How internet marketing can increase your business

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  • 1. HOW INTERNET MARKETINGCAN INCREASE YOUR SALES Chris Appleton WSI Internet Consultant
  • 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. THE DIGITIZATION OF BUSINESS Digitization n., the transformation of data from offline (physical) to online (digital) - Reach Local
  • 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. LOCAL SEO STRATEGIES USING GOOGLE PLACES
  • 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. OPTIMIZING DELIVERY OF LOCAL SEARCHES
  • 8. LOCAL SEARCH RESULTS Google Places Dominate Page One Increasevisibility of reviews
  • 9. WHO DOES GOOGLE PLACES IMPACT? Google Place Pages are viewed millions of times each day
  • 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. WHAT A GOOGLE PLACES PAGE LOOKS LIKE
  • 12. MANAGING YOUR ONLINE BRAND REPUTATION
  • 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. WHY ONLINE BRAND REPUTATION IS IMPORTANT
  • 15. IT TAKES JUST ONE BAD REVIEW…
  • 16. HOW TO GET POSITIVE REVIEWSStep #1Determine which sitesare important sites foryour customers towrite reviews on
  • 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. 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. PROACTIVELY LISTEN TO WHAT IS BEING SAID
  • 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. WHAT TO DO WHEN A CRISIS ARISES Review Think thoroughly objectively Respond Don’t be quickly defensive Offer a Communicate solution change
  • 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. 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. Facebook Pages • There are more than 1.5 million local businesses that have active pages on Facebook.
  • 25. FACEBOOK DEMOGRAPHICS Fastest 25 – 54 Growing Demographics: Females 55+ years Almost 70%
  • 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. WHY 1. Protects your brands 2. Helps with SEO 3. Allows you to communicate with customers
  • 28. VIDEO OPTIMIZATION On average you can have your video on page one of Google within 5-7 days!
  • 29. THE SECRET SAUCE
  • 30. The Results Are REAL
  • 31. UNDERSTANDING WHY How Does The Page Rank So Fast?
  • 32. GOOGLE – THE HUNGRY MONSTER
  • 33. FACEBOOK IS THE PARTY!
  • 34. UNDERSTANDING WHY Why Does The Page Rank So High?
  • 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. Facebook.com 6.67 Billion Pages Page Rank 9 Incoming Links: 5 Billion Domain Age: 1998
  • 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. UNDERSTANDING MOBILE WEBSITES OPTIMIZATION MOBILE MOBILE
  • 39. Internet Reach: 1.7 Billion
  • 40. Mobile Reach: 4.8 Billion
  • 41. There are almost 5times more mobiledevices than there are computers
  • 42. Mobile Marketingis where Social Mediawas 4 Years Ago, and SEO in 2000
  • 43. MOBILE WEBSITES Why A Mobile Site?
  • 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. GOOGLE MOBILE Google announced that 35% of all searches done on their system are from mobile devices
  • 46. DESKTOP vs MOBILE SITE
  • 47. FAT FINGERITIS • Zoom • Pinch • Squeeze • Turn • Flip
  • 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. 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. CHECK YOUR ANALYTICS
  • 51. INTEGRATE Integrated Strategies YOUR STRATEGY Email Marketing PPC and Display Ads SEO Social Media Mobile Coupons
  • 52. RUN CAMPAIGNS Contests THINK BOX --------------------- Contest active for 8 days Results so far: • 4000+ shares • 4000+ new fans • 5800 talking about this
  • 53. CONTENT DEVELOPMENT Facebook ContentBlog Content Twitter Content
  • 54. THANKS FOR LISTENING ANY QUESTIONS
  • 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