Leveraging Your Online Presence for Business Growth

Beth KahlichDigital Marketing Consultant, WSI

Introductions

• Organic Search– Map Listings– Organic SEO

• Paid Search• Display Advertising• Social Media• Email Marketing

Definitions

Organic Search – Map Listings

• Google Places – Claim Your Listing

Organic Search – Map Listings

Click here

Click here

Map Listings on Mobile Phones

Organic Search - SEO

• Early in buying process – more general– “Plumber Frisco”

• Closer to making decision– “Drain Repair Frisco”

• Seen You Online/Heard About Your Business– “Fritz Plumbing Frisco”

How do you appear in each of these searches??

Ways People Search

• Search Engine Optimization• Focus On– Cities/Towns– Zip Codes

• Less Competition – More Targeted!• One Page for Each City / Zip Code– Use unique text/variations to make it even better

Organic - SEO

www.pizzaman.comwww.pizzaman.com/frisco-texas-pizza

Online Review Sites

Online Review Sites“gourmet

cupcakes dallas”

Paid Search Advertising

• Also known as – Pay-Per-Click• Can be very confusing – newspaper analogy

• Google LOVES it when you do it yourself because Google makes more money!

• Does show results if done correctly

Paid Search Advertising

Case Study Redwood /Cedar Lumber Company

Before – 1,416 Impressions and 86 Clicks – NO Results Known

After – 13,606 Impressions and 399 Visits Results – 49 Calls and 12 emails

Display Advertising

• Your potential customers are spending over 50% of their media time surfing the web!

Display Advertising

The Buying Funnel

• Cost

• Value – boost to Paid Search

• You’re willing to spend large amounts of $$ on mailers that never get seen….

Display Advertising

Social Media

• You can’t avoid it - Claim Your Listings!

• If you already spend time online – there are things you can do… if not, leave this for larger companies with bigger advertising budgets.

Social Media

Email Marketing

• Current Customers, Previous Customers, Potential Customers

• Permission-based• 12-month Plan to “nurture your list”• Are you collecting

email addresses??

Email Marketing

The Law of CompetitionCustomer researches 6 -10 companies

They call 3-4 of them for quotes

They choose 1 to hire

There is no second place

Questions?