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How to Market Yourself Online (and Why)


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Why you want to consider marketing your website. Covers SEO, SEM, online marketing, search engine promotion and social media marketing. Dreamscape Multimedia, Matt Schoenherr

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How to Market Yourself Online (and Why)

  1. 1. How to Market Yourself Online (and Why) by Matt Schoenherr & Wayne Boesiger Dreamscape Multimedia
  2. 2. Today’s Internet Landscape <ul><li>The Internet, in sheer usage, will be 50 times larger in 2015 than it was in 2006. (Web123) </li></ul><ul><li>Traffic projected to increase 500% between 2008 and 2013. </li></ul>
  3. 3. Today’s Internet Landscape <ul><li>According to Alexa and Google, there are approximately 281,000,000 websites in the world. </li></ul><ul><li>As of January 2010, Bing estimates that there are 1 TRILLION pages of content. </li></ul>
  4. 4. Today’s Internet Landscape <ul><li>97% of all consumers use the Internet to research products and services in their local area. (Web 123) </li></ul><ul><li>65% of all consumers cite the Internet as an important or primary source of information for goods and services. </li></ul>
  5. 5. Today’s Internet Landscape <ul><li>USA Today newspaper circulation is down 5% from a year ago, after an 8.7% drop the previous year. </li></ul>
  6. 6. Today’s Internet Landscape <ul><li>Google is used 72% of the time for searches. (Search Guru) </li></ul>
  7. 7. Today’s Internet Landscape <ul><li>Facebook pages are viewed 260 billion times per month. </li></ul><ul><li>(That makes for an average of 860 views per person.) </li></ul>
  8. 8. Today’s Internet Landscape <ul><li>YouTube is viewed 2 billion times </li></ul>
  9. 9. <ul><li>PER DAY </li></ul>
  10. 10. <ul><li>Question: How do your customers find you in all this? </li></ul>
  11. 11. <ul><li>Answer: Rank higher in the search results. Recommendation: Begin with organic traffic. Generates free web traffic to your website or blog. </li></ul>
  12. 12. The Big Question <ul><li>(Why is this important?) </li></ul>
  13. 13. Why Natural Rankings are Important <ul><li>Over 75% of all clicks come from free traffic vs. 25% from paid clicks. </li></ul><ul><li>68% of all free searches occur on page one , with another 17% on page two. </li></ul><ul><li>The majority of seekers do not go past the first five listings on any page. (CC) </li></ul>
  14. 14. How to Achieve Higher Ranking <ul><li>Informative domain name </li></ul><ul><li>Solid keyword research </li></ul><ul><li>Content, content, content (targeted and frequently updated) </li></ul><ul><li>SEO and SEM </li></ul><ul><li>Most important: links, links, links </li></ul>
  15. 15. Wait.. What? <ul><li>Before we go further on about links, we will define two abbreviations: </li></ul><ul><li>SEO and SEM </li></ul>
  16. 16. SEO (search engine optimization) <ul><li>Improving the website itself for Google and other search engines to find it. </li></ul>
  17. 17. SEM (search engine marketing) <ul><li>Marketing the website to the rest of the Internet to make it rise within the search results </li></ul>
  18. 18. SEO 101 <ul><li>How to improve the website itself (SEO): </li></ul><ul><li>Great page title </li></ul><ul><li>Good meta data (keywords, description, etc.) </li></ul><ul><li>Proper formatted content </li></ul><ul><li>2-4% keyword density </li></ul>
  19. 19. SEM 101 <ul><li>How to increase more links back to your website? </li></ul><ul><li>Planting links on other sites </li></ul><ul><li>Mass article publishing </li></ul><ul><li>Mass blog publishing </li></ul><ul><li>Mass video publishing </li></ul>
  20. 20. SEM 101 <ul><li>The amount of links you need at the top of your local searches depends upon: </li></ul><ul><li>Knowing the amount of links your top competitors have </li></ul><ul><li>Knowing where some of your top competitors have their local links </li></ul>
  21. 21. SEM 101 <ul><li>For a link to be the most effective when planted, it should have a keyword in its name. </li></ul><ul><li>No “gimmicky” or “cute” names, but rather a boring name with a good keyword in it. </li></ul>
  22. 22. The Moral of Our Story <ul><li>Proper SEO and SEM can dramatically effect your rank within the search engines. </li></ul><ul><li>(Now.. What about social media?) </li></ul>
  23. 23. Social Media Marketing <ul><li>A couple of facts to review: </li></ul><ul><li>Facebook has 260 billion page views/month </li></ul><ul><li>YouTube has 2 billion views per day </li></ul>
  24. 24. Social Media Marketing <ul><li>Facebook </li></ul><ul><li>Plant yet more links with each post to your site </li></ul><ul><li>Send your content to people throughout Facebook. &quot;List&quot; articles or &quot;tips&quot; articles are especially effective! </li></ul>
  25. 25. Social Media Marketing <ul><li>Twitter </li></ul><ul><li>140 characters maximum is great for announcing specials </li></ul><ul><li>Spreads your message to all of your followers and theirs </li></ul><ul><li>Can also plant links with each “tweet” </li></ul><ul><li>150,000 new users/day </li></ul>
  26. 26. Social Media Marketing <ul><li>LinkedIn </li></ul><ul><li>Is a must to have at least a listing in </li></ul><ul><li>For grown-ups </li></ul>
  27. 27. Social Media Marketing <ul><li>YouTube (or video, in general) </li></ul><ul><li>Can be effective, but only after your site and Facebook are set up and established. </li></ul>
  28. 28. Pay-Per-Click (PPC) <ul><li>Google Pay-Per-Click </li></ul><ul><li>Facebook advertising </li></ul><ul><li>Can be very effective supplements to your Internet marketing. </li></ul>
  29. 29. Pay-Per-Click (PPC) <ul><li>Targeted traffic with a cost </li></ul><ul><li>Craft the ad(s) </li></ul><ul><li>Track campaigns </li></ul><ul><li>Revise accordingly </li></ul><ul><li>Google is the largest ad campaign on the Internet with Facebook being second largest. </li></ul>
  30. 30. Pay-Per-Click (PPC) <ul><li>PPC should be part (but not all) of your Internet marketing. </li></ul>
  31. 31. Your Game Plan <ul><li>Step 1. Make your website the best it can be, keeping Google in mind. </li></ul><ul><li>Step 2. Market your website externally, including planting links on other sites. </li></ul><ul><li>Step 3. Use social media channels to plant more links and spread the word. </li></ul><ul><li>Step 4. Use Facebook ads and Google PPC when you have completed steps 1 through 3. </li></ul>
  32. 32. Need help? <ul><li>Too busy or sane to deal with this? </li></ul><ul><li>Need help getting your website promoted? </li></ul><ul><li>Contact us! </li></ul><ul><li>Dreamscape Multimedia </li></ul><ul><li> </li></ul><ul><li>(517) 394-3000 </li></ul>