Upload
amy-black
View
296
Download
0
Embed Size (px)
Citation preview
HOW TO GROW YOUR BUSINESS OR
ORGANIZATION WITH ONLINE MARKETING
Presented by Amy Black - @amyblack
Director of Marketing Communications, TimeTrade
Merrimack Valley CVB Annual Tourism Breakfast
Tuesday, June 22, 2010
NOT GRANDMA’S MARKETING
BEFORE: ONE-WAY COMMUNICATION
ENTER INTERNET MARKETING 1.0
Websites
Email Marketing
Search Marketing (SEO and PPC)
Online ads
No longer just MASS communication
– ONE to ONE
THEN WEB 2.0 – THE SOCIAL WEB
NOW: IT’S A CONVERSATION THAT CAN GROW INTO MORE
CONVERSATIONS
WHAT DOES THIS MEAN FOR SMALL BUSINESSES AND
ORGANIZATIONS?
A GREAT OPPORTUNITY TO GROW...
…AND STAY CONNECTED!
A 2010 MARKETING PLAN
ONE THING TO ALWAYS
KEEP IN MIND
YOUR WEBSITE IS…
the FACE of your BRAND
and the FIRST impression
many will have OF your
BUSINESS
WHAT KIND OF IMPRESSION ARE YOU
MAKING?
What does your website communicate?
Does it match the image you wish to project?
IS IT EASY TO NAVIGATE?
Can visitors quickly and easily find what they are
looking for?
PUT YOURSELF IN THEIR SHOES
ASK THEM!
DO YOU KNOW WHAT YOU WANT THEM TO
DO?
HOLD ON TO YOUR VISITORS
GOOD EXAMPLES FROM THE REGION
Social media
front and center
GOOD EXAMPLES FROM THE REGION
Highlighting
awards builds
credibility
Good use of video
on homepage
GOOD EXAMPLES FROM THE REGION
Email sign up
Clear call to
action
Easy to find
events
Social media
connections on
homepage
GETTING FOUND WITH SEO
Pick 10 keywords that mean the most
Optimize your website with content to support
One main word or phrase for your homepage
Look for link love
Use keywords and phrases in H1-H6 (Headlines)
Make your image names count
Limit the amount of flash – it’s not searchable
★
GOOGLE ANALYTICS – YOUR BEST FRIEND
Website traffic
Top pages
Site overlay
Sources – where it’s coming from
Referring sites – who’s linking to you
Visits from keyword searches
Free!
★
EMAIL MARKETING
Email is still THE BEST way to stay connected with your
customers and prospects
WHY EMAIL STILL MATTERS
1.4 billion email users
Projected to increase to 1.9 billion by 2013
57% of adult US Internet users check or send email on a
daily basis
The State of Retailing Online 2009 survey reported that email was cited most often as a successful tactic
HOW TO MAKE EMAIL MARKETING WORK FOR
YOUR BIZ OR ORG
Permission-based
High value in emails
Get to the point
Look awesome (go HTML)
Use an email marketing service
Measure to know what’s
working
Learn what your customers are
most interested in
★
OKAY, WHAT ABOUT SOCIAL MEDIA?
WHY YOU SHOULD LUV SOCIAL MEDIA
Helps you stay connected and build relationships
with the people who mean the most to your
business or organization
Opportunity to extend your customer base –
through other customers (so easy to share!)
Best way to listen and gain insight into how your
customers and prospects feels about your brand
Chance to intervene when you need to – crisis
management
It’s easily accessible, low cost and in many cases
FREE!
ENOUGH ABOUT YOU!
Make sure what you are sharing is relevant
and take the opportunity to listen
TO BLOG OR NOT TO BLOG?
LOTS OF PROS
Establish your expertise
Quick and easy way to share what’s going on
A place to link back to fresh content from social
media sites
Helps you get found if SEO optimized
The software is FREE
ONE BIG CON
Takes time
WHAT’S
RIGHT FOR
YOUR
BUSINESS?
★
WHY CARE ABOUT
400 MILLION People are active on it
They spend over 500 BILLION minutes per month on the
site
The average user is connected to 60 PAGES, GROUPS &
EVENTS
More than 25 BILLION pieces of content (web
links, news stories, blog posts, notes, photo
albums, etc.) are shared each month.
Great job
promoting
Very active
posting
Sharing
photos &
video(visual
Interaction
between fans
Awareness of Twitter has exploded from 5% of
Americans 12+ in 2008 to 87% in 2010 (Facebook's
awareness is 88%)
7% of Americans (17 million persons) actively use
Twitter, while 41% maintain a profile page on Facebook.
51% of active Twitter users follow companies, brands or
products on social networks
-Edison Research
GETTING STARTED: Twitter 101
Open an account – get your exact biz name if you
can
Customize the page to match your website
Look for people to follow using tools liken
bytweet.com and Twellow.com
Follow the people that other businesses and
organizations like yours follow
Promote your twitter account everywhere you can
Start tweeting (or twittering, whichever you prefer)
(More soon on tools to manage your account)
★
Updates on
upcoming
events
Updates on
upcoming
events
Qualities of a great Twitter post:
Information followers value
Not overly promotional
Great use of verbs and action words
Link to a place with more information
Listening:
What are people saying about you?
Monitor so you can jump in to thank
them or respond to their concerns
Learn from what they respond best to –
events, promotions, content you share –
and serve up more of what works
HOW THE HECK CAN I DO ALL THIS?
MORE TWITTER TOOLS ★
Create a
YouTube
Channel for
your biz
Videos
Fun
Informative
Always brief!
WHERE ELSE ARE PEOPLE TALKING?
SO MUCH TO DO, SO LITTLE TIME
Do what you can – Start small if you
need to
Where can you make the greatest
impact?
A little here and there can make a
big difference
WHAT ARE YOUR THREE THINGS?
What’s one thing you learned that you can put into
practice in each of these categories:
Website
Email marketing
Social media marketing
YOU CAN DO IT!
Look for an email with
resources and get this
presentation from the CVB
WHERE YOU CAN FIND ME
www.AmyBlack.com
www.AmyBlackLive.com