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 SomersetAn Introduction to Internet MarketingJon Gerrard

2. Effective Web MarketingWhy market your business online?

3. Why Google?

4. Research, Review, Plan, Measure

5. Onsite Optimisation

6. Offsite Optimisation

7. Summary

8. QuestionsWhat is Internet Marketing?“Internet marketing, also referred to as i-marketing, web-marketing, online-marketing, or e-Marketing, is the marketing of products or services over the Internet.”en.wikipedia.org/wiki/Internet_marketingWebsites

9. Social Media

10. Other Online Presence

11. Email MarketingEffective Web MarketingWhy Market Your Business Online?The internet economy is worth £100 Billion to the UK

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.

18. Source: Connected Britain. Effective Web MarketingEffective web marketing can:• Increase growth opportunities • Increase visibility Improve conversions • Grow existing markets • Reach new markets • Develop new products and services • Increase credibility • Reduce costs / Add value

19. What makes a good website?

20. What makes a good website?Easy to find and attractive to customers

21. Meets customer requirements

22. Gives credibility to your business

23. Converts prospects to leads & customers

24. Provides return on investment

25. Works efficiently with/for the business Effective Web MarketingThe Three Keys to Web Marketing

26. Effective Web MarketingReview your site.Check the position

27. Check Keywords

28. Check Links

29. Check Call to Actions

30. Check NavigationEffective Web MarketingHow many people visit your site?

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?

37. How do these compare to the targets set in the business objectives?Effective Web MarketingWhy Google?Google is still the number one search engine

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

39. Constantly changing, updating and growing

40. Plenty of free tools to help market your business. Why should I be on the first page?50% of searchers do not go past the first page

41. Less than 10% go past the second pageEffective Web Marketing

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

43. Effective Web MarketingGoogle 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 MarketingGoogle Keyword ToolGoogle Insight

46. Effective Web Marketing

48. Effective Web MarketingHow do I get on the first page of Google? Search Engine Optimisation (SEO) How?Keywords and Phrases

49. Navigation

50. Design/BuildSearch Engine Optimisation (SEO) Why?It is a detailed analysis of content and layout

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

52. Not a one off, it is an ongoing processEffective Web Marketing

53. Effective Web Marketing1: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 MarketingGrab their ATTENTIONGenerate an INTERESTBuild the DESIREPromote the ACTIONVisitors 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 MarketingWhat you need is......

56. Effective Web MarketingCall to ActionClick here to buy

57. Call this number

58. Click here to see more

59. Contact us here

60. SALEMaximise sales. The Amazon way

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

62. Suggest accessories, products that compliment the one they have pickedEffective Web MarketingChoose right mix of SEM activity Related to Business Objectives Related to Offline Marketing Activity SEM – Search Engine Marketing – Attracting Attention Link Building Directories Local Search Forums/Reviews Article Marketing/Press Releases Blogging/RSS Email Marketing PPC Social Media Video Marketing

63. Effective Web MarketingLink BuildingVolume:Directories

64. Blog Postings

65. Forums

66. Complimentary Sites

67. Press

68. Happy Customers...?

69. Must be relevantEffective Web MarketingLink BuildingAuthority:BBC

70. Government

71. Governing Bodies

72. Universities

73. Local Councils

74. National Press

75. Dmoz.orgEffective Web MarketingLink BuildingVelocity:How quickly is your site getting fresh new links to the site.

76. The higher the velocity, the higher the ranking.Effective Web MarketingLink BuildingAnchor Text:Instead of using the URL, use a hyperlink on text

77. Gives the opportunity to use keywords and phrases

78. Allows the SE to relate the link to the keywords.Effective Web Marketing

79. Effective Web Marketing

80. Effective Web MarketingGoogle Places

81. Effective Web MarketingGoogle Base

82. Effective Web MarketingSelling

83. Effective Web MarketingDirectories

84. Effective Web MarketingBlogs

85. Effective Web MarketingBlogsWhy An easy way to update latest news

86. An informal way of communicating

87. Helps with the search engine position of your website

88. Opens your business to a wider audience

89. Helps keep your clients updatedWhenWhen you have something to sell

90. When you have something new to offer

91. When something changes

92. When you have some news

93. When you have something to sayEffective Web MarketingOnline Video Viral Marketing

94. Effective Web MarketingPay Per Click

95. Effective Web MarketingPay Per Click

96. What is Pay Per Click? search engines, websites, portals, social networks

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

103. Be aware of negative keywordsEmail Marketing

104. Effective Web MarketingWhy Email Marketing?Remind Customers that you exist

105. Promote new services, products, offers and sales

106. Build customer loyalty

107. Create email vouchers

108. Have proper Software, they look more professional and are less likely to get stuck in Spam.Effective Web MarketingEmail Marketing – The LawPre-existing relationship

109. Opt in or Double Opt in

110. Sender is clearly identified

111. Unsubscribe instructions with EVERY email

112. No consent = SPAM

113. Anti-Spam laws apply to Individualsjongerrard13@gmail.com = individual jon.gerrard@blpeninsula.co.uk = corporateEffective Web MarketingTop 10 Email Marketing TipsKeep your database cleanUse a from name your subscribers will recogniseDon’t be a spammerBe relevantConsider your preview paneHave a great call to actionBe succinctGet your timing rightTest into a variety of email clientEvaluate your results

114. Effective Web MarketingSocial Media

115. Effective Web MarketingSocial MediaNow Mainstream – Can’t Afford not to engage!

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

120. Possible high returnEffective Web MarketingReach new audiencesFacebook – 500m+ - The Big One

121. Twitter – 175m - Anybody

122. MySpace – 110m - Music & Creative

123. LinkedIn – 65m - Business

124. Plaxo – 15m - Business

125. Ecademy – 12m - BusinessEffective Web MarketingTwitter

126. Effective Web MarketingTwitter

127. Effective Web MarketingFacebook

128. Effective Web MarketingFacebook

129. Effective Web MarketingFacebookFacebook pages are used by many businesses.

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.

132. Like you do with your profile, fill out your facebook page with all relevant information about your business, website URLS, etc.Effective Web Marketing

133. Effective Web MarketingMonitor and Review.Use Google Analytics and Google Insights

134. Monitor place, keywords, change in trendsEffective Web MarketingThe Three Keys to Web Marketing

135. Effective Web MarketingSummary Understand Business Objectives & Market

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

142. ReviewEffective Web MarketingQUESTIONS

143. Effective Web MarketingJon Gerrard:jon.gerrard@blpeninsula.co.ukTwitter: www.twitter.com/jon_gerrard