The document outlines advanced internet marketing strategies for businesses, emphasizing the importance of search engine optimization (SEO), social media marketing (SMM), and content creation. It provides insights on maximizing return on web investment through various tools and techniques, including the use of keywords, email marketing, and leveraging social media for better visibility. The key takeaway is that while there are numerous opportunities in internet marketing, success requires strategic planning, consistent messaging, and measurement of results.

1. Advanced Internet Marketing
Techniques for Business
Kevin Dean, Internet Marketing Consultant
WSI Net Advantage (510) 687-9737
www.WSINetAdvantage.com
November 2010
Better Web Results / Kevin Dean © 2010 (510) 687-9737

2. Maximizing Return on Web Investment Map
Competitive Environment
Website •Strategies
Analytics
•Updates •Tools
•Services •Quality
•Tools •Conversion Style
•Flexibility •Access
NEWS Traditional Sales
SEARCH SOCIAL MEDIA REPUTATION LETTERS Media Team
•Local •Blogs •Monitor •Lists •Yellow Pgs •Calls
•SEO •News •Contribute? •Clients •Magazines •Demo
•PPC •Reviews •Yelp •Segment •Newspaper •Trade
•Video •PR •Twitter •Frequency •Community Shows
•Forum •Industry •Track •Visibility •Mail
Better Web Results / Kevin Dean © 2010 (510) 687-9737

3. To Be Successful, You must Be Found!!
Word-of-Mouth Integrated
/Networking Marketing
(LGP, TMT)
Search Engines Links from
and Other Lists other Sites
(Alliances/Partners)
Better Web Results / Kevin Dean © 2010 (510) 687-9737

4. Word Of Mouth Marketing
It’s Almost FREE!
• Talk about your website to everyone you know
• Articles, press releases or advice columns!
• Business Cards - ALWAYS
• Ads, association memberships, sponsorship,
events, banners, magnets
• Packaging – bags, boxes, bottles, labels, receipts,
invoices, notepads…
• “Guerilla Marketing” by Jay Conrad Levinson
Better Web Results / Kevin Dean © 2010 (510) 687-9737

5. Email Signature File…
Better Web Results / Kevin Dean © 2010 (510) 687-9737

6. Newsletter…
Monthly /
Quarterly Subject Line
1 Latest Trends in Internet Marketing
2 New Tools Make Website Management Easy
3 Choosing the Right Keywords for your Products
4 Why are There So Many Marketing Options?
5 Best Website Improvement Projects
Better Web Results / Kevin Dean © 2010 (510) 687-9737

7. Create Web Pages with Offers…
• Create web page content
from each section of the
Special Report
• Add to the website and link
through to the special report
Landing Page
Better Web Results / Kevin Dean © 2010 (510) 687-9737

8. Integrate Your Marketing
Send a Consistent Message
• EMails, post cards and notices
• Stationary, Invoices, Receipts
• EVERY Business Card!
• Labels, Hand-outs, Checks
• Graphical Links between members
• Does your website resemble your other forms of
marketing? Color, language, attitude, flair?
• Is your service personal? Have a GOOD picture!
Better Web Results / Kevin Dean © 2010 (510) 687-9737

9. Lead Generation Using the Web…
Better Web Results / Kevin Dean © 2010 (510) 687-9737

10. Search Engines Play A Huge Role in Marketing
December 2008
• Search Engines work for the Searchers
• Goal: “Provide the best search RESULTS”
• Ignoring search engine marketing usually
makes a website a waste of time and
money
Source: comScore aSearch 2.0
Better Web Results / Kevin Dean © 2010 (510) 687-9737

11. Traditional Search Traffic
Advertising
Local Center
Natural Search
Directories
Largest source of traffic
Better Web Results / Kevin Dean © 2010 (510) 687-9737

12. Starts with the Right Keywords
• Broad popularity
• Niche opportunities
• Localization
• Questions
• Where in the Buying Cycle
• Familiar phrases / slang
• Technical versus common words
Better Web Results / Kevin Dean © 2010 (510) 687-9737

13. Sources of Ideas
• Google External Keyword Tool
• Wordtracker – Keyword Tool
• Wordtracker Labs
• Competitor sites
• Call a prospect or client
Let’s go online
Better Web Results / Kevin Dean © 2010 (510) 687-9737

14. Better Web Results / Kevin Dean © 2010 (510) 687-9737

15. www.eyetools.com
Better Web Results / Kevin Dean © 2010 (510) 687-9737

16. Pay Per Click
• Instant visibility
• Uses same keyword tools as natural search
• Selective or broad reach
• 1 or 1000’s of keywords
• Ad testing, Video, network / search
• Localize or national
• Lots of metrics available
• Like a faucet
Better Web Results / Kevin Dean © 2010 (510) 687-9737

17. Top factors influencing decision
Importance on a scale of 1 to 7
Better Web Results / Kevin Dean © 2010 (510) 687-9737 Source: Enquiro & Marketingsherpa

18. How soon before the purchase does research begin?
Better Web Results / Kevin Dean © 2010 (510) 687-9737 Source: Enquiro & Marketingsherpa

19. Test Different Landing Pages
Better Web Results / Kevin Dean © 2010 (510) 687-9737

20. Use Local Search Results!
Better Web Results / Kevin Dean © 2010 (510) 687-9737

21. Better Web Results / Kevin Dean © 2010 (510) 687-9737

22. Try Affiliate Marketing
Better Web Results / Kevin Dean © 2010 (510) 687-9737

23. Better Web Results / Kevin Dean © 2010 (510) 687-9737

24. Search Engine Optimization
Better Web Results / Kevin Dean © 2010 (510) 687-9737

25. Steps to SEO Success …
1 Understand that SEO is important
2 SEO landscape going forward
3 Content Marketing - the perfect blue print
4 The Perfect Page - get your content found
5 Content that creates conversation
6 Reputation Management – Be in lots of places
7 Digital Marketing Plan – putting it all together
Better Web Results / Kevin Dean © 2010 (510) 687-9737

26. Sources of Ideas – Your Competition
<head>
<meta http-equiv="Content-Type" content="text/html; charset=iso-8859-1" />
<title>Poured in Place Playground Surfacing | USSA</title>
<meta name="description" content="The Nation's number one supplier of Poured in Place Playground Surfacing
for schools, daycares, parks and chidlren's areas. Providing leading Poured in Place Playground Surfacing,
technologies, materials, equipment and installation.">
<meta name="keywords" content="Poured in Place Playground Surfacing, playground surfacing, playground turf,
polystar, pour in place surfacing, daycare surfacing, park surfacing, school surfacing">
<link href="/web/html/ussa.css" rel="stylesheet" type="text/css" />
</head>
Better Web Results / Kevin Dean © 2010 (510) 687-9737

27. Understanding SEO Basics
1. Make your TEXT readable
2. Use words a BUYER uses
3. Use a Title
4. Use a Description
5. Incoming Links
6. Use your keyphrases
7. Alt-Text, internal links, Headers
8. Keyphrase in URL, image titles
9. Know your competition
Better Web Results / Kevin Dean © 2010 (510) 687-9737

28. Better Web Results / Kevin Dean © 2010 (510) 687-9737 www.eyetools.com

29. Understanding On-Site Factors
• Title
• Description
• H1, H2 Tags
• Content
• Alternate text
• Image titles
• Link tools
• Link text
• Site Maps
• Localization
Better Web Results / Kevin Dean © 2010 (510) 687-9737

30. Understanding Off-Site Factors
• Incoming Links
• Directories
• No-follow tags
• PR sites
• .edu, .info
• Paid Links?
Better Web Results / Kevin Dean © 2010 (510) 687-9737

31. Google SERPs
• No longer static websites
• Google now shows the following in their
search results page:
– Images
– Videos
– Bookmarks
– News
– Maps
Better Web Results / Kevin Dean © 2010 (510) 687-9737

32. Content Marketing…
Better Web Results / Kevin Dean © 2010 (510) 687-9737

33. SEO going forward…
Keyword research
XML Sitemap
creation
Spam reporting On page
competitors Vertical search optimization
Meta
keywords DMOZ, Yahoo
targeting
submission
Search engine Wikipedia links
Embedded widgets
submission Internal link & badges
Press release architecture
optimization
Rewriting dynamic URLs Viral content
Linkbait
PageRank sculpting
Low High
Value Value
Do follow
blog comments
Paid directory
Automated content
Link trading link building
generation
Keyword stuffing
IP cloaking
Automated
blog spam
Injected links
Parasite hosting
Better Web Results / Kevin Dean © 2010 (510) 687-9737

34. What Is Social Media
social media is basically a
conversation
social
media
hi whats up?
Better Web Results / Kevin Dean © 2010 (510) 687-9737

35. SEO & SMO Work Together
• Just adding pages and pages
of content as an SEO strategy And I’m SMO.
may not cut it anymore Hello. I’m SEO.
• Social Media is the new way
to take your SEO strategy to
the next level
• Social Media increases the
number of high quality links &
targeted traffic Source: eMarketer data April 23, 2009
Better Web Results / Kevin Dean © 2010 (510) 687-9737

36. Use of Social Media Today
Better Web Results / Kevin Dean © 2010 (510) 687-9737

37. A step by step approach…
• To Social Media Heaven
• That is repeatable
• That you can use yourself
Better Web Results / Kevin Dean © 2010 (510) 687-9737

38. Source: www.seomoz.org
Better Web Results / Kevin Dean © 2010 (510) 687-9737

39. Content that creates conversation…
• Quality &
Relevant links
• Social
bookmarking
referrals
Better Web Results / Kevin Dean © 2010 (510) 687-9737

40. Credibility & online brand..
Yelp
Merchant Circle
Better Web Results / Kevin Dean © 2010 (510) 687-9737

41. Personal Credibility…
Better Web Results / Kevin Dean © 2010 (510) 687-9737

42. LinkedIn…
Better Web Results / Kevin Dean © 2010 (510) 687-9737

43. Manage Your Reputation
Ask Your Clients to Chat
About You!
Better Web Results / Kevin Dean © 2010 (510) 687-9737

44. Better Web Results / Kevin Dean © 2010 (510) 687-9737

45. YouTube…
Better Web Results / Kevin Dean © 2010 (510) 687-9737

46. YouTube…
Better Web Results / Kevin Dean © 2010 (510) 687-9737

47. Social Media Optimization…
Google picks up many
social media sources
automatically
Better Web Results / Kevin Dean © 2010 (510) 687-9737

48. Better Web Results / Kevin Dean © 2010 (510) 687-9737

49. Twitter tweets…
Better Web Results / Kevin Dean © 2010 (510) 687-9737

50. Better Web Results / Kevin Dean © 2010 (510) 687-9737

51. Better Web Results / Kevin Dean © 2010 (510) 687-9737

52. Better Web Results / Kevin Dean © 2010 (510) 687-9737

53. Secret Ingredient…
Special Reports
-Energy Savings
-Cost Savings
-Unique Styles
-Selection Guides
Remember, the
buying process
might be months or
years
Better Web Results / Kevin Dean © 2010 (510) 687-9737

54. Article marketing…
Better Web Results / Kevin Dean © 2010 (510) 687-9737

55. Online Press release…
Better Web Results / Kevin Dean © 2010 (510) 687-9737

56. Customer Contact Model…
Themes
Your Digital Plan
Better Web Results / Kevin Dean © 2010 (510) 687-9737

57. Metrics – Is it Paying Off?
Method Paid Search SEO Social Media
Clicks / Visitors 61% 69% 23%
Number of Sales 53% 47% 19%
Value of Sales 43% 38% 11%
Leads 37% 36% 10%
Page 22% 34% 9%
Impressions
Profit Margin 21% 29% 9%
Branding 19% 14% 8%
Position
Telephone 14% 13% 4%
Lifetime Value 13% 11% 4%
No Tracking 9% 9% 3%
Source: data provided to eMarketer 4/23/2009
Better Web Results / Kevin Dean © 2010 (510) 687-9737

58. Maximizing Return on Web Investment Map
Competitive Environment
Website •Strategies
Analytics
•Updates •Tools
•Services •Quality
•Tools •Conversion Style
•Flexibility •Access
NEWS Traditional Sales
SEARCH SOCIAL MEDIA REPUTATION LETTERS Media Team
•Local •Blogs •Monitor •Lists •Yellow Pgs •Calls
•SEO •News •Contribute? •Clients •Magazines •Demo
•PPC •Reviews •Yelp •Segment •Newspaper •Trade
•Video •PR •Twitter •Frequency •Community Shows
•Forum •Industry •Track •Visibility •Mail
Better Web Results / Kevin Dean © 2010 (510) 687-9737

59. IN CONCLUSION
•There are many new and exciting Internet Marketing
opportunities
•All provide challenges, none are truly “free”
•Break up the content into various social media bits
•Optimize the content
•Drive to Landing page
•Measure results
•Try Different Methods
•Get Help

60. Summary & Questions
Better Web Results / Kevin Dean © 2010 (510) 687-9737