basics of web marketing for small & local businesses
DESCRIPTION
Basics of Web Marketing for Small & Local Businesses, as presented to the Reynoldsburg Chamber by Oxiem Marketing Technology. Topics include basics of good websites, search marketing & seo techniques and social media marketing strategies.TRANSCRIPT
O X I E M | C O L U M B U S & S P R I N G F I E L D | T : 8 6 6 . 4 3 2 . 8 2 3 5 | O X I E M . C O M
Engaging Branding | Top Technology | Easy Manageability
> Sites that perform & convert visitors into customers
Holistic Web Marketing | Organic + Paid + Quality Metrics
> Continually managed, for traffic and conversion
Connect | Convey | Converse with Audiences
> Active dialog that creates a bond and advocacy
California Beef
Council
Successful
Website
Brand
Big
Thing
Little
Thing
Ease
• Your website captures and communicates an emotional
benefit to the visitor
• An immediate connection is made when the visitor enters
your website
• Is consistent with your overall brand and communication
strategy
• Creates a beautiful, highly-functional experience
Brand
The key elements of your website that carry
the weight when it come to success of the
website. Many times, these are the 2-3
things that top your list when thinking what
you want out of your website
Big Things
• Calendar of events
• E-commerce
• Photo galleries
• Blog
• Maps
• Menus
• News
Big
Things
• Live streaming of social media content
• Video integration
• Alert system
• Partners
These are the little touches to your website
that will potentially have high impact on
how your visitors perceive and interact with
your website. This is what separates your
website from other cookie cutter sites.
Little Things
• Navigation structure
• Font selection
• Creative copy
• Image selection and editing
• Icons
Little
Things
This includes both the easy of use for the
visitor, but also manageability for the
management to control and add website
content.
User Ease
• Well organized and intuitive navigation structure
• White space – avoid adding too much to the homepage
• Multiple ways to access one piece of information
Management/Staff Manageability
• High-functioning Content Management System (CMS)
• Ability to make edits and updates to your website without
the need of an IT expert
Ease
Active placement, negotiation and management of online marketing
programs measurably drive website traffic, quality of visit and conversion
• Organic Search Engine Optimization (SEO)
The process of enhancing a website’s content and code, along with
off-site positioning, that improves its visibility and ranking within
search engines.
• Paid Search Marketing (PPC)
Paid placement of ads (Sponsored Links) for select search phrases,
day parts and/or geographies when pre-defined keywords are typed
by a visitor
• CPM Advertising
Paid display advertising on news, entertainment, information or
reference sites (i.e. banners, towers, etc)
1. Participate in directories
2. Get lots of people to link to you
3. Know and use your keywords
4. Have good content that people want to read and share
5. Pay attention to your site analytics
6. Capture sales leads
7. Have opportunities for customers to take action
8. Make sure Google can see your site : no “gunk,” clear URLs
Q. What do you need to look at to know your site
is performing well?
1. Average time on site: 3-4 min. is good
2. Bounce/Abandonment rate: Less than 40% is
good, less than 30% is great
3. Visits: Steady growth is important
4. Pages per visit: At least 3
Targeted
Traffic Generated
Quality of
Visit
Conversion
• Buy now!
• Take a quiz!
• Fill out a form
• Ask a question
• Watch a video
• Download a brochure or
whitepaper
• Request more info
• Contact us form
Building a Keyword List
• Think like a customer
• Include spelling mistakes and variations
• Include plural and singular versions
• Cast a wide net. Refine, refine, refine.
• Long tail theory
Tools:
adwords.google.com/select/KeywordToolExternal
freekeywords.wordtracker.com
websitegrader.com
Key to Success: Fresh, high-quality content!
Tactics:
• Blog
• Whitepapers
• E-books
• Sharable content on your website
Title Tags
Title tags are the descriptions located at the top of the visitor’s web browser, and
they’re a strong indication to Google what each page is about.
Heading Tags
Heading tags are typically the biggest lines of text found toward the top of each page
H1 H2
H3
H4
• Google.com/LocalBusinessCenter
• Local.yahoo.com
• Yelp Business Account
• Superpages.com
Tips:
• Engage people in
conversation
• Share news
• Establish your expertise
• Be a real person
• Show personality
• Be interesting
Tips:
• Have a fan page
• Post contact information
• Seed discussion questions
• Share blog posts
• Post photos, tag them
• Let friends share what
they love about your
business
Tips:
• Share your expertise
• Recommend people
• More formal, business-oriented
• Join groups
• Participate in discussions
• Make it easy to contact you
• Link to your site
• Connect people –
and see who you know, knows.
• 80% Personal, 20% Business
• Be a resource and share interesting content
• Find ways to take the relationship offline
• Think long term!
thankyou
Oxiem Marketing Technology
oxiem.com
614.488.1812
Connect
@sparklegem
linkedin.com/in/crystalaolig
facebook.com/crystal.olig
google.com/profiles/crystal.a.olig