“Do YOU Make These Internet Marketing Mistakes?” Presented by: Rohit Kochhar, Inc.
Areas Covered• Why Internet Marketing Now?• What, Exactly, Is Internet Marketing?• What Goes Wrong?• How to Do it Right?
Rohit Kochhar 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
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
But What, Exactly, Is Internet Marketing? Key Components 1. Website Design 2. Search Engine Optimization 3. Social Media Marketing 4. Pay Per Click Advertising 5. Email Marketing
What Typically Goes Wrong? • Website Design • Search Engine Optimization • Social Media • Pay Per Click Marketing • Email
SEOWhat 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
SEOTop Search Engine Optimization Mistakes 1. Web design impediments 2. Believing SEO is only a web design issue 3. Not identifying words that people actually search 4. Not optimizing pages for desired “keywords” 5. Keyword-stuffing / over-optimizing
SEOTop SEO Mistakes (continued) 6. Writing for “robots” instead of humans 7. Duplicate content and “near” duplicate content 8. Stagnant content 9. Not building links to website 10. Focus on rankings vs. traffic (or transactions)
Social MediaThe New Kid on the BlockWhy 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 MediaTop Social Media Mistakes 1. Not doing it “I don’t have time…” 2. Not having a purpose + plan Random, meaningless content 3. Being too promotional Beware of the “Amway” guy 4. Not sticking with it “I got busy…”
PPCWhat 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
PPCTop PPC Mistakes 1. Not being targeted 2. Not being relevant 3. No conversion tracking 4. No email capture 5. Not testing
Email MarketingThe Power of Email Marketing • Guide customers through buying cycle – Browser – Shopper – Buyer – Lifetime Customer • Cost-effective, automated, scalable • Newsletters, follow-up campaigns
Email MarketingTop Email Marketing Mistakes 1. Not opting-in 2. Not being relevant 3. Not adding value 4. Not taking advantage of powerful technologies
How to Do it RightTake 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 RightIn-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 RightHow 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
• Consultation to discuss business goals• If there’s a fit, you receive a complimentary website audit as part of the consultation/proposal process• Email email@example.com to learn more• Add me on twitter – https://twitter.com/RohitKochhar3• Facebook - http://www.facebook.com/rohit.kochhar.9887• Linkedin - Rohit Kochhar – Internet Marketing Expert• Google Plus - https://plus.google.com/111794700952751429058/posts
Resources Online Tools, Resources, Products • Books • Keyword Research – Don’t Make Me Think – Google Adwords Keyword Tool (free) by Steve Krug – Wordtracker (subscription) – Keyword Spy (subscription) – The New Rules of Marketing and PR by David Meerman Scott • Duplicate content checker – Copyscape • Blogs – AllTop.com (various categories of top blogs • Free site analysis tool for SEO, Content Marketing, etc.) – HubSpot Website Grader • Rohit Kochhar – We’ll be creating more content, resources, products and services on the topic of Internet Marketing in the coming weeks and months
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