Small Business Online Marketing Universe 2011

The Small Business Online Marketing Universe

The Small Business Online Marketing Universe

Domain Name Get one or more domain names based on your organization’s name (i.e. youcompanyname.com)

Domain Name You may want to get branded, keyword-based domain name(s) and redirect to your website (e.g. service-you-provide.com product-you-sell.com)

Do not abuse this tactic, it may backfire with search engines This practice is losing search engine relevance

Hosting Get a host that focuses on service, period.

(Do they even have their phone number listed?)

Other things to look for: Reliability Bandwidth

(How much traffic is ok?)

Location

(Multiple locations? Local?)

Green

(Sustainable energy source, or credits?)

Information Architecture Use index cards or mind-mapping to create the information structure of your website

Information Architecture Use simple diagrams to figure out where everything goes (a.k.a. “Wireframing�)

Information Architecture Think in terms of the user experience, then work on the visual design

Important Pages to Have This is close to the bare minimum static pages your website should have: About Contact

(use a form to keep spam in check)

Subscription form

(for mailing lists)

Services/Products Testimonials Policies Custom 404 Page

Keyword Research Find your long-term keywords These are competitive, common keywords in your industry

Keyword Research Find your medium-term keywords These are relevant to market or product categories, large niches within your industry

Keyword Research Find your short-term keywords These are typically related to very small niches, specific needs or events These are known as “Long-tail� keywords, and produce highconversion rates (More on keywords later)

Analytics: Traffic Get a Google Analytics account, enable it in your site Learn: where traffic is coming from what triggers it how long visitors stay

Analytics: Backlinks Use a service like Majestic SEO’s Site Explorer to learn where links to your website are coming from.

Analytics: Speed Use a service like Google PageSpeed to measure your website loading speed, and get recommendations on how to improve it

Content Marketing Strategy Use knowledge as a conversation starter Get prospects to: Know you Like you Trust you

Content Marketing Platform Use a Content Management System (CMS) Easy to use and update High Search Engine Optimization (SEO) value

Have professional custom templates made Beware: “Free” “Flash” “Proprietary”

Content Marketing Tactics Some ways you can offer content: Blogging Newsletter White Papers

(PDFs, ebooks)

Curated Content Infographics Case Studies Webinars Guest Blogging

Keep in Touch Select an Email marketing provider Don’t use your email Do have a branded email template

Have a subscription form on website Ask only for absolutely necessary info

(i.e. name, email address)

Keep in Touch Make RSS feed into an easy Newsletter Segment clients for better results

Social Media Marketing Drive traffic to your website (Your Online Marketing Hub)

Social Media Marketing Some Strategies: Build relationships Create brand awareness Shape brand perceptions Create buzz for campaign Customer service Create a following Form a support community Establish expertise Build trust Find leads Public relations Search engine visibility

The Largest Social Network Create a branded Page (not a personal profile)

Your options: Local Business or Place Company or Organization Brand or Product Artist, Band, Public Figure Entertainment Cause or Community

The Fastest Growing Network Create a Page

(not a personal profile)

+1 button and keywords in content may impact search engine results

The Google+ Page Your options: Local Business or Place Hotels, Restaurants, Stores, Places, Services

Begins w/ phone # Connects with Places

Product or Brand Consumer Goods and Services

Many categories, as well as “Brand”, “Product”, and “Service”

The Google+ Page Your options: Company, Institution, Organization

Many categories, inc.

“Company”, “Institution”, and “Organization”

Arts, Entertainment, Sports

Movies, TV, Music, Books, Sports, Shows

Other

Google+ Profiles Use personal profile as platform +1 button and keywords in content may impact search engine results

The Professional Network Personal and business profiles available SEO potential with use of keywords in profiles

The Professional Network Ask for recommendations (Add to Testimonials page)

Network Join/Own groups

(use to share your content)

Participate in discussions

Micro-blogging Create branded account(s) name(s) Tactics Share content Promote contests Spread useful information Build buzz

Video Powerful Search Engine Results (SER) (YouTube #2 search engine on the web)

SEO value in keywordrich descriptions Use rich content in short videos Provide compelling call to action

Video No camera? No problem.

Here are some ways to make your own videos: Export a Powerpoint/ Keynote presentation Export a digital photo album slideshow Use screen-capturing software to create video from your computer desktop

Review Sites Very good mobile Search Engine Results Great opportunity for brand management

Social Bookmarking Share content from the web with like-minded individuals.

Human-tagged content creates high-quality search results.

Create reputation of a good curator.

Online Publication Sharing Publish, share and promote presentations in an indexed, searchable environment (i.e.: PowerPoint, PDF, Keynote, OpenOffice)

Easy to embed in your website and cross-pollinate with other social media

Image Hosting Online Community Indexed, searchable environment with strong community involvement Strong integration with websites and other social media

The Original Social Media Participate, engage; become known, liked, and trusted Higher barrier of entry translates to higher ROI Share or link back to your content in other Social Media

Group Discounts Have people try and buy, build relationship upon that experience Very popular, potential viral effect Beware drawbacks (“Race to the bottom�, over-commitment, hidden costs, etc.)

Location-based Social Networks “Gamification” of rewards

(Discounts, Freebies)

Fully engaging

Social Media Marketing Drive Traffic to your website (Your Online Marketing Hub)

Social Media Marketing Drive Traffic to your website (Your Online Marketing Hub)

Help People Find Your Business Increase visibility in search engine result pages (SERPs) Targets people that are already looking for what you offer Two main models: Paid Free (almost)

Paid (a.k.a. Cost per click) Pay some other website to direct traffic to yours Two types: Flat Rate Bid-based

(Google AdWords, Facebook)

Free

(almost)

Relies on organic search results

(listings on SERP that appear because of their relevance to the search terms)

Requires Search Engine Optimization (SEO)

Small investment in SEO has potential for large ROI

Search Engine Optimization May target different kinds of search Image search Local search Video search Academic search News search Industry-specific vertical search engines

Search Engine Optimization Use your Keywords Home Page: Long-term Competitive Navigation / Category: Medium-term Relevance Page-level: Short-term Long-tail High-conversion

Search Engine Optimization On The Page Titles, Descriptions Site map Navigation Breadcrumbs Quality URLs Headlines and subheads Quality content Quality internal links Quality image “alt” tags

Search Engine Optimization Off The Page Quality external links

Social Signals Social Media Presence

The Small Business Online Marketing Universe

Mobile Marketing As mobile usage continues to rise, so does consumption of online content on mobile devices

Mobile Marketing Make sure your website is compatible with mobile devices or have a mobile-specific version of it

Mobile Marketing Interacts with all other forms of online marketing

Mobile Marketing User initiated Requires the express consent of the consumer to receive future communications

Mobile Marketing SMS (Short Message Service) Based on Shortcodes (relatively expensive) Consumer must opt-in to the service

“Advergaming�

Ad-funded mobile games

QR

(Quick Response)

Codes

Easy to initiate consumer engagement at a critical moment

The Small Business Online Marketing Universe

Copyright © 2011 Hernando (Nando) Cabán-Méndez, d.b.a. Creative Journeyman

Credits Search Engine Optimization Starter Guide –Google, Inc. Social Media Marketing University Noob Guide to Online Marketing – Unbounce.com 50 Ways to Maximize LinkedIn for Business – John H. Lee, bizivents.com Duct Tape Marketing Creative Journeyman

Credits Starry texture by zummerfish

Created with: Adobe Creative Suite Google SketchUp Apple Keynote

For more information and resources: On the web:

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