Guide to online marketing for small business

@rubenlicera [email protected]

Tips + Advice to Grow Your Business Through Online Marketing


CONTENT


Certified SEO Professional

ExpertRating.com (2012 – present)

Philippine Representative for IntFair XVII

Online Promotions Certification (Rotterdam, Netherlands)

Certified Inbound Marketing Professional

and Educator (IM University) (2010– present)

Managing Director

RLCOMM International (2009 – present)

Offline and Online PR and Marketing Specialists

Bluewater Resorts

President

Cebu Bloggers Society, Inc (2012 – present)

Community Manager

Google Developers Group (GDG) Cebu (2012 – present)

about the resource person ruben licera jr.About RUBEN LICERA JR.


of consumers research

products online before buying

people use search

engines as a go-to shopping resource?

Image Courtesy of Tweakyourbiz.com

WHY MARKET ONLINE?


Number of Filipinos in FACEBOOK

Source: SocialBaker.com 2012


18-44 YEAR OLD FILIPINOSSource: SocialNBaker 2013


Number of Overseas Filipino WorkersSource: http://www.census.gov.ph/content/total-number-ofws-estimated-22-million-results-2011-survey-overseas-filipinos


The good news for your business is that online marketing doesn’t have to be complicated, time-consuming or expensive. Consider that:

• Online outreach often .

•

– meaning that potential customerswill see your campaign quickly.

• can be made, usually at .

• quickly show what’sworking and what’s not.

Image courtesy of Modernizingforeignassistance.net

ADVANTAGES OF ONLINE MARKETING


Online marketing can do manythings for your business.Choose one or two objectives forstarters.

For example, do you want todrive visitors to your website,generate more foot traffic toyour store or restaurant, orgather emails for a newsletter?Image courtesy of topseopicks.com

EFFECTIVE ONLINE MARKETING


Be clear about the buyers you want toreach Are they currently buying from acompetitor?

Also consider their gender, hobbies,location and other specifics; these canall help you determine the best waysto reach them, as well as themessages that will work best.

Image courtesy of www.netprro.com.au



If you have a website, ask yourcurrent customers how theyfound it. If not, ask them wherethey go online now. This insightcan help you focus your efforts

Image courtesy of Ccmarketingonline.com



Just because a competitor isdoing it doesn’t mean it works –but it might.

Reviewing what yourcompetition is doing can helpyou create your own uniqueapproach.



Taking the time to thinkthrough your plan before youbegin can dramaticallyimprove your results. Chooseone or two tactics that workwithin your budget, makesense for your audience andthat you can commit the timeto manage effectively



Online marketing makes it easy tomeasure program performance; takeadvantage of this by closelymonitoring the response to yourmarketing programs.

Increase your investment in theprograms that work well and revisecomponents of programs that aren’tworking



Create your business listing on listing sites such as Citysearch to ensure that consumers searching for nearbybusinesses find yours. Some listings allow you to promoteoffers such as sales and new products.

Customer review sites are basically local directories like Yelpthat allow users to express their opinions about businesses.

TYPES OF INTERNET MARKETING TOOLS


Search advertising is a method of placing online ads onWeb pages near search engine results. Choose keywordsthat relate as closely as possible to your offerings so youreceive the most likely prospects.

For CPC ads, you pay only when someone clicks on your ad



Contextual advertising takes display ads to the next level, byplacing them on sites related to your offerings; for example, ifyou sell sporting goods, your ad may perform better on sports-related sites.

Services are available that automatically distribute ads to sitesbased on the content of those sites.

QUICK INTERNET MRKETING TIPSTYPES OF INTERNET MARKETING TOOLS


You’ve probably seen the dancing aliens; that’s a display, orbanner, ad.

You can also distribute your display ad via ad networks andad management systems.



Geotargeting simply means advertising to prospects inspecific locations –which could be very useful, for example, ifyou sell dresses only in Dallas.

One way to get started is to create a listing on Google Places(http://places.google.com/business).

QUICK INTERNET MARKETING TIPS


Connect with new customers through programsthat offer multiple buyers collective purchasingdeals.

There are many popular group buying sitesavailable to use.

QUICK INTERNET MARKETING TIPS


Many smartphones and mobile devices provideweb browsing, GPS, cameras and videocapabilities.

This means you can develop creative promotionswith text messages and location-based socialnetworks



Cultivate new business through social networking siteswhere members share stories and recommend productsand services



Affiliate marketing lets you get other businesses to driveprospects to your website.

Some affiliates may allow you to set up a store on theirdomains, such as comparison shopping sites



Reach new audiences by posting videos on video-sharing sites.The best videos tend to be short (less than three minutes) andhave an offer, such as a free copy of a report or a productdiscount, to motivate viewers to take action.

Mobile Demand is one of many small businesses with aYouTube channel to help spread company news andinformation

QUICK INTERNET MARKETING TIPSTYPES OF INTERNET MARKETING TOOLS


Dig into your visitor data to see where your most promising leads come from.

The quality of your traffic usually trumps Quantity.

Google Analytics (www.google.com/analytics) is a great place to start, and it’s free

MEASURING RESULTS


The basic measure of an online ad’simpact is how many people click on it tovisit your site.

Clickthrough rates are often strongestwith a compelling visual, message oroffer, combined with placement on theright sites.

Image courtesy of Ppc-management-review.toptenreviews.com

MEASURING RESULTS


How many people who see your ads“convert” into buyers or take a specificaction, such as subscribing to yournewsletter?

Take a look at your conversion rates tohelp determine which outreach effortsare most cost-effective Image courtesy of Rockketaffiliates.com

MEASURING RESULTS


Using a unique phone number in your ads letsyou see exactly how many calls your campaignhas generated.

This feature, which lets you track calls by adand shift your spending, provides clearevidence that online marketingcan lead to real leads, customers and offlinesuccess.

Image courtesy of Liftdinefi.blog.com

MEASURING RESULTS


A landing page is any page on yourwebsite where traffic is sentspecifically to prompt an action.

Landing pages let you customize yourmessage and track programperformance accurately. Keep thelanding page simple make that thefocus of the page.

Image courtesy of Blog.hubspot.com

MEASURING RESULTS


Main Street is full ofcompanies with a prominentstorefront and no website.Gift shops, restaurants, winestores and other storefrontbusinesses can use an onlinepresence to drive offlinesuccess.

QUICK ONLINE MARKETING CHECKLIST


Mapping your location in Google Mapmaker.

Claiming your Google Places page.

Promoting your business on customer review sites.

Creating a blog. Offering incentives for location-

based activities, such as visiting your store multiple times. Image courtesy of Googleplacesoptimization.org



Image courtesy of Denunt.com

For plumbers, real estate agents and thelike


Plot your office via Google Mapmaker. Claiming your Google Places page. Submitting your site to online

directories. Don’t forget any tradeorganizations you belong to.

Using social media to connect withtarget customers and prospects.

Setting up a search advertisingaccount and place a geotargeted ad.


Online Retailers can spread the wordabout their offerings, stay connectedwith customers and keep trafficflowing in the virtual door with onlinemarketing.


Creating a blog. Sending a newsletter. Making a banner ad and place it

on an ad network. Starting an affiliate program.


For Business are online and offline –Example: hotel, resort and etc.

Image courtesy of Swap2005.org

Map your business online Claiming your Google Places page. Collecting email addresses from physical visitors to start an e-

newsletter. Distributing online coupons through

your website. Setting up a search advertising

account and place a geo-targeted ad



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Guide to online marketing for small business

Small Business & Entrepreneurship

Transcript of Guide to online marketing for small business