Online Marketing Techniques

Online Marketing Techniques
Online Marketing Techniques ASBDC Conference Orlando, FL 09/09 Online Marketing Techniques ASBDC Annual Conference September 16, Orlando, FL presented by Jan Zimmerman Author, Web Marketing for Dummies, 2nd ed. Watermelon Mountain Web Marketing 4614 Sixth St. NW Albuquerque, NM 87107 © 2009 Watermelon Mountain Web Marketing © 2009 Watermelon Mountain Web Marketing • •

Where to Find These Materials
watermelonweb.com/appearances.htm powerpoint* & viewer 1-page web marketing plan* resource lists for social marketing & SEO dummies.com/go/webmarketing click Download tab web marketing information summary web marketing methods checklist* web marketing spreadsheet © 2009 Watermelon Mountain Web Marketing

There’s no point having a wonderful web site if no one can find it...
Why Market Online? There’s no point having a wonderful web site if no one can find it... © 2009 Watermelon Mountain Web Marketing

What You’ll Learn Today
Applying the 4 Ps to Online Marketing Role of Online Marketing in Overall Marketing Free Guerrilla Marketing Techniques Free SEO Marketing Techniques Free Social Marketing Techniques Paid Marketing Techniques © 2009 Watermelon Mountain Web Marketing

The 4Ps of Online Marketing
Product - may need different mix online Price - heavy price pressure online Position offline only bricks & clicks pure play online Promotion many new methods, but that’s all they are © 2009 Watermelon Mountain Web Marketing

Online Marketing: Part of Overall Marketing
Marketing is only part of a business, but all of a business is marketing.... Search engines are necessary, but not sufficient Back office operations and customer support remain critical © 2009 Watermelon Mountain Web Marketing

Online Marketing Techniques ASBDC Conference Orlando, FL 09/09
The Conversion Funnel People Who See a URL In other words: It takes 1000 impressions to make a sale! 5% of Those Visit a Site Prospects Qualified Leads Buyers or Callers 2- 4% of Visits © 2009 Watermelon Mountain Web Marketing © 2009 Watermelon Mountain Web Marketing • •

Set Up Clients for Success
Everything you know about marketing is right! Use the 1-page Online Marketing Form or download Web Marketing Info Summary Ensure the 4Ps of marketing are in place Understand their goals Review their marketing budget (including offline) Help them be realistic about expectations © 2009 Watermelon Mountain Web Marketing

How To Help Clients Select Online Techniques
Help them be realistic about their skills & time availability Review their target markets Fish where the fish are! © 2009 Watermelon Mountain Web Marketing

For Each Technique, Ask:
Can they do this themselves? Is there an inexpensive, packaged solution that will partially meet their needs? Do they need to hire professional help? KISS - don’t try to do too much or use too many techniques © 2009 Watermelon Mountain Web Marketing

The Tradeoff for Small Business
Their Money Or Their Life © 2009 Watermelon Mountain Web Marketing

4 Categories of Online Marketing
Guerrilla Marketing Search Engine Optimization (SEO) Social Marketing Paid Online Advertising FREE FREE FREE © 2009 Watermelon Mountain Web Marketing

What is Guerrilla Marketing?
Creative Flexible, fast Wide range of tools Turns small businesses into big competitors Cheap, often FREE! Most can be done by clients themselves © 2009 Watermelon Mountain Web Marketing

1. Put Domain Names Everywhere
Stationery Packaging Advertising Promo items All electronic & print communications .com © 2009 Watermelon Mountain Web Marketing

3 Guerrilla Email Ideas Signature Blocks
client can do Collect Addresses Online needs developer Yahoo or Google Groups © 2009 Watermelon Mountain Web Marketing

2. Signature Block Jan Zimmerman Author, Web Marketing for Dummies Strategic Web Marketing & Site Management Watermelon Mountain Web Marketing 4614 Sixth St. NW Albuquerque, NM t: f: e: w: © 2009 Watermelon Mountain Web Marketing

3. Collect Email Addresses
NEnewmexico.com © 2009 Watermelon Mountain Web Marketing

4. Use Yahoo! & Google Groups groups.yahoo.com
© 2009 Watermelon Mountain Web Marketing

6 Guerrillas on Site Marketing on-site for FREE!
Use calls to action in text (client) Put a CSS footer to work (developer) Gather testimonials (client) Write a blog (developer set-up/client) Tell a friend (developer set-up with free script) Build communities online developer with free script or link to 3rd party © 2009 Watermelon Mountain Web Marketing

5. Calls to Action Move Visitors Through a Site
Online Marketing Techniques ASBDC Conference Orlando, FL 09/09 5. Calls to Action Move Visitors Through a Site Request a Quote Register Now Bookmark This Page Check Availability Call Now Reserve Now Add to Cart © 2009 Watermelon Mountain Web Marketing © 2009 Watermelon Mountain Web Marketing • •

How Many Can You Find? ojocalientesprings.com

6. Put a Footer to Work nmsitesearch.com

7. Gather Testimonials elmontesagrado.com

8. Write a Blog taosnet.com/indianhillsinn

9. Tell A Friend santafewedding.com

Forums & Chat Rooms mommysavers.com
Online Marketing Techniques ASBDC Conference Orlando, FL 09/09 Forums & Chat Rooms mommysavers.com © 2009 Watermelon Mountain Web Marketing © 2009 Watermelon Mountain Web Marketing • •

11. Use Local Google & Yahoo!
© 2007 Watermelon Mountain Web Marketing © 2009 Watermelon Mountain Web Marketing

12. Free Shopping Search Engine
Google.com/Products © 2009 Watermelon Mountain Web Marketing

Time for a Break! 5 minute break!
Please arrange your chairs into groups of 6 for the team exercise to follow later. © 2009 Watermelon Mountain Web Marketing

Search Engine Visibility: How Can Everyone Be #1?
Online Marketing Techniques ASBDC Conference Orlando, FL 09/09 Search Engine Visibility: How Can Everyone Be #1? © 2009 Watermelon Mountain Web Marketing © 2009 Watermelon Mountain Web Marketing • •

Search Engine Jargon Search Engine Optimization (SEO)
adjusting sites and pages to gain better placement Natural or Organic Search results from review of unpaid submissions Paid Search fee paid for appearance or for pay-per-click ads Spiders, Crawlers, or Robots automated programs used to index content of web sites Search Engine Marketing (SEM) © 2009 Watermelon Mountain Web Marketing

The Search Engine Maze: 3 DIY Must-Have Sites
google.com/addurl/?continue=/addurl search.yahoo.com/info/submit.html bing.com/docs/submit.aspx clients can do themselves don’t need 100,000 search engines don’t need monthly resubmits © 2009 Watermelon Mountain Web Marketing

Choose Search Engines by Audience
Google Gets 80% of B2B Searches © 2009 Watermelon Mountain Web Marketing

“Natural” Search Engine Ranking
Online Marketing Techniques ASBDC Conference Orlando, FL 09/09 “Natural” Search Engine Ranking Need to be on 1st page of results to be noticed Clients can try on own, but may need help Different search engines have different rules Different keyword-based engines weigh things differently Keywords & tags for Yahoo & Bing Inbound links and page rank for Google © 2009 Watermelon Mountain Web Marketing © 2009 Watermelon Mountain Web Marketing • •

Basic Approach (except Google)
View>Source on high-ranking competitors Select search terms Wordtracker.com, Google Keyword Tool, or others Write metatags Optimize pages and Web site Check position, tweak & re-submit if needed or when add new content © 2009 Watermelon Mountain Web Marketing

Page Description Tag Display

Google Ranking: Special Case
Need inbound links from high Google-ranked sites that share a keyword Google Page Rank >5 (toolbar.google.com) To view links (client’s or competitor’s) On Google: link: Linkpopularity.com Internal and outbound links also count Clients can do themselves © 2009 Watermelon Mountain Web Marketing

Check Inbound Links linkpopularity.com

Inbound Linking Find audience online Check links on high-ranking competitors Remember directories, maps, yellow pages Send request Be selective about reciprocal links © 2009 Watermelon Mountain Web Marketing © 2009 Watermelon Mountain Web Marketing • •

Identify Specialty Search Engines & Directories
Meta-indexes searchengineguide.com/searchengines.html pandia.com/shopping/index.html Shopping search engines shopping.yahoo.com google.com/products Price comparison/review sites shopping.com buyersindex.com © 2009 Watermelon Mountain Web Marketing

Art Directory yourartlinks.com

Monitor Search Engine Rankings Quarterly
Online Marketing Techniques ASBDC Conference Orlando, FL 09/09 Monitor Search Engine Rankings Quarterly New sites in Google sandbox for 6 months Update content at least monthly Page rank & search position can vary daily Search ranking software sitereportcard.com/checkranking digitalpoint.com/tools/keywords seochat.com/seo-tools webposition.com (fee) © 2009 Watermelon Mountain Web Marketing © 2009 Watermelon Mountain Web Marketing • •

Social & Viral Marketing - Huh?
community creativity interactivity input communication site links collaboration user participation information sharing © 2009 Watermelon Mountain Web Marketing

Social Marketing Adds Value & Presence
Boosts new visits May increase search engine visibility Cost-effective marketing when budgets are tight Many techniques exist on 3rd-party sites Posting on others’ sites can provide inbound links Clients can do themselves, but time-consuming Pick only 1-2 techniques © 2009 Watermelon Mountain Web Marketing

Criteria for Choosing a Social Networking Method
Target markets: are they there? Does content type match goals/objectives? How much time will be needed? What does it cost? Does client have the skills & interest? © 2009 Watermelon Mountain Web Marketing

“Traditional” Social Activities On-site or 3rd Party
Interactive calendars Wikis Personalized postcards Customer reviews Video (need professional; $) Developer set-up on-site; free off-site © 2009 Watermelon Mountain Web Marketing

Interactive Events Calendar nmculturenet.org/calendar

Wikis wikitravel.org/en/New_Mexico
Online Marketing Techniques ASBDC Conference Orlando, FL 09/09 Wikis wikitravel.org/en/New_Mexico © 2009 Watermelon Mountain Web Marketing © 2009 Watermelon Mountain Web Marketing • •

Personalized Postcards taoschamber.com/card_category12.htm
Online Marketing Techniques ASBDC Conference Orlando, FL 09/09 Personalized Postcards taoschamber.com/card_category12.htm © 2009 Watermelon Mountain Web Marketing © 2009 Watermelon Mountain Web Marketing • •

Consumer Reviews on Site oldwestcountry.com/tmpl1.php?CID=QE427

Consumer Review Site tripadvisor.com

Video on Site cumbrestoltec.com/content/video-room

YouTube youtube.com/watch?v=o9A_IZxkxQQ
Maria Martinez: Notable New Mexican 60 © 2009 Watermelon Mountain Web Marketing

Viral Marketing Marketing messages passed on from user to user
Usually creative, clever, interesting Prospects & customers “market” for the client Originality can come from anywhere; may need help to execute © 2009 Watermelon Mountain Web Marketing

Viral Marketing subservientchicken.com
© 2007 Watermelon Mountain Web Marketing © 2009 Watermelon Mountain Web Marketing

What is Social Networking?
Applications that allow members to interact online Users control their own activity For most, client creates a profile In most cases, users sign up to “follow” or become fans Not for “hard sell” © 2009 Watermelon Mountain Web Marketing

The Current Hot Trends Facebook MySpace (for tweens) Linked In Twitter
Social bookmarks e.g., digg, delicious, stumbleupon © 2009 Watermelon Mountain Web Marketing

Social Media Demographics social-media-optimization
Social Media Demographics social-media-optimization.com/2009/08/social-networks-demographics © 2009 Watermelon Mountain Web Marketing

More Demographics tomuse
More Demographics tomuse.com/social-networking-demographics-who-has-smartest-and-wealthiest-users/ © 2009 Watermelon Mountain Web Marketing

Rules for Using Social Media stillindie
Rules for Using Social Media stillindie.com/2009/07/5-rules-artists-social-media.html Don’t sign up for more than client can handle Don’t self-promote, converse Tell a story: unique, personal Build community Create incentive to come back with original content © 2009 Watermelon Mountain Web Marketing

Facebook Social Network facebook.com/pages/Red-River-NM

Twitter Social Network twitter.com/Popejoy

Flickr Photosharing flickr.com/groups/812660@N24

Share Buttons for Social Sites addthis.com/bookmark.php
Site Facebook Digg Favorites Twitter Linked In © 2009 Watermelon Mountain Web Marketing

Marketing With Money or “I Love It When A Plan Comes Together”
Online Marketing Techniques ASBDC Conference Orlando, FL 09/09 Marketing With Money or “I Love It When A Plan Comes Together” © 2009 Watermelon Mountain Web Marketing © 2009 Watermelon Mountain Web Marketing • •

Calculating CPM Cost Per Thousand Impressions Can compare costs of various types of ads If an ad costs $500 for 10,000 impressions, the CPM is $500 divided by 10 or $50 More targeted the market, the higher the CPM Online CPM can range from $5-$125 © 2009 Watermelon Mountain Web Marketing © 2009 Watermelon Mountain Web Marketing • •

Cost of Customer Acquisition Online vs. Offline

Cost of Customer Acquisition Traditional Media http://www. viewway
The Media Rates Comparison chart is based on cost per thousand (CPM) in the top 100 markets © 2009 Watermelon Mountain Web Marketing

Comparing Costs What to expect to invest: As much for each new customer as they will spend in the first year Costs 3X as much to get a new customer! Compare using CPM (cost per thousand impressions) or cost per sale © 2009 Watermelon Mountain Web Marketing

Target the Audience http://www.junctionsolutions.com

Help Clients Choose the Right Paid Promotion
Purpose of Online Advertising branding lead generation sales promotional offer Target Market Objective how will you measure results? © 2009 Watermelon Mountain Web Marketing

Measuring Results Differentiate Ask how customers heard of you
department numbers phone extensions or phone numbers who to call different URLs or /?src=_________ Ask how customers heard of you Track promo codes, coupons and sales © 2009 Watermelon Mountain Web Marketing

Online Advertising CTR
Online Marketing Techniques ASBDC Conference Orlando, FL 09/09 Online Advertising CTR Average Click-Through Rates (CTR) 5% Pay per click 1%-3% banner 0.5% © 2009 Watermelon Mountain Web Marketing © 2009 Watermelon Mountain Web Marketing • •

Ways for Clients to Spend Their $$$
Online Press Releases (paid) Newsletters Coupons &/or Promo Codes Paid Sponsorships Classified Ads & Paid Links Pay-per-click (PPC) Ads Paid Shopping Sites Banner Ads © 2009 Watermelon Mountain Web Marketing

Online Press Releases Fosters awareness Increases SE ranking Tools
News & event releases Media kits Tours, events, studio sales Trade & professional journals Where prfree.com, prweb.com, marketwire.com © 2009 Watermelon Mountain Web Marketing

E-mail Newsletters HTML & text News, sales, promotions
Goals: increase sense of value, add subscribers, retain customers Higher conversion rate than other methods Template-based providers Constant Contact, Aweber, Emma, PatronMail © 2009 Watermelon Mountain Web Marketing

RedRiver.org Newsletter

Coupons & Promo Codes Coupons often used if people will come into a brick & mortar store Promo codes are discounts implemented online; depends on the shopping cart Distribute via newsletter, web site, ads Be sure to post both on coupon & discount directories © 2009 Watermelon Mountain Web Marketing

Paid Sponsorships Usually a branding activity
May involve a direct donation in exchange for a link or banner, or portion of every sale Pair with a non-profit you believe in & make it “your cause” or use an aggregator like greatergood.org or tisbest.org Non-profits can apply to be listed as a receiving organization © 2009 Watermelon Mountain Web Marketing

GreaterGood.org Sponsors theanimalrescuesite.com

Classified Ads & Paid Links
Classified ads are often cheap or free, e.g. craigslist.com Decide whether your targeted traffic visits the site. Paid links are usually for directories Listing often free, but charge for links, bold, color, larger size, etc. anything that makes your company stand out In both cases, write and test copy carefully © 2009 Watermelon Mountain Web Marketing

A Craigslist Classified

Pay-Per-Click PPC Where Constrained text ads: adwords.google.com
searchmarketing.yahoo.com adcenter.microsoft.com content partners accept their ads Constrained text ads: 25/35/35 characters many rules © 2009 Watermelon Mountain Web Marketing

Paid Shopping Sites B2C PPC or comparison shopping sites for consumers
Good if you compete on price: apparel, electronics, tools, toys, etc. Good if you carry hard-to-find products © 2009 Watermelon Mountain Web Marketing

Banner Ads Most expensive form of online advertising
Find sites with profile that matches the target market Generally pay by impression Negotiate rates and sign insertion orders Produce creatives to their specs Check their statistical results Use banners for branding and exposure © 2009 Watermelon Mountain Web Marketing

What Makes A Good Ad 40% Audience 40% Offer 20% Creative

Banner Options Can distribute banners, including video, through Google & Yahoo partners Some self-service sites and other ad networks Can use auto-generated ad creation services, but professional help recommended Generally avoid banner ad exchanges most are 2:1 and not well targeted tend to be cheap-looking custom exchange better © 2009 Watermelon Mountain Web Marketing

Team Exercise Please gather into groups of 6
Open the packet with your marketing problem The problems, the budget, and the options are different in each packet. You have 20 minutes to figure out how to allocate the money (or at least a % of it) Appoint someone to act as spokesperson. A random selection of groups will report their problem, budget, solution, and explain why in 3” or less. © 2009 Watermelon Mountain Web Marketing

Don’t Forget to Integrate with Offline Advertising
Word-of-mouth Direct (print) mail Radio, TV, Print Literature, Stationery, Packaging Promotional Items Community Events © 2009 Watermelon Mountain Web Marketing

Follow Up on Results Use Web analytics to look at referrals (traffic) from each marketing effort Track through, if possible, to conversion as lead or buyer Cross-check with results provided by publishers Avoid snap decisions allow at least 3 months © 2009 Watermelon Mountain Web Marketing

Online Marketing is Not Rocket Science
If it works, keep doing it. If it doesn’t, change! © 2009 Watermelon Mountain Web Marketing

Online Marketing Techniques

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