Edition #1

RE-
ONLINE MARKET-
ING
IF YOU BUILD IT,
THEY WILL COME GOOGLE:
OR WILL THEY? FRIEND OR FOE?
Is your website stalling
your business? SOCIAL MEDIA
How you can stand out SECRETS
from the crowd.
The Most Precious Asset
In Your Business

(Hint: It’s NOT What

You’re Thinking...)

BROUGHT TO YOU BY:

Joe Smith
Acme Consulting Group
joes-website.com
555-123-4567
Online Marketing for Small Business Owners

MARKETING TIP OF THE DAY

Dare Something Newsworthy... Invite the Press!
Press coverage has an advantage over paid advertising in its
credibility with consumers and lower costs. Just remember to
find a topic that is truly newsworthy and dovetails with your
line of business. Then, target media outlets who would be inter-
ested in your message. These are some proven techniques.

DEVELOP NEWSWORTHY IDEAS 1. Develop a targeted media list. Identify local me-
dia outlets and the appropriate contact person. In-
1. Show off your community spirit. Helping your
clude community newspapers and local radio sta-
community is good for business and creates
tions. Search out niche websites and publications
tremendous goodwill. For example, a catering
related to your industry.
company could team up with a local church to
donate a nutritious meal for their soup kitchen
program. 2. Send out media releases. Write a professional
press release in the standard format. Include con-

2. Offer educational programs. Put together a semi- tact information for someone you designate to

nar with expert speakers from your own staff or field press inquiries. You can hire an agency or

local universities. If you sell energy efficient ap- use a staff member.

pliances, for instance, create workshops that dis-

cuss shopping and maintenance tips. Broaden the 3. Follow up. Be prepared to call or email media
agenda to discuss related environmental chal- contacts to encourage them to cover your event.
lenges. Create a press section on your website that gives
answers to commonly asked questions and pro-
3. Enlist a celebrity. Celebrities are a big draw. A vides print-quality images.
trendy nightspot could invite the latest reality TV “Enhancing your online presence
star. Local bike shops could feature a well known opens up new opportunities for
cyclist to mix with the crowd at a special open your
NEED business. Get
SOMETHING creative with
NEWSWORTHY?
house.
your Call
online marketing
Joe Smith: to bring in
555-123-4567

new customers and boost sales

INVITE THE PRESS
without blowing your budget.”

2 • ONLINE MARKETING REPORT Brought to you by: Joe Smith 555-123-4567 joes-website.com
Online Marketing for Small Business Owners
Online Marketing 101
WEB BASICS 101
You already know that your customers are much more
likely to find you by doing a Google search than by
consulting a telephone directory.
It’s important to make good use of Google’s Local
Search and other local search options.
GOOGLE LOCAL SEARCH
Know the basics. Google Maps is the cornerstone of
Google’s local search services. The business side is
called Google Places. Google regularly tweaks its lo-
cation-based searches to provide better results for all,
whether you’re looking for cheese steaks in Philadel-
phia or yoga studios in Phoenix.
Optimize your business listing. Make the most of your
Google Places listing and ensure every detail is accu-
rate. Complete your profile and carefully select photos
and videos that convey the image you want to project
for your business.
DONE-FOR-YOU SERVICE
Need to have your business listed on Google Maps with
a customized Google Places listing?
Our team is here to help.
Brought to you by: Joe Smith 555-123-4567 joes-website.com
Consider signing up for Google AdWords. AdWords is
Google’s advertising platform that allows you to buy
ads for specific phrases called “keywords.”
These ads appear in Google’s search results (and other
websites that Google partners with) only when your
customer types in the keywords you specified. The ma-
jor benefit of AdWords is that you are only billed when
your ad is clicked at a price you specify.
For example, if you advertise for the keyword: “dallas
plumber,” your website will appear in the Google re-
sults only when your customer searches for “dallas
plumber” and lives in Dallas.
Used strategically, Google AdWords can be a great in-
vestment for your advertising dollars.
OTHER SEARCH OPTIONS
Keep an eye on Bing. There are a number of other lo-
cal search engines including Microsoft’s Bing. Take a
We are experts in helping small businesses create
Google-optimized listings for high search rankings.
GOOGLE TUNE-UP /// ELITE PACKAGE
✓ Optimized Google Places & Google Maps Listing
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ONLINE MARKETING REPORT • 3
Online Marketing for Small Business Owners

DON’T DO THAT, DO
#1 MYTH: IF YOU BUILD IT THEY WILL
A website is only as good as its visitors. You want your potential customers
to find you and keep coming back for more... but how can you get noticed?

1. Clearly answer the W5H questions. Your website farmers markets and vegetarian societies and ask

needs to answers the common questions your po- for a link on their website.

tential customers may have. This information 4. Do a competitive analysis. What are your com-
must be easily accessible, clear, and concise. Af- petitors doing? Note what you like and dislike

ter all, this is what makes your business unique! about other sites and brainstorm how you can

★ Who are you? Who is your product or service make your own site better.
for?
★ What products or services do you offer? 5. Get social. Get your site in front of more eyes by
★ Why are you better than your competition?
getting active on Facebook and Twitter. If others
★ When are you open for business?
like it, they may send it to their friends.
★ Where can your customers go to find you?
★ How can you help your customers?
An effective website is the hub of
2. Remember that content is king. Provide content your online presence.
tailored to your customer’s interests and explain
Make it easy for your customers to find you and posi-
how your products and services will benefit them.
tion yourself as the hot spot or go-to expert in your
Share real-life stories from satisfied customers.
market.
And ensure your site is updated regularly with the
latest information.

3. Seek out “back links.” A back link is when a

website links to you. One way to do this is to
leave comments on relevant blogs. Another strat-
egy is to simply ask for a link! For example, if
you have a vegetarian restaurant, reach out to

4 • ONLINE MARKETING REPORT Brought to you by: Joe Smith 555-123-4567 joes-website.com
Online Marketing for Small Business Owners

GOOGLE 101
GOOGLE IS YOUR
Google wants your business and your local advertising dollars.
Here are a few key reasons why Google is your friend...

1. Understand Google’s market share. A recent re- Gmail to Google Groups, they can even integrate

port by comScore confirms that Google is still with one another.

the overwhelming leader in the search market.

4. Check out Google’s small business blog. Google
In December 2010, they accounted for 66.6% of has a blog with tips and tricks just for small and

all searches in the US. As total search volumes medium-sized businesses. This will be a great

keep growing, Google is the online path that starting point to learn more about Google prod-

most of your customers use to find you. ucts and services.

If you want web solutions tailored to your needs,

2. Market your business through Google local
you’ll want to explore how you can really leverage
search. New innovations make Google searches
even more efficient in delivering local business It’s nice to know
Google’s services in your business. Call Joe Smith

listings complete with additional information and Google is sending

for a free consultation: 555-123-4567.

references to reviews from sources like Google qualified and interested

consumers your
and Yelp.

It’s nice to know Google is sending qualified and

interested consumers your way!
way.
3. Consider using Google Apps. Google can also
help you with your internal workflow. Google
Apps provide cost-effective IT solutions that are
accessible from any Internet connection. From

Brought to you by: Joe Smith 555-123-4567 joes-website.com ONLINE MARKETING REPORT • 5
Online Marketing for Small Business Owners

Social media sites have become an integral part of

SOCIAL ME-
2. Share information on Twitter. Twitter is ideal for
your marketing strategy online. getting information out to a large audience, but

DIA
You can capture new leads and build a core commu-
it’s important to be careful in how you interact
with your followers.
nity of loyal customers, all by leveraging Facebook,
Twitter, and LinkedIn. ★ While you can post links to your site or spe-
cial offers, you’ll also want to provide rele-

1. Interact on Facebook. The audience is huge but vant information, tips, or commentary to bal-
ance the promotional messages.
so is the competition for attention. Create a Face-
book Page for your business and proactively
★ Search Twitter for people in your local area
build your fan base. Invest the time and re-
and follow other users you admire.
sources needed to keep them engaged.

3. Make new business connections on LinkedIn.

★ With careful cultivation, you can also keep in
LinkedIn is all business. You can expand your
touch with influential bloggers and press, net-
professional network, ask other users to recom-
work with key partners, and stay connected
mend your services, and enhance your com-
with your best customers.
pany’s visibility.

★ While you’re at it, promote your special

events and buy some inexpensive, yet effec-
tive Facebook ads.
★ Keep an eye on how e-commerce options
evolve on Facebook.
6 • ONLINE MARKETING REPORT
★ Use the group discussion and question fea-
tures to consult with colleagues in your indus-
try.
Each of these social media sites has different
strengths. Use them in combination to market your
business effectively.
Brought to you by: Joe Smith 555-123-4567 joes-website.com
Online Marketing for Small Business Owners

VIDEO101 MASTERING EMAIL

MARKETING
Videos are becoming vital for your business. Here’s a
quick introduction to marketing with videos.
MARKETING
An email list is a precious asset for every business
People love videos. YouTube gets more than 25 million
owner. Here are 5 steps to develop a list of hungry
unique visitors every week and people are watching over
fans that pays off in sales.
2 billion videos per day! Wow!

Invite people to sign up. Ask and ye shall receive!

With video, you can develop an instant relationship as
Simply ask your customers to join your email list us-
viewers feel like they’re connecting with a real person.
ing a sign-up form at your checkout counter and train
your front line staff to ask for people’s emails.
The goal is to create videos that stand out by being enter-
taining and informative. Brief 2-3 minute videos are the
Make it easy for people to sign up. Ask people for a
ideal length. If you’ve got more to say, break it down into
minimum amount of information to make the registra-
multiple videos. Focus on bonding with people before you
tion process as quick as possible. They can always add
try to sell them anything.
more details to their profile later.

Give your videos maximum exposure by posting them on

Offer incentives. Reward people for signing up. Pub-
your website as well as video sites like YouTube.
lish an email newsletter with helpful tips or send spe-
cial offers for loyal customers.
Instructional videos that show people how to use your
product to solve their problems can make a big hit on
Ask for referrals. Encourage satisfied customers to
your own YouTube channel or Facebook page.
recommend you to their family and friends. Put re-
minders in your emails asking people to forward the
Product videos on your website that talk about benefits
information to others who might be interested.
and offer discounts can help you generate more sales.

Protect people’s privacy. Assure people that their in-

Quick tip: Drive people from YouTube to your own web-
formation will not be shared with others. Include a
site by giving them an incentive to visit your own by of-

Brought to you by: Joe Smith 555-123-4567 joes-website.com ONLINE MARKETING REPORT • 7
 The Most Precious Asset
In Your Business

(Hint: It’s NOT What Is your website stalling

You’re Thinking...) your business?

How you can stand out

from the crowd.
GOOGLE:
FRIEND OR FOE? IF YOU BUILD IT,
SOCIAL MEDIA THEY WILL COME
SECRETS OR WILL THEY?