1. Internet Marketing Pitfalls
& Goldmines
 Kat & Mouse Co.
 Internet Marketing Services
 9-4-12
10/3/2012 1

2. Agenda
 Introduction
 Website Pitfalls & Goldmines
 Social Media Pitfalls & Goldmines
 SEO Pitfalls & Goldmines
 Email Pitfalls & Goldmines
 Paid Ad Pitfalls & Goldmines
 Messaging & Content Pitfalls & Goldmines
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3. Pitfalls & Goldmines
Internet Marketing is constantly changing
 Google search engine
 Facebook features
 More and more social media & sharing sites
 Customers EXPECT video on your site
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4. Pitfalls & Goldmines
 Basic principles of marketing are lost
 How to keep up?
 Measurable goals
 Investing wisely
 Reading online
 And. . . . . coming to our workshops!
 Today we’ll review highlights. . .
 Even more info in workshops
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5. Website Pitfalls
Rushing to market
 Failing to establish goals and develop
accordingly
 Market research
 Keyword research
 Persona development
 Individual page goal setting
 Content development

6. Website Pitfalls
Pretty design
 Is not enough?
 Can be too much
 Can get in the way of goals and usability
 Websites in a day – Pretty is is not as
pretty does

7. Website Pitfalls
Layout & Navigation
 Can block goals and inhibit sales
process
 Interferes with SEO

8. Website Pitfalls
Copy
 Beware of welcome
 No value proposition or too many
 No memorable brand experience
 No call to action

9. Website Pitfalls
Competitors just a click away

10. Website Goldmines
 Wordpress
 Marketing and optimized copy to capture and
convert
 Ready-made plugins
 Contact forms
 Lead capture
 Integrated blog to establish authority and for SEO
 Videos
 Social media plugins
 Live chat, “Call Now” buttons and tools

11. Social Media
Pitfalls
 Too many sites!
 Easy to waste time
 Learning curves are steep, things change!
 How much time should you spend on each?
 Posting with no plan or goals
 “Random” posts ok in moderation
 Are you telling a story?
 Focusing on “Likes”
 Misusing personal v. business sites
 Failing to get engagement
 Paying for unnecessary subscription tools like Deluxe Social
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12. Social Media
Goldmines
 Focusing on your target customer
Who is enjoying your site?

 What should they do next?
 “Sign up for our newsletter”
 Getting customer to visit your website
 Special offers customers will want to share
 Using video & photos
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13. Social Media
Goldmines
 Establish authority
 Build relationships
 Provide customer service
 Get referrals
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14. SEO Pitfalls
 Not doing it at all
 Not getting enough for your investment
 Under investing
 Falling for phone calls from “Google”
 Falling for inexperienced SEO consultants
 Falling for false promises
 Requires research and know-how
 Going to sleep

15. SEO Goldmines
 Google+ (Places)
 Inbound links
 Social media aka SEOcial
 Blogs
 Website SEO tools and plugins
 Google analytics

16. Email Marketing
Pitfalls
 Over-use of email
You don’t want people to opt-out

 No more than once a week
 No more than one special offer a month
 Using email address without people’s opt-in
 Overly busy emails
 Multiple calls-to-action
 No landing pages for offers
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17. Email Marketing
Goldmines
 Using newsletters instead of promo emails
 Promoting offers using more than one vehicle
Repeat on Social Media

 Repeat on Website
 Repeat with Landing Page
 Repeat with Paid Ads
 Email is a gift – what do they WANT to hear?
 Talk about your customers & partners
 Keep it fun
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18. Paid Ad Pitfalls
 Thinking it costs too much money
 Putting your money where there’s no traffic
 Yellow Pages
 Private networks
 Paid directories
 Irrelevant landing pages
 No calls to action
 No relation to ad
 Poor click-through rate
 Reach Local

19. Paid Ad Goldmines
 Conversion rate optimization
 Keeping an eye on analytics
 Local directories - Yelp, Facebook, Twitter,
Angie’s List, Yext
 Stay tuned to Google+

20. Messaging & Content
Pitfalls
 Too many message per communication
 Too many messages on website
 Too many value propositions
 Over-kill of content
 Not enough content
 No regular changes to content on Website
 Not enough 3rd-party content
 No “proof” content
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21. Messaging & Content
Goldmines
 Online a few things differentiate your business
 Know your competition
 What do you do better?
 What proof do you have?
 Talk about what you’re great at – nothing else
 Talk to your target customer – no one else
 Leverage 3rdparty content
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22. Maggie’s Conclusion
 Keep it simple & short
 Educate yourself! Do your reading & listen to
experts.
 Find your target, then focus on it
 Don’t change the messaging
 Vary the special offers
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23. Kathy’s Conclusion
 Educate yourself! Do your reading & listen to
experts.
 CHASE CUSTOMERS NOT RANK!
 You’re never done. Keep improving.
 Don’t be the hare.
 Stay one step ahead of the competition.
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