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Advanced Internet Marketing     Techniques for Business                             Kevin Dean, Internet Marketing Consult...
Maximizing Return on Web Investment Map                                                                 Competitive Enviro...
To Be Successful, You must Be Found!!   Word-of-Mouth                                          Integrated    /Networking  ...
Word Of Mouth Marketing                              It’s Almost FREE!     • Talk about your website to everyone you know ...
Email Signature File…Better Web Results / Kevin Dean © 2010 (510) 687-9737
Newsletter…                                                        Monthly /                                              ...
Create Web Pages with Offers…•   Create web page content    from each section of the    Special Report•   Add to the websi...
Integrate Your Marketing        Send a Consistent Message    •     EMails, post cards and notices    •     Stationary, Inv...
Lead Generation Using the Web…Better Web Results / Kevin Dean © 2010 (510) 687-9737
Search Engines Play A Huge Role in Marketing                                                              December 2008• S...
Traditional Search Traffic                                                           Advertising                          ...
Starts with the Right Keywords•   Broad popularity•   Niche opportunities•   Localization•   Questions•   Where in the Buy...
Sources of Ideas•   Google External Keyword Tool•   Wordtracker – Keyword Tool•   Wordtracker Labs•   Competitor sites•   ...
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’...
Top factors influencing decisionImportance on a scale of 1 to 7             Better Web Results / Kevin Dean © 2010 (510) 6...
How soon before the purchase does research begin?Better Web Results / Kevin Dean © 2010 (510) 687-9737   Source: Enquiro &...
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...
Sources of Ideas – Your Competition<head><meta http-equiv="Content-Type" content="text/html; charset=iso-8859-1" /><title>...
Understanding SEO Basics1.   Make your TEXT readable2.   Use words a BUYER uses3.   Use a Title4.   Use a Description5.   ...
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 ...
Understanding Off-Site Factors•   Incoming Links•   Directories•   No-follow tags•   PR sites•   .edu, .info•   Paid Links...
Google SERPs• No longer static websites• Google now shows the following in their  search results page:  – Images  – Videos...
Content Marketing…Better Web Results / Kevin Dean © 2010 (510) 687-9737
SEO going forward…                                                                               Keyword research         ...
What Is Social Media                 social           media is basically a                        conversation            ...
SEO & SMO Work Together• Just adding pages and pagesof content as an SEO strategy                                         ...
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 / ...
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 / Kevi...
Credibility & online brand..                                         Yelp                               Merchant CircleBet...
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                    ...
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                    ...
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 processmig...
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                                   Yo...
Metrics – Is it Paying Off?Method                       Paid Search                    SEO                     Social Medi...
Maximizing Return on Web Investment Map                                                                 Competitive Enviro...
IN CONCLUSION•There are many new and exciting Internet Marketingopportunities•All provide challenges, none are truly “free...
Summary & QuestionsBetter Web Results / Kevin Dean © 2010 (510) 687-9737
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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.

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Transcript of "Advanced Internet Marketing November 2010"

  1. 1. 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
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. Email Signature File…Better Web Results / Kevin Dean © 2010 (510) 687-9737
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. Lead Generation Using the Web…Better Web Results / Kevin Dean © 2010 (510) 687-9737
  10. 10. 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
  11. 11. Traditional Search Traffic Advertising Local Center Natural Search Directories Largest source of trafficBetter Web Results / Kevin Dean © 2010 (510) 687-9737
  12. 12. 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
  13. 13. 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
  14. 14. Better Web Results / Kevin Dean © 2010 (510) 687-9737
  15. 15. www.eyetools.comBetter Web Results / Kevin Dean © 2010 (510) 687-9737
  16. 16. 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
  17. 17. Top factors influencing decisionImportance on a scale of 1 to 7 Better Web Results / Kevin Dean © 2010 (510) 687-9737 Source: Enquiro & Marketingsherpa
  18. 18. How soon before the purchase does research begin?Better Web Results / Kevin Dean © 2010 (510) 687-9737 Source: Enquiro & Marketingsherpa
  19. 19. Test Different Landing Pages Better Web Results / Kevin Dean © 2010 (510) 687-9737
  20. 20. Use Local Search Results!Better Web Results / Kevin Dean © 2010 (510) 687-9737
  21. 21. Better Web Results / Kevin Dean © 2010 (510) 687-9737
  22. 22. Try Affiliate MarketingBetter Web Results / Kevin Dean © 2010 (510) 687-9737
  23. 23. Better Web Results / Kevin Dean © 2010 (510) 687-9737
  24. 24. Search Engine OptimizationBetter Web Results / Kevin Dean © 2010 (510) 687-9737
  25. 25. 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
  26. 26. 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
  27. 27. 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
  28. 28. Better Web Results / Kevin Dean © 2010 (510) 687-9737 www.eyetools.com
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. Content Marketing…Better Web Results / Kevin Dean © 2010 (510) 687-9737
  33. 33. 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
  34. 34. What Is Social Media social media is basically a conversation social media hi whats up?Better Web Results / Kevin Dean © 2010 (510) 687-9737
  35. 35. 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
  36. 36. Use of Social Media TodayBetter Web Results / Kevin Dean © 2010 (510) 687-9737
  37. 37. 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
  38. 38. Source: www.seomoz.orgBetter Web Results / Kevin Dean © 2010 (510) 687-9737
  39. 39. Content that creates conversation…• Quality & Relevant links• Social bookmarking referrals Better Web Results / Kevin Dean © 2010 (510) 687-9737
  40. 40. Credibility & online brand.. Yelp Merchant CircleBetter Web Results / Kevin Dean © 2010 (510) 687-9737
  41. 41. Personal Credibility…Better Web Results / Kevin Dean © 2010 (510) 687-9737
  42. 42. LinkedIn…Better Web Results / Kevin Dean © 2010 (510) 687-9737
  43. 43. Manage Your Reputation Ask Your Clients to Chat About You!Better Web Results / Kevin Dean © 2010 (510) 687-9737
  44. 44. Better Web Results / Kevin Dean © 2010 (510) 687-9737
  45. 45. YouTube…Better Web Results / Kevin Dean © 2010 (510) 687-9737
  46. 46. YouTube…Better Web Results / Kevin Dean © 2010 (510) 687-9737
  47. 47. Social Media Optimization… Google picks up many social media sources automaticallyBetter Web Results / Kevin Dean © 2010 (510) 687-9737
  48. 48. Better Web Results / Kevin Dean © 2010 (510) 687-9737
  49. 49. Twitter tweets…Better Web Results / Kevin Dean © 2010 (510) 687-9737
  50. 50. Better Web Results / Kevin Dean © 2010 (510) 687-9737
  51. 51. Better Web Results / Kevin Dean © 2010 (510) 687-9737
  52. 52. Better Web Results / Kevin Dean © 2010 (510) 687-9737
  53. 53. 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
  54. 54. Article marketing…Better Web Results / Kevin Dean © 2010 (510) 687-9737
  55. 55. Online Press release…Better Web Results / Kevin Dean © 2010 (510) 687-9737
  56. 56. Customer Contact Model… Themes Your Digital PlanBetter Web Results / Kevin Dean © 2010 (510) 687-9737
  57. 57. 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
  58. 58. 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
  59. 59. 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
  60. 60. Summary & QuestionsBetter Web Results / Kevin Dean © 2010 (510) 687-9737
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