1. HOW INTERNET MARKETING
CAN 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 eMarketer
Media 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
Increase
visibility 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 REVIEWS
Step #1
Determine which sites
are important sites for
your customers to
write 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

32. UNDERSTANDING WHY
How Does The
Page Rank
So Fast?

33. GOOGLE – THE HUNGRY MONSTER

34. FACEBOOK IS THE PARTY!

35. UNDERSTANDING WHY
Why Does The
Page Rank
So High?

36. 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

37. Facebook.com
6.67 Billion Pages
Page Rank 9
Incoming Links: 5 Billion
Domain Age: 1998

39. • Profile Image
• Thumbnail Image
• 180 x 180 pix
• 111 x 74 pix
• Cover Photo
• Customize the
• 851 x 315 pix
image and text
• Restrictions

44. UNDERSTANDING MOBILE
WEBSITES OPTIMIZATION
MOBILE
MOBILE

45. Internet Reach:
1.7 Billion

46. Mobile Reach:
4.8 Billion

47. There are almost 5
times more mobile
devices than there
are computers

48. Mobile Marketing
is where Social Media
was 4 Years Ago, and
SEO in 2000

49. MOBILE WEBSITES
Why A Mobile Site?

50. GOOGLE MOBILE
It is predicted that
there will be more
searches done on
Google Mobile
than on PC by the end
of next year

51. GOOGLE MOBILE
Google announced
that 35% of all
searches done on
their system are from
mobile devices

52. DESKTOP vs MOBILE SITE

53. FAT FINGERITIS
• Zoom
• Pinch
• Squeeze
• Turn
• Flip

54. 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

55. 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

56. CHECK YOUR ANALYTICS

58. INTEGRATE Integrated Strategies
YOUR STRATEGY
Email Marketing
PPC and Display Ads
SEO
Social Media
Mobile
Coupons

59. RUN CAMPAIGNS
Contests
THINK BOX
---------------------
Contest active for 8 days
Results so far:
• 4000+ shares
• 4000+ new fans
• 5800 talking about
this

60. CONTENT DEVELOPMENT
Facebook Content
Blog Content
Twitter Content

61. THANKS FOR LISTENING
ANY QUESTIONS

62. 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