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East Bay SCORE
For Local Business Owners
Getting Started with
Online Marketing
Please…• Turn cell phones on “vibrate”, silent or off
• Ask questions! This is meant interactive.
Agenda• 9:00 am Introduction• 9:15 am Buyer Personas (activity)
• (buyer persona slide & worksheet)• 9:45 am Effective Website Design
• 6 Essential website design principles• 10:00 am Generating Leads Online
• Search engine marketing (organic vs. paid)• Successful Keywords
• 10:30 am Break• 10:40 am Generating Leads Online Continued
• How to attract prospects to your website and convert them into customers
• A strategic approach to social media• Online reputation management• Measuring your marketing ROI
• 11:30 am Q&A and 1:1
Introduction
Who is WSI?• Founded in 1995 • 1,500 Digital Marketing Consultants• 87 Countries Worldwide• 12 Major Productions Centers Around the
Globe• Est. system-wide revenues in excess of
$100 million in 2014
Who is Luke Middendorf?• WSI Certified Internet Marketing Consultant
located in the San Francisco Bay Area• 17 years in technology and enterprise
software, ranging from technology start-ups to large enterprises
• Prior to WSI Luke lead the Western Region at Smartling, a software-as-a-service (SaaS) application devolved to help modernize and simplify the translation and localization process for global businesses and Web 2.0 companies.
• Previous to that Luke was on the leadership team at Vontu, an enterprise software solution focused on Data Loss Prevention (DLP), which was acquired by Symantec in 2007 for $350 million. At Symantec Luke was responsible for leading the DLP expansion into Latin America, completing projects in some of the largest accounts in Brazil, Mexico, Colombia, Chile and the Dominican Republic.
Introduce Yourselves
• Name• Type of business• What you want to get out of this
workshop.
Buyer Personas
Who Are you Selling to?
• Buyer Personas are:• Semi-fictional representations of your ideal
customer • Based on real data and some educated
speculation about customer demographics, behavior patterns, motivations, and goals.
Buyer Personas
• “Owner” of business• Started biz w/own
capital• Helps with sales,
finance, marketing, HR• Static company website• No CRM system• Wants to get more
leads and earn more money
• Needs easy to use tools• Wants his life to be
easier
• “Director/VP of Marketing”• 10+ years marketing
experience• Worries about “brand
presence” (colors, logos, fonts)
• Skilled at PR and branding• Website built for $25k with
firm• Uses Salesforce.com• Wants to learn inbound
marketing• Needs reports to show CEO• Doesn’t like to tinker
• CMO/VP of Global Marketing
• Manages high level strategic objectives from the C-Suite
• Biggest hurdles are organizational change rather than software
• Unhealthy relationship w/sales
• Wants software that can conform to the organization's unique needs
• Services and relationship just as important as the software itself
Why create buyer personas?
• Personas help identify where your ideal customers spend time on the internet – so you can be there too.
• Buyer personas guide product & service development.
• Personas help you create the right content.
Create Your Buyer Persona Worksheet• Name (Fictional)
• Title• Roles• Goals• Challenges• Demographics
• Age• Income• Education• Location
• What is their Story?• Job/Demographic,• Typical Day,• Challenges/Pain
Points,• Information Sources,• Common objections
to products/services.
Effective Web Design
6 Key Essential Website Design Elements1. Answer Who, What & How
• Your visitors should be able to tell who you are, what you do and how you can help them.
2. Clear call-to-action• Look at the top left corner. What do your customers see?• Contact information should be easy to find!
3. Content should be “customer” focused not “company”4. Responsive design
• 50% - 80% of traffic is mobile5. Optimized pages and content
• Keywords, meta descriptions, URLs• More on this in the SEO section
6. Clean, professional design• Horizontal navigation bar• Make it easy for information to be found!
Responsive Design - Desktop
Location Pages
Responsive Design - iPhone
Responsive Design - Desktop
Responsive Design - iPhone
Website Testing Tools
• Google Mobile Friendly Test• https://search.google.com/search-console/mo
bile-friendly
• Peek User Testing (test mobile and desktop versions)
• http://peek.usertesting.com/
Generating Leads Online
The Lead Funnel
Search Engine Marketing
• Search Engine Optimization (SEO)• Local Search Engine Optimization• Pay-Per-Click Advertising (PPC)
3 ways to rank
PPC
Local SEO
Classic SEO
Keyword
PPC (Pay-Per-Click)
• Ads created using Google AdWords• Bid on specific keywords• Good keywords have buying intent
Bad Keyword – TermitesGood Keyword – “Termite Inspection”
PPC (Pay-Per-Click)
• Advantages:• Can target specific geographic areas• Get to the top quickly• Can turn on or up or down or off any time
• Disadvantages• Costs money for each click• Easy to waste money
WHAT IS SEARCH ENGINE OPTIMIZATION (SEO)?• SEO is the process of improving your
website so that it attracts more visitors from search engines.
• Search engines need to find the most relevant, useful, trustworthy answers.
• They send “spiders” to crawl through the web searching for that content.
What Google cares about
Relevance• Relevant Content• Organized Around
Keywords• Findable by the engines
28
Popularity• Quantity of In-links• Quality of In-links• Social Sharing
Signals
On-Page Optimization
Off-Page Optimization
SEO STRATEGY
• Do keyword research.• Create content around your keywords.• Optimize content around a primary
keyword. • Build Local Directory Listings
Google AdWords Keyword Planner
SEO Optimized Page
Top Local Directories
• Google Places (aka Google+ Local)• Facebook• LinkedIn• Yellowpages.com• Yelp• Local.com• WhitePages.com• Manta• SuperPages• CitySearch
Google Listing Example
Break
www.wsi-connect.com
Generating Leads Onlinecontinued
The Lead Funnel
The Buyers Journey
AwarenessStage
Consideration
StageDecision
Stage
• Analyst reports• Research reports• eBooks• Editorial content• Expert content• Whitepapers• Educational
Content
Prospect is experiencing and expressing symptoms of a problem or opportunity.
• Expert guides• Live interactions• Webcase• Podcast• Video• Comparison
whitepapers
Prospect has now clearly defined and given a name to their problem or opportunity.
• Vendor comparison• Product comparison• Case studies• Trial download• Product Literature• Live demo
Prospect has now decided on their solution strategy, method, or approach.
Content Creation Map
Boring Industry Example 1
Boring Industry Example 2
Utilize the Power of Blogging
• The average company that blogs generates:
• 55% more website visitors.• 97% more inbound links.• 434% more indexed pages.
COMPANIES THAT BLOG GENERATE 126% MORE LEADS THAN THOSE THAT DO NOT
Survey N = 2,300 Source: HubSpot
The Social Media Big Five• Yelp
• 100 million+ monthly visitors• Facebook
• 1.23+ billion users• 757 million active every day (as of 12/2013)
• Twitter• 232+ million active users
• LinkedIn• 332+ million users (as of 11/2014)
• Google+• 540+ million active users
Managing Your Online Reputation
Social Media• Facebook• Twitter• YouTube• Google+• Pinterest• Etc.
Review/Business Listing• Yelp• Google Places/Maps• Yahoo! and Bing Listings
Managing Your Online Reputation• YOU have to manage it all before a bad
review happens.• You must claim and own all your review
and social media sites now, before someone creates or takes over your identity
Managing Your Online Reputation
Managing Your Online Reputation
Yelp Profile
Yelp for Businesshttps://biz.yelp.com
Opening & Operating a Restaurant
Custom Post• 143 Link Clicks• 4,842 Reached• $0.14 Per Link Click• $20.00/$20.00
Budget/Spent• Four Days – Ad
Duration
Linked continued…
Linked continued…
Measuring Marketing ROI
“Oh, it’s just on autopilot. We never look at it.”
“My Yellow Pages ad is $600/month. Should I renew my ad this year?”
“I spend $3,000 per month on PPC, but I don’t know if I need to spend that much.”
Measuring Marketing ROI• Install Google Analytics
• Originating Traffic• Underperforming Pages
• Bounce Rate• Content Performance
• Entrances and time on page• PPC Traffic
• Number of visitors are direct from paid Ads• Geographic Location
• Are you attracting visitors from your target locations or are they coming from Timbuktu?
Measuring Marketing ROI
Organic Traffic
PPC Traffic
Determine where your leads come from.• Ask your prospects where they heard
about your business.• Track contact form conversions.• Use call tracking number for specific
campaigns.
Q&A
Q&A
www.wsi-connect.com
62
Luke MiddendorfDigital Marketing Consultant
WSI Connect
Mobile: (415) [email protected]
www.wsi-connect.com
Questions?
63
Appendix
Keywords
• Add the keyword to the page title and URL.
• Add the keyword to the body, headers and image alt-text.
• Place the primary keyword in the meta description.
Social Media Do’s & Do Not’s• Build your brand• Build your
reputation• Engage in
conversations• Educate your
customers, clients• Offer free stuff or
advice
• Lead generation• Generating sales• Promoting your
sales, specials, discounts
“People buy into you before they buy from you!”
Social Media 80/20 Rule
“People buy into you, before they buy from you!”
Promote Oth-ers, Interesting
Information
Self Promote and Offers
Approaching Social Media
• Online conversations• Your customers are already talking about
you, whether you know it or not• You have 2 choices:
• Engage and Participate• Ignore it
Social Media Content• Create a content calendar:
• Blog posts• Press releases• YouTube or Vimeo videos• Any other content
• Create 5 tweets, and post them once a day on Twitter.
• Post articles, videos, PR to FB, LinkedIn, wherever else you’re connected.
Social Media Business PagesFacebook• Use a
business page• Not a
personal page
• Once you have 25 “likes” lock in your web address
• Promote articles, blogs, videos, press, etc.
Twitter• Follow people
who you want to connect with
• Promote other people• Re-tweet them• Tweet their
articles• Have online
conversations• Click-through
rate is very low
LinkedIn• Connect to
other business people
• Complete your online resume
• Get recommendations
• Join groups. Participate.
Your Competitor’s Digital Strategy• What audience are they
targeting?• Do they have compelling
content?• Read their services pages and
blog posts.• Do they have whitepapers or
eBooks available on-site?• Do they engage in video
marketing? Videos on-site?• Analyze their marketing
strategies• What are their focus keywords?
• Spyfu http://www.spyfu.com/• Keyword Spy
http://www.keywordspy.com/• What is the traffic volume for
those keywords?• Google Keyword Planner
• https://adwords.google.com/KeywordPlanner
• How well is their site ranked on search engines?
• moz.com/researchtools/ose
• Is their Google My Business page optimized?
• http://www.slideshare.net/HubSpot/8-tips-for-optimizing-your-google-page-posts-to-boost-seo
• Is their site compatible with mobile devices?
• Google’s Mobile Friendly Test https://www.google.com/webmasters/tools/mobile-friendly/
• Do they utilize email marketing?
• Is there a way to join their mailing list on their site?
• Analyze Social Media Engagement
• How many followers/fans/etc?• Facebook• Twitter• Pinterest• LinkedIn• Instagram
