Do YOU Make These Internet Marketing Mistakes?


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Provides overview of internet marketing (web design, SEO, Social Media, PPC, Email marketing), including most common mistakes.

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Do YOU Make These Internet Marketing Mistakes?

  1. 1. “ Do YOU Make These Internet Marketing Mistakes?” Presented by: Pete Kennedy Internet Marketing Consultant Growthink, Inc.
  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! LinkedIn Twitter Facebook