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Internet marketing training course for small businesses and entrepreneurs - covers positioning, goal setting, search engine optimization, content marketing, social media, email marketing, lead ...

Internet marketing training course for small businesses and entrepreneurs - covers positioning, goal setting, search engine optimization, content marketing, social media, email marketing, lead management and web analytics.

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    Internet marketing   dave morse - august 2010 - public Internet marketing dave morse - august 2010 - public Presentation Transcript

    • Internet Marketing for Entrepreneurs & Small Businesses 4755 Kingsway Drive, Suite 314 Indianapolis, IN 46205 Phone: 317.917.3266 | Fax: 317.916.8921 Email: [email_address] www.businessownership.org
    • Presented by: Dave Morse E-Marketing Manager Delta Faucet Company [email_address] [email_address] Twitter: @davemorse Blog: davemorse.net
    • Objectives
      • Plan for …
        • Understanding & engaging w/ your audiences
        • Increasing visibility
        • Driving website visitors
        • Nurturing & converting prospects
        • Creating advocates
    • Agenda
      • Positioning
      • Establishing goals
      • “ Inbound” vs. “Outbound”
      • Strategies, tactics and tools:
        • Search engine marketing
        • Social media marketing
        • Content marketing
        • Lead management
        • Website analytics
        • Email marketing
    • Positioning “ The easiest thing to be in the world is you. The most difficult thing to be is what other people want you to be … don't let them put you in that position.” ~ Leo F. Buscaglia
    • Positioning
      • For (target customers)
      • Who (have the following problem)
      • Our product is a (describe)
      • That provides (cite breakthrough capability)
      • Unlike (reference competition)
      • Our product (describe key differentiator)
      Geoffrey Moore – Positioning Template – http://www.beaupre.com/blog/index.cfm/2009/5/22/Positioning-elevator-mission-and-vision-statements
    • Positioning
      • Silicon Graphics, Inc. (SGI)
      • For movie producers
      • Who depend heavily on post-production special effects,
      • SGI provides computer workstations
      • That integrate digital fantasies with actual film footage.
      • Unlike all other computer workstation vendors,
      • SGI has made a no-compromise commitment to meeting film-makers’ post-production needs.
    • Positioning
      • Indiana Interactive Marketing Association (IIMA)
      • For advanced marketers and business professionals alike
      • Who are challenged to understand and utilize an ever-changing and very large interactive marketing landscape of strategies, tactics and tools,
      • IIMA is a marketing group led by brightest interactive marketers in Indiana
      • That provides information, education, consultation, events, and connections.
      • Unlike other groups in Indianapolis (BMA, AAF, AMA, TechPoint, Rainmakers),
      • IIMA is focused on all things interactive, dedicated to delivering real-world (take-away) value, balanced between technology and business strategy, and driven to be the ultimate interactive marketing authority in Indiana
    • Establishing Goals “ He who fails to plan is planning to fail ” ~ Winston Churchill
    • Establishing Goals – P.O.S.T.
      • P eople
        • Develop “personas” – Pain points, interests, how your product will improve their lives
      • O bjectives
        • Business goals – e.g. Awareness
      • S trategies
        • Approach – e.g. Increase search engine ranking
      • T actics/ T ools
        • Steps – e.g. Optimize website, develop backlinks
    • Establishing Goals – Lifecycle
      • Everyone is at some stage in your lifecycle!
      • Typical lifecycle stages
        • Awareness
        • Consideration
        • Preference/Purchase
        • Advocacy
    • “ Inbound” vs. “Outbound” “ Instead of driving their message into a crowd over and over again like a sledgehammer, they attract highly qualified customers to their business like a magnet. ” ~ Brian Halligan, CEO, Hubspot
    • Advertising Break-Up
    • “ Inbound” vs. “Outbound”
      • Marketing from 50,000 feet
    • “ Outbound” marketing Interruption-based
    • “ Outbound” marketing Decreasing influence … thanks for advancing innovation
    • “ Inbound” marketing Permission-based
    • Building empires
      • 1950 - 2000
      2000 - 2050
    • Rethink marketing
    • Strategies, Tactics & Tools …
      • Search engine marketing (SEO & PPC)
      • Social media marketing
      • Content marketing
    • 3 Pillars of Inbound Marketing
    • Search Engine Optimization (SEO)
    • Search Engine Optimization
    • Search Engine Optimization
      • 25% “On Page”
        • Keywords, keywords, keywords!
        • Page titles, URLs, copy
      • 75% “Off Page”
        • Links, links, links
        • Links = online recommendations
          • (OK) Link: www.deltafaucet.com
          • (BEST) Keyword text: Innovative Faucets
    • Free Tools by Google
      • Google Webmaster Central – http://www.google.com/webmasters
      • Google Keyword Research – http://www.google.com/sktool/#
      • Google Trends – http://www.google.com/trends
      • Google Website Optimizer – http://www.google.com/websiteoptimizer
      • Google’s Blog – http://googleblog.blogspot.com
    • Pay-Per-Click (PPC)
      • Google, Yahoo!, Bing
      • Targeting
      • Budget
      • Metrics
    • PPC vs. SEO
      • Value of SEO
        • Performance – 85% click organic results
        • Visibility – 100% view 1 st , 2 nd and 3 rd organic results (vs. 50% view 1 st PPC result)
        • 56% results show no PPC ad
      • Disconnect
        • “ SEO drives 75%+ of all search traffic, yet garners less than 15% of marketing budgets. PPC receives less than 25% of all search traffic, yet earns 80%+ of SEM campaign budgets ” 1
      1 http://www.seomoz.org/blog/the-disconnect-in-ppc-vs-seo-spending
    • Content Marketing
      • Why do people use the web?
        • Collect, read, share, and consume information
      • Marketing = Publishing
      • Goal: Become trusted resource / authority
      • Example: www.Babycenter.com
        • “ Their information is fantastic” ~ my wife
    • Content Marketing
      • “ The most effective form of web marketing is content marketing”
      • “ Best websites designed by those who think like publishers – start with content strategy, then focus on delivery”
      • “ You should publish the kind of online content to which your buyers naturally gravitate”
      • “ Don’t Trust Your Ad Agency to Build Your Website ”
    • Content Marketing
      • Website copy
      • Product information
      • Blogs
      • Tweets and Facebook pages
      • Videos / demos
      • News & trends
      • Webinars / podcasts
      • Tools
      • Photos
      • Presentations
      • eBooks
      • Articles / white papers / case studies
      Anything of interest to your buyer personas that persuades them to take profitable action
    • Content Marketing More Content = Better Google Page Rank
    • Shift Into Content Mindset
      • Blog posts
      • Shoot videos at events
      • Interview customers for a podcast
      • Share, share, share
        • Lessons learned
        • Funny stories
        • Information (“Did You Know…”)
        • Emotional / enticing (“Top 5 Dangers…”)
    • Social media marketing
    • Social media marketing
      • Separate BOI course – “Social Media 101”
      • Social media = content & conversation
      • Think: cocktail party
      OR
    • Social media marketing
    • Social media marketing
      • Facebook
        • “ Pages”
        • Connect to Twitter stream ( facebook.com/twitter )
        • “ Like” Button
      • Twitter
        • “ Microblog” – Like a blog, but only 140 characters
        • Use TweetDeck, CoTweet, Seesmic, Hootsuite ( don’t use the Twitter website! )
        • http://search.twitter.com
    • Social media marketing
      • AddThis widget
        • Enable social sharing
        • Customizable
        • Metrics
      • Bit.ly URL shortener
        • Shortens any URL (good for loooooong ones)
        • http://bit.ly/92s3OZ
        • Metrics
    • Strategies, Tactics & Tools …
      • Lead management
      • Website analytics
      • Email marketing
    • Lead management
      • Capturing and managing interest
      • Make it easy! ( example )
      • Salesforce.com
        • “ Web-To-Lead”
      Example Landing Page Salesforce.com
    • Website analytics
      • Google Analytics – free and powerful!
      • Quick implementation
      Example Google Analytics: Delta Faucet
    • Website analytics
      • Metrics to track
        • Keywords
        • Traffic
          • Visitors – Unique vs. Repeat
          • Sources – Direct, Referral, Search
        • Conversions
          • Any profitable event (e.g. Where To Buy)
        • Bounce Rate
          • “ I came, I saw, I puked”
    • Email marketing
      • Cost effective, great engagement tool
      • Many tools – recommend MailChimp (free)
      • Subscriber management (sub/unsub)
        • CAN/SPAM law compliance
      • Measurable
        • Track opens & click-thrus
      • Use as lead qualification!
      Source: ExactTarget
    • Resources
      • Salesforce.com CRM pricing – http://www.salesforce.com/crm/ep-sales.jsp
      • Facebook Pages – http://www.facebook.com/FacebookPages
      • Facebook Social Plugins (e.g. “Like” button) – http://developers.facebook.com/plugins
      • AddThis social sharing widget – http://www.addthis.com/
      • Twitter tools:
        • TweetDeck – http://www.tweetdeck.com/
        • Seesmic – http://seesmic.com/
        • CoTweet – http://cotweet.com/
        • Hootsuite – http://hootsuite.com/
      • Google Analytics – http://www.google.com/analytics
      • MailChimp – http://www.mailchimp.com/
      • URL shortener – http://bit.ly
    • Resources
      • “ Don’t Trust Advertising Agency to Build Website” – http://www.davidmeermanscott.com/documents/Donttrustanagencywithyourwebsite.pdf
      • “ Nobody Cares About Your Products (Except You)” – http://www.webinknow.com/2008/08/nobody-cares-ab.html
      • “ Four Ways The Internet is Transforming Small Businesses” – http://blog.hubspot.com/blog/tabid/6307/bid/50/Four-Ways-the-Internet-Is-Transforming-Small-Business.aspx
      • “ Inbound Marketing & The Next Phase of Marketing on the Web” – http://blog.hubspot.com/blog/tabid/6307/bid/4416/Inbound-Marketing-the-Next-Phase-of-Marketing-on-the-Web.aspx
      • “ 2010 Online Marketing Blueprint: A Multimedia Guide to Growing Your Business Online” - http://www.hubspot.com/blueprint
      • "The 10 Rock Solid Elements of Effective Online Marketing" - http://authorityrules.com/
      • "The Beginners Guide to SEO" - http://guides.seomoz.org/beginners-guide-to-search-engine-optimization
      • "Social Media Revolution" - http://www.youtube.com/watch?v=sIFYPQjYhv8
      • "Advertising/Customer Breakup" - http://www.youtube.com/watch?v=DkOHsjZKBB0
      • "Vital statistics for B2B Marketers" - http://www.youtube.com/watch?v=nXQdy-22TXM
      • "Basics Of Social Media ROI" - http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi
      • “ Social Media Experts Don’t Understand Social Media” – http://tippingpointlabs.com/2009/07/08/social-media-experts-dont-understand-social-media/
      • "Five Reasons Why Content Strategy Comes Before Social Media" - http://blog.junta42.com/content_marketing_blog/2009/06/five-reasons-why-content-strategy-comes-before-social-media.html
    • Questions? Contact me! Dave Morse E-Marketing Manager Delta Faucet Company [email_address] [email_address] Twitter: @davemorse Blog: davemorse.net