Download How to Market Your Small Business

www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
How to Market Your
Small Business
(on the web)
David Hoegerman
October 2010
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Overview
1) Marketing Strategies
2) Email Marketing
3) Search Engine Optimization
4) Social Networking
5) Resources & Monitoring Metrics
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Overview 2.0
1) Marketing Strategies Basics
2) Email Database Marketing
3) Search Engine Optimization Marketing
4) Social Networking Web 2.0
5) Resources & Monitoring Metrics
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Marketing Strategies
Marketing Basics
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Branding
vs.
Direct Marketing
• Branding aims to build awareness or create an
image so that when the time comes for a
consumer to make a purchase, the brand is
considered.
• Direct marketing aims to obtain an immediate
response
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Integrated Marketing Communications
• Carefully integrating the company’s many
communication channels to deliver a clear,
consistent, and compelling message.
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Market Segmentation
• Process of identifying specific purchasing
groups based upon their needs, attitudes and
interests.
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Email Marketing
Database Marketing
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Database Marketing
• Email Marketing - promotion of products or services via
email.
• Spam - sending unsolicited bulk messages indiscriminately.
• Email Blast - electronic mailing, sent all at once to a large
mailing list.
• Database Marketing - form of direct marketing using
databases of customers or potential customers to generate
personalized communications
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Database Marketing
• List Segmentation – division on your customer
and prospect lists into similar groups
– Demographic
– Geographic
– Behavior
– Purchase history
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Customized Emails
• Barnes & Noble
Textbooks marketed to students
“New from an author you know”
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Customized Emails & Mailings
• Red Cross Donor Profile: Me
– Demographic & geographic
– Donation record & blood type
• Targeted Communications
– O Pos Double Red
– Timed to coincide with optimal donation schedule
– Informs of drives near my home that offer the
services I use.
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Customized Emails
• Williamsburg Travel
– Customers within 3 hour drive time receive offers and
announcements for weekend getaways and special
events
– Customers farther than 3 hours away are marketed to
with incentives for family vacations
– Customers with children are shown different
promotions
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Search Engine Optimization
Search Engine Marketing
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Optimization
• Search engines scan a page
and analyze it for
important information
• Quality and Relevance
• Links
• Content
• Site Architecture
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Relevance
•
•
•
•
•
Title
Headline
Links
Content
File name
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Sponsored Search
• All major search engines allow
advertisers to purchase ads
• Segmented by
– Search Query
– Geographic
– Demographics
• adwords.google.com
• advertising.microsoft.com
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Vertical Search
•
•
•
•
Local Listings
Real Estate
Products
News
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Putting it Together
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Social Networking
Web 2.0
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Web 2.0
• Web 2.0 - is commonly associated with web
applications that facilitate interactive
information sharing, interoperability, usercentered design, and collaboration on the
World Wide Web (Wikipedia)
• In a nutshell… user generated content and
networking
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Web 2.0 “Technographics”
www.Vectec.org/technographics
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Web 2.0
• Social Networking
– Facebook
– Twitter
• User generated content
–
–
–
–
Testimonials and reviews
Comments
Forums
Blogs
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Monitoring Metrics
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Metrics
• This may seem self evident, but monitoring
customer behavior does us no good in and of
itself
• Actionable Data
– What goes right? (Repeat and Capitalize)
– What goes wrong? (Fix or Eliminate)
– Eliminate the guess work by tracking marketing
efforts.
– Maximize your revenue and ROI.
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
“Regular” Stats Programs
• 30 day visitor
tracking
Can
give track number of hits and visitors as
well as some navigational and referral data.
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Aggregated Tracking
• Tracking Key Performance Indicators on overall
site usage gives us general trend information
– “we have more visitors this month than last”
– “visitors are spending more time on our site”
– “the most popular area of the site is _____”
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Advanced Tracking
• Most professional reporting packages track sales,
conversions, and advertising campaigns in much
greater detail.
• Can track a visitor over the course of years.
• Better information gives the business owner the
ability to make better decisions.
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Segmentation Tools
• With reports that allow greater segmentation, we
can focus on characteristics of core customers
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Goal Tracking
• Many analytical programs allow site owners to
customize goal tracking.
• Segmented by source for ROI Analysis
• Segmented by keyword
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Goal Tracking
• Many analytical programs
allow site owners to customize
goal tracking.
• Segmented by source
• Goal Funnel Analysis
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Metrics
• www.omniture.com
• www.google.com/analytics
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Questions
CONTACT INFO:
David Hoegerman
[email protected]
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Resources
• www.omniture.com
• www.google.com/analytics
• adwords.google.com
• advertising.microsoft.com
• www.vectec.org/resources
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
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.
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
When visiting the area, why drive to a hotel when the Fife & Drum Inn is just a few short
steps away? Our inn is conveniently located in the midst of everything you want to see
and do. We are just 2 blocks from the WM admissions office and the historic colonial
governors palace.
When visiting Colonial Williamsburg or The College of William & Mary, why drive to a
hotel when the Fife & Drum Inn is just a few short steps away? Our inn is the most
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you want to see and do. We are just 2 blocks from the WM admissions office and the
historic colonial governors palace
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Our patients come to us from several sources which include Family Dentists, friends of
patients, other family members in treatment, co-workers, our "in-house" marketing
program, and referring insurance companies. We are ready to greet you when you
contact us, and would be pleased to be your orthodontic provider.
Our patients come to us for braces or orthodontist services from several sources which
include Family Dentists, friends of patients, other family members in treatment, coworkers, our "in-house" marketing program, and referring insurance companies. We are
ready to greet you when you contact us, and would be pleased to be your orthodontic
provider in either our Hampton or Virginia Beach office.
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Breathe Healthy® masks utilize the state of the art, hospital safe, non allergenic, Aegis hitech performance antimicrobial treatment that lasts for the life of the mask. They have
been tested by a leading lab to filter down to 1.0 micron, and when adjusted to fit snugly,
help to protect against irritants and effluents from coughs and sneezes (which, of course,
could contain flu viruses) and many of the particles that pollute the air (all 1.0 micron or
larger).
Breathe Healthy® germ and allergy masks utilize the state of the art, hospital safe, non
allergenic, Aegis hi-tech performance antimicrobial treatment that lasts for the life of
the mask. They have been tested by a leading lab to filter down to 1.0 micron, and
when adjusted to fit snugly, help to protect against pollen, dust, pet hair & dander,
allergens, mold spores, many bacteria, effluents from coughs and sneezes (which, of
course, could contain flu viruses) and many of the particles that pollute the air (all 1.0
micron or larger).
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Blue Heron can help you define and locate your ideal property. So whatever lifestyle
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www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Find out more!
Find more information on:
• Virginia Eastern Shore Blog – This is where we get to brag about all the wonderful
happenings here! (boating, the arts, real estate, ect.)
• Virginia Eastern Shore Portal – A business listing / directory of all there is to do on
the Eastern Shore.
• Restaurants
• Hotels
• Attractions
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Whitley's "Home-Cooked" peanuts have a wonderful, crunchy freshness and distinctive
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roasted to perfection. We choose only the highest quality, super extra-large peanuts
which are hand selected for their size and freshness. Each batch is individually cooked
with proven, traditional recipes to ensure the crisp, fresh flavor and unique taste for
which our peanuts are famous.
Whitley's "Home-Cooked" peanuts have a wonderful, crunchy freshness and distinctive
flavor because our peanuts are still made the old-fashioned way-hand cooked, slowly
roasted to perfection. We choose only the highest quality, super extra-large Virginia
peanuts which are hand selected for their size and freshness. Each batch is individually
cooked with proven, traditional recipes to ensure the crisp, fresh flavor and unique taste
for which our peanuts are famous.
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
To be roasted in the shell, peanuts are cooked at medium heat for about 15 minutes.
They may be plain roasted or seasoned roasted-in-the-shell. To season peanuts in the
shell - prior to roasting- the peanuts are washed and then the seasonings, which are
dissolved in water, are forced through the shells by a pressure process.
To be roasted in the shell, Virginia peanuts are cooked at medium heat for about 15
minutes. They may be plain roasted or seasoned roasted-in-the-shell. To season peanuts
in the shell - prior to roasting- the Virginia peanuts are washed and then the seasonings,
which are dissolved in water, are forced through the shells by a pressure process.
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
Reliance Staffing provides a highly selective matching of qualified employees to
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www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
COATSsql has been designed by insiders of the Staffing Service industry. The system
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development and research. While we believe we have one of the best human resource
software products on the market, we do not intend to stop here.
COATSsql staffing software has been designed by insiders of the Staffing Service
industry. The system represents years of long term commitment and ongoing product
improvement, development and research. While we believe we have one of the best
human resource software products on the market, we do not intend to stop here.
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
This site contains easy-access video guides that provide compact information and
training. Each segment has a video, between 3 and 5 minutes long. Controls to start,
pause, stop, and adjust volume are located just below the viewing window.
This site contains easy-access video guides that provide compact information and
training. Each segment has a video, between 3 and 5 minutes long. Controls to start,
pause, stop, and adjust volume are located just below the viewing window.
•Planning Ahead for Deployment
•Financing Your Business
•Contracting and Certification
•From Boots to Business
www.Vectec.org
151 Enterprise Drive
Newport News, Virginia 23603
Tel: 757-243-8700
Fax: 757-243-8701
Email: [email protected]
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