Presented By David Mitroff, Ph.D

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Dublin

Dublin –

–

Shop Local

Search Engine Optimization

Presented By David Mitroff,

Ph.D

Alameda County SBDC

Dublin Public Library

September 23, 2014

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Region

1. Alameda

2. Central Coast

3. Contra Costa

4. Humboldt (lead)

5. Livermore

6. Napa

Northern California SBDC Locations

6. Napa

7. Marin

8. Mendocino

9. North Coast

10.San Francisco

11.San Mateo

12.Silicon Valley

13.Sonoma

14.Solano

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Our Host

SBDCs stimulate sustainable economic prosperity throughout coastal Northern California and the greater San Francisco

Bay area.

Through world class, transformative

business counseling and training, we

assist entrepreneurs with solutions for more profitable business management to

thrive in today’s global market

The purpose of the Oakland

Metropolitan Chamber of Commerce is to promote commerce and industry, to

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Free & Low cost

Seminars

Our Services

Free One-on-One

Consulting

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ACSBDC Consultants

Gerry Baranano Bob Lane Carolyn Johnson Ron Barrett

Gerry Baranano Technology Bob Lane Gov. Contracts Carolyn Johnson Bus. Planning Ron Barrett Loan Specialist Dorian Webb Ecommerce/Retail Deagon Williams Food/Restaurants David Mitroff eMarketing

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ACSBDC Consultants

Ed Duarte _{Don Stoneham} Bob Komoto Deb Doyle

Ed Duarte Construction Don Stoneham Procurement Bob Komoto Import/Export Deb Doyle Branding Paula Mattisonsierrra Retail Henry Charlot Bus. Planning Dave Bokash Web Technology

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How to register for

services

www.acsbdc.org

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Seminars

Access to Capital

Starting a Business

Marketing for the Holidays

Marketing for Artists

Basic Bookkeeping & QuickBooks

Social Media

Building An Effective Web Presence

And more…

Register at

www.acsbdc.org

11 www.acsbdc.org

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Technology

Initiative

o Focuses on qualified technology companies.

o Assists with the commercialization of technology and preparing for fund raising

o No fees for its services and takes no o No fees for its services and takes no

ownership interest.

o Goal is to help technology companies start, grow and thrive

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Are we effective?

• SBDCs are required to track and

measure results

o

New Business Starts

Jobs Created

o

Jobs Created

o

Jobs Retained

o

Increases in Sales

o

New Loans Secured

o

New Equity Capital Secured

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ACSBDC 2012 – 2013 Economic Impact

$12.8 MM Revenue $25.2 MM Loans Secured $23.2 MM Equity Invested 1,085 Companies Counseled 3,485 Seminar Attendees 80 Business Starts Revenue Generated Secured

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Please complete the

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Instructions for counseling

sign-up

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Dublin

Dublin –

–

Shop Local

Search Engine Optimization

Presented By David Mitroff,

Ph.D

Alameda County SBDC

Dublin Public Library

September 23, 2014

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What we will cover

Goals of Marketing / Sales Process

Website and Social Media Generates New

Opportunities

Web and Social Media Ecosystem – 9 Key Areas

Website basics

SEO / CRO

Google Search

Engaging Visitors (Fresh Content)

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MARKETING

MARKETING HAS

HAS

HAS CHANGED

CHANGED

ff

ind

find

traditional

marketing

FIND

MORE

engagement marketing

traditional marketing

convert

keep

convert

keep

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“

““

“One to Many

One to Many

One to Many””””

Company Message

Traditional Marketing

Messages

Audience

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Online Marketing Or

“eMarketing”

“

““

“Many to Many

Many to Many

Many to Many””””

Website

Audience

Search Engine Optimization (SEO)

Company Message

Audience

Email Newsletters

Audience

Social Media

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Goals of Marketing

Communicate with your

customers to:

Create Brand Awareness

Strengthen Customer Loyalty

Generate New Opportunities

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Increasing Leads

Increasing Leads -- Prospecting

Prospecting

Efforts

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Possible Engagement Marketing

Objectives:

Customer Retention Programs

Establishing trust & authenticity

Increased referrals

“Word of Mouth” advertising

Testimonials from satisfied customers

Immediate Feedback about products and services

Promotion to a larger audience

Market research

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Find Your Online Audience

What Are they Looking For?

Where are they on the

Internet?

How Do they Find You?

What are Your Competitors

doing?

Develop a set of questions

to survey your current or

perspective clients

Do your research!

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Tracking & Analysis

The Key Benefit of Online Marketing is the

ability to track and analyze results, then

quickly iterate and adjust for optimal

performance

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1.

Website & Blog

2.

Online Directories

3.

Review Sites

4.

Social Networks

9

Key Areas of Social Media

4.

Social Networks

5.

Micro Blogging

6.

Rich Media

7.

Mobile Apps

8.

Industry Specific

9.

Event Promotion

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1

Website & Blog

• Control the content.

– A chance to tell your story. • Define a clear message.

– What do you offer?

Google Ranking, Alexa Page Ranking, SEO/CRO, Blogger, TypePad, Wordpress

• Create a medium for contact. – Invite feedback, questions… • Provide links to other pages.

– Share your FB, Twitter… • Update your content.

– Consistency in theme and info.

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Website – The Hub of Your Online

Strategy

• Most important area

• Definition of you and

your message

• Central hub with links to

other sites

• You control it

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Website

Website – Wix.com

Wix.com

Build your Website Today

Create

Your Stunning

Website.

It's Free

Wix enables everyone to design, publish and host stunning HTML5 websites. Easy drag-and-drop website builder! No coding No previous design skills

It's Free

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Theme

Does the theme of the website

continue throughout each page? i.e. each tab/page appears to belong to the recurring theme of the site.

Overall

– Look, clean, concise, themed – Look, clean, concise, themed

throughout each page – Updated

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Brand & Purpose of The Site

Purpose

– Message clearly written – Provide background – Products and Services

clearly defined

– What are we about? – What are we about?

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SEO / CRO

• Helps drive traffic to your site

• Off-page SEO (work that takes

Search Engine Optimization / Conversion Rate Optimization

• Off-page SEO (work that takes

place separate from your website)

• On-page SEO (website changes to

increase rank)

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Make An Offer

discounts

downloads

B2B services

hints + tips

support

a cause

event

invites

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Calls to Action

When on the Homepage… What do you want me to do?

What are your next steps, requests, actions

Are services/products labeled and promoted properly?

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Call to Action

Call to Action –

–

Vcita

Online Scheduling Software and Business

Calendar

Easy Appointment Scheduling for Your Clients

Best Business Calendar for Your Team

Your Team

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Call to

Call to Action

Action

Action –

Action

–

Constant

Contact

EEmail Marketing

mail Marketing –

–

Customer Loyalty Program

Easy Appointment Scheduling for Your Clients - Best Business Calendar for Your Team

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Social Media Links

• Does the homepage contain

links to other sites, pages,

accounts such as:

– Facebook – Facebook – Twitter

– Local Groups

• Clear icons, links, buttons for

such sites

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Contact Information

CONTACT Is contact information available such as

email/phone/address?

– Medium for people to contact you

– email, phone #, address, etc. – Feedback/comments

– Updates listed – Calendar

– LINKS to other sites (FB, Twitter, etc.)

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Rich Media

Rich Media –

–

Videos /

Pictures

How are the graphics of the

page? Images, fonts, layout,

etc.

Media

– Photos, videos

– On website, event sites,

Linkedin, YouTube, Flickr

– Quality of photos and

videos

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Stay Current = SEO

• How often is the website

updated/monitored? Is it

relevant?

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Website Checklist

Is the domain/web address clearly branded and easily identifiable? Is it independent from a website/blog support or production site? Is the brand/purpose of the site readily seen on the home/landing

page?

Does the site include information about the business such as purpose, story, background or 'what we're about’?

Does the homepage contain links to other sites/pages/accounts such as Facebook, Twitter or other affiliate groups?

as Facebook, Twitter or other affiliate groups? Are there clear icons/links? buttons for such sites?

Is contact information available such as email/phone/address? (CALL TO ACTION) Are services/products labeled and promoted

properly?

Is there a medium to interact with clients such as an email signup? Does the theme of the website continue throughout each page? How are the graphics of the page? Images, fonts, layout, etc. How often is the website updated/monitored? Is it relevant?

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2

Online Directories

• Search yourself.

– The power of Google! • Look for similar businesses.

– If you’re not listed, someone Google Local/Maps, Yahoo Local, Yellow Pages, CitySearch, Chambers

– If you’re not listed, someone else is!

• Display correct contact info. – Location, phone #, hours,

directions MUST be correct. • Take a photo.

– If they know what to look for, they’ll find it.

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GGGGGGGG

OOGLE

–

GGGGGGGG

ET

YYYYYYYY

OUR

BBBBBBBB

USINESS

OOOOOOOO

NLINE

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3

Review Sites

• Rely on word of mouth.

– People trust personal accounts more than ads.

• Offer additional information. – Yelp is a mobile tour guide. Yelp, Zagat, Chow, Lawyers.com

– Yelp is a mobile tour guide. • Respond to reviews.

– Thank those who provide feedback.

• Learn from your reviews.

– Don’t make the same mistake twice!

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4

Social Networks

• Communicate with clients.

– Be involved with the conversation.

• Connect.

Facebook, Linkedin, Biznik, VentureStreet

• Connect.

– Associate your business with related pages and people. • Establish a following.

– Invite past clients/customers to view your page.

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86% of B2B Marketers use LinkedIn

Manage your professional contacts and relationships

Find individuals you know in a professional capacity Join networks or groups

Social Networks Example:

Join networks or groups

by industry, geography, or work history

Company Profile

Participate in discussions

Recruit attendees to your events Invite people to join your mailing list

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5

Micro Blogging

• Interact with daily events.

– How can you relate to what’s happening?

• Remind everyone about events.

Twitter, Friendfeed

• Remind everyone about events. – Update information leading up

to the event.

• Invite new customers.

– Friend of a friend of a friend...

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6

Rich Media

• Appeal to the senses.

-The eyes are drawn to an image/video first!

• Attract new customers.

Youtube Videos, iTunes Audio PodCast, Flickr Pictures

• Attract new customers. -If the website quality is

great, then people assume the business quality is great, as well.

• Entertain your audience. -Get creative with images

and videos.

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Mobile Apps

• Stay in contact. -People are ALWAYS on

their smart phones.

7

FourSquare, Urbanspoon, Yelp, iPhone, SMS Text

• Solidify your relationship. -Make the client feel special

for receiving extra attention.

• Go the extra mile. -This shows that you’re

following through.

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Industry Specific

• Network within your group.

– Get the scoop on what’s the latest and greatest.

• Surround yourself with what you

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East Bay Express, San Francisco Chronicle, DiabloMag.com

• Surround yourself with what you want to become.

– Hang out with like-minded businesses.

• Help those who help you.

– You never know when you’ll need something.

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Industry

Industry Specific Example

Specific Example

-

Medical Industry Over 60 Sites!

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Industry Specific Example

“

Best

of

of…” Sites

Sites

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“

Best of

Best of…”

Sites

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Event Promotion

• Promote what you’ve got.

– An event can attract more business.

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Meetup, Zvents, Constant Contact Events, PlanCast, FullCalendar.com

• Collaborate with others. – Get other businesses

involved.

• Feature your calendar.

– The internet is a great way to publicize!

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Event Promotion:

Email Marketing

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Event Promotion:

Twitter

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Event Promotion:

Facebook

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Event Promotion:

Linkedin Groups

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Event Promotion:

Meetup Groups

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Popular Tools Used To Monitor, Manage,

and for Content ideas

Popular time management and monitoring tools include: Popular time management and monitoring tools include: Popular time management and monitoring tools include: Popular time management and monitoring tools include:

Google Alerts

HootSuite

TweetDeck

RSS

NutshellMail

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What Should I Monitor?

1. 1. 1.

1.Your Brand.Your Brand.Your Brand.Your Brand. Think about all its possible spellings/configurations.

For example: Far and Away Bicycles, Far&Away, Bicycles, Bikes, etc.

2. 2. 2.

2.Your competitors. Your competitors. Your competitors. Your competitors. Spot successful tactics being used by others in your industry (and the not-so-successful)

in your industry (and the not-so-successful) For example

For example For example

For example: Does the pizzeria down the street tweet daily? Do the other consultants in your area of expertise have LinkedIn profiles?

3. 3. 3.

3.Categories, topics, and keywords Categories, topics, and keywords Categories, topics, and keywords Categories, topics, and keywords of your business.

For example: Pets, Dog Day Care, Cat, Dog, Pet-sitting, Animals, Rescue, etc.

4. 4. 4.

4.The experts and influencers in your business.The experts and influencers in your business.The experts and influencers in your business.The experts and influencers in your business.

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MMMMMMMM

ONITORING

--- BBBBBBBB

IG

DDDDDDDD

ATA

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GGGGGGGG

OOGLE

AAAAAAAA

NALYTICS

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Track your Page Insights

Sign up for a Free NutshellMail Account.

www.nutshellmail.com

MMMMMMMM

ONITORING

–

NNNNNNNN

UTSHELL

MMMMMMMM

AIL

Reply from your Inbox Read Fan comments

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MMMMMMMM

ONITORING

–

SSSSSSSS

PROUT

SSSSSSSS

OCIAL

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What Should I Do Now?

Get simple! Start listening to

your passionate customers

Learn more about using email marketing and social media together

■ Request an audit of your current email marketing account.

Next 30 days

■ Develop a more

comprehensive marketing plan based on your initial

Next 60 days

■ Sign up for SBDC services

Today

1

2

3

account.

■ Request a Social Media Report

plan based on your initial tracking and experiments in social media.

■ Attend another SBDC workshop.

■ Sign up for a free

NutshellMail account at

■ Use email newsletters to encourage your

passionate customers to talk about you on

Facebook and Twitter

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RRRRRRRR

ESOURCES

& D

ISCOUNTED

LLLLLLLL

INKS

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1.

Website & Blog

2.

Online Directories

3.

Review Sites

4.

Social Networks

9

Key Areas of Social Media

4.

Social Networks

5.

Micro Blogging

6.

Rich Media

7.

Mobile Apps

8.

Industry Specific

9.

Event Promotion