Every 2 to 3 years, a new internet technology emerges that is touted as the “must have” for your small business. Email Marketing, SEO, Conversion, ecommerce, Buzz Marketing, Blogging, Ratings and Reviews, Analytics, Content Marketing, You-Tube, and of course now, it’s all about Social Media. Yet, as a small business owner, you don’t have the time or resources to chase every technology, much less afford the tedious maintenance it demands. However, whenever you seek help with managing technology, every seminar or consultant begins with the presumption, “oh, you’ve just got to do this.” Do you really? Do you really need to jump on every bandwagon that comes along? This session will examine the challenges, the perspectives, and the tools that real entrepreneurs need to manage technology within the context of limited time, resources, ability and efficacy. Do you really need to write a weekly blog, pay for SEO, refresh content regularly, monitor yelp and angie’s list, offer online coupons, post updates on Facebook, Twitter, YouTube, Google, LinkedIn, and so on and so forth? The answer depends on your business model, strategy, and stage of development. Sometimes the answer is “no,” and sometimes the answer is an emphatic “yes.” This class will help you, the real entrepreneur, develop the tools necessary to take charge of technology and stop feeling like a slave to it. This class is presented by Ken Partain, an online marketing specialist and owner of IPG Search Marketing and Ron Hash, a Business Advisor with the Texas State University Small Business Development Center.

1. Online Mastery – Managing Technology
Online Strategy
Website / Blog
Search Engine Optimization
Social Media

2. Online Mastery – Managing Technology
Why?
The Internet is the new Medium
Because it's voluntary and permission based
Massive Shift from Outbound to Inbound Marketing
Even when referred, people will Google you before
doing business with you

3. Online Mastery – Managing Technology
Why?
Yellow Pages are facing extinction
Your prospects are already online
Over 17 Billion searches per month in the US
97% of all searches for products and services begin online
Over 20% of all searches include local intent

4. Online Mastery – Managing Technology
Online Strategy
Hub & Spoke
Creating Content
Avoid Digital Sharecropping

5. Online Mastery – Managing Technology
Online Strategy
Set up an Interactive Website / Blog – Web
Claim Local Map Listings – Local / Mobile
Set up Online Directory Listings – Search / Local
Claim Social Media User Names & Profiles – Social
Set up Social Networking Profiles – Social

6. Online Mastery – Managing Technology
Online Strategy
Social Bookmarking and Sharing – Social
Location Sharing – Local / Mobile
Content Distribution – Web / Social
Video Marketing – Search / Social
Press / News Releases – Search

7. Online Mastery – Managing Technology
Online Strategy
Rating Sites – Search / Social
Discounts and Coupons – Social / Local
Paid Directories – Web / Search
Email Marketing – Web

8. Online Mastery – Managing Technology
Online Strategy
Website / Blog
Search Engine Optimization
Social Media

9. Online Mastery – Managing Technology
Website / Blog
Set up Interactive Website / Blog
Search Friendly
Mobile Responsive

10. Online Mastery – Managing Technology
Website / Blog
Choosing a Domain Name
Company Name
Location
Keywords

11. Online Mastery – Managing Technology
Website / Blog
Hosting
Shared
Virtual Private Server – VPS
Dedicated

12. Online Mastery – Managing Technology
Website / Blog
Design & Development
DIY
Template
Custom

13. Online Mastery – Managing Technology
Website / Blog
Blogging / Content Management System
WordPress
Joomla
Drupal

14. Online Mastery – Managing Technology
Website / Blog Questions?

15. Online Mastery – Managing Technology
Search Engine Optimization
What is SEO?
Art
Science
Testing

16. Online Mastery – Managing Technology
Search Engine Optimization
It's an Ongoing Process
Search Habits Change
Search Engines Change

17. Online Mastery – Managing Technology
Search Engine Optimization
Primary Objectives:
To get found online
To drive targeted traffic to your site
To increase revenue

18. Online Mastery – Managing Technology
Search Engine Optimization
How does SEO work?
Over 200 Ranking Signals
Proper use of meta tags
Strong Content
Incoming Links

19. Online Mastery – Managing Technology
Search Engine Optimization
SEO vs PPC
PPC = Short term
Turn it on, leads flow
Turn it off, leads stop
SEO = Long term
All efforts build on one another

20. Online Mastery – Managing Technology
Search Engine Optimization
On-page vs Off-page
On-page Elements
URL
Meta Title
Meta Description

21. Online Mastery – Managing Technology
Search Engine Optimization
On-page vs Off-page
On-page Elements
Headlines
Internal Links
Content – including images and local

22. Online Mastery – Managing Technology
Search Engine Optimization
On-page vs Off-page
Off-page Elements
Directories
Industry & Related Blogs
Photo / Video Sharing

23. Online Mastery – Managing Technology
Search Engine Optimization
On-page vs Off-page
Off-page Elements
Ratings and Review Sites
Links and Citations
Social Media Sites

24. Online Mastery – Managing Technology
Search Engine Optimization Questions?

25. Online Mastery – Managing Technology

26. Online Mastery – Managing Technology
Social Media
What is Social Media?
“Social media is about giving you an alternate channel
to connect with new or existing customers, demonstrate
your expertise, solve problems, or promote products
with the goal of providing customer service, building
loyalty, and making sales.” - Michael Gray

27. Online Mastery – Managing Technology
Social Media
Why Social Media?
People buy from people they know, like and trust.

28. Online Mastery – Managing Technology
Social Media
Why Social Media?
Social Media facilitates:
Know – Awareness
Like – Engagement
Trust – Transaction / Purchase / Referral

29. Online Mastery – Managing Technology
Social Media
A Few Stats
60 Million Facebook updates daily
200 Million Tweets daily
3 Billion YouTube views daily

30. Online Mastery – Managing Technology
Social Media
A Few Stats
Smart Phones now outsell desktops and
laptops combined
Over 2.3 Billion searches per month
include local intent

31. Online Mastery – Managing Technology
Social Media
The Top 5 Social Networks
Facebook – 847 Million Users - 156M in US
Twitter – 127 Million Active Users
Pinterest – 21 Million Users – 82% Female
LinkedIn – 150 Million Users – over 50% degreed
Google Plus – 90 Million Users – 71% Male

32. Online Mastery – Managing Technology
Social Media
Set Your Positioning
Who are you?
What do you do?
Why does it matter?
Why are you better?

33. Online Mastery – Managing Technology
Social Media
Set Your Positioning
Identify Your Target Audience
Create Personas for Your Customers
Determine Which Social Networks Are Best For Your
Business

34. Online Mastery – Managing Technology
Social Media Best Practices
Be Respectful
Treat networks separately
Customize your message
Update and promote accordingly
Help and promote others

35. Online Mastery – Managing Technology
Social Media Best Practices
Repurpose content
Add personal notes and pictures
Don't ignore your audience
Don't leave accounts unattended
Keep calm when responding to something negative

36. Online Mastery – Managing Technology
Social Media Tools & Resources
Buffer
Hootsuite
Tweetdeck
Seesmic
SocialMediaExaminer.com

37. Online Mastery – Managing Technology
Social Media Questions?

38. Online Mastery – Managing Technology
Measuring & Tracking Successes
Success Depends on Your Goals
Followers Pins
Likes Shares
Mentions Website Traffic
Reach Website Engagement
Retweets Sales

39. Online Mastery – Managing Technology
Measuring & Tracking Successes
Google Analytics
SEO Book / SEOMoz
Raven

40. Online Mastery – Managing Technology
Questions?

41. Online Mastery – Managing Technology
Connect With the SBDC Connect With Ken
314 E Highland Mall Blvd Phone - 512-651-2963
Suite 304
Austin, TX 78752 Email – kenpartain@wemakemarketingeasy.com
Phone – 512-610-0996 Website – WeMakeMarketingEasy.com
Website – AustinSmallBusinessAnswers.com Facebook – Facebook.com/IPGSearchMarketing
Facebook - Facebook.com/TXStateSBDC Twitter – Twitter.com/kenpartain
Twitter - Twitter.com/#!/txstatesbdc LinkedIn – Linkedin.com/in/kenpartain
YouTube - Youtube.com/user/TxStateSBDC Google+ - http://EZ.com/IPGGooglePlus