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It takes more than just a website - Internet Marketing - What Madison Wisconsin area businesses should know
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It takes more than just a website - Internet Marketing - What Madison Wisconsin area businesses should know


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All businesses should be taking advantage of the internet for marketing their brand, generating leads, nurturing their existing customers, and reducing expense. Find out what major components are …

All businesses should be taking advantage of the internet for marketing their brand, generating leads, nurturing their existing customers, and reducing expense. Find out what major components are important for an overall internet marketing strategy.

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  • 1. Internet Marketing 2010 It’s Not Just About Websites Anymore! Components of a Good IM Strategy Prepared & Presented By: Superior Web Solutions, Inc. WSI – We Simplify the Internet #1 Leader in Internet Business Services Thomas J. Holzkopf - President & Owner Phone: (608) 523-4255 | Certification in Advanced Search Engine Marketing Strategies Member of Search Engine Marketing Professionals Organization
  • 2. Agenda • Internet Marketing Trends • #1 Priority - Center of Your eMarketing Universe • Search Engine Optimization (SEO) • Paid Search Marketing (PPC) • Social Media Marketing (SMM & SMO) • Email Marketing • Web Analytics
  • 3. Why Do People Go Online?
  • 4. Internet Marketing Trends Media Dollars Shifting to Digital in Downturn “Budgets were more likely to be cut than increased for traditional media such as TV, radio and direct mail, but more respondents said they would up their investments in e-mail marketing, search and interactive than said spending would be reduced”.
  • 5. Small Business Marketing Spend “Almost two-thirds of small businesses that expected increased revenues had raised or planned to raise marketing spending, compared with just 32% to 36% of businesses with flat or declining revenues”. “The survey showed small businesses shifting marketing initiatives toward cheaper digital media and away from traditional channels. The top three marketing tools used were social media, e-mail newsletters and search”.
  • 6. SMB’s More Likely to Use Digital Than Traditional Media
  • 7. 1 2 3 5 6 7 -10.00% -8.00% -6.00% -4.00% -2.00% 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% GrowthRate MEDIA US Advertising Spending Growth, by Media, First half 2008 (% change) 1) Newspapers 2) Radio 3) Magazines 4) Television 5) Outdoor Ads 6) Free standing inserts (FSIs) 7) Internet 4
  • 8. Search Engines and Directories Source: Net Ratings. January 2004 The most visited sites on the Internet: (December, 2008 - 8.6 Billion Searches!) • 81% of consumers find websites through search • Approximately 180,000,000/day (>70%) through Google!
  • 9. So to Sum it Up: • Everyone Uses Search Engines to Research, Compare, and Make Buying Decisions • Few Use the Yellow Pages Anymore! • Need To Keep Marketing Even During Downturn • Everyone is going digital! • 5 Years ago versus today • Website minus IM = Brochure & Lost $$$$$$
  • 10. IM System FlowChart Internet Marketing System Paid Search (PPC) Search Engine Optimization (SEO) Email Marketing Social Media (SMO) Targeted Traffic
  • 11. #1 Priority – The Online “Face” To Your Company • Conversion-based Design – An investment with a return … • Start by identifying your online objectives for the website: – Increase BRAND AWARENESS – LEAD GENERATION – E-COMMERCE – INFORMATIONAL or CUSTOMER SERVICE • Identify the “Call To Action”. E.G.: – Submit an online form – Download a brochure or whitepaper – Call your phone number – Buy your products or services online • Design the site to funnel site visitors toward “Call To Action”
  • 12. #2 - Search Engine Optimization • “On-Page” or “Organic” optimization • Landing Pages – Your Prospects First Stop • “Off-Page” optimization – Link Building – Quality Inbound Links Are Gold! • Directories, B2B Portals, One Way Links (PR3 or better) – Interactive SEO – • Social Bookmarks, Social Networking Profiles, Articles, Press Releases • Google & Yahoo Sitemaps & Robots.txt file • No SEO is like TV Commercial & No Air Time!
  • 13. #3 - Paid Search Marketing (PPC) • Immediately Attract Your Target Market • Seasonally & Geographically Friendly – Run Seasonally. Local or Global Advertising! • You Set The Monthly Budget • Only Pay When They Visit • Text, Photo Image, Video Ads & Now More! • Search & Content Network
  • 14. • SEO Visibility •Rank 1,2,3 - 100% •Rank 4 – 85% •Rank 5 - 60% •Rank 6,7 - 50% •Rank 8,9 - 30% • PPC Ads •1 – 50% •2 – 40% •3 – 30% •4 – 20% •5-8 – 10% Prime Real Estate
  • 15. 6/2/2010 18 Best Solution: Combine SEO with PPC 1) Use PPC to get a fast start 2) Let PPC click-through and conversion rates identify your best keywords 3) Target these keywords via SEO 4) Reduce PPC spending as SEO produces high rankings (or not!)
  • 16. #4 - Social Media social media is basically a conversation hi whats up? social media
  • 17. SMM is… Starting a Conversation Engaging Clients Online Brand Reputation Management A realm where ‘Consumers Rule’ Another way for your customers to find you 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 2009 What Is Social Media Marketing
  • 18. Social Media Marketing • In 2008, 79.5 million people, or 41% of the US Internet user population, visited social network sites at least once a month, an 11% increase from 2007. • By 2013, an estimated 52% of Internet users will be regular social network visitors. The steady stream of updates and news will become a weekly or even daily habit for many people.
  • 19. SEO & SMO Work Together • Just adding pages and pages of content as an SEO strategy doesn’t cut it anymore • Social Media is the new way to take your SEO strategy to the next level • Social Media increases the number of high quality links & targeted traffic
  • 20. •MySpace •Facebook •Bebo •Orkut Social Networking Sites •Digg •Technorati •Stumbleupon • Social Bookmarking Sites •Wikipedia •Scribd •Squidoo •Gather Content Sharing Sites •YouTube •Flickr •Photobucket •Metacafe • Video/Photo/Music Sharing Sites •Blogger •Wordpress •Moveable Type •Yahoo 360! •MSN Spaces Blogging Sites Types of Social Media
  • 21. Why Do You Need A SMM Strategy?
  • 22. What an Effective SEO/SMO Strategy Will Help With Increase Brand Awareness Promote Products Promote Services Get Indexed Quickly Dominate The Search Engines
  • 23. Social Media Marketing Typical Approach • Evaluation & Develop SMM Strategy • Creation of Facebook, Website Blog • Training & Coaching – – Facebook, Blogging Etiquette – SEO Best Practices in Blogging • Video & Photo Optimization (tagging + linking) • Submit Video & Photos to Sharing Sites • Optimize Documents & Submit
  • 24. Permission-Based Email Marketing Leverage Your Most Important Asset • Market to your Customer list of email addresses • Permission-based is okay; spamming isn’t – Can-Spam Act of 2003 • Newsletters, special events, promotions to subscribers • Should be informational, add value to the reader • Include links back to your website from your newsletter • Put a subscriber window on every page of your website 84% of consumers surveyed said they liked receiving e-mail from companies they had registered with—and more than one-half saved the messages for later review. 57% of consumers had a more positive impression of companies they had purchased from when they received e-mail from them— and 40% said such e-mail made a future purchase from the company more likely.
  • 25. Web Analytics • Analytics is… • A NECESSITY • A way to Track and Measure your Internet Marketing • A way to maximize ROI • A way to uncover opportunity • Google Analytics, Clicktracks, Urchin • What the Data Tells You • The Balance Sheet of YOUR Business Online
  • 26. 6/2/2010 31 About WSI • WSI currently has over 1,500 offices in 93 countries – 13+ office in Wisconsin • We have helped thousands of companies • Our systems are proven to get results
  • 27. 6/2/2010 32