Internet Marketing Presentation 2010

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Gave this presentation to a group of new entrepeneurs in an intensive business plan training course. Covers internet marketing fundamentals.

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Internet Marketing Presentation 2010

  1. 1. Internet Marketing/Social Media WEV October 20, 2010 Sam Benner WSI Global Solutions
  2. 2. What if you could ... <ul><li>Deliver your product or service to interested people? </li></ul><ul><li>Do business research to gain a competitive edge? </li></ul><ul><li>Own the search engine space for your keywords? </li></ul>
  3. 3. Who Am I? <ul><li>Marketing obsessed former football player turned family man with a laptop and a dream </li></ul>
  4. 4. Wow, how time flies <ul><li>4 years in internet marketing </li></ul><ul><li>Built almost 100 websites, embarked on many marketing campaigns, and loving every minute of it </li></ul>
  5. 5. Agenda <ul><li>Where to begin </li></ul><ul><li>Search engine marketing </li></ul><ul><li>Social media </li></ul><ul><li>Measuring results </li></ul><ul><li>Q&A if we have time </li></ul>
  6. 6. Working backwards to go forwards Where to begin?
  7. 7. Study your competition <ul><li>Google your dream keywords and see who comes up first </li></ul><ul><li>Find out what you are up against </li></ul><ul><li>The more channels they use, the more dirt you can find </li></ul>
  8. 8. Study your competition <ul><li>Stop guessing </li></ul><ul><li>Once you see what your competitors are doing you will be able to create your online strategy </li></ul><ul><li>Some websites to check out </li></ul><ul><ul><li>https://adwords. google .com/select/ KeywordTool External </li></ul></ul><ul><ul><li>http://siteexplorer.search.yahoo.com/ </li></ul></ul>
  9. 9. Start from the end <ul><li>What is the eventual goal of someone visiting your site? </li></ul><ul><ul><li>Phone call </li></ul></ul><ul><ul><li>Buy online </li></ul></ul><ul><ul><li>Contact form </li></ul></ul><ul><ul><li>Download whitepaper </li></ul></ul><ul><li>This will help decide what kind of website and marketing strategy to adopt for your business </li></ul>
  10. 10. Building your website <ul><li>Many options, easy to get overwhelmed </li></ul><ul><li>Don’t go for broke on first version </li></ul><ul><li>Precious time wasted, missed opportunities </li></ul><ul><li>Get something up and improve and tweak as you go </li></ul>
  11. 11. Wordpress is a beautiful thing <ul><li>Will fit most needs </li></ul><ul><li>Easy to maintain </li></ul><ul><li>Very search engine friendly </li></ul><ul><li>Most popular CMS in use today </li></ul><ul><li>Countless design themes </li></ul><ul><li>Plugins galore (great for connecting social media) </li></ul><ul><li>Inexpensive to host </li></ul><ul><li>http://www.wordpress.org </li></ul>
  12. 12. Don’t over think it
  13. 13. Create & foster relationships <ul><li>Use a CRM </li></ul><ul><ul><li>We use Highrise HQ ( http://highrisehq.com/ ) </li></ul></ul><ul><li>Give them a voice, listen to them </li></ul><ul><ul><li>Surveys & social media posts </li></ul></ul><ul><li>Keep in touch </li></ul><ul><ul><li>eNewsletters http://mailchimp.com </li></ul></ul><ul><ul><li>Social media posts </li></ul></ul>
  14. 14. Always be closing <ul><li>Conversion= The Art of Turning Visitors into Leads/Clients </li></ul><ul><ul><li>Perfect your call to action </li></ul></ul><ul><ul><li>Keep it simple </li></ul></ul><ul><ul><li>Lather, rinse, repeat </li></ul></ul><ul><ul><li>Scarlett’s Landscape </li></ul></ul>
  15. 15. Keep content fresh <ul><li>Content is everything (articles, images, videos, blog posts, press releases etc.) </li></ul><ul><li>You must have a strategy </li></ul><ul><li>Connect all the dots – site, blog, social media, newsletter </li></ul><ul><li>Impossible to rank or make an impact without fresh content </li></ul>
  16. 16. Using ‘search’ to find your profits Search engine marketing
  17. 17. SERP landscape
  18. 18. PPC <ul><li>How the search engines make $ </li></ul><ul><li>You pay $ every time your ad is clicked </li></ul><ul><li>Ad is delivered based on location of searcher and what they are searching for </li></ul><ul><li>Control your budget </li></ul><ul><li>Great way to test market </li></ul><ul><li>Culinary Group </li></ul>
  19. 19. Local Business Directories <ul><li>All search engines offer them </li></ul><ul><li>Claim your listing and fill it with goodies </li></ul><ul><li>My own experience (ratings) </li></ul>
  20. 20. Quest for #1 - SEO <ul><li>Reaching that coveted page 1 ranking can change a business overnight </li></ul><ul><li>Be very careful about fly by night companies </li></ul><ul><li>Rules are always changing </li></ul>
  21. 21. The revolution is upon us
  22. 22. Must start with a strategy <ul><li>Have a plan before you open floodgates </li></ul><ul><li>Be prepared to take time to keep it current </li></ul><ul><li>Don’t need to do all at once </li></ul>
  23. 23. The social network
  24. 24. Facebook marketing <ul><li>Advertiser’s dream </li></ul><ul><ul><li>Facebook ads </li></ul></ul><ul><ul><li>Demographic research </li></ul></ul><ul><ul><li>Cigar night </li></ul></ul><ul><li>You NEED a Facebook page </li></ul><ul><ul><li>Big business </li></ul></ul><ul><li>Facebook tabs </li></ul><ul><ul><li>Like pages on your website </li></ul></ul><ul><ul><li>Lead capture, galleries, etc. </li></ul></ul>
  25. 25. Twitter <ul><li>140 characters of brilliance </li></ul><ul><ul><li>Link to Facebook </li></ul></ul><ul><li>Screen name important </li></ul><ul><li>Do a custom background </li></ul><ul><li>Companies use it for: </li></ul><ul><ul><li>Customer support </li></ul></ul><ul><ul><li>R&D </li></ul></ul><ul><ul><li>Promotions/new products </li></ul></ul>
  26. 26. Twitter To-Dos Get Your Twitter Account Complete Your Company Bio Customize Your Twitter Background Adjust the Design Settings to Incorporate Your Corporate Colours Post Some Good Tweets Before You Start Following Others Conduct a Search and Find Others to Follow Add Your Twitter Information to Your Marketing Materials Start Conversations
  27. 27. Linked In <ul><li>Use to build your Google resume </li></ul><ul><ul><li>Crucial for B2B </li></ul></ul><ul><ul><li>Rank for your name </li></ul></ul><ul><li>Build a killer profile & use it </li></ul><ul><ul><li>Got to be 100% </li></ul></ul><ul><ul><li>Insert keywords </li></ul></ul><ul><li>Join groups </li></ul><ul><li>Next level – Be a LION </li></ul>
  28. 28. Video is YouTubular <ul><li>Video sells better </li></ul><ul><li>Videos show up on SERPs </li></ul><ul><li>Use video everywhere </li></ul><ul><li>Better than reading </li></ul><ul><li>Customize your channel </li></ul>
  29. 29. Social media tip <ul><li>Use a social media dashboard </li></ul><ul><ul><li>Save time </li></ul></ul><ul><ul><li>Adds cool features like scheduled posts </li></ul></ul><ul><ul><li>Some offer great tracking systems </li></ul></ul><ul><li>We use Hoot Suite </li></ul>
  30. 30. Always a work in progress Track your results
  31. 31. Google Analytics is your friend <ul><li>Insert little bit of code to get lots of information </li></ul>
  32. 32. Overwhelmed? Don’t be <ul><li>Focus on a few things and begin </li></ul><ul><li>Find a marketing consultant you trust </li></ul><ul><li>Get the guide… </li></ul><ul><ul><li>Full of great stuff </li></ul></ul>
  33. 33. Thank you <ul><li>Sam Benner </li></ul><ul><li>[email_address] </li></ul><ul><li>805-351-3891 </li></ul><ul><li>Skype: shbenner </li></ul><ul><li>A few of my Social Profiles: </li></ul><ul><li>http://twitter.com/sambenner </li></ul><ul><li>http://www.linkedin.com/in/sambenner </li></ul><ul><li>http://www.facebook.com/sambenner </li></ul>

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