Webinar presentation by Ajax Union experts David Gscheidle and Sarah Mogin on April 10, 2013 at noon EDT. Produced by Small Business Expo and hosted by Gary Jesch of WebinarsOnFire - covers lots of ground in Search Optimization - get on webinar via http://sbe03.eventbrite.com
Largest Small Biz B2B Tradeshow in the U.S.• Exhibitor Showcase • Cyber Lounge & Speed• Small Business Networking Workshops • Product Demos• Seminars & Meet-ups Sign up at www.TheSmallBusinessExpo.com or call us at 212-404-2345.
Class-A Midtown Spaces • Turnkey Solutions• Prestigious Manhattan locations• Fully furnished, wired, and serviced• Variety of suite configurations• Boutique Virtual Space solutions available Sign up at www.Emerge212.com or find out more at 212-404-2000.
Internet Marketing To Grow Your Business• SEO • Social Media• PPC • Email Marketing• Online PR • Video Visit www.AjaxUnion.com or call 800-594-0444 to get started!
Agenda – SEO & Social Media• Setting Goals for Your Online Marketing Campaign• Where Should I Start? SEO vs. Social vs. PPC• Google Penguin: New Standards in Linkbuilding• Tracking, Reporting, and Campaign Analysis• How To Prospect Over Social Media
Agenda – Google AdWords & Q&A• Introduction to Google AdWords• Optimizing AdWords for an Increasingly Mobile World• Conversion Optimization Tips for Your Website Special Offer Q&A Session
Where do I start?Setting Goals • Sell 10 products each day • Build brand awareness • Collect 5 quality leads each day • Engage existing users • Bring 40 unique visitors to website each day
Where do I start?Determining Strategies• What strategies will help me meet my goals?• Where is my time and money best spent?• SEO vs. Social Media vs. Pay Per Click
SEO vs. Social Media vs. Pay Per Click Pick your strategy based on your goals and industry: SEO Social Media Pay Per ClickLong Term Strategy Brand Awareness Quick ResultsDrive Traffic Customer Engagement Targeted TrafficFree Natural Traffic Find New Fans Customized MessageBroad Global Reach Great For Visual Options for Branding Industries
What is Google Penguin? Major algorithm update from April 2012 that cracked down on unnatural links.Unnatural Links: Paid, spammy, or unrelated linksleading to your website.
New Rules in Linkbuilding With Penguin, it’s important to vary your anchor text so that it appears natural to Google. How Links Work • HTML Code: <a href=“http://www.yoursite.com”>Anchor Text</a> • How It Looks: Anchor Text
Linkbuilding in Action Site: JoesSunglasses.com • Keyword: Gucci Sunglasses Anchor Type Example PenguinExact Match Gucci Sunglasses NoLatent Semantic Indexing Gucci Shades YesNaked JoesSunglasses.com YesJunk Click Here YesBranded Joe’s Sunglasses Yes
Tracking and AnalysisThere are a number of great tools touse to track your results: • Google Analytics • Facebook Insights • Google AdWords • RankChecker • Webmaster Tools
How to Track PerformanceIt is important to track results and keep records to compare by day, month, quarter, and year to accurately gauge growth. Marketing is about TESTINGHaving enough accurate data will help influence your decisions and get the most out of your strategies.
Data AnalysisAnalytics will help to: • Identify trends • Confirm or disprove assumptions • Make changes to strategy based on data • Guide time and money effectively • Influence new ideas for future campaigns
What can social media do for you?Brand your business • Demonstrate credibility • Highlight services/offerings • Showcase customer serviceConnect directly to decision makersCollect email addresses
Social Profiles You Must HaveRepresenting your business on social media is as important as having a website.
Facebook & Twitter• Reserve a custom URL like: www.facebook.com/AjaxUnion• Set up a Facebook Ad Campaign at $5/day. Aim to pay under $1 per click.• Design your Twitter profile background• Follow competitors’ followers
LinkedIn & Google+• Sign up for a premium account• Send an InMail• Add one app to your profile (e.g., Slideshare)• Join (or start) a community• Identify top industry leaders on Google+ and reach out
What is Google AdWords?AdWords is Google’s online advertisingprogram •Advertisers select keywords; ads appear next to the search results on Google.com •Ads can also show on hundreds of thousands of other websites •AdWords is a live auction for keywords
Common Questions for New Advertisers Is AdWords appropriate for Which keywords should my small business? I use?How do I get my ad inthe #1 position? How will I be charged? How do I write a great ad? Where will my ads appear?
How does AdWords work? Instant Auction A live auction is run for every search Ad Position = Quality x Your Bid Quality Factors: Clickthrough rate, keyword relevance, ad relevance and historical performance
Target Mobile Devices DifferentlyWeb-based sales completedon phones will make up 5.2%of Internet buying this yearand 9.5% by 2015.-Emarketer Inc.
Take Advantage of Mobile MarketingGoogle has released new “Enhanced Campaigns” thatchanges the way we target mobile devices.• Bid Multiplier on keywords for mobile bidding • Choose to bid more or less on mobile devices depending on success
Take Advantage of Mobile MarketingGoogle has released new “Enhanced Campaigns” thatchanges the way we target mobile devices.• Create separate ads that target only mobile devices • Mobile users tend to use shorter, more general keywords • Ad Text should be brief and to the point
Take Advantage of Mobile MarketingGoogle has released new “Enhanced Campaigns” thatchanges the way we target mobile devices.• Take advantage of mobile tracking • Use Call extensions in ads for users to easily call • Google supplies dynamic phone numbers to track which keywords led to each call, and total length of call • Conversions can be setup for phone call goals
Turning Visitors Into Conversions• Make navigation simple and contact easy• Use a strong call to action to guide the user in the right direction• Show user that they can trust you and your advantages over competitors
Clear Navigation• Think like the consumer• Links to all possible topics they could be looking for• Multiple sorting methods• E-commerce Sites tend to benefit from Vertical Sidebars while Service Sites tend to benefit from Horizontal navigation• Send users to the most relevant page immediately• Links to Social Networking Sites
Easy to Contact• Email Signup Box on ALL Pages• Toll Free Number in Header• Live Chat• Contact form on as many pages as possible• Social Networking Links on ALL Pages• Strong Call To Action •Save 20% Today •Call for a Free Quote •Schedule an Appointment
USP and Trust Points• Show Customer Reviews and Testimonials• “Why Choose Us” Page• Money Back Guarantee• BBB Logo• 100% Customer Satisfaction Seal• Free Shipping• 30 Day Returns• McAfee Logo• Industry Seals and Badges
SPECIAL BONUS!Get 50% Off Our B2B Marketing Seminar at the New Yorker Hotel! To save, use the code 50BIZ507 at: http://ajaxb2bmarketing.eventbrite.com
ANOTHER SPECIAL BONUS!BUSINESS OWNER NETWORKING EVENT To RSVP for this exclusive event, visit: http://www.ajaxunion.com/ceonetworking/ OR email ElleS@AjaxUnion.com
Your Questions Are Welcome Press *2 to raise your hand if you are calling in on the phone, or type your question into the box on the left side of the Webinar Page.
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Following This Webinar, Join us for a Deep Dive• We come back for an SEO Strategy Workshop• You can ask more questions and get more details• We’ll use desktop sharing and HD webcams in GoToWebinar• You will learn how to make important SEO decisions like the experts• 2013 is the year Google changed everything – don’t be caught in the dark and let your website efforts suffer Click the button on the left or go to http://ccall.co/ajax