Internet Marketing For Your Business


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A comprehensive overview of Internet Marketing aimed at amateurs. Includes definitions of Internet marketing terms, tips and examples.

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Internet Marketing For Your Business

  1. 1. Internet Marketing for your Business<br />Kat Gritzmacher<br />
  2. 2. A bit about me…<br />
  3. 3. The Internet & Business<br />63 % of Adult American households have broadband (up 8% from last year)*<br />74% of all Americans use the Internet*<br />7% of all adults cut back or cancelled online service due to the recession while 22% of adults cut back TV or cell phone service*<br />2009 Facebook: 276% growth among 35-54 year olds**<br />Over 55% of American adults buy stuff online<br />*Pew Internet & American Life Project<br />**iStrategy<br />
  4. 4. Just Having a Web Site is NOT enough!<br />Is your web site just ‘hanging out?’<br />Why would anyone want to visit your web site?<br />How will people find you?<br />How do you capture them when they do visit?<br />Do your other communications drive traffic to your web site for more information or to purchase a product?<br />Hmmm…..<br />
  5. 5. Terminology & Definitions<br />Search Engine Marketing (SEM)—part of internet marketing that refers to visibility on SERPs (search engine results pages)<br />Organic Search—unpaid listings; natural search, FREE<br />Paid Search (PPC)—paid inclusion in search engine results<br />EXAMPLE<br />Search Engine Optimization (SEO)—the process of improving the volume or quality of traffic via organic or natural search. SEO can target different kinds of search: image, local or industry specific (vertical search engines: i.e. is a job search engine)<br />
  6. 6. Local Search—refers to searches specific to a geographic location against a database of local business listings. Example: Ely MN Resorts<br />Geo-targeting—the process of limiting paid inclusion to searchers in a specific location. Example: you are a print shop and only want to advertise to people in Minnesota<br />Web Analytics—software that measures web traffic including visitor tracking, navigation patterns, etc. Google Analytics, Clicktracks<br />Banner ads—graphical ads that display on web sites<br />SERPs—Search Engine Results Pages<br />
  7. 7. PPC—Pay-per-click—the most popular form of web advertising (pay per impression, pay per action)—Google Adwords, Yahoo! Search Marketing<br />Impressions—how many times an ad is shown<br />Click Through Rates (CTR)—number of times an ad is clicked<br />Landing Page—also known as a ‘lead capture page’ is a page that appears when a customer clicks on an ad or SER link; used to measure effectiveness<br />Conversion Rate—percent of visitors who completed a desired action<br />
  8. 8. Social Media/Social Networking—online content created by people. People share, information, comment and interact using social media platforms. A ‘fusion of technology and sociology.<br />
  9. 9. RSS (real simple syndication)—also called a ‘feed’, it’s the process of publishing frequently updated content in a standardized format. Usually ‘feeds’ are aggregated in a ‘feed reader’ such as Google Reader.<br />
  10. 10. SEARCH<br />
  11. 11. Think like a Search Engine<br />Keywords—nobody searches for ‘Home’<br />Research keywords related to your product or service—Adwords keyword tool, Wordtracker<br />Choose the right keywords<br />Optimizing your web site (SEO)<br />What makes your site relevant to searches? <br />Content is KING—search robots read and analyze TEXT<br />H1 Headings<br />Title Tags<br />Bold/Italics/Bullets/Subheadings<br />URL<br />Anchor TEXT<br />Link Building: If no important web sites think you’re important, you’re not. Page Rank<br />
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  14. 14. Examples<br /> Best<br /> GOOD (1st page Google)<br /> OK (4th page Google)<br /> BAD<br /> GOOD (1st page Google)<br /> Um… let’s look<br />
  15. 15. Local Search<br />Ely MN Outfitters<br />Using local search to boost traffic<br />Google Local Business Results<br />Yahoo! Local<br />Merchant Circle<br />Other directories…<br />The percentage of mobile searches that have local intent will increase from 28 percent in 2008 to 35 percent in 2013.<br />Currently there are 54.5 million mobile Internet users in the United States, representing 25 percent of online users.<br />Approximately 15 percent of iPhone applications are local. * <br />*<br />
  16. 16. PPC—Paid Placement on Search Engines<br />What you don’t get in ‘organic’ results, you can supplement with PPC<br />Getting started with PPC<br />Create GOALS & OBJECTIVES<br />Create a budget & estimate ROI<br />Choose keywords<br />Write ads relevant to keyword targets<br />Be sure your landing page has supporting content AND Conversion Measures are in place to measure your ROI<br />
  17. 17. Conversions<br />WHAT desired action do you want the visitor to take when he arrives at your Landing Page?<br />Subscribe to your email newsletter<br />Download a brochure<br />Fill out a form for more information<br />Register as a member<br />Buy a product<br />DON’T just send everyone to your home page and expect them to search your site RELEVANCY<br />
  18. 18. SEO and PPC: Create a Balance<br />SEO is not a ONE TIME process—ongoing <br />What you can’t achieve organically, try to supplement with Paid Placement (PPC)<br />Trial and error<br />Track conversion rates and analyze traffic patterns and behaviors<br />Check Analytics frequently<br />Calculate ROI<br />
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  20. 20. Email Marketing and RSS<br />
  21. 21. Dos & Don’ts<br />Permission marketing: Your customers WANT to get your information<br />SPAM is illegal<br />Use an email marketing program so you can track your efforts<br />iContact or Constant Contact<br />Measure opens, clicks and subscriptions<br />Provide USEFUL information—don’t try to hard sell or they’ll unsubscribe<br />
  22. 22. Make it easy to subscribe—don’t require a ton of personal info and be sure to have a privacy policy<br />Use FEEDBURNER if you update your content frequently; subscribers only get one email/day for any updates made that day<br />Enable RSS on your site<br />
  23. 23. Creating your Message<br />Don’t give away the farm!<br />Use as a traffic driver—give them a reason to click<br />Content in newsletter should ‘tease’ them<br />Have fun and be sincere—know your target audience<br />Don’t write a book—people don’t READ emails, they scan them<br />Visit: for tips on writing for the web, iContact<br />
  24. 24. Gaining Subscribers<br />Make it EASY to subscribe and create the subscription area on several pages<br />Tell people what they’re going to get<br />Tips & tricks<br />Coupons<br />Sale notices, etc.<br />Send confirmation email of subscription<br />Opt-in and Double opt-in..I go for single <br />
  25. 25. Blogging<br />What should you talk about?<br />Why bother?<br />Provide useful information to your audience<br />Are you a mechanic? Teach them about warning signs and tips on saving money. <br />Public Relations—keep people informed about what’s happening in your company<br />Communicate news, trends or experiences<br />Become an authority about your business<br />
  26. 26. Don’t write a book: keep posts short and use sub-headings to make it easy to scan info<br />Focus on keywords and search phrases related to your business<br />Blog CMS are easy to set up and manage—like using Word<br />Add on to current web site<br />Software is FREE!<br />Typepad<br />Wordpress (recommended)<br />Moveable Type<br />Blogger<br />
  27. 27. Social Media<br />Just have a conversation…<br />
  28. 28. Social Media<br />Use social media platforms to connect with your customers and drive traffic to your web site<br />Create goals and objectives<br />It’s free but takes time to do correctly<br />Don’t try to push or hard sell—you don’t have to talk about yourself all the time<br />Share ideas with others in your industry<br />Don’t be lame—it’s ok to be fun and real; no cheesy sales pitches<br />
  29. 29. Don’t try to do it all yourself: get co-workers you trust to help out but have a content policy<br />Consider social media advertising—very targeted and similar to PPC on search engines (but a little expensive)<br />Facebook<br />Activity=Effectiveness<br />Examples:<br />Dave’s Pizza<br />Eveleth 4th of July<br />Labovitz School of Business<br />
  30. 30. Developing your Strategy<br />Set Goals & Measurable Objectives<br />What do you want to achieve with your internet marketing?<br />Sales<br />PR<br />Permission marketing<br />How does IM work with your traditional marketing?<br />Know your audience<br />
  31. 31. Choosing your tactics<br />
  32. 32. Resources<br />Books I recommend:<br />Search Engine Marketing, Inc. by Mike Moran & Bill Hunt<br />SEO for Dummies, PPC for Dummies<br />Blogs to Read:<br />SEM<br /><br /><br /><br />Online Marketing Blog (<br />SEM<br />Blogging<br /><br />
  33. 33. Contact Me<br />Kat Gritzmacher<br /><br />218-780-1839<br />Thank you!<br />