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Internet Marketing Explained - Internet Marketing Academy Australia

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    Internet Marketing Explained - Internet Marketing Academy Australia - Presentation Transcript

    1. IMA Internet Marketing Academy De-mystifying Internet Marketing for business people.
    2. Introduction The Next Three Hours Internet Marketing Solutions to fit Business Goals • Web sites • Advertising online • Social Media • Underutilised Online Strategies
    3. www.theonlinecircle.com
    4. The Presenters
    5. About Your Presenters. The Presenters
    6. About Your Presenters.
    7. About Your Presenters.
    8. About Your Presenters.
    9. About Your Presenters.
    10. Why the Internet? Measurable
    11. Why the Internet? Immediacy
    12. Why the Internet? Reach
    13. Why the Internet?
    14. SEO – What is Search Engine Optimisation? IMA 1 20min Internet Marketing Academy De-mystifying Internet Marketing for business people.
    15. SEO – What is Search Engine Optimisation? Working with Search Engines IMA How they work?
    16. 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.
    17. SEO – What is Search Engine Optimisation? Working with Search Engines Store
    18. SEO – Building an Asset
    19. SEO – What is Search Engine Optimisation? The Online Circle’s 4C’s of SEO Credibility Competition Clarity Currency
    20. SEO – What is Search Engine Optimisation? Onsite SEO and Offsite SEO
    21. 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)
    22. SEO – What is Search Engine Optimisation? Onsite SEO - Keywords Google categorise pages in 3 levels Navigational Kevin Costner Informational Kevin Costner Biography Transactional Kevin Costner DVD
    23. SEO – What is Search Engine Optimisation? Onsite SEO Title Tags
    24. 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
    25. SEO – What is Search Engine Optimisation? Onsite SEO Description Tags
    26. 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
    27. SEO – What is Search Engine Optimisation? Onsite SEO URL’s
    28. SEO – What is Search Engine Optimisation? Onsite SEO URL’s
    29. 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
    30. 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
    31. 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
    32. SEO – What is Search Engine Optimisation? Onsite SEO Sitemaps
    33. SEO – What is Search Engine Optimisation? Onsite SEO Robots
    34. SEO – What is Search Engine Optimisation? Onsite SEO 404 pages Examples
    35. 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
    36. SEO – What is Search Engine Optimisation? Onsite SEO Anchor Text / Anchor Links
    37. 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.
    38. SEO – What is Search Engine Optimisation? Offsite SEO Basic Offsite SEO Factors • Competition Analysis – CI • Link Building
    39. SEO – What is Search Engine Optimisation? Offsite SEO Link Building The Good The Bad The Ugly
    40. 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
    41. 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.
    42. 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. Referring Keywords 5. Establishing a larger number of touch points 6. Conversion rate
    43. Future of SEO Search Engines more interactive
    44. Websites – Site Structure and Content IMA 2 25 min Internet Marketing Academy De-mystifying Internet Marketing for business people.
    45. Websites – Site Structure and Content Beautiful site? Functional site?
    46. Websites – Site Structure and Content – Professional Design Professional Design Checklist: • Accessibility 1 • Identity • Navigation • Content
    47. Websites – Site Structure and Content – Website Optimiser Website Optimiser
    48. Websites – Site Structure and Content – Website Optimizer Website Optimizer
    49. Websites – Site Structure and Content – Using analytics to improve your site
    50. Websites – Site Structure and Content – Professional Design
    51. Websites – Site Structure and Content – Landing Page
    52. Websites – Site Structure and Content – Landing Page
    53. Websites – Site Structure and Content – Using analytics to improve your site
    54. Websites – Site Structure and Content – Using analytics to improve your site
    55. Websites – Site Structure and Content – Videos and other tools Product listing Yahoo Tools Live tools Profile Hub Images Images Maps and local Business
    56. Websites – Advertising Online IMA 3 30 min Internet Marketing Academy De-mystifying Internet Marketing for business people.
    57. Websites – Advertising Online – Banner ads Media Plan - Objectives - Target Market - Where do they hang out?
    58. Websites – Advertising Online – Banner ads Banner Ads and CPM
    59. Websites – Advertising Online – PPC advertising Pay per click (PPC or CPC) PPC PPC SEO
    60. 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
    61. 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
    62. Websites – Advertising Online – Landing Pages CPA-Affiliate Performance based online advertising
    63. Websites – Advertising Online – Landing Pages Landing Pages
    64. Social Media IMA 4 45 min Internet Marketing Academy De-mystifying Internet Marketing for business people.
    65. Social Media - Buzzzzzzz What’s Social Media and buzz?
    66. Social Media - Buzzzzzzz What’s Social Media and buzz?
    67. Social Media – Is it commercially worthwhile?
    68. Social Media – Is Commercially Worth? Social Media – Is it commercially worthwhile? Companies are using social media for: •Brand awareness •Relationship with customers •News generation •Influence buy decisions •Research •Market Test •Lowering Costs
    69. Social Media – Influencing the Conversation
    70. Social Media – Other applications Applications you should be aware of
    71. 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
    72. Social Media – An integrated case study FG Roberts – Manufacturer of Gluten Free Products Blog –www.glutenfreehealth.net This is Social Media.... Online Articles Dedicated YouTube channel Guest writer to nr 1 content website
    73. Internet Marketing – Underutilized Strategies IMA 5 30 min Internet Marketing Academy De-mystifying Internet Marketing for business people.
    74. Email Marketing
    75. Marketing Oriented Options. Emails Email Marketing Good practice 1. Targeting. 2. Clear communication 3. Offer 4. Creative 5. Unique Landing Page ...and don’t forget piggy back emails
    76. Marketing Oriented Options. Emails - test
    77. Marketing Oriented Options. PR
    78. Marketing Oriented Options. PR Distribution
    79. Marketing Oriented Options. Online Articles
    80. Online Brand Management.
    81. Marketing Oriented Options. Online Reputation Digital Brand Management 1. Monitor. • Be selective 2. Influence. • Not always easy – eg. Wikipedia 3. Be Pro-Active • Initiating is better than responding.
    82. Viral Marketing. http://www.youtube.com/watch?v=qg1ckCkm8YI
    83. Marketing Oriented Options. Viral 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
    84. Internet Marketing – Your Next Steps IMA 6 5 min Internet Marketing Academy De-mystifying Internet Marketing for business people.
    85. Q&A Who wants to ask the second question?
    86. IMA Internet Marketing Academy De-mystifying Internet Marketing for business people. www . Internet Marketing Academy . com . au www . The Online Circle . com www . marketingeasy. net Jeff Richardson Lucio Ribeiro
    87. Jeff Richardson IMA Internet Marketing Academy De-mystifying Internet Marketing for business people. Managing Director (B) +61 3 9016 9530 (M) 0423 694 338 via Skype: onlinecircle email: jeff@theonlinecircle.com twitter.com/JeffR_Melb_AU linkedin.com/in/theonlinecircle
    88. Lucio Ribeiro IMA Internet Marketing Academy De-mystifying Internet Marketing for business people. Managing Director (B) +61 3 9016 9530 (M) 0434 376 102 via Skype: lucio.dias.ribeiro email: lucio@theonlinecircle.com twitter.com/lucio_ribeiro linkedin.com/in/luciodiasribeiro

    + Lucio RibeiroLucio Ribeiro, 6 months ago

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