lilly buchwitz farmington, nm april 14, 2004 marketing your small business on the internet
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Lilly Buchwitz
Farmington, NMApril 14, 2004
Marketing your Small Business on the Internet
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your site
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Overview
Part IIsearch engines
Part Iyour Web site
Part IVeverything else
Part IIIemail marketing
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Part I
Your Web site
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Your Web site
Your Web site is your most important marketing communications tool
Your Web site is the face of your business Your Web site is on the World Wide Web —
your customers are more likely to come from Montreal, London, Paris, or Tokyo as they are from New Mexico
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Before you promote your site
know your area of service, and make it clear on your site
know who your target audiences are think about what they might expect when they arrive
on your site then design your site with your audience in mind keep it simple!
The number one reason why anyone goes to any Web site is to find information
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You never get asecond chance tomake a first impression
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Who’s the audience?
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What’s the product?
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What’s the product?
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Part II
search engines
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What you need to know about search engines
1. A search engine is not the same thing as a directory.
2. There are only three search engines that matter today.
3. Understanding how search engines work and how people use them will help you “get found” on them.
4. You must carefully prepare your Web site before you submit it to the search engines.
5. Submitting your pages to the search engines takes less than 10 minutes.
6. The only person who can prepare your site and submit it to search engines – effectively – is you.
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search engine marketingis a lot like paintingyour home
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Search engines that matter
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There’s only one directory that matters
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Specialty directories
Search for “directory” and “search engine” on Yahoo! for a list
When you find a directory specific to your business, check it out to make sure it’s appropriate
Then (and only then) submit your site You may have to pay for a listing — and it’s
probably worth it
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How search engines work
database
search resultskeyword
submit URL(Web page address)
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How directories work
database
search resultskeyword
submit listing
$$$$
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How people search
they start with broad, general terms like “travel” or “wine”
narrow it down by adding more specific words (“travel Spain” or “wine Merlot”)
they will not search for your company by name they will never search for the words
“welcome to”
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Preparing your site to get found(this is the hard part)
Choose 10 words that describe your business, service, or products.
Take your time.
Think like a searcher.
Let’s look at an example…
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beer
wine
Toronto
make wine
brew on
premises
make beer
grapes
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Using your keywords:html title
The html title of the page is what you see at the top of your browser when you are on that page.
It’s what displays as the link for your listing on a search engine.
Keep it under 75 characters. Make each title relevant to the page it’s on. Spend the most time writing the title for your home page. Write a title for the starting page of each major section of
your site.“Best place to make beer and make wine in Toronto:
Fermentations”
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Using your keywords:meta description
The meta description tag describes in a little more detail what’s on your page
It’s what displays below the title in your search engine listing
Keep it under 150 characters to be sure it doesn’t get cut off Make each description relevant to the page it’s on Try to entice potential visitors with clever copy, so they’ll
clickmore…
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Using your keywords:meta description
It’s not really about ranking, it’s about describing your page to potential visitors
Not all search engines use it, but if they do, it’s what shows up on the search results page below the title of the page
Here’s how it works:
<META NAME="description" CONTENT="Fermentations: Toronto's favourite place to make beer and wine">
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The meta keywords tag can be the same for all the pages on your site
Not all search engines use this tag when ranking sites – but it can’t hurt to include it
Use a list of words and phrases with no commas in between (search engine spiders are programmed to read only a certain number of characters in the keyword tag if they read it at all – commas just take up space)
Using your keywords:meta keywords
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Here’s how it works:
<meta name=“keywords” content=“beer wine toronto brew on premises brew your own beer make your own wine make wine from grapes”>
Using your keywords:meta keywords
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Using your keywords:ALT tags
every image on your Web site should have a carefully written ALT tag
the ALT text is what visitors see if they move their mouse over an image
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Using your keywords:file names
don’t use abbrv.
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Using your keywords:on your home page!
Work your keywords into the copy of your home page (and on other pages, if you can) as many times as you can without making it sound ridiculous.
This may seem obvious but it ain’t necessarily so. Focusing on your keywords when writing the copy
for your pages also helps reduce jargon.
an example…
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What NOT to do
Don’t load your meta tags with irrelevant keywords just because they get searched for a lot (like “sex”).
Don’t repeat your keywords several times in a row. Don’t hide text on your pages by making it the same colour as
the background. Don’t use a string of keywords for the title of your page. Don’t submit exact copies of pages with different file names. Don’t use re-directs or other technology that will confuse the
search engine’s spider
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Submitting your site(this is the easy part)
Bookmark the submission pages of the three search engines that matter or bookmark my page
Highlight the URL of your page, press CTRL/C, then go to each submission page and paste in your URL. You can submit one page to all the search engines in less than five minutes.
If your site is small enough, submit all your pages this way. It will be an hour well spent. If your site is large, submit the first pages of the main sections of your site — the pages with titles and descriptions.
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Wait…(this is also the hard part)
it can take from two weeks to four months for your site to be included in the database
it can take weeks after that before you see your site appear in the search results
every time the database is re-indexed, your ranking will change
re-submit every month and monitor your results
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Don’t pay someone else to do it for you
no one else understands your business as well as you
it will take more time for you to explain your business to a stranger than it will to do your search engine optimization yourself
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FREE
paid placements
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Part III
email marketing
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Waitress: Well, there's egg and bacon; egg, sausage and bacon; egg and spam; egg, bacon and spam; egg, bacon, sausage and spam; spam, bacon, sausage and spam; spam, egg, spam, spam, bacon and spam; spam, sausage, spam, spam, spam, bacon, spam, tomato and spam; spam, spam, spam, egg and spam; spam, spam, spam, spam, spam, spam, baked beans, spam, spam, spam and spam…
(Vikings start singing in background)
Spam, spam, spam, spam, spam, spam, spam, spam, lovely spam, wonderful spam… spam, spam, spam, spam, spam, spam, spam, spam…
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The importance of email
Email is your most important communications tool
Make sure your email address is credible and set up properly with a display name
Prepare a detailed contact page and make it part of your main navigation system
ANSWER YOUR EMAIL!!!
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What to send via email?A newsletter
A newsletter is understood to contain information
People who subscribe to, or pick up, a newsletter usually read all of it
Whatever your business, you are an expert in that subject
Give people information!
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Educate customers about your product
Present information about your product, your product category, your industry, in an objective, informational way.
Teach your prospective customers. Give them valuable information. They will appreciate it, and come back for
more.
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What else to send?
special offers invitations to enter a contest invitations to…. visit coupons/discounts
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Rules for email marketing
1. the most valuable list is the one you build yourself
2. always get permission before sending email
3. make it frequent, regular, and brief
4. include “why you’re receiving this”
5. include options for unsubscribing
6. suggest they pass it along to a friend
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Part IV
everything else
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Banner advertising
Like all forms of advertising, they’re expensive.
Even if you find an inexpensive site, you still have to pay someone to design the banner
Banner advertising doesn’t fit into the marketing budget of most small businesses.
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Sponsored content
think: advertising Calloway golf clubs on a golf news or golf info site
paying for a link on a relevant site might be a good investment for your small business (especially if you serve a niche market)
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Run a contest
best way to collect names and email addresses
prize can be your own product/service – or partner with another business so you both benefits
you must offer the site visitor something in return for their contact information
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Include your Web address on everything!
business cards brochures signs yellow pages ad t-shirts, hats, pens your car or truck
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Measure your success
How many people (unique visitors) come to your Web site
How many times (in a month) they come Where they are coming from (referring
URLs) Whether they subscribe to your newsletter How many calls you get saying “I saw your
Web site, and…”
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Let me know about your successes!
http://home.eol.ca/~lillyb/
Remember Yahoo! wasn’tbuilt in a day!