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/