An Internet Marketing Program for Small Businesses and Entrepreneurs

The Internet Marketing SystemforSmall Businesses and Entrepreneurs
practical and realistic
Paul Taylor
www.ideas-for-marketing.com

Who am I
Paul Taylor
25 years in marketing management and consulting
worked in 20 different countries
degrees from Oxford University and Cass Business School
click for more at: (www.linkedin.com/in/marketingideas)

Introduction
this presentation will:
introduce you to an internet marketing system that could dramatically improve your business performance
show you all the channels you can use to communicate with your potential customers
provide tips, how-to’s and what-not-to-do’s
link to resources for more information
give you the ‘big picture’ perspective on internet marketing – and what steps you can take to transform your marketing effectiveness

What’s on the agenda ...
... plus 2 other mystery topics at the end!

How many people do you think click on the first result when they do a Google search?

It pays to be number 1!

First, try look through Google’s eyes
search engine position is driven by:
quality of your content
‘votes’ in the form of links to your site from others
but - some votes count more than others – link weight is important

Google looks for quality independent votes
search engine position driven by:
quality of your content
‘votes’ in the form of links to your site from others
but - some votes count more than others – link weight is important
Links to your site created by you have little weight ...
... unless the link is part of content ‘approved’ by a third party

So our focus is:
your content
links to your site
Here is where we will begin
keep in your mind that the start point for many people is a search engine
they type a phrase and the results appear
but how does what you write on a web page affect your position?

But – it’s hard to get there
remember our chart, if you’re not on page 1, you almost don’t exist
you are unlikely to get to page 1 on a broad search – eg golf clubs
you have to compete on specific keyword phrases – eg golf club head covers for irons
the phrases receive fewer searches but you if you are on page 1, you get clicks

The pie may be smaller – but at least you get a slice!

It starts with keywords
undertake research to establish search phrases that you can compete on
optimize your content for these phrases
create links to your site that use these keywords
find out how at: www.ideas-for-marketing.com/finding-niche-keywords.php

Important – you need a system
As you will have seen on the introductory mindmap, there are many options for internet marketing
It is difficult if you just plunge in
You need a system to:
keep track of what you have done
guide you in your next actions
provide detailed and big-picture perspectives
find out more at: www.ideas-for-marketing.com/internet-marketing-resources.php

Backlinks (links to your sites) are critical
they are a major driver of your search engine position
they are links that people can click and so provide your site with visitors
but remember – links differ in value – a useful indicator of the value of a link is Google PageRank
find out more at: www.ideas-for-marketing.com/how-to-increase-page-rank.php

Backlink Tips
Don’t go too quickly – it suggests spamming
Use a multi-channel approach
Google loves videos and blogs
Focus on quality sites – more in a moment!
Use a linking pattern
Create quality content
... let’s consider linking patterns and quality content in more detail

Link indirectly
you should create links that point to sites that point to your site
this gives the impression of third party approval to your site – particularly if you are clever about it!
self-promotion is frowned upon – a link from you to you is worthless
a reviewed articleor popular video with a link to you counts for much more
so link to your articles and videos primarily
find out more at: www.ideas-for-marketing.com/how-to-get-backlinks.php

Content really is King!
quality content drives natural human traffic – people link to you, bookmark you
which leads to more people visiting and linking
which increases your search engine ranking
which leads to more people visiting and linking
a virtuous circle

Here is where we are up to
We will now look in detail at how you can drive traffic to your site

Submit to directories
a very common piece of advice is to submit your website to online directories
and it is almost certainly a complete waste of time
with one exception
human reviewed, achingly slow, arbitrary and frustrating – but I still rank on Google page 1 for sites in dmoz that have had no other internet promotion

Social Bookmarking
Sites like Digg, Stumbleupon, Reddit have a positive impact on your ranking
but it can be very time consuming
Automate!
find out more at: www.ideas-for-marketing.com/social-bookmarking-software.php

Blogs
No technical knowledge required
Very search engine friendly
Quickly indexed because of automatic RSS feeds
Commenting allows you to create online conversations
Enables subscriptions – keep in touch automatically
Lots of plugins to extend functionality
Just do it!

Web 2.0 sites
Hosted platforms enabling you to create content extremely quickly
Search engine friendly
Communities can drive traffic
Should be a major element in your internet marketing strategy
find out more at: www.ideas-for-marketing.com/web-2-marketing.php

Video Marketing
owns – need I say more?
Sites like YouTube are high profile and allow people to comment and subscribe to your videos
You can say things differently
Videos help to establish trust and credibility
find out more at: www.ideas-for-marketing.com/video-marketing.php

Article Marketing
Many internet marketers focus solely on article marketing – why?
Because at high quality article sites, the content is reviewed – so Google knows it is good – a link from an article has lots of weight
Another major element of your internet marketing strategy!
find out more at: www.ideas-for-marketing.com/article-marketing-strategy.php

Answers Marketing
There are many sites focusing on providing answers to questions – questions like “How do I get red wine out of my new carpet” or “How do I adjust the gears on my bike” or “How do I do internet marketing”
And if you provide the answer, you can drive traffic to your site
find out more at: www.ideas-for-marketing.com/yahoo-answers-marketing.php

Social Media
extremely popular – at times they receive more traffic than Google
they have member
communities and promote
connections – perfect for
marketing
find out more at: www.ideas-for-marketing.com/social-marketing.php

Networking
becoming increasingly popular in business
make sure that you create your profile and then connect it to all your other activities – blogs, twitter etc
multiple backlinks for free
and lots of people are updated
automatically with your marketing
actions

Online PR
Press Releases can be sent to a number of online distribution services – these services may be used by journalists and with any luck, your story may be picked up and a story appear on a high profile site or in a quality publication
well-crafted press releases can have a dramatic effect on search engine ranking
the distribution service you choose is critical
find out more at: www.ideas-for-marketing.com/using-online-pr.php

Commenting
you can achieve backlinks by commenting on blogs and in forums
you need to find sites with high PageRank
there are many tools that can help
find out more at: www.ideas-for-marketing.com/add-comment-links.php

Here is where we are up to

Connect the dots
Use services like mybloglog and friendfeed to link all your activities together
this will certainly help with Yahoo search
connect all your profiles:
LinkedIN
Twitter
Facebook
Yahoo
Ning
Xing etc

Ping
you could sit and wait for the search engines to come and find your content or you can ping
pinging is a way to let the internet know that your content has been updated
you should ping every RSS
feed relating to your content
– from blogs, videos and social
bookmarks to lenses, articles
and hubs
find out more at: www.ideas-for-marketing.com/why-do-i-need-to-ping.php

Be systematic
The preceding slides – all 32 of them – should have convinced you, if you weren’t already, that you need to be organized and systematic in your internet marketing approach
Here is one option you may wish to consider:
www.ideas-for-marketing.com/internet-marketing-program.php

Mystery Topics
I mentioned at the beginning that there would be two mystery topics at the end
There are two incredibly important elements in the internet marketing mix that I have not yet mentioned ...

Mystery Topic 1 - Newsletters
For many internet marketers this is
the most important element in the mix -
in fact, some would say the point of
all the other activities is to build your
email newsletter list
your list enables you to communicate on an on-going basis with your subscribers – they don’t have to remember to return to your website; you are in control.
your list becomes the primary source of new business as you introduce new products
find out more at: www.ideas-for-marketing.com/email-newsletter-marketing.php

Mystery Topic 2 – Pay Per Click
why bother struggling to get to the top of Google when you can just buy your place at the top?
pay per click enables even the smallest companies to compete with the big hitters on the internet – but remember
pay per click is the fastest way to make money and the quickest way to lose it
find out more at: www.ideas-for-marketing.com/effective-adwords.php

Thanks for your time – any feedback gratefully received
Lots more resources on my website – particularly on how you can increase your productivity and effectiveness by automating much of your internet marketing

An Internet Marketing Program for Small Businesses and Entrepreneurs

by Paul Taylor on Jul 02, 2009

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