2009 Raleigh Construction ExpoInternet Marketing<br />
The Company<br />Charlotte<br />Based Team<br />
Internet Marketing<br />Effective Internet marketing requires a comprehensive strategy that synergizes a given company&apo...
Internet Marketing<br />
What is Internet Marketing<br />Terminology<br /><ul><li>  SEO – Search Engine Optimization
  SEM – Search Engine Marketing
  PPC – Pay Per Click
  PPL – Pay Per Lead</li></li></ul><li>What is Internet Marketing<br />Terminology<br /><ul><li>  Spider or Robot
  Source Code – HTML, PHP, JAVA, ASP
  Meta Tags
  Natural / Organic Results
  Black Hat SEO</li></li></ul><li>The Trend<br />Is Internet Marketing right for me?<br /><ul><li>  Fastest growing of all...
  2008 Online spending = approximately $105B
  TV / Radio / Movies = $98.5B
  Online Marketing surpasses TV / radio & movies for the first time
 Annual ad spending report by Outsell, Inc.
 Over 1000 advertisers surveyed</li></li></ul><li>The Trend<br />Billboards:<br />$700 / $2500 per month<br /><ul><li> How...
How many people looked at the sign?
How many people logged the number?
How many leads did it produce?</li></li></ul><li>The Trend<br />
The Trend<br />Magazine:<br />Full Page = $3,400<br />Half Page = $2,000<br /><ul><li> How many people picked it up?
How many people saw your page?
How many people noticed your ad?
How many people logged the number?
How many leads did it produce?</li></li></ul><li>The Trend<br />
The Trend<br />Direct Mailing:<br />$700 - $1,200 Per Month<br /><ul><li> How many people received it?
How many people throw away?
How many people noticed your ad?
 How many leads did it produce?</li></li></ul><li>The Trend<br />
The Trend<br />
The Trend<br />
The Trend<br />Internet Marketing:<br />$ - Similar Budget<br /><ul><li> You know how much traffic
 You know how many leads
 You can calculate ROI</li></li></ul><li>Components<br />Internet Marketing Strategy<br />One cohesive offering<br />with ...
Site Design<br />
Site Design<br />Conversion is…..<br />When a general site VISITOR becomes a LEAD or a SALE<br />“All online marketing eff...
Site Design<br />Is your site aesthetically pleasing?<br />The look and feel must represent your business and convey extre...
  Visitors decide within the first 7 seconds
  Visitors are less patient than ever</li></li></ul><li>Site Design<br />Good Navigation Enhances the Experience<br /><ul>...
 3 Click Rule
 Breadcrumb
 Keep Homepage Clean</li></li></ul><li>Site Design<br />User Driven Navigation:<br />Give the visitor a direction based up...
Site Design<br />Breadcrumb:<br />Subpages throughout the site should offer the visitor a view of the path by which they a...
Site Design<br />Clean Homepage:<br />Good design can take the place of ranking and positioning for leads…. <br />#1<br />...
Site Design<br />This is the top ranked site for this search:<br />
Site Design<br />With a homepage that visitors run away from:<br />
Site Design<br />Here is the number 2 rank for the same search:<br />
Site Design<br />With a homepage that promotes strong conversion:<br />
Site Design<br />This website ranked at position 2-5 will create more leads<br />than the #1 ranked site simply by virtue ...
Landing Pages<br />“Developed specifically to capture the target user and offer an immediate conversion”<br />
Call To Action<br />Page content grabs attention and makes the<br />visitor say “yes, that is what I want”<br />Multiple “...
Reports<br />Reports & Analysis<br />Allows you to analyze performance of the site such as:<br /><ul><li>  Visitor Trends
 Most Popular Pages
 Geographic Visitors
 Top Search Engines
 Visitor Paths</li></li></ul><li>PPC Mgmt.<br />
The Layout<br />PPC<br />LOCAL<br />PPC<br />NATURAL | ORGANIC<br />
PPC  vs.  SEO<br />Paid Advertising or SEO:<br />Which is best for my business?<br />
PPC  |  Adwords<br />Impression:<br /><ul><li> How often your ad appears
What rank or “placement” does it have</li></li></ul><li>PPC  |  Adwords<br />“Most businesses make the mistake of simply g...
PPC  |  Adwords<br />CTR  -  Click Through Rate measures number of clicks  against number of impressions.<br />CPC  -  Cos...
Keyword Variables<br />Prior to Proper Mgmt.<br />Search Phrases Targeted<br />Plastic Surgery 		<br />Face Lift 	<br />Tu...
Keyword Variables<br />Search PhraseVolume<br />Plastic Surgery Charlotte………………....		<br />Plastic Surgery Charlotte ……………...
Keyword Variables<br />Search PhraseVolume<br />Plastic Surgery NC………………………		<br />Face NC……………….............................
PPC  |  Adwords<br />Conversion is…..<br />When a general site VISITOR becomes a LEAD or a SALE<br />“All online marketing...
PPC  |  Adwords<br />PPC Management has one goal…..<br />Lower Cost Per Conversion<br />Increase Number of Conversions<br />
SEO Mgmt.<br />
Rank Importance<br />Competition for the search term<br />77% of users start<br />clicking on these sites<br />
Rank Importance<br />Top 3-5 Natural results almost insures a visitor to your site<br />
Rank Importance<br />Percentage of users that only select on Page 1 is on the rise!<br />%<br />%<br />%<br />%<br />%<br ...
Rank Importance<br />49%<br />Of users will abandon the search and change the search term if they don’t find relevant resu...
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Raleigh Internet Marketing Seminar

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Presentation on Internet Marketing given to the 2009 Construction Expo at the Raleigh Convention Center

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Raleigh Internet Marketing Seminar

  1. 1. 2009 Raleigh Construction ExpoInternet Marketing<br />
  2. 2. The Company<br />Charlotte<br />Based Team<br />
  3. 3. Internet Marketing<br />Effective Internet marketing requires a comprehensive strategy that synergizes a given company&apos;s business model and sales goals with its website function and appearance, focusing on its target market through proper choice of advertising type, media, and design.<br />
  4. 4. Internet Marketing<br />
  5. 5. What is Internet Marketing<br />Terminology<br /><ul><li> SEO – Search Engine Optimization
  6. 6. SEM – Search Engine Marketing
  7. 7. PPC – Pay Per Click
  8. 8. PPL – Pay Per Lead</li></li></ul><li>What is Internet Marketing<br />Terminology<br /><ul><li> Spider or Robot
  9. 9. Source Code – HTML, PHP, JAVA, ASP
  10. 10. Meta Tags
  11. 11. Natural / Organic Results
  12. 12. Black Hat SEO</li></li></ul><li>The Trend<br />Is Internet Marketing right for me?<br /><ul><li> Fastest growing of all ad types
  13. 13. 2008 Online spending = approximately $105B
  14. 14. TV / Radio / Movies = $98.5B
  15. 15. Online Marketing surpasses TV / radio & movies for the first time
  16. 16. Annual ad spending report by Outsell, Inc.
  17. 17. Over 1000 advertisers surveyed</li></li></ul><li>The Trend<br />Billboards:<br />$700 / $2500 per month<br /><ul><li> How many people drove by?
  18. 18. How many people looked at the sign?
  19. 19. How many people logged the number?
  20. 20. How many leads did it produce?</li></li></ul><li>The Trend<br />
  21. 21. The Trend<br />Magazine:<br />Full Page = $3,400<br />Half Page = $2,000<br /><ul><li> How many people picked it up?
  22. 22. How many people saw your page?
  23. 23. How many people noticed your ad?
  24. 24. How many people logged the number?
  25. 25. How many leads did it produce?</li></li></ul><li>The Trend<br />
  26. 26. The Trend<br />Direct Mailing:<br />$700 - $1,200 Per Month<br /><ul><li> How many people received it?
  27. 27. How many people throw away?
  28. 28. How many people noticed your ad?
  29. 29. How many leads did it produce?</li></li></ul><li>The Trend<br />
  30. 30. The Trend<br />
  31. 31. The Trend<br />
  32. 32. The Trend<br />Internet Marketing:<br />$ - Similar Budget<br /><ul><li> You know how much traffic
  33. 33. You know how many leads
  34. 34. You can calculate ROI</li></li></ul><li>Components<br />Internet Marketing Strategy<br />One cohesive offering<br />with stronger results <br />
  35. 35. Site Design<br />
  36. 36. Site Design<br />Conversion is…..<br />When a general site VISITOR becomes a LEAD or a SALE<br />“All online marketing efforts are 100% pointless without realizing conversion. The lead or the sale is the ultimate goal….”<br />
  37. 37. Site Design<br />Is your site aesthetically pleasing?<br />The look and feel must represent your business and convey extreme professionalism. <br /><ul><li> Visitors are judging you on this alone
  38. 38. Visitors decide within the first 7 seconds
  39. 39. Visitors are less patient than ever</li></li></ul><li>Site Design<br />Good Navigation Enhances the Experience<br /><ul><li> User Driven Navigation
  40. 40. 3 Click Rule
  41. 41. Breadcrumb
  42. 42. Keep Homepage Clean</li></li></ul><li>Site Design<br />User Driven Navigation:<br />Give the visitor a direction based upon who they are or what they are there to find. Do NOT make the visitor dig through content that doesn’t apply to their needs.<br />
  43. 43. Site Design<br />Breadcrumb:<br />Subpages throughout the site should offer the visitor a view of the path by which they arrived. This allows for quick, efficient navigation through the site<br />
  44. 44. Site Design<br />Clean Homepage:<br />Good design can take the place of ranking and positioning for leads…. <br />#1<br />#1 spot does NOT guarantee leads!!<br />
  45. 45. Site Design<br />This is the top ranked site for this search:<br />
  46. 46. Site Design<br />With a homepage that visitors run away from:<br />
  47. 47. Site Design<br />Here is the number 2 rank for the same search:<br />
  48. 48. Site Design<br />With a homepage that promotes strong conversion:<br />
  49. 49. Site Design<br />This website ranked at position 2-5 will create more leads<br />than the #1 ranked site simply by virtue of design<br />The #1 rank is worth NOTHING if it doesn&apos;t convert the<br />visitors into leads<br />
  50. 50. Landing Pages<br />“Developed specifically to capture the target user and offer an immediate conversion”<br />
  51. 51. Call To Action<br />Page content grabs attention and makes the<br />visitor say “yes, that is what I want”<br />Multiple “calls to action” allow visitor to<br />convert immediately into a lead<br />
  52. 52. Reports<br />Reports & Analysis<br />Allows you to analyze performance of the site such as:<br /><ul><li> Visitor Trends
  53. 53. Most Popular Pages
  54. 54. Geographic Visitors
  55. 55. Top Search Engines
  56. 56. Visitor Paths</li></li></ul><li>PPC Mgmt.<br />
  57. 57. The Layout<br />PPC<br />LOCAL<br />PPC<br />NATURAL | ORGANIC<br />
  58. 58. PPC vs. SEO<br />Paid Advertising or SEO:<br />Which is best for my business?<br />
  59. 59. PPC | Adwords<br />Impression:<br /><ul><li> How often your ad appears
  60. 60. What rank or “placement” does it have</li></li></ul><li>PPC | Adwords<br />“Most businesses make the mistake of simply giving Google a budget with their terms and sit back hoping for the best”<br />“Like any other form of marketing, this needs to be properly managed to maintain the best ROI”<br />
  61. 61. PPC | Adwords<br />CTR - Click Through Rate measures number of clicks against number of impressions.<br />CPC - Cost Per Click measures the overall cost of bringing a visitor in.<br />Keyword Variables:<br />Are you using the most effective terms and/or variations of the term<br />
  62. 62. Keyword Variables<br />Prior to Proper Mgmt.<br />Search Phrases Targeted<br />Plastic Surgery <br />Face Lift <br />Tummy Tuck<br />Breast Augmentation <br />Liposuction<br />Skin Care<br />Cosmetic Surgery <br />69 others……. <br />
  63. 63. Keyword Variables<br />Search PhraseVolume<br />Plastic Surgery Charlotte……………….... <br />Plastic Surgery Charlotte ………………... Face Lift Charlotte…………………….…... <br />Tummy Tuck Charlotte……………............ <br />Breast Augmentation Charlotte…………. <br />Liposuction Charlotte…………………….. <br />Skin Care Charlotte………………………. <br />Cosmetic Surgery Charlotte………. ……. <br />3612<br />1300<br /> 93<br /> 140<br /> 396<br /> 320<br /> 487<br /> 880<br />Over 7200 people searched for their services last month<br />in “Charlotte” alone.<br />
  64. 64. Keyword Variables<br />Search PhraseVolume<br />Plastic Surgery NC……………………… <br />Face NC………………........................... Face Lift NC……..………………………. <br />Tummy Tuck NC…………….................. <br />Breast Augmentation NC……………….. <br />Liposuction NC…………………………... <br />Skin Care NC…………………………….. <br />Cosmetic Surgery NC………….………... <br />5460<br />1320<br /> 480<br /> 720<br /> 970<br />1100<br />1300<br />1280<br />Over 12,000 people searched for their services last month<br />in “NC” alone.<br />
  65. 65. PPC | Adwords<br />Conversion is…..<br />When a general site VISITOR becomes a LEAD or a SALE<br />“All online marketing efforts are 100% pointless without realizing conversion. The lead or the sale is the ultimate goal….”<br />
  66. 66. PPC | Adwords<br />PPC Management has one goal…..<br />Lower Cost Per Conversion<br />Increase Number of Conversions<br />
  67. 67. SEO Mgmt.<br />
  68. 68. Rank Importance<br />Competition for the search term<br />77% of users start<br />clicking on these sites<br />
  69. 69. Rank Importance<br />Top 3-5 Natural results almost insures a visitor to your site<br />
  70. 70. Rank Importance<br />Percentage of users that only select on Page 1 is on the rise!<br />%<br />%<br />%<br />%<br />%<br />%<br />%<br />Source: Jupiter Research – 11/08<br />
  71. 71. Rank Importance<br />49%<br />Of users will abandon the search and change the search term if they don’t find relevant results on page #1<br />Source: Jupiter Research – 11/08<br />
  72. 72. Rank Importance<br />39%<br />Of users believe that the companies that come up highest in rankings are leaders within their field or industry<br />Source: Jupiter Research – 11/08<br />
  73. 73. Lead Generation<br />“Network Support Charlotte”<br />#1<br />
  74. 74. Lead Generation<br />“Charlotte Web Design”<br />#1<br />
  75. 75. Lead Generation<br />“IT Outsourcing” (National)<br />#4<br />
  76. 76. Lead Generation<br />“Website Design” (National)<br />#5<br />
  77. 77. How It Works<br />Scrubs your site to read and index data<br />
  78. 78. How It Works<br />Sends & stores data in multiple locations (datacenters)<br />
  79. 79. How It Works<br />Search engine algorithm is being run throughout the servers & datacenters. <br />Different centers & servers will run different versions.<br />
  80. 80. How It Works<br />
  81. 81. How It Works<br />Search Engines will take into account hundreds of factors within their algorithm.<br />These factors are ever-changing as to not be discovered for the purpose of result manipulation.<br />Successful SEO Firms will have the ability to stay on the cutting edge of what changes are being made to the current algorithm…….<br />
  82. 82. How It Works<br />
  83. 83. Do-It-Yourself?<br />
  84. 84. Do-It-Yourself?<br />Google will ban your site completely!<br />“As Google changes it’s algorithm, it will deem previous SEO tactics as Black Hat Tactics and upon catching this, will ban your website”<br />
  85. 85. Keyword Density<br />Analyze the frequency and usage of<br />keywords or phrases based on relevance<br />
  86. 86. Site Score<br />One of the many things that plays a role is the page count<br />
  87. 87. Case Study<br />Challenge:Website was built completely using “flash”. Site did not rank for any of the search terms within the top 10 pages of results.<br />Solution:Developed a high-level offsite campaign that incorporated the use of link building, online PR, landing page development, blogs and forums and social media.<br />Keywords<br />Top 10<br />Top 20<br />Unique Visits<br />
  88. 88. Social Media & Brand Mgmt.<br />
  89. 89. Social Media<br />Social media is the use of interconnected technology combined with social interaction to create value.<br />Components of Social Media:<br /><ul><li> Internet Forums
  90. 90. Weblogs
  91. 91. Wikis
  92. 92. Social Networks
  93. 93. Podcasts
  94. 94. Social Bookmarking
  95. 95. much more…..</li></li></ul><li>Social Media<br />The most popular form of Social Media currently is the<br />social networking component.<br />
  96. 96. Social Media<br />Needs to be setup in a certain way to produce desired results<br />
  97. 97. Social Media<br />DIRECTORIES<br />PRESS RELEASES<br />NEWS FEEDS<br />ARTICLE SUBMISSIONS<br />VIRAL VIDEO<br />BLOGGING<br />PAID REVIEWS<br />FORUMS<br />LINK BAITNG<br />
  98. 98. Summary<br /><ul><li>Take control of your online exposure.
  99. 99. Highlight your core strengths and build a buzz through online communities
  100. 100. Stay focused on keyword performance. Study reports.
  101. 101. Make changes to keywords that under-perform
  102. 102. Watch your spending
  103. 103. Perform “basics” to provide a foundation for more advanced techniques
  104. 104. Constantly add “relevant” content. Content is King!
  105. 105. Keep it clean and easy to navigate.
  106. 106. Focus on a seamless flow for visitors to become leads.
  107. 107. Create strong “call to action”</li></li></ul><li>Thank You<br />Ken Widger<br />Scott Levy<br />Web Full Circle<br />Charlotte, NC<br />980.322.0518 | 704.222.8315<br />ken.widger@webfullcircle.com<br />

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