Building an Internet Strategy
in the Digital Age
Essentials for Online

Did You Know?
Over 8 Million Views of 3 different versions

Don Schindler
Senior Digital Strategist

The Interactive Classroom
Bringing Web 2.0 to the lecture series
What do you want
to learn today?
Stop Me.
Ask questions.
If you want to do it, let’s
do it.

72.5 % online of total US population in 2008
That’s 220,141,969 people

Generations differ
when it comes to
doing stuff online
Email
Search
Getting News
Health Related
Social Networking
Job Searching is going through the roof
USA Today Poll

People Move Fast
Instant Gratification
Instant Response
Instant Exit

Business Moves Slower
Committee Planning
Scripted Communication
Calculated Moves

You can move at the speed of digital
Some would say you have to
Get A Plan

Normal Marketing Plan
Stick to it
Business Goals
Audience
Competition
Strategy
Tactics
Measurement
Adjustment

The Puppy Analogy
Thanks for the
free puppy
Now how much is this really going to cost
me.

Internet Marketing Strategy
The basics
Central Hub
What used to be a
website is now a
mother ship

Internet Marketing Strategy
The basics
Social
Network
The internet is and
always will be a
social network

Internet Marketing Strategy
The basics
Google Rules Google
Yahoo!
Microsoft
Learn search engine
AOL
language and speak
Ask
it fluently

Internet Marketing Strategy
The basics
Ads aren’t
dead PAID RESULT
You just need to
say relevant PAID
things to people RESULT
who really care

Internet Marketing Strategy
The basics
Central Hub
The essentials for
your mother ship

Central Hub
Your Base of Operations
Domain Name Game
Know Keywords that are important
Buy URLS that make sense to your
business
Valparaisojewelry.com
Valparaisopearls.com
Valparaisorubies.com

Central Hub
Your Base of Operations
Where’s the
banana?
Your Call-to-Action
(Conversion Point)
should be obvious.
Buy Now, Email
Address, Phone

Central Hub
Your Base of Operations
Simple Design
F-Design or how we
read and interact on
the web.
People don’t really
read – they scan.
Click here for more information

Central Hub
Your Base of Operations
Contact Who?
EVERY PAGE!
Use a form, address,
map, phone, and/or
chat.

Central Hub
Your Base of Operations
[click image]
[click image]
People expect a lot [click image]
Treat your website like a media property with Good
Story and Personality

Central Hub
Your Base of Operations
Up-to-date info
& feedback
Blogs allow for
interaction and thought
leadership online
RSS news feeds for up-
to-date info [click image]

Central Hub
Your Base of Operations
Widgets & Apps
Widgets and Web Apps are
like useful tchotchkies
Web App for Jewelry –
Name that Jewel (rates
your knowledge) gives
[click here for more examples]
score, teaches users and
easy to add to site

Central Hub
Your Base of Operations
Social Bookmarking
Give people an easy way to
share your website with their
friends or coworkers
Links you should know:
www.delicious.com
www.addthis.com
www.reddit.com

Central Hub
Your Base of Operations
Analytics
Unique Visits
Bounce Rate
Top Landing Pages
Top Exit Pages
Referrals
Tracking URLs [click on the image]

Marketing Strategy
The basics
Google Rules Google
Yahoo!
Microsoft
Learn search engine
AOL
language and speak
Ask
it fluently

Google Rules
Learning to Speak Search Engine
What do search
engines like?
It all comes down to
TRUST.
If you are who you say
you are then you are
OK.

Google Rules
Learning to Speak Search Engine
Search Engine
Optimization?
URL
Title Tags
Meta-Tags
Headings
Keyword Density
Text vs. Images

Google Rules
Learning to Speak Search Engine
Finding
Keywords
Exploring keywords
via free Google tools
[click on the image]

Google Rules
Learning to Speak Search Engine
Sitemap
Google wants to read
and understand your
website quickly. Please
make sure you help it.
Sitemap Builder

Google Rules
Learning to Speak Search Engine
PageRank
How does Google rank my page?

Google Rules
Learning to Speak Search Engine
Link Juice
Sites “voting” for each
other. You should
know what to look for
and what to avoid.

Google Rules
Learning to Speak Search Engine
Internal Link Juice
Be careful how you pass it
along

Google Rules
Learning to Speak Search Engine
How do you show up in SERP
Directory?
Be listed in as many local directories as you can find.

Google Rules
Learning to Speak Search Engine
Spying on the
competition?
How to find out what the
competition is doing
and how they got there.
[click on the image]

Internet Marketing Strategy
The basics
Social
Networking
How to engage your
customers both
online and off

Social Networking
Be a Chatty-Kathy
Why?
Because that’s where people spend time engaging
Because it can help you understand their needs
Because people are getting used to having virtual
conversations
Because it can help your SERP

Social Networking
Be a Chatty-Kathy
I would post videos on
YouTube of my small
business that my audience
might find interesting
How do I rate jewelry?
What I look for when
evaluating diamonds?

Social Networking
Be a Chatty-Kathy
A Page for your
jewelry business
A Group for your
Jewelry Association

Social Networking
Be a Chatty-Kathy
[click on the image]
Lots of chatter – how to
use it effectively?
Search for jewel lovers,
connect to people locally

Social Networking
Be a Chatty-Kathy
Your rolodex online that
can be shared with
anyone you connect
to…but you can also look
at theirs and see easily
how you might have a [click on the image]
mutual friend.

Social Networking
Be a Chatty-Kathy
Ning and etc…
Starting your own social
network.
Jewelrylovers.com to
facilitate discussions,
post videos, and have a
blog. [click on the image]

Social Networking
Be a Chatty-Kathy
Forums/Blogs
Participation in forums
and leaving comments on
blogs is a good way to
find out what’s going on
in your industry and
becoming a trusted
expert

Social Networking
Be a Chatty-Kathy
Reviews
There are plenty places
to leave good reviews
and get bad ones. Google
Maps also has reviews on
your business.

Social Networking
Be a Chatty-Kathy
Alerts
Make sure you know what
your brand name is doing
online with monitoring
Search Tools.

Internet Marketing Strategy
The basics
Ads aren’t
dead PAID RESULT
You just need to
say relevant PAID
things to people RESULT
who really care

Ads Aren’t Dead
Right Audience, Right Time, Right Ad
Google Adwords &
Yahoo! Smart Ads
Do it yourself can cost you
money with “stupid” tax.

Ads Aren’t Dead
Right Audience, Right Time, Right Ad
Research Your
Audience
Know and verify where
your target audience is
online.

Ads Aren’t Dead
Right Audience, Right Time, Right Ad
Make an Attack
Plan
Set your spending limits
– set your ROI – know
how to measure your
goal conversions.

Ads Aren’t Dead
Right Audience, Right Time, Right Ad
Start Small and Test
Don’t BUY broad terms with
high CPC!
Language Testing – Keyword
Testing – Placement Testing –
Spend Testing

Ads Aren’t Dead
Right Audience, Right Time, Right Ad
Measure for ROI
Figure out your ROI for
every ad placed.

Ads Aren’t Dead
Right Audience, Right Time, Right Ad
Optimize and
Adjust
With all your testing done,
optimize all campaigns that
are converting. Best
keywords, best language,
best page conversion, best
ROI spend.

Ads Aren’t Dead
Right Audience, Right Time, Right Ad
Integrate with
Traditional
Don’t forget that
there are a lot of
people offline.
Everything should
match and work
together. BUT…

Things You Learned Today – PLAN!
The basics
Central Hub
Highlight – Where’s your banana?
Social Networking
Highlight – Social Networking is for you and your
business
Google Rules
Highlight – Your URL, title tags, keywords are
important
Ads Aren’t Dead
Highlight – Be smart and start small

MediaSauce has
many ways to
help
- Consulting Time
- Branding
- Web Design
- Video, 3D & Animation
- SEO & PPC
- Social Media Specialists
- Traditional Media
Click on the image to see our flickr stream

Free Puppy Checklist
1. Revisit Marketing Plan
2. Check my website for the Basics
3. Read/Research or Hire an
“Experienced” Person
4. Get A Digital Plan in Place

Experienced Gunmen For Hire
Talk to the Sauce
Opportunities Assessment – What are your
opportunities online and how to reach them
Project Blueprint – Just need a tactical piece of the pie
like website or video or both
Digital Blueprint – Full blown marketing plan
including all the essentials as well as how to execute

Don Schindler
Senior Digital Strategist
How to get a
hold of me
don.schindler@mediasauce.com
Twitter: donschindler
IM: donissauced
Cell: 317.496.2334