Social Media| Internet Marketing| SEO for Companies


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How to Use Social Media Marketing, Internet Marketing- Google Marketing and Search Engine Optimisation (SEO) to grow your business

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Social Media| Internet Marketing| SEO for Companies

  1. 1. All product and company names mentioned herein are trademarks or registered trademarks of their respective owners. Getting Your Business Online Issues, Challenges, Opportunities
  2. 2. Disclaimer <ul><li>We have strived to be as accurate and complete as possible in the creation of this presentation, notwithstanding the fact that we do not warrant or represent at any time that the contents within are accurate due to the rapidly changing nature of the Internet. </li></ul><ul><li>While all attempts have been made to verify information provided in this presentation, we assume no responsibility for errors, omissions, or contrary interpretation of the subject matter herein. Audience is cautioned to rely on their own judgment about their individual circumstances to act accordingly. </li></ul><ul><li>This presentation is not intended for use as a source of legal, business, accounting or financial advice. </li></ul><ul><li>All product and company names mentioned herein are trademarks or registered trademarks of their respective owners. </li></ul>
  3. 3. Twitter Marketing EBook <ul><li>FREE For Attendees </li></ul>
  4. 4. Social Media Guide
  5. 5. <ul><li>Increasingly LESS Time </li></ul>
  6. 6. <ul><li>Increasingly LESS $$$$$$$$$$$$$ </li></ul>
  7. 8. Internet <ul><li>is a GREAT tool… </li></ul><ul><li>A GREAT Platform…. </li></ul><ul><li>& </li></ul><ul><li>A GREAT Medium….. </li></ul><ul><li>For any Small Business </li></ul>
  8. 9. To pay your Uni Fee!!! Alex Tew
  9. 10. US$1,000,000.00
  10. 11. And, occasionally in becoming billionaires!!! Sergey Brin Larry Page Mark Zuckerberg
  11. 12. Online Presence- No Longer a Choice! Whether you are trying to promote a product or a service, customers are going to look for you online. Your Competitors are only a Click Away! Whether it’s a 1 page or a 100 page website, you just need to be there! Ecommerce or purely informational – make sure it’s a CMS. CMS: Content Management System.
  12. 13. Start right – the first time! Website + Content+ Internet Marketing+ Analytics = Successful Your Own Online Presence Just Getting Started? <ul><li>What Domain do I use? </li></ul><ul><li>What type of hosting do I need? </li></ul><ul><li>What type of Website do I use? </li></ul><ul><li>What type of Internet/Social Media Marketing should I focus on? </li></ul><ul><li>Content Development/ Tools/Content changes </li></ul>
  13. 14. What’s in a Name <ul><li>Relate it to your business / product / service </li></ul><ul><li>Keep it short </li></ul><ul><li>This will make it easy for your customers to remember </li></ul><ul><li>Register related domains - .com .au .net .org </li></ul><ul><li>This can be detrimental to your company’s reputation. </li></ul><ul><li>e.g – nothing is stopping someone developing an adult site on - if you only own the .com </li></ul>
  14. 15. Domain <ul><li>What's the difference between a .com. and a name? </li></ul><ul><li>A domain name illustrates that you are an Australian business. </li></ul><ul><li>The domain extension can affect your Search Engine Ranking or clients that are looking to work locally within Australia. </li></ul><ul><li>What if your market is global? </li></ul><ul><li>Then a .com may be more appropriate you. </li></ul><ul><li>Domain Pointing </li></ul>
  15. 16. Cost effective Sales & Support Operation for Small & Home Based Businesses <ul><li>Websites- From $500.00 + </li></ul><ul><li>Shopping Cart – From $1000.00 + </li></ul><ul><li>Blogs- From Free!! </li></ul><ul><li>Email Marketing System – From $11.00 per campaign (Maverick Mailer) </li></ul><ul><li>Google AdWords Marketing- From $150.00 </li></ul><ul><li>Skype- Free Voice & Video Calls </li></ul><ul><li>Hosted Ticketing system- from $50.00 p.m. </li></ul>
  16. 17. Business Starter Packages <ul><li>Logo + Website + Hosting + Emails + Stationery Design = From $699.00 + $15.95/mo </li></ul><ul><li>Logo + Ecommerce Website + Hosting+ Emails + Stationery = From $999.00 + $19.95/mo </li></ul>
  17. 18. My Golden Rules <ul><li>Treat your website as your shop Front- with One DIFFERENCE- There is NO Salesperson. </li></ul><ul><li>Establish Credibility - Testimonials, Team photos, About Us, Physical Address, Google Map , Registration/License numbers, Association Memberships. Digital Assets? </li></ul><ul><li>Keep Content Fresh </li></ul><ul><li>Make it look Professional (And Creative) – Perception is Reality! </li></ul><ul><li>Offer value added content (Tools!) </li></ul><ul><li>Enable Ecommerce </li></ul><ul><li>Karma </li></ul><ul><li>Build it + Market it Online & they will Come </li></ul><ul><li>Get Social </li></ul><ul><li>Facilitate Action (Conversion) – Reduce Anxiety & Friction </li></ul><ul><li>Privacy, Security, Identity, legitimacy, guarantee </li></ul><ul><li>Analytics- Measure, Analyse, Optimise & Test – Install Google Analytics – FREE. </li></ul>
  18. 19. Local Search
  19. 20. Google Map
  20. 21. Golden Rules
  21. 22. Reviews
  22. 24. Reduce Anxiety, Build Trust A recent Consumer Reports survey showed 88 percent of online shoppers said that the protection of their personal data was their top concern; Source: Yankee Group Focus Group - The group of shoppers that saw the McAfee SECURE trustmark converted to buyers 10.85 percent more often. Source: McAfee Get a ‘Trust Mark’ ,
  23. 25. Website Key Points <ul><li>CMS – Add/Edit/Delete Content, pages and sub-pages </li></ul><ul><li>Forms (Offers!) </li></ul><ul><ul><li>Your new 24 hour receptionist. </li></ul></ul><ul><ul><li>Capture emails into an Email Marketing System </li></ul></ul><ul><li>Get Social- Add this </li></ul><ul><li>Consider Freemium </li></ul><ul><li>SEO, AdWords, Affiliate Marketing, Social Media Marketing </li></ul>
  24. 26. Exercise <ul><li>Your Domain Name </li></ul><ul><li>Brainstorm your website’s features and navigation </li></ul>
  25. 27. E-mail marketing is a form of direct marketing , which uses electronic mail as a means of communicating messages to an audience. Whether you are trying to send out a message or just draw traffic to your own website – Email Marketing is the tool for you! What is Email Marketing?
  26. 28. <ul><li>Make it ‘E’asy for yourself! </li></ul><ul><li>Is one of the best ways to promote your business, whether you have a brick-and-mortar store or an online business. </li></ul><ul><li>Lowest $ Per Customer Acquisition </li></ul><ul><li>Simple and quick to use </li></ul>Email Marketing
  27. 29. <ul><li>Create & Send - Visually appealing Emails </li></ul><ul><li>½ of internet users check their email daily </li></ul><ul><li>Extremely Low Cost </li></ul><ul><li>Flexibility: Schedule your marketing Messages </li></ul><ul><ul><li>Not limited to business hours or even weekdays. (Compared to a phone call) </li></ul></ul><ul><ul><li>And much, much more… </li></ul></ul><ul><ul><li>with just a click of a button! </li></ul></ul>Email Example Advantages
  28. 30. <ul><li>Automated Management </li></ul><ul><li>Bounces – Why? </li></ul><ul><li>Unsubscribes </li></ul><ul><li>Import and Export lists in a variety of formats </li></ul><ul><li>  </li></ul>Advantages Manage lists and subscribers
  29. 31. Manage lists and subscribers
 Whether you've got a small list, or need to get your hands dirty with segmenting and personalization , save yourself the time – get a subscription list on your website and let the Email Marketing Apps do it for you. Advantages
  30. 32. Reporting and analytics
 Visual Insights and Analytics that let you measure the effectiveness of every campaign you send. See who is opening it, Clicked Through to What Page, what parts of the campaign they are interested in, who forwarded it on to a friend, unsubscribed , bounced out or even marked it as spam .   Advantages
  31. 33. Reporting and analytics
 Go beyond opens and link clicks and measures your campaign related sales , Conversions and ROI with incorporated Google Analytics integration. Do A/B testing – compare your campaigns and find out what is REALLY working . Advantages
  32. 34. <ul><li>Add a subscribe form to your site and set expectations (privacy notification/assurance) </li></ul><ul><li>Make it easy for them to unsubscribe </li></ul><ul><li>Link to a web browser version </li></ul><ul><li>Avoid excessive use of images/text- Balance </li></ul><ul><li>Be informative – NEVER Hard Sell! </li></ul><ul><li>Test, Test, Test </li></ul><ul><li>Manage the results </li></ul>Tips for creating the perfect email
  33. 35. Social Media
  34. 36. Why Search Marketing <ul><li>Search Marketing , remains the fastest -growing area of the internet, increasing by 25 per cent last financial year (SMH, Aug 2009) </li></ul>
  35. 37. Why Google Search Marketing <ul><li>There are now 13.8 million online users in Australia, - Nielsen, Aug 2009 </li></ul><ul><li>Google’s &quot;unique audience“/month could top 11 million (SMH Aug 2009) </li></ul>
  36. 38. Why Google & Why this Hype <ul><li>More than 4.5 million clothing-related searches were performed through Google Australia every week in June . (SMH article 09) </li></ul><ul><li>With nearly 10 million visitors a month Google is the most visited website in Australia . Nine out of every 10 searches made on the internet is through Google. Those eyeballs translate into an estimated 90 per cent share of search advertising - the fastest growing area in online advertising. </li></ul>
  37. 39. Search Engine Marketing <ul><li>Promoting websites through higher listing on search engines , for the desired keywords related to your products/services offerings. </li></ul><ul><li>Search Engine Optimisation (Organic Listing) </li></ul><ul><li>Pay Per Click/Paid Marketing/Google Advertising/Search Advertising/AdWords TM </li></ul>
  38. 40. Organic VS PPC
  39. 41. Question <ul><li>What is the most neglected part of websites? </li></ul><ul><li>& </li></ul><ul><li>Least outsourced? </li></ul>
  40. 42. Question <ul><li>CONTENT </li></ul><ul><li>(SEO) </li></ul>
  41. 43. Question <ul><li>The TOP reason why nearly all websites’ launch gets delayed? </li></ul>
  42. 44. Question <ul><li>CONTENT </li></ul><ul><li>(SEO) </li></ul>
  43. 45. Question <ul><li>What is the single most important factor for higher SE rankings </li></ul>
  44. 46. Question <ul><li>CONTENT </li></ul><ul><li>(SEO) </li></ul>
  45. 47. Search Engine Optimisation <ul><li>Onsite Optimisation </li></ul><ul><li>Offsite Optimisation </li></ul>
  46. 48. SEO- Key Elements <ul><li>Links </li></ul><ul><li>Content </li></ul><ul><li>Architecture </li></ul>
  47. 49. SEO- Onsite Optimisation (Content + Architecture) <ul><li>Optimising the website to make it search engine friendly </li></ul><ul><li>Content - Unique, Authority, Topical, Valuable, Keyword rich, fresh (Warning!- Keyword Spamming/Stuffing) </li></ul><ul><li>Meta tags optimisation- Meta Keyword X </li></ul><ul><li>Meta Description- Increasingly V.Important </li></ul><ul><li>Internal linking </li></ul><ul><li>W3C </li></ul><ul><li>Sitemap- Submit to Google </li></ul>
  48. 51. SEO- Offsite Optimisation
  49. 52. SEO- Offsite Optimisation <ul><li>Commenting on other same themed blogs </li></ul><ul><li>Digg </li></ul><ul><li>Press Releases </li></ul><ul><li>Participating on discussion forums </li></ul><ul><li>Directory submissions </li></ul><ul><li>Yahoo Answers </li></ul><ul><li>Article writing </li></ul><ul><li>Gumtree, answers, wikipedia </li></ul><ul><li>Link Building- All Above </li></ul>
  50. 53. Search Engine Optimisation <ul><li>Free quality traffic to the website </li></ul><ul><li>Long lasting results </li></ul><ul><li>Visitors trust organic results more than the paid results. </li></ul><ul><li>Lower CPA Vs. PPC over the longer term </li></ul>Advantages
  51. 54. Search Engine Optimisation <ul><li>Overdoing or using ‘black hat’ methods will block the site in search index. </li></ul><ul><li>Cannot appear in top placements for all potential keywords. </li></ul><ul><li>Change in Search Engine Algo can immediately drop the ranking </li></ul><ul><li>To keep writing fresh quality content and working on link building can be time consuming. </li></ul><ul><li>Typically takes around 8-12 months , for a new website, to start seeing measurable results. </li></ul><ul><li>No Guarantees – Tricky. Beware! </li></ul>Disadvantages
  52. 55. SEO- Do’s & Don’ts
  53. 56. Do’s- Content is King <ul><li>Create Original, relevant, useful content for your prospective customers. E.g. </li></ul><ul><ul><li>Write educational articles </li></ul></ul><ul><ul><li>News items </li></ul></ul><ul><ul><li>Press releases </li></ul></ul><ul><ul><li>Create FAQ content </li></ul></ul><ul><ul><li>Add more onsite web page content </li></ul></ul><ul><ul><li>ADD A BLOG – Update frequently </li></ul></ul><ul><li>Convert this to search engine friendly content before publishing. </li></ul><ul><li>Use internal page hyperlinks for keywords to link to other relevant content created by you. </li></ul><ul><li>Distribute this content: </li></ul><ul><ul><li>Publish it on your website </li></ul></ul><ul><ul><li>Submit to article websites </li></ul></ul><ul><ul><li>Submit Press Releases </li></ul></ul><ul><ul><li>Submit to other bloggers </li></ul></ul><ul><ul><li>Twitter about it </li></ul></ul><ul><ul><li>Submit it to sites like and ask your friends to ‘digg’ it. </li></ul></ul><ul><li>Link back to your website. </li></ul>
  54. 57. Do’s - Link Building <ul><li>Create Free tools relevant to your business </li></ul><ul><li>Establish links with other quality websites- themed, PR, limited out going links </li></ul><ul><li>Post- Humour, Videos (Host on your site. Do NOT make a file) </li></ul><ul><li>See where your competitors are getting their links from. See if you can get a link from those sites </li></ul><ul><li>Directory submission – Randomise anchor text, Description </li></ul><ul><li>Article writing – Randomise anchor text. Do not submit same article to many websites! </li></ul><ul><li>Take links from your suppliers & partners </li></ul><ul><li>Comments on Blogs, Discussion forums (Do Follow) </li></ul><ul><li>Run competitions </li></ul><ul><li>Maintain a spreadsheet/tools </li></ul><ul><li>Maintain a Blog </li></ul><ul><li> </li></ul>
  55. 58. Some Don’ts <ul><li>Duplicate Content </li></ul><ul><li>Keyword stuffing/spamming </li></ul><ul><li>Over hyperlinking </li></ul><ul><li>Too many outgoing links </li></ul><ul><li>Using the same colour text as your site’s backgound </li></ul><ul><li>Fast build-up of links </li></ul><ul><li>FFA, links from link farms, bad neighbourhoods, pages with too many outgoing links. </li></ul><ul><li>Domain name cloaking </li></ul><ul><li>Use automated link building tools </li></ul><ul><li>Fast directory submission </li></ul>
  56. 59. Online Press Release <ul><li>Submit lots of Press Releases about your company, activities, new launches, services, offers, etc to online PR sites. </li></ul><ul><li>Search Engines now dynamically pickup News and Blog stories and give them a great ranking </li></ul><ul><li>If picked by media, any coverage could be a potential link+ Readership bringing direct traffic </li></ul><ul><li>Releases by themselves, when disseminated through wire services, become a linkback </li></ul>
  57. 60. Online Press Release
  58. 61. Online Press Release
  59. 62. Press Release Service <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  60. 63. Why blog? <ul><li>SEO strategy </li></ul><ul><li>Increases Visitor stickiness. Reduces Bounce Rates </li></ul><ul><li>Premium pricing </li></ul><ul><li>Repeat visitors </li></ul><ul><li>Backlinks </li></ul><ul><li>Refer a Friend </li></ul><ul><li>Income producing profession </li></ul>
  61. 64. No longer another face in the crowd
  62. 65. Affiliate Marketing <ul><li>Affiliate marketing is a internet marketing strategy which enables any online business to affiliate themselves with web site publishers (affiliate members). Affiliates make money by generating sales, leads and traffic for the Merchants’ business. Ideal for Merchants who sell goods and services online. </li></ul>
  63. 66. Affiliate Marketing- Workflow Source: Wikipedia
  64. 67. Affiliate Marketing Clixgalore
  65. 68. Affiliate Marketing <ul><li>Compensation Methods </li></ul><ul><li>Cost Per Sale (CPA) A visitor referred by the Affiliate purchases goods and services from the Merchant. This payment structure is referred to as - cost per acquisition (CPA). Cost Per Lead (CPL) A visitor referred by the Affiliate completes a form on the Merchants web site. This payment structure is referred to as - cost per lead (CPL). Cost Per Click (CPC) A visitor to the Affiliates web site clicks on a Merchant's banner and visits the Merchant's web site. This payment structure is referred to as - cost per click (CPC). </li></ul>
  66. 69. Affiliate Marketing <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  67. 70. Introduction To AdWords TM <ul><li>Google AdWords TM is Google's advertising program. AdWords TM lets you create simple, effective ads and display them to people already searching online for information related to your business. </li></ul><ul><li>So how is it possible to show your ads only to the most relevant audiences? </li></ul>
  68. 71. Introduction to AdWords TM Your customers see your ad when they search Your ad reaches users at the moment they demonstrate interest
  69. 72. What is Google Advertising? Google technology places your ad on the most relevant content pages Your customers see your ad when they surf Google Network properties
  70. 73. The answer is keyword-based advertising <ul><li>Targeted advertising </li></ul><ul><li>Better advertiser ROI than untargeted ads </li></ul><ul><li>Improved user experience </li></ul>
  71. 74. Features of Google AdWords TM <ul><li>Google & Search Networ k – Display ads along with Google search results and other search partners like AOL, Froogle etc... </li></ul><ul><li>Google Content Network – Display ads on topic specified website, news sites, etc .. where ever related to the ad. </li></ul><ul><li>Language & Location Targeting – Target people speaking only certain language or from certain country (State, City or within 20 Kms of your office) - or both </li></ul><ul><li>Placement Targeting – Choose the site and start advertising there. Image Ads, Video Ads, etc </li></ul>
  72. 75. Benefits Of AdWords TM <ul><li>Reach – Reach only the potential customers who are currently searching for your services and products. </li></ul><ul><li>Cost – You set the daily budget and amount willing to pay per each click. </li></ul><ul><li>Timing – Instantly display your ads & start driving traffic- Pause/Resume- Campaigns, Adgroups & Keywords </li></ul><ul><li>Flexibility & Control – Have full control over the account </li></ul><ul><li>Fast Results </li></ul><ul><li>Analyse  Test  Tweak in Real Time </li></ul>
  73. 76. Disadvantages <ul><li>PPC can be expensive if not set up and monitored efficiently. </li></ul><ul><li>Click frauds. </li></ul><ul><li>Will take some time to understand what is working and what is not. </li></ul><ul><li>Stop the campaign- Zero Enquiries </li></ul><ul><li>Some PPC systems can be quite complex to understand and manage </li></ul>
  74. 77. Exercise <ul><li>Brainstorm your Online Marketing Options and strategy. </li></ul>
  75. 78. Thank You