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Raleigh Internet Marketing Seminar
 

Raleigh Internet Marketing Seminar

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

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

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    Raleigh Internet Marketing Seminar Raleigh Internet Marketing Seminar Presentation Transcript

    • 2009 Raleigh Construction ExpoInternet Marketing
    • The Company
      Charlotte
      Based Team
    • Internet Marketing
      Effective Internet marketing requires a comprehensive strategy that synergizes a given company'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.
    • Internet Marketing
    • What is Internet Marketing
      Terminology
      • SEO – Search Engine Optimization
      • SEM – Search Engine Marketing
      • PPC – Pay Per Click
      • PPL – Pay Per Lead
    • What is Internet Marketing
      Terminology
      • Spider or Robot
      • Source Code – HTML, PHP, JAVA, ASP
      • Meta Tags
      • Natural / Organic Results
      • Black Hat SEO
    • The Trend
      Is Internet Marketing right for me?
      • Fastest growing of all ad types
      • 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
    • The Trend
      Billboards:
      $700 / $2500 per month
      • How many people drove by?
      • How many people looked at the sign?
      • How many people logged the number?
      • How many leads did it produce?
    • The Trend
    • The Trend
      Magazine:
      Full Page = $3,400
      Half Page = $2,000
      • 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?
    • The Trend
    • The Trend
      Direct Mailing:
      $700 - $1,200 Per Month
      • How many people received it?
      • How many people throw away?
      • How many people noticed your ad?
      • How many leads did it produce?
    • The Trend
    • The Trend
    • The Trend
    • The Trend
      Internet Marketing:
      $ - Similar Budget
      • You know how much traffic
      • You know how many leads
      • You can calculate ROI
    • Components
      Internet Marketing Strategy
      One cohesive offering
      with stronger results
    • Site Design
    • Site Design
      Conversion is…..
      When a general site VISITOR becomes a LEAD or a SALE
      “All online marketing efforts are 100% pointless without realizing conversion. The lead or the sale is the ultimate goal….”
    • Site Design
      Is your site aesthetically pleasing?
      The look and feel must represent your business and convey extreme professionalism.
      • Visitors are judging you on this alone
      • Visitors decide within the first 7 seconds
      • Visitors are less patient than ever
    • Site Design
      Good Navigation Enhances the Experience
      • User Driven Navigation
      • 3 Click Rule
      • Breadcrumb
      • Keep Homepage Clean
    • Site Design
      User Driven Navigation:
      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.
    • Site Design
      Breadcrumb:
      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
    • Site Design
      Clean Homepage:
      Good design can take the place of ranking and positioning for leads….
      #1
      #1 spot does NOT guarantee leads!!
    • Site Design
      This is the top ranked site for this search:
    • Site Design
      With a homepage that visitors run away from:
    • Site Design
      Here is the number 2 rank for the same search:
    • Site Design
      With a homepage that promotes strong conversion:
    • Site Design
      This website ranked at position 2-5 will create more leads
      than the #1 ranked site simply by virtue of design
      The #1 rank is worth NOTHING if it doesn't convert the
      visitors into leads
    • Landing Pages
      “Developed specifically to capture the target user and offer an immediate conversion”
    • Call To Action
      Page content grabs attention and makes the
      visitor say “yes, that is what I want”
      Multiple “calls to action” allow visitor to
      convert immediately into a lead
    • Reports
      Reports & Analysis
      Allows you to analyze performance of the site such as:
      • Visitor Trends
      • Most Popular Pages
      • Geographic Visitors
      • Top Search Engines
      • Visitor Paths
    • PPC Mgmt.
    • The Layout
      PPC
      LOCAL
      PPC
      NATURAL | ORGANIC
    • PPC vs. SEO
      Paid Advertising or SEO:
      Which is best for my business?
    • PPC | Adwords
      Impression:
      • How often your ad appears
      • What rank or “placement” does it have
    • PPC | Adwords
      “Most businesses make the mistake of simply giving Google a budget with their terms and sit back hoping for the best”
      “Like any other form of marketing, this needs to be properly managed to maintain the best ROI”
    • PPC | Adwords
      CTR - Click Through Rate measures number of clicks against number of impressions.
      CPC - Cost Per Click measures the overall cost of bringing a visitor in.
      Keyword Variables:
      Are you using the most effective terms and/or variations of the term
    • Keyword Variables
      Prior to Proper Mgmt.
      Search Phrases Targeted
      Plastic Surgery
      Face Lift
      Tummy Tuck
      Breast Augmentation
      Liposuction
      Skin Care
      Cosmetic Surgery
      69 others…….
    • Keyword Variables
      Search PhraseVolume
      Plastic Surgery Charlotte………………....
      Plastic Surgery Charlotte ………………... Face Lift Charlotte…………………….…...
      Tummy Tuck Charlotte……………............
      Breast Augmentation Charlotte………….
      Liposuction Charlotte……………………..
      Skin Care Charlotte……………………….
      Cosmetic Surgery Charlotte………. …….
      3612
      1300
      93
      140
      396
      320
      487
      880
      Over 7200 people searched for their services last month
      in “Charlotte” alone.
    • Keyword Variables
      Search PhraseVolume
      Plastic Surgery NC………………………
      Face NC………………........................... Face Lift NC……..……………………….
      Tummy Tuck NC……………..................
      Breast Augmentation NC………………..
      Liposuction NC…………………………...
      Skin Care NC……………………………..
      Cosmetic Surgery NC………….………...
      5460
      1320
      480
      720
      970
      1100
      1300
      1280
      Over 12,000 people searched for their services last month
      in “NC” alone.
    • PPC | Adwords
      Conversion is…..
      When a general site VISITOR becomes a LEAD or a SALE
      “All online marketing efforts are 100% pointless without realizing conversion. The lead or the sale is the ultimate goal….”
    • PPC | Adwords
      PPC Management has one goal…..
      Lower Cost Per Conversion
      Increase Number of Conversions
    • SEO Mgmt.
    • Rank Importance
      Competition for the search term
      77% of users start
      clicking on these sites
    • Rank Importance
      Top 3-5 Natural results almost insures a visitor to your site
    • Rank Importance
      Percentage of users that only select on Page 1 is on the rise!
      %
      %
      %
      %
      %
      %
      %
      Source: Jupiter Research – 11/08
    • Rank Importance
      49%
      Of users will abandon the search and change the search term if they don’t find relevant results on page #1
      Source: Jupiter Research – 11/08
    • Rank Importance
      39%
      Of users believe that the companies that come up highest in rankings are leaders within their field or industry
      Source: Jupiter Research – 11/08
    • Lead Generation
      “Network Support Charlotte”
      #1
    • Lead Generation
      “Charlotte Web Design”
      #1
    • Lead Generation
      “IT Outsourcing” (National)
      #4
    • Lead Generation
      “Website Design” (National)
      #5
    • How It Works
      Scrubs your site to read and index data
    • How It Works
      Sends & stores data in multiple locations (datacenters)
    • How It Works
      Search engine algorithm is being run throughout the servers & datacenters.
      Different centers & servers will run different versions.
    • How It Works
    • How It Works
      Search Engines will take into account hundreds of factors within their algorithm.
      These factors are ever-changing as to not be discovered for the purpose of result manipulation.
      Successful SEO Firms will have the ability to stay on the cutting edge of what changes are being made to the current algorithm…….
    • How It Works
    • Do-It-Yourself?
    • Do-It-Yourself?
      Google will ban your site completely!
      “As Google changes it’s algorithm, it will deem previous SEO tactics as Black Hat Tactics and upon catching this, will ban your website”
    • Keyword Density
      Analyze the frequency and usage of
      keywords or phrases based on relevance
    • Site Score
      One of the many things that plays a role is the page count
    • Case Study
      Challenge:Website was built completely using “flash”. Site did not rank for any of the search terms within the top 10 pages of results.
      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.
      Keywords
      Top 10
      Top 20
      Unique Visits
    • Social Media & Brand Mgmt.
    • Social Media
      Social media is the use of interconnected technology combined with social interaction to create value.
      Components of Social Media:
      • Internet Forums
      • Weblogs
      • Wikis
      • Social Networks
      • Podcasts
      • Social Bookmarking
      • much more…..
    • Social Media
      The most popular form of Social Media currently is the
      social networking component.
    • Social Media
      Needs to be setup in a certain way to produce desired results
    • Social Media
      DIRECTORIES
      PRESS RELEASES
      NEWS FEEDS
      ARTICLE SUBMISSIONS
      VIRAL VIDEO
      BLOGGING
      PAID REVIEWS
      FORUMS
      LINK BAITNG
    • Summary
      • Take control of your online exposure.
      • Highlight your core strengths and build a buzz through online communities
      • Stay focused on keyword performance. Study reports.
      • Make changes to keywords that under-perform
      • Watch your spending
      • Perform “basics” to provide a foundation for more advanced techniques
      • Constantly add “relevant” content. Content is King!
      • Keep it clean and easy to navigate.
      • Focus on a seamless flow for visitors to become leads.
      • Create strong “call to action”
    • Thank You
      Ken Widger
      Scott Levy
      Web Full Circle
      Charlotte, NC
      980.322.0518 | 704.222.8315
      ken.widger@webfullcircle.com