HOW INTERNET MARKETINGCAN INCREASE YOUR SALES                      Chris Appleton             WSI Internet Consultant
WHAT THIS PRESENTATION WILL COVER•   The Digitization of Business Today•   Local SEO Strategies Using Google Places•   Man...
THE DIGITIZATION OF BUSINESS    Digitization n., the transformation of data from offline    (physical) to online (digital)...
YOUR CUSTOMERS ARE BECOMING DIGITIZED                            According to eMarketerMedia Consumption                  ...
LOCAL SEO STRATEGIES USING GOOGLE PLACES
LOCAL SEARCH IS ON THE RISE          According to Google:    One out of five searches on Google         are related to loc...
OPTIMIZING DELIVERY OF LOCAL SEARCHES
LOCAL SEARCH RESULTS                    Google Places Dominate Page One  Increasevisibility of  reviews
WHO DOES GOOGLE PLACES IMPACT?        Google Place Pages are viewed         millions of times each day
SO WHAT DO YOU NEED TO DO?               www.google.com/placesforbusiness            • Get your listing claimed           ...
WHAT A GOOGLE PLACES PAGE LOOKS LIKE
MANAGING YOUR ONLINE BRAND REPUTATION
YOU NEED TO LISTEN AND TAKE ACTION Remember the old adage?   – Good tell one, bad tell 10!   – Online multiply the impact ...
WHY ONLINE BRAND REPUTATION IS IMPORTANT
IT TAKES JUST ONE BAD REVIEW…
HOW TO GET POSITIVE REVIEWSStep #1Determine which sitesare important sites foryour customers towrite reviews on
HOW TO GET POSITIVE REVIEWS Step #2 • Ask for It: As simple as this sounds - it works.   People will give you reviews if y...
HOW TO GET POSTIVE REVIEWS Step #3 • Give a little get a little: Offer an incentive for   your customers to post a positiv...
PROACTIVELY LISTEN TO WHAT IS BEING SAID
DON’T BE AFRAID TO RESPOND   Both + and – feedback will occur   If you listen you can turn any comments into +   Analyse a...
WHAT TO DO WHEN A CRISIS ARISES           Review        Think         thoroughly    objectively          Respond      Don’...
SOCIAL MEDIA – DO YOU REALLY NEED IT?                       If you answer YES to                          any one of these...
TYPES OF SOCIAL MEDIA                             Social Bookmarking                                Video/Photo/Music•Face...
Facebook Pages • There are more than 1.5 million local   businesses that have active pages on   Facebook.
FACEBOOK DEMOGRAPHICS                              Fastest              25 – 54                             Growing       ...
HOW TO CREATE A FACEBOOK PAGE 1. Create A Page:    www.facebook.com/pages/create.php 2. Input information, contact details...
WHY 1. Protects your brands 2. Helps with SEO 3. Allows you to communicate with    customers
VIDEO OPTIMIZATION                On average you                 can have your                video on page               ...
THE SECRET SAUCE
The Results Are REAL
UNDERSTANDING WHY How Does The  Page Rank So Fast?
GOOGLE – THE HUNGRY MONSTER
FACEBOOK IS THE PARTY!
UNDERSTANDING WHY Why Does The  Page Rank So High?
Google Algorithm             Description   Keywords Title Tag                               URL                Tag        ...
Facebook.com          6.67 Billion Pages          Page Rank 9          Incoming Links: 5 Billion          Domain Age: 1998
• Profile Image• Thumbnail Image    • 180 x 180 pix• 111 x 74 pix         • Cover Photo• Customize the         • 851 x 315...
UNDERSTANDING MOBILE          WEBSITES            OPTIMIZATION MOBILE                     MOBILE
Internet Reach:   1.7 Billion
Mobile Reach:  4.8 Billion
There are almost 5times more mobiledevices than there  are computers
Mobile Marketingis where Social Mediawas 4 Years Ago, and     SEO in 2000
MOBILE WEBSITES    Why A Mobile Site?
GOOGLE MOBILE It is predicted that there will be more searches done on Google Mobile than on PC by the end of next year
GOOGLE MOBILE            Google announced                that 35% of all           searches done on            their syste...
DESKTOP vs MOBILE SITE
FAT FINGERITIS • Zoom • Pinch • Squeeze • Turn • Flip
WHY MOBILE SITE + OPTIMIZATION• Google indexes mobile sites SEPERATELY• Results are different on Google Mobile• More and m...
KEYWORD RESEARCH Keyword                                Local Monthly Searches (Canada)   Mobile Searches heating and air ...
CHECK YOUR ANALYTICS
INTEGRATE Integrated Strategies           YOUR STRATEGY                        Email Marketing                      PPC an...
RUN CAMPAIGNS     Contests                      THINK BOX                    ---------------------                Contest ...
CONTENT DEVELOPMENT                      Facebook ContentBlog Content                       Twitter Content
THANKS FOR LISTENING  ANY QUESTIONS
MY CONTACT DETAILS – CHRIS APPLETON                     cappleton@wsiwbapplications.com                     www.wsiwebappl...
How internet marketing can increase your business
How internet marketing can increase your business
How internet marketing can increase your business
How internet marketing can increase your business
How internet marketing can increase your business
How internet marketing can increase your business
How internet marketing can increase your business
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How internet marketing can increase your business

  1. 1. HOW INTERNET MARKETINGCAN INCREASE YOUR SALES Chris Appleton WSI Internet Consultant
  2. 2. WHAT THIS PRESENTATION WILL COVER• The Digitization of Business Today• Local SEO Strategies Using Google Places• Managing Your Brand Reputation Online• Establishing Your Social Media Strategy• The Mobile Generation
  3. 3. THE DIGITIZATION OF BUSINESS Digitization n., the transformation of data from offline (physical) to online (digital) - Reach Local
  4. 4. YOUR CUSTOMERS ARE BECOMING DIGITIZED According to eMarketerMedia Consumption 71.2% of Canadian adults consume media via the Internet 10 Years Ago Today 1-2 Years from Now
  5. 5. LOCAL SEO STRATEGIES USING GOOGLE PLACES
  6. 6. LOCAL SEARCH IS ON THE RISE According to Google: One out of five searches on Google are related to location. 15,000,000,000
  7. 7. OPTIMIZING DELIVERY OF LOCAL SEARCHES
  8. 8. LOCAL SEARCH RESULTS Google Places Dominate Page One Increasevisibility of reviews
  9. 9. WHO DOES GOOGLE PLACES IMPACT? Google Place Pages are viewed millions of times each day
  10. 10. SO WHAT DO YOU NEED TO DO? www.google.com/placesforbusiness • Get your listing claimed • Have your profile completed 100% and ensure it appears correctly • Ensure same local phrases are on website as well • Obtain local submissions from directories, social sites • Consider Google Boost
  11. 11. WHAT A GOOGLE PLACES PAGE LOOKS LIKE
  12. 12. MANAGING YOUR ONLINE BRAND REPUTATION
  13. 13. YOU NEED TO LISTEN AND TAKE ACTION Remember the old adage? – Good tell one, bad tell 10! – Online multiply the impact x ‘000s
  14. 14. WHY ONLINE BRAND REPUTATION IS IMPORTANT
  15. 15. IT TAKES JUST ONE BAD REVIEW…
  16. 16. HOW TO GET POSITIVE REVIEWSStep #1Determine which sitesare important sites foryour customers towrite reviews on
  17. 17. HOW TO GET POSITIVE REVIEWS Step #2 • Ask for It: As simple as this sounds - it works. People will give you reviews if you ask. So ask on your website, business cards, brochures, invoices, email signature etc.
  18. 18. HOW TO GET POSTIVE REVIEWS Step #3 • Give a little get a little: Offer an incentive for your customers to post a positive review (example: Tell us how we did and receive 10% off your next service call)
  19. 19. PROACTIVELY LISTEN TO WHAT IS BEING SAID
  20. 20. DON’T BE AFRAID TO RESPOND Both + and – feedback will occur If you listen you can turn any comments into + Analyse and strategize: • Immediate appropriate conversations • Strategic change communicated too!
  21. 21. WHAT TO DO WHEN A CRISIS ARISES Review Think thoroughly objectively Respond Don’t be quickly defensive Offer a Communicate solution change
  22. 22. SOCIAL MEDIA – DO YOU REALLY NEED IT? If you answer YES to any one of these questions – WE can help! • Need help in building a social strategy/policy for your business? • Want to build your brand using social? • Need to train employees/staff on how to use social media effectively? • Need to monitor your brand reputation online? • Want to improve your SEO traffic?
  23. 23. TYPES OF SOCIAL MEDIA Social Bookmarking Video/Photo/Music•Facebook Sites •Wikipedia Sharing Sites •Blogger•Twitter •Scribd •Wordpress •Digg •YouTube•LinkedIn •Squidoo •Moveable Type •Technorati •Flickr•Google+ •Gather •Yahoo 360! •Stumbleupon •Photobucket •MSN Spaces •Del.icio.us •Metacafe Social Networking Content Sharing •Last.fm Blogging Sites Sites Sites
  24. 24. Facebook Pages • There are more than 1.5 million local businesses that have active pages on Facebook.
  25. 25. FACEBOOK DEMOGRAPHICS Fastest 25 – 54 Growing Demographics: Females 55+ years Almost 70%
  26. 26. HOW TO CREATE A FACEBOOK PAGE 1. Create A Page: www.facebook.com/pages/create.php 2. Input information, contact details, pictures, videos 3. Invite Friends, Customers, Clients 4. Create a Vanity URL: www.facebook.com/YourBusinessName To Do This Visit: www.facebook.com/username
  27. 27. WHY 1. Protects your brands 2. Helps with SEO 3. Allows you to communicate with customers
  28. 28. VIDEO OPTIMIZATION On average you can have your video on page one of Google within 5-7 days!
  29. 29. THE SECRET SAUCE
  30. 30. The Results Are REAL
  31. 31. UNDERSTANDING WHY How Does The Page Rank So Fast?
  32. 32. GOOGLE – THE HUNGRY MONSTER
  33. 33. FACEBOOK IS THE PARTY!
  34. 34. UNDERSTANDING WHY Why Does The Page Rank So High?
  35. 35. Google Algorithm Description Keywords Title Tag URL Tag Tag Internal First Body Tag H1 Tag Links Sentence Incoming Bold / Alt Tag H2/H3 Tags Links Strong
  36. 36. Facebook.com 6.67 Billion Pages Page Rank 9 Incoming Links: 5 Billion Domain Age: 1998
  37. 37. • Profile Image• Thumbnail Image • 180 x 180 pix• 111 x 74 pix • Cover Photo• Customize the • 851 x 315 pix image and text • Restrictions
  38. 38. UNDERSTANDING MOBILE WEBSITES OPTIMIZATION MOBILE MOBILE
  39. 39. Internet Reach: 1.7 Billion
  40. 40. Mobile Reach: 4.8 Billion
  41. 41. There are almost 5times more mobiledevices than there are computers
  42. 42. Mobile Marketingis where Social Mediawas 4 Years Ago, and SEO in 2000
  43. 43. MOBILE WEBSITES Why A Mobile Site?
  44. 44. GOOGLE MOBILE It is predicted that there will be more searches done on Google Mobile than on PC by the end of next year
  45. 45. GOOGLE MOBILE Google announced that 35% of all searches done on their system are from mobile devices
  46. 46. DESKTOP vs MOBILE SITE
  47. 47. FAT FINGERITIS • Zoom • Pinch • Squeeze • Turn • Flip
  48. 48. WHY MOBILE SITE + OPTIMIZATION• Google indexes mobile sites SEPERATELY• Results are different on Google Mobile• More and more users are searching on mobile devices• Companies with mobile sites are given preference in rankings over non mobile sites!• Less than 1% of all websites are mobile friendly
  49. 49. KEYWORD RESEARCH Keyword Local Monthly Searches (Canada) Mobile Searches heating and air conditioning toronto 1300 46 hvac toronto 3600 260 air conditioning toronto 8100 590 furnace repair toronto 880 73 ductless air conditioning toronto 210 < 10 toronto furnace 4400 320 american standard air conditioning 590 36 air conditioning contractors 2900 140 air conditioning units 40500 2900 air conditioning repair toronto 720 58 heating and air conditioning 33100 1900 ductless air conditioning 3600 260 central air conditioning 8100 590 airconditioning toronto 1900 31 air conditioner toronto 6600 480 carrier air conditioning 3600 260 toronto air conditioner 6600 480
  50. 50. CHECK YOUR ANALYTICS
  51. 51. INTEGRATE Integrated Strategies YOUR STRATEGY Email Marketing PPC and Display Ads SEO Social Media Mobile Coupons
  52. 52. RUN CAMPAIGNS Contests THINK BOX --------------------- Contest active for 8 days Results so far: • 4000+ shares • 4000+ new fans • 5800 talking about this
  53. 53. CONTENT DEVELOPMENT Facebook ContentBlog Content Twitter Content
  54. 54. THANKS FOR LISTENING ANY QUESTIONS
  55. 55. MY CONTACT DETAILS – CHRIS APPLETON cappleton@wsiwbapplications.com www.wsiwebapplications.com http://wsiwebapplications.com/_blog /Our_Blog/ http://ca.linkedin.com/in/cappleton http://www.facebook.com/wsisocial http://twitter.com/cmappleton
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