Www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701...

www.Vectec.org151 Enterprise DriveNewport News, Virginia 23603

Tel: 757-243-8700Fax: 757-243-8701Email: info@vectec.org

How to Market Your Small Business

(on the web)

David HoegermanOctober 2010

Overview1) Marketing Strategies

2) Email Marketing

3) Search Engine Optimization

4) Social Networking

5) Resources & Monitoring Metrics

Overview 2.01) Marketing Strategies Basics

2) Email Database Marketing

3) Search Engine Optimization Marketing

4) Social Networking Web 2.0

5) Resources & Monitoring Metrics

Marketing Strategies Marketing Basics

Branding vs.

Direct Marketing

• Branding aims to build awareness or create an image so that when the time comes for a consumer to make a purchase, the brand is considered.

• Direct marketing aims to obtain an immediate response

Integrated Marketing Communications

• Carefully integrating the company’s many communication channels to deliver a clear, consistent, and compelling message.

Market Segmentation

• Process of identifying specific purchasing groups based upon their needs, attitudes and interests.

Email MarketingDatabase Marketing

Database Marketing

• Email Marketing - promotion of products or services via email.

• Spam - sending unsolicited bulk messages indiscriminately.

• Email Blast - electronic mailing, sent all at once to a large mailing list.

• Database Marketing - form of direct marketing using databases of customers or potential customers to generate personalized communications

Database Marketing

• List Segmentation – division on your customer and prospect lists into similar groups

– Demographic– Geographic– Behavior– Purchase history

Customized Emails

• Barnes & Noble

Textbooks marketed to students

“New from an author you know”

Customized Emails & Mailings

• Red Cross Donor Profile: Me– Demographic & geographic– Donation record & blood type

• Targeted Communications– O Pos Double Red– Timed to coincide with optimal donation schedule– Informs of drives near my home that offer the

services I use.

Customized Emails

• Williamsburg Travel

– Customers within 3 hour drive time receive offers and announcements for weekend getaways and special events

– Customers farther than 3 hours away are marketed to with incentives for family vacations

– Customers with children are shown different promotions

Search Engine Optimization Search Engine Marketing

Optimization

• Search engines scan a page and analyze it for important information

• Quality and Relevance• Links• Content• Site Architecture

Relevance

• Title• Headline• Links• Content• File name

Sponsored Search

• All major search engines allow advertisers to purchase ads

• Segmented by– Search Query– Geographic– Demographics

• adwords.google.com• advertising.microsoft.com

Vertical Search

• Local Listings• Real Estate• Products• News

Putting it Together

Social NetworkingWeb 2.0

Web 2.0

• Web 2.0 - is commonly associated with web applications that facilitate interactive information sharing, interoperability, user-centered design, and collaboration on the World Wide Web (Wikipedia)

• In a nutshell… user generated content and networking

Web 2.0 “Technographics”

www.Vectec.org/technographics

Web 2.0

• Social Networking– Facebook– Twitter

• User generated content– Testimonials and reviews– Comments– Forums– Blogs

Monitoring Metrics

Metrics

• This may seem self evident, but monitoring customer behavior does us no good in and of itself

• Actionable Data– What goes right? (Repeat and Capitalize)– What goes wrong? (Fix or Eliminate) – Eliminate the guess work by tracking marketing efforts.– Maximize your revenue and ROI.

“Regular” Stats Programs

• 30 day visitor tracking

Can give track number of hits and visitors as well as some navigational and referral data.

Aggregated Tracking

• Tracking Key Performance Indicators on overall site usage gives us general trend information– “we have more visitors this month than last”– “visitors are spending more time on our site”– “the most popular area of the site is _____”

Advanced Tracking• Most professional reporting packages track sales,

conversions, and advertising campaigns in much greater detail.

• Can track a visitor over the course of years.

• Better information gives the business owner the ability to make better decisions.

Segmentation Tools

• With reports that allow greater segmentation, we can focus on characteristics of core customers

Goal Tracking

• Many analytical programs allow site owners to customize goal tracking.• Segmented by source for ROI Analysis• Segmented by keyword

Goal Tracking

• Many analytical programs allow site owners to customize goal tracking.

• Segmented by source• Goal Funnel Analysis

Metrics

• www.omniture.com

• www.google.com/analytics

Questions

CONTACT INFO:David Hoegerman

david@vectec.org

Resources

• www.omniture.com• www.google.com/analytics

• adwords.google.com• advertising.microsoft.com

• www.vectec.org/resources

Supplemental Information

• I’ve included many slides showing examples of how some content is “optimized” for search engines. The process involves making minor revisions to content to ensure keywords are included and adding links to other pages within the text.

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