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1 Dublin Shop Local Search Engine Optimization Presented By David Mitroff, Ph.D Alameda County SBDC Dublin Public Library September 23, 2014
2 Thanks to our Sponsors
3 Who is the SBDC?
4 Region Northern California SBDC Locations 1. Alameda 2. Central Coast 3. Contra Costa 4. Humboldt (lead) 5. Livermore 6. Napa 7. Marin 8. Mendocino 9. North Coast 10.San Francisco 11.San Mateo 12.Silicon Valley 13.Sonoma 14.Solano
5 Our Host SBDCs stimulate sustainable economic prosperity throughout coastal Northern California and the greater San Francisco Bay area. Through world class, transformative business counseling and training, we assist entrepreneurs with solutions for more profitable business management to thrive in today s global market The purpose of the Oakland Metropolitan Chamber of Commerce is to promote commerce and industry, to advance economic growth
6 Our Services Free One-on-One Consulting Free & Low cost Seminars
7 Feeling like you are in it alone?
8 ACSBDC Consultants Gerry Baranano Bob Lane Carolyn Johnson Ron Barrett Technology Gov. Contracts Bus. Planning Loan Specialist Dorian Webb Ecommerce/Retail David Mitroff emarketing Deagon Williams Food/Restaurants
9 ACSBDC Consultants Ed Duarte Don Stoneham Bob Komoto Deb Doyle Construction Procurement Import/Export Branding Dave Bokash Web Technology Paula Mattisonsierrra Retail Henry Charlot Bus. Planning
10 How to register for services
11 Seminars Access to Capital Starting a Business Marketing for the Holidays Marketing for Artists Basic Bookkeeping & QuickBooks Social Media Building An Effective Web Presence And more Register at
12 Technology Initiative o Focuses on qualified technology companies. o Assists with the commercialization of technology and preparing for fund raising o Nofees for its services and takes no ownership interest. o Goal is to help technology companies start, grow and thrive 12
13 Are we effective? SBDCs are required to track and measure results o New Business Starts o Jobs Created o Jobs Retained o Increases in Sales o New Loans Secured o New Equity Capital Secured 13
14 ACSBDC Economic Impact 1,085 Companies Counseled 3,485 Seminar Attendees 80 Business Starts $12.8 MM Revenue Generated $25.2 MM Loans Secured $23.2 MM Equity Invested
15 Please complete the Evaluation form at the end
16 Instructions for counseling signup & presentation download
17 Dublin Shop Local Search Engine Optimization Presented By David Mitroff, Ph.D Alameda County SBDC Dublin Public Library September 23, 2014
18 What we will cover Goals of Marketing / Sales Process Website and Social Media Generates New Opportunities Web and Social Media Ecosystem 9 Key Areas Website basics SEO / CRO Google Search Engaging Visitors (Fresh Content) Resources / Action Items
19 MARKETING HAS CHANGED traditional traditional marketing marketing find convert keep engagement marketing FIND MORE find convert keep
20 Traditional Marketing One to Many Company Message Messages Audience
21 Online Marketing Or emarketing Many to Many Audience Website Audience Newsletters Company Message Social Media Audience Search Engine Optimization (SEO) Audience
22 Goals of Marketing Communicate with your customers to: Create Brand Awareness Strengthen Customer Loyalty Generate New Opportunities
23 Increasing Leads - Prospecting Efforts
24 Possible Engagement Marketing Objectives: Customer Retention Programs Establishing trust & authenticity Increased referrals Word of Mouth advertising Testimonials from satisfied customers Immediate Feedback about products and services Promotion to a larger audience Market research
25 Find Your Online Audience What Are they Looking For? Where are they on the Internet? How Do they Find You? What are Your Competitors doing? Develop a set of questions to survey your current or perspective clients Do your research!
26 Tracking & Analysis The Key Benefit of Online Marketing is the ability to track and analyze results, then quickly iterate and adjust for optimal performance
27 9 Key Areas of Social Media 1. Website & Blog 2. Online Directories 3. Review Sites 4. Social Networks 5. Micro Blogging 6. Rich Media 7. Mobile Apps 8. Industry Specific 9. Event Promotion
28 1 Website & Blog Google Ranking, AlexaPage Ranking, SEO/CRO, Blogger, TypePad, Wordpress Control the content. A chance to tell your story. Define a clear message. What do you offer? Create a medium for contact. Invite feedback, questions Provide links to other pages. Share your FB, Twitter Update your content. Consistency in theme and info.
29 Website The Hub of Your Online Strategy Most important area Definition of you and your message Central hub with links to other sites You control it
30 Website Wix.com Build your Website Today Create Your Stunning Website. It's Free Wixenables everyone to design, publish and host stunning HTML5 websites. Easy drag-and-drop website builder! No coding No previous design skills
31 Theme Does the theme of the website continue throughout each page? i.e. each tab/page appears to belong to the recurring theme of the site. Overall Look, clean, concise, themed throughout each page Updated
32 Brand & Purpose of The Site Purpose Message clearly written Provide background Products and Services clearly defined What are we about?
33 SEO / CRO Search Engine Optimization / Conversion Rate Optimization Helps drive traffic to your site Off-page SEO (work that takes place separate from your website) On-page SEO (website changes to increase rank)
34 Make An Offer discounts downloads B2B services hints + tips event invites support a cause
35 Calls to Action When on the Homepage What do you want me to do? What are your next steps, requests, actions Are services/products labeled and promoted properly?
36 Call to Action Vcita Online Scheduling Software and Business Calendar Easy Appointment Scheduling for Your Clients Best Business Calendar for Your Team
37 Call to Action Constant Contact Marketing Customer Loyalty Program Easy Appointment Scheduling for Your Clients -Best Business Calendar for Your Team
38 Social Media Links Does the homepage contain links to other sites, pages, accounts such as: Facebook Twitter Local Groups Clear icons, links, buttons for such sites
39 Contact Information CONTACT Is contact information available such as /phone/address? Medium for people to contact you , phone #, address, etc. Feedback/comments Updates listed Calendar LINKSto other sites (FB, Twitter, etc.)
40 Rich Media Videos / Pictures How are the graphics of the page? Images, fonts, layout, etc. Media Photos, videos On website, event sites, Linkedin, YouTube, Flickr Quality of photos and videos
41 Stay Current = SEO How often is the website updated/monitored? Is it relevant?
42 Website Checklist Is the domain/web address clearly branded and easily identifiable? Is it independent from a website/blog support or production site? Is the brand/purpose of the site readily seen on the home/landing page? Does the site include information about the business such as purpose, story, background or 'what we're about? Does the homepage contain links to other sites/pages/accounts such as Facebook, Twitter or other affiliate groups? Are there clear icons/links? buttons for such sites? Is contact information available such as /phone/address? (CALL TO ACTION) Are services/products labeled and promoted properly? Is there a medium to interact with clients such as an signup? Does the theme of the website continue throughout each page? How are the graphics of the page? Images, fonts, layout, etc. How often is the website updated/monitored? Is it relevant?
43 2Online Directories Google Local/Maps, Yahoo Local, Yellow Pages, CitySearch, Chambers Search yourself. The power of Google! Look for similar businesses. If you re not listed, someone else is! Display correct contact info. Location, phone #, hours, directions MUST be correct. Take a photo. If they know what to look for, they ll find it.
44 GOOGLE GET ET YOUR BUSINESS ONLINE
45 3 Review Sites Yelp, Zagat, Chow, Lawyers.com Rely on word of mouth. People trust personal accounts more than ads. Offer additional information. Yelp is a mobile tour guide. Respond to reviews. Thank those who provide feedback. Learn from your reviews. Don t make the same mistake twice!
46 4Social Networks Facebook, Linkedin, Biznik, VentureStreet Communicate with clients. Be involved with the conversation. Connect. Associate your business with related pages and people. Establish a following. Invite past clients/customers to view your page.
47 Social Networks Example: 86% of B2B Marketers use LinkedIn Manage your professional contacts and relationships Find individuals you know in a professional capacity Join networks or groups by industry, geography, or work history Company Profile Participate in discussions Recruit attendees to your events Invite people to join your mailing list
48 5Micro Blogging Twitter, Friendfeed Interact with daily events. How can you relate to what s happening? Remind everyone about events. Update information leading up to the event. Invite new customers. Friend of a friend of a friend...
49 6Rich Media YoutubeVideos, itunes Audio PodCast, Flickr Pictures Appeal to the senses. -The eyes are drawn to an image/video first! Attract new customers. -If the website quality is great, then people assume the business quality is great, as well. Entertain your audience. -Get creative with images and videos.
50 7 Mobile Apps FourSquare, Urbanspoon, Yelp, iphone, SMS Text Stay in contact. -People are ALWAYS on their smart phones. Solidify your relationship. -Make the client feel special for receiving extra attention. Go the extra mile. -This shows that you re following through.
51 8 Industry Specific East Bay Express, San Francisco Chronicle, DiabloMag.com Network within your group. Get the scoop on what s the latest and greatest. Surround yourself with what you want to become. Hang out with like-minded businesses. Help those who help you. You never know when you ll need something.
52 Industry Specific Example - Medical Industry Over 60 Sites!
53 Industry Specific Example Best of Sites
54 Best of Sites
55 9 Event Promotion Meetup, Zvents, Constant Contact Events, PlanCast, FullCalendar.com Promote what you ve got. An event can attract more business. Collaborate with others. Get other businesses involved. Feature your calendar. The internet is a great way to publicize!
56 Event Promotion: Marketing
57 Event Promotion: Twitter
58 Event Promotion: Facebook
59 Event Promotion: Linkedin Groups
60 Event Promotion: Meetup Groups
61 Popular Tools Used ToMonitor, Manage, and for Content ideas Popular time management and monitoring tools include: Google Alerts HootSuite TweetDeck RSS NutshellMail
62 What Should I Monitor? 1.Your Brand. Think about all its possible spellings/configurations. For example: Far and Away Bicycles, Far&Away, Bicycles, Bikes, etc. 2.Your competitors. Spot successful tactics being used by others in your industry (and the not-so-successful) For example: Does the pizzeria down the street tweet daily? Do the other consultants in your area of expertise have LinkedIn profiles? 3.Categories, topics, and keywords of your business. For example: Pets, Dog Day Care, Cat, Dog, Pet-sitting, Animals, Rescue, etc. 4.The experts and influencers in your business.
63 MONITORING - BIG DATA
64 GOOGLE ANALYTICS
65 MONITORING NUTSHELL UTSHELLMAIL Track your Page Insights Sign up for a Free NutshellMail Account. Read Fan comments Reply from your Inbox
66 MONITORING SPROUT PROUTSOCIAL OCIAL
67 What Should I Do Now? Start listening to your passionate customers Learn more about using marketing and social media together Get simple! Today Sign up for SBDC services Sign up for a free NutshellMailaccount at Use newsletters to encourage your passionate customers to talk about you on Facebook and Twitter Next 30 days Request an audit of your current marketing account. Request a Social Media Report Next 60 days Develop a more comprehensive marketing plan based on your initial tracking and experiments in social media. Attend another SBDC workshop.
68 ESOURCES & D RESOURCES & DISCOUNTED LINKS
69 9 Key Areas of Social Media 1. Website & Blog 2. Online Directories 3. Review Sites 4. Social Networks 5. Micro Blogging 6. Rich Media 7. Mobile Apps 8. Industry Specific 9. Event Promotion
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