How to use Internet Marketing to grow your business

How to Use the Internet in Your Business

Presented by John Duffield

How to use Internet marketing to grow your business…

John Duffield What I Do …What I Do …

• Business Performance Improvement.

• Website Design• SEO• Digital Marketing• iPad Apps

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You can sell almost anything online…

1. How to build a list of prospects to sell to

• Site set up• Correct site structure• Search engine optimised• Keywords and related words• Backlinks (inbound links)• Use of social media• Pay per click• Other site listings

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•T1 general keyword, is the most difficult keyword for you to ranked on.

•T2 -more specific, as your website gradually gain search engine rankings, these pages will be picked up and ranked as well.

•T3 – easiest keywords to be ranked on- most specific keywords, usually lower demand and less supply.- provide the initial stream of traffic that starts to flow to your website.

Site Set-Up

•Domain name

•Web hosting

•Self-build

•Built by designer

Search Engine Optimised

• Pages in hierarchy format

• Keyword theme for each page

• Related words

• Keyword density

• Set up your analytics• Measure over time

Keywords and Related Words

• Google trends

• Related keywords

• Check your competitors• Keywords that appear in the

pages

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Backlinks/Inbound Links

• Link to related sites

• Ranked equal or higher than your site

• Vote of confidence

• Software to help you

• Start with Facebook, Google+

• Directory listings

Use of Social Media

• Facebook fan page

• Twitter

• LinkedIn

More on this next week!

Pay Per Click

• Pay per keyword cost

• Set up your budget

• Way to test ideas

• Can be expensive

• Google

• 3rd party local suppliers

• Consider Facebook

Captive market for your products ...

2. Using email marketing

• Set up with email marketing service• Set up your list framework• Opt-in form• Point people to your opt-in form

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email Marketing Services

• A-Weber

• Constant Contact

• iContact

• Mail Chimp

• Outlook?

Set up your list framework

• What fields do you need in your list?

• Design the initial email responders

• Get the embed code for your opt-in form

Your opt-in form

• Only essential fields

• Placement on your site

• Have this on every page of your site

• Drive traffic to this form

Point people to your opt-in form

• From posts on Facebook

• From Twitter

• From LinkedIn

• From blogs

• Use as a signature

• Emails

Selling to a captive market…

3. Selling From Your List

• Why should I do this?• Where to start?• What can I offer them?• How often should I contact my list?• Other ways to sell to your list

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Why Should I Do This?

• This is similar to having a membership site, except they don’t pay!

• You have developed a loyal following over time …

• List subscribers are a captive audience …

• It is easy to set up

Where to Start?

• Understand the principles of email marketing …

• Get an email marketing provider …• Aweber• Campaign master• Get response• Mail chimp

• Opt-in principles

What Can I Offer Them?

• Free information• Build up a loyal following• Impress them with your

knowledge• Remember the membership

thing …

• Links to key areas of your website (targeted pages)

How Often Should I Contact My List?

• Emails (responders) • Sequenced• Timed for effect and impact

• Newsletters – monthly

• Special offers

• Seasonally

• Birthdays

• Anniversary of signing up50

Other Ways to Sell to Your List

• On your newsletter …• Advertise your affiliate links• Link to your shopping cart• Link to special offer pages

• Offer coupon codes for member get member

• Be creative

• Survey them, want content is of interest to them SM

Auto-responders are a powerful method to increase visitors’

interaction

4. Auto-Responders

• Building your page offer• Increasing your list size• Using auto-responders• Seeing the results

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Building your page offer

• Build your subscriber list

• Offer something in return

• Giveaways spark interest and desire

• Have a landing page

Increasing your list size

• Attracting people is the challenge…

• Facebook options

• Use your blog

• Share in posts consistently

• Hootsuite

Using auto-responders

• Lets you automate the whole process for new subscribers

• Maintain contact with your list for months, years on auto pilot!

• Set up a sequence of emails

• The money is in the list

Seeing the results

• Only essential fields

• Placement on your site

• Have this on every page of your site

• Drive traffic to this form

• Don’t make them jump through hoops!

Email newsletters let you maintain a relationship with your customers and supporters that has residual value far beyond their visits to

your website.

5. The Power of Newsletters

• Why use newsletters• Seasonal opportunities• Easy to set up• Things to consider• Analyse the results• Plan out your messages

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Why use newsletters

• Answer a different need• Customers appreciate hearing

from you• Improves your online activities• Single highest ROI• Frees dependency on search

engines

Seasonal Opportunities

• Get the message out at the right time!

• Offer pre-launch sales• VIP customer specials• Change the newsletter

them to suit the season

Easy to set-up

• Save a template for ongoing use

• Can be HTML or simple text based

• Include links back to specific webpages

• Embed audio and video

Things to consider

• Open rates• Click-thru rates• Keeping out of the junk

mail and spam filters• Use good subject line

headers• Design for scanners not

readers

Analyse the results

• How many people opened the newsletter?

• How many people clicked on the links and went to those pages

• Bounces?• How many purchased?• Mail Chimp

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Plan out your messages

• Most newsletters fade and die after a short-time

• Plan out a years worth of topics

• Consider seasonality• You can set these up on

auto by timed release date

One of the most lucrative selling tools..

6. Utilising the power of video

• Enhance your website• Demonstrate a product or activity• Sharing your expertise• Drive traffic to your website• Give your business a personal face

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Enhance your website

• Turn a static website into a dynamic interactive destination

• Promo video• Who you are and what you do

• Website tour• Virtual tour• Video testimonials

Demonstrate a product or activity

• How to videos

• Educate your customers

• How to use your products

• Train clients remotely

• Screencasting• Camtasia• Screenr

Sharing your expertise

• Expertise on a particular topic

• Educational videos (e.g. industry)

• Newscast on updating viewers on your products/services

• Show generic videos on related areas

Drive traffic to your website

• Videos are SEO friendly

• Use targeted keywords when tagging your videos

• Create a variety of videos that focus on different keywords

• Consider multiple video sharing sites• Vimeo, metacafe, flickr

Give your business a personal face

• Introduce yourself and your business

• Makes your site believable

• Have short videos on selected pages

• Sidebar is usually a good place

• Blog your videos

• URL link in videos (not YouTube)

Measuring your online marketing activities…

7. Using statistics to measure your campaigns

• Why should I do this?• Where to start?• How often should I do this• What is the benefit of doing this?

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5L

Why should you do this?

• Need to know its working

• Did you achieve your goals?

• What could have been done better?

• What will you do better next-time?

Where to start?

• View the analytics

• Open rate >25% is good

• Click thru rate >30% is good

How often should I do this?

• After every campaign• Email• Newsletter

• Compare results from past campaigns

Benefit of doing this?

• Gives you a better understanding of what topics are appealing

• You can see what segments of your list open more that others

• You can build on what works

• Modify and improve on what’s not working

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Why not Visit us?Why not Visit us?

www.small-business-world.com

Questions?Questions?

http://small-business-world.com/contact/