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Internet Marketing Academy Melbourne
 

Internet Marketing Academy Melbourne

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InternetMarketingAcademy.com.au Presentation 19/06/2008 - Melbourne.

InternetMarketingAcademy.com.au Presentation 19/06/2008 - Melbourne.
Internet Marketing for business people.

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    Internet Marketing Academy Melbourne Internet Marketing Academy Melbourne Presentation Transcript

    • IMA Internet Marketing Academy De-mystifying Internet Marketing for business people.
    • Introduction The Next Four Hours Internet Marketing Solutions to fit Business Goals • Web sites • Advertising online • Social Media • Underutilised Online Strategies
    • www.theonlinecircle.com
    • The Presenters
    • About Your Presenters. The Presenters
    • About Your Presenters.
    • About Your Presenters.
    • About Your Presenters.
    • About Your Presenters.
    • Why the Internet? Measurable Measurable
    • Immediacy
    • Reach
    • Why the Internet?
    • SEO – What is Search Engine Optimisation? IMA 1 20min Internet Marketing Academy De-mystifying Internet Marketing for business people.
    • SEO – What is Search Engine Optimisation? Working with Search Engines IMA How they work?
    • SEO – What is Search Engine Optimisation? Working with Search Engines Crawling the Web Indexing Documents Processing Queries Ranking Results Remember – Search Engines index, process and present pages not sites.
    • SEO – What is Search Engine Optimisation? Working with Search Engines Store
    • SEO – What is Search Engine Optimisation? The Online Circle’s 4C’s of SEO Credibility Competition Clarity Currency
    • SEO – What is Search Engine Optimisation? Onsite SEO and Offsite SEO
    • SEO – What is Search Engine Optimisation? Onsite SEO Basic Onsite SEO Factors • Contextual Keywords • Title Tag ( with Keyword) • Meta Description ( Consistent with Title Tag) • URL’s • Keyword Density in body text • H1/h2/h3 Tags ( with Keyword) • Graphic Alt Text ( with Keyword) • Keyword Hyperlinks (anchor Texts)
    • Keywords Research: Buying Cycle Google categorises pages in 3 levels and so should you. Navigational Kevin Costner Informational Kevin Costner Biography Transactional Kevin Costner DVD
    • Keywords Research: Customer Vernacular
    • Keywords Research: Opportunities •Long Tail •Competition •Future Trends
    • SEO – What is Search Engine Optimisation? Onsite SEO Title Tags
    • SEO – What is Search Engine Optimisation? Onsite SEO Title Tags Good practice Short unique and good sales pitch (70 characters - around 8 words) • Accurately describe the page's content • Avoid using default or vague titles like "Untitled” • Avoid keyword stuffing • Create unique title tags for every page on your site • Avoid using a single title tag across all of your site's pages or a large group of pages
    • SEO – What is Search Engine Optimisation? Onsite SEO Description Tags
    • SEO – What is Search Engine Optimisation? Onsite SEO Description Tags Good practice Short unique and good sales argument (Google allows around 160 characters) • Accurately describe the page's content • For humans and for search engines • Connected to the Title • Use unique descriptions for each page
    • SEO – What is Search Engine Optimisation? Onsite SEO URL’s
    • SEO – What is Search Engine Optimisation? Onsite SEO URL’s
    • SEO – What is Search Engine Optimisation? Onsite SEO URL’s Good practice • Words rather than numbers. • Provide one version of a URL to reach a document redirect www or non-www (canonical) to concentrate all reputation 301 Redirections
    • SEO – What is Search Engine Optimisation? Onsite SEO Canonical Redirection These URLs are all different: • www.example.com • example.com • www.example.com/ http://example.com/ • example.com/ 301 • www.example.com/index.html or • example.com/index.html http://www.example.com/ • www.example.com/Home.aspx • example.com/Home.aspx
    • SEO – What is Search Engine Optimisation? Onsite SEO Canonical Redirection - What do I do? 1) Don’t Panic 2) Get your 301 in place 3) It’s an easy thing to do but it’s technical
    • SEO – What is Search Engine Optimisation? Onsite SEO Sitemaps
    • SEO – What is Search Engine Optimisation? Onsite SEO Robots
    • SEO – What is Search Engine Optimisation? Onsite SEO 404 pages Examples
    • SEO – What is Search Engine Optimisation? Onsite SEO Quality Content Good practice • Offer exclusive content. • Create content primarily for your users, not search engines • Create fresh, unique content Don’t Do • Duplicate Content. • Stuffing • Cloaking • Having blocks of text like "frequent misspellings used to reach this page" that add little value for users
    • SEO – What is Search Engine Optimisation? Onsite SEO Anchor Text / Anchor Links
    • SEO – What is Search Engine Optimisation? Onsite SEO Anchor Text / Anchor Links Good practice • Descriptive text • Think about anchor text for internal links too Read all about Internet Marketing. Instead of Read all about Internet Marketing Academy here.
    • SEO – What is Search Engine Optimisation? Offsite SEO Basic Offsite SEO Factors • Competition Analysis – CI • Link Building
    • SEO – What is Search Engine Optimisation? Offsite SEO Link Building The Good The Bad The Ugly
    • SEO – What is Search Engine Optimisation? Offsite SEO Building Links Strategies • Blogging about new content or services • Social Media • Online PR • Promotions • Add your business to the local council or association • Add your business to Google Maps / Google Local / Google Base • Exchange IDEAS (not links) with your peers
    • SEO – What is Search Engine Optimisation? Management of efforts ROI on SEO – Management of Efforts 1. Establish Your Benchmark Positioning (ranking) 1. Measure from time to time 2. Pages indexed 3. Monthly traffic stats 4. Unique vs. Returning 5. Referring Keywords (split – Brand / non-brand) 6. Establishing a larger number of touch points 7. Conversion rate (sign up / sales / subscriptions)
    • Future of SEO Search Engines more interactive
    • SEO – What is Search Engine Optimisation? Remember • 4 C’s Optimisation • SEO is not free (but it can deliver a high ROI) • SEO is a tactic but it requires a strategy • SEO is an asset - building it takes time • SEO changes constantly (keep updated) • No one can guarantee a #1 ranking on Google.
    • Websites – Site Structure and Content IMA 2 25 min Internet Marketing Academy De-mystifying Internet Marketing for business people.
    • Websites – Site Structure and Content Beautiful site? Functional site?
    • Professional Design Checklist: • Accessibility 1 • Identity • Navigation • Content
    • Website Optimiser
    • Website Optimizer
    • Websites – Site Structure and Content – Using analytics to improve your site
    • Websites – Site Structure and Content – Professional Design
    • Websites – Site Structure and Content – Using analytics to improve your site
    • Websites – Site Structure and Content – Using analytics to improve your site
    • Websites – Site Structure and Content – Landing Page
    • Websites – Site Structure and Content – Landing Page
    • Site Structure and Content – Videos and other tools Product listing Yahoo Tools Live tools Profile Hub Images Images Maps and local Business
    • Websites – Advertising Online IMA 3 30 min Internet Marketing Academy De-mystifying Internet Marketing for business people.
    • Websites – Advertising Online – Banner ads Media Plan - Objectives - Target Market - Where do they hang out?
    • Banner Ads and CPM
    • Websites – Advertising Online – PPC advertising Pay per click (PPC or CPC) PPC PPC SEO
    • Websites – Advertising Online – PPC advertising Pay per click Advertising Steps: 1) Decide Goals 2) Decide Targets – Location, age, gender 3) Create Ads based on goals and target 4) Choose Keywords that will trigger your ads 5) Narrow by match types – Broad match | “Exact Match” | [exact term] 6) Decide on negative keywords 7) Daily budget 8) $ Click amount 9) Review
    • Websites – Advertising Online – PPC advertising Pay per click Advertising Tips to boost : 1. Be careful with Broad Match 2. Be smart with your negative 3. Test different ads 4. Build separate campaigns for search and for contextual 5. Build a specific landing page 6. Build a relationship – free is the new currency
    • Websites – Advertising Online – Landing Pages CPA-Affiliate Performance based online advertising
    • Websites – Advertising Online – Landing Pages Landing Pages
    • Social Media IMA 4 45 min Internet Marketing Academy De-mystifying Internet Marketing for business people.
    • Social Media - Buzzzzzzz What’s Social Media and buzz?
    • “Social media is like teen sex. Everyone wants to Media and buzz? What’s Social do it. Nobody knows how. When it’s finally done there is surprise it’s not better.” Avinash Kaushik - Analytics Evangelist, Google
    • Social Media - Buzzzzzzz What’s Social Media and buzz?
    • Social Media – What to do? What is my investment? What is my need? or or
    • Social Media – What to do? What is my investment? What is my need? Decision Making Facebook Myspace How many people 4.6m 1.9m How long /month 3 hrs, 50 mins 55 mins How often 14 + times month 5.6 + times a month Majority Age 25-34 12-17 Source: nielsen-online
    • Know your Audience
    • Social Media – Is it commercially worthwhile?
    • Social Media – Is it commercially worthwhile? Social Media – Is Commercially Worth? Companies are using social media for: •Brand awareness •Relationship with customers •News generation •Influence buy decisions •Research •Market Test •Lowering Costs
    • Social Media - A Real Case Companies are using social media for: •Brand awareness •Relationship with customers •News generation •Influence buy decisions •Research •Market Test •Lowering Costs
    • Social Media – Is it commercially worthwhile? • Define relevant success metrics that translate into a Biz context. Quantitative – sales, new leads, new subscribers Qualitative – satisfaction, LCV/LTV, authority, interaction, quality feedback, citations. • Set campaign goals based on these metrics. • Implement campaign, review metrics and goals. Repeat.
    • Social Media – Is it commercially worthwhile? Define your success metric Number of people who filled in the “get more info” form Number of influential people who tweet something about us Number of influential blogs that linked to us Number of repeating, unique visitors Number of new customers / sales Number of people who used a specific coupon that is associated with this campaign Number of minutes a day we are nice to customers Number of features suggested by users that we actually implement Number of people in a specific location / demographic who follow us on twitter Number of new things we discovered about customers that we never knew before Number of new products or new lines you can produce/sell based on information Reduction in support cost Quickly indentify an issue, or worse, a crisis
    • Social Media – An integrated case study Social Media Matrix Tactic / tool Metric Goal Client •Social Sites • Number of X positive amount of •Vertical Forums (ex. Brides) Comments positive conversations •Restaurant •Number of about the reviews conversations restaurant per week •Video and Images sharing •Number of Reviews (+/-)
    • Social Media – An integrated case study Budget Direct Car Insurance
    • Social Media – An integrated case study Internet Marketing Integrated Strategies Social Media SEO Online Advertising
    • Social Media – Influencing the Conversation
    • Don't define a tool and put it in a box. A number of tools will help in a number of ways Forum s
    • Social Media – An integrated case study FG Roberts – Manufacturer of Gluten Free Products Goal: Sell more product Strategic Objective: Build a Thought Leadership Position Strategy Step1) Build an online presence Step2) Consolidate reputation Step3) Convert Online reputation to commercial value
    • Social Media – An integrated case study FG Roberts – Manufacturer of Gluten Free Products Blog –www.glutenfreehealth.net Online Articles Dedicated YouTube channel Guest writer to nr 1 content website WOM + Advocates -> Commercial Benefit
    • Social Media – Influencing the Conversation
    • Social Media – Influencing the Conversation
    • Social Media – Selling – Revenue Generator Dell Sells $3 Million via Twitter
    • Internet Marketing – Underutilised Strategies IMA Internet Marketing Academy De-mystifying Internet Marketing for business people.
    • 7 KEY USES FOR EMAIL MARKETING 1. Use best practices and basic tests 2. Nurture leads 3. Resurrect dead leads 4. Boost user-generated content 5. Cut expenses, increase satisfaction, multiply sales 6. Sharpen autoresponding email strategy 7. Organise and rally grassroots teams
    • 9 Things to remember when implementing emails 1. Not all graphics will be seen. 2. Alt tag copy is an art. 3. Don’t let graphics depress response. 4. A Call to Action in the reading pane. 5. Use your subject lines, sender name and “From”
    • 9 Things to remember when implementing emails 6. Use pre-headers and snippet text wisely. 7. No web-like navigation with today’s mobile email. 8. Test with different email clients. 9. Find the best resources for email design and implementation.
    • Marketing Oriented Options. Emails - test
    • Hoping to break through mailbox clutter?
    • Email Marketing
    • Widgets
    • Widgets
    • Marketing Oriented Options. PR
    • Distribution
    • Marketing Oriented Options. Online Articles
    • Online Brand Management.
    • Building and Protecting your brand 1. Create a Home Base 2. Grab Some Social Media accounts (TOC covers around 120 most important-including Google Profile) 3. Guest posts/articles 4. Multimedia content – Youtube/FlickR 5. Track and set up alerts
    • Marketing Oriented Options. Online Reputation http://knowem.com/
    • Marketing Oriented Options. Online Reputation
    • Marketing Oriented Options. Online Reputation 1. Monitor. Digital Brand Management • Be selective 2. Influence. • Not always easy – eg. Wikipedia 3. Be Pro-Active • Initiating is better than responding. It’s all about executing one strategy not 100 tactics
    • Online Reputation Some questions: - Who owns your domains? - Who has control over them? - Do you have all details? - Are you monitoring at each level?
    • ViralMarketing Viral Marketing. 1. Meeting a business objective. 2. Must be of interest. It can be: 1. Funny. 2. Informative 3. Interesting 4. Unique 3. Getting it started 1. Influencers
    • Viral Marketing. or Will it Blend? Unboxing Mobile
    • Internet Marketing – Your Next Steps IMA 6 Internet Marketing Academy De-mystifying Internet Marketing for business people.
    • Q&A Who wants to ask the second question?
    • IMA Internet Marketing Academy De-mystifying Internet Marketing for business people. www . Internet Marketing Academy . com . au www . The Online Circle . com Jeff Richardson Lucio Ribeiro