Top Draw is an online advertising agency that has been in business since 1995. They help clients connect with customers through effective website design and internet marketing strategies. This presentation discusses why internet marketing is important, provides practical examples of how businesses have benefited, and gives an overview of key tactics like search engine optimization, pay-per-click advertising, local search, mobile strategies, and analytics. The presentation emphasizes measuring results and provides actionable steps attendees can take to improve their online presence and lead generation.

2. Top Draw
• Online advertising agency since 1995
• Make websites that connect our
clients with their customers
• Right place. Right time. Online.

3. Agenda: Internet Marketing
• Why Internet Marketing?
• Practical applications for everyday business
• Overview:
• Search SEO/PPC
• Local
• Mobile
• Analytics: Metrics that matter
• Actionable takeaways

4. Why Internet Marketing?
• Top of Search = Top of Mind
• Sales, Leads, Info, Credibility
• 30 trillion URLs (pages) crawls 20
billion pages a day.
• 3B+ million searches/day (Google Only)
• 1.8 million first-time internet users/week
• 92% of all offline sales are a result of
online research

5. Practical Examples

6. Capitalize on Sales & Leads: Search
• Imagine:
• You own a gas station
• You’d like to add a car wash for
extra recurring revenue.
• You don’t know anyone in
construction.

9. Calls to action… Website Lead Gen Forms

10. Calls to action… Phone Calls

11. 58 searches/month
in Canada
~42% of clicks
~12% of clicks
~8% of clicks
~6% of clicks

12. Using Search: Cormode.com
• Delivers a 1+ quality lead/day for:
• Car wash construction 100+ other
key phrases
• Web leads convert higher
• AND…67 resumes per month.
“In one month alone, we closed five sales
that we can directly attribute to our
website. These sales contributed
significantly to our bottom line.”
— Ben Elzen, President Cormode & Dickson

13. Using Search: LJWelding.com
• Provides welding and pipe handling equipment
• Built a high performance website to tap into
online demand.
• Over 4 years, the website has driven over
5X increase in revenue.
“At the end of the day, we view this as the single best
marketing investment we could have made. It’s been
transformational for our business, turning us from a
local player into a company with global sales.”
- Ryan Holt, General Manager LJ Welding & Machine

14. Right Place. Right Time. Online.

16. Practical Applications: Sales & Leads
• People are looking for what you sell
everyday.
• Searches per month in Canada:
• ERP consultant 28
• Transportation logistics company 16
• Canadian life insurance companies 260
• Prefab steel buildings Canada 36
• Law firms in Edmonton 58
• Machine shop Edmonton 46
• Donate to charitable organization 16
• Edmonton downtown restaurants 590

17. Keyword Research

19. Keyword Research
“Informed decision-making comes from a long
tradition of guessing and then blaming others for
inadequate results.”
- Scott Adams
Author of Dilbert Cartoons

20. Effective Keyword Research
ROI & Opportunity
How do your customers
describe/research our product or service?

21. Keywords that deliver ROI should be:
• Relevant to your business/page of content
• Search frequently
• Obtainable for your site to rank on
• Competitive Research: PageRank, Domain
Authority, number & strength of competitors
• Tip: 3+ word phrases:
= Conversion Competition

22. www.adwords.google.com

23. • Language your customer is
speaking
• Phrases for SEO/PPC
• Services/products to sell
• Blog content
• Social media ammo
• Opportunity/Gap in market

24. Other Keyword Research Tools:
• Soovle.com
• WordTracker.com
• Trellian’s KeywordDiscovery.com
• Google Trends
• Google Suggest
• Keywords within Analytics!!
• Segment organic & PPC phrases

25. www.soovle.com

26. www.soovle.com

27. PPC (Pay-Per-Click)
Adwords.google.com

28. Paid Listings
20%
Natural/Organic
Listings 80%

30. On-Page “SEO”

31. Effective SEO Includes:
• Keyword research
• Proper site structure & architecture
• Proper keyword inclusion
• Fresh & unique content
• Authoritative & industry related links
• Social media integration
• Measuring, monitoring & testing

32. On Page Keyword Inclusion
• Page title tags
• Site navigation NOT
• Body copy Keyword
• META descriptions Stuffing!
• Headlines (H1, H2)
• ALT attributes for images
• URL structure
• Internal (anchor text) links

33. Title Tag
Meta
Navigation
Description
Headline
ALT Text
Body Copy

34. Title Tag
Meta Description

35. Local

36. Capitalize on Sales & Leads: Local
• B2C example: no location referenced in phrase

37. Capitalize on Sales & Leads: Local
• B2B example: no location referenced in phrase

38. Claim Your Google+
Business Listing

39. http://www.google.com/+/business/

40. Mobile

41. Mobile, my the times have changed…

42. Capitalize on Sales & Leads: Mobile
• Imagine:
• You’re working on an oil rig
• You’ve had some equipment fail on you
and need new parts.
• Your traditional
supplier is
back-ordered
3 months.

44. Capitalize on Sales & Leads: Mobile
• “Oilfield equipment” and other variations are
searched 91 times per month in Canada on
mobile devices.
• “Oilfield jobs” are searched 880 times per
month on mobile devices.

45. Capitalize on Sales & Leads: Mobile & Local
“We attribute 15%
of all new business
from search, mobile
and local traffic.”
- Karen Bodoano,
General Manager

46. Overview
Capitalize on Sales & Leads: Mobile
• Smartphone sales are expected to exceed
laptop & desktop computer sales combined
in 2012.
• From 18 typical Canadian companies, we
saw an average of 442% growth in mobile
users year over year.
• In 2012 Canadian companies can expect
~1/3 of their website users to be using
mobile devices.

47. For more industry mobile usage charts, see
www.topdraw.com/mobile

48. Mobile Sites

49. Like it or not…
THIS IS THE WEB
Does your website look
good on a mobile device?
A 1/3 of your users is
significant!

50. Websites that work on everything!
Yes, it’s possible.

51. Options for going Mobile?
1) Do nothing
2) Use a plug-in
3) Responsive Design
4) Separate desktop and mobile websites
For direction on what mobile solution might
work, check out www.topdraw.com/mobile

52. Social Media

53. Social Media

54. Facebook
• Crazy guys I went to high school with
• Right wing aunts
• Left wing cousins
• Pictures of my kids

55. Twitter
• Internet Enthusiasts
• Journalists
• Media people

56. LinkedIn
• Business owners, sales, marketing folks.
• Can track contacts through job changes
• Provides work contact info in a snap.

57. LinkedIn
1. Create your account today!
2. Add in people you’ve had business contact
with.

58. Knowem www.knowem.com
• Search over 340 popular social media
networks to instantly secure your brand
across the social web.

60. EO Member Social Media Use

61. Metrics that matter!
• Can you measure online marketing?
• Yes, but which campaign worked the best
• What are metrics that really matter?
• Leads, phone calls, resumes, site visits

62. Analytics

63. Reports Confusing?

64. Metrics that Matter = Real ROI

65. 4 Things To Do on Monday
1. Search: Does your website generate
leads/sales?
• Do you rank on key phrases for your
services/products?
• Do you have metrics that matter?
2. Social: Claim all your social media brands
• www.Knowem.com

66. 4 Things To Do on Monday
3. Local: Claim your local listing
• http://www.google.com/places/
4. Mobile: View your site on your mobile
phone
• Can you click the links, easy to read, contact
info?
• www.howtogomo.com

67. Thank You! Questions?
Ken Jurina
President & CEO Top Draw Inc.
ken@topdraw.com
@kenjurina
Download the presentation:
www.topdraw.com/presentations