This document provides tips for using internet marketing and social media. It discusses using a website as the hub of marketing activities and tracking returns on investment. It encourages shifting from interruption marketing to attraction marketing by thinking like publishers and socializers rather than advertisers. Specific tips are provided for search engine optimization, paid search, social media platforms like Facebook and Twitter, and measuring effectiveness. The overall message is that digital marketing requires an evolving strategy and focusing on engaging customers through valuable content.

1. Internet Marketing &
Social Media
Tips to Help You
Traverse the Digital Divide
By Marcy Mitchell
www.MtechBD.com
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2. Marcy Mitchell, MTECHBD.com
Internet Marketing Consultant
 Owner of MTECH Business Development - 16 years
Web site development/ Search engine optimization
Social Media
Internet marketing consultant (PPC, SEO, Advertising)
 Internet Marketing Director for a number of leading real
estate firms & Pagosa.com
 Former Vice Chair of Pagosa Tourism (TTC)
 Certified Marketing for Smarties Coach
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3. Tips to Guide You Safely
Across the Digital Divide
Web site Strategy – The Hub of Your
Marketing Activities
Tracking for ROI
Interruption Marketing to Attraction
Marketing Shift
SEO & Social Media
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4. Web Site is Most Powerful Tool
Establish Credibility (with copy, graphics and content)
Establish You as an Authority
Bridge b/w Suspect to Prospect
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5. Web Site – Integral part of
Your Marketing Strategy
Web Site is a Communication Tool
What Message Are Your Sending?
What is Your Unique Positioning?
All Marketing Media Should Match
Make Sure All Other Marketing Channels
Promote Web Address (URL)
Unique Landing Pages/ Media Channel
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6. Web Site – The Hub
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7. Google Analytics
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8. “Interruption” Marketing
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9. Attraction Marketing
Marketers are starting to think like publishers and
socializers and less like advertisers.
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10. Merchant Circle Survey of 8500
Small Business Owners
50% spending less than $2500/yr on marketing
70% using Facebook for marketing (up 20%) –
37% rate it as one of the most effective tools
40% rate Google Search as top three
40% use Twitter for marketing
Top three – Social, Search and Email
During 2010, print dropped 33%, Yellow pages
down 18% and direct mail decreased 26%
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11. Search Engine Optimization
Always changing – ongoing strategy
Google and Bing now include social media
Relevance & Authority
Quality In-Bound Leads
Takes Experience & Time
More Competitive the Keywords, the More Skill
Research Keywords – Google Keyword Tool
CONTENT is Key – Recent Google change
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12. Organic vs. PPC
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13. Social Media – Drive Traffic /
Connect with Customers
Blogs – Wordpress.org – install on hosting
YouTube.com – Online Video
Flickr, Shutterfly - Photos
Facebook.com
Twitter.com
Linked-In & More!
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14. Most Popular Social Media
Vehicles:
• Facebook - 400+ Million Users
• Twitter – 75 Million Audience
• YouTube – Reached 100 million users in
March 2009
• LinkedIn – 65 Million Members
• Blogs – Wordpress.org, blogger.com
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15. Facebook – Initial Steps
1. Go to: http://www.facebook.com – Create page for celebrity, band or
business
2. Suggest to your friends to “like” your page.
3. Promote Content you Publish on Blogs, Videos, Photos, Webinars, etc…
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16. Should I use Facebook?
1. Who is our target market?
2. Is search engine marketing important to us?
3. Do we have upcoming events we want to
promote?
4. Do we have photos, articles and videos that we
can share?
5. Do we have enough time to create an effective
presence?
6. Do our customers use Facebook?
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17. Facebook – Grand Hotel
1. Now – 15,048 fans. 5,456 fans one year ago. Fans post comments,
reviews, photos.
2. Links to various website, blog, flickr, YouTube channel, twitter pages
3. Reviews and Events section
4. Photo gallery & visitors invite friends/family to see photos (WOM) 17

18. Twitter Initial Steps
1. Sign up for Twitter – Business or Personal Account
2. Use Business Name for Branding in selecting User Name
3. Personalize Your Profile
4. Start TWEETING
5. Find People to Follow – once you follow them they most likely will follow
you
6. Search Twitter to see what people are saying about your company:
http://search.twitter.com
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19. Twitter for Business
Digital equivalent to networking at Chamber functions
Automatically link to Facebook
Interact with your customer base
Track what people are saying about your company
& competitors
Create buzz around upcoming events
Promote other content you’ve created, including
webinars, blog posts or podcasts
Develop direct relationships with bloggers and
journalists for potential PR placement
Posts are indexed into Google and Bing
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20. Twitter – twitter.com/thehoteldog
1. Pet-friendly hotel in Nova Scotia has 1553 followers
2. She is the hotel concierge and gets fan tweets, fan mail and is a favorite
among dog lovers
3. Promotes new events
4. Responds to questions about hotel
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21. Takeaway:
Understand that marketing shifts require a
NEW WAY OF THINKING
RESEARCH & LISTEN to your customers
Remember new marketing is about
attracting clients through VALUABLE
CONTENT & INTERACTIVITY
Discover Your Unique Message &
remember BRANDING
Track EVERYTHING & Capture Leads
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