 DEADLY SEO MISTAKES
4. Website builders: These are websites designed and maintained with
a CMS. They have no FTP access and are marketed under names like:
Websites Tonight, Websmartz and EZ Generator. This includes many
special purpose websites such as Real Estate, mortgage and insurance
agent websites.
5. Duplicate Content: Don't create multiple copies of your web page.
These will be quickly discounted or penalized by the search engines.
Search engines reward original writings and discount duplicate
content. Making multiple copies of your website will not help your
rankings.

50. SP EC I A L OF F E R FO R C HA MB E R M EMBERS
© 2010
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Online Marketing Analysis: $99 ($295 value)
6-Week Webinar Series: $79* ($179 value)

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WE B I NA R TO P IC S *
1) Pros & Cons of Organic vs Paid Traffic
2) To Blog or Not to Blog / Blogging Success Strategies
3) Top 5 Social Media Marketing Mistakes
4) How to Use YouTube to Grow Your Business
5) Building Relationships Online
6) Personal Mastermind Q & A Session
*Classes will run Wednesdays at NOON for ...
6 weeks beginning March 17th. Cost: $79 ...

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THANK
YOU!