Originally presented on Friday, March 16, 2012, these slides present an overview of online marketing and how business owners should market their products and services online. For more information, please contact Edward Niu Edward (@) ilnenterprises . com 510.545.3511

1. Cutting Edge Marketing
for Local Businesses
Edward Niu
510-592-4351
edward@ilnenterprises.com
Text EDNIU to 72727

2. What We’ll Cover Today...
 Is Online Marketing Right for Your Business?
 Pros and Cons of Traditional vs. Online Marketing.
 How to Build Your Online Marketing Plan
 The Four Pillars of Online Marketing
 How to Choose the Best Method to Market Your
Business Online
 Big List of Resources
 Action Plan

3. Online Marketing For You?
 If you have a product or service to sell…
YES!
 We do need to decide on the type of
online marketing though…

4. Why…

5. Why…
43% of all searches on Google are related to
searches for local services or businesses
97% of consumers use the Internet to find and
research products or services in their local area
82% of people performing an online local
search follow-up via an online inquiry, phone
call or visit to an offline local business.

6. Pros & Cons of Online
Pros Cons
 More people turning  Seems Technical?
to online sources  “One More Thing To
 Measurable ROI Worry About”
 Make sales while you  Expensive?
sleep  Web Presence Needed
 Diversity of marketing
methods
 DIY possible
 Keep ‘em Coming Back

7. What’s The Plan?
1. Attract More Customers
Which ones though? Aim for high-end BUYERS.
2. Have Existing Customers
Buy More

8. What’s Your Market
 Who’s Your Typical Customer?
 Who’s Your Ideal Customer?
 What would they search for online?
 What “keywords” would they use?
KEYWORD: The word or phrase that someone types
into a search engine in order to find information
related to it.

9. Market Research
Find the Keywords for Your Business…
 Google Adwords Tool
 Free Wordtracker
 Alexa

10. Competitive Research
Find out what your competition is doing…
 Quantcast.com
 Compete.com
 Alexa.com
 Spyfu.com
 KeywordSpy.com

11. The Sales Funnel
Followup
Build
Traffic Lead Magnet Or
Relationship
Sale
: Take & Analyze Metrics

12. Traffic – 4 Major Sources
 Paid Traffic
 Organic Traffic, i.e. “Free” Traffic
 Social Media/Social Networking
 Mobile

13. The Sales Funnel
Followup
Build
Traffic Lead Magnet Or
Relationship
Sale
: Take & Analyze Metrics

14. Lead Magnet
Freemium Model:
Provide Valuable Content for Free in order to
gain contact information & build relationship
Landing Page:
Webpage whereby incoming Traffic of
Visitors are directed. Should FOCUS on
one primary goal.

15. The Sales Funnel
Followup
Build
Traffic Lead Magnet Or
Relationship
Sale
: Take & Analyze Metrics

16. How to Follow Up
 Email & Autoresponder (Aweber,
MailChimp, ConstantContact)
 Social Networking (Facebook,
Twitter, Linkedin, Google+, Pinterest)
 Video (YouTube, Screen Capture)
 SMS Text
 Blog
 Phone
 Direct Mail (sendoutcards.com)

17. Building the Relationship
The Fortune is in the Followup
Make a Friend, Make a Sale
KNOW
LIKE
TRUST

18. Sample Sales Funnel

19. The Sales Funnel
Followup
Build
Traffic Lead Magnet Or
Relationship
Sale
: Take & Analyze Metrics

20. Tracking & Analytics
 Simple Method:
Tell your staff to write down where people came from
 Google Analytics
 Link tracking - Pretty Link, Aweber
 Full Sales Funnel Systems
 Infusionsoft & ComF5

21. Traffic – 4 Major Sources
 Paid Traffic
 Organic Traffic, i.e. “Free” Traffic
 Social Media/Social Networking
 Mobile

22. Which Traffic Method?
Very Individual Choice
Questions to Ask:
1. What’s the purpose of my marketing?
2. How much is my marketing budget?
3. How much time can I spend?
4. Should I outsource the work?
5. How should I build my customer
relationship?

23. My Recommendation
 Paid Traffic First
 Test your landing page & lead magnet
 Once you know it’s good, drive more
traffic & improve conversions (split test)
 Pick retention marketing method as well
 Email or text works in most cases

24. Pay Per Click
 At the top & right of the search
engine results pages (Google,
Yahoo, & Bing)
 Embedded into websites
 Should be labeled as an Ad (or
Sponsored Ad)
 Facebook has Ads too

25. Pay Per View
 Cost Per Media (Impression) aka CPM
 Cost per 1000 impressions
 Can get super low cost per click values
 Adware
 With the installation of free software like a
toolbar or game
 Displays targets ads

26. Search Engine Optimization
 SEO is the art of “optimizing” the ranking of a
website by fully complying with the search engine
algorithms.
 Two types: On-page and off-page SEO
 On-page: What can be changed on the website
 Off-page: Increasing the number of quality links
back to the website designated for SEO
Authority
Home Site
Page “Backlink” http://HomePage.
com

28. SEO: Where to Get Links
 Bookmarking Sites  Look for highly ranked
 Article Directories Sites for backlinks
 Press Releases  Highlight Keywords in
 Video Sites your backlinks
 Forums  Don’t Link Spam
 Blogs
 Social Networks
 Local Directories
 Software Directories

29. Local Search Marketing
 Microsoft stated that 53% of its
mobile searches have local intent.
 Local Search Marketing boosts the likelihood
that local online searchers find your business
 Google Maps, Bing Business Portal, Yahoo Local
 Mobile-Ready Websites
 Claiming or Creating Local Directory Pages
 Getting Customer Reviews Online

30. Social Media Marketing
Social Networking and Social
Media are HUGE portals
to massive audiences
Facebook, Twitter, LinkedIn, Craigslist
 All of these sites offer different marketing
capabilities
 Some of Better than Others for certain industries
 Good to Have a Presence Everywhere

31. What is Mobile Marketing?
According to the Mobile Marketing
Association, mobile marketing is:
“a set of practices that enable
organizations to communicate and
engage with their audience in an
interactive and relevant manner
through any mobile device or
network.”

32. Don’t Leave Home Without

33. Mobile Marketing Methods
 QR Codes
 SMS Text Marketing
 Mobile-Ready Websites
 Mobile Ads
 Social Mobile Location-
Based Services
 Mobile Apps

34. Some Thoughts…
 Marketing is more about being “Top of
Mind” and “Exbranding” Your Business
 More Exposure Points
 Multiple Platforms – Mobile &
Online
 Use Your Imagination
 Not confined to just a website
anymore
 Ask How, not If
 Combine Technologies

35. Action Plan
Customers are searching for
your business right now!
1. Decide to use online
marketing in your overall
marketing plan
2. Do Your Market Research
3. Start with ONE online marketing method
4. Sketch out your sales funnel
5. Determine your metrics (success/failure)
6. Do It Before Your Competition Does

36. Bonuses
Plus: Ed Niu’s Big List of Resources

37. Q&A
Edward Niu
Text EDNIU to 72727
510-592-4351
edward@ilnenterprises.com
Facebook.com/edniu
LinkedIn.com/in/edwardniu