Online Marketing Solutions

Bryan Maggi

Online Marketer

THINQ, Inc.

August 28, 2010

A Guide to Growing Your Small Business Online

Online Marketing Plan

Agenda

• Identifying Your Goals

• Target Audience & their Buying Personas

• Website & Keyword Analysis

• Search Engine Optimization (SEO)

• Blogging

• Social Media Marketing

• Get Found, Convert, and Track!

Identifying Your Goals

1. Drive more traffic to website

2. “Yield more organic searches”

3. Generate more inquiries & referrals

4. Enhance branding (Value proposition)

5. Convert site traffic to leads

6. Analyze what’s working

7. Oh, and sell more Homes!

* Based upon Online Marketing Assessment results – July 2010

Target Audience & Buying Personas

1. 1st Time and New Home Buyer

2. Age Range: 25-55

3. Geo-Targeting• North Fulton County

• Forsyth County

• North Gwinnett County

4. Key in on Prospect’s Buying Signals• Price

• Quality

• Location

• Floor plans that fit their needs

5. Know the Buyer’s “Pain Points”

6. Align marketing to the Targeted client

“Why do you have a

Website?”

Billboard in the Desert

“Business Websites are for

lead generation.”

Your Small Business Website should:

1. Attract Website Visitors

2. Convert visitors into leads

3. Produce measurable ROI (leads & sales)

Website Grade vs. Competition

www.yourcompany.com

Competitor……………………………..

Competitor ……………………………………

Competitor ……………………………………..

Competitor ……………

Competitor ……………

How to improve our Scorecard?

1. Define a keyword strategy

2. Optimize the website (SEO)

3. Blogging & content creation

4. Social Media promotion

1. Keyword Strategy – 3 keys

• Search Volume – optimize large searches

• Relevance – keywords target audience is using to

search your product

• Difficulty or Competition – gage which site’s

rank for the first 10 slots on the first search page, their authority and relevance, and can we overtake them.

Keyword Analysis

3

Google’s Heat Map (the Triangle)

Pay Per Click (PPC) = 25% click rate

Organic or Natural

Search = 75% click rate

Organic or Natural Search Results

- 9th page result (best finish)

Landing Pages (PPC link for Alpharetta Homes)

2. Optimize the Website (SEO)

Goal – Increase the website’s chances of

ranking for those keywords.

SEO comes in two flavors:

1. On-Page SEO 2. Off-Page SEO

3. Blogging & Content Creation Blogging is SEO, and more

• Blogging helps with SEO, fresh content (Google loves)

• Blogging helps with Social News Sites

• Blogging helps with Social Networking Sites

• Blogging is Permission centric, not interuptive-based

• Free Blogger Platforms (Wordpress, Blogger, TypePad, Dupal)

4. Social Media Marketing (SMM)• Social Media helps with SEO

• Social Media promotes your Blog

• Social Media is permission based

• Another avenue for clients to find you

• Online community for shoppers

• Allows customers to communicate first

Facts- YouTube 2nd most search platform

- Facebook – 500 million users

- Twitter – seek out other buyer’s opinions

Track the ResultsAnalyze and Refine- Find the best method to Get Found and create customers.

- A/B Testing

- Have sales metrics

- Identify Opportunities

- Lead Nurturing

- Refine

- Evaluate