Small Business Week Roadshow Presentation - Strategic Information on how a small business can grow via electronic marketing

1. Grow via Electronic Media
Rob Duncan
Wayne Brass
Art Mahoney

2. Customer Needs
• What are potential customers looking for
online?
• Where are potential customers currently finding
the information / products / services they need?
– Any Indirect Competitors?
• Does current or planned Internet Strategy
provide answers to customer questions?

3. Information Sources
Top US Companies – March 2010
Rank Parent Audience (000) Reach (%) Time per Person
1 Google 157,000 79.73 1:56:14
2 Microsoft 136,753 69.16 1:59:59
3 Yahoo! 133,001 67.26 2:34:56
4 Facebook 117,109 59.22 6:59:15
5 AOL 85,140 43.05 2:14:38
6 News Corp 74,921 37.89 0:52:14
7 Interactivecorp 71,260 36.04 0:14:57
8 Ebay 66,323 33.54 1:26:08
9 Amazon 64,170 32.45 0:24:46
10 Wikimedia Foundation 62,338 31.52 0:15:21
News Corp includes Fox, Wall Street Journal, MySpace, Hulu and others
Interactivecorp includes ask.com, match.com, citisearch and others

4. Search Engine Rankings
US Searches – March 2010
Rank Parent Searches (000) Share (%)
1 Google 6,387,932 65.7
2 Yahoo! 1,304,427 13.4
3 MSN/Windows/Bing 1,183,268 12.2
4 AOL 245,810 2.5
5 Ask.com 183,975 1.9
6 My Web Search 120,713 1.2
7 Comcast 52,011 0.5
8 Whitepages.com Network 29,868 0.3
9 Nextag 28,633 0.3
10 Yellow Pages 23,857 0.2

5. Search Results Pages
Pay Per Click (PPC)
Local Search (SEO)
Organic Search (SEO)

6. Google Search Results Pages Change
http://www.sbdctampabay.com/1542/googles-latest-changes-to-search-impacts-small-businesses/
Bottom Line – Google is Changing Due to Impact of Social Media

7. Competitor Analysis
• What are competitors and indirect competitors doing to
attract AND CONVERT customers?
• Who consistently appears in Search Results for multiple
terms on multiple search engines?
Tool Name Function Website
Website Grader Detailed Analysis of Search Engine http://www.websitegrader.com
Optimization
Keyword Density Analyzer Detailed Analysis of on page text content http://tool.motoricerca.info/keyword-density.phtml
(keyword identification)
Yahoo Site Explorer Analysis of incoming links http://siteexplorer.search.yahoo.com/
SpyFu Pay Per Click analysis of domain – understand http://www.spyfu.com
competitor Keywords

8. How Do Customers Find Information?
• Common Search Terms Keyword Monthly Searches
consultants tampa 6600
tampa consulting 6600
consultant tampa 5400
• More Detailed Search computer consulting tampa 720
tampa it consulting 480
Terms marketing consultant tampa 390
legal nurse consultant tampa 210
financial consultant tampa 210
tampa marketing consultants 210
it consultants tampa 170

9. Three Pillars of Web Design
Marketing
Design Functionality

10. Building Toward Conversion
• What Will Generate a Customer Action?
• What Type of Action Can We Reasonably Expect?
• Will More Information Influence the Conversion
Rate?
No Amount of SEO, PPC, Social Media or Email
Marketing can overcome a Website that does
not convert customers!

11. Content Management Systems
• Software application used to manage and
control Web material
• Provides the ability for non-technical users to
create / update / maintain content
• Provide extendibility with / through Web 2.0
interfaces (Social Media, RSS Feeds, etc)
• FREE – “Open Source Solutions”
– Joomla, Drupal & WordPress very popular

12. Social Media Do’s and Don'ts
DO DO NOT
• Focus on interaction • Try to be everywhere or for
• Be a real social media user everyone
• Use the media for it’s • Grudgingly spend time
intended purpose • Try to game the system
• Go light on selling or • Blatantly advertise a product
promotional messaging or service

13. Social Media Strategy
• Do not expect to DIRECT SELL
• Have a long term plan to engage and convert
• Very long customer engagement cycle
• You MUST be actively engaged in order to
succeed
• Do NOT waste time trying everything to find the
“magic bullet”

14. PPC – Strategy
• Start with one provider, but use all if possible
• Conduct analysis of competitors campaigns
• Plan and test keyword combinations
– Target quality keyword phrases, not quantity
• Continually analyze performance
– Impressions, Click Through Rates and ROI
• Find a Niche

15. Strategic Keyword Selection
Keywords CPC
Global Monthly
Search Volume
• Highest Search Volume
tampa florist
tampa florists
$3.47
$3.36
6600
5400
for Generic Terms
florist in tampa
tampa flower shop
$3.74
$3.02
1000
880
• Strategic Campaign
tampa flower shops $3.59 720 Optimization for
tampa wedding flowers $2.03 320
tampa bay florist $2.40 260
Maximum ROI
flower shop in tampa $3.03 210
wedding florist tampa $0.05 170 170+91+36+12 = 309
florist new tampa $0.05 140
wedding florists tampa $0.05 91
wedding flowers in tampa $0.05 36 $0.05 * 309 = $ 15.45
wedding florist in tampa $0.05 12 $2.03 * 320 = $ 649.60
http://adwords.google.com/

16. Email Marketing
• Direct Marketing using email including:
– Relationship building with current or previous customers
– New customer acquisition (BEWARE OF SPAM)
– Convincing current customers to purchase immediately
– Advertise in e-mails sent by others
Advantages Disadvantages
Relatively low delivery cost SPAM
ROI easily tracked Spam predates legitimate
Short delivery time Difficult to distinguish spam and legit
Can PUSH a message actively Low delivery rates (spam filters)
Result Analytics (open rates, click through) Compliance with CAN-SPAM

17. 3 Techniques That Make a Difference
• Use Segmentation to Send ONLY Relevant
Messages
– “Stop Blasting Emails to Your Entire Contact List!”
• Keep Your Email Marketing Consistent and
Predictable
• Include Multi-media Along with Your Email
Marketing
Content in this slide came from a free report provided by Infusionsoft – delivered via download (upon
registration) & promoted through “sponsor” email.

18. Outsourcing Electronic Media
• Understanding Competencies of Vendors
– Knowing more that you does not necessarily make
them an expert in everything you need
– Unregulated disciplines with very low barrier for
entry
• Everything Must be Detailed
– Vendors can only build towards requirements
• Get Multiple Quotes
• Make Sure they Understand YOUR Strategy

19. Questions?

20. Thank you!!
www.sbdctampabay.com
813-905-
813-905-5800