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A comprehensive guide for small business entrepreneurs to grow their business through online marketing solutions. THINQ covers a wide-spread approach to leveraging all available online marketing resources to get your brand and message to new prospective buyers. Low cost, low management, with a measurable results to evaluate how effective your marketing dollars are producing sales. Learn how more online marketing as traditional marketing channels, such as print ads, direct mail, cold calling, tv, and billboard ads are becoming outdated and ineffective.
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Online Marketing Solutions
Bryan Maggi
Online Marketer
THINQ, Inc.
August 28, 2010
A Guide to Growing Your Small Business Online
Online Marketing Plan
Agenda
• Identifying Your Goals
• Target Audience & their Buying Personas
• Website & Keyword Analysis
• Search Engine Optimization (SEO)
• Blogging
• Social Media Marketing
• Get Found, Convert, and Track!
Identifying Your Goals
1. Drive more traffic to website
2. “Yield more organic searches”
3. Generate more inquiries & referrals
4. Enhance branding (Value proposition)
5. Convert site traffic to leads
6. Analyze what’s working
7. Oh, and sell more Homes!
* Based upon Online Marketing Assessment results – July 2010
Target Audience & Buying Personas
1. 1st Time and New Home Buyer
2. Age Range: 25-55
3. Geo-Targeting• North Fulton County
• Forsyth County
• North Gwinnett County
4. Key in on Prospect’s Buying Signals• Price
• Quality
• Location
• Floor plans that fit their needs
5. Know the Buyer’s “Pain Points”
6. Align marketing to the Targeted client
“Why do you have a
Website?”
Billboard in the Desert
“Business Websites are for
lead generation.”
Your Small Business Website should:
1. Attract Website Visitors
2. Convert visitors into leads
3. Produce measurable ROI (leads & sales)
Website Grade vs. Competition
www.yourcompany.com
Competitor……………………………..
Competitor ……………………………………
Competitor ……………………………………..
Competitor ……………
Competitor ……………
How to improve our Scorecard?
1. Define a keyword strategy
2. Optimize the website (SEO)
3. Blogging & content creation
4. Social Media promotion
1. Keyword Strategy – 3 keys
• Search Volume – optimize large searches
• Relevance – keywords target audience is using to
search your product
• Difficulty or Competition – gage which site’s
rank for the first 10 slots on the first search page, their authority and relevance, and can we overtake them.
Keyword Analysis
3
Google’s Heat Map (the Triangle)
Pay Per Click (PPC) = 25% click rate
Organic or Natural
Search = 75% click rate
Organic or Natural Search Results
- 9th page result (best finish)
Landing Pages (PPC link for Alpharetta Homes)
2. Optimize the Website (SEO)
Goal – Increase the website’s chances of
ranking for those keywords.
SEO comes in two flavors:
1. On-Page SEO 2. Off-Page SEO
3. Blogging & Content Creation Blogging is SEO, and more
• Blogging helps with SEO, fresh content (Google loves)
• Blogging helps with Social News Sites
• Blogging helps with Social Networking Sites
• Blogging is Permission centric, not interuptive-based
• Free Blogger Platforms (Wordpress, Blogger, TypePad, Dupal)
4. Social Media Marketing (SMM)• Social Media helps with SEO
• Social Media promotes your Blog
• Social Media is permission based
• Another avenue for clients to find you
• Online community for shoppers
• Allows customers to communicate first
Facts- YouTube 2nd most search platform
- Facebook – 500 million users
- Twitter – seek out other buyer’s opinions
Track the ResultsAnalyze and Refine- Find the best method to Get Found and create customers.
- A/B Testing
- Have sales metrics
- Identify Opportunities
- Lead Nurturing
- Refine
- Evaluate
