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Online search - Deluxe Small Business Heroes Tour

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How to get your business found through search engines and Google maps, help customers find you online, drive local traffic to your store front, and leverage mobile web to attract customers.

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Online search - Deluxe Small Business Heroes Tour

  1. 1. Reach your online potential Help customers find you locally!
  2. 2. <ul><li>Get found on search engines and Google Maps </li></ul><ul><li>Help local customers find you online </li></ul><ul><li>Drive local traffic to your storefront </li></ul><ul><li>Leverage mobile web to attract customers </li></ul>Agenda
  3. 3. <ul><li>Paid Search (PPC) </li></ul><ul><ul><li>search engines – paid listings </li></ul></ul><ul><li>Organic Search (SEO) </li></ul><ul><ul><li>search engines – core listings </li></ul></ul><ul><li>Local Search (Mix) </li></ul><ul><ul><li>directory listings, Google Maps , GPS </li></ul></ul>What is search marketing?
  4. 5. Search Marketing Myths <ul><li>It’s prohibitively expensive. </li></ul><ul><li>It’s time consuming and technical – I would have to hire an expert. </li></ul><ul><li>It’s only beneficial for big, national online companies. </li></ul><ul><li>I first need a website . </li></ul>
  5. 6. <ul><li>Google: 66.2% </li></ul><ul><li>Yahoo: 17.1% </li></ul><ul><li>Bing: 11% </li></ul><ul><li>Other: 5.7% </li></ul><ul><ul><li>Ref: comScore , July 2010 </li></ul></ul>How they breakdown by number of searches:
  6. 7. <ul><li>Do you show up on the map? </li></ul><ul><li>Intro to Google Places </li></ul>© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
  7. 8. © 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
  8. 10. <ul><li>Street address </li></ul><ul><li>Phone number </li></ul><ul><li>Business category </li></ul><ul><li>Hours of operation </li></ul><ul><li>Payment options </li></ul><ul><li>Photos, video links </li></ul><ul><li>Showcase promo coupons </li></ul><ul><li>What you can feature on your listing… </li></ul>Claim your Google Place Page
  9. 11. <ul><li>Creating your listing in steps… </li></ul>Claim your Google Place Page <ul><li>Get a Google account </li></ul><ul><li>Create your listing and validate </li></ul><ul><li>Manage & change your listing at anytime! </li></ul>
  10. 12. <ul><li>How consumers search online. </li></ul>
  11. 13. <ul><ul><li>Learn about your company </li></ul></ul><ul><ul><li>Look up location info (address, hours, tel #) </li></ul></ul><ul><ul><li>See if you’re credible </li></ul></ul><ul><ul><li>Compare products, proximity to competitors </li></ul></ul><ul><ul><li>Do you accept visa? Check? </li></ul></ul>Why consumers are likely to search a company online …
  12. 14. How consumers find you… <ul><li>They know your proper business name. </li></ul><ul><li>or </li></ul><ul><li>They’re looking for a general product or service. </li></ul>There are two scenarios:
  13. 15. How consumers find you… <ul><li>Scenario one… </li></ul><ul><li>If they know your proper business name. </li></ul><ul><li>Proper website URL (if they remember it…) </li></ul><ul><li>Search engine name search (Dina’s Flowers, Fargo ND) </li></ul><ul><li>Online or paper directory (i.e. yelp.com, hotfrog.com ) </li></ul><ul><li>GPS navigation (they’re trying to find your particular storefront) </li></ul>
  14. 16. <ul><li>Scenario two… </li></ul><ul><li>If they’re searching for a general product or service. </li></ul>How consumers find you… <ul><li>Search engine category search (“flower shop, Fargo ND”) </li></ul><ul><li>Online or paper directory (i.e. yelp.com, hotfrog.com) </li></ul><ul><li>GPS navigation (they’re on the road looking for a service) </li></ul>
  15. 17. Can you be found? <ul><li>If a consumer knows and searches your business name, </li></ul><ul><li>will they find your business? </li></ul>
  16. 19. Can you be found? <ul><ul><li>If a consumer is searching for a product or service , </li></ul></ul><ul><ul><li>will they find you… or your competitor? </li></ul></ul>
  17. 21. What’s next? Mobile search <ul><li>Mobile subscribers will surpass 5 billion in 2010 - 70 % of the world population. Ref: ITU Feb, 2010 </li></ul><ul><li>“ More user will connect to the internet via mobile devises than desktop computers within five years.” Ref Morgan Stanley. </li></ul><ul><ul><li>Google Mobile Search App </li></ul></ul>
  18. 22. What you can do today… <ul><li>Secure your Google Place Page. </li></ul><ul><li>Get active in Social Media </li></ul><ul><li>Ensure your site is search engine friendly </li></ul><ul><li>Take advantage of online directories </li></ul><ul><li>Investigated Pay Per Click advertising </li></ul>