Quick Introduction to Internet Marketing


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Internet Marketing is an essential part of your business' success. Today's presentation looks at some of its components including SEO, social media marketing, pay-per-click and blogging. Although the list isn't comprehensive, it gives you a good look into what it will take to successfully promote your business online.

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Quick Introduction to Internet Marketing

  1. 1. QUICK INTRODUCTION TOINTERNET MARKETINGPresented by www.WebstoreSolutions.com
  2. 2. WHAT IS INTERNET MARKETING? Very simply, it is the use of various tactics, strategies, software, tools and methods to promote goods and services over the internet. Methods used in IM include  Websites Email Marketing  SEO Social Media  Blogging Pay-Per-Click Metrics
  3. 3. WHY SHOULD WE CARE ABOUT IM? Over 80% of people use search engines to find new 1 websites, services and products 2 91% of online adults use social media regularly 90% of all clicks come from the top 10 results in the search engines 3 20% of Facebook users have purchased something 4 because of ads or comments 5 Over 75% of the US is online
  4. 4. WEBSITES Websites are the online extension of a brand. A company’s website should accurately represent what that company is like in real life and in person.  McDonalds & McDonalds.com A good website design can improve a person’s perception of a company because they’ll associate a quality website with a quality product. The inverse is true. A poorly designed website can leave customers with the impression that the product is of lower quality. An out-of-date website. This article covers it well: http://www.thewhir.com/blog/how-an-out-of-date-website-can-hurt-your-business More points & a link (in the article) to before-and-after shots: http://martinairing.com/blog/does-your-website-need-a-refresher-5-signs-that-your- website-is-out-of-date-and-why-you-should-care/
  5. 5. EMAIL MARKETING Email marketing is a form of direct marketing. It is the use of email to convey a commercial message. Email marketing can be used by businesses, charities and other organizations to:  Solicit new business  Sell a product or service  Connect with past customers  Raise money  Raise awareness  Build brand equity  Many more reasons
  6. 6. EMAIL MARKETING Through lead nurturing (consistent and relevant communication with someone expected to buy) a company can use email marketing to increase sales by more than 100%. Newsletters are one of the more popular ways organization engage in email marketing Double-opt-in email sign ups produce the best number of qualified prospects for businesses Businesses get a return of $40 for every $1 spent on email marketing Business marketing emails are regulated by the CAN-SPAM Act  A quick overview of the regulations are here: http://www.business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business
  7. 7. SEARCH ENGINE OPTIMIZATION (SEO) Review our other slide show for a deeper look: http://www.slideshare.net/hunterwillis/introduction-to-search-engine-optimization SEO is important for businesses because more and more customers are looking online for solutions (service providers, products, instructional guides, videos, lessons and more) A good SEO plan will look at many things including:  Searcher intent Lifetime value of a customer  Conversion rates Keyword usage
  8. 8. SOCIAL MEDIA Not all businesses benefit from social media but many do Social media is fragmented. Wikipedia lists nearly 200 social media sites and notes the list isn’t comprehensive Facebook, Twitter, LinkedIn, and Google+ are the best “general” social media sites for businesses. Pinterest and Instagram are good for visiually- oriented companies
  9. 9. SOCIAL MEDIA – GENERAL TIPS Businesses should post 1-3 times per business day The different platforms shouldn’t be exact mirrors of one another. Post unique content on each one Quickly engage with people when they leave a comment or ask a question. Only 30% of commenters get a response. This means that 70% of people leaving comments don’t get a personal touch from the business and may be frustrated Never get emotional in your responses. Handle them professionally Allowing fans to post questions, videos and pictures can be dangerous (if they upload something inappropriate) the benefits often outweigh the concerns.
  10. 10. FACEBOOK 1 billion registered users Businesses are not allowed to have a profile page, it must be a business page Posts with pictures get the most interaction by far Direct customers to your page (and other social media profiles) every chance you get – from your website, through key points in the sales funnel, and in your emails.
  11. 11. TWITTER Twitter is designed to be a conversation Twitter has its own language, partially due to the character limitation. http://www.webopedia.com/quick_ref/Twitter_Dictionary_Guide.asp Most marketers use Twitter as a way to broadcast their message – they use it as a 1-way communication tool Use every opportunity you can to say, “Thank you”. If you’re retweeted, say “Thanks” and direct them to a different article (preferably yours) Links in Twitter are counted by Google and can help improve your rankings
  12. 12. GOOGLE + AND LINKEDIN Good article on marketing with Google+: http://www.stellarmediamarketing.com/social-media/google-plus-is-better-for- business-than-you-think/ Good article on tips for using LinkedIn to promote your business: http://diythemes.com/thesis/linkedin-marketing/
  13. 13. BLOGGING Nearly 40% of businesses use a blog for marketing purposes Those that do blog have 55% more traffic than those that don’t Companies that blog get 66%+ more leads than those that don’t blog Blogging more matters. Businesses that blog 16-20 times a month get more than twice the traffic than those that blog 4 or fewer times Blogging is a great way to add keywords to your website and increase the number of times you appear in the search engines
  14. 14. PAY-PER-CLICK Great way to target specific customers Consists of 4 parts: Headline, Copy, Display URL, Landing Page URL Google has the most popular PPC program called Adsense A high Adsense “Quality Score” is critical to your success Adsense has many features including:  Remarketing  Mobile-only ads  Auto-optimization of Ads
  15. 15. PAY-PER-CLICK In general, you should write headlines and copy that:  Ask a question  Make a directive  Solve a problem  Reveal a need  Have a “Call to Action” Testing multiple headlines and copy at the same time (called A/B testing) will improve your bottom line over the long-haul.
  16. 16. METRICS A metric is a parameter or a measurement of quantitative data. Businesses use metrics in IM to tell if their campaigns are running well and will show a profit Popular IM metrics include:  Click-thru rate (CTR) Conversion Rate (CR)  Return on investment (ROI) Visitors  Search engine rankings Page views for specific keywords  Leads generated Response rate
  17. 17. SUMMARY Most businesses don’t have a choice – they need to focus on internet marketing There are many facets to IM, more than named here. Most businesses need an expert to provide guidance There is so much depth and breadth to IM you can’t know everything, nor should you trust someone who says he/she is an expert in most of these areas A good IM plan will show a profit
  18. 18. MANY THANKS! If you liked this presentation, please connect with me on LinkedIn and leave a recommendation Hunter D. Willis President, Webstore Solutions, LLC Web Design, SEO, Social Media, App Development, Speaking/Training www.WebstoreSolutins.com www.LinkedIn.com/in/HunterWillis www.Twitter.com/HunterWillis
  19. 19. ANNOTATIONS1. Forrester2. Experian (http://www.experian.com/simmons-research/register-2012-digital-marketer.html)3. AOL (http://www.internetmarketingninjas.com/jim/click-rate-for-top-10-search-results)4. Ipsos5. Hubspot (http://blog.hubspot.com/blog/tabid/6307/bid/30495/25-Eye-Popping-Internet-Marketing- Statistics-for-2012.aspx)