Internet Mktg 101 Wedo 4 15 09 Rev


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This was a presentation that I gave at a National City seminar for women-owned small businesses.

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  • Web Marketing Basics for Small Business Presented by Jay Lane, Jay Lane Media |
  • Internet Mktg 101 Wedo 4 15 09 Rev

    1. 1. National City WEDO Seminar Series Internet Marketing 101 Jay Lane, Jay Lane Media LLC [email_address] April 15, 2009
    2. 2. Today, we’ll be discussing… <ul><li>Why you should consider Internet marketing </li></ul><ul><li>Things to consider before beginning a campaign </li></ul><ul><li>Email marketing </li></ul><ul><li>Search engine marketing </li></ul><ul><ul><li>PPC vs. SEO </li></ul></ul><ul><li>Social media marketing </li></ul><ul><li>Web site tracking (Web analytics) </li></ul><ul><li>Resources worth checking out </li></ul><ul><li>Final thoughts </li></ul><ul><li>Q & A </li></ul>
    3. 3. What do you call it? <ul><li>Call it what you want, but it’s all the same… </li></ul><ul><li>Interactive/Interactive Marketing </li></ul><ul><li>Internet Marketing </li></ul><ul><li>Web Marketing </li></ul><ul><li>New Media Marketing </li></ul><ul><li>I define Internet marketing as the process of creating an online presence (Web site, landing page, etc.), driving visitors and then converting these visitors into customers. </li></ul>
    4. 4. “ On the Internet, nobody knows you’re a dog.”
    5. 5. Why You Should Consider Internet Marketing <ul><li>Generates a greater return on investment </li></ul><ul><ul><li>Has shown an increased ROI vs. traditional marketing because of efficiency in targeting users </li></ul></ul><ul><li>Provides instant communication, feedback and flexibility </li></ul><ul><ul><li>Quickly learn what’s working and what’s not </li></ul></ul><ul><li>Can generate transactions 24 hours a day, 7 days a week </li></ul><ul><li>Offers instant accountability </li></ul><ul><ul><li>Real-time tracking and reporting </li></ul></ul><ul><li>Flexibility </li></ul><ul><ul><li>Can make changes on the fly with little cost (compare to updating TV spots or other traditional media) </li></ul></ul>
    6. 6. Don’t put the cart before the horse! cart = Internet marketing horse = Your Web site
    7. 7. Things to consider before beginning your Internet marketing campaign <ul><li>Proper planning is key </li></ul><ul><ul><li>Define your goals/objectives in advance </li></ul></ul><ul><li>Make sure your Web site is easy to use and the content is clear and simple </li></ul><ul><ul><li>What do you want people to do once they get to your site? </li></ul></ul><ul><li>Your time and resources </li></ul><ul><ul><li>Don’t take on too much </li></ul></ul><ul><li>Hire a professional or DIY? </li></ul><ul><li>Track everything! </li></ul>
    8. 8. Email Marketing > Overview <ul><li>Email marketing is a great non-intrusive way to establish a relationship and stay in touch with your customers and prospects </li></ul><ul><li>Things to consider: </li></ul><ul><ul><li>CAN-SPAM Act (Stands for “ C ontrolling the A ssault of N on- S olicited P ornography A nd M arketing Act of 2003) </li></ul></ul><ul><ul><li>List participation – Look at open rates and clicks </li></ul></ul><ul><ul><li>Conversions </li></ul></ul><ul><ul><li>Traffic to Web site </li></ul></ul>
    9. 9. Email Marketing > CAN-SPAM <ul><li>You can send commercial email as long as you comply with the three types of compliance defined in the CAN-SPAM act: </li></ul><ul><ul><li>Unsubscribe Compliance </li></ul></ul><ul><ul><ul><li>Offer the ability for recipients to unsubscribe from email list – Must be honored within 10 days </li></ul></ul></ul><ul><ul><li>Content Compliance </li></ul></ul><ul><ul><ul><li>Accurate from lines </li></ul></ul></ul><ul><ul><ul><li>Non-deceptive subject lines </li></ul></ul></ul><ul><ul><ul><li>Your physical mailing address is listed within the email </li></ul></ul></ul><ul><ul><li>Sending Behavior Compliance </li></ul></ul><ul><ul><ul><li>Messages cannot be sent through open relay </li></ul></ul></ul><ul><ul><ul><li>Cannot send to harvested email addresses </li></ul></ul></ul>
    10. 10. Search Engine Marketing (SEM) > Overview <ul><li>Search Engine Marketing (SEM) is a form of Internet marketing that seeks to drive traffic to Web sites by increasing their visibility in search engine result pages (SERPs) </li></ul><ul><li>SEM includes the following: </li></ul><ul><ul><li>Pay-Per-Click Advertising (PPC) </li></ul></ul><ul><ul><li>Search Engine Optimization (SEO) </li></ul></ul><ul><ul><ul><li>Paid inclusion </li></ul></ul></ul>
    11. 11. SEM > What’s the difference between PPC and SEO? <ul><li>Pay-Per-Click ( PPC or Paid Search ) is an advertising model used on search engines, advertising networks, and other content Web sites (online newspapers, blogs, etc.). Advertisers can set their own budget and only pay when an end-user clicks on their ad and visits their Web site </li></ul><ul><li>Search Engine Optimization (SEO) is the process of attempting to improve one’s Web site ranking in the “organic” (unpaid) search results </li></ul>
    12. 12. SEM > Example Search Engine Results Page (SERP) 1 2 3 4 5 6 7 8 9 10 PPC (Paid) Up to 11 on a page 1 2 3 4 5 6 7 8 9 10 SEO (Unpaid) Typically have 10 results per page
    13. 13. Social Media Marketing > Overview <ul><li>According to the Social Media Club of Louisville, “Social Media” is: </li></ul><ul><li>Communications using technologies to share opinions, insights, experiences, perspectives </li></ul><ul><li>Drives social interactions and dissemination of words, pictures, videos and audio </li></ul><ul><li>Consumption gives way to self-expression, creation, collaboration, interconnectivity </li></ul>
    14. 14. Social Media Marketing > Sample Tactics <ul><li>Blogs </li></ul><ul><ul><li>A Web site with regular short entries about various topics that typically combines text, images, video and links – readers can leave comments – Distributed through an RSS feed </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>Micro blogging – 140 characters or less </li></ul></ul><ul><li>Podcasts (audio and video) </li></ul><ul><ul><li>Distributed through an RSS feed (Really Simple Syndication) </li></ul></ul><ul><li>Social networking sites (Facebook, LinkedIn, etc.) </li></ul><ul><ul><li>Business pages, LinkedIn Answers </li></ul></ul><ul><li>Viral videos (YouTube) </li></ul><ul><li>Photo sharing (Flickr) </li></ul>
    15. 15. Web Analytics > Overview <ul><li>Web analytics is the foundation of Internet success because you can’t improve your Web site and Internet marketing tactics unless you know what’s happening </li></ul>
    16. 16. Web Analytics > Overview <ul><li>Analytics allows you to: </li></ul><ul><ul><li>Track Web site visitor activity: # of visitors, popular pages, time spent on site, referring Web sites, etc. </li></ul></ul><ul><ul><li>Determine where visitors enter and exit your site </li></ul></ul><ul><ul><li>Track conversions </li></ul></ul><ul><ul><li>Attribute sales/conversions to specific marketing tactics and calculate ROI </li></ul></ul><ul><ul><li>See how visitors found you </li></ul></ul><ul><li>Check out Google Analytics (FREE) </li></ul>
    17. 17. Sites Worth Checking Out <ul><li>Web Site Grader > </li></ul><ul><li>Blog search engine > </li></ul><ul><li>Social Media Explorer > </li></ul><ul><li>Social Media Club of Louisville > </li></ul><ul><li>Twitter > </li></ul><ul><li>Google Adwords > </li></ul><ul><li>Google Analytics > </li></ul><ul><li>Dosh Dosh > </li></ul><ul><li>Conversation Marketing > </li></ul><ul><li>Search Engine Watch > </li></ul><ul><li>Search Engine Land > </li></ul>
    18. 18. Final thoughts… <ul><li>If hiring an outside vendor to do work on your behalf, make sure you: </li></ul><ul><ul><li>Do your research and check references </li></ul></ul><ul><ul><li>Understand what you are paying for </li></ul></ul><ul><ul><li>Have full ownership and control of your Web site, domains and online accounts (i.e. Google accounts) </li></ul></ul><ul><li>Start small and do a few things really well before expanding your efforts…don’t overwhelm yourself </li></ul><ul><li>Check out blogs/online resources (“ Google” it ) </li></ul><ul><li>Don’t be afraid to get out there and try some things… </li></ul>
    19. 19. Questions? <ul><li>Let’s Connect! </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Twitter: @JayLane </li></ul><ul><li>Web: </li></ul><ul><li>LinkedIn: </li></ul>