Do YOU Make These Internet Marketing Mistakes?


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Presentation to explain common mistakes and how to take an integrated approach to internet marketing. Topics include website design, search engine optimization, social media, pay per click advertising, and email marketing.

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Do YOU Make These Internet Marketing Mistakes?

  1. 1. “ Do YOU Make These Internet Marketing Mistakes?” Presented by: Phil Frost Director of Marketing
  2. 2. Areas Covered <ul><li>Who is Growthink? </li></ul><ul><li>Why Internet Marketing Now? </li></ul><ul><li>What, Exactly, Is Internet Marketing? </li></ul><ul><li>What Goes Wrong? </li></ul><ul><li>How to Do it Right? </li></ul>
  3. 3. Growthink Credentials <ul><li>Inc. 100 Fastest-growing Business Services Company in U.S.A. </li></ul><ul><li>Better Business Bureau “A” Rating </li></ul><ul><li>Recognized for our thought leadership regarding entrepreneurship, strategic planning and online marketing </li></ul><ul><li>Have built multi-million dollar Internet businesses, managed millions of dollars in online advertising </li></ul>
  4. 4. Why Internet Marketing Now? <ul><li>Traditional Marketing Tactics Becoming Less Effective </li></ul><ul><li>Benefits of Internet Marketing </li></ul><ul><ul><li>Targeted </li></ul></ul><ul><ul><li>Measurable </li></ul></ul><ul><ul><li>Cost-Effective </li></ul></ul><ul><ul><li>“ Early Mover” Advantage Still Exists </li></ul></ul><ul><li>Smart Allocation During a Downturn </li></ul>
  5. 5. But What, Exactly, Is Internet Marketing? Key Components <ul><li>Website Design </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Social Media Marketing </li></ul><ul><li>Pay Per Click Advertising </li></ul><ul><li>Email Marketing </li></ul>
  6. 6. What Typically Goes Wrong? <ul><li>Website Design </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Social Media </li></ul><ul><li>Pay Per Click Marketing </li></ul><ul><li>Email </li></ul>
  7. 7. Top Website Design Mistakes <ul><li>Impeding search engines </li></ul><ul><li>Poor cross-browser compliance </li></ul><ul><li>Egocentric site copy </li></ul><ul><li>Lacking clear USP </li></ul><ul><li>Lacking clear call-to-action </li></ul><ul><li>“ Brochure” </li></ul>Website Design
  8. 8. What is SEO? Why Does it Matter? <ul><li>Reach people who are specifically seeking your information and products </li></ul><ul><li>Investment in SEO provides on-going streams of relevant website traffic </li></ul>SEO
  9. 9. Top Search Engine Optimization Mistakes <ul><li>Web design impediments </li></ul><ul><li>Believing SEO is only a web design issue </li></ul><ul><li>Not identifying words that people actually search </li></ul><ul><li>Not optimizing pages for desired “keywords” </li></ul><ul><li>Keyword-stuffing / over-optimizing </li></ul>SEO
  10. 10. Top SEO Mistakes (continued) <ul><li>Writing for “robots” instead of humans </li></ul><ul><li>Duplicate content and “near” duplicate content </li></ul><ul><li>Stagnant content </li></ul><ul><li>Not building links to website </li></ul><ul><li>Focus on rankings instead of traffic (and traffic vs. transactions) </li></ul>SEO
  11. 11. The New Kid on the Block <ul><li>Why Social Media Matters </li></ul><ul><li>Communicate with and gain insights from target customers </li></ul><ul><li>Social media provides tremendous reach at a fraction of the cost of traditional marketing methods </li></ul><ul><li>Create awareness and buzz around your brand, service, or product </li></ul><ul><li>Successful social media marketing campaigns attract links, and as a result, enhance SEO efforts </li></ul>Social Media
  12. 12. Top Social Media Mistakes <ul><li>Not doing it </li></ul><ul><ul><li>“ I don’t have time…” </li></ul></ul><ul><li>Not having a purpose + plan </li></ul><ul><ul><li>Random, meaningless content </li></ul></ul><ul><li>Being too promotional </li></ul><ul><ul><li>Beware of the “Amway” guy </li></ul></ul><ul><li>Not sticking with it </li></ul><ul><ul><li>“ I got busy…” </li></ul></ul>Social Media
  13. 13. What is Pay Per Click? <ul><li>Reach people who are specifically searching for your information and products </li></ul><ul><li>Receive immediate and detailed feedback on performance of campaign </li></ul><ul><li>Reach thousands of potential customers within minutes </li></ul>PPC
  14. 14. Top PPC Mistakes <ul><li>Not being targeted </li></ul><ul><li>Not being relevant </li></ul><ul><li>No conversion tracking </li></ul><ul><li>No email capture </li></ul><ul><li>Not testing </li></ul>PPC
  15. 15. The Power of Email Marketing <ul><li>Guide customers through buying cycle </li></ul><ul><ul><li>Browser </li></ul></ul><ul><ul><li>Shopper </li></ul></ul><ul><ul><li>Buyer </li></ul></ul><ul><ul><li>Lifetime Customer </li></ul></ul><ul><li>Cost-effective, automated, scalable </li></ul><ul><ul><li>Newsletters, follow-up campaigns </li></ul></ul>Email Marketing
  16. 16. Top Email Marketing Mistakes <ul><li>Not opting-in </li></ul><ul><li>Not being relevant </li></ul><ul><li>Not adding value </li></ul><ul><li>Not taking advantage of powerful technologies </li></ul>Email Marketing
  17. 17. How to Do it Right?
  18. 18. Take an Integrated Approach <ul><li>You might be thinking </li></ul><ul><li>“ I’m comfortable with SEO…” </li></ul><ul><li>“ I’m used to PPC…” </li></ul><ul><li>“ I’m afraid of social media…” </li></ul><ul><li>Why not just do one piece? </li></ul><ul><li>Integrated Approach Provides: </li></ul><ul><li>Synergy </li></ul><ul><li>Cumulative Results </li></ul><ul><li>and Spreads/Limits Risk </li></ul>How to Do it Right
  19. 19. In-House vs. Outsourced Internet Marketing <ul><li>Why not just do it yourself? </li></ul><ul><li>Great option if you have the interest, resources, commitment </li></ul><ul><li>But outsourcing has its own benefits </li></ul><ul><li>You can remain focused on your core business activities </li></ul><ul><li>Often produces better ROI </li></ul><ul><li>Both choices have their Pros / Cons </li></ul>How to Do it Right
  20. 20. How We Work with Clients <ul><li>Initial Call to Determine Business Goals </li></ul><ul><ul><li>What is your current status? What do you want to achieve? </li></ul></ul><ul><ul><li>Who is your audience, who are your competitors? </li></ul></ul><ul><ul><li>How will your business benefit from an integrated internet marketing campaign? </li></ul></ul><ul><li>Create Customized Action Plan </li></ul><ul><ul><li>Audit website </li></ul></ul><ul><ul><li>Perform research (keyword, competitive research) </li></ul></ul><ul><ul><li>Develop custom SEO, social media, PPC, and email strategies to achieve business goals </li></ul></ul><ul><li>Implement Campaign </li></ul><ul><ul><li>Typically Structure: 6 month retainer </li></ul></ul><ul><ul><li>Fees range from $1K-10K/month, depending on complexity/amount of work required </li></ul></ul>How to Do it Right
  21. 21. Next Steps <ul><li>Consultation to discuss business goals </li></ul><ul><li>If there’s a fit, you receive a complimentary website audit as part of the consultation/proposal process </li></ul><ul><li>If interested, email [email_address] </li></ul>
  22. 22. Let’s Connect! Twitter Facebook LinkedIn