Internet Marketing 101 - Overview


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Effective Inbound Internet Marketing Strategies and ideas for web design, website SEO and social media; online internet marketing best practices for small business.

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Internet Marketing 101 - Overview

  1. 3. Harnessing Internet for Marketing
  2. 5. How to Get Found... Online <ul><li>Be Remarkable </li></ul><ul><li>Create Content </li></ul><ul><li>Optimize Content </li></ul><ul><li>Promote Content </li></ul><ul><li>Measure Results </li></ul>
  3. 7. Internet Marketing <ul><li>Why </li></ul><ul><li>Quantify </li></ul><ul><li>Simplify </li></ul>
  4. 8. I don’t need a website because… I don’t worry about my web presence because… I’m not on those social media sites because…
  5. 9. Why Internet Marketing <ul><li>Top places people look to find a business </li></ul><ul><li>(ComScore) </li></ul><ul><ul><li>31% visit search engines </li></ul></ul><ul><ul><li>30% look in print directories </li></ul></ul><ul><ul><li>19% use internet directories </li></ul></ul><ul><ul><li>11% look at local search sites </li></ul></ul><ul><ul><li>3% use newspapers or magazines </li></ul></ul>
  6. 10. Why Internet Marketing <ul><li>$5-to-$6 offline purchases are influenced by online for every $1 spent online (MIT - 2005) </li></ul><ul><li>97% of Internet users gather shopping info online </li></ul><ul><ul><ul><li>51% explicitly “shop online, purchase offline” </li></ul></ul></ul><ul><ul><ul><li>70% use local search to find local businesses </li></ul></ul></ul>
  7. 11. Why Internet Marketing <ul><li>Why Social Media? – I Don’t Get It… </li></ul><ul><ul><li>Content now indexed by search engines </li></ul></ul><ul><ul><li>Visited by 67% of online population (Nielson) </li></ul></ul><ul><ul><ul><li>36% use social media regularly </li></ul></ul></ul><ul><ul><li>More popular than email - 68% to 65% (Nielson) </li></ul></ul><ul><ul><li>Over 35+ demographic fastest growing </li></ul></ul><ul><ul><ul><li>45-65 demo larger than 13-17 age demo (Wired) </li></ul></ul></ul>
  8. 12. Your Web
  9. 14. Internet Search Marketing
  10. 15. Google PageRank Algorithm
  11. 16. Search Return Key Factors <ul><li>Which Keywords </li></ul><ul><li>Keyword Density </li></ul><ul><li>Keyword Prominence </li></ul><ul><li>Link Popularity </li></ul><ul><li>Relevancy </li></ul>
  12. 17. Keywords <ul><li>High Traffic and Search Volume </li></ul><ul><li>Low Competition </li></ul><ul><li>Niche Keyword Phrases </li></ul><ul><ul><li>the ‘Long-Tail’ </li></ul></ul><ul><li>Keywords Optimized </li></ul><ul><ul><li>Website Landing Pages </li></ul></ul><ul><ul><li>Titles </li></ul></ul><ul><ul><li>Descriptions </li></ul></ul><ul><ul><li>Profiles </li></ul></ul><ul><ul><li>Interests </li></ul></ul><ul><ul><li>Bios </li></ul></ul><ul><ul><li>Introductions </li></ul></ul>
  13. 18. Link Popularity <ul><li>Backlinks! </li></ul><ul><li> Backlinks! </li></ul><ul><li>Backlinks! </li></ul><ul><li>Considered an Endorsement for the Recipient Website </li></ul><ul><li>Customers, Clients, Partners… </li></ul><ul><li>Social/Shared Bookmarks Illustrate Popularity </li></ul><ul><li>Positive Reviews and Citations </li></ul><ul><li>Remember Linking Your Online Profiles, etc… </li></ul>
  14. 19. Relevancy <ul><li>Let sym (F) be the set of predicates/functors in F </li></ul><ul><li>The  direct relevance  between Fa and Fc is: </li></ul><ul><li>|sym(Fa) ∩ sym(Fc)| </li></ul><ul><li> -------------------- </li></ul><ul><li>|sym(Fa) ∪ sym(Fc)| </li></ul>
  15. 20. Relevancy
  16. 21. Relevancy
  17. 22. *** Content & Backlinks *** <ul><li>Which Keywords </li></ul><ul><li>Keyword Density </li></ul><ul><li>Keyword Prominence </li></ul><ul><li>Link Popularity </li></ul><ul><li>Relevancy </li></ul>Search Return Key Factors
  18. 23. Your Web Toolbox <ul><li>Keyword Tools (free) </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Google Adwords Keyword Ideas </li></ul></ul><ul><ul><li>Market Samurai </li></ul></ul><ul><li>Keep a Toolbox of Internet Marketing Best Practices </li></ul>
  19. 24. Your Google Toolbox <ul><li>Google Profile </li></ul><ul><li>Local Business Center </li></ul><ul><li>Adwords </li></ul><ul><ul><li>Keyword Ideas </li></ul></ul><ul><li>Google Analytics </li></ul><ul><li>Google Alerts </li></ul><ul><li>Google Reader </li></ul><ul><li>Google Docs </li></ul>
  20. 25. Measure Effectiveness <ul><li>Google Analytics </li></ul><ul><li>OnPage & OffPage </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Directories </li></ul><ul><li>Bookmarking </li></ul><ul><li>Content / Backlinks </li></ul><ul><li>Your Sales! </li></ul>
  21. 26. Your News & Info Clipping Service <ul><li>Reconnaissance </li></ul><ul><li>Monitor and Track </li></ul><ul><ul><li>Industry </li></ul></ul><ul><ul><li>Your Business </li></ul></ul><ul><ul><li>Competitors </li></ul></ul><ul><ul><li>Other Interests </li></ul></ul><ul><li>Google News </li></ul><ul><li>Google Alerts </li></ul><ul><li>Google Reader </li></ul>
  22. 27. Online You Are a Land Barron and Media Mogul <ul><li>Barker / Billboards </li></ul><ul><li>TV and Radio Stations </li></ul><ul><li>Rolodex </li></ul><ul><li>Local Directories / GPS </li></ul><ul><li>Business Scrapbooks </li></ul><ul><li>Photo Albums </li></ul><ul><li>Op-Ed / Editorial Pages </li></ul><ul><li>Book Clubs </li></ul><ul><li>Clipping Services </li></ul><ul><li>Real Estate </li></ul>
  23. 28. Real Estate - Local Directories <ul><li>Claim Your Business Property !!! </li></ul><ul><li>The Google 10-Pack </li></ul><ul><ul><li>Google Maps </li></ul></ul><ul><li>Other Trusted and Established Directories </li></ul><ul><li>Keyword and Long-Tail Optimized </li></ul><ul><li>Backlink Where Ever Possible !!! </li></ul>
  24. 30. Social Media - Marketing Keys <ul><li>Do Not Overtly Sell </li></ul><ul><ul><li>It’s not about you </li></ul></ul><ul><li>Participate in Your Audience’s </li></ul><ul><ul><li>Lifestyles </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Conversations </li></ul></ul><ul><li>Develop a ‘Tribe’ </li></ul><ul><li>Private/Business Pages </li></ul><ul><li>Guide and Lead to Your Solution </li></ul><ul><li>Etiquette </li></ul>
  25. 31. Networks of Social Media <ul><li>Community… </li></ul><ul><li> Content… </li></ul><ul><li> Conversation… </li></ul><ul><li>Publishing Networks </li></ul><ul><li>Social Networks </li></ul><ul><li>Media Networks </li></ul>
  26. 32. Your Op-Ed & Editorial Pages <ul><li>Blogs and Articles </li></ul><ul><li>High Authority Level in Search Returns </li></ul><ul><li>Industry Expertise </li></ul><ul><ul><li>Target Audience </li></ul></ul><ul><li>Develop Traffic and Readership </li></ul><ul><li>Develop Brand </li></ul><ul><li>WordPress Platform </li></ul>
  27. 33. Your Book Club <ul><li>Social Bookmarking </li></ul><ul><li>Have Bookmarks Accessible Online </li></ul><ul><li>Illustrates a Positive Backlink Endorsement for Your Site </li></ul><ul><li>Internet Marketing Uses: </li></ul><ul><li>Promote Your Website </li></ul><ul><ul><li> </li></ul></ul><ul><li>Ping Search Engines for Blog Posts </li></ul><ul><ul><li> </li></ul></ul>
  28. 34. Your Talk Radio / Billboard <ul><li>Twitter </li></ul><ul><li>Social Network </li></ul><ul><ul><li>SUS </li></ul></ul><ul><ul><ul><li>(share update service) </li></ul></ul></ul><ul><li>1382 % Yr/Yr Growth </li></ul><ul><li>+50 Million Users </li></ul><ul><ul><li>Growing ~ 8M / month </li></ul></ul><ul><li>31 Median Age </li></ul><ul><li>Under 44 </li></ul><ul><li>Mobile Usage Driven </li></ul><ul><li>Schedule Submissions </li></ul>
  29. 35. Your Business Scrapbook <ul><li>Facebook </li></ul><ul><li>Social Network - SUS </li></ul><ul><li>+350 Million Users </li></ul><ul><ul><li>½ use daily </li></ul></ul><ul><li>+45 % Yr/Yr Growth </li></ul><ul><li>33 Median Age </li></ul><ul><ul><li>26 in 2008 </li></ul></ul><ul><li>More 45-65 than 13-17 </li></ul><ul><li>Women 55+ Fastest </li></ul><ul><li>SMBs – Fan Pages </li></ul>
  30. 36. Your Rolodex <ul><li>LinkedIn </li></ul><ul><li>Social Network </li></ul><ul><li>Founded 2003 </li></ul><ul><li>HR Recruiting Tool </li></ul><ul><li>+50M Users </li></ul><ul><ul><li>adding 1 user / second </li></ul></ul><ul><ul><li>7.7M Unique Monthly </li></ul></ul><ul><li>5.6 % Growth Sept </li></ul><ul><li>39 Median Age </li></ul><ul><ul><li>(40 in 2008) </li></ul></ul><ul><li>Involvement in Rolodex </li></ul>
  31. 37. Your Photo Album <ul><li>YouTube </li></ul><ul><li>Flickr </li></ul><ul><li>Media Networks </li></ul><ul><li>YouTube </li></ul><ul><li>1 Billion Views / Day </li></ul><ul><li>Video Usage +53% </li></ul><ul><li>91% Yr/Yr Growth </li></ul><ul><li>Flickr </li></ul><ul><li>2004 Yahoo Founded </li></ul><ul><li>+4B Photos </li></ul>
  32. 38.
  33. 39. Automate, Automate, Automate <ul><li>Worth the Price of Admission </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  34. 41. Internet Marketing Best Practices
  35. 42. To Your Success !!! <ul><li>I know the price of success: </li></ul><ul><li>… dedication, hard work, and an unremitting devotion to the things you want to see happen. </li></ul><ul><li>~ Frank Lloyd Wright </li></ul>
  36. 44. Internet Marketing Frontiers…
  37. 47. The End Purposely Made Blank for… End of Presentation
  38. 49.
  39. 50. _______________ . com (the Solution) Twitter __________ YouTube/Flickr __________ Facebook __________ Social Bookmarkers __________ News Clipping Service __________ LinkedIn __________ Client Sites __________ Partner Sites __________ Advertiser Sites __________ Blog __________ Google -_________ -_________ -_________ __________ __________ __________ __________ __________ Other Tools Lead Capture Conversion $$$ Local Directories __________ __________ __________ __________ __________
  40. 51. _______________ . com (the Solution) Twitter __________ YouTube/Flickr __________ Facebook __________ Social Bookmarkers __________ News Clipping Service __________ LinkedIn __________ Client Sites __________ Partner Sites __________ Advertiser Sites __________ Blog __________ Google -_________ -_________ -_________ __________ __________ __________ __________ __________ Other Tools Lead Capture Conversion $$$ Local Directories __________ __________ __________ __________ __________