Internet Marketing For BusinessEstablishing a Competitive Advantage<br />
Search engine marketing<br />From Wikipedia, the free encyclopedia<br />Jump to: navigation, search<br />What is Internet ...
Search engine marketing<br />From Wikipedia, the free encyclopedia<br />Jump to: navigation, search<br />Let’s define SEO ...
© 2009 Site-Seeker, Inc.<br />The premise of social media marketing and PR is engaging the consumer in conversation in a w...
What’s new?  Social Media &  Web 2.0 <br />For grown ups  and for businesses . . .<br />From Wikipedia, the free encyclope...
© 2009 Site-Seeker, Inc.<br />Who uses Linkedin & Why?<br /><ul><li>Business professionals
LinkedIn promotes:
business intelligence, business development, and</li></ul>					the creation of business relationships<br />
Twitter is a free social networking and <br />micro-blogging service that enables its users to send and read other users&a...
Tweetdeck to Manage Your Twitter Community<br />
2<br />4<br />3<br />1<br />Automatic<br />Promotional<br />Informational<br />Personal<br />„Fresh bread just out of oven...
Demonstrate expertise by sharing knowledge
Data Push and Automated Interaction with Customers / Customer Systems
Channel for new form of promotion
Organise / Promote Events
Monitoring & Customer Service
Market research
Emotional bondB2C, B2E, E2E</li></ul>Types of Twitter Communication<br />
We asked a question . . . .<br />We got an answer . . .<br />
We wanted people to know . . .<br />And it worked !<br />TRAFFIC: 195 Clicks<br />
Buyer’s Perspective<br />Based on 2007 B2B Survey by:<br />Of 1,082 Technical buyers who participated in the survey . . . ...
How products used to be purchased . . .<br />I need a …<br />Where do I get it?<br />Shop<br />Months<br />Evaluate<br />N...
… Today (in the Internet era)<br />I need a …<br />Where do I get it?<br />Online<br />Shop<br />Evaluate<br />Negotiate<b...
What does this mean to you?<br /><ul><li>Prospects don’t call as much
They are more informed when they do call
You must place your website in the path of prospects
Your website must be your best sales person</li></li></ul><li>What buyers expect to find online<br /><ul><li>Information r...
How Buyers use the internet . . .<br />Based on the survey performed by Enquiro:<br /><ul><li>Google holds a dominant posi...
74.4% choose an organic link
18.7% choose a sponsored link – 12.2% clicked on a top ad while 6.5% clicked on the    right rail ads
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Internet Marketing Presentation - Updated

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This is an introductory overview of SEM, SEO and PPC used to educate clients and prospects.

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Transcript of "Internet Marketing Presentation - Updated"

  1. 1. Internet Marketing For BusinessEstablishing a Competitive Advantage<br />
  2. 2. Search engine marketing<br />From Wikipedia, the free encyclopedia<br />Jump to: navigation, search<br />What is Internet Marketing - SEO, SEM & PPC<br />From Wikipedia, the free encyclopedia<br />Search Engine Marketing or SEM is a form of internet marketing seeking to promote websites by seeking to improve their visibility in search engine results pages (SERP’s). According to the Search Engine Professional Marketing Organization (SEMPO) SEM methods include: search engine Optimization (SEO), paid placement, contextual advertising or paid inclusion.<br />In 2006 North American advertisers spent 9.4 billion on SEM, a 62% increase of the prior year and a 750% increase over 2002.<br />Search Engine Optimization or SEO is the process of improving the volume and quality of traffic to a website from search engines via “natural” (“organic” or “algorithmic”) search results. Usually the earlier a site is presented in the search results or the higher it “ranks”, the more searchers will visit that site. SEO can also target different kinds of search including image search, local search and industry specific vertical search engines.<br />Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs). According to the Search Engine Marketing Professional Organization, SEM methods include: search engine optimization (or SEO), paid placement, contextual advertising, and paid inclusion.[1] Other sources, including the New York Times, define SEM as the practice of buying paid search listings.[2][3]<br />
  3. 3. Search engine marketing<br />From Wikipedia, the free encyclopedia<br />Jump to: navigation, search<br />Let’s define SEO a little more . . .<br />Search Engine Optimization or SEO is a multi – phase process. To have a successful SEO program you must think of SEO in terms of ongoing and in constant motion.<br />PHASE 1: Website Structure – Navigation, Organization of Code and Link Structure, xml sitemap, robots.txt, Tags: Title, Header, Keyword, Description, Alt Img<br />Content – Keyword Research, Content Rewrite (keyword density etc)<br />Analytics – install or verify GA, establish conversion funnels<br />PHASE 2:Inbound Linking - Research and develop inbound links<br />Create Authority - Create Content Pages for Social Media, Micro sites, 301 redirects for alternate domains, vertical search<br />PHASE 3: Ongoing – SEO Efforts are fluid and ongoing process, touching and addressing all items listed above as well. Also addressing website performance, strengths and weaknesses as indentified in GA reporting.<br />SEO is NOT a one time service. SEO is an ongoing process that requires the provider to monitor for cause and effect and modify actions as needed. There are many things that affect the strength and positioning of a site that are addressed on a priority basis, yet all are crucial to the overall success.<br />Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs). According to the Search Engine Marketing Professional Organization, SEM methods include: search engine optimization (or SEO), paid placement, contextual advertising, and paid inclusion.[1] Other sources, including the New York Times, define SEM as the practice of buying paid search listings.[2][3]<br />
  4. 4.
  5. 5. © 2009 Site-Seeker, Inc.<br />The premise of social media marketing and PR is engaging the consumer in conversation in a way that provides mutual benefit.<br />From:<br />Marketing Sherpa<br />2009 Social Media and PR Benchmark Guide<br />
  6. 6. What’s new? Social Media & Web 2.0 <br />For grown ups and for businesses . . .<br />From Wikipedia, the free encyclopedia<br />Web 2.0 is a term describing changing trends in the use of World Wide Web technology and web design that aims to enhance creativity, secure information sharing, collaboration and functionality of the web. <br />Web 2.0 concepts have led to the development and evolution of web-based communities and its hosted services, such as social-networking sites, video sharing sites, wikis, blogs, and folksonomies…<br />
  7. 7. © 2009 Site-Seeker, Inc.<br />Who uses Linkedin & Why?<br /><ul><li>Business professionals
  8. 8. LinkedIn promotes:
  9. 9. business intelligence, business development, and</li></ul> the creation of business relationships<br />
  10. 10. Twitter is a free social networking and <br />micro-blogging service that enables its users to send and read other users&apos; updates known as tweets. Tweets are text-based posts of up to 140 characters, displayed on the user&apos;s profile page and delivered to other users who have subscribed to them <br />(known as followers).<br />From:<br />Wikipedia<br />
  11. 11. Tweetdeck to Manage Your Twitter Community<br />
  12. 12. 2<br />4<br />3<br />1<br />Automatic<br />Promotional<br />Informational<br />Personal<br />„Fresh bread just out of oven now“<br />„What has your attention?“(„What are you doing?“)<br />„What are you missing?“<br />„What‘s the latest news (about that company)?“<br />Business Uses <br />Business Uses <br />Business Uses <br />Business Uses<br /><ul><li>PR / Corporate communications
  13. 13. Demonstrate expertise by sharing knowledge
  14. 14. Data Push and Automated Interaction with Customers / Customer Systems
  15. 15. Channel for new form of promotion
  16. 16. Organise / Promote Events
  17. 17. Monitoring & Customer Service
  18. 18. Market research
  19. 19. Emotional bondB2C, B2E, E2E</li></ul>Types of Twitter Communication<br />
  20. 20. We asked a question . . . .<br />We got an answer . . .<br />
  21. 21. We wanted people to know . . .<br />And it worked !<br />TRAFFIC: 195 Clicks<br />
  22. 22. Buyer’s Perspective<br />Based on 2007 B2B Survey by:<br />Of 1,082 Technical buyers who participated in the survey . . . <br />“We found a heavy reliance on online research in all aspects of the purchase cycle. We also found that as prospects become aware of potential offerings through offline channels, they naturally turn to online sources to find out more about them.”<br />“… we were struck by how integral online research is and how it virtually mirrors the influence of traditional highly influential factors, such as word of mouth, trade shows and trade publications.”<br />
  23. 23. How products used to be purchased . . .<br />I need a …<br />Where do I get it?<br />Shop<br />Months<br />Evaluate<br />Negotiate<br />Buy<br />
  24. 24. … Today (in the Internet era)<br />I need a …<br />Where do I get it?<br />Online<br />Shop<br />Evaluate<br />Negotiate<br />Prospect contact <br />Buy<br />
  25. 25. What does this mean to you?<br /><ul><li>Prospects don’t call as much
  26. 26. They are more informed when they do call
  27. 27. You must place your website in the path of prospects
  28. 28. Your website must be your best sales person</li></li></ul><li>What buyers expect to find online<br /><ul><li>Information relevant to their need</li></ul> - Do you have what I searched for?<br /> Online Catalog or Product Pages<br /> Searchable Technical Content – easy to navigate<br /> Product Manuals or Spec Sheets<br />- Can you help me?<br /> Technical Support<br /> Contact Information – easy to find<br /> - What do other people think about this product or service?<br />“When asked what the top influences were on the purchase decision, respondents across all phases indicated that the website of the vendor . . . and search engines were the most important influencers.”<br />
  29. 29. How Buyers use the internet . . .<br />Based on the survey performed by Enquiro:<br /><ul><li>Google holds a dominant position – 77.7% of respondents start in Google
  30. 30. 74.4% choose an organic link
  31. 31. 18.7% choose a sponsored link – 12.2% clicked on a top ad while 6.5% clicked on the right rail ads
  32. 32. Top 4 organic listings captured 52.6% of all click throughs with 27.1% going to the #1 position</li></li></ul><li>What impact can effective web design and SEO have?<br />Case Study:<br />What can happen <br /> … in only 42 Business Days!<br />
  33. 33. April 07 new site<br />published<br />Measure<br />Site baseline: May-June 06<br />New site data: May-June 07<br />Approximately 50% more traffic since new site was launched<br />
  34. 34. Measure<br />Client found for “name”<br />searches before & after new site:<br /><ul><li> # of Visitors that knew NAME – stayed the same</li></li></ul><li>Measure<br />Client found for “non-name” searches before & after new site:<br />The number of visitors who didn’t know the company <br />but searched by specific product and service defining <br />keywords increased by 94% . . . <br />New business opportunities!<br />
  35. 35. Measure<br />Visitors that searched by name are now <br />finding more value and staying on site longer<br />
  36. 36. Measure<br />The impact of the site’s ability to engage visitors is very important. <br />The “stickiness” for those that don’t know this company but find them through specific product defining searches is what makes <br />your site a sales vehicle NOT an online brochure.<br />When you combine the site’s ability to engage users and <br />increase traffic the results can be dramatic.<br />
  37. 37. Why Site-Seeker, Inc. ?<br />                                                                            <br />Bluff forges a better way to market online<br />By: Traci Gregory<br />12/12/08 10:13 AM<br />                                          <br />NEW HARTFORD - Internet marketing is about more than adding a few keywords to a Web site to make it pop up in a Google search, according to Brian Bluff, president and CEO of Site-Seeker, Inc. . . .<br />New Hartford, NY (November, 2008) Site-Seeker, Inc., provider of internet marketing and search engine marketing solutions, has been named one of Central New York’s Economic Champions for 2008, by the Syracuse Chamber of Commerce. <br />FastTrack 50 of CNY<br />New Hartford, NY (December, 2008) The Fast Track 50 is a list compiled annually to recognize Central New York’s 50 fastest growing companies. This is Site-Seeker, Inc.’s second year in the top five of this list. For 2007 the company was bestowed the honor of second place, solidifying its role as a model for success in Central New York business. <br />
  38. 38. A few of our Clients . . .<br />
  39. 39. What do our clients say about us?<br />&quot;The increase in our website traffic is so large <br />that we are having trouble keeping up with it; however, that&apos;s a problem we&apos;re grateful for! <br />Before we teamed up with Site-Seeker, our website traffic was virtually non-existent.”<br />
  40. 40. &quot;Site-Seeker has done a tremendous job working with us to improve our internet marketing efforts.<br />Site-Seeker takes a refreshing analytical approach to <br />internet marketing and it is really paying off.<br />Since May of 2003, we have experienced a <br />10 fold increase in traffic to our website, <br />the average length of visit has increased by 33% <br />and users are viewing more product pages. <br />
  41. 41. I found Site-Seeker to be a highly <br />ethical and professional organization.<br />Almost from day one, their efforts started paying off <br />by generating numerous productive leads.<br />Thanks to Site-Seeker&apos;s services, we recently closed our <br />largest sale of the year to one of our largest clients of all time. <br />This single sale will pay for Site-Seeker&apos;s <br />services for quite some time!&quot;<br />
  42. 42. Just one more . . .<br />Ron Cuccaro,<br />CEO – <br />Adjusters International<br />
  43. 43. We look forward to working with you <br />on your Internet marketing strategies.<br />Thank you!<br />

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