Edition #1

REPORT

ONLINE MARKETING
IF YOU BUILD IT,
THEY WILL COME
GOOGLE:
OR WILL THEY? FRIEND OR FOE?
Is your website stalling
your business? SOCIAL MEDIA
How you can stand out SECRETS
from the crowd.

The Most Precious

Asset In Your Business

(Hint: It’s NOT What

You’re Thinking...)

BROUGHT TO YOU BY:

Joe Smith
Acme Consulting Group
joes-website.com
555-123-4567
Online Marketing for Small Business Owners

MARKETING TIP OF THE DAY

Dare Something Newsworthy... Invite the Press!
Press coverage has an advantage over paid advertising in its
credibility with consumers and lower costs. Just remember to
find a topic that is truly newsworthy and dovetails with your
line of business. Then, target media outlets who would be
interested in your message. These are some proven techniques.

DEVELOP NEWSWORTHY IDEAS and publications related to your industry.

1. Show off your community spirit. Helping your

community is good for business and creates 2. Send out media releases. Write a professional
tremendous goodwill. For example, a catering press release in the standard format. Include
company could team up with a local church to contact information for someone you designate
donate a nutritious meal for their soup kitchen to field press inquiries. You can hire an agency
program. or use a staff member.

2. Offer educational programs. Put together a 3. Follow up. Be prepared to call or email media
seminar with expert speakers from your own contacts to encourage them to cover your
staff or local universities. If you sell energy event. Create a press section on your website
efficient appliances, for instance, create that gives answers to commonly asked
workshops that discuss shopping and questions and provides print-quality images.
maintenance tips. Broaden the agenda to
discuss related environmental challenges.
NEED SOMETHING NEWSWORTHY?
3. Enlist a celebrity. Celebrities are a big draw. A Call Joe Smith: 555-123-4567
trendy nightspot could invite the latest reality
TV star. Local bike shops could feature a well
known cyclist to mix with the crowd at a
special open house. “Enhancing your online presence
opens up new opportunities for
INVITE THE PRESS
your business. Get creative with
1. Develop a targeted media list. Identify local your online marketing to bring
media outlets and the appropriate contact
person. Include community newspapers and
in new customers and boost sales
local radio stations. Search out niche websites without blowing your budget.”

2 • ONLINE MARKETING REPORT Brought to you by: Joe Smith 555-123-4567 joes-website.com
 Online Marketing for Small Business Owners

Online Marketing 101

WEB BASICS 101
These ads appear in Google’s search results (and
You already know that your customers are much other websites that Google partners with) only when
more likely to find you by doing a Google search your customer types in the keywords you specified.
than by consulting a telephone directory. The major benefit of AdWords is that you are only
billed when your ad is clicked at a price you specify.
It’s important to make good use of Google’s Local
Search and other local search options. For example, if you advertise for the keyword:
“dallas plumber,” your website will appear in the
GOOGLE LOCAL SEARCH Google results only when your customer searches
for “dallas plumber” and lives in Dallas.
Know the basics. Google Maps is the cornerstone of
Google’s local search services. The business side is
Used strategically, Google AdWords can be a great
called Google Places. Google regularly tweaks its
investment for your advertising dollars.
location-based searches to provide better results for
all, whether you’re looking for cheese steaks in
OTHER SEARCH OPTIONS
Philadelphia or yoga studios in Phoenix.

Keep an eye on Bing. There are a number of other

Optimize your business listing. Make the most of local search engines including Microsoft’s Bing.
your Google Places listing and ensure every detail is Take a similar approach to optimize your listings.
accurate. Complete your profile and carefully select
photos and videos that convey the image you want to Local search is great for small businesses interested
project for your business. in attracting customers to their physical location!

Consider signing up for Google AdWords. AdWords is

Google’s advertising platform that allows you to buy
ads for specific phrases called “keywords.”

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Need to have your business listed on Google Maps ✓ Optimized Google Places & Google Maps Listing
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We are experts in helping small businesses create
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Google-optimized listings for high search rankings.
555-123-4567

Brought to you by: Joe Smith 555-123-4567 joes-website.com ONLINE MARKETING REPORT • 3
Online Marketing for Small Business Owners

DON’T DO THAT, DO
#1 MYTH: IF YOU BUILD IT THEY WILL COME
A website is only as good as its visitors. You want your potential customers
to find you and keep coming back for more... but how can you get noticed?

1. Clearly answer the W5H questions. Your 4. Do a competitive analysis. What are your
website needs to answers the common competitors doing? Note what you like and
questions your potential customers may have. dislike about other sites and brainstorm how
This information must be easily accessible, you can make your own site better.
clear, and concise. After all, this is what makes
your business unique! 5. Get social. Get your site in front of more eyes
by getting active on Facebook and Twitter. If
★ Who are you? Who is your product or others like it, they may send it to their friends.
service for?
★ What products or services do you offer?
An effective website is the hub of
★ Why are you better than your competition? your online presence.
★ When are you open for business?
Make it easy for your customers to find you and
★ Where can your customers go to find you?
position yourself as the hot spot or go-to expert in
★ How can you help your customers?
your market.

2. Remember that content is king. Provide content

tailored to your customer’s interests and
explain how your products and services will
benefit them. Share real-life stories from
satisfied customers. And ensure your site is
updated regularly with the latest information.

3. Seek out “back links.” A back link is when a

website links to you. One way to do this is to
leave comments on relevant blogs. Another
strategy is to simply ask for a link! For example,
if you have a vegetarian restaurant, reach out
to farmers markets and vegetarian societies
and ask for a link on their website.

4 • ONLINE MARKETING REPORT Brought to you by: Joe Smith 555-123-4567 joes-website.com
Online Marketing for Small Business Owners

GOOGLE 101
GOOGLE IS YOUR FRIEND
Google wants your business and your local advertising dollars.
Here are a few key reasons why Google is your friend...

1. Understand Google’s market share. A recent 4. Check out Google’s small business blog. Google
report by comScore confirms that Google is has a blog with tips and tricks just for small
still the overwhelming leader in the search and medium-sized businesses. This will be a
market. great starting point to learn more about Google
products and services.
In December 2010, they accounted for 66.6%
of all searches in the US. As total search If you want web solutions tailored to your needs,
volumes keep growing, Google is the online you’ll want to explore how you can really leverage
path that most of your customers use to find Google’s services in your business. Call Joe Smith
you. for a free consultation: 555-123-4567.

2. Market your business through Google local

search. New innovations make Google
searches even more efficient in delivering local
business listings complete with additional
It’s nice to know
information and references to reviews from Google is sending
sources like Google and Yelp.
qualified and
It’s nice to know Google is sending qualified interested consumers
and interested consumers your way!
your way.
3. Consider using Google Apps. Google can also
help you with your internal workflow. Google
Apps provide cost-effective IT solutions that
are accessible from any Internet connection.
From Gmail to Google Groups, they can even
integrate with one another.

Brought to you by: Joe Smith 555-123-4567 joes-website.com ONLINE MARKETING REPORT • 5
Online Marketing for Small Business Owners

SOCIAL MEDIA 2. Share information on Twitter. Twitter is ideal for

getting information out to a large audience, but

SECRETS
it’s important to be careful in how you interact
with your followers.

★ While you can post links to your site or

Social media sites have become an integral part of
special offers, you’ll also want to provide
your marketing strategy online. relevant information, tips, or commentary to
balance the promotional messages.
You can capture new leads and build a core
community of loyal customers, all by leveraging ★ Search Twitter for people in your local area
Facebook, Twitter, and LinkedIn. and follow other users you admire.

1. Interact on Facebook. The audience is huge 3. Make new business connections on LinkedIn.
LinkedIn is all business. You can expand your
but so is the competition for attention. Create a
professional network, ask other users to
Facebook Page for your business and
recommend your services, and enhance your
proactively build your fan base. Invest the time
company’s visibility.
and resources needed to keep them engaged.

★ With careful cultivation, you can also keep ★ Use the group discussion and question
features to consult with colleagues in your
in touch with influential bloggers and press,
industry.
network with key partners, and stay
connected with your best customers.
Each of these social media sites has different
★ While you’re at it, promote your special strengths. Use them in combination to market your
events and buy some inexpensive, yet business effectively.
effective Facebook ads.

NEED A SOCIAL MEDIA PLAN?

★ Keep an eye on how e-commerce options
evolve on Facebook. Call Joe Smith: 555-123-4567

6 • ONLINE MARKETING REPORT Brought to you by: Joe Smith 555-123-4567 joes-website.com
 Online Marketing for Small Business Owners

101
VIDEO
MARKETING
MASTERING EMAIL
Videos are becoming vital for your business. Here’s a
MARKETING
quick introduction to marketing with videos. An email list is a precious asset for every business
owner. Here are 5 steps to develop a list of hungry
People love videos. YouTube gets more than 25 million fans that pays off in sales.
unique visitors every week and people are watching
over 2 billion videos per day! Wow! Invite people to sign up. Ask and ye shall receive!
Simply ask your customers to join your email list
With video, you can develop an instant relationship as using a sign-up form at your checkout counter and
viewers feel like they’re connecting with a real person. train your front line staff to ask for people’s emails.

The goal is to create videos that stand out by being Make it easy for people to sign up. Ask people for a
entertaining and informative. Brief 2-3 minute videos minimum amount of information to make the
are the ideal length. If you’ve got more to say, break it registration process as quick as possible. They can
down into multiple videos. Focus on bonding with always add more details to their profile later.
people before you try to sell them anything.

Offer incentives. Reward people for signing up.

Give your videos maximum exposure by posting them Publish an email newsletter with helpful tips or
on your website as well as video sites like YouTube. send special offers for loyal customers.

Instructional videos that show people how to use your Ask for referrals. Encourage satisfied customers to
product to solve their problems can make a big hit on recommend you to their family and friends. Put
your own YouTube channel or Facebook page. reminders in your emails asking people to forward
the information to others who might be interested.
Product videos on your website that talk about benefits
and offer discounts can help you generate more sales. Protect people’s privacy. Assure people that their
information will not be shared with others. Include a
Quick tip: Drive people from YouTube to your own written statement at the bottom of all sign-up forms.
website by giving them an incentive to visit your own by
offering a discount or special offer. Our team is eager to put our expertise to work for
your business. Call Joe Smith to find out how we
When you start marketing with videos, you’ll see great can help you grow your business: 555-123-4567.
results that will keep you ahead of your competition!

Brought to you by: Joe Smith 555-123-4567 joes-website.com ONLINE MARKETING REPORT • 7
IF YOU BUILD IT,
THEY WILL COME OR SOCIAL MEDIA
WILL THEY? SECRETS
Is your website stalling
your business? GOOGLE:
How you can stand out FRIEND OR FOE?
from the crowd.
The Most Precious
Asset In Your Business
(Hint: It’s NOT What
You’re Thinking...)