FL/AL ARVC Internet Marketing Presentation

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  • FL/AL ARVC Internet Marketing Presentation

    1. 1. Making Sense Of Internet MarketingGoogle Analytics, Facebook, SEO and Pay-Per-Click by John Barron, GravityFree
    2. 2. What Do I Do?
    3. 3. What Do I Do?• Facebook Is So Popular!
    4. 4. What Do I Do?• Facebook Is So Popular!• What About Pinterest?
    5. 5. What Do I Do?• Facebook Is So Popular!• What About Pinterest?• PPC Is So Expensive
    6. 6. What Do I Do?• Facebook Is So Popular!• What About Pinterest?• PPC Is So Expensive• SEO Is For Witch Doctors
    7. 7. What Do I Do?• Facebook Is So Popular!• What About Pinterest?• PPC Is So Expensive• SEO Is For Witch Doctors• I’ll Just Do Print Ads
    8. 8. What Do People Do Online?
    9. 9. What Do People Do Online?• Talk, Consume, Search
    10. 10. What Do People Do Online?• Talk, Consume, Search • Talk on social sites, email, instant msg., games (1/3)
    11. 11. What Do People Do Online?• Talk, Consume, Search • Talk on social sites, email, instant msg., games (1/3) • Consume Content like news, video, (1/2)
    12. 12. What Do People Do Online?• Talk, Consume, Search • Talk on social sites, email, instant msg., games (1/3) • Consume Content like news, video, (1/2) • Search on Google, portals, classifieds (1/6)
    13. 13. What I Will Talk About
    14. 14. What I Will Talk About• How To Monitor Your Website Visitors’ Behavior With Google Analytics
    15. 15. What I Will Talk About• How To Monitor Your Website Visitors’ Behavior With Google Analytics• How To Interact With Them On Facebook
    16. 16. What I Will Talk About• How To Monitor Your Website Visitors’ Behavior With Google Analytics• How To Interact With Them On Facebook• How To Improve Your Organic Search Ranking
    17. 17. What I Will Talk About• How To Monitor Your Website Visitors’ Behavior With Google Analytics• How To Interact With Them On Facebook• How To Improve Your Organic Search Ranking• How To Manage Pay-Per-Click
    18. 18. Google Analytics
    19. 19. Google Analytics• Tells You Almost Everything You Need To Know About Whether (Or Not) Visitors Like Your Site
    20. 20. Google Analytics• Tells You Almost Everything You Need To Know About Whether (Or Not) Visitors Like Your Site • Time on site
    21. 21. Google Analytics• Tells You Almost Everything You Need To Know About Whether (Or Not) Visitors Like Your Site • Time on site • Bounce rate
    22. 22. Google Analytics• Tells You Almost Everything You Need To Know About Whether (Or Not) Visitors Like Your Site • Time on site • Bounce rate • Avg. page views
    23. 23. Google Analytics• Tells You Almost Everything You Need To Know About Whether (Or Not) Visitors Like Your Site • Time on site • Bounce rate • Avg. page views • URL Goals (inquiries, email signups)
    24. 24. Google Analytics (cont.)
    25. 25. Google Analytics (cont.)• Tells You Where Your Visitors Come From
    26. 26. Google Analytics (cont.)• Tells You Where Your Visitors Come From • Geography
    27. 27. Google Analytics (cont.)• Tells You Where Your Visitors Come From • Geography • Online source
    28. 28. Google Analytics (cont.)• Tells You Where Your Visitors Come From • Geography • Online source • Cost of PPC
    29. 29. Google Analytics (cont.)• Tells You Where Your Visitors Come From • Geography • Online source • Cost of PPC • Keyword source
    30. 30. Google Analytics (cont.)• Tells You Where Your Visitors Come From • Geography • Online source • Cost of PPC • Keyword source • Mobile vs. desktop
    31. 31. Google Analytics (cont.)
    32. 32. Google Analytics (cont.)• Calendar Comparisons
    33. 33. Google Analytics (cont.)• Calendar Comparisons• Goals Let You Know If Specific Actions Are Being Taken
    34. 34. Google Analytics (cont.)• Calendar Comparisons• Goals Let You Know If Specific Actions Are Being Taken • Inquiry, email signup
    35. 35. Google Analytics (cont.)• Calendar Comparisons• Goals Let You Know If Specific Actions Are Being Taken • Inquiry, email signup • Must require url for simple setup
    36. 36. FaceBook
    37. 37. FaceBook• From 2009 to 2010, The Average Visitor Spent 66% More Time On Social Sites (Nielson Wire)
    38. 38. FaceBook• From 2009 to 2010, The Average Visitor Spent 66% More Time On Social Sites (Nielson Wire)• 888,000+ People Join FB Every Day
    39. 39. FaceBook• From 2009 to 2010, The Average Visitor Spent 66% More Time On Social Sites (Nielson Wire)• 888,000+ People Join FB Every Day• Consumers Are 50% More Likely To Buy If They Are Engaged Via Social Media (Chadwick Martin Bailey)
    40. 40. FaceBook
    41. 41. FaceBook• What Do You Post To Your Page?
    42. 42. FaceBook• What Do You Post To Your Page? • Event notices, specials
    43. 43. FaceBook• What Do You Post To Your Page? • Event notices, specials • Weather in the area
    44. 44. FaceBook• What Do You Post To Your Page? • Event notices, specials • Weather in the area • Videos and photos
    45. 45. FaceBook• What Do You Post To Your Page? • Event notices, specials • Weather in the area • Videos and photos • Blog posts or links to articles
    46. 46. FaceBook• What Do You Post To Your Page? • Event notices, specials • Weather in the area • Videos and photos • Blog posts or links to articles • Answers to questions, email topics
    47. 47. FaceBook (Cont.)
    48. 48. FaceBook (Cont.)• What Do You Post?
    49. 49. FaceBook (Cont.)• What Do You Post? • Stories about guests
    50. 50. FaceBook (Cont.)• What Do You Post? • Stories about guests • Contests (requires tool like Wildfire.com)
    51. 51. FaceBook (Cont.)• What Do You Post? • Stories about guests • Contests (requires tool like Wildfire.com) • Trivia questions
    52. 52. FaceBook (Cont.)• What Do You Post? • Stories about guests • Contests (requires tool like Wildfire.com) • Trivia questions • Blog posts or links to articles
    53. 53. FaceBook Friends
    54. 54. FaceBook Friends• How Do You Get More?
    55. 55. FaceBook Friends• How Do You Get More? • Use FB social plugin (see Developers link at bottom of FB page)
    56. 56. FaceBook Friends• How Do You Get More? • Use FB social plugin (see Developers link at bottom of FB page) • Run FB ad campaign (see Advertising link at bottom of FB page)
    57. 57. FaceBook Friends• How Do You Get More? • Use FB social plugin (see Developers link at bottom of FB page) • Run FB ad campaign (see Advertising link at bottom of FB page) • Contest (must use 3rd party)
    58. 58. FaceBook Friends• How Do You Get More? • Use FB social plugin (see Developers link at bottom of FB page) • Run FB ad campaign (see Advertising link at bottom of FB page) • Contest (must use 3rd party) • Send guests an email
    59. 59. Search EngineOptimization (SEO)
    60. 60. Search Engine Optimization (SEO)• How Does My Website Rank Well?
    61. 61. Search Engine Optimization (SEO)• How Does My Website Rank Well? • Internal elements like text, page titles
    62. 62. Search Engine Optimization (SEO)• How Does My Website Rank Well? • Internal elements like text, page titles • External elements like links, citations
    63. 63. Search Engine Optimization (SEO)• How Does My Website Rank Well? • Internal elements like text, page titles • External elements like links, citations • Local search is becoming more important
    64. 64. Search Engine Optimization (SEO)• How Does My Website Rank Well? • Internal elements like text, page titles • External elements like links, citations • Local search is becoming more important • Facebook activity can have an impact
    65. 65. Search EngineOptimization (SEO)
    66. 66. Search Engine Optimization (SEO)• Internal Elements That Help Search Rank
    67. 67. Search Engine Optimization (SEO)• Internal Elements That Help Search Rank • Well written content with appropriate number of keywords
    68. 68. Search Engine Optimization (SEO)• Internal Elements That Help Search Rank • Well written content with appropriate number of keywords • Page titles (up to 2 keywords, plus brand)
    69. 69. Search Engine Optimization (SEO)• Internal Elements That Help Search Rank • Well written content with appropriate number of keywords • Page titles (up to 2 keywords, plus brand) • Internal linking, url file names, address in footer
    70. 70. Search Engine Optimization (SEO)• Internal Elements That Help Search Rank • Well written content with appropriate number of keywords • Page titles (up to 2 keywords, plus brand) • Internal linking, url file names, address in footer • Do the Google cache test
    71. 71. SEO (cont.)
    72. 72. SEO (cont.)• Link Building Ways Heavily On Rank
    73. 73. SEO (cont.)• Link Building Ways Heavily On Rank • Search for competitor domain names in quotes (ex. “ABCRVResort.com”)
    74. 74. SEO (cont.)• Link Building Ways Heavily On Rank • Search for competitor domain names in quotes (ex. “ABCRVResort.com”) • press releases (free-press-release.com)
    75. 75. SEO (cont.)• Link Building Ways Heavily On Rank • Search for competitor domain names in quotes (ex. “ABCRVResort.com”) • press releases (free-press-release.com) • comment on blogs
    76. 76. SEO (cont.)• Link Building Ways Heavily On Rank • Search for competitor domain names in quotes (ex. “ABCRVResort.com”) • press releases (free-press-release.com) • comment on blogs • Use opensiteexplorer.org
    77. 77. Local SEO
    78. 78. Local SEO• Almost As Important As Organic
    79. 79. Local SEO• Almost As Important As Organic • Search for competitor address in quotes (ex. “123 Main St., City, State”)
    80. 80. Local SEO• Almost As Important As Organic • Search for competitor address in quotes (ex. “123 Main St., City, State”) • Submit to local search engines (Google, Yahoo!, Bing)
    81. 81. Local SEO• Almost As Important As Organic • Search for competitor address in quotes (ex. “123 Main St., City, State”) • Submit to local search engines (Google, Yahoo!, Bing) • Submit to directories, review sites
    82. 82. Local SEO• Almost As Important As Organic • Search for competitor address in quotes (ex. “123 Main St., City, State”) • Submit to local search engines (Google, Yahoo!, Bing) • Submit to directories, review sites • Make sure information is consistent
    83. 83. PPC Advertising
    84. 84. PPC Advertising• Works As Compliment To SEO
    85. 85. PPC Advertising• Works As Compliment To SEO • Create buckets of keywords (30 to 50)
    86. 86. PPC Advertising• Works As Compliment To SEO • Create buckets of keywords (30 to 50) • Write ads with keywords in mind
    87. 87. PPC Advertising• Works As Compliment To SEO • Create buckets of keywords (30 to 50) • Write ads with keywords in mind • Take user to appropriate page
    88. 88. PPC Advertising• Works As Compliment To SEO • Create buckets of keywords (30 to 50) • Write ads with keywords in mind • Take user to appropriate page • Bid for best performing traffic, not necessarily first
    89. 89. Time For Questions
    90. 90. Time For Questions• How To Monitor Your Website Visitors’ Behavior With Google Analytics
    91. 91. Time For Questions• How To Monitor Your Website Visitors’ Behavior With Google Analytics• How To Interact With Them On Facebook
    92. 92. Time For Questions• How To Monitor Your Website Visitors’ Behavior With Google Analytics• How To Interact With Them On Facebook• How To Improve Your Organic Search Ranking
    93. 93. Time For Questions• How To Monitor Your Website Visitors’ Behavior With Google Analytics• How To Interact With Them On Facebook• How To Improve Your Organic Search Ranking• How To Manage Pay-Per-Click
    94. 94. Where You Can Find Out More
    95. 95. Where You Can Find Out More• facebook.com/jfbppc
    96. 96. Where You Can Find Out More• facebook.com/jfbppc• twitter: @jbster13
    97. 97. Where You Can Find Out More• facebook.com/jfbppc• twitter: @jbster13• slideshare.net/ JohnBarron1

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