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Brought to you by JPMorgan Chase Four Ways to Grow Your Business Online

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Todays Presenters Frederick Vallaeys Google AdWords Evangelist Daniel Gallant Executive Director, Nuyorican Poets Caf 2

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Agenda 1.Why you should be marketing online 2.Four ways to grow your business using the web 3.How to measure your results 4.Small business success story: Nuyorican Poets Caf 5.Q&A 3

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Your Customers Are Online: Are You? 94% of consumers research products online before buying and 60% use search engines as their go-to online shopping resource. Most transactions still take place offline, but online research plays a large role. Source: 2010 Compete Online Shopper Intelligence Study 75% who are looking for a store, price or product information search online before or during a shopping trip. Source: 2010 Deloitte LLP Survey 97% use online media when researching products or services in their local area. Source: March 2010 BIA/Kelsey consumer tracking study 4

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Four Ways to Grow Your Business Online 1.Get found 2.Attract local customers 3.Be social 4.Offer deals 5

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#1. Get Found Google AdWords: Create ads for your business to be displayed above and beside Google search results Google Boost: Easily connect with customers who are near you Online directories: Make sure youre listed in the online phone books 6

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Google AdWords You pay only for clicks on your ad You control who sees your ad You control how much you spend Higher ad quality = lower cost 7 Ads (AdWords)

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Delving Deeper into AdWords: Optimize Your Efforts Keyword tips Dont be too general Use 5-30 closely related keywords per ad group Ad tips Always test multiple ads per ad group Provide information thats relevant to what users would search for Link to the most relevant landing page on your site Bidding tips Set a daily budget thats at least 10 times your maximum bid Bid at least the First Page Bid Estimate initially Campaign tips Use separate campaigns for content and display Target where your customers are located globally, nationally or regionally 8

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Google Boost: Connect with Customers Near You Create ads from a Google Places account that will appear among the Sponsored links on Google.com and Google Maps when someone searches for a business like yours. No bidding or keyword research is required! 9

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Directories: Be Sure Youre Listed Help Internet users find you easily by business name or category Choose the type of directory thats best for you Ensure your business information is accurate and as detailed as possible (with URL, hours, brief description) 10

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#2. Attract Local Customers Google Places: Tell local customers about yourself Google Tags: Stand out from the crowd Local review sites: Build on positive feedback 11

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Google Places: Tell Local Customers about Yourself 20% of searches on Google are related to location. How Google Places works: People search Google.com and Google Maps to find local businesses Business listings are gathered from sources including websites, yellow pages data, direct feed and submissions Google Places allows business owners to edit or add their information to put their best face forward through photos, videos, menus, reviews, coupons and more 12 Your business here

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Google Tags: Stand out from the Crowd Tags allows you to highlight a feature of your business your photos, menu, a coupon or something else that you would like to share with your customers. When someone searches for a business like yours, a yellow tag appears beside your listing and on the map of business locations: 13

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Local Review Sites: Build on Positive Feedback With so many consumers online, providing stellar customer service and standing by your products may offer a huge benefit: positive customer reviews. Good reviews can give you an edge over competitors and generate new business Any review good or bad can offer valuable insight 14

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#3. Be Social Social networking sites: Leverage your connections Location-based services: Help customers find you on the go 15

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Social Networking: Tap into Your Connections Spread the word about your business through your friends and contacts (and their friends and contacts) Build a base of fans and followers Offer exclusive deals Create community around your business Engage in dialogue with your customers Brainstorm ideas with like-minded users Connect with other professionals in your field or in related fields Expand your network and meet prospects by joining groups based on your interests Request introductions to potentially valuable contacts 16

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Help Customers Find You on the Go Why use a location-based service? Half of all U.S. wireless subscribers are expected to use smartphones by the end of this year* More shoppers are using their smartphones to look up business locations and find deals By promoting your business on location-based services, you can: Ensure smartphone users are seeing up-to-date, accurate information Offer promotions that can be seen by people near your business, perhaps drawing them in Encourage loyalty by offering discounts after a certain number of check-ins ) 17 *Source: Smartphones to Overtake Feature Phones in U.S. by 2011 (based on Nielsens Mobile Insights Survey), March 2010, http://blog.nielsen.com/nielsenwire/consumer/smartphones-to-overtake-feature-phones-in-u-s-by-2011/http://blog.nielsen.com/nielsenwire/consumer/smartphones-to-overtake-feature-phones-in-u-s-by-2011/

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#4. Offer Deals Group-buying sites: Theres strength in numbers 18

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Group-Buying: Strength in Numbers Whats in it for me? Group buying sites can expose your business to potentially hundreds (or thousands!) of new customers, with minimal or no advertising costs Most group-buying sites require a minimum number of purchases for a deal to become active, assuring you a business boost Some group-buying sites include incentives for visitors to share the deal with others Caution: Be prepared to offer discounts of at least 50% along with a commission fee to the service. 19

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20 Am I creating effective content? How do I improve site interaction? How can I make my marketing campaigns more effective & accountable? How are users engaging with my site? Google Analytics: Free, quick to install and easy to use Google Analytics Where and why are visitors abandoning my shopping cart? Google Analytics is one tool that can help you gauge the effectiveness of your efforts:

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Segment Your Traffic The ability to segment your traffic with analytics tools gives you valuable insights that can help you better target your efforts. Break down data to learn: The number of visitors (and customers) from a certain country, region or city How certain keywords and campaigns are performing in different geographic areas How much traffic keywords are driving to particular pages within your site and much more 21

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Fine-Tune Your Marketing Campaigns Along with analytics, websites such as Google Insights for Search can help make your campaigns more effective: Refine marketing messaging: Compare searches for specific words to see which resonate most with customers Determine seasonality: See when demand is likely to be highest for your products and services, so that you can plan accordingly Find new customers: Discover new potential markets by tracking the regions where search volume is highest for your products and services 22

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Stay Current with Google Alerts 23 www.google.com/alerts

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Online Marketing Resources Google AdWords Help: http://adwords.google.com/support/aw/http://adwords.google.com/support/aw/ Google AdWords Blog: http://adwords.blogspot.com/http://adwords.blogspot.com/ Google Places Help Center: www.google.com/support/places/www.google.com/support/places/ Google Tags Help Center: www.google.com/help/tags/www.google.com/help/tags/ Google Analytics Blog: http://analytics.blogspot.comhttp://analytics.blogspot.com Google Analytics Help Center: www.google.com/support/analytics/www.google.com/support/analytics/ 24

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Lets Recap There are many customers searching online for the products and services you offer. Be sure youre reaching them! Be found easily with services such as Google AdWords, Google Boost and online directories. Engage local customers through Google Places, Google Tags and local review sites. Tap into your social and professional connections through sites social networking sites to promote your business and find new opportunities. Give your customer volume a boost through group-buying sites. Be sure to measure your results along the way! 25

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Small Business Success Story Nuyorican Poets Caf Founded in 1973 as an informal gathering of poets and playwrights Gained a grassroots, word-of-mouth following; actors John Leguizamo, Rosie Prez, Rosario Dawson and others have been involved at formative points in their careers Today, the caf is a full-fledged professional arts venue hosting music, poetry, theater and visual arts performances 26

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Marketing Challenges Word of mouth was no longer bringing in enough new visitors Print advertising was no longer effective and did not allow for updating continuously evolving schedule People seemed to be misinformed about the venues location and events 27

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Action Nuyorican developed an online strategy to reach new audiences: Created a Google Place page Tapped social media Received a Google Grant offering free AdWords advertising Runs two AdWords campaigns simultaneously: General ad that includes the venue, neighborhood and types of events 28

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Results Through Nuyoricans online marketing efforts: Online ticket sales increased 30% Sales for specifically targeted events jumped as much as 50% Website visits are up 40% Staff members are seeing new faces at events, and donations have increased 29

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Q&A 30

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32 Learn more Visit the AdWords Online Classroom for more tutorialsAdWords Online Classroom Set up your AdWords Account Call 1-877-906-7955 to set up an AdWords Account and your first campaign Get Started with AdWords