Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Internet Marketing Tactics

An explanation of the Internet Marketing tactics one should consider based on the traditional marketing they are currently using. A presentation geared for the owner of a small to mid-sized business.

  • Login to see the comments

Internet Marketing Tactics

  1. 1. Internet Marketing Tactics, Tactics, Tactics Presented by Russ Henneberry
  2. 2. Two Big Questions <ul><li>How do prospects find your products or services? </li></ul><ul><ul><li>Word of Mouth/Referrals </li></ul></ul><ul><ul><li>Internet Search </li></ul></ul><ul><ul><li>Direct Mail/Catalogs </li></ul></ul><ul><ul><li>Television, Radio, Print Advertising </li></ul></ul><ul><li>How do customers and prospects communicate with your business? </li></ul>
  3. 3. The Big Problems <ul><li>You have limited time </li></ul><ul><li>You have limited money </li></ul><ul><li>The “old way” of marketing isn't working as well as it used to </li></ul><ul><li>You hear distracting rumors </li></ul><ul><li>You need to find something that works and channel your energy to it </li></ul>
  4. 4. How do prospects find your products or services? Blogging Print Ads Podcasting Radio Ads Online Video Television Ads Email Marketing Direct Mail/ Catalog Social Media Word of Mouth/ Referrals SEO/ PPC Google Search Tactic Answer
  5. 5. Tactic: Pay Per Click Advertising <ul><li>What Is It? </li></ul><ul><li>PPC is the purchasing of the small ads on the side of the search results pages on Google, Yahoo, etc. </li></ul><ul><li>How Does It Work? </li></ul><ul><li>You place a bid on a keyword </li></ul><ul><li>Your site will be displayed based on your bid and the quality of the content on your site </li></ul><ul><li>How Do I Get Started? </li></ul><ul><li>Start with a smaller budget, find what works, then scale up. </li></ul><ul><li>Test, optimize, test, optimize </li></ul>
  6. 7. Tactic: Search Engine Optimization <ul><li>What Is It? </li></ul><ul><li>Search Engine Optimization is a series of actions taken to make your site more friendly to search engines to increase “free” or organic traffic to your website. </li></ul><ul><li>How Does It Work? </li></ul><ul><li>Search engines return results based on a search term. (e.g. 'industrial sealants') </li></ul><ul><li>Search engines want to return the most relevant and trustworthy result </li></ul><ul><li>The search engine will use an automated algorithm to determine the order of results </li></ul><ul><li>Search engines take into account the content that is on your site </li></ul><ul><li>Search engines take into account the number of links your site has pointing at it </li></ul><ul><li>How Do I Get Started? </li></ul><ul><li>Hire someone in-house or hire an SEO firm to implement best practices on your website. </li></ul><ul><li>Get a baseline measurement of your traffic </li></ul><ul><li>Measure the results of your efforts </li></ul>
  7. 8. SEO/PPC and the Sales Funnel
  8. 9. Tactic: Social Media <ul><li>What Is It? </li></ul><ul><li>Online Social Media is a new way to communicate </li></ul><ul><ul><li>Businesses are communicating with customers </li></ul></ul><ul><ul><li>Customers and prospects are communicating with businesses </li></ul></ul><ul><ul><li>Customers are communicating with customers </li></ul></ul><ul><li>How Does It Work? </li></ul><ul><li>Same as a any other social setting, tell your story </li></ul><ul><li>They all give users the ability to “turn you on” and “turn you off” </li></ul><ul><li>How Do I Get Started? </li></ul><ul><li>Create a Social Media Plan including: </li></ul><ul><ul><li>Where do our prospects and customers spend time online? </li></ul></ul><ul><ul><li>How can we set up processes so that we can listen and provide value to customers and prospects? </li></ul></ul><ul><ul><li>How can we scale this internally and extend it to all of our customers? </li></ul></ul><ul><ul><li> </li></ul></ul>
  9. 10. Jet Blue Airways on Twitter
  10. 11. Tactic: Email Marketing <ul><li>What Is It? </li></ul><ul><li>Easiest to understand, most difficult to execute properly </li></ul><ul><li>The sending of timely, relevant email messages to people that have asked for it. </li></ul><ul><li>How Does It Work? </li></ul><ul><li>Very Well  </li></ul><ul><li>Very Measurable </li></ul><ul><li>How Do I Get Started? </li></ul><ul><li>Use an email service, do not manage in-house </li></ul><ul><li>Create relevant and timely emails and send them to those that have opted in. </li></ul>
  11. 12. Tactic: Online Video <ul><li>What Is It? </li></ul><ul><li>Short, snack-sized video on your own site and/or shared via YouTube and others. </li></ul><ul><li>How Does It Work? </li></ul><ul><li>Online Video is the fastest growing segment of online marketing. </li></ul><ul><li>It gets information across in a hurry and generally increases conversions </li></ul><ul><li>How Do I Get Started? </li></ul><ul><li>What do our customers and prospects need? </li></ul><ul><li>How can we use video to get them what they need? </li></ul><ul><li>http:// =MC8Zvl-8ziA </li></ul>
  12. 13. Tactic: Podcasting <ul><li>What The Heck Is It? </li></ul><ul><li>Creating audio files and sharing them through places like iTunes. </li></ul><ul><li>What’s it good for? </li></ul><ul><li>Great medium for industries that: </li></ul><ul><ul><li>Change often </li></ul></ul><ul><ul><li>Interesting news </li></ul></ul><ul><ul><li>Are controversial </li></ul></ul><ul><li>How Do I Get Started? </li></ul><ul><li>What do our customers and prospects need? </li></ul><ul><li>How can we use podcasting to get them what they need? </li></ul>
  13. 14. Tactic: Blogging <ul><li>What Is It? </li></ul><ul><li>Blogging gives a business a pulpit to broadcast text, video, audio and images. </li></ul><ul><li>What’s it Good For? </li></ul><ul><li>Providing a community </li></ul><ul><li>Providing a hub from which to broadcast your message </li></ul><ul><li>Providing relevant, valuable information to your prospects </li></ul><ul><li>How Do I Get Started? </li></ul><ul><li>What do our customers and prospects need? </li></ul><ul><li>How can we use our blog to get them what they need? </li></ul>
  14. 15. The Blog as a Marketing Hub
  15. 16. <ul><li>Repetition </li></ul><ul><li>Patience </li></ul><ul><li>Value </li></ul>Internet Marketing Is Different From Traditional Marketing: Parting Words of Advice
  16. 17. Contact Information <ul><li>Russ Henneberry </li></ul><ul><li>314-223-2158 </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul>