Internet Marketing Seminar: Bloomington Business Expo 2010


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Internet marketing overview presentation for a seminar at the 2010 Bloomington Business Expo.

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  • In 2008, Google announced that their internal process for discovering websites and webpages had officially discovered over 1 trillion unique URLs (addresses).
  • Mobile devices and ever smaller laptops and portable devices are enabling us to access the internet more than ever before.
  • Knowem/Namechk
  • Internet Marketing Seminar: Bloomington Business Expo 2010

    1. 1. Learn How to Grow Your Business Online<br />Internet Marketing & New Media<br />
    2. 2. Who Am I?<br />John A. Lee - Search Engine Marketer; Professional Blogger<br />Professional Experience<br />AuthorHouse<br />Hanapin Marketing<br />WordStream Inc.<br />Clix Marketing<br />Industry Blogging; Articles<br /><br /><br />Clix Marketing PPC Blog<br />WordStream Blog<br />Website Magazine<br />
    3. 3. Seminar Agenda<br />Introduction to Internet Marketing<br />PPC: Pay-per-click Marketing<br />SEO: Search Engine Optimization<br />Social Media<br />Q & A<br />
    4. 4. Introduction to Internet Marketing<br />
    5. 5. The Internet is Still Growing<br />
    6. 6. Internet Access is Easier Than Ever<br />Mobile Devices<br /><ul><li>iPhones, iPads
    7. 7. Android, Blackberry, Windows</li></ul>Netbooks and Laptops<br />
    8. 8. Get In Front of Your Potential Customers<br />Your potential customers are on the Internet already<br />Some are actively seeking your products or services<br />Some are simply there for entertainment<br />Internet marketing is the vehicle for capturing their attention and business<br />
    9. 9. Internet Marketing Disciplines<br />E-Mail Marketing<br />Website Development<br />Search Engine Marketing<br />PPC, SEO<br />Social Media Marketing<br />Online Reputation Management<br />Web PR<br />
    10. 10. PPC: Pay-per-click Marketing<br />
    11. 11. What is PPC?<br />PPC is an advertising platform on search engines like Google, Yahoo! and Bing<br />Ads appear above and next-to search results<br />Very targeted<br />You choose keywords<br />You write the ads<br />Target customers at the point of search when they are actively seeking your products/services<br />
    12. 12.
    13. 13. PPC Basics<br />Built on common sense foundation of keywords and ads<br />PPC means pay-per-click –you only pay when a searcher clicks your ad<br />Click prices and ad position are determined in a real-time auction based on a Maximum Cost-per-Click Bid set by you<br />
    14. 14. Keys to Success<br />Start with Google AdWords<br />Conduct a Review of Target Customers<br />Perform Keyword Research<br />Write Ads and Landing Pages That…<br />Are Simple and Succinct<br />Express the Benefits of Your Product/Service<br />Have a Clear Call-to-Action<br />Track Conversions (Sales or Leads)<br />Monitor Important Success Metrics<br />Click-through Rate (CTR)<br />Conversion Rate<br />Return on Investment (ROI)<br />
    15. 15. PPC Outside of Search Engines<br />Contextual Advertising<br />Google Content Network (through Google AdWords)<br />Targets passive Internet users on the sites they visit<br />Find customers based on interests, demographics<br />Mobile Ads<br />Target mobile Internet users with special ads & tracking<br />Facebook Advertising<br />Target millions of engaged users<br />Find customers based on interests, demographics<br />
    16. 16. SEO: Search Engine Optimization<br />
    17. 17. What is SEO?<br />Millions of searches are completed on Google, Yahoo! and Bing each day: your website should be present<br />SEO is the act of improving your website to be ranked in “natural” or “organic” search engine results<br />Search engines rank sites based on relevancy and perceived trust via in-bound links<br />Unlike PPC, you can’t pay to rank higher – the onus is on you to improve your website<br />
    18. 18.
    19. 19. SEO Basics<br />Start with a user-friendly and conversion focused website<br />Your content must be keyword focused – this is the core of SEO<br />Strike a balance between writing for search engines and writing for actual visitors<br />
    20. 20. Keys to Success<br />Conduct a Review of Target Customers<br />Perform Keyword Research<br />Write Website Copy That…<br />Uses the Keywords You Want to Rank For<br />Expresses the Benefits of Your Product/Service<br />Has a Clear Call-to-Action<br />Set Up Webmaster Accounts with Google, Yahoo! and Bing<br />Track Performance with Google Analytics<br />Track Conversions (Sales or Leads)<br />Monitor Important Success Metrics<br />Visitors<br />Bounce Rate<br />Conversion Rate<br />Check Rankings 1-2 Times a Month<br />SEO for FireFox / RankChecker<br />
    21. 21. Google Analytics<br />
    22. 22. Social Media<br />
    23. 23. 333 million minutes will be spent on Facebook<br />83,300 people will send tweets on Twitter<br />59,367 professionals will visit LinkedIn<br />1,200 hours of video will be uploaded to YouTube<br />…and that’s just 4 social networking sites!<br />By the Time This Seminar is Over…<br />
    24. 24. What is Social Media<br />Category of Websites Based on User-Generated Content and Participation<br />Blogging/Micro-Blogging<br />Personal and Professional Networking<br />Social Bookmarking<br />Image and Video Sharing<br />
    25. 25. Blogging<br />
    26. 26. Micro-Blogging<br />
    27. 27. Facebook - Personal<br />Facebook Pages - Business<br />Social Networking<br />
    28. 28. LinkedIn<br />MySpace<br />Social Networking<br />
    29. 29. Flickr<br />YouTube<br />Image and Video Sharing<br />
    30. 30. Delicious<br />StumbleUpon<br />Social Bookmarking<br />
    31. 31. Social Media: Why Should Your Business Care?<br />Social networking usage has more than doubled since 2007<br />Internet users spend 17% of their “online time” on social networking sites<br />This is nearly triple the percentage in 2008<br />55.6 million adults visit social networks at least monthly<br />
    32. 32. Leverage Social Media for Business<br />Start a business blog<br /> or<br />Create social profile names that relate to your business<br />Create a Twitter account and use it<br />Create a business page on Facebook<br />Research other social networking sites in your business niche<br />Actively seek out individuals on social networking sites with interests related to your business<br />Promote your social profiles from your business website<br />
    33. 33. A Note About Online Reputation Management<br /><ul><li>Part of participating in social media is staying on top of your reputation online
    34. 34. Input keywords for your brand name and employees into Google Alerts
    35. 35. Track what is being said about you and your business
    36. 36. Respond when necessary; don’t overreact to negative reviews or comments</li></li></ul><li>Social Media Basics<br />The key is to PARTICIPATE<br />Showing you care about your business will make potential customers care, too<br />Help shape the discussion about your business online<br />Don’t over-sell or over-promote on social websites, be subtle and be part of the conversation<br />
    37. 37. Services & Tools<br />PPC<br /><br /><br /><br /><br /><br /><br />
    38. 38. Services & Tools<br />SEO<br /><br /><br /><br /><br /><br /><br /><br />
    39. 39. Services & Tools<br />Social Media<br /><br /><br /><br /><br /><br /><br /><br /><br />
    40. 40. Recommended Reading<br /><ul><li>Twitter Marketing for Dummies
    41. 41. SEO: An Hour a Day
    42. 42. Web Analytics: An Hour a Day
    43. 43. PPC: An Hour a Day (released later in 2010)
    44. 44. Social Media Marketing: An Hour a Day</li></li></ul><li>Q & A<br />Follow Me on Twitter: @john_a_lee<br />Ask Me Anything:<br />Email:<br />Review or Print This Presentation:<br />