The web.com small business forum took place this morning in Draper, UT, and as promised on our radio show I attended and took copious notes, and there’s really some great nuggets in here! Thanks to Debbie Lechner (pictured), the web.com presenter, for doing an outstanding job, I picked up 4-5 really sweet nuggets from this and know that you will too.
These workshops are held throughout the country, and in conjunction with the web.com Pro golf tour, so make sure and go to web.com and check out the schedule to see when they will be in a city near you.
Note that these notes are pretty raw, just copied and pasted right from my iPad into this blog post, so please forgive brevity, grammatical mistakes, or any other neanderthal like writing. Of course, feel free to leave comments or ask questions and I would be happy to clarify anything you don’t understand. That being said, I’m sure you’ll pick up some great nuggets here!
The fundamentals of online marketing
What makes you great, differentiates you
Do you have a good website
-good domain, dos it represent your brand, can customers remember it?
-what are you it to be good at?
The goal of your website really needs to be clear to you, whether drive calls, leads, visits, sales.
-is your phone number easy to find
-hours of operation
– does it convey your value proposition
-does it include trust marks
-does is include relevant imagery. Clean crisp photography and videos
-does it provide key information about what you do?
Optimize your google marketing for mobile devices with click to call functionality
Make sure the domain is yours, not somebody else’s
-who will design the layout, write copy, will it be SEO friendly, who do I call if it isn’t working, established track record
SEO, one of the most important elements of your site
Google reads your site like a book, top to bottom, left to right
-word tracker keyword tool
Submit to major search engines and directories
Get others to link to your site
Reviews matter, ask your customers to review your services on google places, yelp, citysearch etc, Google places, yp.com,
It takes 3,6, or 9 months to show up, so do paid marketing first
Schedule 30 minutes, make a list of industry sites and reach out to them and ask for links
Google places, local businesses have to claim their spot
Social media IS about sales, just not on day 1
-engage, establish credibility, build trust
Its about relationshiops
-like dating, dont ask for marriage on first date
-dont overtly ask for sales
Social media is where it all comes together
-get people talking, tweeting, posting
-search engine results drive your website goals of leads, visits, calls
Facebook average number of friends 130. Hundreds of years ago villages were about 130 and if grew largr people split off and formed a new village
Q does size matter
A Dont focus on likes, focus on engagement
Q will all my posts be read?
A 5-15% of fan base will see your posts. Kmow when your fans are on. Schedule your posts!
Most popular times to post, 5 pm, 7 pm, 11 pm
Q Facebook will directly impact my sales?
A engage, build trust, inspire
Q i must be on Facebook, right?
A know your customers, go where they are. Instagram, linkedin,
Start conversations that are interesting to your fans.
Photos with shirt text work best
Use promoted posts, paid posts that run for 3 days and are seen by your fans and their friends
Track your lcs scores, target 4 or greater
Create engaging ads with clear calls to action
-website must be mobile friendly
-paid search only for mobile
83% of americans are buying products online evy month
Consumers spent $194b online last year
Online tail projected 250 b next year
Ecommerce, more than physical goods
-Events, seminars, classes
Support multiple shipping options
Ability to collect taxes
Flexible product options
Optimized for search engines
Summary of three things from each major category:
-represent your brand
-use top recognised extentions
-buy mis spellings of urls
Know your goals
Fresh content (quarterly at least)
Long tail keywords
Customer focused search terms
Be creative, inspire, cause a stir
Be prepared, schedule and analyze
Be accountable, listen and respond
Send email saying something like half off, like the oage and coupon code supplied there…
Sell or take payments