SlideShare a Scribd company logo
w w w . k a t a n d m o u s e . c o m
The Good, Bad & Ugly
of Internet Marketing
By Kathy Long
w w w . k a t a n d m o u s e . c o m
Interludeclick to enjoy
w w w . k a t a n d m o u s e . c o m
Why am I
on my
soapbox?
w w w . k a t a n d m o u s e . c o m
Why?
• Scams
• Lies
• Well intentioned, but
misinformed
w w w . k a t a n d m o u s e . c o m
True
“If you pay peanuts, you get
monkeys."
w w w . k a t a n d m o u s e . c o m
True
“If you pay premium, you
get peanuts."
w w w . k a t a n d m o u s e . c o m
5 Essential Elements
for Online Success
• Messaging
• Website
• Visibility (SEO)
• Social Media Marketing
• Mobile
• PPC
w w w . k a t a n d m o u s e . c o m
Messaging
w w w . k a t a n d m o u s e . c o m
Messaging
Your messaging lets the person
receiving your message know how
your offer will help them, why
they should choose you over
others, and why it’s worth
spending money on.
w w w . k a t a n d m o u s e . c o m
• No competitive analysis,
therefore no differentiator
• No value proposition
• No consideration for customer
• Not evident enough
• No call to action
Bad & Ugly
Messaging
w w w . k a t a n d m o u s e . c o m
The Good
Messaging
• You have what I need!
• You really can!
• You’re better!
• I know what to do!
w w w . k a t a n d m o u s e . c o m
Messaging
Value Proposition
Differentiator
Proof Points
Call to Action
All for the right person at the right time.
w w w . k a t a n d m o u s e . c o m
Messaging Framework
w w w . k a t a n d m o u s e . c o m
Messaging Framework
Click to
download
w w w . k a t a n d m o u s e . c o m
Example
Chiropractor
w w w . k a t a n d m o u s e . c o m
Click to view
w w w . k a t a n d m o u s e . c o m
Click to view
w w w . k a t a n d m o u s e . c o mClick to view
w w w . k a t a n d m o u s e . c o mClick to view
w w w . k a t a n d m o u s e . c o m
Give interior pages
the same importance
• Blog should be
integrated with
the rest of the site
• Calls to action
should be there
• Messaging about
who you are
should be there
Not
Good
w w w . k a t a n d m o u s e . c o m
$10K a month on PPC
ads that led women
to this page on
keywords:
• Endometriosis
surgeon
• Endometriosis
treatment
• Endometriosis
pictures
• Endometriosis
symptoms
Poorly converting home page
w w w . k a t a n d m o u s e . c o m
More targeted
messaging resulted
in cost per
conversion drop from
$350 a to $169
Better converting home page
Addresses the pain immediately.
You say, “I’ve come to the right
place.”
w w w . k a t a n d m o u s e . c o m
More targeted
messaging resulted
in cost per
conversion drop from
$350 a to $169
Better converting home page
Sets the differentiator and value proposition.
You say, “I found the best. They
have a solution that works.”
w w w . k a t a n d m o u s e . c o m
Website
w w w . k a t a n d m o u s e . c o m
Website
Your website lets the visitor know
how your offer will help them, why
they should choose you over others,
and why it’s worth spending money
on. Messaging uses words. Your
website takes those words and places
them into design and layout.
w w w . k a t a n d m o u s e . c o m
Bad & Ugly
Website
• Pretty trumps purpose
• Ugly
• Message isn’t clear
• No consideration for customer as buyer
and user
• Suffers from “technologyitis”
• No visibility
w w w . k a t a n d m o u s e . c o m
The Good
Website
• Professional looking
• Message is clear
• Each page ‘speaks’ to a specific
audience
• Great usability
• Can be found online
• As good or better than competitors
w w w . k a t a n d m o u s e . c o m
Website Cautions
Your website is your most important
marketing vehicle, so…
• Pretty is is not as pretty does
• The kid next door may be clever and
may be artistic, but doesn’t know your
business, and doesn’t know marketing
w w w . k a t a n d m o u s e . c o m
Website Cautions
Your website is your most important
marketing vehicle, so…
1. Everyone says they do SEO
2. Free / $0
3. Free DIY website builders from Intuit,
Godaddy, etc. are limiting
=
w w w . k a t a n d m o u s e . c o m
Website Scam
Selling it as custom but using
packaged templates
“The sad truth is that the designer probably
bought (or downloaded illegally for free) that
template for $30, modified it for an hour or two,
then was trying to submit it as his own custom
web design and sell it off for about $2,000.”
http://www.rickydeez.com/web-design/web-template-scam/
w w w . k a t a n d m o u s e . c o m
Well-Intentioned
Selling you on custom when a
template will do…
Custom Template
w w w . k a t a n d m o u s e . c o m
Building a website from
scratch without a template
is like rebuilding your
house to get new carpet.
Rarely do you need that.
Well-Intentioned
w w w . k a t a n d m o u s e . c o m
Template
w w w . k a t a n d m o u s e . c o m
Knock-
off
w w w . k a t a n d m o u s e . c o m
Template
w w w . k a t a n d m o u s e . c o m
Knock-
off
w w w . k a t a n d m o u s e . c o m
DIY?
w w w . k a t a n d m o u s e . c o m
w w w . k a t a n d m o u s e . c o m
w w w . k a t a n d m o u s e . c o m
w w w . k a t a n d m o u s e . c o m
Should you DYI?
Know your competition.
Know your strengths.
Are they equal?
Then you can try it yourself with a
Self-hosted Wordpress + theme
w w w . k a t a n d m o u s e . c o m
DYI?
Understand that it’s going to
take you a LONG time.
Is your time better spent making money
and letting someone else make YOU
money?
w w w . k a t a n d m o u s e . c o m
Pro Sites
(not always all they’re
cracked up to be)
w w w . k a t a n d m o u s e . c o m
Beautiful! Functional! But what if I need to call them?
Did our tax dollars pay for that?
http://www.milwaukeepolicenews.com/
w w w . k a t a n d m o u s e . c o m
Beautiful! Non-Functional. Suffering from technologyitis
http://www.jacquico.com/
w w w . k a t a n d m o u s e . c o m
This site has
almost no custom
design, and yet a
few SEO tweeks
and more
substantial
messaging
tweeks, had her
phone ringing off
the hook in 5
days!
w w w . k a t a n d m o u s e . c o m
• The Essentials of Web Design That Works/
• Web Design Elements: Examples And Best Practices
• Neuromarketing: How Your Brain Sees Your Website
• 12-annoying-things-about-your-website-that-drive-
people-away/
• Website Design Essentials: Define Your Site’s Purpose and
Goals
• Web Design Essentials – Discover the Ingredients That Will
Make Your Website #1
• What Constitutes Good and Bad Web Design?
Web Design Resources
w w w . k a t a n d m o u s e . c o m
SEO
w w w . k a t a n d m o u s e . c o m
VISIBILITY
Your website needs to be found
by your customers online
wherever your customers are
looking for services like yours.
That may be the search engines, a
phone app, a directory, Facebook,
and more.
w w w . k a t a n d m o u s e . c o m
VISIBILITY
Press #1 to
claim your free
Google listing.
w w w . k a t a n d m o u s e . c o m
SEO Scams
• Telemarketers promising
you first page
• Ads for
TopSEOs.com
• Linkbuilding for
$49 month
• 100 backlinks
a month
w w w . k a t a n d m o u s e . c o m
SEO Scams
• Your website submitted to
50,000 online directories!
• Your website submitted to 500
search engines!
• Guaranteed first page listing!
w w w . k a t a n d m o u s e . c o m
Beware of over optimization.
We not only serve patients in Los Gatos, we also welcome
patients from Los Gatos and Los Gatos, San Jose, Campbell,
Cupertino, Saratoga, Santa Clara .
w w w . k a t a n d m o u s e . c o m
SEO firmed getting sued
Search engine optimization company The Rainmaker Institute,
which markets its services to law firms and bills itself as a "law firm
marketing provider", has found itself on the receiving end of a RICO
lawsuit for providing SEO services that violated Google's webmaster
guidelines.
The Rainmaker Institute charged Seikaly & Stewart of Farmington
Hills, Michigan, $49,000 for optimization services to increase their
firm's visibility in Google.
http://searchenginewatch.com/article/2287006/Attorneys-File-RICO-Lawsuit-Against-Law-
Firm-Marketing-Company-for-Spammy-SEO-Practices
w w w . k a t a n d m o u s e . c o m
SEO Scams
From a well-known, successful SEO
company…
This is their promise:
“We ensure that any backlinks we acquire for you are related to your website and
are highly relevant in order for you to attain the greatest, maximum exposure.”
(reworded so it can’t be tracked out of respect for the firm, hoping they changed their “evil” ways)
This is the result.
w w w . k a t a n d m o u s e . c o m
Beware of those promising the moon
w w w . k a t a n d m o u s e . c o m
Beware of pushing
out CRAP for content
to get SEO benefit
(backlinks)
http://www.velocitypartners.co.
uk/featured-post/crap-the-
biggest-threat-to-b2b-content-
marketing/
w w w . k a t a n d m o u s e . c o m
Good SEO can’t be cheap.
• SBSM Mailbag: How Best to Charge Small Businesses for SEO Services?
• SMALL BUSINESS SEO: COSTS, EXPECTATIONS & REALITIES
“I generally wouldn’t trust an SEO company that only charges
$300/month. $300 is closer to the hourly rate, not the monthly
rate, for a good SEO consultant. An SEO that’s only charging
$300/month probably isn’t doing much for you, doesn’t
understand the true value of his/her time, and may have a
very basic, limited definition of what SEO is.”
Matt McGee, Top Local SEO
w w w . k a t a n d m o u s e . c o m
Good SEO can be cheap
depending on:
• The Vertical
• The Competition
• The Location
w w w . k a t a n d m o u s e . c o m
How to hire
an SEO
http://www.portent.com
/blog/seo/how-to-hire-
an-seo-company-2012-
edition.htm
w w w . k a t a n d m o u s e . c o m
Think about ROI, not cost.
If you spend X and get back 3X or
5X or 10X, the actual amount that
X is really doesn’t matter.
w w w . k a t a n d m o u s e . c o m
Rules of the game
• Educate yourself! Do your
reading & listen to experts.
• Stay one step ahead of the
competition.
• CHASE CUSTOMERS NOT RANK!
w w w . k a t a n d m o u s e . c o m
Make sure you have a smart
consultant who understands
how to win the game.
This?
Or this?
w w w . k a t a n d m o u s e . c o m
Just don’t go to
sleep!
w w w . k a t a n d m o u s e . c o m
“If you want to wow the
search engines, you have to
wow your customers. Build a
site that they want and can
use.”
w w w . k a t a n d m o u s e . c o m
SOCIAL
MEDIA
w w w . k a t a n d m o u s e . c o m
The Bad & Ugly
Social Media
• No one is liking a “muffler repair”
Facebook page
• Competing against Fortune 500 for
airplay
• Very time consuming
• Difficult to build a following and get
engagement
• No obvious ROI
w w w . k a t a n d m o u s e . c o m
The Good
Social Media
• Builds trust
• Helps with SEO
• Gives your customers a chance to
meet the “real” you
• Build relationships with customers
• Increased visibility
w w w . k a t a n d m o u s e . c o m
SOCIAL MEDIA
“Hands down, the biggest mistake
small businesses are making on
social media is not using social
media.”
Steve Strauss author of Small Business Bible
w w w . k a t a n d m o u s e . c o m
SOCIAL MEDIA
bad decisions
w w w . k a t a n d m o u s e . c o m
You hire the proverbial
“kid next door.”
• Doesn’t know how to respond to
problems.
• Does not represent your business well.
• Doesn’t understand the medium.
w w w . k a t a n d m o u s e . c o m
They hired
someone
inexperienced,
could have
been a
teenage, or it
could have
been the
business owner.
What’s
missing?
w w w . k a t a n d m o u s e . c o m
w w w . k a t a n d m o u s e . c o m
w w w . k a t a n d m o u s e . c o m
Uh oh.
Trouble
brewing.
Reputation
at stake.
w w w . k a t a n d m o u s e . c o m
Good
reputation
reclaimed.
w w w . k a t a n d m o u s e . c o m
Before you hire a Social
Media “Expert”
From 10 Questions You Should Ask Your Social Media Expert, Guru or Wizard
Great questions to ask before you hire!
w w w . k a t a n d m o u s e . c o m
Beware the buy 10,000 Twitter
followers for $60 scam.
w w w . k a t a n d m o u s e . c o m
• Stop thinking you need all those
followers.
• A few who ENGAGE with you is
better than thousands who don’t.
w w w . k a t a n d m o u s e . c o m
Be social!
ENGAGE!
w w w . k a t a n d m o u s e . c o m
Don’t treat all
social media
platforms the
same.
http://www.linkedin.com/today/post/article/201308221735
00-10486099-storytelling-in-2013
“See now most people treat social
media as a ‘distribution channel.’ They
think ‘oh, I’ll make a Facebook post or a
Tweet that links back to a form on my
website.’ They’re looking at social as
just another way to blast you with the
same shit…
The trick here - the way to truly
succeed and provide value - is to lean
to natively story tell on each platform
and respect the psychology of what
makes a Facebook user different from a
Pinterest user and more different still
than an Instagram user.”
w w w . k a t a n d m o u s e . c o m
Don’t buy into the “you
need to be everywhere”
hype.
You only have so much time. Use it wisely.
Pick one platform, the one where your
customers are.
w w w . k a t a n d m o u s e . c o m
Identify your ideal community.
Be there and be there for
them.
1.Who are they?
2.Where do they hang out?
3.What do they talk about?
4.What questions do they ask?
w w w . k a t a n d m o u s e . c o m
“Companies should
focus more on how to BE
social, and less on how to
DO social media.”
http://www.convinceandconvert.com/social-
media-strategy/social-media-strategy-in-8-
steps/
w w w . k a t a n d m o u s e . c o m
Wait! You said no one is liking a
muffler repair FB page. But what about
Brimfield Police?
w w w . k a t a n d m o u s e . c o m
Mobile
Marketing
w w w . k a t a n d m o u s e . c o m
w w w . k a t a n d m o u s e . c o m
One third of the New York Times
traffic is coming from mobile
devices. Mobile visitors are
reading content sitting on the bus,
riding up elevators, and waiting in
store lines.
w w w . k a t a n d m o u s e . c o m
59% of
searches
in Yelp are
now on
mobile
devices.
w w w . k a t a n d m o u s e . c o m
Facebook is now
the #2 mobile
app for local
search behind
Google Maps.
This puts it ahead
of Mapquest,
Bing, and Apple
Maps. Yelp isn’t
even in the top
five.
w w w . k a t a n d m o u s e . c o m
Mobile Websites
The dilemma
Responsive?
Dedicated?
w w w . k a t a n d m o u s e . c o m
Dedicated:
$10 - $25 a month or
one-time cost to have
it built
Responsive:
$1000’s
to build
w w w . k a t a n d m o u s e . c o m
Dedicated Mobile Site
Mobile Site Options
• Quick to build
• Quick to load
• Easier to navigate.
• Less clutter.
• Convert better.
• Designed for visitor on the go.
• If you have this and another site, you
must maintain 2 sites.
w w w . k a t a n d m o u s e . c o m
Responsive
Mobile Site Options
• Much more difficult to build even with a
responsive template
• Harder to implement design and not as
flexible
• Slower to load
• Complete content for all search queries
• Google prefers all content be on one site.
w w w . k a t a n d m o u s e . c o m
Responsive
templates
If you’re building
a new website,
absolutely settle
for nothing less
than responsive.
Best of both worlds?
w w w . k a t a n d m o u s e . c o m
Best for local businesses
Best for informational sites
w w w . k a t a n d m o u s e . c o m
BIG MISTAKE!
Make sure every page on your site is
accessible to mobile users. If you
have 2 sites, one dedicated to
mobile, don’t
redirect all
queries to
mobile
site.
w w w . k a t a n d m o u s e . c o m
BIGGER
MISTAKE!
Not having a
mobile-
optimized
site!
w w w . k a t a n d m o u s e . c o m
Be Aware
1. Some Wordpress templates already have mobile
functionality built in. No need to spend extra!
2. Wordpress plugin exists that creates a mobile
version of your site for you.
3. If you go with a mobile site service like
Dudamobile, you still have to build it and you may
make the wrong decisions. Sometimes cheaper to
go with a developer, pay the cost upfront,
eliminate the monthly fee and get it done right!
w w w . k a t a n d m o u s e . c o m
Paid
Advertising
w w w . k a t a n d m o u s e . c o m
Google Adwords PPC
“I don’t need the SEO.
I do get orders, from
“xyz” getting my site
on page 1 of Google
results.”
She not only
needs SEO, she
needs help with
her PPC!
w w w . k a t a n d m o u s e . c o m
$10K a month on PPC
ads that led women
to this COMPLETELY
IRRELEVANT page
on keywords:
• Endometriosis
surgeon
• Endometriosis
treatment
• Endometriosis
pictures
• Endometriosis
symptoms
Remember this?
w w w . k a t a n d m o u s e . c o m
PPC requires strategic thinking and
lots of A/B testing and massaging of
ads and landing pages, always trying
to increase the ROI.
Don’t make the mistake of
thinking it’s good enough.
w w w . k a t a n d m o u s e . c o m
And don’t make the mistake
of forgetting about mobile
advertising.
Do a search for a local business on
your phone. What do you see first?
w w w . k a t a n d m o u s e . c o m
Bottom line –
Whatever kind of marketing you
do should not be costing you
money, it should be making you
money. And if you hire right,
that’s what you’ll get.
w w w . k a t a n d m o u s e . c o m
Overwhelmed?
Remember if you’re in a
crowd, being chased by a
bear, you only need to
be…
w w w . k a t a n d m o u s e . c o m
…one step ahead of your competitor
w w w . k a t a n d m o u s e . c o m
Web Design
SEO / Local SEO
Social Media Marketing
SEOcial
Mobile
PPC
www.katandmouse.com
408.647.2327
www.facebook.com/katandmouseo
Twitter: @katndmouse

More Related Content

Recently uploaded

IMG_20240615_091110.pdf dpboss guessing
IMG_20240615_091110.pdf dpboss  guessingIMG_20240615_091110.pdf dpboss  guessing
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
Lukas Rycek - GreenChemForCE - project structure.pptx
Lukas Rycek - GreenChemForCE - project structure.pptxLukas Rycek - GreenChemForCE - project structure.pptx
Lukas Rycek - GreenChemForCE - project structure.pptx
pavelborek
 
❽❽❻❼❼❻❻❸❾❻ DPBOSS NET SPBOSS SATTA MATKA RESULT KALYAN MATKA GUESSING FREE KA...
❽❽❻❼❼❻❻❸❾❻ DPBOSS NET SPBOSS SATTA MATKA RESULT KALYAN MATKA GUESSING FREE KA...❽❽❻❼❼❻❻❸❾❻ DPBOSS NET SPBOSS SATTA MATKA RESULT KALYAN MATKA GUESSING FREE KA...
❽❽❻❼❼❻❻❸❾❻ DPBOSS NET SPBOSS SATTA MATKA RESULT KALYAN MATKA GUESSING FREE KA...
essorprof62
 
➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka
➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka
➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka
➒➌➎➏➑➐➋➑➐➐Dpboss Matka Guessing Satta Matka Kalyan Chart Indian Matka
 
TriStar Gold Corporate Presentation - June 2024
TriStar Gold Corporate Presentation - June 2024TriStar Gold Corporate Presentation - June 2024
TriStar Gold Corporate Presentation - June 2024
Adnet Communications
 
➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka KALYAN MATKA |
➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka KALYAN MATKA |➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka KALYAN MATKA |
➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka KALYAN MATKA |
➒➌➎➏➑➐➋➑➐➐Dpboss Matka Guessing Satta Matka Kalyan Chart Indian Matka
 
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
concepsionchomo153
 
Pro Tips for Effortless Contract Management
Pro Tips for Effortless Contract ManagementPro Tips for Effortless Contract Management
Pro Tips for Effortless Contract Management
Eternity Paralegal Services
 
Kanban Coaching Exchange with Dave White - Example SDR Report
Kanban Coaching Exchange with Dave White - Example SDR ReportKanban Coaching Exchange with Dave White - Example SDR Report
Kanban Coaching Exchange with Dave White - Example SDR Report
Helen Meek
 
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdfPDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
HajeJanKamps
 
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
Cambridge Product Management Network
 
Stainless Steel Conveyor Manufacturers Chennai
Stainless Steel Conveyor Manufacturers ChennaiStainless Steel Conveyor Manufacturers Chennai
Stainless Steel Conveyor Manufacturers Chennai
ConveyorSystem
 
➒➌➎➏➑➐➋➑➐➐ Satta Matta Matka Dpboss Matka Guessing Kalyan panel Chart
➒➌➎➏➑➐➋➑➐➐ Satta Matta Matka Dpboss Matka Guessing Kalyan panel Chart➒➌➎➏➑➐➋➑➐➐ Satta Matta Matka Dpboss Matka Guessing Kalyan panel Chart
➒➌➎➏➑➐➋➑➐➐ Satta Matta Matka Dpboss Matka Guessing Kalyan panel Chart
➒➌➎➏➑➐➋➑➐➐Dpboss Matka Guessing Satta Matka Kalyan Chart Indian Matka
 
➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka
➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka
➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka
➒➌➎➏➑➐➋➑➐➐Dpboss Matka Guessing Satta Matka Kalyan Chart Indian Matka
 
Kalyan chart 6366249026 India satta Matta Matka 143 jodi fix
Kalyan chart 6366249026 India satta Matta Matka 143 jodi fixKalyan chart 6366249026 India satta Matta Matka 143 jodi fix
Kalyan chart 6366249026 India satta Matta Matka 143 jodi fix
satta Matta matka 143 Kalyan chart jodi 6366249026
 
➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka
➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka
➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka
➒➌➎➏➑➐➋➑➐➐Dpboss Matka Guessing Satta Matka Kalyan Chart Indian Matka
 
Science Around Us Module 2 Matter Around Us
Science Around Us Module 2 Matter Around UsScience Around Us Module 2 Matter Around Us
Science Around Us Module 2 Matter Around Us
PennapaKeavsiri
 
DPBOSS | KALYAN MAIN MARKET FAST MATKA RESULT KALYAN MATKA | MATKA RESULT | K...
DPBOSS | KALYAN MAIN MARKET FAST MATKA RESULT KALYAN MATKA | MATKA RESULT | K...DPBOSS | KALYAN MAIN MARKET FAST MATKA RESULT KALYAN MATKA | MATKA RESULT | K...
DPBOSS | KALYAN MAIN MARKET FAST MATKA RESULT KALYAN MATKA | MATKA RESULT | K...
DP Boss Satta Matka Kalyan Matka
 
Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...
Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...
Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...
Adani case
 

Recently uploaded (20)

IMG_20240615_091110.pdf dpboss guessing
IMG_20240615_091110.pdf dpboss  guessingIMG_20240615_091110.pdf dpboss  guessing
IMG_20240615_091110.pdf dpboss guessing
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
Lukas Rycek - GreenChemForCE - project structure.pptx
Lukas Rycek - GreenChemForCE - project structure.pptxLukas Rycek - GreenChemForCE - project structure.pptx
Lukas Rycek - GreenChemForCE - project structure.pptx
 
❽❽❻❼❼❻❻❸❾❻ DPBOSS NET SPBOSS SATTA MATKA RESULT KALYAN MATKA GUESSING FREE KA...
❽❽❻❼❼❻❻❸❾❻ DPBOSS NET SPBOSS SATTA MATKA RESULT KALYAN MATKA GUESSING FREE KA...❽❽❻❼❼❻❻❸❾❻ DPBOSS NET SPBOSS SATTA MATKA RESULT KALYAN MATKA GUESSING FREE KA...
❽❽❻❼❼❻❻❸❾❻ DPBOSS NET SPBOSS SATTA MATKA RESULT KALYAN MATKA GUESSING FREE KA...
 
➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka
➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka
➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka
 
TriStar Gold Corporate Presentation - June 2024
TriStar Gold Corporate Presentation - June 2024TriStar Gold Corporate Presentation - June 2024
TriStar Gold Corporate Presentation - June 2024
 
➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka KALYAN MATKA |
➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka KALYAN MATKA |➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka KALYAN MATKA |
➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka KALYAN MATKA |
 
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
 
Pro Tips for Effortless Contract Management
Pro Tips for Effortless Contract ManagementPro Tips for Effortless Contract Management
Pro Tips for Effortless Contract Management
 
Kanban Coaching Exchange with Dave White - Example SDR Report
Kanban Coaching Exchange with Dave White - Example SDR ReportKanban Coaching Exchange with Dave White - Example SDR Report
Kanban Coaching Exchange with Dave White - Example SDR Report
 
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdfPDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
 
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
 
Stainless Steel Conveyor Manufacturers Chennai
Stainless Steel Conveyor Manufacturers ChennaiStainless Steel Conveyor Manufacturers Chennai
Stainless Steel Conveyor Manufacturers Chennai
 
➒➌➎➏➑➐➋➑➐➐ Satta Matta Matka Dpboss Matka Guessing Kalyan panel Chart
➒➌➎➏➑➐➋➑➐➐ Satta Matta Matka Dpboss Matka Guessing Kalyan panel Chart➒➌➎➏➑➐➋➑➐➐ Satta Matta Matka Dpboss Matka Guessing Kalyan panel Chart
➒➌➎➏➑➐➋➑➐➐ Satta Matta Matka Dpboss Matka Guessing Kalyan panel Chart
 
➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka
➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka
➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka
 
Kalyan chart 6366249026 India satta Matta Matka 143 jodi fix
Kalyan chart 6366249026 India satta Matta Matka 143 jodi fixKalyan chart 6366249026 India satta Matta Matka 143 jodi fix
Kalyan chart 6366249026 India satta Matta Matka 143 jodi fix
 
➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka
➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka
➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka
 
Science Around Us Module 2 Matter Around Us
Science Around Us Module 2 Matter Around UsScience Around Us Module 2 Matter Around Us
Science Around Us Module 2 Matter Around Us
 
DPBOSS | KALYAN MAIN MARKET FAST MATKA RESULT KALYAN MATKA | MATKA RESULT | K...
DPBOSS | KALYAN MAIN MARKET FAST MATKA RESULT KALYAN MATKA | MATKA RESULT | K...DPBOSS | KALYAN MAIN MARKET FAST MATKA RESULT KALYAN MATKA | MATKA RESULT | K...
DPBOSS | KALYAN MAIN MARKET FAST MATKA RESULT KALYAN MATKA | MATKA RESULT | K...
 
Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...
Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...
Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...
 

Featured

2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by Hubspot2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by Hubspot
Marius Sescu
 
Everything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPTEverything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPT
Expeed Software
 
Product Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage EngineeringsProduct Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage Engineerings
Pixeldarts
 
How Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental HealthHow Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental Health
ThinkNow
 
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfAI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
marketingartwork
 
Skeleton Culture Code
Skeleton Culture CodeSkeleton Culture Code
Skeleton Culture Code
Skeleton Technologies
 
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
Neil Kimberley
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
contently
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
Albert Qian
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
Kurio // The Social Media Age(ncy)
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
Search Engine Journal
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
SpeakerHub
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next
Tessa Mero
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Lily Ray
 
How to have difficult conversations
How to have difficult conversations How to have difficult conversations
How to have difficult conversations
Rajiv Jayarajah, MAppComm, ACC
 
Introduction to Data Science
Introduction to Data ScienceIntroduction to Data Science
Introduction to Data Science
Christy Abraham Joy
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best Practices
Vit Horky
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project management
MindGenius
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
RachelPearson36
 

Featured (20)

2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by Hubspot2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by Hubspot
 
Everything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPTEverything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPT
 
Product Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage EngineeringsProduct Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage Engineerings
 
How Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental HealthHow Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental Health
 
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfAI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
 
Skeleton Culture Code
Skeleton Culture CodeSkeleton Culture Code
Skeleton Culture Code
 
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
 
How to have difficult conversations
How to have difficult conversations How to have difficult conversations
How to have difficult conversations
 
Introduction to Data Science
Introduction to Data ScienceIntroduction to Data Science
Introduction to Data Science
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best Practices
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project management
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
 

The Good, Bad & Ugly of Internet Marketing

  • 1. w w w . k a t a n d m o u s e . c o m The Good, Bad & Ugly of Internet Marketing By Kathy Long
  • 2. w w w . k a t a n d m o u s e . c o m Interludeclick to enjoy
  • 3. w w w . k a t a n d m o u s e . c o m Why am I on my soapbox?
  • 4. w w w . k a t a n d m o u s e . c o m Why? • Scams • Lies • Well intentioned, but misinformed
  • 5. w w w . k a t a n d m o u s e . c o m True “If you pay peanuts, you get monkeys."
  • 6. w w w . k a t a n d m o u s e . c o m True “If you pay premium, you get peanuts."
  • 7. w w w . k a t a n d m o u s e . c o m 5 Essential Elements for Online Success • Messaging • Website • Visibility (SEO) • Social Media Marketing • Mobile • PPC
  • 8. w w w . k a t a n d m o u s e . c o m Messaging
  • 9. w w w . k a t a n d m o u s e . c o m Messaging Your messaging lets the person receiving your message know how your offer will help them, why they should choose you over others, and why it’s worth spending money on.
  • 10. w w w . k a t a n d m o u s e . c o m • No competitive analysis, therefore no differentiator • No value proposition • No consideration for customer • Not evident enough • No call to action Bad & Ugly Messaging
  • 11. w w w . k a t a n d m o u s e . c o m The Good Messaging • You have what I need! • You really can! • You’re better! • I know what to do!
  • 12. w w w . k a t a n d m o u s e . c o m Messaging Value Proposition Differentiator Proof Points Call to Action All for the right person at the right time.
  • 13. w w w . k a t a n d m o u s e . c o m Messaging Framework
  • 14. w w w . k a t a n d m o u s e . c o m Messaging Framework Click to download
  • 15. w w w . k a t a n d m o u s e . c o m Example Chiropractor
  • 16. w w w . k a t a n d m o u s e . c o m Click to view
  • 17. w w w . k a t a n d m o u s e . c o m Click to view
  • 18. w w w . k a t a n d m o u s e . c o mClick to view
  • 19. w w w . k a t a n d m o u s e . c o mClick to view
  • 20. w w w . k a t a n d m o u s e . c o m Give interior pages the same importance • Blog should be integrated with the rest of the site • Calls to action should be there • Messaging about who you are should be there Not Good
  • 21. w w w . k a t a n d m o u s e . c o m $10K a month on PPC ads that led women to this page on keywords: • Endometriosis surgeon • Endometriosis treatment • Endometriosis pictures • Endometriosis symptoms Poorly converting home page
  • 22. w w w . k a t a n d m o u s e . c o m More targeted messaging resulted in cost per conversion drop from $350 a to $169 Better converting home page Addresses the pain immediately. You say, “I’ve come to the right place.”
  • 23. w w w . k a t a n d m o u s e . c o m More targeted messaging resulted in cost per conversion drop from $350 a to $169 Better converting home page Sets the differentiator and value proposition. You say, “I found the best. They have a solution that works.”
  • 24. w w w . k a t a n d m o u s e . c o m Website
  • 25. w w w . k a t a n d m o u s e . c o m Website Your website lets the visitor know how your offer will help them, why they should choose you over others, and why it’s worth spending money on. Messaging uses words. Your website takes those words and places them into design and layout.
  • 26. w w w . k a t a n d m o u s e . c o m Bad & Ugly Website • Pretty trumps purpose • Ugly • Message isn’t clear • No consideration for customer as buyer and user • Suffers from “technologyitis” • No visibility
  • 27. w w w . k a t a n d m o u s e . c o m The Good Website • Professional looking • Message is clear • Each page ‘speaks’ to a specific audience • Great usability • Can be found online • As good or better than competitors
  • 28. w w w . k a t a n d m o u s e . c o m Website Cautions Your website is your most important marketing vehicle, so… • Pretty is is not as pretty does • The kid next door may be clever and may be artistic, but doesn’t know your business, and doesn’t know marketing
  • 29. w w w . k a t a n d m o u s e . c o m Website Cautions Your website is your most important marketing vehicle, so… 1. Everyone says they do SEO 2. Free / $0 3. Free DIY website builders from Intuit, Godaddy, etc. are limiting =
  • 30. w w w . k a t a n d m o u s e . c o m Website Scam Selling it as custom but using packaged templates “The sad truth is that the designer probably bought (or downloaded illegally for free) that template for $30, modified it for an hour or two, then was trying to submit it as his own custom web design and sell it off for about $2,000.” http://www.rickydeez.com/web-design/web-template-scam/
  • 31. w w w . k a t a n d m o u s e . c o m Well-Intentioned Selling you on custom when a template will do… Custom Template
  • 32. w w w . k a t a n d m o u s e . c o m Building a website from scratch without a template is like rebuilding your house to get new carpet. Rarely do you need that. Well-Intentioned
  • 33. w w w . k a t a n d m o u s e . c o m Template
  • 34. w w w . k a t a n d m o u s e . c o m Knock- off
  • 35. w w w . k a t a n d m o u s e . c o m Template
  • 36. w w w . k a t a n d m o u s e . c o m Knock- off
  • 37. w w w . k a t a n d m o u s e . c o m DIY?
  • 38. w w w . k a t a n d m o u s e . c o m
  • 39. w w w . k a t a n d m o u s e . c o m
  • 40. w w w . k a t a n d m o u s e . c o m
  • 41. w w w . k a t a n d m o u s e . c o m Should you DYI? Know your competition. Know your strengths. Are they equal? Then you can try it yourself with a Self-hosted Wordpress + theme
  • 42. w w w . k a t a n d m o u s e . c o m DYI? Understand that it’s going to take you a LONG time. Is your time better spent making money and letting someone else make YOU money?
  • 43. w w w . k a t a n d m o u s e . c o m Pro Sites (not always all they’re cracked up to be)
  • 44. w w w . k a t a n d m o u s e . c o m Beautiful! Functional! But what if I need to call them? Did our tax dollars pay for that? http://www.milwaukeepolicenews.com/
  • 45. w w w . k a t a n d m o u s e . c o m Beautiful! Non-Functional. Suffering from technologyitis http://www.jacquico.com/
  • 46. w w w . k a t a n d m o u s e . c o m This site has almost no custom design, and yet a few SEO tweeks and more substantial messaging tweeks, had her phone ringing off the hook in 5 days!
  • 47. w w w . k a t a n d m o u s e . c o m • The Essentials of Web Design That Works/ • Web Design Elements: Examples And Best Practices • Neuromarketing: How Your Brain Sees Your Website • 12-annoying-things-about-your-website-that-drive- people-away/ • Website Design Essentials: Define Your Site’s Purpose and Goals • Web Design Essentials – Discover the Ingredients That Will Make Your Website #1 • What Constitutes Good and Bad Web Design? Web Design Resources
  • 48. w w w . k a t a n d m o u s e . c o m SEO
  • 49. w w w . k a t a n d m o u s e . c o m VISIBILITY Your website needs to be found by your customers online wherever your customers are looking for services like yours. That may be the search engines, a phone app, a directory, Facebook, and more.
  • 50. w w w . k a t a n d m o u s e . c o m VISIBILITY Press #1 to claim your free Google listing.
  • 51. w w w . k a t a n d m o u s e . c o m SEO Scams • Telemarketers promising you first page • Ads for TopSEOs.com • Linkbuilding for $49 month • 100 backlinks a month
  • 52. w w w . k a t a n d m o u s e . c o m SEO Scams • Your website submitted to 50,000 online directories! • Your website submitted to 500 search engines! • Guaranteed first page listing!
  • 53. w w w . k a t a n d m o u s e . c o m Beware of over optimization. We not only serve patients in Los Gatos, we also welcome patients from Los Gatos and Los Gatos, San Jose, Campbell, Cupertino, Saratoga, Santa Clara .
  • 54. w w w . k a t a n d m o u s e . c o m SEO firmed getting sued Search engine optimization company The Rainmaker Institute, which markets its services to law firms and bills itself as a "law firm marketing provider", has found itself on the receiving end of a RICO lawsuit for providing SEO services that violated Google's webmaster guidelines. The Rainmaker Institute charged Seikaly & Stewart of Farmington Hills, Michigan, $49,000 for optimization services to increase their firm's visibility in Google. http://searchenginewatch.com/article/2287006/Attorneys-File-RICO-Lawsuit-Against-Law- Firm-Marketing-Company-for-Spammy-SEO-Practices
  • 55. w w w . k a t a n d m o u s e . c o m SEO Scams From a well-known, successful SEO company… This is their promise: “We ensure that any backlinks we acquire for you are related to your website and are highly relevant in order for you to attain the greatest, maximum exposure.” (reworded so it can’t be tracked out of respect for the firm, hoping they changed their “evil” ways) This is the result.
  • 56. w w w . k a t a n d m o u s e . c o m Beware of those promising the moon
  • 57. w w w . k a t a n d m o u s e . c o m Beware of pushing out CRAP for content to get SEO benefit (backlinks) http://www.velocitypartners.co. uk/featured-post/crap-the- biggest-threat-to-b2b-content- marketing/
  • 58. w w w . k a t a n d m o u s e . c o m Good SEO can’t be cheap. • SBSM Mailbag: How Best to Charge Small Businesses for SEO Services? • SMALL BUSINESS SEO: COSTS, EXPECTATIONS & REALITIES “I generally wouldn’t trust an SEO company that only charges $300/month. $300 is closer to the hourly rate, not the monthly rate, for a good SEO consultant. An SEO that’s only charging $300/month probably isn’t doing much for you, doesn’t understand the true value of his/her time, and may have a very basic, limited definition of what SEO is.” Matt McGee, Top Local SEO
  • 59. w w w . k a t a n d m o u s e . c o m Good SEO can be cheap depending on: • The Vertical • The Competition • The Location
  • 60. w w w . k a t a n d m o u s e . c o m How to hire an SEO http://www.portent.com /blog/seo/how-to-hire- an-seo-company-2012- edition.htm
  • 61. w w w . k a t a n d m o u s e . c o m Think about ROI, not cost. If you spend X and get back 3X or 5X or 10X, the actual amount that X is really doesn’t matter.
  • 62. w w w . k a t a n d m o u s e . c o m Rules of the game • Educate yourself! Do your reading & listen to experts. • Stay one step ahead of the competition. • CHASE CUSTOMERS NOT RANK!
  • 63. w w w . k a t a n d m o u s e . c o m Make sure you have a smart consultant who understands how to win the game. This? Or this?
  • 64. w w w . k a t a n d m o u s e . c o m Just don’t go to sleep!
  • 65. w w w . k a t a n d m o u s e . c o m “If you want to wow the search engines, you have to wow your customers. Build a site that they want and can use.”
  • 66. w w w . k a t a n d m o u s e . c o m SOCIAL MEDIA
  • 67. w w w . k a t a n d m o u s e . c o m The Bad & Ugly Social Media • No one is liking a “muffler repair” Facebook page • Competing against Fortune 500 for airplay • Very time consuming • Difficult to build a following and get engagement • No obvious ROI
  • 68. w w w . k a t a n d m o u s e . c o m The Good Social Media • Builds trust • Helps with SEO • Gives your customers a chance to meet the “real” you • Build relationships with customers • Increased visibility
  • 69. w w w . k a t a n d m o u s e . c o m SOCIAL MEDIA “Hands down, the biggest mistake small businesses are making on social media is not using social media.” Steve Strauss author of Small Business Bible
  • 70. w w w . k a t a n d m o u s e . c o m SOCIAL MEDIA bad decisions
  • 71. w w w . k a t a n d m o u s e . c o m You hire the proverbial “kid next door.” • Doesn’t know how to respond to problems. • Does not represent your business well. • Doesn’t understand the medium.
  • 72. w w w . k a t a n d m o u s e . c o m They hired someone inexperienced, could have been a teenage, or it could have been the business owner. What’s missing?
  • 73. w w w . k a t a n d m o u s e . c o m
  • 74. w w w . k a t a n d m o u s e . c o m
  • 75. w w w . k a t a n d m o u s e . c o m Uh oh. Trouble brewing. Reputation at stake.
  • 76. w w w . k a t a n d m o u s e . c o m Good reputation reclaimed.
  • 77. w w w . k a t a n d m o u s e . c o m Before you hire a Social Media “Expert” From 10 Questions You Should Ask Your Social Media Expert, Guru or Wizard Great questions to ask before you hire!
  • 78. w w w . k a t a n d m o u s e . c o m Beware the buy 10,000 Twitter followers for $60 scam.
  • 79. w w w . k a t a n d m o u s e . c o m • Stop thinking you need all those followers. • A few who ENGAGE with you is better than thousands who don’t.
  • 80. w w w . k a t a n d m o u s e . c o m Be social! ENGAGE!
  • 81. w w w . k a t a n d m o u s e . c o m Don’t treat all social media platforms the same. http://www.linkedin.com/today/post/article/201308221735 00-10486099-storytelling-in-2013 “See now most people treat social media as a ‘distribution channel.’ They think ‘oh, I’ll make a Facebook post or a Tweet that links back to a form on my website.’ They’re looking at social as just another way to blast you with the same shit… The trick here - the way to truly succeed and provide value - is to lean to natively story tell on each platform and respect the psychology of what makes a Facebook user different from a Pinterest user and more different still than an Instagram user.”
  • 82. w w w . k a t a n d m o u s e . c o m Don’t buy into the “you need to be everywhere” hype. You only have so much time. Use it wisely. Pick one platform, the one where your customers are.
  • 83. w w w . k a t a n d m o u s e . c o m Identify your ideal community. Be there and be there for them. 1.Who are they? 2.Where do they hang out? 3.What do they talk about? 4.What questions do they ask?
  • 84. w w w . k a t a n d m o u s e . c o m “Companies should focus more on how to BE social, and less on how to DO social media.” http://www.convinceandconvert.com/social- media-strategy/social-media-strategy-in-8- steps/
  • 85. w w w . k a t a n d m o u s e . c o m Wait! You said no one is liking a muffler repair FB page. But what about Brimfield Police?
  • 86. w w w . k a t a n d m o u s e . c o m Mobile Marketing
  • 87. w w w . k a t a n d m o u s e . c o m
  • 88. w w w . k a t a n d m o u s e . c o m One third of the New York Times traffic is coming from mobile devices. Mobile visitors are reading content sitting on the bus, riding up elevators, and waiting in store lines.
  • 89. w w w . k a t a n d m o u s e . c o m 59% of searches in Yelp are now on mobile devices.
  • 90. w w w . k a t a n d m o u s e . c o m Facebook is now the #2 mobile app for local search behind Google Maps. This puts it ahead of Mapquest, Bing, and Apple Maps. Yelp isn’t even in the top five.
  • 91. w w w . k a t a n d m o u s e . c o m Mobile Websites The dilemma Responsive? Dedicated?
  • 92. w w w . k a t a n d m o u s e . c o m Dedicated: $10 - $25 a month or one-time cost to have it built Responsive: $1000’s to build
  • 93. w w w . k a t a n d m o u s e . c o m Dedicated Mobile Site Mobile Site Options • Quick to build • Quick to load • Easier to navigate. • Less clutter. • Convert better. • Designed for visitor on the go. • If you have this and another site, you must maintain 2 sites.
  • 94. w w w . k a t a n d m o u s e . c o m Responsive Mobile Site Options • Much more difficult to build even with a responsive template • Harder to implement design and not as flexible • Slower to load • Complete content for all search queries • Google prefers all content be on one site.
  • 95. w w w . k a t a n d m o u s e . c o m Responsive templates If you’re building a new website, absolutely settle for nothing less than responsive. Best of both worlds?
  • 96. w w w . k a t a n d m o u s e . c o m Best for local businesses Best for informational sites
  • 97. w w w . k a t a n d m o u s e . c o m BIG MISTAKE! Make sure every page on your site is accessible to mobile users. If you have 2 sites, one dedicated to mobile, don’t redirect all queries to mobile site.
  • 98. w w w . k a t a n d m o u s e . c o m BIGGER MISTAKE! Not having a mobile- optimized site!
  • 99. w w w . k a t a n d m o u s e . c o m Be Aware 1. Some Wordpress templates already have mobile functionality built in. No need to spend extra! 2. Wordpress plugin exists that creates a mobile version of your site for you. 3. If you go with a mobile site service like Dudamobile, you still have to build it and you may make the wrong decisions. Sometimes cheaper to go with a developer, pay the cost upfront, eliminate the monthly fee and get it done right!
  • 100. w w w . k a t a n d m o u s e . c o m Paid Advertising
  • 101. w w w . k a t a n d m o u s e . c o m Google Adwords PPC “I don’t need the SEO. I do get orders, from “xyz” getting my site on page 1 of Google results.” She not only needs SEO, she needs help with her PPC!
  • 102. w w w . k a t a n d m o u s e . c o m $10K a month on PPC ads that led women to this COMPLETELY IRRELEVANT page on keywords: • Endometriosis surgeon • Endometriosis treatment • Endometriosis pictures • Endometriosis symptoms Remember this?
  • 103. w w w . k a t a n d m o u s e . c o m PPC requires strategic thinking and lots of A/B testing and massaging of ads and landing pages, always trying to increase the ROI. Don’t make the mistake of thinking it’s good enough.
  • 104. w w w . k a t a n d m o u s e . c o m And don’t make the mistake of forgetting about mobile advertising. Do a search for a local business on your phone. What do you see first?
  • 105. w w w . k a t a n d m o u s e . c o m Bottom line – Whatever kind of marketing you do should not be costing you money, it should be making you money. And if you hire right, that’s what you’ll get.
  • 106. w w w . k a t a n d m o u s e . c o m Overwhelmed? Remember if you’re in a crowd, being chased by a bear, you only need to be…
  • 107. w w w . k a t a n d m o u s e . c o m …one step ahead of your competitor
  • 108. w w w . k a t a n d m o u s e . c o m Web Design SEO / Local SEO Social Media Marketing SEOcial Mobile PPC www.katandmouse.com 408.647.2327 www.facebook.com/katandmouseo Twitter: @katndmouse

Editor's Notes

  1. Seen too many websites that fail. No phone calls. No new business. No visibility. Websites that I can’t SEO because they were build wrong, yet $1,000’s spent. And why?
  2. Internet marketing constantly changing and evolving. Hard to keep up. Honest well-intentioned mistakes being made, but many scams and lies as many prey on the ignorance of business owners hoping to make a buck. And many times it’s the business owner themselves who gets in the way of success. They too are well intentioned but misinformed.
  3. Unfortunately both are true when it comes to internet marketing.
  4. There are more. Can talk for hours on each one, but I want to address what I’ve found to be the most important and the ones that have the most obvious mistakes being made
  5. On every page
  6. Do this with 5 competitors. Approach it as if you were window shopping. Which one will get you in the door?
  7. Where’s the value proposition? The differentiators? The proof points? Do I know what to do?
  8. Where’s the value proposition? The differentiators? The proof points? Do I know what to do?
  9. This is better. Great messaging in Welcome paragraph, great testimonials as proof points, but nothing stands out. http://www.positivemotionhealth.com/
  10. Blog is separate from website. No messaging. We can’t tell what her offer is.
  11. Where’s the message to address their pain? It’s not there.
  12. Slide targeted for those looking for a specialist.
  13. Don’t get caught up in pretty. Purpose is more important. An ugly site will reflect bad on you. Your message must stand out, grab attention and speak the message clearly Usability, presentation, and messaging must speak to the right person, not you, your customer Don’t get caught up in bells and whistles and cutting edge. Don’t forget SEO. You must be visible or all is for naught.
  14. Messaging clear means it’s there and easy to see and get across Professional looking doesn’t mean it has to be the best or the flashiest Each page must resonate with someone, the person you are targeting
  15. On-page SEO is not rocket science. Anyone can learn it. But not everyone is good at it. Also on-site SEO is just a small piece. It begins with research and ends with ongoing optimization, strategic link building, amplification and content development. So just because a web designer says they do SEO, don’t expect to get the results you will get working with an SEO specialist. There are web designers who are also SEO specialists, like Kat & Mouse, so don’t rule them all out though. Free may result in no ROI. Free DIY website builders are like straight jackets. They limit SEO and lack flexibility. Go for hosted Wordpress blog instead.
  16. It can take much longer to modify a template than an hour or 2 but, nevertheless, do watch out for this. Make sure you get what you pay for.
  17. Template sites are great, just be sure to customize with your brand colors and logo. Save money this way and it may be all you need.
  18. No one needs to do a complete, custom website. All should start with a ready-made template.
  19. Template knockoff. Looks original.
  20. Template knock-off looks great and original
  21. Should you do it yourself?
  22. DIY
  23. DIY
  24. Better DIY, but still very unprofessional. This person coded in HTML and could have gotten a beautiful Wordpress site with template for free and it would’ve been 10 times better.
  25. Web developers like myself spend a crazy amount of time every day, week, year to keep up on what’s important in design, technology, security, SEO, marketing, social media, etc and we build on years and years of experience. If you do it yourself, you miss out on that. But maybe competition and business is such that you don’t need it. Sometimes DIY can be fine. But hiring a pro will always be better.
  26. Love this site! But did my tax payer dollars pay for this? I couldn’t even find a phone number to call.
  27. Love this site, but it’s not user friendly. So getting a professional, expensive, beautiful, amazing website isn’t all it’s cracked up to be. Check out the next site.
  28. No guarantees Must pay $2000 a month to be on topseos.com Explain how to link build Over optimization/not keeping up with google changes
  29. All on one page by a company that specializes in “chiropractor marketing”
  30. `Blog spam, auto generated links, poor quality links, that’s what Rainmaker did for their client. According to an ex-worker: “I am going to be honest and say right now that I am NOT surprised that he is being sued. For years he has duped clients into paying high prices for services he knew did nothing.”
  31. Produced about 400 moderate risk to deadly risk backlinks for this client.
  32. Red flags identify either questionable or bad practice. It’s unclear whether they build 300+ pages per month or over the long haul.
  33. The word on the street is “content marketing.” Now everyone is pushing out in the boatloads. Crap begets crap and can beget a Google penalty and loss of customer trust at the worse, and a waste of time at the least. Yes, you need content, but you need good content, and one great piece is better than a boatload of crap.
  34. If you don’t have a lot of competition SEO can be free cause you may not need it. Generally the higher the ticket item, the higher the SEO cost
  35. Don’t necessarily agree with his comment that someone calling you is bad. There is nothing wrong with that, and good SEOs will do that too. But most doing the calling now are not to be trusted with your business, the ones who say, “Press 1 to claim your spot on the first page of Google. There is only 1 left, hurry.” Etc.
  36. Years ago, doing SEO was as simple as winning a tennis match against my 3 year old son. Today it can be as difficult as going into the court against Andre Agassi. Requires technical know-how and a lot of smarts! Right brain/left brain – analytic, strategic thinking + creativity
  37. If you go to sleep your competitor may overtake you. Csfwlaw.com recommended Kat & Mouse to a client because they thought their position was secure. They were not on a monthly retainer. And now they’re calling me back. I got them #1 again and now the other attorney is calling me back again. Get into a monthly retainer or do it yourself. Just don’t stop. But don’t get overwhelmed either. Depending on competition, it may not take much!
  38. SEO is useless if you don’t have a great website with great content. Make that your priority.
  39. Difficult for small local businesses to get a following and many graveyards out there. Who wants a muffler repair post cluttering up their wall, after all. (Stay tuned.)
  40. Start here because this is where most start but not right – should start with messaging
  41. Proverbial, meaning don’t make the mistake of trying to save a buck and thinking that anyone can do it. Not anyone can.
  42. Great opportunity to get some attention, but it’s missing pictures. If you look at the whole page, there’s too much selling and no engagement, plus no attempt to get followers, and how can they with an uninteresting page? This is VERY COMMON!!
  43. Hiring the wrong person to do your SMM can result in this
  44. Is your social media marketer representing your company right? This was not on a business page but demonstrates that what gets posted on your social media sites will be a reflection of your company’s intelligence. Hire wisely. It’s really not a job for the kid next door – usually.
  45. Having the right person manage your social media can mean live or death for your business.
  46. Can your social media marketer do this? Margaret saved the day and did a lot for Dr. Cook’s reputation in this endometriosis Facebook group where his target market is.
  47. Everyone claims to be a social media expert. Being one requires someone who understands the medium, knows your business and has skills in communications, humor, patience, and diplomacy and can be better with skills in marketing and SEO. Read the article! It will help you to hire a REAL EXPERT.
  48. 2. Where do they hang out? Can you be a guest blogger there? Post comments there. 3. How do they like to be spoken to and on what topics?
  49. This is what you get when you’re really social. Chief Oliver is always entertaining and 83,000 Likes is proof. https://www.facebook.com/BrimfieldPolice?hc_location=stream
  50. Don’t forget other mobile local opportunities like Facebook, Foursquare, local business apps. Your customers are there? Are you?
  51. Design for your audience. What are their needs? If you are a local business with “need right now” customers who are on the road a lot when they want to find you, use a dedicated mobile site. If yours is an informational site where users read a lot, use responsive.
  52. Some redirect scripts will redirect a mobile user to your dedicated mobile site for every search query. They may be disappointed to find the info they want is not on your mobile site. So don’t redirect every page. Only redirect those pages that have a corresponding page on the mobile.
  53. You may be stuck on the roadside while everyone else passes you by.
  54. 3. Don’t assume someone is making a killing off you by inflating prices. Good firms will be watching your site, analytics, SEO and making changes to see your mobile site is working for you.
  55. Position 11 with her main keyword, top of page 2, this was her response when I suggested we do SEO. Her ad was on the site and often not there at all. Her budget is $249 a month out of which comes the management fee. She makes that back in 1 day of job placement. At that price there is no real management going on other than a monthly reporting. No A/B testing. No landing page optimization.
  56. Poor landing page resulting in poor returns. Paid ads for pictures? Why? Are those customers?
  57. Ads are all you see on the phone unless you scroll. Unfortunately, Google took away the ability to target just mobile with PPC ads, so if you get PPC ads, they have to run on desktops as well, but sometimes day parting can get around that problem. Time your ads for when people are on phones.