“ Do YOU Make These Internet Marketing Mistakes?” Presented by: Phil Frost Director of Marketing

Areas Covered Who is Growthink? Why Internet Marketing Now? What, Exactly, Is Internet Marketing? What Goes Wrong? How to Do it Right?

Who is Growthink?

Why Internet Marketing Now?

What, Exactly, Is Internet Marketing?

What Goes Wrong?

How to Do it Right?

Growthink Credentials Inc. 100 Fastest-growing Business Services Company in U.S.A. Better Business Bureau “A” Rating Recognized for our thought leadership regarding entrepreneurship, strategic planning and online marketing Have built multi-million dollar Internet businesses, managed millions of dollars in online advertising

Inc. 100 Fastest-growing Business Services Company in U.S.A.

Better Business Bureau “A” Rating

Recognized for our thought leadership regarding entrepreneurship, strategic planning and online marketing

Have built multi-million dollar Internet businesses, managed millions of dollars in online advertising

Why Internet Marketing Now? Traditional Marketing Tactics Becoming Less Effective Benefits of Internet Marketing Targeted Measurable Cost-Effective “ Early Mover” Advantage Still Exists Smart Allocation During a Downturn

Traditional Marketing Tactics Becoming Less Effective

Benefits of Internet Marketing

Targeted

Measurable

Cost-Effective

“ Early Mover” Advantage Still Exists

Smart Allocation During a Downturn

But What, Exactly, Is Internet Marketing? Key Components Website Design Search Engine Optimization Social Media Marketing Pay Per Click Advertising Email Marketing

Website Design

Search Engine Optimization

Social Media Marketing

Pay Per Click Advertising

Email Marketing

What Typically Goes Wrong? Website Design Search Engine Optimization Social Media Pay Per Click Marketing Email

Website Design

Search Engine Optimization

Social Media

Pay Per Click Marketing

Email

Top Website Design Mistakes Impeding search engines Poor cross-browser compliance Egocentric site copy Lacking clear USP Lacking clear call-to-action “ Brochure” Website Design

Impeding search engines

Poor cross-browser compliance

Egocentric site copy

Lacking clear USP

Lacking clear call-to-action

“ Brochure”

What is SEO? Why Does it Matter? Reach people who are specifically seeking your information and products Investment in SEO provides on-going streams of relevant website traffic SEO

Reach people who are specifically seeking your information and products

Investment in SEO provides on-going streams of relevant website traffic

Top Search Engine Optimization Mistakes Web design impediments Believing SEO is only a web design issue Not identifying words that people actually search Not optimizing pages for desired “keywords” Keyword-stuffing / over-optimizing SEO

Web design impediments

Believing SEO is only a web design issue

Not identifying words that people actually search

Not optimizing pages for desired “keywords”

Keyword-stuffing / over-optimizing

Top SEO Mistakes (continued) Writing for “robots” instead of humans Duplicate content and “near” duplicate content Stagnant content Not building links to website Focus on rankings instead of traffic (and traffic vs. transactions) SEO

Writing for “robots” instead of humans

Duplicate content and “near” duplicate content

Stagnant content

Not building links to website

Focus on rankings instead of traffic (and traffic vs. transactions)

The New Kid on the Block Why Social Media Matters Communicate with and gain insights from target customers Social media provides tremendous reach at a fraction of the cost of traditional marketing methods Create awareness and buzz around your brand, service, or product Successful social media marketing campaigns attract links, and as a result, enhance SEO efforts Social Media

Why Social Media Matters

Communicate with and gain insights from target customers

Social media provides tremendous reach at a fraction of the cost of traditional marketing methods

Create awareness and buzz around your brand, service, or product

Successful social media marketing campaigns attract links, and as a result, enhance SEO efforts

Top Social Media Mistakes Not doing it “ I don’t have time…” Not having a purpose + plan Random, meaningless content Being too promotional Beware of the “Amway” guy Not sticking with it “ I got busy…” Social Media

Not doing it

“ I don’t have time…”

Not having a purpose + plan

Random, meaningless content

Being too promotional

Beware of the “Amway” guy

Not sticking with it

“ I got busy…”

What is Pay Per Click? Reach people who are specifically searching for your information and products Receive immediate and detailed feedback on performance of campaign Reach thousands of potential customers within minutes PPC

Reach people who are specifically searching for your information and products

Receive immediate and detailed feedback on performance of campaign

Reach thousands of potential customers within minutes

Top PPC Mistakes Not being targeted Not being relevant No conversion tracking No email capture Not testing PPC

Not being targeted

Not being relevant

No conversion tracking

No email capture

Not testing

The Power of Email Marketing Guide customers through buying cycle Browser Shopper Buyer Lifetime Customer Cost-effective, automated, scalable Newsletters, follow-up campaigns Email Marketing

Guide customers through buying cycle

Browser

Shopper

Buyer

Lifetime Customer

Cost-effective, automated, scalable

Newsletters, follow-up campaigns

Top Email Marketing Mistakes Not opting-in Not being relevant Not adding value Not taking advantage of powerful technologies Email Marketing

Not opting-in

Not being relevant

Not adding value

Not taking advantage of powerful technologies

How to Do it Right?

Take an Integrated Approach You might be thinking “ I’m comfortable with SEO…” “ I’m used to PPC…” “ I’m afraid of social media…” Why not just do one piece? Integrated Approach Provides: Synergy Cumulative Results and Spreads/Limits Risk How to Do it Right

You might be thinking

“ I’m comfortable with SEO…”

“ I’m used to PPC…”

“ I’m afraid of social media…”

Why not just do one piece?

Integrated Approach Provides:

Synergy

Cumulative Results

and Spreads/Limits Risk

In-House vs. Outsourced Internet Marketing Why not just do it yourself? Great option if you have the interest, resources, commitment But outsourcing has its own benefits You can remain focused on your core business activities Often produces better ROI Both choices have their Pros / Cons How to Do it Right

Why not just do it yourself?

Great option if you have the interest, resources, commitment

But outsourcing has its own benefits

You can remain focused on your core business activities

Often produces better ROI

Both choices have their Pros / Cons

How We Work with Clients Initial Call to Determine Business Goals What is your current status? What do you want to achieve? Who is your audience, who are your competitors? How will your business benefit from an integrated internet marketing campaign? Create Customized Action Plan Audit website Perform research (keyword, competitive research) Develop custom SEO, social media, PPC, and email strategies to achieve business goals Implement Campaign Typically Structure: 6 month retainer Fees range from $1K-10K/month, depending on complexity/amount of work required How to Do it Right

Initial Call to Determine Business Goals

What is your current status? What do you want to achieve?

Who is your audience, who are your competitors?

How will your business benefit from an integrated internet marketing campaign?

Create Customized Action Plan

Audit website

Perform research (keyword, competitive research)

Develop custom SEO, social media, PPC, and email strategies to achieve business goals

Implement Campaign

Typically Structure: 6 month retainer

Fees range from $1K-10K/month, depending on complexity/amount of work required

Next Steps Consultation to discuss business goals If there’s a fit, you receive a complimentary website audit as part of the consultation/proposal process If interested, email [email_address]

Consultation to discuss business goals

If there’s a fit, you receive a complimentary website audit as part of the consultation/proposal process

If interested, email [email_address]

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