Internet Marketing 101 - Online Marketing Bookcamp


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Learn the secrets to marketing your business online. You'll discover what really works when marketing your business online. Complete with social media, mobile marketing, local search, email strategies, and more.

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Internet Marketing 101 - Online Marketing Bookcamp

  2. 2. Introduction: About Me  Andy LaPointe  Small Business Owner  Marketing Consultant  Help businesses keep up with evolving marketing trends  Create and manage unique marketing strategies  Both online and offline strategies (though this presentation is mostly about the earlier!)
  3. 3. Introduction: Background  A lot of people like to know my “credentials”, so here you go!  15 years in the corporate world. I was Registered Investment Advisor. Specialized in implementing retirement plans and exit strategies for small business owners  2001started a home based business marketing super fruit products. Now distributed in 42 States and 5 Countries across the globe  2005 officially resigned from the corporate world
  4. 4. Introduction: Keys to Success  What is Internet Marketing?  On-Page “SEO” – Examples and Importance  Off-Page “SEO” – Examples and Importance  Social Media – Updating and Going Viral  Search Engines – Secrets of Local Search & PPC  E-Mail Marketing – Staying in Touch  Mobile Marketing – The Future of Marketing  Open Forum – Answers to Your Questions
  5. 5. What is Internet Marketing? Internet Marketing
  6. 6. What is Internet Marketing?  Internet marketing, also referred to as i-marketing, web- marketing, online-marketing, Search Engine Marketing (SEM) or e-Marketing, is the marketing of products or services over the Internet. - Wikipe dia De finitio n  Internet Marketing is really an umbrella term, to cover many new marketing opportunities, thanks advancements in technology.  Please note that “SEO” is NOT internet marketing; it’s simply one very small component of internet marketing.
  7. 7. Topics: -What SEO is and what it is not -On-Page versus Off-Page SEO Search Engine Optimization
  8. 8. SEO – Search Engine Optimization  SEO has become the “go to” term for Internet Marketing, but that’s incorrect.  SEO stands for Search Engine Optimization  So if it’s not Internet Marketing, what is it?  SEO is making your website more appealing to the search engines.  The SE’s look at thousands of very minute details, to help determine your website’s ranking. Many of the strategies you will learn today will help optimize your website, but we will be learning a lot more than just “SEO”.
  9. 9. On-Page SEO  There are two types of “SEO”. On-Page and Off-Page.  On-Page SEO includes everything from your website’s domain name, to it’s title, to your site’s content. Anything that’s directly on your page, would be considered “On- Page”.  Since there are so many variables to consider, I suggest you send me an email, so we can work on your site specifically.  But here are some of the most common issues I see:  Lack of a proper “title” tag  Lack of “header” tags  Poor use of images and “alt” tags  Poor keyword usage and research
  10. 10. Off-Page SEO  Off-Page SEO = Anything you do OFF of your website to help increase your rankings in the search engines.  This is more of what we’ll be working with today.  Examples:  Using Facebook, Twitter, Yelp, and other forms of social media  Article marketing and press releases  Local directory submissions  Creating “buzz” about your website
  11. 11. Topics: -What is Social Media? -Why utilize Social Media? -How to utilize Social Media Social Media
  12. 12. Social Media – Explained  What is “Social Media”?  Social Media is a term we use to describe a website where users interact with the website AND with one another.  What are some examples?  Facebook, Twitter, MySpace, & YouTube are all very popular, but many of the new “review” sites are also technically social media. These include Yelp!, CitySearch, and more!
  13. 13. Social Media – Why Use It?  Stay in contact with clients, and keep them up to date  Allow clients to interact with you, your practice, and one another  Incredibly viral and incredibly popular.  Facebook alone boasts over 400 million users, spending more than 500 billion minutes per month on the site.
  14. 14. Social Media – How To  Now that you know how important social media is, what steps can you take to start utilizing it?  Sign up for:  Facebook  Twitter  Yelp!  And a number of others  I have a special report for you, which includes sign-up links to the most important social media websites, we’ll cover that later.
  15. 15. Social Media – Now What?  Now that you’ve got accounts at some of the most popular social media websites, it’s time to take action, and use them to your benefit!  Sites like Yelp! don’t require much in the line of “maintenance” after the initial setup.  However, try to update Facebook and Twitter at least 1 time per week.  Shoot for 2-3 times per week  Have special offers for your followers  Ex. offer a 10% discount on dog food on Tuesdays, and remember to make that update every week!
  16. 16. Social Media – Marketing  Here’s where it can become incredibly useful  Offer specials when you historically have a slow period  Say, for example, you only sell 5 bags of food on average in June, but 6 bags every other month. Run specials during your “slow” times, to keep your numbers up; but more importantly, your clients returning.  Update your status, or tweet, the day before, and the day of (if you’re doing daily deals).  Update every day if you’re running a deal for a week  Update every 2-3 days if you’re going any longer than one week. People will get overwhelmed if you update the same deal every day for a month straight!
  17. 17. - What is “Local Search”? - Why it’s Important - How to use it to your advantage Search Engines and Local Search
  18. 18. Local Search - Basics  What is “Local Search”?  Also called “geo search” or “targeted search”  Would be considered “Off Page SEO”  Local searching has become much more popular  Instead of just searching for information, people have started using the internet to find local businesses  Much like they would use a phone book  Ex: “Albany Plumber” or “Accountant in Albany”
  19. 19. The local results are in the highlighted box, lets take a closer look. Google Results Page
  20. 20. As you saw in the last picture, they are placed ABOVE the “organic” search results. These are prime realty! These Are The Google Local Results
  21. 21. Local Search – How To  To add your business to Google Local, it’s incredibly simple.  Just go to and follow the on screen directions.  Be sure to check out the website I’ll be giving out later on for more tricks, and some important tips!
  22. 22. Overview, benefits, and tips! E-Mail Marketing
  23. 23. E-Mail Marketing  If you’re doing any form of marketing online, I would be willing to bet it’s email marketing.  Why use email?  It’s very cost-effective  Much less expensive than direct mail  As long as it’s not abused, can actually have a much higher read-rate than direct mail
  24. 24. E-Mail Marketing  In my personal experience, the best email capturing and management software (called an autoresponder) is AWEBER.  Less than $200/year, best features  Have heard great things about a number of other suppliers as well  The main goal here is to stay in touch with clients  Collecting email addresses also makes it MUCH easier to gain Facebook and Twitter followers  Also ask for reviews on sites like Yelp! This will help increase your search engine position, plus
  25. 25. The Future Of Internet Marketing Mobile Websites
  26. 26. The Mobile Internet  Let’s look at some “mobile internet” stats – I think you’ll be shocked!  There are fourtimes as many mobile phones sold as PCs - That's 4x more potential visitors!  1.3 billion people worldwide can access the internet on theirmobile devices.  87 million U.S. mobile users subscribe to mobile Internet services  Less than 1% of .com, .net, sites are mobile web friendly - This means there's a 99% chance your site isn't mobile web friendly!  It's the new frontierof marketing - Plain and simple, you need to be on the mobile web. If you're not, your competition will be.
  27. 27. The Mobile Internet Continued  This is the future of internet marketing, and 99% of all .com websites are not optimized to be viewed on a mobile phone.  Mobile phones access the “same” internet, they just use different technologies to access it  WAP – Almost every phone made since 2004 is WAP enabled  3G – Or similar (EDGE, 4G, etc) has become the standard mode on spartphones and newer cell phones (2008 +)  WiFi – The same “WiFi” we use on our laptops
  28. 28. The Mobile Internet Continued  Since they use different technologies to access the internet, they have specific needs that must be met.  Phones are slower, making it necessary to have a stream-lined version of your website (less images, etc)  Phones have much smaller screens, requiring optimized designs  Phone users are looking for quick answers, not a wealth of information – cut the “fluff”  Phones lack the support for many new web technologies such as Flash and many scripting
  29. 29. The Mobile Internet: Example When viewed on 3G WAP A ProperMobile Website
  31. 31. Conclusion  I have set-up a password protected page on my site, only open to the attendees today. Write it down!   You will find:  A copy of this presentation complete with notes  Step-by-step directions for setting up a Google Local Business account, a Facebook account, and a whole bunch more  A bunch of tips and tricks to keep your customers happy, and returning again and again!  Reports and white papers on increasing your online presence, and your bottom line.
  32. 32. Conclusion  In addition to the website, I have create an entire 16-week step-by-step coaching course to maximize your Internet Marketing and Social Media ROI  Just visit:  In the coaching course, you’ll also receive a 30 minute phone consultation to answer any of your questions. (Normal fee $300/hr).
  33. 33. 231-676-0453 Andy LaPointe