Fundamentals of Promoting Your Business on the Web. Presented by Chris Werben on July 29, 2011 at the Technology Essentials for Small Business Conference presented by the Brooklyn Chamber of Commerce.

1. Online Marketing 101Fundamentals of Promoting Your Business on the Web

2. Topics What is marketing? 7 Steps for Marketing Marketing Hourglass Why should I market online? (some statistics) Online Marketing Tactics Fans, Followers and Freedom Agencies, consultants and others Will it hurt? Ok, now what should I do? Online Marketing 101: Fundamentals of Promoting Your Business on the Web 1

3. What is marketing? Marketing is the art and science of persuasive communication. [ Dave Kerpen – Chief Executive Officer, Likeable Media ] Marketing is the ongoing process of engagement whereby strangers are nurtured into advocates. [ Trey Pennington] Marketing is understanding your buyers really, really well. Then creating valuable products, services, and information especially for them to help solve their problems. [ David Meerman Scott – Bestselling author of Real-Time Marketing and PR] Marketing is a strategic and tactical multifaceted process that supports sales as well as customer service and retention. The primary stages include identifying target audiences, developing a marketing/communications strategy that usually includes several methods and channels (e.g. advertising, PR, content, events/digital print, broadcast), measuring and assessing results, and constantly refining the process based on learnings and marketplace developments. Marketing can also become a feedback loop between an organization and its customers and prospects that helps to inform and shape the business going forward. [ Rebecca Lieb, Author of The Truth About Search Engine Optimization] Online Marketing 101: Fundamentals of Promoting Your Business on the Web 2 persuasive communication engagement especially for them measuring refining [ Source: 72 Marketing Definitions – Heidi Cohen ]

4. 7 Steps for Marketing Develop strategy before tactics – Base all decisions on an ideal customer and core message of difference Embrace The Marketing Hourglass – Look at every potential prospect and customer touchpoint and design a remarkable experience Adopt the publishing model– Commit to producing content that builds trust and educates Create a total web presence– Develop a plan that takes advantage of the SEO and social media aspects of being found Orchestrate the lead generation trio– Use technology to create multiple ways to generate leads via advertising, public relations, and referrals Drive a lead conversion system– Develop a sales system that everyone in the organization can use from initial contact to results review Live by the marketing calendar– Make marketing a habit by establishing monthly, weekly and daily action steps Online Marketing 101: Fundamentals of Promoting Your Business on the Web 3 [ Source: 7 Steps to Creating a Sure-Fire Marketing System; John Jantsch Founder, Duct Tape Marketing ]

5. Online Marketing 101: Fundamentals of Promoting Your Business on the Web 4 Marketing Hourglass [ Source: Beyond The Funnel: The Marketing Hourglass ]

6. Why should I market online? Some statistics 2010 U.S. Population – 310 million 2010 U.S. Population on the Internet- 240 million1 Online Marketing 101: Fundamentals of Promoting Your Business on the Web 5 2

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8. Online Marketing 101: Fundamentals of Promoting Your Business on the Web 7 In the US, 62% of overall consumers have read a review online for a product or service in the past six months (64% of 35-54 year olds). [Source: Lightspeed Research, March 2011]

9. Online Marketing 101: Fundamentals of Promoting Your Business on the Web 8 In 2011, small businesses (1 to 5 employees) plan to spend 49% of their lead generation budgets on inbound marketing. Small businesses plan to spend dramatically more of their budgets on social media and blogs. [Source: Hubspot – 2011 State of Inbound Marketing]

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11. Online Marketing Tactics Website Blog Social: Facebook, Twitter, LinkedIn, Google+ Email Marketing Video Local Search Search Engine Optimization Search Engine Marketing Promotions: Groupon, LivingSocial, Foursquare Online Marketing 101: Fundamentals of Promoting Your Business on the Web 10

12. Fans, Followers and Freedom Online Marketing 101: Fundamentals of Promoting Your Business on the Web 11

13. Agencies, consultants and others KarmaCom Bizwall Mobile Meteor MarketSmiths Path Interactive WebMetricsGuru Constant Contact JHLR Inc Online Marketing 101: Fundamentals of Promoting Your Business on the Web 12 Elance Huge Inc Carrot Creative Likeable Media HubSpot Message Medium Duct Tape Marketing

14. Will it hurt? … it depends! Do-It-Yourself is an option If you don’t have a plan it will hurt Measure twice, cut once Make it part of the culture Have an online/social media policy Establish baseline metrics for your business Measure online marketing results against the baseline Give it time Online Marketing 101: Fundamentals of Promoting Your Business on the Web 13

15. Ok, now what should I do? Listen, engage, act Create or review your marketing plan Get an evaluation of your online presence Provide great experiences and content Make your customers fall in love with you, your products, your services Let them become your advocates Online Marketing 101: Fundamentals of Promoting Your Business on the Web 14

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