CMCC Internet Marketing Essentials for Small Business and Entrepreneurs

Internet Marketing Essentials for

Small Business and Entrepreneurs

Amanda O’Brien

Hall Internet Marketing

Social Media Breakfast Maine

Who I am

Amanda O’Brien

VP of Marketing, Hall Internet Marketing

www.hallme.com

@hall_web

Organizer, Social Media Breakfast Maine

www.socialmediabreakfastmaine.com

#smbme

Blogger at large

Guiding Stars, PROXI, SocialMediaB2B,

amandapants, Hall, SMBME etc.

amanda@hallme.com

@amanda_pants

Who you are

Internet Marketing –

Not another thing

http://sacredsandwich.com/wp-content/uploads/2009/02/manyhats.jpg

Photo credit: http://www.flickr.com/photos/malabooboo/4932040057/

Power!

Internet Marketing

Website

Search Engine Optimization*

Paid Search Marketing

Email Marketing*

Blogging*

Social Media*

Content Marketing

Internet Marketing is the most measurable marketing around

Photo credit: http://www.flickr.com/photos/falcifer/3136673599/

Search Engine Optimization

Search Engine Optimization

Search Engine Optimization

http://youtu.be/hF515-0Tduk

What is SEO

Search Engine Land http://searchengineland.com/guide/what-is-seo

View page source of any web page

Right click

View page source

1. <title>

2. Meta name = “description”

3. Words on the page

4. Headings

5. “alt” tags

Headings and Text

Keywords in the Title Tag

Keywords in page content

<h1>The Most Important Element</h1>

<h2>The 2nd Most Important</h2>

<h3>The 3rd</h3>

<h4>The 4th</h4>

<h5>The 5th</h5>

<h6>The 6th</h6>

Bold text

Keywords in domain

Meta descriptions

Age of website

Quality and popularity of your content

New and fresh content

Clean website code and page speed

Links in and out

Measuring SEO

Keyword rankings

Google Analytics

Site traffic

New and repeat visitors

Referring traffic

Time on site

Bounce rate

Website conversions

SEO

Email Marketing

Email Marketing

Still one of the most effective forms of marketing

Interested audience

Drive traffic to your site

Email Marketing - DOs

Use an email service provider

Make it visually appealing

Experiment with send times

Link back to your site

Make it exclusive

Add signup form to site or at your location

Add a call to action

Photo credit: http://www.flickr.com/photos/krissen/6340984211/

Email Marketing – DON’Ts

Over send

Buy email lists

Email people who have not signed up

Think you don’t need an ESP or service

Forget to test and spell check

Forget unsubscribe links [CANSPAM Act]

Photo credit: http://www.flickr.com/photos/mediageek/2412873536/

Email Service Providers

Constant Contact

60 Day Free Trial 0-100 contacts

0-500 contacts - $15/month

Mail Chimp

Vertical Response

Reporting

Templates

Measuring Email Marketing

ESPs tracking

Opens

Clicks

Shares

New signups

Inbound traffic

Redeemed coupons

Email

Marketing

Blogging

What is a blog?

Web log in reverse chronological order

Topic based

Why you should blog

Easy to update

Search engines love them

Shareable

How do Businesses Use Blogs?

Launch New Products

PR

Demonstrate Expertise

Disseminate Information

Answer Common Questions

Transparency

Search Engine Optimization

Form relationships

Essential Aspects of a Post

Title – Short, catchy, clickable

Content – Concise, clear, lots of formatting

Media – Photos, Videos

Categories/Tags – Aid in organization

Publish – Just do it!

Subscribing

RSS and Email

• Who is going to read your blog?

• What other blogs do they read?

• What's their preferred way to get content?

• How hungry are they for new stuff?

• How did they find you?

• What do they want to hear from you?

• Conversation – Talk WITH not AT

Know Your Target Audience

Measuring Blogging

Site traffic

Subscribers

Popular posts

Comments on the blog

Inbound links

Search rankings

Sales

Time spent

Blogging

Recorded webinars:

Get Your Business Blogging - http://bit.ly/HO0UTO

Get More Return by Blogging Better - http://bit.ly/9EoNO4

Coming Up With Good Blog Topics - http://bit.ly/yA9k0z

Social Media

What is Social Media?

Conversations happening online

Word of Mouth Marketing with a new twist.

Photo credit: http://www.flickr.com/photos/earlg/163755542/

What does this have to do MY with business?

This is where your

customers are spending

their time

1 out of every 6 minutes

online is participating in

social networking sites

Americans use social

media more than

anything else online

Referrals mean more

than advertisements

Establish trust and that

your are an expert in

your industry

Free powerful marketing

tool you can manage in-

house

Tailored specific

messages, for your

demographic

Empathy and caring

mean more than

strategy and $$

How has this changed your prospects and

customers?

Discovery, research and investigation

Looking to establish trust online

Consumers have more control

Consumers have higher expectations

Two way conversations – wary of one way messaging

Most Popular Social Media Sites

Site Monthly Visitors Who are these people?

Facebook 750,000,000 Everyone

Twitter 250,000,000 News sharers, mobile

users

LinkedIn 110,000,000 Business folks and job

seekers

MySpace 70,500,000 Young, music lovers

Google+ 65,000,000 Early adopters

Article: http://www.ebizmba.com/articles/social-networking-websites

Choose the right tools for you

What will fit into your day?

What features do you want?

What seems to be working?

What are your customers using?

Always tie in with your website/email

Photo credit: http://www.flickr.com/photos/freefoto/3436970425/

Next week… Advanced Internet-Social Media Marketing

• Twitter • Facebook • Google+ and more

Things you can measure

• Traffic data

• Fan/follower data

• Interaction data

• Content performance

Photo credit: http://www.flickr.com/photos/427/2110349532/

Social Media

Cartoon credit: http://mashable.com/2009/04/17/social-media-cartoon-flitterin/

“You've got to be very

careful if you don't

know where you're

going, because you

might not get there.”

Skate to where the

puck is going

Photo credit: http://www.flickr.com/photos/morberg/3338184074/

We did it!

Thank you!

Amanda O’Brien

VP of Marketing, Hall Internet Marketing

www.hallme.com

@hall_web

Organizer, Social Media Breakfast Maine

www.socialmediabreakfastmaine.com

#smbme

amanda@hallme.com

@amanda_pants