Online Marketing 101
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Transcript of Online Marketing 101
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Online Marketing 101
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Agenda
1. What is online marketing, and how can it help you?
2. Marketing on your website
3. Marketing off your website
4. Email marketing
5. Q&A
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What is online marketing?
How can online marketing benefit my small business?
• Online marketing helps you achieve your goals by helping people find your website.
• Businesses and organizations use online marketing to promote or sell products or services, share knowledge, and building awareness.
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How can online marketing help you?
Helps people learn:
• That your business exists
• About your products and services
• Your phone number and physical location
• How to buy your products, online or offline
Can help:
• Encourage sales with special offers
• Communicate quickly and inexpensively
• Establish yourself as a thought leader
There are many ways to do this, let’s take a look!
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Marketing On Your Website
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In this section we’ll cover...
Helping search engines find you by:
•Adding content to your website
•Blogging to build loyalty
•RSS Feeds to help people stay updated
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Search engines look for relevant results
Natural or “Organic” Results
Please note that the businesses in this screenshot are examples, not an endorsement of any product, company or website.
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How can your site become “more relevant?”
SEO: Stands for “Search Engine Optimization” - working to increase website visibility in the organic results
Help Google understand your website (your webmaster can help!)
• Make sure your site content is “readable”
• Create a Google Sitemap
• Update your website often
• Create relevant content. Focus on important keywords!
• Write a blog about your industry
Let’s talk more about blogs.
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What exactly is a blog?
• Contraction of “web log”
• A type of website that displays articles (called posts) in reverse chronological order
• Can be a standalone website, or a section of a larger site
• Typically used for commentary, opinion, discussions, updates
• Can allow visitors to comment on posts, creating an online discussion
Please note that the entities mentioned are examples, and not an endorsement of any product, company or website.
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Blog examples
Please note that the entities mentioned are examples, and not an endorsement of any product, company or website.
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Blogging best practices
• Blog often!
• Write descriptive, interesting headlines.
• Be useful, interesting or funny. Give people a reason to read, return and recommend.
• Be adventurous. Develop your “voice” - blogs can be casual or edgy.
• Allow comments, encourage discussion.
• Include photos or illustrations.
• Promote your blog offline.
• Don’t delete old posts, there may be links to it!
• Offer an RSS feed.
Let’s talk more about RSS feeds.
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What is an RSS feed?
• Stands for “Really Simple Syndication”
• It’s a “feed” allowing people to get automatic updates when you publish a blog post.
• Your fans can read your posts through reader software or on a website like Google Reader.
• It’s free, and built into most blog software.
• No extra work required!
How RSS helps you
• Turns your fans into subscribers.
• Provides regular reminders about your site.
• Creates another way for people to find you.
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Give people a reason to visit your website
And, a reason to return later
• Offer something unique on your site
• Promote in-store and online specials
• Offer printable coupons
• Contests and games
• Competitions
• Polls
Please note that the entities mentioned are examples, and not an endorsement of any product, company or website.
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Marketing Off Your Website
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In this section we’ll cover...
• Search engine marketing
• Google Places
• Social media marketing
• Online public relations
• Using other websites to sell products or promote yourself
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What is search engine marketing?
SEM: Stands for “Search Engine Marketing” - cost-effectively promoting your website online.
Google’s program is called AdWords
• Shows your ads when searchers look for keywords you select
• You pay for clicks on your ad
• You compete against others in an auction
• Quick and effective way to display your ads
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Where Google’s ads appear
Ads (AdWords)
Please note that the businesses in this screenshot are examples, not an endorsement of any product, company or website.
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SEM best practices
Do your homework
• Learn how the AdWords system works
• Set clear goals
• Make sure it’s easy for visitors to use your website
Don’t cross your fingers and walk away
• How will you know if your goals are met?
• Decide how you will track success
• Experiment with different keywords, ads and budgets
• Check in often to monitor your account
Great resource: Google.com/adwords/onlineclassroom/
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Google Places is a business directory
How does it work?
• People search Google.com and Google Maps to find local businesses
• Businesses can add or edit their free business listings.
• Business listings are gathered from many sources including:
• Websites
• Yellow pages data
• Direct feed and submissions
What is Google Places?
Google.com/Services/SmallBusiness
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Where Google Places listings are found
Local Results(Places Pages)
Please note that the businesses in this screenshot are examples, not an endorsement of any product, company or website.
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Reviews
Images
Ratings
Details
Map and Street View
Related Content
Ads
What does a Places page look like?
Accurate address &
phone number
Please note that the business in this screenshot is an example, not an endorsement of any product, company or website.
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Social Media: using the Web to build interactive dialogue. A business might use to this to develop credibility on a particular subject.
Social media marketing is a hot topic!
What is social media?
Source: Google Insights for Search
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• Customer service
• Quick response
• Customer retention
• Public relations
• Building brand
• Viral campaigns
So, what’s it good for?
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• del.icio.us
• Digg.com
• Facebook.com
• FourSquare.com
• LinkedIn.com
• Meetup.com
• Orkut.com
• TripIt.com
• Twitter.com
• Xanga.com
• Youtube.com
Examples of social media websites
Please note that the entities mentioned are examples, and not an endorsement of any product, company or website.
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Social media best practices
Before you begin
• Research social media options
• Select the sites most important to your business
• Decide how much time to commit
• Set a goal? Why are you doing this?
Actively participate
• Use social media as a conversation with customers and fans
• There is a face behind your brand - show your personality
• Do promote your brand, products and services
• Focus on the positive
• Don’t spam - authenticity is key.
Please note that the entities mentioned are examples, and not an endorsement of any product, company or website.
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What is online public relations?
Providing content to websites to promote favorable mentions of your company, brands, products or websites on third-party sites which are likely to be visited by your target audience.
What is it for?
• Extending reach and awareness of your brand
• Generating traffic to your website
• Generating links to your website
• Supporting other marketing campaigns
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• Business Wire
• Global Newswire
• Google News
• Marketwire
• Newsvine
• PR Newswire
• PRWeb
• Stumbleupon
Examples of content distribution sites
Please note that the entities mentioned are examples, and not an endorsement of any product, company or website.
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Use other websites
You can also use well-know websites instead of -- or in addition to -- marketing your own website.
Examples
• Amazon.com
• AngiesList.com
• Craigslist.com
• Directories, like DMOZ.org
• eBay.com
• Etsy.com
• Yelp.com
Please note that the entities mentioned are examples, and not an endorsement of any product, company or website.
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Getting Found
Email Marketing
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In this section we’ll cover...
• Introduction to email marketing
• Best practices
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What is email marketing?
Email marketing allows you to promote a product, service or brand by sending an email to your target audience.
Benefits of email marketing
• Relatively inexpensive
• Timely communication
• Interactive - directs people to your site
• Builds loyalty
• Can be highly customized and personalized
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How do I find email addresses?
Your existing customers
• Use your email contacts list
• Ask your existing customers for their email addresses
New customers
• Invite website visitors to sign up for your email newsletter
• Encourage visitors by offering something in return for signing up
• Promote your website & email newsletter in offline material
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How can I make an attractive email?
The easiest way to send email is to use a commercial service. There are hundreds of options.
Benefits of most commercial services
List management
Customizable designs to choose from
Design testing to make sure emails look good in different email programs
Easy editing interface
Email deliverability - dealing with spam filters
Reports on how many people opened the email, clicked on links
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• CampaignMonitor.com
• ConstantContact.com
• ExactTarget.com
• MailChimp.com
• MyEmma.com
• SilverPop.com
• VerticalResponse.com
Examples of email marketing providers
Please note that the entities mentioned are examples, and not an endorsement of any product, company or website.
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Email best practices
DO NOT SPAM, DO NOT SPAM, DO NOT SPAM
(really, it’s against the law)
• Always have a good reason to email people (sale, coupon, special offer)
• Always allow people to opt out of email from you
• Do not send too many emails or people will ignore you or unsubscribe
• Make sure email is readable in all modern email programs
• Personalize email, if possible
• Keep it short and sweet
• Have a snappy, clear subject line
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What if I don’t have an email list?
Buying a list is not ideal (plus it’s illegal to send unsolicited commercial email). Best to build your own list. Solution: consider sponsoring
Please note that the email newsletters above are examples, and not an endorsement of any product, company or website.
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A Quick Recap
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After today’s session you can begin
1. Developing your online marketing strategy
2. Promoting your website internally and externally
3. Investigating email marketing solutions
4. Building your email subscriber list
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Google PlacesHelping customers find your shop or office with Google Places – for free.
Google AdWordsHelping promote your business with ads on Google’s search & Network.
YouTube.comA great way to provide information about your products and services.
BloggerHelps you create and publish your blog - for free!
Google as part of your strategy
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Thank You!
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Google resources
Google Webmaster Central: http://www.google.com/webmasters
Blogger: http://www.blogger.com
Google Reader: http://www.google.com/reader/
Google AdWords: http://www.google.com/adwords
Google Places: http://www.google.com/services/smallbusiness
Google Insights for Search: http://www.google.com/insights/search/#
Social Media Resources:
http://www.orkut.com
http://www.youtube.com