Online Marketing Session 1

•

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The document provides an introduction to online marketing strategies for small businesses. It discusses the importance of online marketing and social networking for business success. Over the course of 4 weeks, the series will cover topics like search engine optimization, content marketing, website design best practices, and call-to-action strategies to engage customers online.

Tecnología Empresariales

An introduction for small businesses

March 2012

• How many of you plan to start your own practice?
~~~
• How many of you think online marketing is important
to the success of a health practitioner?
~~~
• How many of you currently participate in at least one
social networking venue?
~~~
• What would you like to take away from this series over
the next 4 weeks?

copyright © 2012 mandala services

The promotion of
a product, service
or cause that is
carried out
electronically via
the internet

5
copyright © 2011 mandala services

Business
Process

source: www.prlog.org/10690572-costa-rica-seo-and-online-marketing-done-right.html
7
copyright © 2012 mandala services

Search Engine Mktg

references to your
business

copyright © 2012 mandala services
1/24/11 8

the options these days are
endless
• don’t be intimidated
• start with 2 or 3
• monitor your results
• if you find yourself
avoiding it, try
something else
• don’t wait until you need
more clients

9
copyright © 2012 mandala services

• connect
• stay top of mind
• establish credibility
• create trust
• educate

10
copyright © 2012 mandala services

• inform
• educate
• connect
• create trust
• save time and
money

12
copyright © 2012 mandala services

• what is the vision for your business?
• what is your target market?
• what is the goal of your site?
• what do you like/dislike about other websites in
general? and your competitor websites?
• what differentiates you from your competitors?
• what feelings and values do you want to convey?

15
copyright © 2012 mandala services

• contact us form • share this
• mailing list sign up • video presentations
• Blogging with rss feed • scheduling
• calendar of events
• content management
• storefront – products,
• analytics services, webinars
• site search
• affiliate marketing
• access to premium
content

18
copyright © 2012 mandala services

 keep it simple! ⓧ use visuals just for the
 keep it fresh & up- sake of using them
to-date ⓧ write a book, or even
 use pdfs for more an essay
detailed material ⓧ have under
 highlight the current construction pages
page ⓧ use external links or
 review analytics mailto in menus
regularly ⓧ much flash, if any

19
copyright © 2011 mandala services

† source: http://en.wikipedia.org/wiki/Search_engine_optimization
20
copyright © 2011 mandala services

Go back one page

21
copyright © 2011 mandala services

 Search extends far beyond your website
 YouTube, Facebook, Social Bookmarking sites
 Web directories, blogs, forums, other websites
 Keyword research
 Location based search
 Outbound links to well established sites
 Monitor your SEO
 http://www.seomoz.org/tools

22
copyright © 2011 mandala services

 Test out your website with Google’s keyword tool
 https://adwords.google.com/select/KeywordToolExternal
 Get ideas for new keywords with YouTube’s
keyword tool
 https://ads.youtube.com/keyword_tool

23
copyright © 2011 mandala services

 content  simple link structure &
 quality, fresh, engaging, site map
linkable, sharable,
relevant  search engine friendly urls
 establish yourself as an  every page
expert  call to action and value
 blog proposition
 local events and services  location & service

 core search terms in  avoid flash or ajax content
home page title
 alt tag, html titles,
keywords

27
copyright © 2011 mandala services

 Online marketing is important to your business
 Your website is the hub of your online marketing
strategy
 The goal of your website is to turn visitors into
clients
 The design and content of your website is crucial to
keeping people on it and getting them to take
action.
 Search engine optimization is key to helping
people find you online.
28
copyright © 2011 mandala services

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Online Marketing Session 1

1. An introduction for small businesses March 2012

2. • How many of you plan to start your own practice? ~~~ • How many of you think online marketing is important to the success of a health practitioner? ~~~ • How many of you currently participate in at least one social networking venue? ~~~ • What would you like to take away from this series over the next 4 weeks? copyright © 2012 mandala services

4. 4

9. the options these days are endless • don’t be intimidated • start with 2 or 3 • monitor your results • if you find yourself avoiding it, try something else • don’t wait until you need more clients 9 copyright © 2012 mandala services

11. 11

13. • professional & clean • engaging and articulate • values • consistent & intuitive • directly calls for action • philosophy • uses visuals intelligently • reliable • expertise • credible and clear • search engine friendly • personality or culture • image/brand 13 copyright © 2012 mandala services

15. • what is the vision for your business? • what is your target market? • what is the goal of your site? • what do you like/dislike about other websites in general? and your competitor websites? • what differentiates you from your competitors? • what feelings and values do you want to convey? 15 copyright © 2012 mandala services

18. • contact us form • share this • mailing list sign up • video presentations • Blogging with rss feed • scheduling • calendar of events • content management • storefront – products, • analytics services, webinars • site search • affiliate marketing • access to premium content 18 copyright © 2012 mandala services

19.  keep it simple! ⓧ use visuals just for the  keep it fresh & up- sake of using them to-date ⓧ write a book, or even  use pdfs for more an essay detailed material ⓧ have under  highlight the current construction pages page ⓧ use external links or  review analytics mailto in menus regularly ⓧ much flash, if any 19 copyright © 2011 mandala services

22.  Search extends far beyond your website  YouTube, Facebook, Social Bookmarking sites  Web directories, blogs, forums, other websites  Keyword research  Location based search  Outbound links to well established sites  Monitor your SEO  http://www.seomoz.org/tools 22 copyright © 2011 mandala services

23.  Test out your website with Google’s keyword tool  https://adwords.google.com/select/KeywordToolExternal  Get ideas for new keywords with YouTube’s keyword tool  https://ads.youtube.com/keyword_tool 23 copyright © 2011 mandala services

27.  content  simple link structure &  quality, fresh, engaging, site map linkable, sharable, relevant  search engine friendly urls  establish yourself as an  every page expert  call to action and value  blog proposition  local events and services  location & service  core search terms in  avoid flash or ajax content home page title  alt tag, html titles, keywords 27 copyright © 2011 mandala services

28.  Online marketing is important to your business  Your website is the hub of your online marketing strategy  The goal of your website is to turn visitors into clients  The design and content of your website is crucial to keeping people on it and getting them to take action.  Search engine optimization is key to helping people find you online. 28 copyright © 2011 mandala services

Notas del editor

How many of you think a website is important? A simple search for acupuncture and your town could potentially put you at the top of the list in a search if SEO is done well; people who get referrals often like to check out a website and mull it over for a while before taking action Professionalism, savvy, values, convey soft qualities (gentle, supportive, understanding) Provide timely articles/blog postings on pertinent and timely topics, recommend other modalities, provide answers to common questions, provide guidance on common conditions for support outside the acupuncture room; diet, exercise, spirituality When I go to a practiioner’s website if it looks really outdated, not much info of value and/or the info is hard to find it sends me a message that might make me less inclined to proceed Can be changed easily, frequently asked questions, scheduling, provide info that otherwise you’d have to give over the phone, prepare clients for first visit, post intake forms 1/24/11 copyright © 2011 mandala services online marketing for small businesses
Clean design; good use of white space, professional, intuitive layout; easy to scan, variety of ways to find things Not sure what they do 1/24/11 copyright © 2011 mandala services online marketing for small businesses
How many of you think a website is important? A simple search for acupuncture and your town could potentially put you at the top of the list in a search if SEO is done well; people who get referrals often like to check out a website and mull it over for a while before taking action Professionalism, savvy, values, convey soft qualities (gentle, supportive, understanding) Provide timely articles/blog postings on pertinent and timely topics, recommend other modalities, provide answers to common questions, provide guidance on common conditions for support outside the acupuncture room; diet, exercise, spirituality When I go to a practiioner’s website if it looks really outdated, not much info of value and/or the info is hard to find it sends me a message that might make me less inclined to proceed Can be changed easily, frequently asked questions, scheduling, provide info that otherwise you’d have to give over the phone, prepare clients for first visit, post intake forms 1/24/11 copyright © 2011 mandala services online marketing for small businesses

Online Marketing Session 1

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Notas del editor