The document outlines a comprehensive guide to internet marketing, emphasizing the importance of website design, SEO, content marketing, and social media for modern businesses. It highlights the evolution of advertising technology and the need for business owners to adapt their marketing strategies to current trends, including targeted online advertising and engagement through social platforms. With over 30 years of experience and significant ad spend management, the authors aim to share their expertise in mastering effective internet marketing strategies.

1. ADAPTING ONLINE
Internet Consulting and Website Design

2. INTERNET MARKETING
WEBSITE DESIGN, CONTENT SEO, PAID ADVERTISING,
SOCIAL MEDIA, DIRECTORIES, REVIEW SITES &
HOW TOMAKE IT ALL WORK FOR YOU

3. ABOUT US
WE HAVE THE MARKETING EXPERIENCEAND
WE WANT TO SHARE OUR KNOWLEDGE WITH YOU
Connect With Us
We’ve BeenAround
Collectively we have 30+ years of
internet & marketing experience.
Google Certified
We have managedover$15
million dollars in internet ad
spends. We have met Google.
We Are a Team
We come frombothsides of the
marketingworld– design and
functionality.

4. 7 Steps to Mastering Internet Marketing
Website Design & Mobility
To have a great website is onlyhalf the battle.
To have a successful website youmust learnthe
rest from the best.
The advancements in advertisingtechnology are farout-pacing the changes in other areas of business development. With the evolution ofthe internet,
social media, smart phones andtablets manybusiness owners have let their business marketing strategies fall behind thetimes, andthe times are
changingrapidly. Back in theday business owners bought ads in the phone bookor advertised in newspapers and onT.V.The ability to mass mail
letters, flyers or brochures to prospective customers allowed a more direct approach. Thenthe internet came alongand everyone neededa website
address that they hopedpeople would remember when theyneededit. Now withsearch engines like Google andBing youcan showa specific ad to a
specific person in a specific townsearchingfora specific service. How’s that for direct advertising? Youcan showads to people based ontheirinternet
habits, their social connections, their language orhobbies. The best partis that, in manyinstances, youcan reachthese prospective customers forfree!
Social Media
Who would have thought youcould be social from
behind a computer screen, muchless make money
doing it.
Content Curation, Distribution & SEO
Words are great, but if noonereads themdothey
make a difference? How great words can make a
great website.
Directories and Review Sites
Let’s be honest, youhave usedYelp!Eventhough
you don’t believe all those reviews.
Paid Advertising - PPCs
Don’t be ashamedto payforads. Everyone is
doing it. This is how the gameis played.
Authority
That sweet spot where all the pieces come together
in Zen to make your internet marketingplan a
triumph.
To masterinternet marketing you must first know internet marketing.

5. Interesting Stats from 2014
In case you needed more convincing.
97% 91% 88% 70% 37%
Of consumers
searchonline for
productsand
services.
Have visiteda store
because of an online
experience.
Have been
influencedby an
online review.
Comparedpricesor
readreviewsbefore
purchasing.
Use the internet to
find a store at least
once a month.
Source: 2014 Small Business Customer
Friendly websites – Post -Gazette

6. Before We Get Started . . .
What does Internet Marketing look like thesedays?
Promotingyourbusiness andwebsite
throughpaidadvertising onthe search
engine results page.
PPC
Sharing free valuable content to yourmarket
in hopes they become loyal customers.
Usually throughblogging.
Inbound Marketing
Promotingyourbusiness, websiteand
content across the various social media
networks.
Social Media Marketing
Promotingyourbusiness usingbanner and
image ads that show up onother websites,
videos and blogs.
Display Advertising
Promotingyourbusiness throughthe natural
process of ranked pages onthe search
engines.
SEO
Promotingyourbusiness by reachingout to
customers & prospects via email.
Email Marketing

7. 7 Components to Internet Marketing
What makesyour Internet Marketing tick?
All of these pieces
should work together
and independently as
part of your marketing
plan.
The Pieces
Thisis what you get once
you masterthe piecesof
today’sinternet marketing.
Authority
Yourwebsite design must be
fluid,easy and mobile
responsive.
Web Design
You must have content
optimized forthe search
enginesand interesting to
youraudience.
Content & SEO
Whetherit’s on Google,
Facebook,Bing orYouTube,
paid adscan be vital to
internet marketing.
Paid InternetAds
Acquiring listingsand paying
attentionto what your
customersare saying can
make or break your
reputation.
Directories & Reviews
Knowing where your
audience is,listening to what
they are saying and engaging
themas a peer.
Social Media

8. WEBSITE DESIGN

9. Website Design & Usability
There are 6 basicparts of a great website.
LINK BUILDING
Links to, fromand within your site
give the search engines a mapof your
content and guide themthroughyour
website.
IMAGES & VIDEOS
Properly optimizedvideos and
images creates ‘stickiness’and user
interaction.
FRONT END UX
Your design should be easyto
navigate, understand andshouldhave
a great call to action.
BACK END
What your website is built oncan
effect its success and yours.
DOMAIN NAME & HOSTING
Tips and hints for picking a good
domain name andhostingcompany.
MOBILE RESPONSIVE
With smart phone andtablet use
increasing, a mobile-friendlywebsite
is critical.

10. The Mobile Difference
Image Holder
Image Holder

11. CONTENT & SEO

12. Page Layout
Consistency
Voice
Call To Action
Keywords
What Makes Great Content?
How can content impact SEOand sales?
After they have readall of your
good information youneedto tell
them what to do next. Eachpage
should havea purpose.
Tell Them WhatTo Do
A white page full of words is
boring. Use titles, images links
and more to keepthemreading.
Keep Them Interested
Researching the right keywords to
use in your content is the first step
to ranking for what’s important.
Write For What’s Important
Content is not set-and-forget. You
have to keep a consistent schedule
of quality content.
Keep Posting
You should writeas if you are
having coffee.Keep it natural and
comfortable.
Talkto Your Audience

13. Shout It Out Loud
You need your voice and your content to be heard.
Send a Newsletter
If people opt in to hear from you, make surethey
get your goodcontent alongwith yoursales pitch.
Blog and Guest Blog
Whether it’s your own blogor guest blogging,
putting your content out there gets your nameout
there. Be the authoritative voice in yourindustry
and build yourbrand..
eMail Marketing
You collect emails fromsales, shows, contacts and
more. You canuse themto promote good content.
Spread the Word
Social media sites are a great way to share content ,
create brand awareness andgrow a following.

14. PAID INTERNET ADVERTISING

15. You Have to Pay to Play the Game
Learn how to target the customeryou want.
Use specific targeting to only show your
ads to the people you want to see them.
Pinpoint Your Target
You can buy ads on YouTube, Google,
Bing, Facebook, Twitter, Pinterest and
Instagram (coming soon).
Ads Where Your Clients Are
You determine how much or how little
you want to spend. As well as what
time and what days.
Set Your Budget
Use cookies to make sure your ads are
shown to qualified prospects. That’s
how those stores follow you around the
internet.
Cookie Them

16. SOCIAL MEDIA

17. The Numbers Don’t Lie
Social media stats that may blow yourmind.
300 Million
Instagram grew by50% in
the second half of 2014 and
is now biggerthanTwitter.
284 Million
88% are on mobile devices
and there are 500million
tweets per day.
1.4 Billion
47% of all internet users are
on FB. Facebookvideo
uploads nowexceed
YouTube.
347 Million
Started in 2002, it is one of
the oldest. It is primarily
used by professionals,
students and recent grads.
70 Million
80% of all users are female.
88% of people onPinterest
purchase a product they
pinned.

18. Putting Social Media Together
Let the talking work for you.
01 02 03 04 05
Profiles
Make sure yourprofiles are
created and optimized for your
business.
Branding
Use profile and header images
that showcase yourbrandor
products.
Post!
Consistent postingis
important. Determine the best
time to post on each network
and keep at it.
Engage
Pay attention to comments,
likes and shares. Engage in
conversations with your
audience, but keepit
professional.
Review,Adjust Repeat
Like content, social media is not
set-and-forget. It takes a plan,
diligence & patience-but it can
pay off big time.

19. DIRECTORIES & REVIEWS

20. Directories and Reviews
Driving people to - or from - your brand.
Citations
Links from directories are an
important part of local SEO
and geo-location in the search
engines.
01
Reputation
61% of customers read online
reviews before makinga
purchase decision.
02
CustomerSupport
People want to see companies
engaged andconcernedwith
their customer satisfaction.
05
Trust
Consumer reviews are trusted
almost 12x more than
companyoffereddescriptions.
04
Conversions
50 or more reviews per
products can meana 4.6%
increase in conversions.
03

21. VERTICAL AUTHORITY

22. Growing Your Internet Authority
Plant it, tend to it and watch it produce.
Your Website isStep #1
A good website, with good
visibility, good functionalityand
mobile responsiveness should be
your first priority.
Paying to Get TargetedClients
Making your own qualified prospects by
creating ads for specific people in specific
areas at specific times for their specific
needs
Creating & Sharing Content
That people wantto read. This keeps
them comingbackto you as the go-to
person in your vertical.
Using Reviews & Directories
To promote your brand,products and
services. Listeningto andcaring for
your customers andtheiropinions.
Using Social Media to Sell
To your market where they are.This is the
fastest growing areaof internet marketing.
Vertical Authority
Reached when all aspects of
internet marketingcome together.

23. The Circle of Internet Marketing life
How it all goes around
Takes your content andhelps it get found in
the search engines,increasingclicks to your
site, sales and authority.
SEO
Your website houses anddisplays content
in a useful manner,andthe more yoursite
is visited, the longer people stay andthe
more authorityyouhave the better your
website will rank.
Website Click-Throughs
Can jump start yourinternet,increasing
clicks to your site, brand awareness and
sales. Directly impactedbyyour content.
Paid Advertising Content
Creates valuable contentfor inbound
marketing, email marketing, andsocial
media. This increases your brandandname
recognition.
Blogging
Distributes yourcontentand generates
clicks to your website andbrandawareness.
Social Media
When everythingcomes full circleand you
can’t spend the money! Authority
increases traffic to your website anddesire
for your content.
Authority
Provides citations for local SEO anda voice
for your customers, which in turns boosts
conversions andauthority.
Directories & Reviews
Content
Helps your website rank,provides posts for
social media and helps with yourpaid
advertising costs

24. ADAPTING ONLINE
Let’s start a conversation
512.993.9993 AdaptingOnline.com
/AdaptingOnline /AdaptingOnline
We would love to talk to you
Whether it’s todayor whenever youhavea question,we wouldlove to hear
from you. We love talkingabout all things internet so, so don’t hesitate to
call or connect with us via socialmedia.
@AdaptingOnline /AdaptingOnline
/company/adapting-
online-llc
+AdaptingOnline