Internet Marketing 2010
It’s Not Just About Websites Anymore!
Components of a Good IM Strategy
Prepared & Presented By:
Su...
Agenda
• Internet Marketing Trends
• #1 Priority - Center of Your eMarketing Universe
• Search Engine Optimization (SEO)
•...
Why Do People Go Online?
Internet Marketing Trends
Media Dollars Shifting to
Digital in Downturn
“Budgets were more likely to be cut than increased...
Small Business Marketing Spend
“Almost two-thirds of small businesses that expected increased revenues had
raised or plann...
SMB’s More Likely to Use Digital Than Traditional Media
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 Spend...
Search Engines and Directories
Source: Net Ratings. January 2004
The most visited sites on the Internet:
(December, 2008 -...
So to Sum it Up:
• Everyone Uses Search Engines to Research,
Compare, and Make Buying Decisions
• Few Use the Yellow Pages...
IM System FlowChart
Internet
Marketing
System
Paid Search
(PPC)
Search
Engine
Optimization
(SEO)
Email
Marketing
Social Me...
#1 Priority – The Online “Face” To
Your Company
• Conversion-based Design – An investment with a return …
• Start by ident...
#2 - Search Engine Optimization
• “On-Page” or “Organic” optimization
• Landing Pages – Your Prospects First Stop
• “Off-P...
#3 - Paid Search Marketing (PPC)
• Immediately Attract Your Target Market
• Seasonally & Geographically Friendly
– Run Sea...
• 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...
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 rat...
#4 - Social Media
social media is basically a
conversation
hi whats up?
social
media
SMM is…
Starting a Conversation
Engaging Clients
Online Brand Reputation Management
A realm where ‘Consumers Rule’
An...
Social Media Marketing
• In 2008, 79.5 million people, or 41% of the US Internet user
population, visited social network s...
SEO & SMO Work Together
• Just adding pages and pages
of content as an SEO strategy
doesn’t cut it anymore
• Social Media ...
•MySpace
•Facebook
•Bebo
•Orkut
Social Networking
Sites
•Digg
•Technorati
•Stumbleupon
•Del.icio.us
Social
Bookmarking Sit...
Why Do You Need A SMM Strategy?
What an Effective SEO/SMO
Strategy Will Help With
Increase
Brand
Awareness
Promote
Products
Promote
Services
Get Indexed
Q...
Social Media Marketing
Typical Approach
• Evaluation & Develop SMM Strategy
• Creation of Facebook, Website Blog
• Trainin...
Permission-Based Email Marketing
Leverage Your Most Important Asset
• Market to your Customer list of email addresses
• Pe...
Web Analytics
• Analytics is…
• A NECESSITY
• A way to Track and Measure your Internet Marketing
• A way to maximize ROI
•...
6/2/2010 31
About WSI
• WSI currently has over 1,500 offices in 93
countries – 13+ office in Wisconsin
• We have helped th...
6/2/2010 32
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 important for an overall internet marketing strategy.

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

  1. 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 www.WSIprositebuilder.com | Info@WSIprositebuilder.com Certification in Advanced Search Engine Marketing Strategies Member of Search Engine Marketing Professionals Organization
  2. 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. 3. Why Do People Go Online?
  4. 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. 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. 6. SMB’s More Likely to Use Digital Than Traditional Media
  7. 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. 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. 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. 10. IM System FlowChart Internet Marketing System Paid Search (PPC) Search Engine Optimization (SEO) Email Marketing Social Media (SMO) Targeted Traffic
  11. 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. 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. 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. 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. 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. 16. #4 - Social Media social media is basically a conversation hi whats up? social media
  17. 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. 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. 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. 20. •MySpace •Facebook •Bebo •Orkut Social Networking Sites •Digg •Technorati •Stumbleupon •Del.icio.us Social Bookmarking Sites •Wikipedia •Scribd •Squidoo •Gather Content Sharing Sites •YouTube •Flickr •Photobucket •Metacafe •Last.fm Video/Photo/Music Sharing Sites •Blogger •Wordpress •Moveable Type •Yahoo 360! •MSN Spaces Blogging Sites Types of Social Media
  21. 21. Why Do You Need A SMM Strategy?
  22. 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. 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. 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. 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. 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. 27. 6/2/2010 32

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