State of Internet Marketing 2012 - Session 1


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Do you feel overwhelmed when it comes to marketing your business online? Once you have a website, what's next? You are not alone. Many business owners - both those starting out and even seasoned professionals - experience frustration when it comes to internet marketing. Where do you start?

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State of Internet Marketing 2012 - Session 1

  1. 1. 2012 State of Internet Marketing
  2. 2. Internet Marketing is Permission Marketing • Statistics tell the story • Encourage your input & questions • Take one thing that you can apply to your company • Walk away with components small business websites should embrace! For the full presentation and handouts go to:
  3. 3. Marketing Yesterday
  4. 4. What’s Wrong with Yesterday’s Tactics? 800-555-1234 Annoying Salesperson
  5. 5. Marketing Today
  6. 6. Statistics Tell the Story
  7. 7. Statistics Tell the StoryMore than 3/4 of the total population willbe online in 2012.
  8. 8. Statistics Tell the StoryOnline video viewers will reach 169.3 million in2012.
  9. 9. Statistics Tell the Story88.1% of US internet users ages 14+ will browseor research products online in 2012.
  10. 10. Statistics Tell the StoryContent Marketing is the cheapest cost per leadfor inbound marketing channels, while tradeshows have the highest cost for outbound channels.
  11. 11. Statistics Tell the StoryConsumers are using multiple devices on a dailybasis depending on the time of day and theircurrent location.
  12. 12. Statistics Tell the StoryConversion rates are 105% higher whenconsumers interact with reviews and ratings.
  13. 13. What Does This Mean for You?The Truth:• Online marketing is not optional.• Google is the new Yellow Pages.• It will take work.
  14. 14. What Does This Mean for You?The Benefits:• Internet marketing is scalable.• If your website is built right you can make changes on the fly without knowing how to program.• You can track real-time results.• You can compete with businesses bigger than yours and still remain a 1-person operation.
  15. 15. What Does This Mean for You?The Ugly:• 65% of small businesses have a website, but only 19% update it once a week, and 10% update it once a year.• 21% use tools to monitor web traffic, but astonishingly 63% don’t have tools to monitor traffic.
  16. 16. What Does This Mean for You?The Positive:You are here and we are going to help you!
  17. 17. Time to Take Action!Key Components Your Website Should Embrace
  18. 18. Internet Marketing is Like Dating…You don’t ask someone to marry you on the first date.You get to know each other first…then once you knowthe whole package is good you put a ring on it.The following componentswill help in the initialphase of courting youronline customers.
  19. 19. Key Component #1A clear description of who you are.Your website visitor shouldn’t have to turn into aninvestigator to find out who you are and what you do.Clearly state on the homepage:• Your business name• Your product and/or services.
  20. 20. Key Component #2A Website URL that is easy to rememberand makes sense.Don’t make things complicated. Your domain is your brand.It should be easy for someone to remember and type into aweb browser.Recommendation –Use a .com URL,it’s what consumersare used to.
  21. 21. Key Component #3Navigation that is user friendly.Clear navigation and links to pages that are important arecrucial to not only user experience of your website, but it’salso important in building trust.Your navigation and sitemapserves as a guide to a user onhow to find what they arelooking for.
  22. 22. Random PhotoThis is Darby, he is my cat and he hopes you are paying attention!
  23. 23. Key Component #4Easy to find contact information.Don’t lose a customer becausethey couldn’t figure out how tocontact you.Recommendation: Have yourcontact information in the upper leftor right corner of your website. I’d alsosuggest having it in the footer on every page.Allow visitors to contact you via telephone or email. Give themchoices – as consumers we like to be given choices.
  24. 24. Key Component #5Customer Testimonials and ReviewsUsing testimonials helps to build trust with online visitors.• Your testimonials must be true and genuine, don’t make them up.• Use the actual customer name if you can.70% consult reviews or ratings before purchasing(BusinessWeek, Oct. 2008)
  25. 25. Key Component #6Call to ActionWhat do you want your website visitors to do?• Call for a quote?• Submit an inquiry form?• Request a coupon?• Shop specials?You must guide them in their next steps if youwant them to take action.
  26. 26. Random PhotoDarby worked very hard to get this presentation done in time and he hopes you are enjoying it!
  27. 27. Key Component #7Know the basics of search engine marketingIf you build it, they won’t come, unlessyou know the basics of search enginemarketing.• Use correct keywords throughout your text.• Be sure and link pages within your site using those keywords.• Create search engine friendly page titles and URLs.
  28. 28. Key Component #8Fresh Quality Content ConsistentlyYour website will be the first impression of yourbusiness. Give them what they are lookingfor and give them a reason to comeback.• Content will help you become the expert in your industry.• Content will also help with search marketing efforts.• A website that doesn’t contain content will not only have a tough time getting ranked in search engines, but it will have a hard time staying there.
  29. 29. Key Component #9Secure Hosting PlatformHaving your website hacked can be a nightmare, especially after youhave put so much effort, blood, sweat and tears into it.Make sure that you are hosting your site on a secure platform, makingupdates to any open source software and backing up your website on aconsistent basis.
  30. 30. Key Component #10A User Friendly DesignWebsite users have short attention spans. Your design must be userfriendly and encourage them to spend time on your website. Simplicity andbasic colors are best. Your content should be the focus.Recommended practices that will make your site easy to read:• Break down content into short paragraphs with headers if necessary.• Use bullet points.• Highlight important words and phrases.
  31. 31. Random PhotoDarby hopes you enjoyed today’s presentation!
  32. 32. Time for Questions
  33. 33. For the full presentation and handouts go to: Please call or email with questions. Laura Lake 816.842.0100