SlideShare ist ein Scribd-Unternehmen logo
1 von 17
9/22/2011




                                                                            Our SBDC reaches far…


                 Internet Marketing for
                    Small Business




The University of Scranton SBDC - 2011
                                                                          We have served over 10,000 businesses in 20
                                                                           years throughout our 8-county service area!

                                 © 2011 The University of Scranton SBDC                                          © 2011 The University of Scranton SBDC




         About Me                                                                           Iggy !!

                     •   SBDC 17 years
                     •   Accountant
                     •   MBA Marketing
                     •   Internet Business
                     •   … and more !




                                 © 2011 The University of Scranton SBDC                                          © 2011 The University of Scranton SBDC




                                                                                      What is Marketing ??

                                                                             “Marketing is everything you do to get
                                                                             your product/service in the hands of the
                                                                             customer.”
                                                                                               So ?

                                                                            “Internet Marketing is any marketing
                                                                            activity conducted online through the use
                                                                            of internet technologies (web, email, blog,
                                                                            and/or social media).”

                                 © 2011 The University of Scranton SBDC                                          © 2011 The University of Scranton SBDC




                                                                                                                                                          1
9/22/2011




10 Steps to Internet Marketing
  1. Listen !!        6. Linking
  2. Keywords         7. Social Media
  3. SEO              8. Mobile Marketing
  4. Spam             9. Track Results
  5. Create Content   10. Strategize




                                    © 2011 The University of Scranton SBDC         © 2011 The University of Scranton SBDC




                                    © 2011 The University of Scranton SBDC         © 2011 The University of Scranton SBDC




                                                                             • Google AdWords
                                                                             • WordChecker
                                                                             • Keyword Discovery




                                    © 2011 The University of Scranton SBDC         © 2011 The University of Scranton SBDC




                                                                                                                            2
9/22/2011




        How to Use Keywords
• Look for “niche” keywords or markets others have not
yet found
• Include most popular keywords in your website copy
• Use most popular keywords along with “qualifiers”
• Analyze keyword metrics to find opportunities
• Make this an ongoing activity



                                     - WordTracker.com



                                                                                                                                     http://www.google.com/adwords


                                                 © 2011 The University of Scranton SBDC                                                             © 2011 The University of Scranton SBDC




                                                                                                   SEO - Search Engine Optimization




                                                                                                                                - www.zimboora.com




                                                 © 2011 The University of Scranton SBDC                                                             © 2011 The University of Scranton SBDC




                                                                                                        PPC vs. Organic
  Search engine optimization (SEO)
  is the process of improving the                                                         • Keyword pricing begins at
                                                                                          $.05 but the average cost for a
                                                                                                                            •86% of search engine
                                                                                                                            users report they feel
  visibility of a website or a web page                                                   top keyword exceeds $3.30.        organic listings are more
  in search engines via the "natural" or                                                  • Keyword costs increase at
                                                                                                                            relevant than paid listings.

  un-paid ("organic" or "algorithmic")                                                    least 20% a year.                 • There is no cost for
                                                                                                                            keywords in organic search
  search results.                                                                         • One survey reported that 57%    engine optimization
                                                                                          of respondents felt that they     campaigns.
                                                                                          were paying too much for their
                                                                                          chosen keywords and keyword
                                                                                          phrases.                          - www.zeroonezero.com




                                                 © 2011 The University of Scranton SBDC                                                             © 2011 The University of Scranton SBDC




                                                                                                                                                                                             3
9/22/2011




                   © 2011 The University of Scranton SBDC   © 2011 The University of Scranton SBDC




                   © 2011 The University of Scranton SBDC   © 2011 The University of Scranton SBDC




 80% of Google
  Searches are
Location Based!!




                   © 2011 The University of Scranton SBDC   © 2011 The University of Scranton SBDC




                                                                                                     4
9/22/2011




                                                                                                                 - www.techevolution.com




                                                    © 2011 The University of Scranton SBDC                                   © 2011 The University of Scranton SBDC




               What is SPAM ?

• Keyword Stuffing
• Unrelated Keywords
• Doorway Pages
• Tiny Text/Alt Text
• Invisible Text
• Mirror or Duplicate Sites
• Submitting Repeatedly

                        http://en.wikipedia.org/wiki/Spamdexing




                                                    © 2011 The University of Scranton SBDC                                   © 2011 The University of Scranton SBDC




                                                                                              Provide VALUABLE Content
                                                                                                that helps Your Website
                                                                                             readers, and that YOU would
                                                                                               actually want to share with
                                                                                                   friends/associates!


                                                    © 2011 The University of Scranton SBDC                                   © 2011 The University of Scranton SBDC




                                                                                                                                                                      5
9/22/2011




                                                                  © 2011 The University of Scranton SBDC                                                © 2011 The University of Scranton SBDC




<li><a href="/personal-injury.html">Personal Injury</a></li> <li><a
href="/auto.html">Car Accidents</a></li> <li><a href="/motorcycle-accident-
attorneys.html">Motorcycle Accidents</a></li> <li><a
href="/truck_accidents.html">Truck Accidents</a></li> <li><a
href="/construction_accident_attorneys.html">Construction Accidents</a></li>
</ul> <ul class="how-help-ul"> <li><a
href="/medical_malpractice_claims.html">Medical Malpractice</a></li> <li><a
href="http://munley.com/marcellus_shale_accident_lawyers.html">Marcellus Shale
Accidents</a></li> <li><a href="/legal_cases_claims.html/">Injuries and
Accidents</a></li> <li><a
href="/workers_compensation_pennsylvania.html">Workers
Compensation</a></li> <li><a href="/product_liability_defects.asp">Product
Liability</a></li> </ul> <ul class="how-help-ul"> <li><a
href="/wrongful_death_attorneys.html">Wrongful Death</a></li> <li><a
href="/social_security_disability_attorneys.html">Social Security Disability</a></li>                               http://www.google.com/webmasters/
<li><a href="/contact.html/">Personal Legal Matters</a></li> <li><a
href="/business_litigation_attorneys.html/">Business Legal Help</a></li> </ul>
<h2>Pennsylvania Injury and Accident Lawyers</h2>

                                                       - www.munley.com


                                                                  © 2011 The University of Scranton SBDC                                                © 2011 The University of Scranton SBDC




                    LINK BUILDING                                                                           InBound vs. OutBound Links
                                                                                                           InBound:Pointing to       Types of InBound Links
                                             Think of a page linking to
                                             your page as a VOTE. Each                                     Your Site = Good
                                             page that LINKs to your                                                                 Regular – www.yoursite.com
                                             page is VOTE for that page.                                   OutBound:Pointing
                                                                                                           from Your Site to         Anchor Text – Gift shop in
                                             – Search Engine Optimization                                  Somewhere Else = Bad      Honesdale, PA.
                                             according to Google


                                                                                                                 Anchor Text tells the Search Engines what
                                                                                                                   the website is suppose to be about !!
                       www.livingaloud.com




                                                                  © 2011 The University of Scranton SBDC                                                © 2011 The University of Scranton SBDC




                                                                                                                                                                                                 6
9/22/2011




                                                                    www.scrantonsbdc.com

                                                                    • SBDC Blog
                                                                    • Google Places
                                                                    • Facebook
                                                                    • Twitter
                                                                    • YouTube
                                                                    • Flickr
                                                                    • Slideshare
                                                                    • PASBDC
                                                                    • ASBDC
                                                                    • SBA
                                                                    • University of Scranton
                                                                    • State of PA
                                                                    • Chambers of Commerce
                                                                    • SBDC Client Sites
                                                                    • …and more !!
                                                                                               www.livingaloud.com



                           © 2011 The University of Scranton SBDC                                      © 2011 The University of Scranton SBDC




                           © 2011 The University of Scranton SBDC                                      © 2011 The University of Scranton SBDC




http://www.google.com/places/


                           © 2011 The University of Scranton SBDC                                      © 2011 The University of Scranton SBDC




                                                                                                                                                7
9/22/2011




                   About Me                                                                              Who’s on Facebook ?
                                                                                                                   Over 750 Million Active Users!!

                                                                                                • 750,000 1,500,000 Small Businesses have Active Pages
                                •   SBDC 16 years
                                                                                                • Second First Most Visited Site on the Web
                                •   MBA Marketing                                               • 57% of Facebook Users are out of College
                                •   Internet Business                                           • More than 50% of Users Return Daily
                                                                                                • Average Users Spend 20 55 Minutes Per Day
                                •   Presented in 2009                                               Source: Facebook


                                                                                                85% of US Consumers feel companies should interact
                                                                                                with them using Social Media.
                                                                                                                                             -Business in Social Media
                                    By: Eric Qualman



                                                       © 2011 The University of Scranton SBDC                                                        © 2011 The University of Scranton SBDC




    Who Else is on Facebook ?                                                                   Other Social Networking Tools
                                                                                                •    Flickr – Share Photos
                           • Your Customers                                                     •    YouTube – Share Videos (Search Engine)
                           • Your Competition                                                   •    Twitter – MicroBlogging Site - Realtime
                                                                                                •    SlideShare – Share Presentations
                                                                                                •    Google + – The newest entry into Social
           If you want to remain in business you
                                                                                                              Media
          need to be where your customers are !                                                             …and there are more & more every day


                                                       © 2011 The University of Scranton SBDC                                                        © 2011 The University of Scranton SBDC




        Dispelling the Myths
•   Why should I? I don’t need to.
•   I’m going to stick with what works.
•   Too Risky!
•   Can’t measure ROI!
•   What if someone says something negative?
                                                                                                   Even if you don’t plan on using Social Media to
                                                                                                promote your business, you should have a plan to use
                                                                                                              it to save your business!

                                                       © 2011 The University of Scranton SBDC                                                        © 2011 The University of Scranton SBDC




                                                                                                                                                                                              8
9/22/2011




  Mobile Marketing




                                                                                       - www.idouxmobilemarketing.com


                  © 2011 The University of Scranton SBDC                                                          © 2011 The University of Scranton SBDC




                                                                 Have you ever
                                                               “checked-in” using
                                                                 FourSquare ??




                  © 2011 The University of Scranton SBDC                                                          © 2011 The University of Scranton SBDC




                                                           FourSquare is a combination of
                                                           social networking, status updates,
                                                           business reviews and location
What is FourSquare ??                                      based gaming.
                                                                       - Brandon D Hunt, O’Neill Communications




                  © 2011 The University of Scranton SBDC                                                          © 2011 The University of Scranton SBDC




                                                                                                                                                           9
9/22/2011




       What is FourSquare ?                                                                                        FourSquare Growth
                                                                                                       •   March 2009 – Foursquare launches
                                                                                                       •   April 22, 2010 – Reaches 1 million users
                                                                                                       •   August 29, 2010 –3 million users
                                                                                                       •   December 1, 2010 –5 million users
                                                                                                       •   January 14, 2011 – 6 million users
                                                                                                       •   May 14, 2011 – 10 million users

                                                                                                                                         Source: PlacePunch.com



                                                              © 2011 The University of Scranton SBDC                                                              © 2011 The University of Scranton SBDC




     Who Uses FourSquare ?                                                                                 How can it help MY business ?
• 2011 – surpassed 10 million users                                                                        •   Create a Buzz
  (Currently adding 35K users/day )                                                                        •   Reward Loyal Customers
• 250,000 businesses                                                                                       •   Save $$$
• 2.5 million Check-ins/day                                                                                •   Improve Customer Service
• Gender: 60% Women / 40% Men
• Age: 25-44 = 68%                                                                                         FourSquare = INCREA$ED $ALE$
• Income: $25K-$49K=38% - $50K-$74K=22%
• Education: 89% of users have some college edu.
                             Sources: FourSquare.com & 2011 Ignite Social Media Analysis


                                                              © 2011 The University of Scranton SBDC                                                              © 2011 The University of Scranton SBDC




Create a FourSquare Strategy

• Build additional traffic
                                                                                                                         Is your business
                                                                                                                             listed on
• Reward loyal customers
                                                                                                                          FourSquare ??
• Increase sales


                                                                                                                                  http://www.foursquare.com




                                                              © 2011 The University of Scranton SBDC                                                              © 2011 The University of Scranton SBDC




                                                                                                                                                                                                           10
9/22/2011




          Claim Your Venue                                                       Search For Your Venue

• Search for your business

• If listed: Claim your venue

• In not listed … Add it !!




                                © 2011 The University of Scranton SBDC                               © 2011 The University of Scranton SBDC




          Claim Your Venue
                                                                         • Claim Your Business

                                                                         • Merge Listings

                                                                         • If you don’t see your
                                                                         business listing, you can
                                                                         add it !




                                © 2011 The University of Scranton SBDC                               © 2011 The University of Scranton SBDC




                                © 2011 The University of Scranton SBDC                               © 2011 The University of Scranton SBDC




                                                                                                                                              11
9/22/2011




      FourSquare Specials                                                               Tale of Two Coffee Shops
• The Newbie Special: First time check-ins.
• The Swarm Special: Based on amount of people checking-
  in.
• The Flash Special: # of people check-in for a designated
  time period.
• The Mayor Special: Most check-ins will receive a discount,
  free item, etc.
• … and more !!




                                               © 2011 The University of Scranton SBDC                      © 2011 The University of Scranton SBDC




                                               © 2011 The University of Scranton SBDC                      © 2011 The University of Scranton SBDC




                                               © 2011 The University of Scranton SBDC                      © 2011 The University of Scranton SBDC




                                                                                                                                                    12
9/22/2011




                                                                Incentive Ideas ?
                                                         •   Bring a friend
                                                         •   Free upgrades
                                                         •   Reward check-in quantity
                                                         •   Special table
                                                         •   No waiting in line
                                                         •   Any others ??????




            © 2011 The University of Scranton SBDC                                                 © 2011 The University of Scranton SBDC




Socialize




            © 2011 The University of Scranton SBDC                                                 © 2011 The University of Scranton SBDC




                                                             Txt Marketing Tie In

                                                     •   Invite people to take photos at your location
                                                     •   Text photo to a Special #
                                                     •   Opts in to Text Message Marketing
                                                     •   Promote other special deals




            © 2011 The University of Scranton SBDC                                                 © 2011 The University of Scranton SBDC




                                                                                                                                            13
9/22/2011




         Use FourSquare to
        Stand Out in a Crowd                                       Promote your use of
                                                                  FourSquare outside of
                                                                       the web ??




                         © 2011 The University of Scranton SBDC                      © 2011 The University of Scranton SBDC




                         © 2011 The University of Scranton SBDC                      © 2011 The University of Scranton SBDC




        Promote FourSquare
•   At your location
•   On your website
•   Blog
•   In other
    advertising




                         © 2011 The University of Scranton SBDC                      © 2011 The University of Scranton SBDC




                                                                                                                              14
9/22/2011




                                                              Track Your Results



Questions?


             © 2011 The University of Scranton SBDC                                                     © 2011 The University of Scranton SBDC




                                                                   Visit Duration

                                                      80% of our SBDC website visitors spend less then 30
                                                      seconds on our website.

                                                      The average website visitor spends about 4 seconds on a
                                                      webpage they like !


                                                             MAKE IT EASY FOR PEOPLE TO
                                                               FIND WHAT THEY WANT !!


             © 2011 The University of Scranton SBDC                                                     © 2011 The University of Scranton SBDC




                                                           Create a Landing Page

                                                                                          Page on your website which
                                                                                          can only be accessed through
                                                                                          an incentive you are offering.
                                                                                          Use website analytics to track
                                                                                          the traffic to this page to see if
                                                                                          your ads are effective.




                                                                                             - www.conversionmarketing.com




             © 2011 The University of Scranton SBDC                                                     © 2011 The University of Scranton SBDC




                                                                                                                                                 15
9/22/2011




Stand Out In A Crowd                                          Develop an Internet Marketing Strategy

                                                               1. Keywords                   6. YouTube
                                                               2. Website - SEO              7. FourSquare
                                                               3. Google Places              8. Mobile Marketing
                                                               4. Blog                       9. Track Results
                                                               5. Facebook/Twitter           10. Start Over




                     © 2011 The University of Scranton SBDC                                                   © 2011 The University of Scranton SBDC




                                                              Who is Talking About Me ??
    Read customer
    review sites for                                                   • Google Places
                                                                       • Twitter
   business insight !!                                                 • FourSquare
                                                                       • Facebook
                                                                       • Yelp
                                                                       • Gowalla
                                                                       • … and many more

                                                                       REMEMBER GOOGLE ALERTS


                     © 2011 The University of Scranton SBDC                                                   © 2011 The University of Scranton SBDC




                                                              What Do You Need To Do ?
                                                              Listen – your customers will tell you things … both good
                                                              and bad. Thank them for positive comments … ACT to
                                                              overcome the bad comments

                                                              Participate - unlike traditional advertising where you
                                                              receive a message … in today's world - you respond

                                                              REMEMBER TO ADD VALUE
                                                              (give people a reason to visit)

                                                              Your goal is not to control the conversation … but to
                                                              become a part of the conversation --- and learn!


                     © 2011 The University of Scranton SBDC                                                   © 2011 The University of Scranton SBDC




                                                                                                                                                       16
9/22/2011




              Helpful Links                                                              Questions?
•   http://wordtracker.com
•   http://www.google.com/webmasters
•   http://mashable.com
•   http://hubspot.com

http://www.scrantonsbdc.com/InternetMarketing



                                                © 2011 The University of Scranton SBDC                © 2011 The University of Scranton SBDC




                 Thank you!

                              AdLin Building, 1st Floor
                                 600 Linden Street
                           Scranton, Pennsylvania 18510
                              Phone: (570) 941-7588
                               Fax: (570) 941-4053
                            E-mail: sbdc@scranton.edu
                          www.scrantonsbdc.com




                                                © 2011 The University of Scranton SBDC




                                                                                                                                               17

Weitere ähnliche Inhalte

Ähnlich wie 2011 Internet Marketing for Small Business

Proving the Value of Social Media
Proving the Value of Social MediaProving the Value of Social Media
Proving the Value of Social MediaRachel Yeomans
 
How to Measure the Impact of Social Media
How to Measure the Impact of Social MediaHow to Measure the Impact of Social Media
How to Measure the Impact of Social MediaAstek Consulting
 
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011Bob Johnson, Ph.D.
 
Developing innovative qualitative research techniques for effective digital m...
Developing innovative qualitative research techniques for effective digital m...Developing innovative qualitative research techniques for effective digital m...
Developing innovative qualitative research techniques for effective digital m...Merlien Institute
 
For Publishers: Case Studies and Market Research for Mobile B2B Digital Marke...
For Publishers: Case Studies and Market Research for Mobile B2B Digital Marke...For Publishers: Case Studies and Market Research for Mobile B2B Digital Marke...
For Publishers: Case Studies and Market Research for Mobile B2B Digital Marke...Astek Consulting
 
Managing the Connected Marketing Journey
Managing the Connected Marketing JourneyManaging the Connected Marketing Journey
Managing the Connected Marketing JourneySitecore
 
dodge-resume-2016-v1 Sr Web Marketing Specialist TCH
dodge-resume-2016-v1 Sr Web Marketing Specialist TCHdodge-resume-2016-v1 Sr Web Marketing Specialist TCH
dodge-resume-2016-v1 Sr Web Marketing Specialist TCHCorbin Dodge
 
Java Web development.pptx
Java Web development.pptxJava Web development.pptx
Java Web development.pptxNehaSubbaiah
 
BET ON IT: Design Your University Web Site To Enhance Your Admissions Goals
BET ON IT: Design Your University Web Site To Enhance Your Admissions GoalsBET ON IT: Design Your University Web Site To Enhance Your Admissions Goals
BET ON IT: Design Your University Web Site To Enhance Your Admissions GoalsDamond Nollan
 
Yankee dental building effective dental pracitc websites
Yankee dental building effective dental pracitc websitesYankee dental building effective dental pracitc websites
Yankee dental building effective dental pracitc websitesKathy Hennessy
 
How to Engage People Once They are On Your Site
How to Engage People Once They are On Your SiteHow to Engage People Once They are On Your Site
How to Engage People Once They are On Your SiteAstek Consulting
 
Tais marketing onsite and online
Tais marketing onsite and onlineTais marketing onsite and online
Tais marketing onsite and onlineLorrie Jackson
 
Building an Online Marketing Foundation
Building an Online Marketing FoundationBuilding an Online Marketing Foundation
Building an Online Marketing FoundationGabrielle Branch
 
DCA Strategic Plan 2011 2015
DCA Strategic Plan 2011 2015DCA Strategic Plan 2011 2015
DCA Strategic Plan 2011 2015Mark Hui
 
Extreme makeover Digital Ecosystem Edition
Extreme makeover Digital Ecosystem EditionExtreme makeover Digital Ecosystem Edition
Extreme makeover Digital Ecosystem EditionPrimacy
 
SEO, Social Media, & Online Advertising
SEO, Social Media, & Online AdvertisingSEO, Social Media, & Online Advertising
SEO, Social Media, & Online AdvertisingArman Rousta
 

Ähnlich wie 2011 Internet Marketing for Small Business (20)

Carnegie mellon SMI
Carnegie mellon SMICarnegie mellon SMI
Carnegie mellon SMI
 
SharePoint Conference Recap - Extranets & FAST
SharePoint Conference Recap - Extranets & FASTSharePoint Conference Recap - Extranets & FAST
SharePoint Conference Recap - Extranets & FAST
 
Updated Ucf
Updated UcfUpdated Ucf
Updated Ucf
 
Proving the Value of Social Media
Proving the Value of Social MediaProving the Value of Social Media
Proving the Value of Social Media
 
How to Measure the Impact of Social Media
How to Measure the Impact of Social MediaHow to Measure the Impact of Social Media
How to Measure the Impact of Social Media
 
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
Mobile Marketing & Student Recruitment: What's Hot & What's Not in 2011
 
Developing innovative qualitative research techniques for effective digital m...
Developing innovative qualitative research techniques for effective digital m...Developing innovative qualitative research techniques for effective digital m...
Developing innovative qualitative research techniques for effective digital m...
 
For Publishers: Case Studies and Market Research for Mobile B2B Digital Marke...
For Publishers: Case Studies and Market Research for Mobile B2B Digital Marke...For Publishers: Case Studies and Market Research for Mobile B2B Digital Marke...
For Publishers: Case Studies and Market Research for Mobile B2B Digital Marke...
 
Managing the Connected Marketing Journey
Managing the Connected Marketing JourneyManaging the Connected Marketing Journey
Managing the Connected Marketing Journey
 
dodge-resume-2016-v1 Sr Web Marketing Specialist TCH
dodge-resume-2016-v1 Sr Web Marketing Specialist TCHdodge-resume-2016-v1 Sr Web Marketing Specialist TCH
dodge-resume-2016-v1 Sr Web Marketing Specialist TCH
 
SharePoint Conference Recap - Business Process Automation Session
SharePoint Conference Recap - Business Process Automation SessionSharePoint Conference Recap - Business Process Automation Session
SharePoint Conference Recap - Business Process Automation Session
 
Java Web development.pptx
Java Web development.pptxJava Web development.pptx
Java Web development.pptx
 
BET ON IT: Design Your University Web Site To Enhance Your Admissions Goals
BET ON IT: Design Your University Web Site To Enhance Your Admissions GoalsBET ON IT: Design Your University Web Site To Enhance Your Admissions Goals
BET ON IT: Design Your University Web Site To Enhance Your Admissions Goals
 
Yankee dental building effective dental pracitc websites
Yankee dental building effective dental pracitc websitesYankee dental building effective dental pracitc websites
Yankee dental building effective dental pracitc websites
 
How to Engage People Once They are On Your Site
How to Engage People Once They are On Your SiteHow to Engage People Once They are On Your Site
How to Engage People Once They are On Your Site
 
Tais marketing onsite and online
Tais marketing onsite and onlineTais marketing onsite and online
Tais marketing onsite and online
 
Building an Online Marketing Foundation
Building an Online Marketing FoundationBuilding an Online Marketing Foundation
Building an Online Marketing Foundation
 
DCA Strategic Plan 2011 2015
DCA Strategic Plan 2011 2015DCA Strategic Plan 2011 2015
DCA Strategic Plan 2011 2015
 
Extreme makeover Digital Ecosystem Edition
Extreme makeover Digital Ecosystem EditionExtreme makeover Digital Ecosystem Edition
Extreme makeover Digital Ecosystem Edition
 
SEO, Social Media, & Online Advertising
SEO, Social Media, & Online AdvertisingSEO, Social Media, & Online Advertising
SEO, Social Media, & Online Advertising
 

Kürzlich hochgeladen

HED Office Sohayok Exam Question Solution 2023.pdf
HED Office Sohayok Exam Question Solution 2023.pdfHED Office Sohayok Exam Question Solution 2023.pdf
HED Office Sohayok Exam Question Solution 2023.pdfMohonDas
 
In - Vivo and In - Vitro Correlation.pptx
In - Vivo and In - Vitro Correlation.pptxIn - Vivo and In - Vitro Correlation.pptx
In - Vivo and In - Vitro Correlation.pptxAditiChauhan701637
 
5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...CaraSkikne1
 
The Singapore Teaching Practice document
The Singapore Teaching Practice documentThe Singapore Teaching Practice document
The Singapore Teaching Practice documentXsasf Sfdfasd
 
Benefits & Challenges of Inclusive Education
Benefits & Challenges of Inclusive EducationBenefits & Challenges of Inclusive Education
Benefits & Challenges of Inclusive EducationMJDuyan
 
CAULIFLOWER BREEDING 1 Parmar pptx
CAULIFLOWER BREEDING 1 Parmar pptxCAULIFLOWER BREEDING 1 Parmar pptx
CAULIFLOWER BREEDING 1 Parmar pptxSaurabhParmar42
 
2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx
2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx
2024.03.23 What do successful readers do - Sandy Millin for PARK.pptxSandy Millin
 
How to Add a many2many Relational Field in Odoo 17
How to Add a many2many Relational Field in Odoo 17How to Add a many2many Relational Field in Odoo 17
How to Add a many2many Relational Field in Odoo 17Celine George
 
How to Add Existing Field in One2Many Tree View in Odoo 17
How to Add Existing Field in One2Many Tree View in Odoo 17How to Add Existing Field in One2Many Tree View in Odoo 17
How to Add Existing Field in One2Many Tree View in Odoo 17Celine George
 
Patterns of Written Texts Across Disciplines.pptx
Patterns of Written Texts Across Disciplines.pptxPatterns of Written Texts Across Disciplines.pptx
Patterns of Written Texts Across Disciplines.pptxMYDA ANGELICA SUAN
 
Diploma in Nursing Admission Test Question Solution 2023.pdf
Diploma in Nursing Admission Test Question Solution 2023.pdfDiploma in Nursing Admission Test Question Solution 2023.pdf
Diploma in Nursing Admission Test Question Solution 2023.pdfMohonDas
 
How to Add a New Field in Existing Kanban View in Odoo 17
How to Add a New Field in Existing Kanban View in Odoo 17How to Add a New Field in Existing Kanban View in Odoo 17
How to Add a New Field in Existing Kanban View in Odoo 17Celine George
 
The basics of sentences session 10pptx.pptx
The basics of sentences session 10pptx.pptxThe basics of sentences session 10pptx.pptx
The basics of sentences session 10pptx.pptxheathfieldcps1
 
How to Show Error_Warning Messages in Odoo 17
How to Show Error_Warning Messages in Odoo 17How to Show Error_Warning Messages in Odoo 17
How to Show Error_Warning Messages in Odoo 17Celine George
 
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptxPISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptxEduSkills OECD
 
Easter in the USA presentation by Chloe.
Easter in the USA presentation by Chloe.Easter in the USA presentation by Chloe.
Easter in the USA presentation by Chloe.EnglishCEIPdeSigeiro
 
How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17Celine George
 
Prescribed medication order and communication skills.pptx
Prescribed medication order and communication skills.pptxPrescribed medication order and communication skills.pptx
Prescribed medication order and communication skills.pptxraviapr7
 
Human-AI Co-Creation of Worked Examples for Programming Classes
Human-AI Co-Creation of Worked Examples for Programming ClassesHuman-AI Co-Creation of Worked Examples for Programming Classes
Human-AI Co-Creation of Worked Examples for Programming ClassesMohammad Hassany
 

Kürzlich hochgeladen (20)

HED Office Sohayok Exam Question Solution 2023.pdf
HED Office Sohayok Exam Question Solution 2023.pdfHED Office Sohayok Exam Question Solution 2023.pdf
HED Office Sohayok Exam Question Solution 2023.pdf
 
In - Vivo and In - Vitro Correlation.pptx
In - Vivo and In - Vitro Correlation.pptxIn - Vivo and In - Vitro Correlation.pptx
In - Vivo and In - Vitro Correlation.pptx
 
5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...
 
The Singapore Teaching Practice document
The Singapore Teaching Practice documentThe Singapore Teaching Practice document
The Singapore Teaching Practice document
 
Benefits & Challenges of Inclusive Education
Benefits & Challenges of Inclusive EducationBenefits & Challenges of Inclusive Education
Benefits & Challenges of Inclusive Education
 
CAULIFLOWER BREEDING 1 Parmar pptx
CAULIFLOWER BREEDING 1 Parmar pptxCAULIFLOWER BREEDING 1 Parmar pptx
CAULIFLOWER BREEDING 1 Parmar pptx
 
2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx
2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx
2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx
 
How to Add a many2many Relational Field in Odoo 17
How to Add a many2many Relational Field in Odoo 17How to Add a many2many Relational Field in Odoo 17
How to Add a many2many Relational Field in Odoo 17
 
How to Add Existing Field in One2Many Tree View in Odoo 17
How to Add Existing Field in One2Many Tree View in Odoo 17How to Add Existing Field in One2Many Tree View in Odoo 17
How to Add Existing Field in One2Many Tree View in Odoo 17
 
Prelims of Kant get Marx 2.0: a general politics quiz
Prelims of Kant get Marx 2.0: a general politics quizPrelims of Kant get Marx 2.0: a general politics quiz
Prelims of Kant get Marx 2.0: a general politics quiz
 
Patterns of Written Texts Across Disciplines.pptx
Patterns of Written Texts Across Disciplines.pptxPatterns of Written Texts Across Disciplines.pptx
Patterns of Written Texts Across Disciplines.pptx
 
Diploma in Nursing Admission Test Question Solution 2023.pdf
Diploma in Nursing Admission Test Question Solution 2023.pdfDiploma in Nursing Admission Test Question Solution 2023.pdf
Diploma in Nursing Admission Test Question Solution 2023.pdf
 
How to Add a New Field in Existing Kanban View in Odoo 17
How to Add a New Field in Existing Kanban View in Odoo 17How to Add a New Field in Existing Kanban View in Odoo 17
How to Add a New Field in Existing Kanban View in Odoo 17
 
The basics of sentences session 10pptx.pptx
The basics of sentences session 10pptx.pptxThe basics of sentences session 10pptx.pptx
The basics of sentences session 10pptx.pptx
 
How to Show Error_Warning Messages in Odoo 17
How to Show Error_Warning Messages in Odoo 17How to Show Error_Warning Messages in Odoo 17
How to Show Error_Warning Messages in Odoo 17
 
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptxPISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
 
Easter in the USA presentation by Chloe.
Easter in the USA presentation by Chloe.Easter in the USA presentation by Chloe.
Easter in the USA presentation by Chloe.
 
How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17
 
Prescribed medication order and communication skills.pptx
Prescribed medication order and communication skills.pptxPrescribed medication order and communication skills.pptx
Prescribed medication order and communication skills.pptx
 
Human-AI Co-Creation of Worked Examples for Programming Classes
Human-AI Co-Creation of Worked Examples for Programming ClassesHuman-AI Co-Creation of Worked Examples for Programming Classes
Human-AI Co-Creation of Worked Examples for Programming Classes
 

2011 Internet Marketing for Small Business

  • 1. 9/22/2011 Our SBDC reaches far… Internet Marketing for Small Business The University of Scranton SBDC - 2011 We have served over 10,000 businesses in 20 years throughout our 8-county service area! © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC About Me Iggy !! • SBDC 17 years • Accountant • MBA Marketing • Internet Business • … and more ! © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC What is Marketing ?? “Marketing is everything you do to get your product/service in the hands of the customer.” So ? “Internet Marketing is any marketing activity conducted online through the use of internet technologies (web, email, blog, and/or social media).” © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC 1
  • 2. 9/22/2011 10 Steps to Internet Marketing 1. Listen !! 6. Linking 2. Keywords 7. Social Media 3. SEO 8. Mobile Marketing 4. Spam 9. Track Results 5. Create Content 10. Strategize © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC • Google AdWords • WordChecker • Keyword Discovery © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC 2
  • 3. 9/22/2011 How to Use Keywords • Look for “niche” keywords or markets others have not yet found • Include most popular keywords in your website copy • Use most popular keywords along with “qualifiers” • Analyze keyword metrics to find opportunities • Make this an ongoing activity - WordTracker.com http://www.google.com/adwords © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC SEO - Search Engine Optimization - www.zimboora.com © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC PPC vs. Organic Search engine optimization (SEO) is the process of improving the • Keyword pricing begins at $.05 but the average cost for a •86% of search engine users report they feel visibility of a website or a web page top keyword exceeds $3.30. organic listings are more in search engines via the "natural" or • Keyword costs increase at relevant than paid listings. un-paid ("organic" or "algorithmic") least 20% a year. • There is no cost for keywords in organic search search results. • One survey reported that 57% engine optimization of respondents felt that they campaigns. were paying too much for their chosen keywords and keyword phrases. - www.zeroonezero.com © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC 3
  • 4. 9/22/2011 © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC 80% of Google Searches are Location Based!! © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC 4
  • 5. 9/22/2011 - www.techevolution.com © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC What is SPAM ? • Keyword Stuffing • Unrelated Keywords • Doorway Pages • Tiny Text/Alt Text • Invisible Text • Mirror or Duplicate Sites • Submitting Repeatedly http://en.wikipedia.org/wiki/Spamdexing © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC Provide VALUABLE Content that helps Your Website readers, and that YOU would actually want to share with friends/associates! © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC 5
  • 6. 9/22/2011 © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC <li><a href="/personal-injury.html">Personal Injury</a></li> <li><a href="/auto.html">Car Accidents</a></li> <li><a href="/motorcycle-accident- attorneys.html">Motorcycle Accidents</a></li> <li><a href="/truck_accidents.html">Truck Accidents</a></li> <li><a href="/construction_accident_attorneys.html">Construction Accidents</a></li> </ul> <ul class="how-help-ul"> <li><a href="/medical_malpractice_claims.html">Medical Malpractice</a></li> <li><a href="http://munley.com/marcellus_shale_accident_lawyers.html">Marcellus Shale Accidents</a></li> <li><a href="/legal_cases_claims.html/">Injuries and Accidents</a></li> <li><a href="/workers_compensation_pennsylvania.html">Workers Compensation</a></li> <li><a href="/product_liability_defects.asp">Product Liability</a></li> </ul> <ul class="how-help-ul"> <li><a href="/wrongful_death_attorneys.html">Wrongful Death</a></li> <li><a href="/social_security_disability_attorneys.html">Social Security Disability</a></li> http://www.google.com/webmasters/ <li><a href="/contact.html/">Personal Legal Matters</a></li> <li><a href="/business_litigation_attorneys.html/">Business Legal Help</a></li> </ul> <h2>Pennsylvania Injury and Accident Lawyers</h2> - www.munley.com © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC LINK BUILDING InBound vs. OutBound Links InBound:Pointing to Types of InBound Links Think of a page linking to your page as a VOTE. Each Your Site = Good page that LINKs to your Regular – www.yoursite.com page is VOTE for that page. OutBound:Pointing from Your Site to Anchor Text – Gift shop in – Search Engine Optimization Somewhere Else = Bad Honesdale, PA. according to Google Anchor Text tells the Search Engines what the website is suppose to be about !! www.livingaloud.com © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC 6
  • 7. 9/22/2011 www.scrantonsbdc.com • SBDC Blog • Google Places • Facebook • Twitter • YouTube • Flickr • Slideshare • PASBDC • ASBDC • SBA • University of Scranton • State of PA • Chambers of Commerce • SBDC Client Sites • …and more !! www.livingaloud.com © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC http://www.google.com/places/ © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC 7
  • 8. 9/22/2011 About Me Who’s on Facebook ? Over 750 Million Active Users!! • 750,000 1,500,000 Small Businesses have Active Pages • SBDC 16 years • Second First Most Visited Site on the Web • MBA Marketing • 57% of Facebook Users are out of College • Internet Business • More than 50% of Users Return Daily • Average Users Spend 20 55 Minutes Per Day • Presented in 2009 Source: Facebook 85% of US Consumers feel companies should interact with them using Social Media. -Business in Social Media By: Eric Qualman © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC Who Else is on Facebook ? Other Social Networking Tools • Flickr – Share Photos • Your Customers • YouTube – Share Videos (Search Engine) • Your Competition • Twitter – MicroBlogging Site - Realtime • SlideShare – Share Presentations • Google + – The newest entry into Social If you want to remain in business you Media need to be where your customers are ! …and there are more & more every day © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC Dispelling the Myths • Why should I? I don’t need to. • I’m going to stick with what works. • Too Risky! • Can’t measure ROI! • What if someone says something negative? Even if you don’t plan on using Social Media to promote your business, you should have a plan to use it to save your business! © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC 8
  • 9. 9/22/2011 Mobile Marketing - www.idouxmobilemarketing.com © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC Have you ever “checked-in” using FourSquare ?? © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC FourSquare is a combination of social networking, status updates, business reviews and location What is FourSquare ?? based gaming. - Brandon D Hunt, O’Neill Communications © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC 9
  • 10. 9/22/2011 What is FourSquare ? FourSquare Growth • March 2009 – Foursquare launches • April 22, 2010 – Reaches 1 million users • August 29, 2010 –3 million users • December 1, 2010 –5 million users • January 14, 2011 – 6 million users • May 14, 2011 – 10 million users Source: PlacePunch.com © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC Who Uses FourSquare ? How can it help MY business ? • 2011 – surpassed 10 million users • Create a Buzz (Currently adding 35K users/day ) • Reward Loyal Customers • 250,000 businesses • Save $$$ • 2.5 million Check-ins/day • Improve Customer Service • Gender: 60% Women / 40% Men • Age: 25-44 = 68% FourSquare = INCREA$ED $ALE$ • Income: $25K-$49K=38% - $50K-$74K=22% • Education: 89% of users have some college edu. Sources: FourSquare.com & 2011 Ignite Social Media Analysis © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC Create a FourSquare Strategy • Build additional traffic Is your business listed on • Reward loyal customers FourSquare ?? • Increase sales http://www.foursquare.com © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC 10
  • 11. 9/22/2011 Claim Your Venue Search For Your Venue • Search for your business • If listed: Claim your venue • In not listed … Add it !! © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC Claim Your Venue • Claim Your Business • Merge Listings • If you don’t see your business listing, you can add it ! © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC 11
  • 12. 9/22/2011 FourSquare Specials Tale of Two Coffee Shops • The Newbie Special: First time check-ins. • The Swarm Special: Based on amount of people checking- in. • The Flash Special: # of people check-in for a designated time period. • The Mayor Special: Most check-ins will receive a discount, free item, etc. • … and more !! © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC 12
  • 13. 9/22/2011 Incentive Ideas ? • Bring a friend • Free upgrades • Reward check-in quantity • Special table • No waiting in line • Any others ?????? © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC Socialize © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC Txt Marketing Tie In • Invite people to take photos at your location • Text photo to a Special # • Opts in to Text Message Marketing • Promote other special deals © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC 13
  • 14. 9/22/2011 Use FourSquare to Stand Out in a Crowd Promote your use of FourSquare outside of the web ?? © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC Promote FourSquare • At your location • On your website • Blog • In other advertising © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC 14
  • 15. 9/22/2011 Track Your Results Questions? © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC Visit Duration 80% of our SBDC website visitors spend less then 30 seconds on our website. The average website visitor spends about 4 seconds on a webpage they like ! MAKE IT EASY FOR PEOPLE TO FIND WHAT THEY WANT !! © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC Create a Landing Page Page on your website which can only be accessed through an incentive you are offering. Use website analytics to track the traffic to this page to see if your ads are effective. - www.conversionmarketing.com © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC 15
  • 16. 9/22/2011 Stand Out In A Crowd Develop an Internet Marketing Strategy 1. Keywords 6. YouTube 2. Website - SEO 7. FourSquare 3. Google Places 8. Mobile Marketing 4. Blog 9. Track Results 5. Facebook/Twitter 10. Start Over © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC Who is Talking About Me ?? Read customer review sites for • Google Places • Twitter business insight !! • FourSquare • Facebook • Yelp • Gowalla • … and many more REMEMBER GOOGLE ALERTS © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC What Do You Need To Do ? Listen – your customers will tell you things … both good and bad. Thank them for positive comments … ACT to overcome the bad comments Participate - unlike traditional advertising where you receive a message … in today's world - you respond REMEMBER TO ADD VALUE (give people a reason to visit) Your goal is not to control the conversation … but to become a part of the conversation --- and learn! © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC 16
  • 17. 9/22/2011 Helpful Links Questions? • http://wordtracker.com • http://www.google.com/webmasters • http://mashable.com • http://hubspot.com http://www.scrantonsbdc.com/InternetMarketing © 2011 The University of Scranton SBDC © 2011 The University of Scranton SBDC Thank you! AdLin Building, 1st Floor 600 Linden Street Scranton, Pennsylvania 18510 Phone: (570) 941-7588 Fax: (570) 941-4053 E-mail: sbdc@scranton.edu www.scrantonsbdc.com © 2011 The University of Scranton SBDC 17