A short presentation I gave at a conference in '07 to a group of Managing Partners from large accounting firms on how they could use online marketing to increase their brand awareness and revenues.

1. Tommy R. Young III Vice President of Marketing BizConference 618-566-0034

2. Why Online Marketing is Important The future of business communications: Interactive in nature. Easier to target and customize. Open lines of communication. Reverses the flow of information Cost effective and easy to use. Easy to measure return-on-investment.

3. Know What People Are Searching For 80% of traffic is from search engines. Keyword research is an often overlooked concept. Leave out this step at your own peril.

4. Google Keyword Selector

5. Google Keyword Variations

6. Google Site-Related Keywords

7. Get Found On Search Engines Again, 80% of traffic is from search engines. How search engines work is both easy and hard to understand. You must optimize your site for “natural search” results.

8. Web Site/HTML Header Code

9. Natural Search Results

10. Track Your Web Site Traffic Again, another overlooked concept. Without data you can’t analyze success of failure. Easier to do then you might think. Don’t drown in data.

14. Focus On Good Content “Content is King” for a reason. Good content keeps people coming back. Builds creditability and positions your firm as an industry expert. Stay away from “Brochureware.”

15. Use an Electronic Newsletter

18. Start a Weblog

21. Blogs Help Natural Search Results

22. Don't Fear Registration Forms Registration forms are your “friend.” Generate leads and therefore potential sales. Not used nearly enough by business-to-business firms. Prospects will fill them out.

23. What Content Is Worthy of Registration?

24. Does a Summary Encourage Registration?

27. Don’t Fear Keyword Ads Cost effective and easy to set-up and monitor. Not used yet by many business-to-business firms. Potentially your most targeted advertising tactic. You only pay for clicks, not views.

28. Google Keyword Ads

29. Use Interactive, Rich Media Media that is more engaging then text and visuals alone. Rich media can include: Video Podcasts Webinars RSS Feeds

30. Free Podcast Tool: Odeo

32. Free RSS Reader: Google

33. Free RSS Feeds: FeedBurner

34. Free Blog Tool: WordPress

35. Conclusions These items are fairly easy to implement. More effort then advance knowledge. Most business-to-business firms are not utilizing them. You can see and measure return-on-investment.

36. Question & Answer