Internet Marketing Fundamentals - Search Engine Optimization & Social Media

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A fundamental overview of internet marketing including discussions on search engine optimization, social media, email marketing, and analytics

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Internet Marketing Fundamentals - Search Engine Optimization & Social Media

  1. 1. The Next Level of Internet Marketing Prudential California Realty Training Presentation
  2. 2. Today’s Agenda • Introduction • Design that converts • Search engine marketing • Social media strategies • Email Marketing • Analytics
  3. 3. About WSI WSI is a Global Research and Knowledge based organization, specializing in Strategic Internet Marketing, Online Branding and Business Automation. We are the LARGEST Internet Marketing Consulting Company in the World
  4. 4. • Head Office Toronto Canada A Global Network • 1500 offices proven processes – proven results • 87 Countries • 345 Certified Google Experts • 35 Certified Analytics Experts • 28 Certified Conversion Specialists • 381 SEO Content Developers • 182 Certified Landing Page Developers
  5. 5. Local People • Born and raised in Ventura – 3rd generation – know and love this area • Saint Bonaventure High School alumnus • Communications degree from Stanford University • Saw a need
  6. 6. Information Overload • Easy to get overwhelmed online today • We are conditioned to be fearful of what we don’t know • We tend to stay in our comfort zones • Time to overcome and break through
  7. 7. Design that Converts • Site design is critical • Intuitive • Clean presentation • Conversion based architecture – Shopping for a digital camera
  8. 8. Client Buying Decision Funnel
  9. 9. Case Study: Ventura Overhead Door • Using a vendor template website • Lots of money in pay-per-click, not converting • Print marketing was not converting • We started with a redesign of their existing site
  10. 10. Results April 2009 • 1,502 visits • 3,881 page views • 8 submitted contact forms (80% conversion to new business) • Never had received one internet lead before the redesign
  11. 11. Idea 1 - Site Redesign • Wow visitors • Current look & feel • Convert more customers
  12. 12. The Power of Optimization: Search Engine the Internet What is it? • •Ranking for targeted keywords Google’s index stands at over 8 billion pages – When you search your product/service and • 90s area you are in, do you come up? the boom, Millennium • Moving target bust – Goal remains the same, the path • Web 2.0 Internet Marketing (IM) is the does not process of growing and promoting an organization using online media -Wikipedia
  13. 13. Search Engine Optimization Now What has changed? • Google has changed the rules – Content and rich media (video, podcasts, etc.) is king • Mixed media results – Searches result in news feeds, image samples, local business directories, videos, and websites
  14. 14. How Search Engines See Your Site
  15. 15. Important 1st Steps • Meta data – Your site’s first impression to search engine spiders – Title, keywords, description • Alt tags – Tag your images and links with your target keywords – i.e. Google Images
  16. 16. Content is Emperor • Focused – Cover one topic per page – Good internal link structure to allow visitor to dig deeper • User friendly – Simplify your product/service offering into easy to understand layman’s terms
  17. 17. Next Step…Rich Media • Google’s new search engine spider now can index… – The audio track of a video, audio podcast and find keywords – A flash website/file – An RSS Feed for relevant content
  18. 18. RSS Feeds • Simply put – a content feed – Standardized format to syndicate a particular source of information – Blogs put RSS on the map • Why use them? – Steady stream of fresh content on your site – Search engines love them – can easily index the information for keywords
  19. 19. Idea 2 - Blog Campaign • Consistent content • RSS • Search engines love it! • $ effective
  20. 20. Search Engine Results
  21. 21. Pay Per Click – Pros & Cons • Pros – Dominate search results as part SEO campaign – Pay for performance • Cons – 15% of searchers click ads – Ventura County is difficult to target
  22. 22. Case Study Ventura Overhead Door • Search Engine Optimization Campaign – Optimizing main site for targeted keywords – Created and optimized video – In process of adding blog and rss feed as well • Goal – Dominate local searches for garage door sales and service
  23. 23. The video alone has been viewed over 300 times since mid-April
  24. 24. W h a t Is S o c ia l M e d ia Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio. - Wikipedia, July, 2008
  25. 25. social media is also your online reputation
  26. 26. S o c ia l M e d ia N e t w o r k s
  27. 27. Social Media Site Trends YouTube vs. Facebook vs. Twitter
  28. 28. Video is It! And you don’t need to be Scorsese
  29. 29. YouTube in 2008 Consumed As Much Bandwidth As The Entire Internet in 2000
  30. 30. More than 1 in 8 viewers make a purchase after watching a video ad online eMarketer
  31. 31. YouTubing The Search Engines • Often on the first page • Often in the top positions • Can be indexed and ranked within an hour of submission
  32. 32. Facebook • More than 200 million active users – 100 million sign in at least once a day • 2/3 of users are outside of college • Fasting growing demographic is 35 years old or older • No. 1 photo sharing application on the Web (comScore) – 900 million photos uploaded each month
  33. 33. Facebook Business Opportunities • Facebook Pages/Groups – Cause? Go for Group – Business? Create a Page • Case Study - WM – Insights – Cigar Dinner
  34. 34. Facebook Ads • Displayed on profile • Facebook knows you best • Ads you see are based on age, sex, location, political slant, even your profile information: – Hobbies and interests – Pages you are a fan of – Causes you have joined • Let me show you…
  35. 35. Facebook Hi from Janice, click to speak with me now I had “engaged” on my Facebook profile so what kind of ads do you think keep popping up? What kind of ads would show up for a male who is not engaged or married?
  36. 36. • Microblog (140 characters of brilliance) • Screen name important • Who cares? Make them care… • Don’t use it as your ‘personal soundtrack’ • Advanced searching capability • Workaround for 140 character limit
  37. 37. LinkedIn Business Networking & Referrals
  38. 38. Who Is Using Social Media? • The average person spends 2.5 hours a day on social media
  39. 39. Idea 3 - Get Social • Connect with customers • Join the conversation • Manage your online identity
  40. 40. SEO & SMO Work Together Hello. I’m SEO. And I’m SMO.
  41. 41. 7 out of 10 Video Sharing Site Video Sharing Site User Generated Content Video Sharing Site Social Networking Site Video Sharing Site Social Networking SIte
  42. 42. Don’t Forget Email Mktg. • Allows you to maintain good relationships with your existing clients • Ensures that clients visit your website frequently • Segment list appropriately
  43. 43. Tracking Your Progress Web Metrics & Analytics • Success comes from trying, testing and measuring • This allows us to determine what is working and what is not • WSI is proactive in sharing these analytic reports with you
  44. 44. Idea 4 - Google Analytics • Mandatory! • Know what your visitors are doing • Google paying attention
  45. 45. Overwhelmed? We Can Help
  46. 46. We Want to Talk with You  Every Client is Different  Every Campaign is Unique  We Can Help You & Let You Focus on Your Business
  47. 47. Thank You For a copy of this presentation please email me: Sam Benner sam@wsiglobalsolutions.com 805.351.3891

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