Uploaded bySam Benner
Internet Marketing Fundamentals - Search Engine Optimization & Social Media
The document outlines a training presentation on internet marketing strategies, conducted by WSI, a prominent global internet marketing consulting company. It covers topics including website design, search engine optimization, social media engagement, and email marketing, emphasizing the importance of analytics in tracking success. Various case studies are presented to illustrate effective marketing techniques, alongside recommendations for leveraging rich media and social networks.
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Internet Marketing Fundamentals - Search Engine Optimization & Social Media
- 1. The Next Levelof Internet Marketing Prudential California Realty Training Presentation
- 2. Today’s Agenda • Introduction • Design that converts • Search engine marketing • Social media strategies • Email Marketing • Analytics
- 3. About WSI WSI is a Global Research and Knowledge based organization, specializing in Strategic Internet Marketing, Online Branding and Business Automation. We are the LARGEST Internet Marketing Consulting Company in the World
- 4. • Head Office Toronto Canada A Global Network • 1500 offices proven processes – proven results • 87 Countries • 345 Certified Google Experts • 35 Certified Analytics Experts • 28 Certified Conversion Specialists • 381 SEO Content Developers • 182 Certified Landing Page Developers
- 5. Local People • Bornand raised in Ventura – 3rd generation – know and love this area • Saint Bonaventure High School alumnus • Communications degree from Stanford University • Saw a need
- 6. Information Overload • Easyto get overwhelmed online today • We are conditioned to be fearful of what we don’t know • We tend to stay in our comfort zones • Time to overcome and break through
- 7. Design that Converts • Site design is critical • Intuitive • Clean presentation • Conversion based architecture – Shopping for a digital camera
- 8. Client Buying DecisionFunnel
- 9. Case Study: Ventura Overhead Door • Using a vendor template website • Lots of money in pay-per-click, not converting • Print marketing was not converting • We started with a redesign of their existing site
- 12. Results April 2009 • 1,502 visits • 3,881 page views • 8 submitted contact forms (80% conversion to new business) • Never had received one internet lead before the redesign
- 13. Idea 1 -Site Redesign • Wow visitors • Current look & feel • Convert more customers
- 14. The Power ofOptimization: Search Engine the Internet What is it? • •Ranking for targeted keywords Google’s index stands at over 8 billion pages – When you search your product/service and • 90s area you are in, do you come up? the boom, Millennium • Moving target bust – Goal remains the same, the path • Web 2.0 Internet Marketing (IM) is the does not process of growing and promoting an organization using online media -Wikipedia
- 15. Search Engine OptimizationNow What has changed? • Google has changed the rules – Content and rich media (video, podcasts, etc.) is king • Mixed media results – Searches result in news feeds, image samples, local business directories, videos, and websites
- 17. How Search Engines See Your Site
- 18. Important 1st Steps •Meta data – Your site’s first impression to search engine spiders – Title, keywords, description • Alt tags – Tag your images and links with your target keywords – i.e. Google Images
- 19. Content is Emperor •Focused – Cover one topic per page – Good internal link structure to allow visitor to dig deeper • User friendly – Simplify your product/service offering into easy to understand layman’s terms
- 20. Next Step…Rich Media •Google’s new search engine spider now can index… – The audio track of a video, audio podcast and find keywords – A flash website/file – An RSS Feed for relevant content
- 21. RSS Feeds • Simplyput – a content feed – Standardized format to syndicate a particular source of information – Blogs put RSS on the map • Why use them? – Steady stream of fresh content on your site – Search engines love them – can easily index the information for keywords
- 23. Idea 2 -Blog Campaign • Consistent content • RSS • Search engines love it! • $ effective
- 24.
- 25. Pay Per Click– Pros & Cons • Pros – Dominate search results as part SEO campaign – Pay for performance • Cons – 15% of searchers click ads – Ventura County is difficult to target
- 26. Case Study Ventura Overhead Door • Search Engine Optimization Campaign – Optimizing main site for targeted keywords – Created and optimized video – In process of adding blog and rss feed as well • Goal – Dominate local searches for garage door sales and service
- 27. The video alonehas been viewed over 300 times since mid-April
- 28. W h at Is S o c ia l M e d ia Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio. - Wikipedia, July, 2008
- 29. social media is also your online reputation
- 30. S o cia l M e d ia N e t w o r k s
- 31. Social Media SiteTrends YouTube vs. Facebook vs. Twitter
- 32. Video is It! Andyou don’t need to be Scorsese
- 33. YouTube in 2008 Consumed As Much Bandwidth As The Entire Internet in 2000
- 34. More than 1 in 8 viewers make a purchase after watching a video ad online eMarketer
- 35. YouTubing The SearchEngines • Often on the first page • Often in the top positions • Can be indexed and ranked within an hour of submission
- 36. Facebook • More than200 million active users – 100 million sign in at least once a day • 2/3 of users are outside of college • Fasting growing demographic is 35 years old or older • No. 1 photo sharing application on the Web (comScore) – 900 million photos uploaded each month
- 37. Facebook Business Opportunities • Facebook Pages/Groups – Cause? Go for Group – Business? Create a Page • Case Study - WM – Insights – Cigar Dinner
- 38. Facebook Ads • Displayedon profile • Facebook knows you best • Ads you see are based on age, sex, location, political slant, even your profile information: – Hobbies and interests – Pages you are a fan of – Causes you have joined • Let me show you…
- 39. Facebook Hi from Janice, click to speak with me now I had “engaged” on my Facebook profile so what kind of ads do you think keep popping up? What kind of ads would show up for a male who is not engaged or married?
- 40. • Microblog (140characters of brilliance) • Screen name important • Who cares? Make them care… • Don’t use it as your ‘personal soundtrack’ • Advanced searching capability • Workaround for 140 character limit
- 41. LinkedIn Business Networking &Referrals
- 42. Who Is UsingSocial Media? • The average person spends 2.5 hours a day on social media
- 43. Idea 3 -Get Social • Connect with customers • Join the conversation • Manage your online identity
- 44. SEO & SMOWork Together Hello. I’m SEO. And I’m SMO.
- 45. 7 out of10 Video Sharing Site Video Sharing Site User Generated Content Video Sharing Site Social Networking Site Video Sharing Site Social Networking SIte
- 46. Don’t Forget EmailMktg. • Allows you to maintain good relationships with your existing clients • Ensures that clients visit your website frequently • Segment list appropriately
- 47. Tracking Your Progress WebMetrics & Analytics • Success comes from trying, testing and measuring • This allows us to determine what is working and what is not • WSI is proactive in sharing these analytic reports with you
- 48. Idea 4 -Google Analytics • Mandatory! • Know what your visitors are doing • Google paying attention
- 49.
- 50. We Want toTalk with You Every Client is Different Every Campaign is Unique We Can Help You & Let You Focus on Your Business
- 51. Thank You For acopy of this presentation please email me: Sam Benner sam@wsiglobalsolutions.com 805.351.3891