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Welcome

Digital Marketing for Small Businesses

Instructor: Steven Matt, Global Director of Digital Marketing for Fiserv

Meet Your Instructor

Steven Scott MattDirector of Digital Marketing at Fiserv

MA in Marketing from NYU

BA in Communications from Pratt

Taught over 100 Digital Marketing classes in NYC

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More people are searching online now than ever, so it’s critical that you appear in search results.

Optimize for Search

36 Ways To Grow Your Business During the Pandemic

It’s critical to allow your customers the ability to purchase online or order ahead for pick-up.

Build a Website

Stay in touch with your customers to keep them informed of offers, hours, and special instructions for to the shelter-in-place policies.

Send Emails

Increase your revenue now to carry you through the shelter-in-place period.

Sell Gift CardsYour business may be eligible for a $10,000 fully forgivable loan from the SBA.

Apply for the SBA Loan

Stay in touch with your customers on the social media platforms you use.

Use Social Media

What You’ll Learn 4

1. How to acquire new customers2. How to keep existing customers coming back

How We’re Going to Achieve Our Goals 5

Goals Strategies Tactics

Acquire New CustomersIncrease Discoverability Online

• SEO• Google Maps• Apple Maps• Yelp• Ads• Social Media

Improve Shopping Experience

• Rewards• Line-Busting• Email• Social Media

Keep Existing Customers

What you want to do How you’re going to do it The tools you’ll use to do it

WEBSITE

6The Hub and Spoke Model

EARNED

OWNED

PAID

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Wow!

The Conversion Probability Matrix

Conversion Probability

Pros

pect

Qua

lity

Adve

rtisi

ng

Email

Search

Social Media

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93% of all online experiences

begin with a search engine

source: https://www.imforza.com/blog/8-seo-stats-that-are-hard-to-ignore/

Get New Customers > Increase Discoverability > SEO

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The practice of improving and promoting a websitein order to increase the number of non-paid visitors the site receives from search engines.

Source: Moz

Get New Customers > Increase Discoverability > SEO

10Get New Customers > Increase Discoverability > SEO

The first organic position receives 33% of all searches

75% of users never click to the second page

The first page receives 92%

of all clicks

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WebsiteScore.orgBenefits

• Free• Takes 15 seconds• Lists everything that’s wrong with your website

12Get New Customers > Increase Discoverability > SEO

Keyword in Title Tag

Domain age

The number of factors that Google looks at when determining where to rank a website.

Keyword in H1 Tag

Keyword density

Content length

Page load speed

Keyword in the domain

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Domain Penalties

Backlinks

13Get New Customers > Increase Discoverability > SEO

Before you invite people over, it’s a good idea to clean up your house.

The same is true with your website. Before you drive traffic to your website, you should optimize it for visitors and for Google.

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Best Practices for Optimizing Your WebsiteDo these things before driving traffic to your site.

• Choose three keywords to rank for using Google Keyword Planner

• Include keywords in the following areas: • Title Tags• H1 Tags• Description Tags• Blogs posts• Body copy

• Check for broken links BrokenLinkCheck.com & fix them.• Check for excessively large images (<100kb) to increase load

time.• Create a sitemap.• Make sure you site is mobile optimized.• Finally…sign up for Google Webmaster Tools to have it crawled.

Get New Customers > Increase Discoverability > SEO

Title tags are unique, concise definitions of page content. They’re one of the most important contributors to PageRank and have one of the largest effects on where you appear on Google.

Critically important is keyword choice as well as keyword placement; the first word is valued most, followed by the second word, then the third, and so on.

They should be keyword-rich while still remaining highly user friendly. It needs to convince a person to click on it.

Character limit of 70 but 65 is optimal.

Title Tag

Title Tag

15Get New Customers > Increase Discoverability > SEO

The meta description has no impact on Google search results ranking, but it does impact a person's likelihood to clickthrough.

Therefore, it's important to be concise and descriptive (many sites have meta descriptions that ‘run off' because of lengthiness) and should always include a call-to-action.

Character limit of 150-160.

Description Tag

Description Tag

16Get New Customers > Increase Discoverability > SEO

H1 Tags are unique, concise definitions of page content. H1 Tags can be the same as Title Tags.

Critically important is keyword choice as well as keyword placement; the first word is valued most, followed by the second word, then the third, and so on.

They should be keyword-rich while still remaining highly user friendly (again, it still needs to convince a person to click on it).

Character limit of 70 but 55 is optimal.

H1 Tag

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H1 Tag

Get New Customers > Increase Discoverability > SEO

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Offsite SEO: Backlinks

• Create a list of your top 10 sites that should have a link to your site.• Write an article and include a backlink to your site.• Contact website owners and persuade them to publish your article.• The more relevant & popular the site, the more valuable the backlink.

Get New Customers > Increase Discoverability > SEO

Backlink

19Get New Customers > Increase Discoverability > Creating Content

"No one who bought detergent ever wanted detergent.

They wanted clean clothes. Talk about clean clothes.”

20Get New Customers > Increase Discoverability > Creating Content

Start Blogging and Repurposing Your Content

• The posts should helpful, relevant, and engaging.• Use keywords that you want to rank for in the blog posts.• Launch your blog with at least 3 posts to fill it up.• Write at least 1 blog post per month.• Link within your site when relevant.

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Links to blog

22Get New Customers > Increase Discoverability > Creating Content

AnswerThePublic.com

23Get New Customers > Increase Discoverability > Google Maps

Google.com/Business

• Reviews• Business Hours• Website• Address• Products• Images

24Get New Customers > Increase Discoverability > Apple Maps

MapsConnect.Apple.com

• Reviews• Business Hours• Website• Address• Images

25Get New Customers > Increase Discoverability > Yelp

Biz.Yelp.com

• Reviews• Business Hours• Website• Address• Products• Images

26Get New Customers > Increase Discoverability > Facebook Ads

• Free• Only shown to your followers

Organic Posts Boosted Posts Facebook Ads

• Costs money• Easy-to-use• Can be created after you

create an organic post

• Costs money• Manage ads in bulk

27Get New Customers > Increase Discoverability > Remarketing with Facebook Ads

28Retention > Improve Shopping Experience

29Retention > Improve Shopping Experience > Rewards

Clover Rewards

• Decrease fraud• Delight your customers• Reduce paper waste

30Retention > Improve Shopping Experience > Streamline the Checkout

Simplify the checkout experience

• Collect only the minimal form data• Accept a variety of payment types (not just PayPal)• It should take three steps of fewer to complete checkout

31Retention > Improve Shopping Experience > Email

VStinylink.org/constant

32Retention > Improve Shopping Experience > Email

• Helpful, relevant, and engaging• Link to your website—do not put full article in Email• Keep the subject line relevant and short (< 10 words)

33Retention > Improve Shopping Experience > Mobile POS

Choose a flexible POS

• Decrease line time• Reduce walk outs• Pay at the table• Accept payments anywhere

Clover.com

QA34Thanks

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