Web Marketing for Small Business. A starters guide for small business marketing online. Includes Search Engine Optimization, Social Media, and website design and usability.

1. Web Marketing for Small
Business
Paul Yeaton

2. Introduction

3. Overview
‣ What to take home from this
presentation
‣ Review different types of web
marketing, including social media
‣ Discuss how each web marketing
effort ties in with SEO

4. ‣ Usability: assuring and measuring
user experience, good and bad
usability
‣ Design: brand, functionality, good
and bad design
‣ Content: readability, ties with SEO,
good and bad content

5. Your website

6. Websites
54% of small business has a site
to:
‣ Inform customers about products/
services
‣ Provide general information
‣ Offer special promotions

7. How do you know the
site’s working?

8. Web usability

9. 4 top usability practices
‣ Presenting info in clear,
unambiguous way
‣ Placing important things in
obvious places
‣ Providing guidance to relevant info
and an action
‣ Offering valuable content

10. If the site fails, users
will leave

11. The usability
‣ In 2000, 39% of customers failed
to accomplish what they went to
the site for
‣ In 2009, the failure rate dropped
to 22%
‣ Today web conversion rates have
doubled, so twice as many
customers!
Jakob Nielsen

12. Examples
‣ Good usability: amazon.com
‣ Bad usability: georgehutchins.com

13. Usability is part

14. Design

15. Elements of
‣ Format
‣ Message
‣ Brand

16. Format &
‣ Interface is clean, simple, familiar
‣ Navigation format
‣ Placement of information
‣ Not too much stuff going on
‣ KEEP IT SIMPLE

17. The message
‣ You have 3 seconds to tell the
user:
‣ Who you are & what you do
‣ What they need to know about
your products/services
‣ The home page is the place to
make your first impression!

18. Examples
‣ Good design: waterworks.com
‣ Bad design: worldsworstsite.com

19. Web content

20. The problem
Killer Web content... probably
represents less than 10% of
content published on the Web,
because – let’s face it – most
content just gets in the way.
Gerry McGovern

21. Good content
‣ Provide visitors with the right
information at the right time
‣ Be compelling enough to respond
‣ Provide value

22. Be the visitor
‣ Put yourself in their shoes:
‣ Are you getting what you need
right away?
‣ Was the time spent useful?
‣ Less is more

23. Examples
‣ Good content: visibleresults.com
‣ Bad content: acoach4u.com

24. If you build it, will
they come?

25. How they find you
‣ Inbound ‣ Outbound
‣ Social media ‣ Print, ads
‣ SEO ‣ Email, direct
‣ mail
Blogging
‣ Events
= 60% lower cost
per lead than
traditional
marketing

26. Social media

27. It is not the strongest of
the species that survive,
nor the most intelligent,
but the one most
Charles Darwin

28. Some statistics
‣ 58% of small business agree that
social media is a good way to
increase business & know what
people are saying
‣ 46% wish they knew more
‣ 27% think it’s just for young
people Ad-ology study,
2009

29. The fear
‣ Too much technology
‣ Will waste my time
‣ Won’t be able to understand it
fully

30. Benefits
‣ Generating leads
‣ Keeping current with industry
‣ Monitor online conversations
‣ Increases SEO

31. The big 3
‣ Twitter: micro-blogging
‣ LinkedIn: professional networking
‣ Facebook: general networking

32. ‣
‣ 12 million users Know your goal & be
knowledgeable
‣ Good for retail, ‣ Create relationships
first, then followers will
restaurants, come
service-oriented ‣ Tweet the stuff that
business matters to them; ask
questions, chat, inform
‣ 19% say more ‣ Follow relevant brands &
effective than companies
others ‣ Add links

33. ‣ ‣ Build network of past
50 million users
colleagues, friends,
‣ Good for business industry experts
& industry assoc., ‣ Use groups to
alumni, recent promote your
grads, other business
professionals ‣ Let people know you,
‣ 21% say more then your biz
effective than ‣ Scope out
others competition,
partners, customers

34. ‣ ‣ Update at least 2
400 million
users or 3 days
‣ Create a fan page
‣ Good for
schools, non- ‣ Be professional
profits, b2c until you know
industries, retail each other better
‣ ‣ Effective
33% say more
effective than communication
counts
others

35. General tips
‣ Repurpose content by sharing it
‣ Only create accounts if you take
the time to use them
‣ Show the world you’re on a social
networking site

36. General tips
‣ Be genuine; no hard sales
‣ Let them get to know you before
you try to get them to buy
something
‣ Make sure your tone & content
match your brand

37. It’s a cocktail

38. Search Engine

39. Why SEO?
‣ The competition is enormous: ~
109 million websites are online
‣ It’s about making yourself visible
in a large crowded room
‣ And about increasing volume &
quality of traffic

40. Which site is
This? Or this?

41. Traffic flow

42. Traffic flow

43. Traffic flow

44. Keywords
‣ Title tags
‣ Headlines

45. Questions?
‣ Arlington Entrepreneurs
margy@arlington-
entrepreneurs.com
‣ The Hype Lab
paul@thehypelab.com