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Internet Marketing for Local Small Business - Part 7

The Secret to Viral Videos according to Margaret Gould Stewart of YouTube




Going viral is to the online world like hitting the jackpot. Everyone, admittedly or not, wants their video to go viral. We’ve heard stories of videos spreading like wild fire all over the internet, but can it happen to MY video? According to Margaret Gould Stewart of YouTube, you first need to understand what type of videos go viral.

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Matt Cutts: How to get your site to the top of Google’s result pages





USA TODAY’s Jefferson Graham interviews Google engineer Matt Cutts on how to get your site to the top of Google with basic, common sense SEO tips.

Here is a brief outline of tips:

1. Know your keywords and make sure they are in your page.

2. Meta Tags matter. That’s what the user sees in the Search Result Pages. Pay special attention to the Title and Description Tags.

3. Get links by starting a blog an providing valuable content for your prospective audience.

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Case study: Dominating the local search results for Dallas plumbers


A few days ago, I decided to run a test campaign for buying keywords in the Dallas plumbers niche. It’s a very competitive niche, so I took on the challenge. After 4 days and less than 10% of what a full blown campaign would require, I have the following results:


  • Multiple listings in pages 1 and 2 in Google, Yahoo, Bing, AOL and ask.com for buying keywords, the same keywords some Dallas plumbers are paying between 5 and 7 dollars per click in their PPC campaigns.

  • These search engines hold 95% of of all the US searches.


  • Page 1 in YouTube

  • Page 1 in Yahoo Video

  • Again, YouTube and Yahoo hold over 70% share of online video views.

By placing the right content in the right places, you can make your business a Leader in your market.

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First steps to market your small business online

If you check the local Dallas search trends, will realize that there is a huge opportunity to get for more leads and customers for your small business. Let’s see the following example:

For a yoga studio with an average sale of $50.00 and a lifetime customer value of $600.00 would take only 5 or 6 new customers to pay the the whole marketing campaign, rest is revenue for the studio. According to our local Dallas keyword research, there are more than 27,000 searching for the terms “yoga dallas” every single month. Even with the lowest coversion rate (.005%) there is a potential of 136 new customers for that niche.

Do you want those customers? I bet you do.

marketing cross road First steps to market your small business online

The first step is making the crucial desicion of where to start, and you can take one of the following routes:

1. Do It Yourself
Internet marketing is not as complicated as it seems, but you will need to devote time to acquire some basic skills to market your business effectively. By acquiring, I don’t mean learning everything yourself, you can get your staff involved in this process and delegate some aspects of your internet marketing campaign.

Just a word of caution here. Do not make your IT guy responsible for the “internet thing” they definetly should be involved in the technical aspects but remember that it is “marketing”. In Mike Koenigs words “It’s not about the technology, it’s about the psycology of the sale”.

2. Hire someone.
There are good reputable companies that can handle your online marketing campaigns. If you decide to hire someone, try looking for a local company first and build a long term relationship with them. Local Internet Marketing companies will be more sensitive to your local market and will be aware of specific circumstances in your market.

As a rule of thumb, stay away from super-mega-massive-secret-anything. Companies that offer what is known as black hat tricks, can provide quick flashy results but kill your online reputation in the long term. Normally this companies offer a single traffic source strategy, like a number of incoming links or multiple posts in Craigslist or sale Facebook friends and fans.

3. Postpone the desicion.
If decide to postpone the desicion… well, just bookmark this article and come back when you are ready. Just keep in mind that someone else is going to be getting those customers.

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How to get Powerful testimonials for your small business

People trust testimonials because they can see how other people have solved a problem with your product or service and can relate to the story being told.

Testimonials can open the doors wide open for a flow of customers that would be much harder to get by other means since people are deciding to buy, instead of being sold.

There are 3 key elements to make your testimonial much more powerful


  1. Has to be specific: State the problem the customer was facing and how they felt about it.
  2. Address the objections: Describe the desicion making process. Why the customer decided to get your product or service, what the other alternatives were.

  3. Provide proof: Phrases like “It worked” or “I love so and so company” are not enough. Use receipts, checks, letters, pictures and any objective proof you can get. Just a word of caution, if you decide to use checks or pictures, just make sure to blackout or blur sensitive information.

Action steps:


  1. Create a 3 or 4 question guide for all your testimonials so all of them follow the same basic structure.

  2. Take your video camera or audio recorder to collect your testimonials.

  3. Get written permission to use their full name, and other information.

  4. Post them in your website. One testimonial in the front page with a link to an internal page with the rest of them.

  5. Announce your testimonial page to your subscribers list or newsletter.

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