Marketing Online: How to Get Found, Generate Leads, and ... · • If your business has been established in the same location for a while, then your local business listing probably

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Marketing Online: How to Get Found, Generate Leads, and Convert Customers

July 21, 2010 NFIB Webinar


About Web.com

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at: www.nfib.com/webdotcom


What We Will Cover In This Webinar

1. How to Claim A Google Local Listing2. SEO Basics3. Website Tracking Tools4. Using Email as a Marketing Tool


Google Local Listing Overview

Google local listings are:

• FREE• Provide valuable

features for tracking search results, listening to your customers, and offering them discounts.


• Google recently re-named their local business listing to “Google Places.”

Google Places


+ Dashboard reports that come with your local listing allow you to monitor results:

• Look at keywords used to find you.

• Discover the parts of town that generate the most searches.

• Find the number of daily visitors who see your listing.

Features of a Local Listing


• Customers can also rate their experience with your business and write reviews.

• Printable coupons

Features of a Local Listing


• If your business has been established in the same location for a while, then your local business listing probably exists.

• Google may have already created a local listing for your business based on the existing information it has about your business andthe third-party information that the search engine was able to collect.

How It Works


When you claim your listing, you’re actually:

• Verifying that the listing belongs to you.• Confirming verification steps, which can generally be

done by phone or postal mail.• Ensuring that only you control the content of the listing.We’ve heard of instances of people who have

claimed listings that do not belong to them in order to misrepresent their competitors.

What Is Involved in Claiming Your Listing


Getting StartedGo to Google Maps. (maps.google.com)


Find Your Business on the MapEnter your business name and location:


Listing That Has Been Verified


Unverified Listing


Edit Your Listing


If Your Business Does Not Appear

1. If your business listing does not appear, go back to the Google Maps homepage (www.maps.google.com)

2. Next, click on the and click on the "Put your business on Google Maps"link ( www.google.com/local/add )

3. A blank form will load.4. Fill out your information.5. You will need to verify information by

phone or mail


What to Do Next

Once you’ve claimed your listing:

Verify that all of the information is correct.Explore the options that are available for customizing

the information in your listingMaps and directionsHours of operationLogos and photographsVideos & more


• Keeping your listing fresh and up-to-date helps to increase your chances of being found by customers who are searching for your products/services.

Updating Your Local Listing


• The more content you include in your listing, the better chance you have for organic rankings.

SEO Enhancement


• Pictures are a competitive advantage – even cell phonequality shots of the building, inventory and staff may help make an impression versus your competition with no photos.

• Upload your logo too.

Using Images


In Summary

• Google Local Listings are a great investment, can have a good ROI

• Make sure to verify your listing and keep it current


What We Will Cover:

1. Overview of Keywords2. Content & Keyword Frequency3. Page Titles4. Meta Tags

Optimizing A Site


How Keywords Work

• Keywords are the singular words or phrases that customers use to search for a business.

• Important to know what keywords can drive traffic for you.

• What keywords are driving traffic for your competitors?

• SEO professional can help• Google Keyword Tool


Google Keyword Tool


• More text is better than less, but the text copy must be good and offer the end user something meaningful to read about the business.

The Importance of Content

Google And The Search Engines Love Text


• While there is no magic number of words per page, target 100-250 words per page as a goal.

• Think about how often Google highly ranks Wikipedia pages.

Amount of Content


How often you repeat keywords on a page is significant for SEO:

• Place the first instance of the keyword early within the first sentence in the first paragraph.

• Keywords should be repeated within the copyroughly 1-3 times for every 100 words.

• Use keyword phrases for internal links.

• Don’t overstuff the page with keywords

Keyword Frequency


Be specific when describing your products and services:

• Think like a potential customer who wants to learn about your business and why they should choose you versus the competition.

• Think about the questions a typical new customer asks about your products or business

• What is the tipping point?

Copywriting Tips


Google rewards websites who refresh their website regularly.

• Utilize the website to make press announcements, sales promotions, product announcements or timely information “how to’s” on a regular basis.

• A blog also helps refresh the content if properly installed. If you add a blog to a website, keep it up to date and refreshed regularly.

Refresh Content Regularly


Do NOT duplicate content from page to page.• Never duplicate copy from any other website.

Google knows what copy is on other sites and having content that appears on another site will not help your keyword ranking.

Duplicate Content


• Headings should be structured in an H1, H2, H3 format. • Keywords should preferably appear in the H1 headers

on every page – most important for SEO

Using H1 Tags

Each Page Should Have Unique Content and Headers


Example of an H1 Header


Page Titles

The page title meta tag is extremely important to the ranking process.

• The page title not only “tells” Google what the page is about, it also appears on the search results page when someone has typed in a keyword phrase.

• Page titles should contain the primary keywords for that page. The search engines will only display the first 65 characters so make sure that your primary keywords appear.

Meta Information


How the Meta Title Appears


The meta name description does not play a part in the ranking process, but tells people about your business.

Meta Description

The description should contain keywords


. The description should contain relevant keywords that people are searching for

• Each page should have its own unique description that describes the information found on the page

• A description may include a call to action

Some Tips About Meta Description Tag


• Alternate tags are words of copy that we can be assigned to specific images on a page.

• Search engines rely upon the alternate image tag to describe the pictures that can be displayed in image search results.

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Alt Tags


What We Will Cover:Tool Sets That Every Website Owner Should Have:

Website Tracking Tools

www.google.com/analytics

www.google.com/webmasters/


A free tool that tracks actual behavior of your users. Communicates visitor behavior by:

• How many visitors the site receives daily/weekly/monthly.

• What keywords visitors are using to find your website.

• Which search engines send the most visitors.

• How long visitors stay on whichpages.

• Where visitors are coming fromdown to the city.

You can even annotate Google Analytics based on certain dates so that you can track the results of your changes.

Google Analytics


Additionally Google Analytics will give information on how people are reacting to your site by providing “bounce rate information.”

Bounce Rates


• Bounce rate displays the percentage of people who leave after landing on only one page.

• This will alert you to address specific pages and test various copy, images and content that people find interesting and want to learn more.

• Determine if they are abandoning any part of the shopping process.

Bounce Rates


• Another free Googletool.

• More oriented to the siteas Google sees it.

Google Webmaster Tools


• Goal of webmaster tools is to give feedback to the website owner that would make the end user experience better.• Download time• Ensuring all pages are accessible• Keyword analysis

• Additionally it will assess the download speed of the site and rank the site compared to other sites on the Internet.

Google Webmaster Tools


It also will flag problem areas within the site that the site owner may otherwise be unaware of:

• Malware (malicious software that may be on the site.)• Broken links within the site.• Pages with missing or duplicate page titles.• URL addresses that can not be crawled or accessed by search

engines.• Content that can not be indexed.

How It Works for SEO


What We Will Cover:

1.Email Campaigns for Generating Loyalty2.Economy of Newsletter Campaigns3.Suggestions for Email Campaigns4.Segmentation of Your Lists5.Email to Convert New Customers6.Email as a Sales Tool7.Building Your Customer Base

Email Marketing


Communicating regularly with your customers is a proven effective method to generate positive brand recognition and develop loyal patrons.

Using Email to Maintain Loyalty

One of the easiest ways is to build and maintain a loyal customer base is with an email newsletter on a regular basis.


• Loyal customers not only think of you when it is time to buy, but are also likely to refer you the next time they know someone who needs your products or services.

• Email marketing is a quick, inexpensive, and efficient way to connect and communicate with your customers.

Using Email to Maintain Loyalty


• Customers request your emails through “opt in”requests, so your target audience is already qualified and interested in your offering.

Economy of Email

A newsletter campaign is much less than the cost of an advertising insert or a direct mail letter campaign


• Email newsletters can be used creatively to keep the customers interest and incent them to buy from you.

• A great place to start building a base of customer emails is through your website.

• The better email marketing programs offer a feature to automatically collect and email addresses on your website.

Economy of Email


1. Offer special discounts to your existing customers2. Give your customers VIP treatment through early bird

notices before items become available or on sale to the general public

3. Make heard-first-here announcements about new products or services

4. Include write-ups about your award-winning products or specialized services

5. Share tips and tricks that help customers get the most out of your business offerings

6. Share customer success stories about your business

Suggestions for Emails


Email to Convert New Customers

• Email is also a great tool to entice new customers

• People will often opt-in on your Website to get an informational piece• They are not ready to

buy but once they get to know you, they may become a customer


Segmentation of Lists

• You can segment your lists• Prospect list allows you to send specific series to

non-customers.• Existing customer list.

• Some email programs have ability to send ‘trigger emails’ based upon purchases.


Email Newsletter Can Increase Your Sales

• A recent poll from RetailMeNot.com and Harris Interactive® reveals that 30% of online shoppers will not make a purchase if they cannot find a coupon for that store.

Email as a Tool to Drive Sales


Email as a Tool to Drive Sales


Building Your Customer Base


Marketing Online - Valuable ResourcesAttendees will receive these Valuable Resources:

1. Get the scoop on “Claiming Your Local Business Listing on the Search Engines.” It’s free, easy, and vital for your business.http://www.web.com/blog/internet-marketing/claiming-your-local-business-listing-on-the-search-engines/

2. Make your website search engine friendly with “Search Engine Optimization: 7 Proven Steps (Plus a Bonus Tip!).”http://www.web.com/blog/search-engine-optimization/search-engine-optimization-seven-proven-steps-plus-a-bonus-tip/

3. Redesigning your website? Check out “6 Steps to Minimizing SEO Impact During a Website Redesign.”http://www.web.com/blog/search-engine-optimization/6-steps-to-minimizing-seo-impact-during-a-website-redesign/

4. And, “Want to Build and Maintain a Loyal Customer Base? Try Email Marketing.”http://www.web.com/blog/internet-marketing/want-to-build-and-maintain-a-loyal-customer-base-try-email-marketing/


Build Your Business Online With Web.com

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Need help building your business online? Web.com provides a total Website & Online Marketing Solution

Contact: Web.com(866) 736-2011nfib.web.com

www.nfib.com/webdotcom


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Marketing Online: How to Get Found, Generate Leads, and ... · • If your business has been established in the same location for a while, then your local business listing probably