Web Marketing presentation given to local high school students for career preparation.

1. Today’s Careers in Tech, Digital and Online
by
Amanda Gabbert &
Pat Niday

2. Web Marketing
Engaging your audience online.
#TXCHANGE

3. Today’s Presentation...
• What is Web Marketing?
• What are the different tools of a Web Marketer?
• Who is a Web Marketer?
• How do I become a Web Marketer?
• Careers in Web Marketing
• Dos and Don'ts of Web Marketing
• Exercises/Scenarios

4. What is Web Marketing?

5. Web Marketing- A Formal Definition
“Internet marketing ties together the creative and technical
aspects of the Internet, including
design, development, advertising and sales.
Internet marketing also refers to the placement of media
along many different stages of the customer
engagement cycle through search engine
marketing (SEM), search engine
optimization (SEO), banner ads on specific websites, email
marketing, content marketing, mobile advertising, and Web
2.0 strategies.”
-Alan Charlesworth, Internet Marketing: A Practical
Approach

6. Web Marketing – Basic Definition
Utilizing online tools and
strategies to accomplish
marketing goals,
including:
• Building Your Brand
• Increasing Site Traffic
• Driving Online Sales
• Engaging Consumers

7. Web Marketing
Examples / Types?

8. Pay-Per-Click Advertising

9. Banner Advertising Advertising

10. Search Engine Optimization

11. Keywords
Search Engine Optimization Copywriting

12. Email Marketing

13. Analytics/Data Analysis

14. More on Web Marketing
Understand why and how your audience
uses technology and then start trying to
align your communications efforts.” – Brian
Reich & Dan Solomon
Instead of one-way interruption, Web
marketing is about delivering useful
content at just the precise moment the
buyer needs it.” – David Meerman Scott,
Marketing Strategist

15. Web Marketing Stats
85% of customers search for
local businesses online
75% of searchers never scroll
past the 1st page of results
44% of smartphone owners use
phones while in store aisles
Social Media has grown 712% in
just 7 years
Sources: Reach Local, Slideshare

16. Web Marketing Stats

17. The Web Marketer Roles
• Pay Per Click Specialist
• Search Engine
Optimization Specialist
• Content Manager
• Analytics Expert

18. PPC (Pay Per Click) Defined
PPC is internet advertising which
directs traffic to websites and
advertisers pay the publisher
anytime the ad is clicked on.
• Advertisers will bid on certain
keywords for search engines.
• Website PPC usually charges
a fixed rate.
• Banner ads are PPC but
advertisers settle on a price per
1000 displays.

19. PPC Search Engine Example

20. SEO Defined
SEO stands for Search Engine Optimization and is the process of gaining
visibility for a website or web page in search results. It involves:
• Understanding what people are searching for
• Knowing how search engines work
• Identifying search engines used by an audience
• Optimizing website content (including keywords, HTML, page titles and
descriptions)
• Promoting backlinks (related links coming from other web pages)

21. Pandora’s rankings
are lower than
Grooveshark and
last.fm.

22. Linking Defined
Creating opportunities to backlinks, or links from other websites
which will drive traffic to your website.
Example:

23. Content Marketing Defined
Content Marketing creates a web presence for a
company, person or brand. Content includes a
variety of resources, such as press releases, blogs,
social media, newsletters and videos.
Example: Coca-Cola

24. Analytics Defined
Analytics is the discovery of patterns in data. Information gathered can then be
applied to develop strategies and quantify performance.

25. Example of Website Analytics
Unidev website from November 18th-November 24th

26. A Day in the Life of a Web
Marketing Professional
8:00am-Arrive at the office and review 4:00pm-A client’s website analytics
analytics for the previous week. show low rankings. Develop new
keyword and linking strategy to improve
9:00am-Create and optimize content for rankings.
a client.
5:00pm-End of day
11:00am-Post trending information to
client social media outlets
12pm-Lunch
1pm-Create a blog post with links to
optimize client site.
2:30pm-Develop PPC campaign
strategy to increase web traffic for client

27. Web Marketing
Job Requirements/Skills?

28. Web Marketing Job Requirements
Skills: Educational Background:
• Verbal and written • Bachelor’s degree in computer
communications science, marketing, communicatio
• Problem solving ns or advertising
• Organization
• Understanding of technology and
trends
• Familiarity with social media
• Experience with Google Analytics
and other data collecting tools.

29. Best Places to Find
Jobs/Internships
• Marketing Company
• Web Design Company
• Advertising Agency
• SEO Company
• Many companies have internal
marketing teams.
• Entrepreneurs: Websites are a
must have. You can always
optimize them yourself or start
your own web marketing
company.

30. Web Marketing Do’s and Don’ts
Search Engine
Optimization
Do-
• Apply SEO to all content
• Target relevant keywords and
anchor them
• Create catchy titles/headlines
• Meta titles, descriptions and tags
Don’t-
should all flow
• Use SEO just for the website
• Social Media
• Keyword stuff
• Create long titles with jargon
• Create choppy meta titles,
descriptions and tags
• Create duplicate content

31. Web Marketing Do’s and Don’ts
Pay Per Click
Do- Don’t-
• Optimize regularly • Neglect updating keywords and
• Bid manually on keywords ad text
• Test often • Automatic bidding on keywords

32. Web Marketing Do’s and Don’ts
Analytics
Do- Don’t-
• Determine what you need to track • Track everything
• Research the tools best for your • Use just any tool
needs
• Run reports and regularly
analyze data

33. Web Marketing Do’s and Don’ts
Linking
Do-
• Take advantage of guest blogs
and blogger outreach
• Use social media to link back to
site
• Update and manage link
campaign
• Create profiles in directories that Don’t-
are relevant to your audience • Use mass automated tactics
• Embed the same links repeatedly
in the same piece of content
• Link to every directory

34. Web Marketing Do’s and Don’ts
Content Marketing
Do- Don’t-
• Use multiple resources such as • Use every resource available.
social media, blogs, press Make sure it’s relevant to your
releases, etc. industry.
• Use design to engage target • Only use design/images
market • Use all content to sell to your
• Relate to your audience and audience
provide pertinent information
• Implement sharing for social
media

35. Your Turn!
We put YOU in the shoes
of a Web Marketer

36. Writing for PPC
Scenario: You work for Reebok. Your team
wants to improve online sales of their
“Ziglite” running shoes through pay-per-
click advertisement.
Challenge: Write the copy for a Reebok
pay-per-click advertisement on Google
that appears when users search for the
term “Running Shoes”.
Elements include:
– Title
– 2 lines of text (35 characters each)

37. Keyword Brainstorm for Gateway STEM
Scenario: You are helping your school to develop its new website. The
web development team wants to increase its rankings on search engine
results pages through SEO.
Challenge: Brainstorm with your group members the 5 keyword phrases
the new Gateway STEM website will be optimized around. Be sure to
consider the audience who will be doing the searching and what
information they will be looking for.

38. Questions?
Pat Niday
patrick.niday@thenetimpact.com
@patniday on Twitter
Amanda Gabbert
Amanda.gabbert@thenetimpact.com
@AmandaGabbert1 on Twitter
www.thenetimpact.com #TXCHANGE
@TheNetImpact on Twitter