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The Good, Bad & Ugly of Internet Marketing

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Too many businesses are losing money online or spending it unnecessarily, and too often it's the result of lies, scams or well-intentioned but woefully inept consultants who promise the moon but don't know how to deliver. Here are some things small business owners should watch out for to avoid getting scammed and some good advice on how to make better decisions for their website, SEO, social media marketing, mobile marketing and PPC.

Published in: Business, Technology

The Good, Bad & Ugly of Internet Marketing

  1. 1. w w w . k a t a n d m o u s e . c o m The Good, Bad & Ugly of Internet Marketing By Kathy Long
  2. 2. w w w . k a t a n d m o u s e . c o m Interludeclick to enjoy
  3. 3. w w w . k a t a n d m o u s e . c o m Why am I on my soapbox?
  4. 4. w w w . k a t a n d m o u s e . c o m Why? • Scams • Lies • Well intentioned, but misinformed
  5. 5. w w w . k a t a n d m o u s e . c o m True “If you pay peanuts, you get monkeys."
  6. 6. w w w . k a t a n d m o u s e . c o m True “If you pay premium, you get peanuts."
  7. 7. w w w . k a t a n d m o u s e . c o m 5 Essential Elements for Online Success • Messaging • Website • Visibility (SEO) • Social Media Marketing • Mobile • PPC
  8. 8. w w w . k a t a n d m o u s e . c o m Messaging
  9. 9. w w w . k a t a n d m o u s e . c o m Messaging Your messaging lets the person receiving your message know how your offer will help them, why they should choose you over others, and why it’s worth spending money on.
  10. 10. w w w . k a t a n d m o u s e . c o m • No competitive analysis, therefore no differentiator • No value proposition • No consideration for customer • Not evident enough • No call to action Bad & Ugly Messaging
  11. 11. w w w . k a t a n d m o u s e . c o m The Good Messaging • You have what I need! • You really can! • You’re better! • I know what to do!
  12. 12. w w w . k a t a n d m o u s e . c o m Messaging Value Proposition Differentiator Proof Points Call to Action All for the right person at the right time.
  13. 13. w w w . k a t a n d m o u s e . c o m Messaging Framework
  14. 14. w w w . k a t a n d m o u s e . c o m Messaging Framework Click to download
  15. 15. w w w . k a t a n d m o u s e . c o m Example Chiropractor
  16. 16. w w w . k a t a n d m o u s e . c o m Click to view
  17. 17. w w w . k a t a n d m o u s e . c o m Click to view
  18. 18. w w w . k a t a n d m o u s e . c o mClick to view
  19. 19. w w w . k a t a n d m o u s e . c o mClick to view
  20. 20. w w w . k a t a n d m o u s e . c o m Give interior pages the same importance • Blog should be integrated with the rest of the site • Calls to action should be there • Messaging about who you are should be there Not Good
  21. 21. w w w . k a t a n d m o u s e . c o m $10K a month on PPC ads that led women to this page on keywords: • Endometriosis surgeon • Endometriosis treatment • Endometriosis pictures • Endometriosis symptoms Poorly converting home page
  22. 22. w w w . k a t a n d m o u s e . c o m More targeted messaging resulted in cost per conversion drop from $350 a to $169 Better converting home page Addresses the pain immediately. You say, “I’ve come to the right place.”
  23. 23. w w w . k a t a n d m o u s e . c o m More targeted messaging resulted in cost per conversion drop from $350 a to $169 Better converting home page Sets the differentiator and value proposition. You say, “I found the best. They have a solution that works.”
  24. 24. w w w . k a t a n d m o u s e . c o m Website
  25. 25. w w w . k a t a n d m o u s e . c o m Website Your website lets the visitor know how your offer will help them, why they should choose you over others, and why it’s worth spending money on. Messaging uses words. Your website takes those words and places them into design and layout.
  26. 26. w w w . k a t a n d m o u s e . c o m Bad & Ugly Website • Pretty trumps purpose • Ugly • Message isn’t clear • No consideration for customer as buyer and user • Suffers from “technologyitis” • No visibility
  27. 27. w w w . k a t a n d m o u s e . c o m The Good Website • Professional looking • Message is clear • Each page ‘speaks’ to a specific audience • Great usability • Can be found online • As good or better than competitors
  28. 28. w w w . k a t a n d m o u s e . c o m Website Cautions Your website is your most important marketing vehicle, so… • Pretty is is not as pretty does • The kid next door may be clever and may be artistic, but doesn’t know your business, and doesn’t know marketing
  29. 29. w w w . k a t a n d m o u s e . c o m Website Cautions Your website is your most important marketing vehicle, so… 1. Everyone says they do SEO 2. Free / $0 3. Free DIY website builders from Intuit, Godaddy, etc. are limiting =
  30. 30. w w w . k a t a n d m o u s e . c o m Website Scam Selling it as custom but using packaged templates “The sad truth is that the designer probably bought (or downloaded illegally for free) that template for $30, modified it for an hour or two, then was trying to submit it as his own custom web design and sell it off for about $2,000.” http://www.rickydeez.com/web-design/web-template-scam/
  31. 31. w w w . k a t a n d m o u s e . c o m Well-Intentioned Selling you on custom when a template will do… Custom Template
  32. 32. w w w . k a t a n d m o u s e . c o m Building a website from scratch without a template is like rebuilding your house to get new carpet. Rarely do you need that. Well-Intentioned
  33. 33. w w w . k a t a n d m o u s e . c o m Template
  34. 34. w w w . k a t a n d m o u s e . c o m Knock- off
  35. 35. w w w . k a t a n d m o u s e . c o m Template
  36. 36. w w w . k a t a n d m o u s e . c o m Knock- off
  37. 37. w w w . k a t a n d m o u s e . c o m DIY?
  38. 38. w w w . k a t a n d m o u s e . c o m
  39. 39. w w w . k a t a n d m o u s e . c o m
  40. 40. w w w . k a t a n d m o u s e . c o m
  41. 41. w w w . k a t a n d m o u s e . c o m Should you DYI? Know your competition. Know your strengths. Are they equal? Then you can try it yourself with a Self-hosted Wordpress + theme
  42. 42. w w w . k a t a n d m o u s e . c o m DYI? Understand that it’s going to take you a LONG time. Is your time better spent making money and letting someone else make YOU money?
  43. 43. w w w . k a t a n d m o u s e . c o m Pro Sites (not always all they’re cracked up to be)
  44. 44. w w w . k a t a n d m o u s e . c o m Beautiful! Functional! But what if I need to call them? Did our tax dollars pay for that? http://www.milwaukeepolicenews.com/
  45. 45. w w w . k a t a n d m o u s e . c o m Beautiful! Non-Functional. Suffering from technologyitis http://www.jacquico.com/
  46. 46. w w w . k a t a n d m o u s e . c o m This site has almost no custom design, and yet a few SEO tweeks and more substantial messaging tweeks, had her phone ringing off the hook in 5 days!
  47. 47. w w w . k a t a n d m o u s e . c o m • The Essentials of Web Design That Works/ • Web Design Elements: Examples And Best Practices • Neuromarketing: How Your Brain Sees Your Website • 12-annoying-things-about-your-website-that-drive- people-away/ • Website Design Essentials: Define Your Site’s Purpose and Goals • Web Design Essentials – Discover the Ingredients That Will Make Your Website #1 • What Constitutes Good and Bad Web Design? Web Design Resources
  48. 48. w w w . k a t a n d m o u s e . c o m SEO
  49. 49. w w w . k a t a n d m o u s e . c o m VISIBILITY Your website needs to be found by your customers online wherever your customers are looking for services like yours. That may be the search engines, a phone app, a directory, Facebook, and more.
  50. 50. w w w . k a t a n d m o u s e . c o m VISIBILITY Press #1 to claim your free Google listing.
  51. 51. w w w . k a t a n d m o u s e . c o m SEO Scams • Telemarketers promising you first page • Ads for TopSEOs.com • Linkbuilding for $49 month • 100 backlinks a month
  52. 52. w w w . k a t a n d m o u s e . c o m SEO Scams • Your website submitted to 50,000 online directories! • Your website submitted to 500 search engines! • Guaranteed first page listing!
  53. 53. w w w . k a t a n d m o u s e . c o m Beware of over optimization. We not only serve patients in Los Gatos, we also welcome patients from Los Gatos and Los Gatos, San Jose, Campbell, Cupertino, Saratoga, Santa Clara .
  54. 54. w w w . k a t a n d m o u s e . c o m SEO firmed getting sued Search engine optimization company The Rainmaker Institute, which markets its services to law firms and bills itself as a "law firm marketing provider", has found itself on the receiving end of a RICO lawsuit for providing SEO services that violated Google's webmaster guidelines. The Rainmaker Institute charged Seikaly & Stewart of Farmington Hills, Michigan, $49,000 for optimization services to increase their firm's visibility in Google. http://searchenginewatch.com/article/2287006/Attorneys-File-RICO-Lawsuit-Against-Law- Firm-Marketing-Company-for-Spammy-SEO-Practices
  55. 55. w w w . k a t a n d m o u s e . c o m SEO Scams From a well-known, successful SEO company… This is their promise: “We ensure that any backlinks we acquire for you are related to your website and are highly relevant in order for you to attain the greatest, maximum exposure.” (reworded so it can’t be tracked out of respect for the firm, hoping they changed their “evil” ways) This is the result.
  56. 56. w w w . k a t a n d m o u s e . c o m Beware of those promising the moon
  57. 57. w w w . k a t a n d m o u s e . c o m Beware of pushing out CRAP for content to get SEO benefit (backlinks) http://www.velocitypartners.co. uk/featured-post/crap-the- biggest-threat-to-b2b-content- marketing/
  58. 58. w w w . k a t a n d m o u s e . c o m Good SEO can’t be cheap. • SBSM Mailbag: How Best to Charge Small Businesses for SEO Services? • SMALL BUSINESS SEO: COSTS, EXPECTATIONS & REALITIES “I generally wouldn’t trust an SEO company that only charges $300/month. $300 is closer to the hourly rate, not the monthly rate, for a good SEO consultant. An SEO that’s only charging $300/month probably isn’t doing much for you, doesn’t understand the true value of his/her time, and may have a very basic, limited definition of what SEO is.” Matt McGee, Top Local SEO
  59. 59. w w w . k a t a n d m o u s e . c o m Good SEO can be cheap depending on: • The Vertical • The Competition • The Location
  60. 60. w w w . k a t a n d m o u s e . c o m How to hire an SEO http://www.portent.com /blog/seo/how-to-hire- an-seo-company-2012- edition.htm
  61. 61. w w w . k a t a n d m o u s e . c o m Think about ROI, not cost. If you spend X and get back 3X or 5X or 10X, the actual amount that X is really doesn’t matter.
  62. 62. w w w . k a t a n d m o u s e . c o m Rules of the game • Educate yourself! Do your reading & listen to experts. • Stay one step ahead of the competition. • CHASE CUSTOMERS NOT RANK!
  63. 63. w w w . k a t a n d m o u s e . c o m Make sure you have a smart consultant who understands how to win the game. This? Or this?
  64. 64. w w w . k a t a n d m o u s e . c o m Just don’t go to sleep!
  65. 65. w w w . k a t a n d m o u s e . c o m “If you want to wow the search engines, you have to wow your customers. Build a site that they want and can use.”
  66. 66. w w w . k a t a n d m o u s e . c o m SOCIAL MEDIA
  67. 67. w w w . k a t a n d m o u s e . c o m The Bad & Ugly Social Media • No one is liking a “muffler repair” Facebook page • Competing against Fortune 500 for airplay • Very time consuming • Difficult to build a following and get engagement • No obvious ROI
  68. 68. w w w . k a t a n d m o u s e . c o m The Good Social Media • Builds trust • Helps with SEO • Gives your customers a chance to meet the “real” you • Build relationships with customers • Increased visibility
  69. 69. w w w . k a t a n d m o u s e . c o m SOCIAL MEDIA “Hands down, the biggest mistake small businesses are making on social media is not using social media.” Steve Strauss author of Small Business Bible
  70. 70. w w w . k a t a n d m o u s e . c o m SOCIAL MEDIA bad decisions
  71. 71. w w w . k a t a n d m o u s e . c o m You hire the proverbial “kid next door.” • Doesn’t know how to respond to problems. • Does not represent your business well. • Doesn’t understand the medium.
  72. 72. w w w . k a t a n d m o u s e . c o m They hired someone inexperienced, could have been a teenage, or it could have been the business owner. What’s missing?
  73. 73. w w w . k a t a n d m o u s e . c o m
  74. 74. w w w . k a t a n d m o u s e . c o m
  75. 75. w w w . k a t a n d m o u s e . c o m Uh oh. Trouble brewing. Reputation at stake.
  76. 76. w w w . k a t a n d m o u s e . c o m Good reputation reclaimed.
  77. 77. w w w . k a t a n d m o u s e . c o m Before you hire a Social Media “Expert” From 10 Questions You Should Ask Your Social Media Expert, Guru or Wizard Great questions to ask before you hire!
  78. 78. w w w . k a t a n d m o u s e . c o m Beware the buy 10,000 Twitter followers for $60 scam.
  79. 79. w w w . k a t a n d m o u s e . c o m • Stop thinking you need all those followers. • A few who ENGAGE with you is better than thousands who don’t.
  80. 80. w w w . k a t a n d m o u s e . c o m Be social! ENGAGE!
  81. 81. w w w . k a t a n d m o u s e . c o m Don’t treat all social media platforms the same. http://www.linkedin.com/today/post/article/201308221735 00-10486099-storytelling-in-2013 “See now most people treat social media as a ‘distribution channel.’ They think ‘oh, I’ll make a Facebook post or a Tweet that links back to a form on my website.’ They’re looking at social as just another way to blast you with the same shit… The trick here - the way to truly succeed and provide value - is to lean to natively story tell on each platform and respect the psychology of what makes a Facebook user different from a Pinterest user and more different still than an Instagram user.”
  82. 82. w w w . k a t a n d m o u s e . c o m Don’t buy into the “you need to be everywhere” hype. You only have so much time. Use it wisely. Pick one platform, the one where your customers are.
  83. 83. w w w . k a t a n d m o u s e . c o m Identify your ideal community. Be there and be there for them. 1.Who are they? 2.Where do they hang out? 3.What do they talk about? 4.What questions do they ask?
  84. 84. w w w . k a t a n d m o u s e . c o m “Companies should focus more on how to BE social, and less on how to DO social media.” http://www.convinceandconvert.com/social- media-strategy/social-media-strategy-in-8- steps/
  85. 85. w w w . k a t a n d m o u s e . c o m Wait! You said no one is liking a muffler repair FB page. But what about Brimfield Police?
  86. 86. w w w . k a t a n d m o u s e . c o m Mobile Marketing
  87. 87. w w w . k a t a n d m o u s e . c o m
  88. 88. w w w . k a t a n d m o u s e . c o m One third of the New York Times traffic is coming from mobile devices. Mobile visitors are reading content sitting on the bus, riding up elevators, and waiting in store lines.
  89. 89. w w w . k a t a n d m o u s e . c o m 59% of searches in Yelp are now on mobile devices.
  90. 90. w w w . k a t a n d m o u s e . c o m Facebook is now the #2 mobile app for local search behind Google Maps. This puts it ahead of Mapquest, Bing, and Apple Maps. Yelp isn’t even in the top five.
  91. 91. w w w . k a t a n d m o u s e . c o m Mobile Websites The dilemma Responsive? Dedicated?
  92. 92. w w w . k a t a n d m o u s e . c o m Dedicated: $10 - $25 a month or one-time cost to have it built Responsive: $1000’s to build
  93. 93. w w w . k a t a n d m o u s e . c o m Dedicated Mobile Site Mobile Site Options • Quick to build • Quick to load • Easier to navigate. • Less clutter. • Convert better. • Designed for visitor on the go. • If you have this and another site, you must maintain 2 sites.
  94. 94. w w w . k a t a n d m o u s e . c o m Responsive Mobile Site Options • Much more difficult to build even with a responsive template • Harder to implement design and not as flexible • Slower to load • Complete content for all search queries • Google prefers all content be on one site.
  95. 95. w w w . k a t a n d m o u s e . c o m Responsive templates If you’re building a new website, absolutely settle for nothing less than responsive. Best of both worlds?
  96. 96. w w w . k a t a n d m o u s e . c o m Best for local businesses Best for informational sites
  97. 97. w w w . k a t a n d m o u s e . c o m BIG MISTAKE! Make sure every page on your site is accessible to mobile users. If you have 2 sites, one dedicated to mobile, don’t redirect all queries to mobile site.
  98. 98. w w w . k a t a n d m o u s e . c o m BIGGER MISTAKE! Not having a mobile- optimized site!
  99. 99. w w w . k a t a n d m o u s e . c o m Be Aware 1. Some Wordpress templates already have mobile functionality built in. No need to spend extra! 2. Wordpress plugin exists that creates a mobile version of your site for you. 3. If you go with a mobile site service like Dudamobile, you still have to build it and you may make the wrong decisions. Sometimes cheaper to go with a developer, pay the cost upfront, eliminate the monthly fee and get it done right!
  100. 100. w w w . k a t a n d m o u s e . c o m Paid Advertising
  101. 101. w w w . k a t a n d m o u s e . c o m Google Adwords PPC “I don’t need the SEO. I do get orders, from “xyz” getting my site on page 1 of Google results.” She not only needs SEO, she needs help with her PPC!
  102. 102. w w w . k a t a n d m o u s e . c o m $10K a month on PPC ads that led women to this COMPLETELY IRRELEVANT page on keywords: • Endometriosis surgeon • Endometriosis treatment • Endometriosis pictures • Endometriosis symptoms Remember this?
  103. 103. w w w . k a t a n d m o u s e . c o m PPC requires strategic thinking and lots of A/B testing and massaging of ads and landing pages, always trying to increase the ROI. Don’t make the mistake of thinking it’s good enough.
  104. 104. w w w . k a t a n d m o u s e . c o m And don’t make the mistake of forgetting about mobile advertising. Do a search for a local business on your phone. What do you see first?
  105. 105. w w w . k a t a n d m o u s e . c o m Bottom line – Whatever kind of marketing you do should not be costing you money, it should be making you money. And if you hire right, that’s what you’ll get.
  106. 106. w w w . k a t a n d m o u s e . c o m Overwhelmed? Remember if you’re in a crowd, being chased by a bear, you only need to be…
  107. 107. w w w . k a t a n d m o u s e . c o m …one step ahead of your competitor
  108. 108. w w w . k a t a n d m o u s e . c o m Web Design SEO / Local SEO Social Media Marketing SEOcial Mobile PPC www.katandmouse.com 408.647.2327 www.facebook.com/katandmouseo Twitter: @katndmouse

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