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Building an Internet Strategy
      in the Digital Age
          Essentials for Online
Did You Know?
Over 8 Million Views of 3 different versions
Don Schindler
Senior Digital Strategist
The Interactive Classroom
Bringing Web 2.0 to the lecture series




What do you want
to learn today?

Stop Me.
Ask questi...
72.5 % online of total US population in 2008
That’s 220,141,969 people
Generations differ
when it comes to
doing stuff online
Email
Search
Getting News
Health Related
Social Networking

Job Sea...
People Move Fast
Instant Gratification
Instant Response
Instant Exit
Business Moves Slower
             Committee Planning
         Scripted Communication
                Calculated Moves
You can move at the speed of digital
Some would say you have to




 Get A Plan
Normal Marketing Plan
Stick to it




 Business Goals
 Audience
 Competition
 Strategy
 Tactics
 Measurement
 Adjustment
The Puppy Analogy




Thanks for the
free puppy
Now how much is this really going to cost
me.
Internet Marketing Strategy
The basics




 Central Hub
 What used to be a
 website is now a
 mother ship
Internet Marketing Strategy
The basics




 Social
 Network
 The internet is and
 always will be a
 social network
Internet Marketing Strategy
The basics




 Google Rules          Google
                       Yahoo!
                   ...
Internet Marketing Strategy
The basics




 Ads aren’t
 dead               PAID RESULT

 You just need to
 say relevant   ...
Internet Marketing Strategy
The basics




 Central Hub
 The essentials for
 your mother ship
Central Hub
Your Base of Operations




 Domain Name Game
 Know Keywords that are important
 Buy URLS that make sense to y...
Central Hub
Your Base of Operations




 Where’s the
 banana?
 Your Call-to-Action
 (Conversion Point)
 should be obvious....
Central Hub
Your Base of Operations




  Simple Design
  F-Design or how we
  read and interact on
  the web.

  People d...
Central Hub
Your Base of Operations




 Contact Who?
 EVERY PAGE!
 Use a form, address,
 map, phone, and/or
 chat.
Central Hub
Your Base of Operations




     [click image]




                          [click image]



 People expect a...
Central Hub
Your Base of Operations




 Up-to-date info
 & feedback
 Blogs allow for
 interaction and thought
 leadership...
Central Hub
Your Base of Operations




 Widgets & Apps
 Widgets and Web Apps are
 like useful tchotchkies

 Web App for J...
Central Hub
Your Base of Operations




 Social Bookmarking
 Give people an easy way to
 share your website with their
 fr...
Central Hub
Your Base of Operations




 Analytics
 Unique Visits
 Bounce Rate
 Top Landing Pages
 Top Exit Pages
 Referra...
Marketing Strategy
The basics




 Google Rules          Google
                       Yahoo!
                       Micro...
Google Rules
Learning to Speak Search Engine




 What do search
 engines like?
 It all comes down to
 TRUST.

 If you are...
Google Rules
Learning to Speak Search Engine




 Search Engine
 Optimization?
                     URL
              Titl...
Google Rules
Learning to Speak Search Engine




Finding
Keywords
Exploring keywords
via free Google tools


             ...
Google Rules
Learning to Speak Search Engine




 Sitemap
 Google wants to read
 and understand your
 website quickly. Ple...
Google Rules
Learning to Speak Search Engine




PageRank
How does Google rank my page?
Google Rules
Learning to Speak Search Engine




Link Juice
Sites “voting” for each
other. You should
know what to look fo...
Google Rules
Learning to Speak Search Engine




Internal Link Juice
Be careful how you pass it
along
Google Rules
Learning to Speak Search Engine



 How do you show up in SERP
 Directory?
 Be listed in as many local direct...
Google Rules
Learning to Speak Search Engine




 Spying on the
 competition?
 How to find out what the
 competition is do...
Internet Marketing Strategy
The basics




 Social
 Networking
 How to engage your
 customers both
 online and off
Social Networking
Be a Chatty-Kathy




 Why?
 Because that’s where people spend time engaging

 Because it can help you u...
Social Networking
Be a Chatty-Kathy




 I would post videos on
 YouTube of my small
 business that my audience
 might fin...
Social Networking
Be a Chatty-Kathy




 A Page for your
 jewelry business

 A Group for your
 Jewelry Association
Social Networking
Be a Chatty-Kathy
                             [click on the image]




 Lots of chatter – how to
 use i...
Social Networking
Be a Chatty-Kathy




 Your rolodex online that
 can be shared with
 anyone you connect
 to…but you can ...
Social Networking
Be a Chatty-Kathy




 Ning and etc…
 Starting your own social
 network.

 Jewelrylovers.com to
 facilit...
Social Networking
Be a Chatty-Kathy




 Forums/Blogs
 Participation in forums
 and leaving comments on
 blogs is a good w...
Social Networking
Be a Chatty-Kathy




 Reviews
 There are plenty places
 to leave good reviews
 and get bad ones. Google...
Social Networking
Be a Chatty-Kathy




 Alerts
 Make sure you know what
 your brand name is doing
 online with monitoring...
Internet Marketing Strategy
The basics




 Ads aren’t
 dead               PAID RESULT

 You just need to
 say relevant   ...
Ads Aren’t Dead
Right Audience, Right Time, Right Ad




 Google Adwords &
 Yahoo! Smart Ads
 Do it yourself can cost you
...
Ads Aren’t Dead
Right Audience, Right Time, Right Ad




 Research Your
 Audience
 Know and verify where
 your target audi...
Ads Aren’t Dead
Right Audience, Right Time, Right Ad




 Make an Attack
 Plan
 Set your spending limits
 – set your ROI –...
Ads Aren’t Dead
Right Audience, Right Time, Right Ad




 Start Small and Test
 Don’t BUY broad terms with
 high CPC!

 La...
Ads Aren’t Dead
Right Audience, Right Time, Right Ad




 Measure for ROI
 Figure out your ROI for
 every ad placed.
Ads Aren’t Dead
Right Audience, Right Time, Right Ad




 Optimize and
 Adjust
 With all your testing done,
 optimize all ...
Ads Aren’t Dead
Right Audience, Right Time, Right Ad




 Integrate with
 Traditional
 Don’t forget that
 there are a lot ...
Things You Learned Today – PLAN!
The basics


             Central Hub
             Highlight – Where’s your banana?


   ...
MediaSauce has
    many ways to
    help
      - Consulting Time
      - Branding
      - Web Design
      - Video, 3D & A...
Free Puppy Checklist




1. Revisit Marketing Plan
2. Check my website for the Basics
3. Read/Research or Hire an
   “Expe...
Experienced Gunmen For Hire


Talk to the Sauce
Opportunities Assessment – What are your
opportunities online and how to r...
Don Schindler
Senior Digital Strategist




 How to get a
 hold of me
 don.schindler@mediasauce.com
 Twitter: donschindler...
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Building an Internet Strategy for Business in the Digital Age

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This is the presentation from the 1st Quarter of the ISBDC Business in the Digital Age Series. It covers Google Rules, formulating a strategy for business online, and more...

Published in: Business, Technology
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Building an Internet Strategy for Business in the Digital Age

  1. 1. Building an Internet Strategy in the Digital Age Essentials for Online
  2. 2. Did You Know? Over 8 Million Views of 3 different versions
  3. 3. Don Schindler Senior Digital Strategist
  4. 4. The Interactive Classroom Bringing Web 2.0 to the lecture series What do you want to learn today? Stop Me. Ask questions. If you want to do it, let’s do it.
  5. 5. 72.5 % online of total US population in 2008 That’s 220,141,969 people
  6. 6. Generations differ when it comes to doing stuff online Email Search Getting News Health Related Social Networking Job Searching is going through the roof USA Today Poll
  7. 7. People Move Fast Instant Gratification Instant Response Instant Exit
  8. 8. Business Moves Slower Committee Planning Scripted Communication Calculated Moves
  9. 9. You can move at the speed of digital Some would say you have to Get A Plan
  10. 10. Normal Marketing Plan Stick to it Business Goals Audience Competition Strategy Tactics Measurement Adjustment
  11. 11. The Puppy Analogy Thanks for the free puppy Now how much is this really going to cost me.
  12. 12. Internet Marketing Strategy The basics Central Hub What used to be a website is now a mother ship
  13. 13. Internet Marketing Strategy The basics Social Network The internet is and always will be a social network
  14. 14. Internet Marketing Strategy The basics Google Rules Google Yahoo! Microsoft Learn search engine AOL language and speak Ask it fluently
  15. 15. Internet Marketing Strategy The basics Ads aren’t dead PAID RESULT You just need to say relevant PAID things to people RESULT who really care
  16. 16. Internet Marketing Strategy The basics Central Hub The essentials for your mother ship
  17. 17. Central Hub Your Base of Operations Domain Name Game Know Keywords that are important Buy URLS that make sense to your business Valparaisojewelry.com Valparaisopearls.com Valparaisorubies.com
  18. 18. Central Hub Your Base of Operations Where’s the banana? Your Call-to-Action (Conversion Point) should be obvious. Buy Now, Email Address, Phone
  19. 19. Central Hub Your Base of Operations Simple Design F-Design or how we read and interact on the web. People don’t really read – they scan. Click here for more information
  20. 20. Central Hub Your Base of Operations Contact Who? EVERY PAGE! Use a form, address, map, phone, and/or chat.
  21. 21. Central Hub Your Base of Operations [click image] [click image] People expect a lot [click image] Treat your website like a media property with Good Story and Personality
  22. 22. Central Hub Your Base of Operations Up-to-date info & feedback Blogs allow for interaction and thought leadership online RSS news feeds for up- to-date info [click image]
  23. 23. Central Hub Your Base of Operations Widgets & Apps Widgets and Web Apps are like useful tchotchkies Web App for Jewelry – Name that Jewel (rates your knowledge) gives [click here for more examples] score, teaches users and easy to add to site
  24. 24. Central Hub Your Base of Operations Social Bookmarking Give people an easy way to share your website with their friends or coworkers Links you should know: www.delicious.com www.addthis.com www.reddit.com
  25. 25. Central Hub Your Base of Operations Analytics Unique Visits Bounce Rate Top Landing Pages Top Exit Pages Referrals Tracking URLs [click on the image]
  26. 26. Marketing Strategy The basics Google Rules Google Yahoo! Microsoft Learn search engine AOL language and speak Ask it fluently
  27. 27. Google Rules Learning to Speak Search Engine What do search engines like? It all comes down to TRUST. If you are who you say you are then you are OK.
  28. 28. Google Rules Learning to Speak Search Engine Search Engine Optimization? URL Title Tags Meta-Tags Headings Keyword Density Text vs. Images
  29. 29. Google Rules Learning to Speak Search Engine Finding Keywords Exploring keywords via free Google tools [click on the image]
  30. 30. Google Rules Learning to Speak Search Engine Sitemap Google wants to read and understand your website quickly. Please make sure you help it. Sitemap Builder
  31. 31. Google Rules Learning to Speak Search Engine PageRank How does Google rank my page?
  32. 32. Google Rules Learning to Speak Search Engine Link Juice Sites “voting” for each other. You should know what to look for and what to avoid.
  33. 33. Google Rules Learning to Speak Search Engine Internal Link Juice Be careful how you pass it along
  34. 34. Google Rules Learning to Speak Search Engine How do you show up in SERP Directory? Be listed in as many local directories as you can find.
  35. 35. Google Rules Learning to Speak Search Engine Spying on the competition? How to find out what the competition is doing and how they got there. [click on the image]
  36. 36. Internet Marketing Strategy The basics Social Networking How to engage your customers both online and off
  37. 37. Social Networking Be a Chatty-Kathy Why? Because that’s where people spend time engaging Because it can help you understand their needs Because people are getting used to having virtual conversations Because it can help your SERP
  38. 38. Social Networking Be a Chatty-Kathy I would post videos on YouTube of my small business that my audience might find interesting How do I rate jewelry? What I look for when evaluating diamonds?
  39. 39. Social Networking Be a Chatty-Kathy A Page for your jewelry business A Group for your Jewelry Association
  40. 40. Social Networking Be a Chatty-Kathy [click on the image] Lots of chatter – how to use it effectively? Search for jewel lovers, connect to people locally
  41. 41. Social Networking Be a Chatty-Kathy Your rolodex online that can be shared with anyone you connect to…but you can also look at theirs and see easily how you might have a [click on the image] mutual friend.
  42. 42. Social Networking Be a Chatty-Kathy Ning and etc… Starting your own social network. Jewelrylovers.com to facilitate discussions, post videos, and have a blog. [click on the image]
  43. 43. Social Networking Be a Chatty-Kathy Forums/Blogs Participation in forums and leaving comments on blogs is a good way to find out what’s going on in your industry and becoming a trusted expert
  44. 44. Social Networking Be a Chatty-Kathy Reviews There are plenty places to leave good reviews and get bad ones. Google Maps also has reviews on your business.
  45. 45. Social Networking Be a Chatty-Kathy Alerts Make sure you know what your brand name is doing online with monitoring Search Tools.
  46. 46. Internet Marketing Strategy The basics Ads aren’t dead PAID RESULT You just need to say relevant PAID things to people RESULT who really care
  47. 47. Ads Aren’t Dead Right Audience, Right Time, Right Ad Google Adwords & Yahoo! Smart Ads Do it yourself can cost you money with “stupid” tax.
  48. 48. Ads Aren’t Dead Right Audience, Right Time, Right Ad Research Your Audience Know and verify where your target audience is online.
  49. 49. Ads Aren’t Dead Right Audience, Right Time, Right Ad Make an Attack Plan Set your spending limits – set your ROI – know how to measure your goal conversions.
  50. 50. Ads Aren’t Dead Right Audience, Right Time, Right Ad Start Small and Test Don’t BUY broad terms with high CPC! Language Testing – Keyword Testing – Placement Testing – Spend Testing
  51. 51. Ads Aren’t Dead Right Audience, Right Time, Right Ad Measure for ROI Figure out your ROI for every ad placed.
  52. 52. Ads Aren’t Dead Right Audience, Right Time, Right Ad Optimize and Adjust With all your testing done, optimize all campaigns that are converting. Best keywords, best language, best page conversion, best ROI spend.
  53. 53. Ads Aren’t Dead Right Audience, Right Time, Right Ad Integrate with Traditional Don’t forget that there are a lot of people offline. Everything should match and work together. BUT…
  54. 54. Things You Learned Today – PLAN! The basics Central Hub Highlight – Where’s your banana? Social Networking Highlight – Social Networking is for you and your business Google Rules Highlight – Your URL, title tags, keywords are important Ads Aren’t Dead Highlight – Be smart and start small
  55. 55. MediaSauce has many ways to help - Consulting Time - Branding - Web Design - Video, 3D & Animation - SEO & PPC - Social Media Specialists - Traditional Media Click on the image to see our flickr stream
  56. 56. Free Puppy Checklist 1. Revisit Marketing Plan 2. Check my website for the Basics 3. Read/Research or Hire an “Experienced” Person 4. Get A Digital Plan in Place
  57. 57. Experienced Gunmen For Hire Talk to the Sauce Opportunities Assessment – What are your opportunities online and how to reach them Project Blueprint – Just need a tactical piece of the pie like website or video or both Digital Blueprint – Full blown marketing plan including all the essentials as well as how to execute
  58. 58. Don Schindler Senior Digital Strategist How to get a hold of me don.schindler@mediasauce.com Twitter: donschindler IM: donissauced Cell: 317.496.2334

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