Internet Marketing Overview Ceo Institute Nov 09
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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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    Internet Marketing Overview Ceo Institute Nov 09 Internet Marketing Overview Ceo Institute Nov 09 Presentation Transcript

    • INTERNET MARKETING
      A CEO’S CRASH COURSE
    • 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.
    • Working with Search Engines
      How they work?
      IMA
    • Store
    • SEO – Building an Asset
    • The Online Circle’s 4C’s of SEO
      Credibility
      Clarity
      Currency
      Competition
    • SEO – What is Search Engine Optimisation?
      Onsite SEO and Offsite 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)
    • 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
    • Keyword Research: What is really best?
      TRAVEL – 32,000 searches per month in Google AU
      TOUR – 16,000 searches per month in Google AU
    • Title Tags
    • Description Tags
    • URL’s
    • Canonical Redirection
      These URLs are all different:
      • www.example.com
      • example.com
      • www.example.com/
      • example.com/
      • www.example.com/index.html
      • example.com/index.html
      • www.example.com/Home.aspx
      • example.com/Home.aspx
      http://example.com/
      or
      301
      http://www.example.com/
    • Sitemaps – Robots – Other Considerations
    • Anchor Text / Anchor Links
    • Link Building
      The Bad
      The Good
      The Ugly
    • 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
       
    • 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
      It’s all about executing one integrated strategy
      not 100 tactics
      Digital Brand Management
    • 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)
    • 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
      2
      IMA
      25 min
      Internet Marketing Academy
      De-mystifying Internet Marketingfor business people.
    • Professional Design
      1
    • Website Optimizer
    • Website Optimizer
    • Websites – Advertising Online
      3
      IMA
      30 min
    • Media Plan
      • Objectives
      • Target Market
      • Where do they hang out?
    • Pay per click (PPC or CPC)
      PPC
      PPC
      SEO
    • 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
    • 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
    • Landing Pages
    • Online Advertising
      Affiliate Programs
      Co Registration
      Email Marketing
      Online PR
      Online Articles
      Displays Ads
      Widgets
      Videos
      Online Sponsorship
      Reviews
      Maps
    • Social Media
      4
      IMA
      45 min
    • What’s Social Media and buzz?
    • What’s Social Media and buzz?
    • Social Media – Is Commercially Worth?
      Companies are using social media for:
      • Brand awareness
      • Relationship with customers
      • News generation
      • Influencebuy decisions
      • Research
      • Market Test
      • Lowering Costs
    • Okay, the theory makes sense. But how do I move forward?
    • Create Activity Timelines
      Melbourne Seminar
    • Decision Making
      Source: nielsen-online
    • Step 3: Follow relevant metrics
    • 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
    • Early warnings
      You can Influence and reassume your position
    • Integrated Strategies
      Social Media
      SEO
      Online Advertising
    • Internet Marketing – Underutilised Strategies
      The Online Circle
      De-mystifying Internet Marketing for business people.
    • 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
    • 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
    • Marketing Oriented Options. Online Articles
    • Leading the competition or playing catch up?
    • www.theonlinecircle.com