10 must do online marketing strategies for small business

10 Must-do Online
Marketing Strategies
for Small Business
Brian Neufeld, Managing Partner

About
© 2016 INC Marketing Inc. All Rights Reserved
Brian Neufeld
● Online marketing since 1998
● Focus on inbound marketing
● 15 years experience with Marketing Automation
● VP of Marketing for B2B industrial companies
INC Marketing
● Marketing frameworks and processes
● Train and mentor marketing professionals
● Fractional CMO services

Part 1:
The presentation
Part 2:
The cheat sheet
https://inc.marketing/tec

1. Claim your local business listing

1. Claim your local business listing
● Show up in Google & Bing search engines
● Appear on maps and GPS systems that use
Google & Bing Maps
● Stand out and build credibility
● Take control of your business listing
● Be found on different types of devices
1 hour

2. Register with webmaster accounts

2. Register with webmaster accounts
● Get your content on search engines quicker
● View website errors impacting your search
engine indexing
● View query data not available through Google
Analytics
● Control indexing parameters
30 minutes
May need minor
technical help

3. Set-up Google Analytics

3. Set-up Google Analytics
● Know what type of people are visiting your
website
● Know how people are finding your website
● Know what people are looking at on your
website
● Understand how people interact with your
website
45 minutes
May require
minor technical
help

4. Focus Keyword Selection
● A keyword, or phrase, that defines the content
found within a specific web page.
● Focus keywords help guide search engines.
● One way to help drive website traffic.
● Select up to 10 keywords for each product or
service.
Tip: Consider a long-tail strategy
1-2 hours per product

5. Build Cornerstone Content
● Cornerstone content is
content on your website
that explains clearly a key
concept, product, service.
● Each focus keyword
needs to have a
dedicated cornerstone
content page.

5. Build Cornerstone Content
● Cornerstone content checklist:
○ The focus keyword (or phrase) is defined prior to writing
content.
○ The content has a title that includes the focus keyword.
○ The content has a descriptive subheading.
○ The first paragraph of content includes the focus keyword.
○ The content contains a minimum of 300 characters.
○ No more and no less than one call-to-action is included.
○ A relevant and interesting image or diagram has been included.
○ Spelling and grammar have been triple checked.
○ Active voice is used (passive voice is not used)
1-2 hours per keyword
(outsource for $15 per
page)

6. Get Customer Reviews

Establish 3rd Party Review Listings
● More credible than testimonials on your own website.
● Choosing review websites:
○ Select sites that control their content and don’t
allow fake reviews.
○ Avoid sites that charge you to rank on their
website.
● Depending on your industry, there are several
websites to choose from...

Aabaco Small Business
The Better Business Bureau
Cloudswave
Facebook
G2 Crowd
GetApp
Glassdoor
HomeAdvisor
IT Central Station
Kudzu
Manta
Serchen
SoftwareInsider
TopAlternatives
TripAdvisor
Trustpilot
TrustRadius
Yelp
Default: Google My Business
30 minutes per site

Ask for and get reviews... easy as one, two, & three…
1. Within one week of sale completion send first formal
email request.
2. No review? One week later, send short, personalized
plea for help.
3. Still no review? One week later, send final email
“begging” for help and saying you won’t ask again.
On-going
(offer $25 Amazon gift
cards and speed things
up)

7. Secure your website

7. Secure your website
● A secure website encrypts the link between your web
server and the person browsing your website.
● From a MARKETING perspective, a secure website
will help rank you higher in search engines.
● Boost consumer confidence
● Reduce shopping cart abandonment
● Increase conversion rates
1 hour for initial setup
$100 - $500 per year
Requires technical help.

8. Maintain a contact database
● Contacts are the lifeblood of marketing
● It is significantly cheaper to market to existing
contacts than to new contacts
● Businesses should monitor the growth of their contact
database
● Keep it clean and maintained
● Segmentation is very important
On-going

8. Maintain a contact database
Data to track
● Complete contact information
● Source of contact
● Date of acquisition
● Relevant segmentation tags (ie. industry, product
interest, etc.)

9. Make your website responsive

● In 2015, mobile searches exceeded desktop searches
● Search engines rank responsive sites higher than
non-responsive sites
● Responsive sites create a better user experience
● Results in a better bathroom experience
● Future proof your website by making it responsive

● WordPress, Joomla & Drupal sites: Apply a
responsive theme
● Others: Convert to a WordPress site
● Need to keep your existing site? Hire a web developer
$50 - $500+
May require technical
help.

10. Ask for opt-ins
● Marketing is about communication.
● To comply with Canada’s Anti-Spam Legislation
(CASL), you must get permission.
● Even if you don’t market electronically today, start
asking for permission.

10. Ask for opt-ins
30 minutes
May require minor
technical help

Access the presentation and cheat sheets
https://inc.marketing/tec
Connect with me...
/incmktg
briantneufeld
https://plus.google.com/+IncMarketing
https://ca.linkedin.com/in/bneufeld

10 must do online marketing strategies for small business

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