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Online marketing 101


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An Introduction to online marketing concepts and theories

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Online marketing 101

  1. 1. Young Women Social Entrepreneurs – Los Angeles<br />Online marketing 101<br />
  2. 2. Zen Goddess<br />
  3. 3. Charlene Iniguez<br />7 years online marketing experience<br />My work in a nutshell:<br />Goal Oriented<br />Measurable<br />Efficient<br />Director of Monetization & Analytics, Perfect Market<br />
  4. 4. Charlene Iniguez<br />@charleneiniguez<br />charleneiniguez<br /><br />
  5. 5. ONLINE MARKETING<br />Marketing of products and services over the internet<br />Which component works for your business?<br />@charleneiniguez<br />
  6. 6. @charleneiniguez<br />WHAT PART OF THE MARKETING FUNNEL DO YOU NEED TO TOUCH?<br />
  7. 7. @charleneiniguez<br />AWARENESS<br />Who are you? Why should I care?<br />Friends and family<br />Writer / News Reporter / Blogger / Celebrity<br />Best achieved through<br />Social Media <br />Online PR<br />Video<br />
  8. 8. @charleneiniguez<br />CONSIDERATION<br />Is it the best choice for me?<br />Friends and family<br />Review Site / Crowd Source<br />Research<br />Best achieved through<br />Organic / Paid Search<br />Social Media<br />
  9. 9. @charleneiniguez<br />CONSIDERATION<br />
  10. 10. @charleneiniguez<br />CONVERSION<br />I am ready to pay!<br />Ease of purchase<br />Site Security<br />Payment Options<br />Best achieved through<br />Organic / Paid Search<br />Analytics<br />Conversion Testing<br />Site Performance<br />
  11. 11. @charleneiniguez<br />Bad shopping cart<br /><br />
  12. 12. @charleneiniguez<br />LOYALTY<br />I always buy from ____ because<br />Trust<br />Reminders<br />Best achieved through<br />Analytics & Research<br />Email<br />
  13. 13. @charleneiniguez<br />ADVOCACY<br />I recommend ____ because <br />Trust<br />Self-motivated<br />Referral rewards<br />Point / Prize Rewards<br />Best achieved through<br />Social Media<br />E-mail<br />
  14. 14. @charleneiniguez<br />WHAT PART OF THE MARKETING FUNNEL DO YOU NEED TO TOUCH?<br />
  15. 15. @charleneiniguez<br />MEASURE! MEASURE! MEASURE!<br />Google Analytics:<br />Website Optimizer:<br />“If you don't know where you are going, any road will take you there. And you'll be miserable.”<br /> - AvinashKaushik<br />
  16. 16. @charleneiniguez<br />MAIN COMPONENTS<br />Search Engine Marketing<br />Search Engine Optimization<br />Paid Search<br />Social Media<br />
  17. 17. @charleneiniguez<br />Search ENGINE MARKETING<br />Google is still king<br /><br />
  18. 18. @charleneiniguez<br />SEO vs. PPC?<br />Search Engine Optimization / Organic Rankings<br />Long-term<br />Irregular traffic<br />Caffeine – June 8, 2010<br />Panda USA – Feb 24, 2011 (USA)<br />Paid Search<br />Quick<br />Targeted (geographic location, time, website, interest)<br />Return on Investment<br />
  19. 19. STEP 1: KEYWORD RESEARCH<br />AdWords<br />Keyword Tool<br />Traffic Estimator<br />MSFT AD Intelligence<br />Search Trends Over Time<br />Google Trends / Insights<br />Yahoo Clues<br />WordTracker<br />Trellian<br />Hitwise<br />@charleneiniguez<br />
  20. 20. @charleneiniguez<br />COMPANY PROFILE<br />Christine Chang Photography<br />Destination Wedding Photographer<br />Los Angeles<br />San Francisco<br /><br />Marketing Funnel?<br />Consideration<br />Why should people choose her over others?<br />Photographer Industry is competitive<br />
  21. 21. @charleneiniguez<br />KEYWORD RESEARCH<br />Wedding photographer/s<br />Wedding photography<br />Headshots<br />Los Angeles / San Francisco<br />
  22. 22. @charleneiniguez<br />KEYWORD TRENDS<br />January and June are peak months<br />
  23. 23. Headshots is only big in Los Angeles<br />@charleneiniguez<br />KEYWORD TRENDS<br />
  24. 24. @charleneiniguez<br />SEO BASICS<br />Build a great website<br />Have web analytics in place as a start<br />Become a student of SEO<br />Include a site map page<br />Make SEO Friendly URLs<br />Do keyword research at the start of the project<br />Use a unique and relevant title and meta description in every page<br />Write good relevant content<br />Build links intelligently<br />Use Press Release wisely<br />