Business Counseling Areas and Seminar Topics include raising capital, business plans, business star

1

• Business Counseling Areas and Seminar Topics
  include raising capital, business plans, business
  startup, marketing and sales, financial
  management, export assistance and government
  contracting.

Business Counseling Services at the SBDC
regional office at the Enterprise Center at Salem
State College - and at Chambers of Commerce in
Amesbury, Gloucester, Lawrence, Malden, Melrose,
North Andover, Salem, Stoneham and Woburn.
Monthly Business Seminars Salem, Beverly,
North Andover and Woburn.
www.salemstate.edu/sbdc 978-542-6343
2
Internet Marketing - The BasicsSBDC, March 5,
2009

• Presented by
• Carol Sanger
• TheWebDivision.com
• MAmarketer.wordpress.com

3
(No Transcript)
4
Introduction

• 3 Modules
• Internet Marketing Overview
• Internet Marketing Strategies Summary
• Search Engine Marketing Basics

5
Module 1 Internet Marketing Overview
6
(No Transcript)
7
Internet Marketing Goal

• To support rather than replace the overarching
  marketing plan with an integrated approach.
• Focus on the objectives of your customers.

8
The Benefits of Internet Marketing

• Relatively inexpensive
• Measurable
• Flexible
• Broader reach
• Quicker response
• Builds customer relationships
• Supports Overarching Marketing Plan Strategy
• Builds Customer Relationships
• Increases Leads Sales
• Reduces Costs Increases Efficiency

9
First 6 Steps

• Laying The Foundation

10
1. Competitive Analysis

• Who are top 3 competitors?
• Where are they in the search resuls heirarchy?
• Whats their promotion?
• What is their site content like?

11
2. Define the Goal of the Web Site

• Inform
• Educate
• Entertain
• Generate Leads
• Sell Products/Services

12
3. Identify Target Audience

• Who is the target audience?
• Where do they live.
• What do they do.
• How much money do they earn.
• What type of business.
• Whats the problem/solution.
• What do they want?

13
4. Define Your USP

• Unique Selling Proposition What makes you
  different from the competition?
• What can you do better?
• Tip Price isnt always the magic bullet.

14
5. The "Write" Content

• Clear Content
• Persuasive Content
• Benefit Rich Content

15
6. A Call to Action or CTA

• What is CTA?
• It tells people what to do next.
• Its an offer.
• Why we need it.
• I helps people take the next step.
• People need to be told how to take that next
  step.

16
Module 2 Internet Marketing Strategies Summary
17
Marketing Mediums

• Articles/Advertorials
• Link Sources
• Email Newsletters/Announcements
• Blogs
• Video

18
Link Sources

• Link Sources
• Chamber sites
• Online Yellow Pages
• Directories
• Professional Association sites.
• You can get listings quickly and easily if you
  belong to an organization.

19
Article Publishing

• Articles can be free publicity
• Positions you as an expert.
• Established credibility.
• Draws more traffic to your site.
• Can create free online PR.

20
Email Marketing

• Benefits of email marketing
• Top of mind awareness.
• Deliver you message rather than waiting for
  customers to come to you.
• Drive people to your site or your store.

21
Email Solutions

• ConstantContact.com
• Aweber.com
• Ratepoint.com
• Low cost
• Templates available
• Good support
• Personalized messages
• Data collection tools
• Reports and analysis

22
Capturing Mailing List Names

• Before you begin you need names.
• People who want to hear from you.
• Sign up box on your Web site.
• Constant Contact
• Aweber

23
Blogging - A Significant Trend

• Blogging
• A blog is an easy to update Web site, where you
  can quickly post thoughts, interact with people,
  and more.
• People respond well to them.
• Search engines gravitate towards them.

24
(No Transcript)
25
Blogging Sites

• Blogger.com - the easiest to start
• Wordpress.com - more design options
• Moveabletype.com - the power bloggers choice
• Try it first - for blogging to be effective you
  must commit to regular postings.

26
Growing Significant Trend Video Marketing
27
(No Transcript)
28
(No Transcript)
29
Tracking Marketing Initiatives

• What is your Web site doing and what does it
  mean?
• Your Web hosting most likely offers traffic
  statistics.
• Test, Track and Test Again and Again
• If you dont track youll never know if your
  campaign was successful or unsuccessful.

30
Paid Search Engine Ads

• A few words about ads
• Pay-per-Click - someone clicks, you pay a fee.
• Controlling cost
• You can limit your budget
• Run campaigns for limited time periods.
• Get your site notices quickly while building
  online visibility.

31
(No Transcript)
32
Module 3 Search Engine Marketing Basics
The Holy Grail of Online Marketing
33
Search Engine Optimization Search Engine
Marketing

• Whats the difference
• Optimization The process of preparing a site for
  top rankings in search engines.
• Marketing The process of getting a site to the
  top by using optimization techniques.
• Natural Optimization/Marketing No Paid Ads

34
(No Transcript)
35
Keywords/Keyword Phrases

• A single word rarely works well for a search.
• We tend to use 2 to 5 words together as a phrase.

36
(No Transcript)
37
Keyword Strategy

• Use terms customers would use to search for your
  product.
• Create your keyword list of about 10 to 12
  phrases.
• Place keywords in content.
• Place keywords in Metatags
• Submit to search engines.

38
MetaTags
39
Keyword Exercise

• Teams Please
• Choose a business.
• Choose a team captain.
• Come up with 3 keyword phrases that customers
  would use.
• Well discuss this exercise in 15 minutes.

40
Getting Started With SEO

• Define with your target audience.
• Conduct your competitor research.
• Create your top 10 keyword phrase list for each
  page (you may not have 10 keyword phrases for
  each page).
• Add keywords to MetaTags.
• Use keywords in content.
• Keep content fresh and relevant.

41
What You Can Do Tomorrow

• You now have will the basic knowledge to
• Clarify the goals of your marketing
• Define who your target audience is
• Start a keyword list for search engine
  optimization.
• Start a Blog using free tool.

42
Google Adwords

• Quick, inexpensive way to generate leads sales
• Know the goal of your ad.
• Know your intended audience.
• Give people a reason to click.
• Give people a reason to take the next step.
• Send people to a specific landing page not your
  home page.
• Track campaigns.

43
Social Media

• Facebook, LinkedIn etc. - Best Practices
• This is additional way to create buzz
• It can be GOOD for business marketing
• Requires a commitment like everything else.

44
Available Upon Request

• Internet Marketing Terms
• Defining Your Target Audience
• Keyword Selection Worksheet
• Breakeven Worksheet
• Search Engines to Submit Your Site to
• Blogging Article
• Where to Get More Information

45
QA - Discussion
46
Thank You For Attending!

• Carol Sanger
• The Web Division
• 978-522-4052
• TheWebDivision.com
• sanger_at_thewebdivision.com

47
What Makes a Good Web Site?

• User friendly design that is appealing.
• Navigation thats easy to use.
• Relevant content that is engaging, persuasive
  clear and benefit rich.
• Primary target audience focus.
• Clear theme educate, entertain, generate leads,
  sell.
• Invites interaction.