increasing traffic brown bag workshop aug 2012

Part of the Internet Marketing Series The Essentials All Small Businesses Should

Know

Presented by

Copyright Calibrate Marketing & Mentoring 2011 2

What if your prospects:

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• Knew everything you did about your products and services

• Understood the differences between you and your

competition

• Recognized why you did it your way

• Saw the value in your prices

• Had spoken to past clients

• Had been referred to you by a trusted friend

• Found you easy to do business with

• Had expectations that could be easily met

• Trusted you in the first meeting

• Only called you when they had an actual need and budget


Major Traffic Channels of an Internet Marketing System

• Organic Search Results

• Localized Search SEO

• Pay-Per-Click Ads: Google Adwords, Bing Ads, Yahoo Network SEM

• Image Ads on Search Engines, Social Media sites and third party websites Display Ads

• You Tube, Vimeo,

• Text ads on Video site

• Video on SEM

Video Marketing

• Listing in local, industry and demographic directories Directory Marketing

• eNewsletters

• Product Specials & News E-Mail Marketing

•Article Marketing on third party websites

•Press Releases

•Guest Blogs Content Marketing

•Using blogs, Facebook, LinkedIn, Twitter and other sites to influence brand perception Social Media

•Print ads, billboards, radio ads, tv ads, trade shows and direct mail that have links to your website. Offline Media

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3


Internet Marketing Concept

The Website Contains the Message

Drive the Message to the Market with “Bridging” Strategies ◦ Search

◦ E-mail

◦ Social media

◦ Ads

◦ Blogs / Article Marketing

◦ Traditional Marketing

At the Website, Generate the Lead with Call-To-Actions

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Internet Marketing Includes:

Creating interesting, useful or educational content

Sharing content to drive traffic to the website

Engaging the visitor repeatedly

Make it easy to convert prospects to customers

Staying in touch with the customer

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• Content is Shared through Networks

Share

• As content is shared, links are built to the website

Links • Creating improved search engine ranking as well as social buzz and referral traffic

SEO


Where Does Traffic Come From?

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Example: Prior to SEO Campaign

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Example: After SEO Campaign

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2012Traffic Sources to BCC website

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158 184

115 111 118 77

148 137 127 80 75

117

203

139 146

298

398

329 318

366

320

323 370 389

232 219

262

314

296 271

42

72

85 65

66

91

76

61 60

33 26

64

58

61 71

0

0

0

0

0

0

0 0 0

0 0

0

10

31 14

Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12

Traffic Sources

Direct Search Referral Other

Copyright Calibrate Marketing & Mentoring 2011 10 8/8/2012 10

0 50 100 150 200 250 300 350 400 450 500

Brookfield connecticut businesses

Brookfield gala 2012

best of brookfield ct 2011

brookfield gala pictures

Brookfield, CT businesses

kevin archer brookfield ct

peter brady brookfield ct

"candlewood inn" brookfield ct "march 10, 2012"

2012 brookfield ct concerts

best of brookfield brookfield ct

robert davis total digial solutions llc

susan merlo

bni business bobcats

kevin archer brookfield ct structure engineer

simon candlewood in brookfield

susan merlo brookfield ct

"ben eison" Searches by Keyword Phrase


0 20 40 60 80 100 120 140

alanticintelligence.net

alewebsocial.com

amemory4you.com

americantowns.com

AOL mail

brookfield.patch.com

brookfieldct.gov

cbia.com

charter.net

constantcontact.com

cvent.com

en.wikipedia.org

events.r20.constantcontact.com

expo.biztimes.com

facebook.com

goodsearch.com

google.com

hometownphonebooks.com

m.facebook.com

mail.yahoo.com

mynews.hcfg.homestead.wellsfargo.com

officialusa.com

search.mywebsearch.com

switchboard.com

tinyurl.com/WebMonitization

Referrals

Feb-11

Mar-11

Apr-11

May-11

Jun-11

Jul-11

Aug-11

Sep-11

Oct-11

Nov-11

Dec-11

Jan-12

Feb-12

Mar-12

Apr-12


What does Analytics do for you

Make better decisions about marketing strategies

Become more goal-driven

Eliminates waste

Rewards success

Enables planning for the future

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Before Starting Any Marketing Campaign,

Install Google Analytics


Creating Content

Make Sales Easy

◦ In-Depth, Targeted Product

Information

◦ Unique Value Proposition

◦ Case Studies & Examples

◦ Testimonials

◦ Frequently Asked Questions

◦ Set Expectations of the Deliverables

◦ Consider what an “ideal prospect”

should do next

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• Knew everything you did

about your products and

services

• Understood the differences

between you and your

competition

• Recognized why you did it

your way

• Saw the value in your prices

• Had spoken to past clients

• Had been referred to you

by a trusted friend

• Found you easy to do

business with

• Had expectations that

could be easily met

• Trusted you in the first

meeting

• Only called you when they

had an actual need and

budget


A special word about “Blogs”

Blogs were introduced so non-techie’s could add web information easily

CMS systems, like WordPress and Joomla allow these updates to websites

Blogs have evolved to be similar to editorials:

◦ First person

◦ Opinions

◦ Allow feedback

◦ Timely

◦ No-menu, organized by recent published and categories

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SEO Relevance: Where to start?

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Determining Keywords

Build a Keyword Strategy

◦ Create a list of 3 to 5 keywords relevant to your

business, product or service

◦ Select keywords based on relevance and

competitiveness Use Google’s Keyword Tool to find approx. # of searches and

competitiveness

Use “Insights from Google” to see past trends for specific keywords.

Develop each webpage around keywords

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Keyword Research Tool

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How do I use the Keyword Tool to get

keyword ideas? You can search for keyword ideas by entering a keyword

related to your business or service or a URL to a page containing content related to your business or service.

Or, you can go straight to filtering keyword categories. You can use one or the other or both together; the tool is completely flexible depending on how you'd like to use it.

Things to try: ◦ Click Advanced options to further refine your search, for

example, by country, language, or mobile search.

◦ Select or deselect the keyword match type checkboxes to further refine your search in the main browser pane.

◦ Click the Columns button above the results table to customize the columns you see within your results data.

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Google Insights

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1.) Traffic From Search

Three Types

◦ Paid

◦ Local

◦ Organic

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What to Optimize? Two types of Search Engine Optimization

◦ Organic SEO

On-Page SEO – One time typically

Off-Page SEO – Continuous

◦ Local SEO – Still evolving

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How competitive?

Are your keywords

“Local-Intent”


Title Tags

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Web-Page Title Tag • Most Important Part of SEO

• Put Keywords in the beginning of

the title

• Only displays 64 to 69 characters


Keyword Usage: Meta-Description

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Keyword Usage: Heading / H1 Tag

• Use only Once

• Include Targeted Keywords Required

• Exact Match Key-phrase

• Place Key-phrase in Front

• Match Title Recommended

• Use a News, AP, Blog or Buzz-word headline

• Be too witty

• Use Headings for style only Do Not

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Keyword Usage: Image ALT tags

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Off-Page SEO

If all On-Page SEO is equal, than Off-Page

becomes important

Off-Page = Links from other websites to your

website

“Expert” status

Link phrase has a lot of importance

Look for citations as well

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Be the source for other domains

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Local SEO

Starts with a listing in Google Local (now Google

Plus business)

Google has compiled a list of local businesses

from yellow pages and other directories

Claim your business!

Make sure your categories are correct

Consistency in all your listings

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If Cannot Organically or Locally Optimize,

Then Use Paid Search Google Adwords

Pay per Click

Position is a competition between $$$ and Relevance

Hyper-local and targeted

Tips:

◦ Specific Landing Pages

◦ Long Keyword Phrases

◦ Careful of ”Broad” keywords

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Use the “goldilocks principle” to pick keywords

Don’t make keywords too hot or too cold. Make them just right

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Vacation Florida vacation rental 3 br vacation rental

grayton beach

Tax Tax preparation nashville Tax preparation service

nolensville rd

Store Dvd storage Faux leather storage for

dvd box sets

Bags Handmade leather bags Handmade black croc

leather handbags

accounting Cheap accounting software Accounting software for

pet-sitting business

Too General Just Right Too Specific


Step Four: Promote

Use e-Mail, Social Media, and Press Releases to

reach prospects where they are

Create a “bridge” from where they are to your

website

Target the message to the audience

Informative, Relative and Timely

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Promote with e-Mail

Use abstracts and

summaries, with links to

full content on website

◦ Track links and include

code for seeing in

Analytics

◦ “Bucket” people who click

links to target specific

interests

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Get More From e-Mail

Use Subject Lines for

Qualified Opens

Identify the Audience

Subject Line should

relate to content

Restate Subject as

Title of e-mail

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Promote with Social Media

It’s a branding and notification tool

Include images in posts, link-back to website for details.

Consider similar to a mailing list ◦ Social Media ads to

build contact list, not get customers

◦ Each platform has their own rules for building lists

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LinkedIn is Similar to Twitter and Facebook

Can contain a URL Link

• Pushes out to your Network

• A History shows in your Activities on your Profile

Social Media Timeline / Status / Wall


A special word about Google+

Google + uses “+1” for liking.

“+1” results will show in Google search results

We buy from people we know

◦ A “+1” is like a recommendation from a friend

◦ I can see how a business communicates with their customers before buying

“+1” comments are also in search results

Add “+1” to every webpage, link website to +1 local page.

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Content Marketing

Original Content

◦ The website that first posts will get SEO credit.

◦ Post to your website first!

Send directed abstract to Press Release and

Article Marketing sites, with link to website for

more information

Submit Articles and Events to Online Papers such

as the Patch.com and DailyVoice.com

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Directory Marketing

Search for Industry, Location, and Demographic

Directories

◦ “CT Business Directory”; “Small Business Marketing

Directory”; “Professional Women Directory”

Do Keyword search, then search for top listings

web addresses, scan results for directories.

Make sure NAP is accurate and consistent

◦ Business Name, Address & Phone

Use getlisted.org for more ideas.

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Traditional Marketing

Link to Internet Marketing to track results

QR Codes for mobile users

◦ Add a QR Code to a print ad or poster for additional information

◦ Link to Contact information, online video, registration page

Obtain special offers from direct mail online with a dedicated web address

Don’t just repeat the marketing online

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Q & A

Thank You!

Can I Answer Any

Questions?

For a copy of this presentation, please e-mail

[email protected]

8/8/2012 44


Our Mission: Help small businesses establish and self-manage their Internet Marketing programs

Services: Six Course Mentoring Workshops

Start-up and Small Business Website Development

Website Conversions to CMS Systems

Monthly Marketing Services

◦ Content Posting to websites, blogs, social media, video & PR sites

◦ E-mail Marketing

◦ Event Marketing for Trade Shows and Seminars

◦ Marketing Strategy Development

8/8/2012 45


Jon Dupree

[email protected]

203-297-7043

Calibrate Marketing & Mentoring

8/8/2012 46

mailto:[email protected]

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