This document provides an introduction to internet marketing. It discusses why businesses should market online, how to optimize websites for search engines like Google, and various online marketing strategies like search engine optimization, social media, email marketing, link building and pay-per-click advertising. It emphasizes researching keywords, reviewing website analytics, implementing on-site optimizations, and monitoring results to improve online visibility and conversions.

1. Business Link for Cornwall and the Isles of Scilly, Devon and Somerset An Introduction to Internet Marketing Jon Gerrard

3. Why Google?

4. Research, Review, Plan, Measure

5. Onsite Optimisation

6. Offsite Optimisation

7. Summary

9. Social Media

10. Other Online Presence

12. It has over taken Transport, Construction and Utilities

13. Small businesses online sales raise on average 43%

14. The number of internet users grow.

15. 73% of British home have Broadband and 30% of users access the web from their phones.

16. Britain is 6th in the Internet League Table

17. We export 3x as much as we import from the Internet.

19. What makes a good website?

21. Meets customer requirements

22. Gives credibility to your business

23. Converts prospects to leads & customers

24. Provides return on investment

27. Check Keywords

28. Check Links

29. Check Call to Actions

31. How do they find your site?

32. What are they looking at once they get there?

33. Where do they stop looking?

34. How much money do they spend on your site?

35. How much time do they spend on the site?

36. How many visits convert into sales/enquiries?

38. Moving toward personalised, localised, real-time & visual searching.

39. Constantly changing, updating and growing

42. If you only take one thing away from today... GET......

43. Effective Web Marketing Google Analytics: Where are you? http://www.google.co.uk/analytics/

44. Effective Web Marketing Research:Choosing Keywords • Think like a customer • Think laterally • Brainstorm Keywords • Ask everyone • Search using your keywords and see what appears • Use the free Google keyword tool/Insights • Kgen/Wordtracker • Analytics

45. Effective Web Marketing Google Keyword Tool Google Insight

46. Effective Web Marketing

49. Navigation

51. It is not an option if you want to be on the first page

53. Effective Web Marketing 1:HTML Page Title This is what will be catalogued - about 80 characters • 3 or 4 keywords • Make each page title relevant to each particular page 2:Meta Page Description • Limit to around 150 characters • Use on every page • Customise for each page 3:Header Tags 4:Page Content 5:File / Image Names 6:ALT Attributes • Every Image needs one • Build Keyword Count • Comply with Disability Discrimination Act - Accessibility 7:Navigation & Navigation Link Anchor Text 8:URLs

54. Effective Web Marketing Grab their ATTENTION Generate an INTEREST Build the DESIRE Promote the ACTION Visitors don’t read – they scan Visitors need to “get it” almost instantly Visitors need to know you can meet their needs Visitors need to know WHY they should use you Visitors need to TOLD what to do

55. Effective Web Marketing What you need is......

57. Call this number

58. Click here to see more

59. Contact us here

61. Customers who bought this item also bought…..

64. Blog Postings

65. Forums

66. Complimentary Sites

67. Press

68. Happy Customers...?

70. Government

71. Governing Bodies

72. Universities

73. Local Councils

74. National Press

77. Gives the opportunity to use keywords and phrases

79. Effective Web Marketing

80. Effective Web MarketingGoogle Places

81. Effective Web MarketingGoogle Base

82. Effective Web Marketing Selling

83. Effective Web MarketingDirectories

84. Effective Web MarketingBlogs

86. An informal way of communicating

87. Helps with the search engine position of your website

88. Opens your business to a wider audience

90. When you have something new to offer

91. When something changes

92. When you have some news

94. Effective Web MarketingPay Per Click

95. Effective Web MarketingPay Per Click

97. Training – online or locally

98. Research key phrases & competition

99. Monitor campaigns & sales

100. Manage budgets & timescales

101. Presentation – highest quality & best value

102. Focus on high performing niche key phrases

105. Promote new services, products, offers and sales

106. Build customer loyalty

107. Create email vouchers

109. Opt in or Double Opt in

110. Sender is clearly identified

111. Unsubscribe instructions with EVERY email

112. No consent = SPAM

114. Effective Web MarketingSocial Media

116. Stay in touch with existing clients

117. Reach out to new audiences and markets

118. Better understanding of related markets

119. Relative low cost of entry

121. Twitter – 175m - Anybody

122. MySpace – 110m - Music & Creative

123. LinkedIn – 65m - Business

124. Plaxo – 15m - Business

126. Effective Web MarketingTwitter

127. Effective Web MarketingFacebook

128. Effective Web MarketingFacebook

130. Many of the same features available as groups, but with some extra key features.

131. Indexed by Google and available to view even if you are not a member, so promoting the page is easier.

136. Review Position

137. Research Online Markets

138. Implement On Site SEO

139. Choose right mix of SEM activity

140. Related to Business Objectives

141. Monitor

143. Effective Web Marketing Jon Gerrard: jon.gerrard@blpeninsula.co.uk Twitter: www.twitter.com/jon_gerrard