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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
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
11Get New Customers > Increase Discoverability > SEO
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.
21Get New Customers > Increase Discoverability > Creating Content
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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