Www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: [email protected] How to Market Your Small Business

www.Vectec.org151 Enterprise DriveNewport News, Virginia 23603

Tel: 757-243-8700Fax: 757-243-8701Email: [email protected]

How to Market Your Small Business

(on the web)

David HoegermanOctober 2010

http://www.vectec.org/



Overview1) Marketing Strategies

2) Email Marketing

3) Search Engine Optimization

4) Social Networking

5) Resources & Monitoring Metrics




Overview 2.01) Marketing Strategies Basics

2) Email Database Marketing

3) Search Engine Optimization Marketing

4) Social Networking Web 2.0

5) Resources & Monitoring Metrics




Marketing Strategies Marketing Basics




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




Integrated Marketing Communications

• Carefully integrating the company’s many communication channels to deliver a clear, consistent, and compelling message.




Market Segmentation

• Process of identifying specific purchasing groups based upon their needs, attitudes and interests.




Email MarketingDatabase Marketing




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




Database Marketing

• List Segmentation – division on your customer and prospect lists into similar groups

– Demographic– Geographic– Behavior– Purchase history




Customized Emails

• Barnes & Noble

Textbooks marketed to students

“New from an author you know”




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.




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




Search Engine Optimization Search Engine Marketing




Optimization

• Search engines scan a page and analyze it for important information

• Quality and Relevance• Links• Content• Site Architecture




Relevance

• Title• Headline• Links• Content• File name




Sponsored Search

• All major search engines allow advertisers to purchase ads

• Segmented by– Search Query– Geographic– Demographics

• adwords.google.com• advertising.microsoft.com


http://adwords.google.com/

http://advertising.microsoft.com/



Vertical Search

• Local Listings• Real Estate• Products• News




Putting it Together




Social NetworkingWeb 2.0




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




Web 2.0 “Technographics”

www.Vectec.org/technographics


http://www.vectec.org/technographics



Web 2.0

• Social Networking– Facebook– Twitter

• User generated content– Testimonials and reviews– Comments– Forums– Blogs




Monitoring Metrics




Metrics

• 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.




“Regular” Stats Programs

• 30 day visitor tracking

Can give track number of hits and visitors as well as some navigational and referral data.




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 _____”




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.




Segmentation Tools

• With reports that allow greater segmentation, we can focus on characteristics of core customers




Goal Tracking

• Many analytical programs allow site owners to customize goal tracking.• Segmented by source for ROI Analysis• Segmented by keyword




Goal Tracking

• Many analytical programs allow site owners to customize goal tracking.

• Segmented by source• Goal Funnel Analysis




Metrics

• www.omniture.com

• www.google.com/analytics


http://www.omniture.com/

http://www.google.com/analytics/



Questions

CONTACT INFO:David Hoegerman

[email protected]




Resources

• www.omniture.com• www.google.com/analytics

• adwords.google.com• advertising.microsoft.com

• www.vectec.org/resources


http://www.omniture.com/

http://www.google.com/analytics

http://adwords.google.com/

http://advertising.microsoft.com/

http://www.vectec.org/resources












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.




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 palace


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http://www.fifeanddruminn.com/william-mary/

http://www.fifeanddruminn.com/about/



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.


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http://www.towncenterbraces.com/dr_waitkus/

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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!

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http://www.blueheronva.com/historic_real_estate/



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 Portal – A business listing / directory of all there is to do on the Eastern Shore.• Restaurants• Hotels• Attractions


http://www.easternshorevablog.com/

http://www.easternshorevablog.com/category/boating/

http://www.easternshorevablog.com/category/the-arts/

http://www.easternshorevablog.com/category/real-estate/

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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.


http://www.whitleyspeanut.com/prod_detail_list/Roasted_in_the_Shell_Peanuts/

http://www.whitleyspeanut.com/prod_detail_list/Virginia_Peanuts/



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.


http://www.virginiapeanuts.com/roasted-peanuts/

http://www.virginiapeanuts.com/

http://www.virginiapeanuts.com/peanut-types/

http://www.virginiapeanuts.com/



Reliance Staffing provides a highly selective matching of qualified employees to businesses throughout the Hampton Roads area. Employers depend on us. The best candidates aspire to join our ranks. How can we help you?

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http://reliancestaffing.com/employee-services

http://reliancestaffing.com/newportNews/

http://reliancestaffing.com/chesapeake/

http://reliancestaffing.com/suffolk/

http://reliancestaffing.com/virginiaBeach/



COATSsql has been designed by insiders of the Staffing Service industry. The system represents years of long term commitment and ongoing product improvement, development and research. While we believe we have one of the best human resource software products on the market, we do not intend to stop here.

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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.

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


http://www.vetbizresourcecenter.com/deploy.html

http://www.vetbizresourcecenter.com/financing.html

http://www.vetbizresourcecenter.com/certification.html

http://www.vetbizresourcecenter.com/transition.html



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Documents

Www.Vectec.org 151 Enterprise Drive Newport News, Virginia 23603 Tel: 757-243-8700 Fax: 757-243-8701 Email: [email protected] How to Market Your Small Business