An Internet Marketing Program for Small Businesses and Entrepreneurs


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An overview of internet marketing for small businesses and entrepreneurs, providing tips and links to resources. This internet marketing program encompasses keyword research, article marketing and web 2.0 sites, such as hubpages, through to new social media sites, such as facebook, and networking sites like LinkedIN.

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An Internet Marketing Program for Small Businesses and Entrepreneurs

  1. 1. The Internet Marketing SystemforSmall Businesses and Entrepreneurs<br />practical and realistic<br />Paul Taylor<br /><br />
  2. 2. Who am I<br />Paul Taylor<br />25 years in marketing management and consulting<br />worked in 20 different countries<br />degrees from Oxford University and Cass Business School<br />click for more at: (<br />
  3. 3. Introduction<br />this presentation will:<br />introduce you to an internet marketing system that could dramatically improve your business performance<br />show you all the channels you can use to communicate with your potential customers<br />provide tips, how-to’s and what-not-to-do’s<br />link to resources for more information<br />give you the ‘big picture’ perspective on internet marketing – and what steps you can take to transform your marketing effectiveness<br />
  4. 4. What’s on the agenda ...<br /> ... plus 2 other mystery topics at the end!<br />
  5. 5. How many people do you think click on the first result when they do a Google search?<br />
  6. 6. It pays to be number 1!<br />
  7. 7. First, try look through Google’s eyes<br />search engine position is driven by:<br />quality of your content<br />‘votes’ in the form of links to your site from others<br />but - some votes count more than others – link weight is important<br />
  8. 8. Google looks for quality independent votes<br />search engine position driven by:<br />quality of your content<br />‘votes’ in the form of links to your site from others<br />but - some votes count more than others – link weight is important<br />Links to your site created by you have little weight ...<br />... unless the link is part of content ‘approved’ by a third party<br />
  9. 9. So our focus is:<br />your content<br />links to your site<br />Here is where we will begin<br />keep in your mind that the start point for many people is a search engine<br />they type a phrase and the results appear<br />but how does what you write on a web page affect your position?<br />
  10. 10. But – it’s hard to get there<br />remember our chart, if you’re not on page 1, you almost don’t exist<br />you are unlikely to get to page 1 on a broad search – eg golf clubs<br />you have to compete on specific keyword phrases – eg golf club head covers for irons<br />the phrases receive fewer searches but you if you are on page 1, you get clicks<br />
  11. 11. The pie may be smaller – but at least you get a slice!<br />
  12. 12. It starts with keywords<br />undertake research to establish search phrases that you can compete on<br />optimize your content for these phrases<br />create links to your site that use these keywords<br />find out how at:<br />
  13. 13. Important – you need a system<br />As you will have seen on the introductory mindmap, there are many options for internet marketing<br />It is difficult if you just plunge in<br />You need a system to:<br />keep track of what you have done<br />guide you in your next actions<br />provide detailed and big-picture perspectives<br />find out more at:<br />
  14. 14. Backlinks (links to your sites) are critical<br />they are a major driver of your search engine position<br />they are links that people can click and so provide your site with visitors<br />but remember – links differ in value – a useful indicator of the value of a link is Google PageRank<br />find out more at:<br />
  15. 15. Backlink Tips<br />Don’t go too quickly – it suggests spamming<br />Use a multi-channel approach<br />Google loves videos and blogs<br />Focus on quality sites – more in a moment!<br />Use a linking pattern<br />Create quality content<br />... let’s consider linking patterns and quality content in more detail<br />
  16. 16. Link indirectly<br />you should create links that point to sites that point to your site<br />this gives the impression of third party approval to your site – particularly if you are clever about it!<br />self-promotion is frowned upon – a link from you to you is worthless<br />a reviewed articleor popular video with a link to you counts for much more<br />so link to your articles and videos primarily<br />find out more at:<br />
  17. 17. Content really is King!<br />quality content drives natural human traffic – people link to you, bookmark you<br />which leads to more people visiting and linking<br />which increases your search engine ranking<br />which leads to more people visiting and linking<br />a virtuous circle<br />
  18. 18. Here is where we are up to<br />We will now look in detail at how you can drive traffic to your site<br />
  19. 19. Submit to directories<br />a very common piece of advice is to submit your website to online directories<br />and it is almost certainly a complete waste of time<br />with one exception<br />human reviewed, achingly slow, arbitrary and frustrating – but I still rank on Google page 1 for sites in dmoz that have had no other internet promotion<br />
  20. 20. Social Bookmarking<br />Sites like Digg, Stumbleupon, Reddit have a positive impact on your ranking<br />but it can be very time consuming<br />Automate!<br />find out more at:<br />
  21. 21. Blogs<br />No technical knowledge required<br />Very search engine friendly<br />Quickly indexed because of automatic RSS feeds<br />Commenting allows you to create online conversations<br />Enables subscriptions – keep in touch automatically<br />Lots of plugins to extend functionality<br />Just do it!<br />
  22. 22. Web 2.0 sites<br />Hosted platforms enabling you to create content extremely quickly<br />Search engine friendly<br />Communities can drive traffic<br />Should be a major element in your internet marketing strategy<br />find out more at:<br />
  23. 23. Video Marketing<br /> owns – need I say more?<br />Sites like YouTube are high profile and allow people to comment and subscribe to your videos<br />You can say things differently<br />Videos help to establish trust and credibility<br />find out more at:<br />
  24. 24. Article Marketing<br />Many internet marketers focus solely on article marketing – why?<br />Because at high quality article sites, the content is reviewed – so Google knows it is good – a link from an article has lots of weight<br />Another major element of your internet marketing strategy!<br />find out more at:<br />
  25. 25. Answers Marketing<br />There are many sites focusing on providing answers to questions – questions like “How do I get red wine out of my new carpet” or “How do I adjust the gears on my bike” or “How do I do internet marketing”<br />And if you provide the answer, you can drive traffic to your site<br />find out more at:<br />
  26. 26. Social Media<br />extremely popular – at times they receive more traffic than Google<br />they have member<br />communities and promote<br />connections – perfect for<br />marketing<br />find out more at:<br />
  27. 27. Networking<br />becoming increasingly popular in business<br />make sure that you create your profile and then connect it to all your other activities – blogs, twitter etc<br />multiple backlinks for free<br />and lots of people are updated <br />automatically with your marketing<br />actions<br />
  28. 28. Online PR<br />Press Releases can be sent to a number of online distribution services – these services may be used by journalists and with any luck, your story may be picked up and a story appear on a high profile site or in a quality publication<br />well-crafted press releases can have a dramatic effect on search engine ranking<br />the distribution service you choose is critical<br />find out more at:<br />
  29. 29. Commenting<br />you can achieve backlinks by commenting on blogs and in forums<br />you need to find sites with high PageRank<br />there are many tools that can help<br />find out more at:<br />
  30. 30. Here is where we are up to<br />
  31. 31. Connect the dots<br />Use services like mybloglog and friendfeed to link all your activities together<br />this will certainly help with Yahoo search<br />connect all your profiles:<br />LinkedIN<br />Twitter<br />Facebook<br />Yahoo<br />Ning<br />Xing etc<br />
  32. 32. Ping<br />you could sit and wait for the search engines to come and find your content or you can ping<br />pinging is a way to let the internet know that your content has been updated<br />you should ping every RSS<br />feed relating to your content<br /> – from blogs, videos and social<br />bookmarks to lenses, articles<br />and hubs<br />find out more at:<br />
  33. 33. Be systematic<br />The preceding slides – all 32 of them – should have convinced you, if you weren’t already, that you need to be organized and systematic in your internet marketing approach<br />Here is one option you may wish to consider:<br /><br />
  34. 34. Mystery Topics<br />I mentioned at the beginning that there would be two mystery topics at the end<br />There are two incredibly important elements in the internet marketing mix that I have not yet mentioned ...<br />
  35. 35. Mystery Topic 1 - Newsletters<br />For many internet marketers this is<br />the most important element in the mix -<br />in fact, some would say the point of<br />all the other activities is to build your<br />email newsletter list<br />your list enables you to communicate on an on-going basis with your subscribers – they don’t have to remember to return to your website; you are in control.<br />your list becomes the primary source of new business as you introduce new products<br />find out more at:<br />
  36. 36. Mystery Topic 2 – Pay Per Click<br />why bother struggling to get to the top of Google when you can just buy your place at the top?<br />pay per click enables even the smallest companies to compete with the big hitters on the internet – but remember<br />pay per click is the fastest way to make money and the quickest way to lose it<br />find out more at:<br />
  37. 37. Thanks for your time – any feedback gratefully received<br />Lots more resources on my website – particularly on how you can increase your productivity and effectiveness by automating much of your internet marketing<br />