Marketing Your Business Online

If You Build It…they WON’T come! Building a Web Site is just the beginning…

Fear of the Unknown

Fear of the Unknown Many business owners are hesitant to start marketing their business online because they do not understand what it involves and simply overwhelmed with the whole concept. Once you understand the basics of what goes into marketing online, it is just a matter of taking action in order to succeed.

Why Do You Need an Online Presence? “2.2 billion local business searches occurred in December 2008. 82% of Local Searchers follow-up offline via an in-store visit, phone call, or purchase, emphasizing the importance for companies to integrate their on- and offline information.” - (comScore for TMP Directional Marketing, August 2008)

Why Do You Need an Online Presence? The first sources that Americans turn to for local business information are search engines (31%), print Yellow Pages or White Pages (30%), internet Yellow Pages (IYP) sites (19%) and local search sites (11%). – (Local Search Usage Study: TMP Directional Marketing, conducted by comScore, 2009)

Why Do You Need an Online Presence? “Online search influenced $471 billion worth of offline sales last year – (eMarketer, 2008) “Product research and comparison shopping happen online.(69%,68%) But 67% of those purchases happen OFFLINE.” – (Accenture, 2007)

Think About It

Think About It How many companies are losing business because they can’t be found online? Many online searches result in a local event (purchase, phonecall, etc), even if they don’t initially START out that way. Example: When you type in a generic product or service like “pest control”, Google will now often automatically display search results related to where your computer is located. So you will probably see local pest control companies in the search results.

Focus on Google First Why Google?

- Studies have found that searchers trust organic listings 86% of the time. (eMarketer) Search users are up to six times more likely to click on the first six organic results than they are to click on any of the paid results. (Oneupweb Study) 30% of searchers click on paid listings, leaving a WHOPPING 70% who click on organic listings. (Search Engine Guide, August 2005)

In A Perfect World In an ideal world, you would certainly focus on getting your business to show up in all three sections on the front page of Google’s search results. However, budgetary and time constraints often make this impossible for business owners. Trying to do both Paid Ads (Pay Per Click/PPC) and Organic Listing Marketing Campaigns(Search Engine Optimization/SEO) on a limited budget or with limited time resources can result in neither campaign producing your desired results. Since the majority of search engine users click on the organic listings, I almost always recommend focusing on SEO campaigns first.

Six Key Areas To Focus On Google/Yahoo/Bing Local Business Centers Website Design and Goals Search Engine Optimization and Marketing Online Video Marketing Social Media E-mail Marketing

The New Phonebook

The New Phonebook The 3 Major Search Engines all have a Local Business Center of sorts. The Local Business results are triggered by local searches. Example: “fresno auto repair” or “bankruptcy attorney san diego” These local business centers are a good place to begin your online marketing efforts.

How Do They Work? Once you claim your business listing, you get to fill out a profile. In this profile, you select your specific business categories from the several options they give you. When a person in the community searches for a specific product or service in your business category, you now have a chance of showing up on the front page in those “map results”. The more competitive your industry is, the less likely you will automatically show up on the first page of the map listings. I recommend making use of EVERYTHING they provide you with in the local business centers. This includes any and all additional company information, pictures, video, coupons, etc.

Where Can I Claim My Listings?

Where Can I Claim My Listings? Google Local Business Center http://www.google.com/local/add Yahoo http://listings.local.yahoo.com/signup/create_1.php Microsoft Bing https://ssl.bing.com/listings/ListingCenter.aspx

Website Design and Goals The most frequently identified methods of gathering information to make purchase decisions are using a company website (36%), face-to-face communication with a salesperson or other company representative (22%), and face-to-face communication with a person not associated with the company (21%). - (Harris Interactive, 2009)

Website Design and Goals It doesn’t matter how good your website looks if it isn’t making you money in the long run. While a flashy website with all the bells and whistles can be beneficial to businesses by drawing attention, often times it ends up confusing potential customer’s.

General Website Goals You want to educate your audience about your products/services Company branding purposes You want to establish your company as an authority in your industry/location AND probably the most important goal… You want to generate sales and leads!

Website Design and Goals Most local searchers are looking for specific information, make sure they can find it. What is your ultimate goal for the website? If you want your phone to start ringing, make sure you include your phone number near the top of the page so they simply cannot miss it. Make it EASY for the person to complete your desired action. Use bold colors, arrows, and/or graphics to highlight your information. If you want to gather more information from the website visitors, make sure you capture their information near the top of the page with a form that they cannot miss.

Website Design and Goals - Make sure that your site navigation is user-friendly. Direct the visitors where you want them to go. Choices are great, but too many choices can be overwhelming and confusing.

Website Design and Goals Whatever action you want your website viewers to take, motivate them even further by giving an INCENTIVE. I will see your phone number, address, or form and I may or may not pursue contacting you first before your competitors. However, if I see that you are offering a special or a discount for contacting you from the web site, I am even MORE LIKELY to contact you right there on the spot. As a consumer I am also more likely to give you my information (email address,phone number,etc) when you offer me something.

How Do I Get People to My Site? To avoid being a billboard in the vast desert of the Internet, you need to market your website with proven techniques. One of the most affective techniques is search engine optimization and marketing.

Search Engine Optimization and Marketing Casting Your Net

Search Engine Optimization and Marketing The major goal of search engine optimization is to get your business to show up in the organic search engine results for specific “search phrases”, often referred to as “keywords”. If you own an auto repair shop in Las Vegas, you would benefit from showing up on the top page search engine results for many search “keywords”. An example of these keywords would be “las vegas auto repair”, “las vegas auto mechanic”, “las vegas auto repair shop”, “las vegas auto mechanics”, “las vegas auto body shop”, and the list goes on….

Search Engine Optimization and Marketing SEO is a great way to market your business, due to the fact that you are targeting the people who are already actively seeking your products or services. If someone types in “las vegas auto repair”, it is a pretty good bet they need some work done. You are not advertising in the hopes that they MIGHT need your products or services, these people are usually looking to buy. Or at the very least, they are looking for more information on your specific product or service in the local area BEFORE making a buying decision.

Search Engine Optimization and Marketing SEO is essentially a mixture of old and new media tactics. It often includes, but is not limited to: intensive keyword and trend research web page optimization blog posts conversion testing copywriting online video distribution online press releases social media profiles link building e-mail marketing

Online Video Marketing Highest number of monthly searches: the second spot is now held by YouTube at 2.6 billion. YouTube replaced Yahoo as the world’s second largest search service. – (comScore, August, 2008)

Online Video Marketing January 2009 data from the comScore Video Metrix Service: 76.8 percent of the total U.S. Internet audience viewed online video. The average online video viewer watched 356 minutes of video (approximately 6 hours) a month, an increase of 15 percent from the previous month. 100.9 million viewers watched 6.3 billion videos on YouTube.com (62.6 videos per viewer).

Online Video Marketing While Youtube clearly delivers the most exposure, it is just one channel out of hundreds that your business can distribute videos too. Google is now displaying videos from Youtube and sites similar to it directly in the organic search results, so there is a chance for multiple listings on the top pages of Google. Online video is a great way to get more exposure, stand out, and let potential customers/clients know more about your business. It is only one part of SEO, but it can provide huge rewards if done on a consistent basis.

Social Media “84% of Americans say online customer evaluations have an influence on their decision to purchase a product or service – (Opinion Research Corporation, 2009)

Social Media Social Media profiles allow you to engage in the ongoing online conversation that is relevant to your target audience, location, and industry. It can work as reputation management as well. It is a great way to broaden the reach of your business. You can have one on one conversations with your customers and clients and attract customers/clients that you would have never known otherwise.

Social Media Many Social Media sites are geared towards different goals and audiences. Think of these sites as different types of networking meetings…but they’re online. So some of these sites are generally more business-formal, such as LinkedIn. Other sites are more business-casual, like Facebook and Twitter. Some sites are generally more relaxed and based on recreation, such as MySpace. Regardless, they all can be used to help businesses get more exposure.

Social Media Social Media sites can help with your SEO efforts. Your business profile page can rank very high in the search engine results for your business category and location. Your social media profile can drive people to your main website and get them to take action. It gives you another way to stand out from your competitors and establish a link with your target audience.

E-mail Marketing “For every dollar put into an e-mail marketing campaign, $45.06 came back in return.” – (Power of Direct economic impact study (2008) by the Direct Marketing Association)

E-mail Marketing What are the benefits? Reach customers quickly to let them know about specials, discounts, deals, announcements, etc. Foresee a slow week, then send out an e-mail special! Don’t have to pay more to attract to current customers. Further build a relationship with your target market. Get feedback from your customers. Stay on top of your audiences’ mind; brand yourself as the “go-to” business in this location and industry.

E-mail Marketing Having a list of targeted customers and prospects is an asset to ANY business. These people have opted to receive consistent information about your business, it is a great chance to interact with them and give them a reason to choose your business, all in a non-invasive environment – they WANT your information. People are using e-mail now more than ever, even on the go with smart phones and netbooks. Give people an incentive to give you their information on your website! Often times, people just need a little extra push to fill in and submit their details!

Conclusions

Conclusions Don’t be overwhelmed with some of these online marketing tactics. Some industries can benefit from all the tactics mentioned, while others might only benefit from a few. If you just focus on one of these methods at a time, you will still be taking one step forward ahead of the competition.. The sooner you take action and establish an Internet presence, the more likely your potential customers/clients will end up choosing your business.

Conclusions Online marketing is an investment of both time and money. Online marketing is a long-term process, not a specific event or action. Online marketing can lead to massive exposure and branding. Online marketing can build long-term relationships with individuals in your local community. Online marketing takes a little bit of patience, but it often yields huge rewards for companies that are able to leverage the power of the Internet to attract more business.

How To Start Your Marketing Online