Leveraging Your Online Presence for Business Growth
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Transcript of Leveraging Your Online Presence for Business Growth
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?