Promoting your Business:Online and Offline Strategies

Matt Hettche, Christopher Newport UniversityDavid Hoegerman, Vectec

THE 10 GREATEST MARKETING TECHNIQUESRichard Gerson

# 1: USP and UMP

• Unique Selling Proposition– Why people purchase your products or services

• Unique Marketing Position– What position you hold in your customer’s minds

What’s your USP and UMP?

#2 Recall and Reactivation Programs

• The cost of recall and reactivation is minimal, compared to overall new customer acquisition costs.

What are you doing now or in the near future to recall/reactivate?

#3 Customer Recognition and Reward Programs

• Thanks you• Post cards• Emails• Bulletin Board

What’s your recognition and rewards strategy and is it working?

and the rest . . . . . . . . .

#4 Letter of news#5 Community Service Tie-In#6 Public Image, Identity, and Reputation#7 Direct Response Advertising# 8 Sampling, Discounts, and Coupons# 9 Service Guarantees# 10 Everybody Sells and Everybody Services

Groundswell Insight # 1

Concentrate on the relationships, not the technologies

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Groundswell Insight # 2

“A strategy that treats everyone alike will spell failure– people aren’t alike and won’t respond in the same way” (pg 40).

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Before You Launch…

• Content • Images• Error Checking• Integrated Marketing• Local Search

Content is King, Queen, Prince…

• People will not come to your site just to give you their money, they are coming for a reason

• Give them a reason to – Come to the site– Refer a friend– Come back

Images

• Images can tell more about a product than volumes of text. They can also be used to communicate moods and feelings.

Error Checking

• With the exception of slow loading pages, nothing is more annoying than a site with errors.

• Check site in main browsers (IE, Chrome, Firefox)

• Tools– validator.w3.org/checklink - Checks for broken links– validator.w3.org – Coding errors– www.google.com/webmasters/tools/– www.bing.com/toolbox/webmasters/

Integrated Marketing• Place your URL on all other

marketing material

• Add URL to email signature file

• Refer prospects to website for more information

Local Search • All 3 major engines

allow businesses to create free local listings

• www.google.com/local/add • listings.local.yahoo.com/csubmit• bing.com/listings

• No Website Needed!

Marketing an Existing Site

• Email• SEM• Link Building• Web 2.0 / Social Networking• Metrics

Email Marketing

This is content that is distributed to subscribers by email on a regular basis, at no cost to them.

Opt-in email newsletters ranked number 3 of 12 (behind print and TV) as most trustworthy and least annoying.

Business 2.0

www.ConstantContact.com

Search Engine Optimization

• Relevance• Pages contain information

about the search term• Site has links from other

relevant sites• Quality

• Error Free• Loads Quickly• Links from other quality sites

SearchEngineLand.com SearchEngineWatch.com

Search Engine Advertising

• Search engines allow advertisers to place ads on search results pages.

• Ads based on:– Targeted key phrase– Max bid– Ad quality– Ad performance

SearchEngineLand.com SearchEngineWatch.com

Linking

Create good content, link to great content and great content will link to you.

About 30% of all sites make up the core - those that consistently share links and traffic. The rest are either

origination sites, termination sites or isolated sites.

SearchEngineLand.com SearchEngineWatch.com

siteexplorer.search.yahoo.com

Web 2.0

• Technology:– Reviews– Forums– Blogs– SNS

• Facebook • Twitter

• Goals:– Talking– Listening– Communicating– Energizing

Talking vs. Shouting

Metrics• Plain and simple,

better reporting allows us to make better business decisions.

• Efforts can be streamlined to maximize ROIwww.omniture.com www.google.com/analytics/

Supplemental Information

• I’ve included many slides showing examples of how some content is “optimized” for search engines. The process involves making minor revisions to content to ensure keywords are included and adding links to other pages within the text.

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• Planning Ahead for Deployment• Financing Your Business• Contracting and Certification• From Boots to Business

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