Choosing an Internet Marketing Platform

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With so many platforms available to us online, how do we chose where to focus our energy (and budget). Today our Internet presence must be more than a website, but how do we filter out the noise and decide upon how to promote ourselves online? Do we focus on SEO, PPC and/or which social media platforms? How do we know what will be successful for us and what might fail like the now defunct Google Buzz?

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Choosing an Internet Marketing Platform

  1. 1. How to Choose Which Online Marketing Platforms Are Right For You
  2. 2. How Do You Get From Here To There?
  3. 3. What Are Your Assets? What Are Your Goals?
  4. 4. What Are Your Goals/Targets? Conversions Leads Sales Subscriptions Downloads Membership Donations Target Market Segments Niche or Broad B2B B2C Local (Geotargeted) Positioning Branding Thought Leader Product Service
  5. 5. Broad Categories SEO - Search Engine Optimization SEM/PPC - Search Engine Marketing - Display Ads SMM/SMO - Social Media Marketing Email Blasts Affiliate Marketing Content Marketing (PRs, Apps, Website) Referral Marketing (Forums, Reviews) Cross Media (Postal Mail, QR) On-Line Events (Webinars)
  6. 7. Correlation Between Assets and Internet Marketing Platforms
  7. 8. Types of Social Media
  8. 9. Types of Social Media Avoid Dead Ends
  9. 10. Types of Social Media Look for Trends See More At http://www.cnn.com/2012/02/06/tech/web/pinterest-website-cashmore/index.html http://blog.eladgil.com/2011/12/how-pinterest-will-transform-web-in.html?cnn=yes
  10. 11. Types of Social Media Look for Trends See More At http://www.cnn.com/2012/02/06/tech/web/pinterest-website-cashmore/index.html http://blog.eladgil.com/2011/12/how-pinterest-will-transform-web-in.html?cnn=yes
  11. 12. Types of Social Media Look for Trends See More At http://www.cnn.com/2012/02/06/tech/web/pinterest-website-cashmore/index.html http://blog.eladgil.com/2011/12/how-pinterest-will-transform-web-in.html?cnn=yes Long Posts Short Status Updates and Tweets (Blogger 1999) (Facebook 2001, Twitter 2006)
  12. 13. Types of Social Media Look for Trends See More At http://www.cnn.com/2012/02/06/tech/web/pinterest-website-cashmore/index.html http://blog.eladgil.com/2011/12/how-pinterest-will-transform-web-in.html?cnn=yes Push Button Interactions Likes/Share (Facebook 2001) Favorite/Like/Share (YouTube 2005) Retweets (Twitter 2006) Reblog (Tumbler 2007) Checkin (Foursquare 2009)
  13. 14. Types of Social Media Look for Trends See More At http://www.cnn.com/2012/02/06/tech/web/pinterest-website-cashmore/index.html http://blog.eladgil.com/2011/12/how-pinterest-will-transform-web-in.html?cnn=yes <ul><ul><li>Social sites are more visual. </li></ul></ul><ul><ul><li>Sharing involves less effort. </li></ul></ul><ul><ul><li>The Interest Graph is replacing the Social Graph </li></ul></ul>Recommended/Shared Content (Facebook) vs. Content Organized by Topics of Interest
  14. 15. Types of Social Media Look for Trends
  15. 16. Types of Social Media Look for Trends See More At http://www.cnn.com/2012/02/06/tech/web/pinterest-website-cashmore/index.html http://blog.eladgil.com/2011/12/how-pinterest-will-transform-web-in.html?cnn=yes Pinterest (launch 2010) checks all the boxes: A visual social network organizing images by topic Reshare with just one click (bookmarklets & &quot;re-pinning&quot;) Structured sets of curated content called &quot;boards&quot;
  16. 17. Types of Social Media Look for Trends
  17. 18. It's Not Just What You Use, But How: INNOVATE Samples From http://nonprofitorgs.wordpress.com
  18. 19. It's Not Just What You Use, But How: INNOVATE (but beware)
  19. 20. It's Not Just What You Use, But How: INNOVATE
  20. 22. Content Marketing Apps Websites Online Services Podcasts Videoblogs E-Books
  21. 23. The Basics Your Website is Homebase Analytics tracking conversions CRO (Conversion Rate Optimization) <ul><ul><li>Use What You Learn From Analytics
  22. 24. Test & Track </li></ul></ul>Basic SEO
  23. 25. The Basics SEO Checklist <ul><ul><li>Clean, short SEF URLs
  24. 26. Unique title and description meta tags for each page </li><ul><li>Title between 10 and 70 characters (spaces included).
  25. 27. Description 70 and 160 characters </li></ul><li>H1 and H2 Tags
  26. 28. Use images wisely </li><ul><li>Alt text
  27. 29. No text images </li></ul><li>No keyword spamming
  28. 30. Text links with title attributes for navigation
  29. 31. Contextual links through the site
  30. 32. Sitemaps xml and html
  31. 33. robots.txt
  32. 34. 404 page with navigation
  33. 35. 301 redirects - either www.domain.com or domain.com </li></ul></ul>
  34. 36. Be Present + Be Useful BE RELEVANT
  35. 37. Thank You Charlie Kalech  Director, J-Town Productions Ltd.         www.j-town.co.il [email_address] @CharlieKalech For More Resources Fan Us on Facebook  http://facebook.com/jtownproductions For More Events and Seminars Join Jerusalem Web Professionals (JWP) Facebook Group

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