Internet Marketing Presentation

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Scott Muggli from Warner Connect Discusses how small and medium sized organizations can most effectively use online tools to make the most of their marketing budgets.

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Internet Marketing Presentation

  1. 1. Welcome to the Twin Cities Business Advisory Group’s Monthly Presentation. Presentation #1 – 9/3/10
  2. 2. Internet Marketing… 1. Is harder than you think. 2. Will take longer than you think. 3. Requires more skill than you think. 4. Takes more money than you think. 5. Will not make you rich quick. 6. Requires a real business model.
  3. 3. Internet Marketing… 7. Will not allow you to work only 4 hours a week. 8. Full of Liars, Cheats, and people who pretend they’re successful when they’re not. 9. Requires technical skill, or at least hiring someone who has some. 10. Works.
  4. 4. Your Website is the center of your universe.
  5. 5. Usability is paramount.
  6. 6. Usability is paramount. So is good content.
  7. 7. Deliver value.
  8. 8. Connect the tactics together.
  9. 9. 1. Clean Information Architecture. (easy to find what user is looking for) 2. Deliver expected results. (when I click this, I know what I’ll get) 3. Provide Valuable Content. (answer the question: “What’s in it for me?”)
  10. 10. Organic vs. Paid
  11. 11. Programming best practices.
  12. 12. Three Key Measures: 1. Links (valuable ones) 2. Content (+ keywords) 3. Tags
  13. 13. Use keywords carefully. (Don’t Ruin Good Copy.)
  14. 14. Use Google Webmasters to find gaps.
  15. 15. 1. Optimize Content for Keywords. 2. Develop Link Strategy. 3. Get the Technical Basics Done.
  16. 16. Google AdWords
  17. 17. Keywords & content strategy.
  18. 18. Landing Pages
  19. 19. Ad Groups, ad copy & targeting.
  20. 20. Analytics / Reporting
  21. 21. Social Media Advertising
  22. 22. Fine Tuning
  23. 23. 1. Target Keywords to Ad Copy and Audience. 2. Create a compelling landing/conversion page. 3. Use negative keywords to reduce costs.
  24. 24. Two way communications.
  25. 25. How to drive participation.
  26. 26. Deliver valuable links and information.
  27. 27. Don’t fear your competitors.
  28. 28. Offer something special.
  29. 29. 1. Know what you are talking about.
  30. 30. 2. Always be transparent. When you are communicating in social media say who you are and who you work for. Be genuine and be real.
  31. 31. 3. Post frequently. It’s a lot of work but don’t post to your blog then leave it for two weeks. Readers won’t have a reason to follow you on Twitter or check your blog if they can’t expect new content regularly
  32. 32. 4. Be yourself. Readers can see through marketing talk. Be passionate about what you do and let that show through your personality. Let people see you as a person, not a mouthpiece.
  33. 33. 5. Add value. Share tips, tricks, and insights. People’s time is precious and they need to get something out of the time they spend with you. Make listening to you worth their time.
  34. 34. 6. Respond. Answer questions, thank people even if it’s just a few words. Make it a two way conversation.
  35. 35. 7. Listen to what others have to say. Appreciate suggestions and feedback, it will make what you do even better.
  36. 36. 8. Learn from your mistakes. Don’t be afraid to say you were wrong and be quick to make changes when you are.
  37. 37. 9. Be external. You don’t have to be 100% internally focused. Link to other blogs, videos, and news articles. Re-tweet what others have to say.
  38. 38. 10. Have fun. If you don’t like what you are doing, others will notice it and won’t enjoy interacting with you.
  39. 39. 1. Know what you are 6. Respond. talking about. 7. Listen to what 2. Always be others have to say. transparent. 8. Learn from your 3. Be Yourself. mistakes. 4. Post Frequently. 9. Be external. 5. Add Value. 10. Have Fun.
  40. 40. Very high ROI.
  41. 41. Anticipated, relevant, consistent.
  42. 42. The importance of segmentation.
  43. 43. Can-Spam Act You can… But should you?
  44. 44. Email service providers. (ESP’s)
  45. 45. Bottom line – Would you want this email?
  46. 46. 1. Segment your audience & tailor the content. 2. Offer incredible value to subscribers. 3. Create content worth forwarding.
  47. 47. Have a “content strategy”.
  48. 48. Be prolific. (yes, it’s hard work)
  49. 49. Re-purpose good content on other channels.
  50. 50. Avoid “marketing-speak” and shameless self- promotion.
  51. 51. Provide “share/like” opportunities.
  52. 52. Be “Link-Worthy”.
  53. 53. 1. Write about what matters to readers. 2. Ask for participation – don’t be shy. 3. Post often, or at least consistently.
  54. 54. Website Analytics
  55. 55. Email Analytics
  56. 56. Advertising Analytics
  57. 57. The metric that matters. Conversion.
  58. 58. Data is useless without good interpretation.
  59. 59. Use good data to update campaigns.
  60. 60. 1. Use what you’ve learned. 2. Try A/B testing for small changes. 3. Make it a habit – review weekly or monthly.
  61. 61. Facebook, with 500 million users, is predicted to take in $1.4 billion in ad revenue this year. There are 3.5 Billion pieces of content shared on Facebook each week A negative customer review on YouTube, Twitter or Facebook can cost about 30 customers. Americans spend nearly three hours per day on their mobile phones. Twitter processes 50 million tweets per day, or 600 tweets per second. There are 87.8 billion Google searches performed each month. An average of 247 billion email messages are sent every day, of those 81% are spam. An average of 12.2 billion videos are viewed on YouTube each month. More than 133,000,000 blogs have been indexed by Technorati since 2002.
  62. 62. Google Webmaster Tools Provides best practices and suggestions Tools: on how to best optimize your website for Google’s search engine: www.google.com/webmasters Google Analytics Provides website usage statistics for free: Analytics: www.google.com/analytics Website Usability (this site is for purists): www.useit.com Multiple Topics (subscribe per your interest): www.mediapost.com/publications Local Group / Events (Minnesota Interactive Marketing Assoc.): www.mima.org Recommended Reading “Content Strategy for the Web” (Kristina Reading, Halvorson): www.contentstrategy.com More Reading (a classic, but still relevant), “Permission Marketing” (Seth Godin): www.sethgodin.com
  63. 63. Contact: Scott Muggli Director of Internet Marketing Warner Connect Tel: 763-235-9412 Email: smuggli@warnerconnect.com Web: www.WarnerConnect.com Twitter: @WarnerConnect.com

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