Online marketing 101
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Online marketing 101

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An Introduction to online marketing concepts and theories

An Introduction to online marketing concepts and theories

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Online marketing 101 Online marketing 101 Presentation Transcript

  • Young Women Social Entrepreneurs – Los Angeles
    Online marketing 101
  • Zen Goddess
  • Charlene Iniguez
    7 years online marketing experience
    My work in a nutshell:
    Goal Oriented
    Measurable
    Efficient
    Director of Monetization & Analytics, Perfect Market
  • Charlene Iniguez
    @charleneiniguez
    charleneiniguez
    charlene@perfectmarket.com
  • ONLINE MARKETING
    Marketing of products and services over the internet
    Which component works for your business?
    @charleneiniguez
  • @charleneiniguez
    WHAT PART OF THE MARKETING FUNNEL DO YOU NEED TO TOUCH?
  • @charleneiniguez
    AWARENESS
    Who are you? Why should I care?
    Friends and family
    Writer / News Reporter / Blogger / Celebrity
    Best achieved through
    Social Media
    Online PR
    Video
  • @charleneiniguez
    CONSIDERATION
    Is it the best choice for me?
    Friends and family
    Review Site / Crowd Source
    Research
    Best achieved through
    Organic / Paid Search
    Social Media
  • @charleneiniguez
    CONSIDERATION
  • @charleneiniguez
    CONVERSION
    I am ready to pay!
    Ease of purchase
    Site Security
    Payment Options
    Best achieved through
    Organic / Paid Search
    Analytics
    Conversion Testing
    Site Performance
  • @charleneiniguez
    Bad shopping cart
    http://www.home-and-bedroom.com/
  • @charleneiniguez
    LOYALTY
    I always buy from ____ because
    Trust
    Reminders
    Best achieved through
    Analytics & Research
    Email
  • @charleneiniguez
    ADVOCACY
    I recommend ____ because
    Trust
    Self-motivated
    Referral rewards
    Point / Prize Rewards
    Best achieved through
    Social Media
    E-mail
  • @charleneiniguez
    WHAT PART OF THE MARKETING FUNNEL DO YOU NEED TO TOUCH?
  • @charleneiniguez
    MEASURE! MEASURE! MEASURE!
    Google Analytics: http://www.google.com/analytics/
    Website Optimizer: www.google.com/websiteoptimize
    “If you don't know where you are going, any road will take you there. And you'll be miserable.”
    - AvinashKaushik
  • @charleneiniguez
    MAIN COMPONENTS
    Search Engine Marketing
    Search Engine Optimization
    Paid Search
    Social Media
  • @charleneiniguez
    Search ENGINE MARKETING
    Google is still king
    http://www.hitwise.com/us/datacenter/main/dashboard-23984.html
  • @charleneiniguez
    SEO vs. PPC?
    Search Engine Optimization / Organic Rankings
    Long-term
    Irregular traffic
    Caffeine – June 8, 2010
    Panda USA – Feb 24, 2011 (USA)
    Paid Search
    Quick
    Targeted (geographic location, time, website, interest)
    Return on Investment
  • STEP 1: KEYWORD RESEARCH
    AdWords
    Keyword Tool
    Traffic Estimator
    MSFT AD Intelligence
    Search Trends Over Time
    Google Trends / Insights
    Yahoo Clues
    WordTracker
    Trellian
    Hitwise
    @charleneiniguez
  • @charleneiniguez
    COMPANY PROFILE
    Christine Chang Photography
    Destination Wedding Photographer
    Los Angeles
    San Francisco
    www.christinechangphoto.com
    Marketing Funnel?
    Consideration
    Why should people choose her over others?
    Photographer Industry is competitive
  • @charleneiniguez
    KEYWORD RESEARCH
    Wedding photographer/s
    Wedding photography
    Headshots
    Los Angeles / San Francisco
  • @charleneiniguez
    KEYWORD TRENDS
    January and June are peak months
  • Headshots is only big in Los Angeles
    @charleneiniguez
    KEYWORD TRENDS
  • @charleneiniguez
    SEO BASICS
    Build a great website
    Have web analytics in place as a start
    Become a student of SEO
    Include a site map page
    Make SEO Friendly URLs
    Do keyword research at the start of the project
    Use a unique and relevant title and meta description in every page
    Write good relevant content
    Build links intelligently
    Use Press Release wisely