Advanced Internet Marketing November 2010
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Advanced Internet Marketing November 2010

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Social media, search engine optimization, pay per click, what should small businesses use to succeed online? Actually these and many other options abound for business success with online marketing.

Social media, search engine optimization, pay per click, what should small businesses use to succeed online? Actually these and many other options abound for business success with online marketing.

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Advanced Internet Marketing November 2010 Advanced Internet Marketing November 2010 Presentation Transcript

  • Advanced Internet Marketing Techniques for Business Kevin Dean, Internet Marketing Consultant WSI Net Advantage (510) 687-9737 www.WSINetAdvantage.com November 2010Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • Maximizing Return on Web Investment Map Competitive Environment Website •Strategies Analytics •Updates •Tools •Services •Quality •Tools •Conversion Style •Flexibility •Access NEWS Traditional SalesSEARCH SOCIAL MEDIA REPUTATION LETTERS Media Team•Local •Blogs •Monitor •Lists •Yellow Pgs •Calls•SEO •News •Contribute? •Clients •Magazines •Demo•PPC •Reviews •Yelp •Segment •Newspaper •Trade•Video •PR •Twitter •Frequency •Community Shows •Forum •Industry •Track •Visibility •Mail Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • To Be Successful, You must Be Found!! Word-of-Mouth Integrated /Networking Marketing (LGP, TMT) Search Engines Links from and Other Lists other Sites (Alliances/Partners)Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • Word Of Mouth Marketing It’s Almost FREE! • Talk about your website to everyone you know • Articles, press releases or advice columns! • Business Cards - ALWAYS • Ads, association memberships, sponsorship, events, banners, magnets • Packaging – bags, boxes, bottles, labels, receipts, invoices, notepads… • “Guerilla Marketing” by Jay Conrad LevinsonBetter Web Results / Kevin Dean © 2010 (510) 687-9737
  • Email Signature File…Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • Newsletter… Monthly / Quarterly Subject Line 1 Latest Trends in Internet Marketing 2 New Tools Make Website Management Easy 3 Choosing the Right Keywords for your Products 4 Why are There So Many Marketing Options? 5 Best Website Improvement ProjectsBetter Web Results / Kevin Dean © 2010 (510) 687-9737
  • Create Web Pages with Offers…• Create web page content from each section of the Special Report• Add to the website and link through to the special report Landing Page Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • Integrate Your Marketing Send a Consistent Message • EMails, post cards and notices • Stationary, Invoices, Receipts • EVERY Business Card! • Labels, Hand-outs, Checks • Graphical Links between members • Does your website resemble your other forms of marketing? Color, language, attitude, flair? • Is your service personal? Have a GOOD picture!Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • Lead Generation Using the Web…Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • Search Engines Play A Huge Role in Marketing December 2008• Search Engines work for the Searchers• Goal: “Provide the best search RESULTS”• Ignoring search engine marketing usually makes a website a waste of time and money Source: comScore aSearch 2.0 Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • Traditional Search Traffic Advertising Local Center Natural Search Directories Largest source of trafficBetter Web Results / Kevin Dean © 2010 (510) 687-9737
  • Starts with the Right Keywords• Broad popularity• Niche opportunities• Localization• Questions• Where in the Buying Cycle• Familiar phrases / slang• Technical versus common words Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • Sources of Ideas• Google External Keyword Tool• Wordtracker – Keyword Tool• Wordtracker Labs• Competitor sites• Call a prospect or clientLet’s go online Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • www.eyetools.comBetter Web Results / Kevin Dean © 2010 (510) 687-9737
  • Pay Per Click• Instant visibility• Uses same keyword tools as natural search• Selective or broad reach• 1 or 1000’s of keywords• Ad testing, Video, network / search• Localize or national• Lots of metrics available• Like a faucet Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • Top factors influencing decisionImportance on a scale of 1 to 7 Better Web Results / Kevin Dean © 2010 (510) 687-9737 Source: Enquiro & Marketingsherpa
  • How soon before the purchase does research begin?Better Web Results / Kevin Dean © 2010 (510) 687-9737 Source: Enquiro & Marketingsherpa
  • Test Different Landing Pages Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • Use Local Search Results!Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • Try Affiliate MarketingBetter Web Results / Kevin Dean © 2010 (510) 687-9737
  • Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • Search Engine OptimizationBetter Web Results / Kevin Dean © 2010 (510) 687-9737
  • Steps to SEO Success … 1 Understand that SEO is important 2 SEO landscape going forward 3 Content Marketing - the perfect blue print 4 The Perfect Page - get your content found 5 Content that creates conversation 6 Reputation Management – Be in lots of places 7 Digital Marketing Plan – putting it all togetherBetter Web Results / Kevin Dean © 2010 (510) 687-9737
  • Sources of Ideas – Your Competition<head><meta http-equiv="Content-Type" content="text/html; charset=iso-8859-1" /><title>Poured in Place Playground Surfacing | USSA</title><meta name="description" content="The Nations number one supplier of Poured in Place Playground Surfacingfor schools, daycares, parks and chidlrens areas. Providing leading Poured in Place Playground Surfacing,technologies, materials, equipment and installation."><meta name="keywords" content="Poured in Place Playground Surfacing, playground surfacing, playground turf,polystar, pour in place surfacing, daycare surfacing, park surfacing, school surfacing"><link href="/web/html/ussa.css" rel="stylesheet" type="text/css" /></head> Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • Understanding SEO Basics1. Make your TEXT readable2. Use words a BUYER uses3. Use a Title4. Use a Description5. Incoming Links6. Use your keyphrases7. Alt-Text, internal links, Headers8. Keyphrase in URL, image titles9. Know your competition Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • Better Web Results / Kevin Dean © 2010 (510) 687-9737 www.eyetools.com
  • Understanding On-Site Factors• Title• Description• H1, H2 Tags• Content• Alternate text• Image titles• Link tools• Link text• Site Maps• Localization Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • Understanding Off-Site Factors• Incoming Links• Directories• No-follow tags• PR sites• .edu, .info• Paid Links? Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • Google SERPs• No longer static websites• Google now shows the following in their search results page: – Images – Videos – Bookmarks – News – Maps Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • Content Marketing…Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • SEO going forward… Keyword research XML Sitemap creation Spam reporting On page competitors Vertical search optimizationMetakeywords DMOZ, Yahoo targeting submissionSearch engine Wikipedia links Embedded widgetssubmission Internal link & badges Press release architecture optimization Rewriting dynamic URLs Viral content Linkbait PageRank sculptingLow HighValue Value Do follow blog comments Paid directory Automated content Link trading link building generation Keyword stuffing IP cloaking Automated blog spam Injected links Parasite hosting Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • What Is Social Media social media is basically a conversation social media hi whats up?Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • SEO & SMO Work Together• Just adding pages and pagesof content as an SEO strategy And I’m SMO.may not cut it anymore Hello. I’m SEO.• Social Media is the new wayto take your SEO strategy tothe next level• Social Media increases thenumber of high quality links &targeted traffic Source: eMarketer data April 23, 2009 Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • Use of Social Media TodayBetter Web Results / Kevin Dean © 2010 (510) 687-9737
  • A step by step approach…• To Social Media Heaven• That is repeatable• That you can use yourself Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • Source: www.seomoz.orgBetter Web Results / Kevin Dean © 2010 (510) 687-9737
  • Content that creates conversation…• Quality & Relevant links• Social bookmarking referrals Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • Credibility & online brand.. Yelp Merchant CircleBetter Web Results / Kevin Dean © 2010 (510) 687-9737
  • Personal Credibility…Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • LinkedIn…Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • Manage Your Reputation Ask Your Clients to Chat About You!Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • YouTube…Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • YouTube…Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • Social Media Optimization… Google picks up many social media sources automaticallyBetter Web Results / Kevin Dean © 2010 (510) 687-9737
  • Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • Twitter tweets…Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • Secret Ingredient…Special Reports-Energy Savings-Cost Savings-Unique Styles-Selection GuidesRemember, thebuying processmight be months oryearsBetter Web Results / Kevin Dean © 2010 (510) 687-9737
  • Article marketing…Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • Online Press release…Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • Customer Contact Model… Themes Your Digital PlanBetter Web Results / Kevin Dean © 2010 (510) 687-9737
  • Metrics – Is it Paying Off?Method Paid Search SEO Social MediaClicks / Visitors 61% 69% 23%Number of Sales 53% 47% 19%Value of Sales 43% 38% 11%Leads 37% 36% 10%Page 22% 34% 9%ImpressionsProfit Margin 21% 29% 9%Branding 19% 14% 8%PositionTelephone 14% 13% 4%Lifetime Value 13% 11% 4%No Tracking 9% 9% 3% Source: data provided to eMarketer 4/23/2009 Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • Maximizing Return on Web Investment Map Competitive Environment Website •Strategies Analytics •Updates •Tools •Services •Quality •Tools •Conversion Style •Flexibility •Access NEWS Traditional SalesSEARCH SOCIAL MEDIA REPUTATION LETTERS Media Team•Local •Blogs •Monitor •Lists •Yellow Pgs •Calls•SEO •News •Contribute? •Clients •Magazines •Demo•PPC •Reviews •Yelp •Segment •Newspaper •Trade•Video •PR •Twitter •Frequency •Community Shows •Forum •Industry •Track •Visibility •Mail Better Web Results / Kevin Dean © 2010 (510) 687-9737
  • IN CONCLUSION•There are many new and exciting Internet Marketingopportunities•All provide challenges, none are truly “free”•Break up the content into various social media bits•Optimize the content•Drive to Landing page•Measure results•Try Different Methods•Get Help
  • Summary & QuestionsBetter Web Results / Kevin Dean © 2010 (510) 687-9737