how to market your business online 11.10.10
DESCRIPTION
Webinar Slide presentation of How to Create Internet Advertsing that Drives Customers to Your Business.TRANSCRIPT
Dex One Webinar – Thursday 11.11.10Sound Check – GoLive! - Debrief
Registration update
Thursday’s logistics (Run GTM Wizard) then Rebooting PC or Mac
Sound Check: Mute Code if using landline
Chat function for Q/A
Poll & Slide flow & Q/A
Private sub conference
Splash screen
Record
All non panelists on mute
Open Items: Check and review all slide changes since Tuesday’ Transitions, cues
Per Chris, transition on slides 9 and 10 need to be adjusted
Review softball questions
Call to Action
Post webinar, 5 minute debrief, join us at
Dial (712) 338-7111 Password 728-187-434#, 1#
Create Ads that Drive Customers to Your BusinessSegment, Flow & Timeline November 11, 2010 – Updated 11.11.10 NOTE: For Internal Use Only the Audience Won’t See This
Time EST
1
Time MST Segment – Working Title Duration Presenter Status Notes
12:00 PM Welcome, Who’s Here?
Housekeeping
Roadmap for Getting Started
6 mins Mike Agron Set’s up webinar objectives & manages flow,
introduces & welcomes Chris Pistorious, mention
basics…
12:06 PM I. Understanding how
consumers search for local
info
13 mins Chris/Mike Mike introduces Chris, banter, then jump into topic,
covers: 1. What is a Search Engine?, 2. Poll#1 –
What Search Engine? 3. Global Stats 4. Why you
need to be online 5. IYP Screen Shot 6. Leads
Aren’t Created Equal 7 What impacts search results?
12:19 PM II. What Content Is Required to
Drive Traffic To Your
Website?
8 mins Chris/Mike Mike opens up part 2, 1. What content is required to
drive traffic to your website? 2. Title Tag Above the
fold of website 2. The Truth About SEO Providers 3.
4. Grading Your Website Content. 5. How to get
listed on a map 6. Ad Content is Impt.. 7. Landing
Page of Women’s Shoes , moves into #3
12:27 PM III How to Effectively Market
Your Business Online
8 mins 1. Best Practices 2. Out of the Box 3. Videos and
segue into final section, How to Track and Measure
your results…
12:35 PM IV. How to track and measure
online results.
Summary/Call To Action &
Poll #2
5 mins
2 mins
2 mins
1How to track online ads 2. Tracking and measuring
online Ads 3. Call Tracking Report 4. Summary -
Road Map 5. Poll #2 6. Additional Resources
12:44 PM
12:58 PM
Ask the Experts Panel
Adjourn and go to black
14 mins Chris/Alon &
Mike
Introduce Alon, bring back Chris…
2
Create Internet Advertising That
Drives Customers To Your Business
Welcome!Thursday, November 11, 2010
11 am - Noon (Pacific) Noon - 1 pm (Mountain)
1 pm - 2 pm (Central) 2 pm - 3 pm (Eastern)
Moderator: Mike Agron, Executive Webinar Producer, WebAttract
Audio is available via landline or VoIP
For VoIP: You will be connected to audio using
your computer’s speakers or headset.
For Landline: Please select Use Audio Mode
Use Telephone after joining the Webinar.
US Attendees dial 312-878-0211
Webinar ID: 888-870-675
Chris PistoriusSr. Internet Manager
Dex One
Alon HartuvDirector
Product Management
Business.com
A DIVERSE AUDIENCE OF OVER 1000
Who’s here? A diverse audience of over 1000
professionals registered from 34 States
representing a variety of businesses
Roadmap To
Create Internet Advertising That
Drives Customers To Your Business
5
Search
Traffic
Market
Measure
HOUSEKEEPING TIPS
How to Ask a Question?
Create Internet Advertising That Drives Customers To Your Business
7
Chris PistoriusSr. Internet Manager
Dex One
Understanding How Consumers
Search For Local Information
8
9
A search engine is a giant database of many Web pages
and generally returns the result of a search ranked by that
search engines’ indexing criteria.
The formula (called algorithms) varies widely between
search engines and frustratingly enough seems to get
modified depending upon which way the wind is blowing.
What is a Search Engine?
Audience Poll #1
10
(Please choose one)
• Ask.com
• Bing
• Yahoo
• Other
Which Search Engine do you use the most when performing a online search?
Current Research Shows:
11
Most consumers choose the following for online searches…
Why It’s Critical For Your Business To Be
Found & Chosen Online
12
• 40% of search engine users do not have a specific business name in
mind*
• 31% of consumers now use Search Engines as their primary resource
for local business information**
• Local searches have doubled in the last two years to over 6 billion***
• In the past 30 days, 24% of consumers used Internet Yellow Pages*
• Users of the Internet Yellow Pages spend about 35% more than the
general consumer****
* The Y Advantage, Knowledge Networks, 2008.
** TMP Directional Marketing, Local Search Study, 2008.
*** Comscore search Local IYP Combo Reports,
**** CRM Associates, 2009.
Understanding How Customers Search
13
Internet Yellow Pages Are:
• An electronic version of a local Yellow Pages Directory
• Typically in a “search engine” type format
• More options and localized service providers
Understanding How Customers Search
14
CRM Associates, Marketing Sharpa Benchmark Report, 2010, Direct Marketing Associates 2010 Report
VALUE: Call or Click Intend to Make a
Purchase
Print 80% 85%
Internet Yellow Pages 68% 75%
Search Engine 3.2% 2%
Leads Aren’t Created Equal
Understanding How Customers Search
15
Free Placement vs. Pay Per Click
Pay Per Click
Pa
y P
er C
lick
63% of consumers performing a search will
click on organic results vs. a paid listing.Source: Enquiro, Marketing Sherpa, Oct, 2004
Over 100 Factors can influence search results
As far as Google is concerned, most SEO
experts focus primarily on 3 factors
16
What Impacts Free Search Results?
Relevance Popularity Authority
What Content Is Required To Drive
Traffic To Your Website?
17
Information that falls
above the fold
Contact Information
Title TagBusiness
Description
Products & Services
(keywords)
18
19
The Truth About SEO Providers
http://www.entrepreneur.com/magazine/entrepreneur/2010/february/204594.html
Free website diagnosis tool
www.websitegrader.com
20
Grading Your Website Content
Using this tool can immediately add value to your web site.
21
How To Get Listed Next To A Map
www.local.yahoo.com
www.bing.com/local
www.google.com/places
(Recent Changes!)
One Way To Promote Your Business –
Pay Per Click
22
Pay Per Click
Pa
y P
er C
lick
23
PPC Results for “Denver Personal Injury Attorney”
Headline should not be the name
Good example of a headline
Ad Content is Important !
Title your ads relevant to the search
24
Landing Page Examples
25
Best Practice –
General or Specific Keywords
Real Estate; Chicago Real Estate; Affordable Quality Homes in Arlington Hts IL
$10 $3 $.57
IL
26
“Out of the Box”
Ways to Market Your Business
27
Everybody Loves to Watch Videos
Source: The Kelsey Group. Anecdotal CTR uplift based on
Brownbook, eLocalListing and Weblocal.ca stats.
How To Track Online Ads
28
29
Tracking & Measuring Online Ads
www.google.com/analytics
Sample Website Tracking Report – Google Analytics
DexKnows.com Example
30
Call Tracking Report
Check out your listings & profiles on IYP sites like Dexknows
Find authoritative websites willing to link to your site
Ensure that your title tag is well written
Get your important info above the fold
Get your business on the map!
Track your results
31
Search
Next Steps:
Poll #2
I am interested in learning more about new solutions
for marketing my business. (choose all that apply)
I am interested in learning more about:
Online coupons
Online business profile
Online Videos
Building a Website
All of the above
32
33
• www.google.com/places
• http://www.entrepreneur.com/magazine/entrepreneur/2010/february/204594.html
• www.websitegrader.com
• www.google.com/analytics
• www.Dexknows.com/advertise
For More Information on “Creating Advertising That Drives
Customers To Your Business” please contact us at:
[email protected] or visit www.dexone.com/advertise
[email protected] or visit www.Business.com
Additional Resources:
34
Ask The Experts – Q & A
Create Internet Advertising That Drives
Customers To Your Business
Alon HartuvDirector
Product Management
Business.com
Chris PistoriusSr. Internet Mgr
Dex One
[email protected] or visit www.dexone.com/advertise
[email protected] or visit www.Business.com