How to do internet and website marketing for a business

How to Promote Your Business Online
By Mike Myers, Senior Internet Marketing Consultant

• Every business has different, unique needs

• Even when in the same industry and city

• But the Techniques and Tools to promote your business
are essentially the same

• It’s just a matter of applying those tools and techniques
to the specific needs and goals of your organization in order to develop
a strategy and budget

• This presentation is designed to give you a high level overview
and summary of the latest web marketing strategies that your business
needs to consider, utilize, implement and manage IF the goal is to
maximize your web presence
By Mike Myers, Senior Internet Marketing Consultant at ReachLocal, Inc.
(281) 883-2855 | mmyers@reachlocal.com | www.Internet-Marketing-Consultant-Houston.com

Search Engines are the first place people go
to find a product or service

Ask Network, AOL, Inc., 1.50%
Microsoft Sites, 2.90%
14.80%
Yahoo! Sites,
15.20%
Google Sites,
65.60%

Google is the Most
Yahoo, Bing, Ask, AOL, etc. Competitive and thus
are a lot less expensive and Most Expensive and
difficult to “dominate” as a Difficult Place to Promote
result of less competition. Your Web Site

Your strategy should include marketing / targeting all search engines for maximum
exposure and lower overall cost per lead thru distribution of marketing dollars

• Sponsored Ads (top / right / bottom)
•
There are many ways you can •
Directory Listings
Review Sites (directories / 3rd party sites)
• Organic Rankings (yours)
“be found” on Search Engines • Organic Rankings (3rd party sites)
• YouTube Videos
• Facebook & Twitter


As a Result, there are many things you must do to maximize your
presence and Ability to Be Found

Promote
Claim Write
Set-Up Create and Reviews
Local Informative
Pay-Per- Post (On Your
Directory Articles and
Click Ads Videos Sites and Blogs
Listings
3rd Party)

Add Your
Business to Set-Up & Set-Up &
Third Party Manage Manage
Sites & Facebook Twitter
Directories

Create
Backlinks that
Boost
YourSite.com


Before Promoting Your Site – Make Sure it’s Optimized for
Maximum Relevance, Efficiency and Lead Conversions
Keyword
Keyword & Relevant
W3C Keyword
Brand Titles,
Load Time Compliance Relevant
Relevant Descriptions,
(no errors) Pages Headlines,
URL’s
Content

Set Up for
Quality Ease of Use
Analytics (Navigation)
Design
& Goals

Site Map


Important Ways to Help Convert More Visitors into Leads
Build Instant Credibility
Read Customer Reviews Product / Company Comparisons

Multiple Methods of Contact & Special Offers Incentives


Track, Report, Analyze & Optimize

• You MUST figure out a way to track every single lead and lead source accurately

• You MUST figure out a way to analyze all web data monthly (Google Analytics, paid advertising results, etc.)

• You MUST figure out a way to manage those leads as efficiently as possible once they come in

• You MUST have a solution in place to provide instant and automatic responses to leads / inquiries coming
in thru the web or by phone via email / web based techniques like auto-responders, web forms, live chat

• You MUST assign responsibility internally to go from lead to opportunity to sale as quickly, accurately and
efficiently as possible

• You MUST figure out a way to track all sales by lead source and by staff member thru to the sale in order to
identify the Return On Investment (ROI)

• And there ARE solutions and resources available for you right now

• Every month you should know…how much time & money you spent on your web marketing, how many
impressions, visits, likes, follows, calls, emails, web leads and what your updated keyword ranking reports
are for certain keywords based on articles, blogs, link building work was done


How to Proactively Drive NEW Visitors to your Website

Videos that are
Pay-Per-Click First Page Links
seen on First
Ads in Google, to Your Site for
Page for Your
Yahoo, Bing Top Keywords
Top Keywords

Posts to blogs
and social
CitySearch media sites can
YP.com Third Party Sites Facebook be found on
Yelp (caution) & Directories (Ads & Content) First Page
Content Specific Sites related to
Keywords in
Content

Display / Banner Ads
Seen on Third Party Top Organic
Websites and in Facebook


How to Build Brand Awareness for Your Business

Pay-Per-Click (4)
Pay-Per-Click (3) Bid on searches
Pay-Per-Click (1) Pay-Per-Click (2)
Show up for your
Bid on Top Bid on Your
consistently for products/servic
Brand Own Name to
Every Top es that include
Competitor Protect Your
Keyword on “Best, Top,
Names Name & Brand
First Page Recommended”

Banner Ads (3) Banner Ads (4)
Banner Ads (1) Banner Ads (2)
Remarketing Facebook Ads
Mass Marketing Select Niche /
ads can be seen allow you to do
in your Target Targeted Sites
wherever your target specific
Markets (All and Networks
lost visitors or demographics
Sites / based on User
returning and geo-
Networks) Types
customers go targeting

How to Proactively Build a Positive Reputation / Brand

Reviews (1) Reviews (2) Reviews (3) Reviews (4)
Proactively Create a Post / Repost Carefully Reply
Monitor Twitter, Controlled Site Positive Reviews & Resolve all
Facebook, Yelp, where you can thru your Blog, Negative
and other Sites ask Customers Facebook, Reviews within
for Mentions of to Review Your Twitter and Reason
Your Name Product/Service Push to Google

Reviews (5)
BBB and Other Banner Ads (1) Banner Ads (2)
Post Links to
3rd Party Sites Remarketing Facebook Ads
Your Reviews on
including any ads can be seen allow you to do
YourSite.com
pages that can wherever your target specific
(if hosted on
prove your lost visitors or demographics
other trusted
license or returning and geo-
site it can be
credentials customers go targeting
more beneficial)

Articles & Blogs Videos
Create Frequent Same as Articles
Articles / Posts & Blogs…create
that provide qualitative
qualitative, helpful info for
helpful prospects &
information customers


How to Track & Evaluate Your Marketing Efforts

Impressions
Visits / Clicks Leads
(Number of
Unique and Calls, Live Chat
Cost (Time and Times Your Ads
Return Visits. Emails, Web
Cost Versus or Company
Organic and Forms.
Results – ROI) Name is Viewed
Paid. By Site and New and Return
by Target
Combined. Customers
Audience)

Page Activity
Searches for Keyword
Who, What, Competitive
Your Company Analysis
when, where, Analysis if more
Name (indicates How are they
how, why: effort or budget
awareness and finding you.
New visitors. needed to
demand for What are you
Time on Site. compete
your business ranking for.
Activity.

Identify Internal
Test & Try new
Ways to Convert
offers and
more Leads into
promotions to
Sales (call
see what works
results, lead
best
time, etc.)


Options Available to You

Do It Yourself
Or In-House Outsource to
(Time, Expertise, Experts that have
Keep doing the
Relationships, proven track
same / nothing
Learning, record and can
Evaluation, Staff facilitate all needs
Costs & Time)


Basic Recommendations and Options
Type of Listing Cost per Click Third Party Service Costs Work Required Guaranteed Results

Directory Listings $0.00 Designed for Business Claim, Update, Add Content as Shown to users based on
Owner to Manage Available keyword, proximity, reviews,
content, confirmed listing
Organic Listings (SEO) $0.00 Varies dramatically based • Set-up of webpages for maximum No. If paying 3rd party establish
on man-hours, goals, optimization when indexed by benchmarks and expectations.
effort search engines (code, content,
links)
• Backlink Article creation &
publishing
• Ongoing analysis of your site and
competitor sites and rankings
Paid (Pay-Per-Click) $0.10 - $50+ Varies by Company • Keyword research & selection Yes in regards to generating
aka Adwords but also (varies based on • Set-up geo-targeting visits. No guarantee on
available on other specific keywords • Create Ads & Ad Groups performance in regards to sales,
search engines and competition • Set & manage keyword bids leads, ad positions. These must
• Set & manage budgets be reviewed and analyzed
• Set-up tracking continuously for improvement.
• Ongoing analysis & modifications
as needed
• Stay in compliance with publisher
guidelines

Third Party Varies Varies by Company • Contact all relevant third party Varies by company.
Directories directory listing sites.
• Set-up listing with proper info.
• Review results
Paid Display / Banner Cost per thousand Varies by Company • Create Banner Ads with purpose Yes in regards to generating
ads Impressions Varies • Publish to Ad Networks/Sites Impressions, but usually not
• Track and Monitor Results visits, sales, leads, etc.


This shows all elements
working together. Paid and
Putting it Altogether Organic Efforts are Fed thru
Website your Web Network.
The Big Picture
All Activity is Tracked and
How to Build + Promote + Grow
Twitter Facebook Analyzed.
Your Web Presence
Build
Your Web
Network

Reviews YouTube

Blogs &
Info Sites

TRACK
Write &
REPORT Search
Publish ANALYZE
Articles Ads
Interact OPTIMIZE
Site /
with TV, Radio, Directory
Keyword
Visitors & Print Listings
Optimize Create, Followers
Grow, Promote
Manage Your
Presence Business
Reputation
Create Publish Facebook
Monitoring &
Videos Management Videos Ads
Link Banner
Building Ads


Getting Started

STEP 1 - Analysis

Website, Existing Data, Competition, Budgeting Needs

STEP 2 – Build / Update / Optimize Your Web Network

Website, Facebook, Twitter, Blog, Info, YouTube, Review
Connect Together

STEP 3 – Promote & Grow Your Business

Create & Publish Articles (Blog, Facebook, Twitter, Info)
Create & Publish Videos (Blog, YouTube)
Create & Publish Ads (Google, Yahoo, Bing, Directories, Facebook)
Create & Distribute Link Building Articles
TV, Print, Radio
STEP 4 – Track / Report / Analyze / Optimize

Total Ads, Impressions, Visits, Calls, Leads
Manage & Grow Leads
Track ROI


Questions Needed to Determine the
Proper Budget for Your Marketing

What is your primary business, products, services?

Who are your top competitors by name & website?

Where are you trying to promote your business (city/cities, states, national?)

What is your current advertising budget and strategy?

What are your goals (growth, new locations, new sales)?

How often do your clients purchase from you (1x or as needed / frequently – how often)?

For a Free, No Charge Initial Consultation and
Analysis Contact Mike Myers (281) 883-2855


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