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 …

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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  • 1. How to Choose Which Online Marketing Platforms Are Right For You
  • 2. How Do You Get From Here To There?
  • 3. What Are Your Assets? What Are Your Goals?
  • 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. 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
  • 8. Types of Social Media
  • 9. Types of Social Media Avoid Dead Ends
  • 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
  • 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
  • 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)
  • 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)
  • 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
      • Social sites are more visual.
      • Sharing involves less effort.
      • The Interest Graph is replacing the Social Graph
    Recommended/Shared Content (Facebook) vs. Content Organized by Topics of Interest
  • 15. Types of Social Media Look for Trends
  • 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 & "re-pinning") Structured sets of curated content called "boards"
  • 17. Types of Social Media Look for Trends
  • 18. It's Not Just What You Use, But How: INNOVATE Samples From http://nonprofitorgs.wordpress.com
  • 19. It's Not Just What You Use, But How: INNOVATE (but beware)
  • 20. It's Not Just What You Use, But How: INNOVATE
  • 21.  
  • 22. Content Marketing Apps Websites Online Services Podcasts Videoblogs E-Books
  • 23. The Basics Your Website is Homebase Analytics tracking conversions CRO (Conversion Rate Optimization)
      • Use What You Learn From Analytics
      • 24. Test & Track
    Basic SEO
  • 25. The Basics SEO Checklist
      • Clean, short SEF URLs
      • 26. Unique title and description meta tags for each page
        • Title between 10 and 70 characters (spaces included).
        • 27. Description 70 and 160 characters
      • H1 and H2 Tags
      • 28. Use images wisely
        • Alt text
        • 29. No text images
      • No keyword spamming
      • 30. Text links with title attributes for navigation
      • 31. Contextual links through the site
      • 32. Sitemaps xml and html
      • 33. robots.txt
      • 34. 404 page with navigation
      • 35. 301 redirects - either www.domain.com or domain.com
  • 36. Be Present + Be Useful BE RELEVANT
  • 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