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Internet marketing basics by


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Covers the basics of internet marketing in 2015 for small businesses. Make a mobile-friendly website that converts visitors to your site into leads.

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Internet marketing basics by

  1. 1. Internet Marketing Basics Matt McGivney Owner, Antym LLC Twitter: @mattmcgiv This work is licensed under a Creative Commons Attribution 4.0 International License.
  2. 2. Intro About me ● s/w engineer ● biz owner ● meetup host Target audience Disclaimer
  3. 3. Overview ● Purpose ● Definition ● My secret weapon ● Must-have 5 “pages” ● Getting to the #1 spot on Google ● Virality and social media ● Resources
  4. 4. Purpose Learn basics of building a mobile-ready website that gets more leads for your business
  5. 5. Internet marketing, defined Internet marketing refers to a broad range of techniques referring to web- and email-based efforts to increase sales (1)
  6. 6. Secret Weapon: WordPress
  7. 7. What’s a WordPress? WordPress is Content Management System (CMS)… For our purposes: a CMS is a software tool for building and maintaining your website without knowing how to code
  8. 8. Why WordPress? ● Fast - themes and plugins allow you to build a website in hours, not weeks ● Free - open source software is at the core of o extra credit: ask me about ● Easy - Edit your web pages using a simple interface ● Robust - used [tested] on over 23% of websites (2) ● Community - supported by thousands of volunteers as well as many profitable companies
  9. 9. Must-have 5 “pages”
  10. 10. ! Before you do anything ● Use WordPress :) ● Think about the primary goal of your website, and design every page around that goal ● Ensure it’s mobile-friendly, aka “responsive” ● Good hosting o Reliable, fast, and cheap (pick two) ● Install and monitor analytics
  11. 11. 5 must-have “pages” 1. Home 2. About 3. Products/Services 4. Contact - include Location if applicable 5. Blog 6. Bonus: Email newsletter sign-up
  12. 12. 5 Pages - Rationale 1. Home - the “front door” of your business, should feature your value proposition front-and-center. 2. About - tell about your staff, your company’s vision in a relatable way 3. Products/Services - a. Level One: showcase what you sell b. Next-level: sell it directly to your customers through your site (e- commerce) 4. Contact - how does someone get in touch? 5. Blog - build authority & credibility in your industry and improve search rank 6. Bonus: Email newsletter sign-up - email marketing has been shown (3) to be 40x more effective than marketing through FB and Twitter...combined
  13. 13. #1 in Google through SEO
  14. 14. Why Google? Easy: “Google holds a staggering 67.6% of the U.S. search engine market share” (4) Bing is next with around 18%
  15. 15. What is SEO?
  16. 16. Googling “life coach” yielded the results on the right -> Note that there are only 4(!) organic results on the first page, the rest are paid advertisements SEO is becoming increasingly competitive!!
  17. 17. How to optimize ● [Quality] content is king - blog posts, how- tos, infographics, research, whitepapers ● Keyword research and content strategy: plan your content roughly around the terms people are using to find you ● <meta> et. al.: a professional SEO’er would definitely help but may not be necessary
  18. 18. Search ads ● Have revolutionized online advertising ● Provide highly qualified leads for your products or services ● Why? o Google shows your ads to people that are looking for what you’re offering ● Pay-per-click + analytics allow for detailed tracking of how effective your ad spend is
  19. 19. Search ads ● Examples… o Your prospect searches “bookkeeping Laurel, MD” o Ad for your bookkeeping company is shown alongside Google’s organic search results o If the prospect clicks on your ad, you’re charged for the ad based on an auctioning process (see “How Google’s Advertising Works” link in Resources) o Max bid/budget
  20. 20. Virality and social media
  21. 21. Social Media Fundamentals ● Make your site’s content shareable. “AddThis” ● Don’t just shove your products/services into eyeballs! o 80/20: 80% useful/interesting, 20% promotion ● Create content that feels “native” to the platform ● Have a presence on several different social networks, but don’t get overwhelmed ● Pick a network that is a good fit for you and your business, and stick with it
  22. 22. Social, IMHO (In My Humble Opinion) ● Facebook - leverage your personal network and careful about “spam” or you’ll get blocked (5) ● Twitter - use smart #hashtags and don’t be afraid to retweet or interact with strangers ● Instagram and Pinterest - use if your product, service, or content is visually stunning ● LinkedIn - if you’re in B2B sales, enterprise sales, or recruiting/HR industry
  23. 23. Resources
  24. 24. Resources Visit: or scan this: Receive: digital download of the Resource List, and my “10-point website review” checklist
  25. 25. References 1. Borrows from Webopedia’s definition of internet marketing 2. WordPress used on over 23% of internet sites - 3. Email marketing is more effective than social media - 4. Google search market share - 5. Facebook’s community standards