1. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org How to Market Your Small Business (on the web) David Hoegerman October 2010

2. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.orgOverview 1) Marketing Strategies 2) Email Marketing 3) Search Engine Optimization 4) Social Networking 5) Resources & Monitoring Metrics

3. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org Overview 2.0 1) Marketing Strategies Basics 2) Email Database Marketing 3) Search Engine Optimization Marketing 4) Social Networking Web 2.0 5) Resources & Monitoring Metrics

4. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org Marketing Basics Marketing Strategies Marketing Basics

5. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org 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. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org Integrated Marketing Communications Carefully integrating the company’s many communication channels to deliver a clear, consistent, and compelling message.

7. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org Market Segmentation Process of identifying specific purchasing groups based upon their needs, attitudes and interests.

8. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org Database Marketing Email Marketing Database Marketing

9. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org Database Marketing Email Marketing - promotion of products or services via email. Spam - sending unsolicited bulk messages indiscriminately. Email 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. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org Database Marketing List Segmentation – division on your customer and prospect lists into similar groups – Demographic – Geographic – Behavior – Purchase history

11. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org Customized Emails Barnes & Noble Textbooks marketed to students “New from an author you know”

12. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org Customized Emails & 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. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org Customized Emails 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. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org Search Engine Marketing Search Engine Optimization Search Engine Marketing

15. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.orgOptimization Search engines scan a page and analyze it for important information Quality and Relevance Links Content Site Architecture

16. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.orgRelevance Title Title Headline Headline Links Links Content Content File name File name

17. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org Sponsored Search All major search engines allow advertisers to purchase ads Segmented by – Search Query – Geographic – Demographics adwords.google.com advertising.microsoft.com

18. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org Vertical Search Local Listings Real Estate Products News

19. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org Putting it Together

20. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org Web 2.0 Social Networking Web 2.0

21. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org Web 2.0 Web 2.0 - 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. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org Web 2.0 “Technographics” www.Vectec.org/technographics

23. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org Web 2.0 Social Networking – Facebook – Twitter User generated content – Testimonials and reviews – Comments – Forums – Blogs

24. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org Metrics Monitoring Metrics

25. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.orgMetrics 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. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org “Regular” Stats Programs 30 day visitor tracking Can give track number of hits and visitors as well as some navigational and referral data.

27. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org 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. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org 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. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org Segmentation Tools With reports that allow greater segmentation, we can focus on characteristics of core customers

30. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org Goal Tracking Many analytical programs allow site owners to customize goal tracking. Segmented by source for ROI Analysis Segmented by keyword

31. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org Goal Tracking Many analytical programs allow site owners to customize goal tracking. Segmented by source Goal Funnel Analysis

32. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.orgMetrics www.omniture.com www.google.com/analytics

33. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.orgQuestions CONTACT INFO: David Hoegerman david@vectec.org

34. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.orgResources www.omniture.com www.google.com/analytics adwords.google.com advertising.microsoft.com www.vectec.org/resources

35. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org

36. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org

37. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org

38. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org 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. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org 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. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org 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. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org 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. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org 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. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org 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. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org 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. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org 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

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48. www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: info@vectec.org 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

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