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Internet Marketing Overview Ceo Institute Nov 09

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The Online Circles presentation to the CEO Institute on Internet Marketing

The Online Circles presentation to the CEO Institute on Internet Marketing

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Transcript

  • 1. INTERNET MARKETING
    A CEO’S CRASH COURSE
  • 2. Website Management.
    Search Engine Optimisation.
    Website management.
    Test. Measure. Refine.
    Online advertising.
    Social Media.
    Monitoring & measuring. Research.
    Engaging.
    Leading.
    Commercialisation.
    Underutilised Strategies.
    Email marketing.
    Online articles.
  • 3. Working with Search Engines
    How they work?
    IMA
  • 4. Store
  • 5. SEO – Building an Asset
  • 6. The Online Circle’s 4C’s of SEO
    Credibility
    Clarity
    Currency
    Competition
  • 7. SEO – What is Search Engine Optimisation?
    Onsite SEO and Offsite SEO
  • 8. Basic Onsite SEO Factors
    • Contextual Keywords
    • 9. Title Tag ( with Keyword)
    • 10. Meta Description ( Consistent with Title Tag)
    • 11. URL’s
    • 12. Keyword Density in body text
    • 13. H1/h2/h3 Tags ( with Keyword)
    • 14. Graphic Alt Text ( with Keyword)
    • 15. Keyword Hyperlinks (anchor Texts)
  • Keyword Research: Buying Cycle
    Google categorises pages in 3 levels and so should you.
    Navigational
    Kevin Costner
    Informational
    Kevin Costner Biography
    Transactional
    Kevin Costner DVD
  • 16. Keyword Research: What is really best?
    TRAVEL – 32,000 searches per month in Google AU
    TOUR – 16,000 searches per month in Google AU
  • 17. Title Tags
  • 18. Description Tags
  • 19. URL’s
  • 20.
  • 21. Canonical Redirection
    These URLs are all different:
    • www.example.com
    • 22. example.com
    • 23. www.example.com/
    • 24. example.com/
    • 25. www.example.com/index.html
    • 26. example.com/index.html
    • 27. www.example.com/Home.aspx
    • 28. example.com/Home.aspx
    http://example.com/
    or
    301
    http://www.example.com/
  • 29. Sitemaps – Robots – Other Considerations
  • 30. Anchor Text / Anchor Links
  • 31. Link Building
    The Bad
    The Good
    The Ugly
  • 32. Link Building –
    Ways Search Engines Judge the Value of a Link.
    Internal vs. External
    Anchor Text
    PageRank
    TrustRank
    Domain Authority
    Diversity of Sources
    Uniqueness of Source + Target
    Location on the Page
    Topical Relevance
    Content & Context Assessment
    Geographical Location
    Use of Rel=”Nofollow”
    Link Type
    Other Link Targets on the Source Page
    Domain, Page & link-Specific Penalties
    Content/Embed Patterns
    Temporal / Historical Data
     
  • 33. Building Links Strategies
    • Blogging about new content or services
    • 34. Social Media
    • 35. Online PR
    • 36. Promotions
    • 37. Add your business to the local council or association
    • 38. Add your business to Google Maps / Google Local / Google Base
    • 39. Exchange IDEAS (not links) with your peers
  • SEO
    It’s all about executing one integrated strategy
    not 100 tactics
    Digital Brand Management
  • 40. ROI on SEO – Management of Efforts
    Establish Your Benchmark Positioning (ranking)
    • Measure from time to time
    Pages indexed
    Monthly traffic stats
    Unique vs. Returning
    Referring Keywords (split – Brand / non-brand)
    Establishing a larger number of touch points
    Conversion rate (sign up / sales / subscriptions)
  • 41. Remember
    • 4 C’s Optimisation
    • 42. SEO is not free (but it can deliver a high ROI)
    • 43. SEO is a tactic but it requires a strategy
    • 44. SEO is an asset - building it takes time
    • 45. SEO changes constantly (keep updated)
    • 46. No one can guarantee a #1 ranking on Google.
  • Websites – Site Structure and Content
    2
    IMA
    25 min
    Internet Marketing Academy
    De-mystifying Internet Marketingfor business people.
  • 47. Professional Design
    1
  • 48.
  • 49. Website Optimizer
  • 50. Website Optimizer
  • 51.
  • 52.
  • 53.
  • 54. Websites – Advertising Online
    3
    IMA
    30 min
  • 55. Media Plan
    • Objectives
    • 56. Target Market
    • 57. Where do they hang out?
  • Pay per click (PPC or CPC)
    PPC
    PPC
    SEO
  • 58. Pay per click Advertising
    Steps:
    Decide Goals
    Decide Targets – Location, age, gender
    Create Ads based on goals and target
    Choose Keywords that will trigger your ads
    Narrow by match types – Broad match | “Exact Match” | [exact term]
    Decide on negative keywords
    Daily budget
    $ Click amount
    Review
  • 59. Pay per click Advertising
    Tips to boost :
    Be careful with Broad Match
    Be smart with your negative
    Test different ads
    Build separate campaigns for search and for contextual
    Build a specific landing page
    Build a relationship – free is the new currency
  • 60. Landing Pages
  • 61.
  • 62.
  • 63. Online Advertising
    Affiliate Programs
    Co Registration
    Email Marketing
    Online PR
    Online Articles
    Displays Ads
    Widgets
    Videos
    Online Sponsorship
    Reviews
    Maps
  • 64. Social Media
    4
    IMA
    45 min
  • 65. What’s Social Media and buzz?
  • 66. What’s Social Media and buzz?
  • 67. Social Media – Is Commercially Worth?
    Companies are using social media for:
  • Okay, the theory makes sense. But how do I move forward?
  • 74. Create Activity Timelines
    Melbourne Seminar
  • 75. Decision Making
    Source: nielsen-online
  • 76. Step 3: Follow relevant metrics
  • 77. 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
  • 78. 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
  • 79.
  • 80.
  • 81.
  • 82. Early warnings
    You can Influence and reassume your position
  • 83. Integrated Strategies
    Social Media
    SEO
    Online Advertising
  • 84. Internet Marketing – Underutilised Strategies
    The Online Circle
    De-mystifying Internet Marketing for business people.
  • 85. 7 KEY USES FOR EMAIL MARKETING
    Use best practices and basic tests
    Nurture leads
    Resurrect dead leads
    Boost user-generated content
    Cut expenses, increase satisfaction, multiply sales
    Sharpen autoresponding email strategy
    Organise and rally grassroots teams
  • 86. 9 Things to remember when implementing emails
    Not all graphics will be seen.
    Alt tag copy is an art.
    Don’t let graphics depress response.
    A Call to Action in the reading pane.
    Use your subject lines, sender name and “From”
    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
  • 87. Marketing Oriented Options. Online Articles
  • 88. Leading the competition or playing catch up?
  • 89. www.theonlinecircle.com