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151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 How to Market Your Small Business.

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Presentation on theme: "151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 How to Market Your Small Business."— Presentation transcript:

1 151 Enterprise Drive Newport News, Virginia Tel: Fax: How to Market Your Small Business (on the web) David Hoegerman October 2010

2 151 Enterprise Drive Newport News, Virginia Tel: Fax: ) Marketing Strategies 2) Marketing 3) Search Engine Optimization 4) Social Networking 5) Resources & Monitoring Metrics

3 151 Enterprise Drive Newport News, Virginia Tel: Fax: Overview 2.0 1) Marketing Strategies Basics 2) Database Marketing 3) Search Engine Optimization Marketing 4) Social Networking Web 2.0 5) Resources & Monitoring Metrics

4 151 Enterprise Drive Newport News, Virginia Tel: Fax: Marketing Basics Marketing Strategies Marketing Basics

5 151 Enterprise Drive Newport News, Virginia Tel: Fax: Branding vs. Direct Marketing Branding aims to build awareness or create an image so that when the time comes for a consumer to make a purchase, the brand is considered. Direct marketing aims to obtain an immediate response

6 151 Enterprise Drive Newport News, Virginia Tel: Fax: Integrated Marketing Communications Carefully integrating the company’s many communication channels to deliver a clear, consistent, and compelling message.

7 151 Enterprise Drive Newport News, Virginia Tel: Fax: Market Segmentation Process of identifying specific purchasing groups based upon their needs, attitudes and interests.

8 151 Enterprise Drive Newport News, Virginia Tel: Fax: Database Marketing Marketing Database Marketing

9 151 Enterprise Drive Newport News, Virginia Tel: Fax: Database Marketing Marketing - promotion of products or services via . Spam - sending unsolicited bulk messages indiscriminately. Blast - electronic mailing, sent all at once to a large mailing list. Database Marketing - form of direct marketing using databases of customers or potential customers to generate personalized communications

10 151 Enterprise Drive Newport News, Virginia Tel: Fax: Database Marketing List Segmentation – division on your customer and prospect lists into similar groups – Demographic – Geographic – Behavior – Purchase history

11 151 Enterprise Drive Newport News, Virginia Tel: Fax: Customized s Barnes & Noble Textbooks marketed to students “New from an author you know”

12 151 Enterprise Drive Newport News, Virginia Tel: Fax: Customized s & Mailings Red Cross Donor Profile: Me – Demographic & geographic – Donation record & blood type Targeted Communications – O Pos Double Red – Timed to coincide with optimal donation schedule – Informs of drives near my home that offer the services I use.

13 151 Enterprise Drive Newport News, Virginia Tel: Fax: Customized s Williamsburg Travel – Customers within 3 hour drive time receive offers and announcements for weekend getaways and special events – Customers farther than 3 hours away are marketed to with incentives for family vacations – Customers with children are shown different promotions

14 151 Enterprise Drive Newport News, Virginia Tel: Fax: Search Engine Marketing Search Engine Optimization Search Engine Marketing

15 151 Enterprise Drive Newport News, Virginia Tel: Fax: Search engines scan a page and analyze it for important information Quality and Relevance Links Content Site Architecture

16 151 Enterprise Drive Newport News, Virginia Tel: Fax: Title Title Headline Headline Links Links Content Content File name File name

17 151 Enterprise Drive Newport News, Virginia Tel: Fax: Sponsored Search All major search engines allow advertisers to purchase ads Segmented by – Search Query – Geographic – Demographics adwords.google.com advertising.microsoft.com

18 151 Enterprise Drive Newport News, Virginia Tel: Fax: Vertical Search Local Listings Real Estate Products News

19 151 Enterprise Drive Newport News, Virginia Tel: Fax: Putting it Together

20 151 Enterprise Drive Newport News, Virginia Tel: Fax: Web 2.0 Social Networking Web 2.0

21 151 Enterprise Drive Newport News, Virginia Tel: Fax: Web 2.0 Web is commonly associated with web applications that facilitate interactive information sharing, interoperability, user- centered design, and collaboration on the World Wide Web (Wikipedia) In a nutshell… user generated content and networking

22 151 Enterprise Drive Newport News, Virginia Tel: Fax: Web 2.0 “Technographics”

23 151 Enterprise Drive Newport News, Virginia Tel: Fax: Web 2.0 Social Networking – Facebook – Twitter User generated content – Testimonials and reviews – Comments – Forums – Blogs

24 151 Enterprise Drive Newport News, Virginia Tel: Fax: Metrics Monitoring Metrics

25 151 Enterprise Drive Newport News, Virginia Tel: Fax: This may seem self evident, but monitoring customer behavior does us no good in and of itself Actionable Data – What goes right? (Repeat and Capitalize) – What goes wrong? (Fix or Eliminate) – Eliminate the guess work by tracking marketing efforts. – Maximize your revenue and ROI.

26 151 Enterprise Drive Newport News, Virginia Tel: Fax: “Regular” Stats Programs 30 day visitor tracking Can give track number of hits and visitors as well as some navigational and referral data.

27 151 Enterprise Drive Newport News, Virginia Tel: Fax: Aggregated Tracking Tracking Key Performance Indicators on overall site usage gives us general trend information – “we have more visitors this month than last” – “visitors are spending more time on our site” – “the most popular area of the site is _____”

28 151 Enterprise Drive Newport News, Virginia Tel: Fax: Advanced Tracking Most professional reporting packages track sales, conversions, and advertising campaigns in much greater detail. Can track a visitor over the course of years. Better information gives the business owner the ability to make better decisions.

29 151 Enterprise Drive Newport News, Virginia Tel: Fax: Segmentation Tools With reports that allow greater segmentation, we can focus on characteristics of core customers

30 151 Enterprise Drive Newport News, Virginia Tel: Fax: Goal Tracking Many analytical programs allow site owners to customize goal tracking. Segmented by source for ROI Analysis Segmented by keyword

31 151 Enterprise Drive Newport News, Virginia Tel: Fax: Goal Tracking Many analytical programs allow site owners to customize goal tracking. Segmented by source Goal Funnel Analysis

32 151 Enterprise Drive Newport News, Virginia Tel: Fax:

33 151 Enterprise Drive Newport News, Virginia Tel: Fax: CONTACT INFO: David Hoegerman

34 151 Enterprise Drive Newport News, Virginia Tel: Fax: adwords.google.com advertising.microsoft.com

35 151 Enterprise Drive Newport News, Virginia Tel: Fax:

36 151 Enterprise Drive Newport News, Virginia Tel: Fax:

37 151 Enterprise Drive Newport News, Virginia Tel: Fax:

38 151 Enterprise Drive Newport News, Virginia Tel: Fax: Supplemental Information I’ve included many slides showing examples of how some content is “optimized” for search engines. The process involves making minor revisions to content to ensure keywords are included and adding links to other pages within the text.

39 151 Enterprise Drive Newport News, Virginia Tel: Fax: When visiting the area, why drive to a hotel when the Fife & Drum Inn is just a few short steps away? Our inn is conveniently located in the midst of everything you want to see and do. We are just 2 blocks from the WM admissions office and the historic colonial governors palace. When visiting Colonial Williamsburg or The College of William & Mary, why drive to a hotel when the Fife & Drum Inn is just a few short steps away? Our inn is the most conveniently located Williamsburg bed and breakfast and is in the midst of everything you want to see and do. We are just 2 blocks from the WM admissions office and the historic colonial governors palaceColonial WilliamsburgThe College of William & Mary,Williamsburg bed and breakfast

40 151 Enterprise Drive Newport News, Virginia Tel: Fax: Our patients come to us from several sources which include Family Dentists, friends of patients, other family members in treatment, co-workers, our "in-house" marketing program, and referring insurance companies. We are ready to greet you when you contact us, and would be pleased to be your orthodontic provider. Our patients come to us for braces or orthodontist services from several sources which include Family Dentists, friends of patients, other family members in treatment, co- workers, our "in-house" marketing program, and referring insurance companies. We are ready to greet you when you contact us, and would be pleased to be your orthodontic provider in either our Hampton or Virginia Beach office.braces orthodontist Hampton Virginia Beach

41 151 Enterprise Drive Newport News, Virginia Tel: Fax: Breathe Healthy® masks utilize the state of the art, hospital safe, non allergenic, Aegis hi- tech performance antimicrobial treatment that lasts for the life of the mask. They have been tested by a leading lab to filter down to 1.0 micron, and when adjusted to fit snugly, help to protect against irritants and effluents from coughs and sneezes (which, of course, could contain flu viruses) and many of the particles that pollute the air (all 1.0 micron or larger). Breathe Healthy® germ and allergy masks utilize the state of the art, hospital safe, non allergenic, Aegis hi-tech performance antimicrobial treatment that lasts for the life of the mask. They have been tested by a leading lab to filter down to 1.0 micron, and when adjusted to fit snugly, help to protect against pollen, dust, pet hair & dander, allergens, mold spores, many bacteria, effluents from coughs and sneezes (which, of course, could contain flu viruses) and many of the particles that pollute the air (all 1.0 micron or larger).allergy masksantimicrobialpollendustpet hair & dander allergens, mold sporesbacteriaflu viruses

42 151 Enterprise Drive Newport News, Virginia Tel: Fax: Blue Heron can help you define and locate your ideal property. So whatever lifestyle you‚ve been dreaming of-be it beach front or historic home - just click a button and Blue Heron will take you there! Blue Heron can help you define and locate your ideal property. So whatever coastal property lifestyle you‚ve been dreaming of-be it beach, boating, golf resort, waterfront estate, small town, country, or historic home - just click a button and Blue Heron will take you there!coastal propertybeachboatinggolf resortwaterfront estate historic home

43 151 Enterprise Drive Newport News, Virginia Tel: Fax: Find out more! Find more information on: Virginia Eastern Shore Blog – This is where we get to brag about all the wonderful happenings here! (boating, the arts, real estate, ect.)Virginia Eastern Shore boatingartsreal estate Virginia Eastern Shore Portal – A business listing / directory of all there is to do on the Eastern Shore. Virginia Eastern Shore Portal Restaurants Hotels Attractions

44 151 Enterprise Drive Newport News, Virginia Tel: Fax: Whitley's "Home-Cooked" peanuts have a wonderful, crunchy freshness and distinctive flavor because our peanuts are still made the old-fashioned way-hand cooked, slowly roasted to perfection. We choose only the highest quality, super extra-large peanuts which are hand selected for their size and freshness. Each batch is individually cooked with proven, traditional recipes to ensure the crisp, fresh flavor and unique taste for which our peanuts are famous. Whitley's "Home-Cooked" peanuts have a wonderful, crunchy freshness and distinctive flavor because our peanuts are still made the old-fashioned way-hand cooked, slowly roasted to perfection. We choose only the highest quality, super extra-large Virginia peanuts which are hand selected for their size and freshness. Each batch is individually cooked with proven, traditional recipes to ensure the crisp, fresh flavor and unique taste for which our peanuts are famous. roastedVirginia peanuts

45 151 Enterprise Drive Newport News, Virginia Tel: Fax: To be roasted in the shell, peanuts are cooked at medium heat for about 15 minutes. They may be plain roasted or seasoned roasted-in-the-shell. To season peanuts in the shell - prior to roasting- the peanuts are washed and then the seasonings, which are dissolved in water, are forced through the shells by a pressure process. To be roasted in the shell, Virginia peanuts are cooked at medium heat for about 15 minutes. They may be plain roasted or seasoned roasted-in-the-shell. To season peanuts in the shell - prior to roasting- the Virginia peanuts are washed and then the seasonings, which are dissolved in water, are forced through the shells by a pressure process.roasted Virginia peanuts season peanutsVirginia peanuts

46 151 Enterprise Drive Newport News, Virginia Tel: Fax: Reliance Staffing provides a highly selective matching of qualified employees to businesses throughout the Hampton Roads area. Employers depend on us. The best candidates aspire to join our ranks. How can we help you? Reliance Staffing provides a highly selective matching of qualified temporary, temp-to- hire and permanent employees to businesses throughout the Hampton Roads area. Employers depend on us. The best candidates aspire to join our ranks. Staffing offices are located in Newport News, Chesapeake, Suffolk and Virginia Beach. How can we help you?permanent employees Newport NewsChesapeakeSuffolkVirginia Beach

47 151 Enterprise Drive Newport News, Virginia Tel: Fax: COATSsql has been designed by insiders of the Staffing Service industry. The system represents years of long term commitment and ongoing product improvement, development and research. While we believe we have one of the best human resource software products on the market, we do not intend to stop here. COATSsql staffing software has been designed by insiders of the Staffing Service industry. The system represents years of long term commitment and ongoing product improvement, development and research. While we believe we have one of the best human resource software products on the market, we do not intend to stop here.staffing software human resource software

48 151 Enterprise Drive Newport News, Virginia Tel: Fax: This site contains easy-access video guides that provide compact information and training. Each segment has a video, between 3 and 5 minutes long. Controls to start, pause, stop, and adjust volume are located just below the viewing window. Planning Ahead for Deployment Financing Your Business Contracting and Certification From Boots to Business

49 151 Enterprise Drive Newport News, Virginia Tel: Fax: Simplify your payroll with the best value in software for small to mid-sized businesses. Our packages make one of the most complex, time-consuming tasks employers face as simple as a few key-strokes. Try it TODAY with a free trial!free Simplify your payroll with the best value in payroll software for small to mid-sized businesses. Our payroll software packages make one of the most complex, time- consuming tasks employers face as simple as a few key-strokes. Try it TODAY with a free trial!payroll software free trial


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