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
