Online Marketing 101 - The Great Waterway
HELLO! I am Max Sadlowski CEO of BentoSMB Inc, lover of all things technical, SMB Champion, and Online Marketer extraordinaire.
TODAY! WHY ARE WE HERE? Today, we are going to run through marketing an attraction based business in eastern ontario online. What are we going to discuss? Online Marketing 101 ● ● Business Websites + SEO Facebook Advertising ● ● Email Advertising Instagram Stories ● While we aren’t going to cover everything in fine detail, our goal today is to make sure you all walk away with new information, ideas to market your business, and asking questions to keep you learning.
TODAY! AGENDA Morning Session Lunch Afternoon Session 9:30 to 11:45 11:45 - 12:15 12:15 - 3:00
1. ONLINE Let’s set a foundation of MARKETING 101 understanding
BUSINESS WEBSITES What solution is right for my ▸ business? What is SEO and why is it ▸ important? How to keep my users & my ▸ business protected
WEBSITE BEST PRACTICES Meet Your User’s Needs SEO is Important Always meet the needs of your users. What SEO is also complex, both technically and are they looking for? Make sure that is content wise. If your users search for you, what they find consider an expert. Security with SSL Need for Speed Mobile Optimization Your site should be Sites that are slow have Over 50% of site visits are secured with an SSL higher bounce rates. Make from mobile devices. Make certificate. Free methods sure your pages load fast, sure it looks good, is fast, exist now that most sites especially on mobile and answers questions. should offer. It factors into devices. This factors into SEO as SEO as well. well.
SOCIAL MEDIA What platforms make sense? ▸ Why should I consider one ▸ over the other? How do I best leverage Social ▸ Media?
Stats Who + Why ● Over 2 Billion Profiles, with 1.5 ● Who: All Businesses being active weekly ● Why: Many people begin their If your customers are online, ● search for a business on Google, over 70% are likely on FB weekly but many now use Facebook to validate. It’s important to have a ● Great Advertising platform, Facebook Business Page that business pages, familiar people can find, has regular updates, and links back to your Can get lost, moving towards a ● website. pay to play model It’s also needed to advertise in ● ● No longer used by younger an effective manner on the audiences platform.
Stats Who + Why ● More tech savvy crowd ● Who : Fast paced businesses with lots of updates ● Fast paced, tweets have a very Why : With slipping growth, short shelf life and are quickly ● scrolled past if irrelevant Twitter is starting to fall to other networks. Many people ● Regular communication with still join every day, but most use images/video is key it for updates and news. Determine if your customers are Hashtags are very important to ● on this channel before starting gaining new followers and as it is a more high retweets maintenance platform. All generations use Twitter and ● use it as a news feed
Stats Who + Why ● Over 30 Million businesses now ● Who: All Businesses are on Google + For Business ● Why: Having a Google Business Over 80% of business searches ● profile is essential to online begin on Google in North marketing. Reviews are America important, as well as making sure your information is up to Allows users to directly link ● date. Hours, location, website, their business to Google Search and images are all immediately results. viewable by people searching. Not a more traditional social ● media network.
Stats Who + Why ● This is a huge draw for young ● Who: Most businesses if and millennial crowds. possible, younger audience ● Relies entirely on good ● Why: Instagram is steadily photos/videos posted often growing with people under the age of 40. Stories changed the ● No scheduling tools available Instagram game a lot, however for Instagram daily work is needed to have a great Instagram profile. ● Daily commitment needed, Instagram is also owned by specially for stories Facebook, so it seamlessly ● Can be highly profitable in integrates with your Facebook e-commerce and engagement advertising strategy. campaigns
Stats Who + Why ● Focus is entirely on B2B and ● Who: Any business that is B2B networking ● Why: Each professional should Professional networking is the ● have a personal profile, and if main purpose, as well as online you do B2B work, a business CVs profile is appropriate. Lots of opportunity, but will ● require work ● Ad platform is very new and not well flushed out Older Men are most likely to be ● on LinkedIn
CREATE MEANINGFUL CONTENT Think Like Your Customer Do Your Research Get Organized Think about your own Always do research. As you Setup a spreadsheet to journey as a customer, and use social media, tag track interesting articles relate it to your customers things you want to post or help identify journey. What is going to later or talk about in a blog informational sites engage your customer? Turn your own Set dates, write things consumption into your down, and use a calendar research. Stay Consistent Listen To Followers Engage Make sure you stick to Be your own follower and Don’t just post stuff. Look your schedule. Don’t let think about the things you at the things your your social drop off during like and follow, then followers post and engage slow periods or busy repeat. with them. Comment, like, periods. and interact.
SCHEDULE YOUR ENGAGEMENT Write It Down + Commit Plan Your Time Spread Out Your Time Come up with how much Setup a time each week Don’t leave it to the last time you want to spend, that works for you. Make minute. Use slow periods write it down, and commit. sure this is quite to work on social strategy, Then measure ROI. uninterrupted time. plan for busy periods. Involve Others Schedule In Advance Get staff involved, ask Use tools like Hootsuite or questions, and get them to Buffer to schedule posts in generate content. Unique advance. perspectives add value.
INFLUENCER + AFFILIATE MARKETING Using social status & ▸ exposure to promote a product. Having others sell your ▸ product or service for a cut of the profits Increasing sales outside your ▸ network.
INFLUENCER + AFFILIATE MARKETING Influencer Marketing Affiliate Marketing Influencers are typically those who have Affiliates are people that get a cut of a social status, lot’s of followers, or can sale or other conversion based on their somehow influence people’s buying recommendation. It’s similar to decisions. influencer marketing. Companies give free product or pay The main difference is payment is these people to endorse their product in usually after a sale is made, not before. the hopes of increasing sales. Many businesses will have affiliate Micro & Local influencers are becoming programs to help build large networks more important to many small of “ salespeople ” . businesses. New online marketplaces have recently It’s easier than ever to create affiliate appeared that help connect businesses systems, with many online tools. to influencers.
GUERILLA MARKETING Thinking outside the box for ▸ innovative ideas to spread your message. How do I come up with a great ▸ idea? Learn from example! ▸
PRINT & TRADITIONAL MEDIA Is traditional media really ▸ dead? How to add a digital ▸ component to measure ROI Can SMB’s truly afford the cost ▸ of print and traditional media?
2. BUSINESS Understanding WEBSITES + what SEO is and how to relate to SEO your site’s users
WHAT IS SEO + WHY IS IT IMPORTANT Search Engine Optimization Major Factors SEO is a task of making your website ▸ Site Content more attractive to search engines, and in turn have your website higher in Site Speed ▸ search results. Mobile Optimization ▸ A series of factors (Google’s estimate is 2500) are used to determine a search Security (SSL) ▸ engine results page (SERP) for a search ▸ Backlinks string or keyword. SEO is also a buzz-word, and many Frequency of updates/age of ▸ people do not understand its content importance, or how it works. Many Ability for robots to read your site ▸ agencies will try and sell you SEO services. Accessibility for the disabled ▸
WHAT ARE KEYWORDS + SERPS? Keywords Search Engine Results Pages The word keyword is a bit misleading, as A SERP os a list of links that a search it most often is a phrase. engine returns based on a keyword. Keywords are the items that are SERPs are different for every keyword, searched in a search engine and change frequently, and are linked to correlate with a search engine results location, type of device, user page. demographics and many other Humans create keywords, and often uncontrollable factors. they are more specific than you may When wanting to be at the top of Google, think. you actually want to be at the top of specific SERPs
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