Internet Marketing, SEO & Tools For Success


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Lecture to Emerge Memphis member companies about Internet Marketing, SEO and some of the different tools that are available to help succeed in marketing online.

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Internet Marketing, SEO & Tools For Success

  1. 2. Internet Growth <ul><li>The numbers are in and, once again, the Search Engine reigns supreme! </li></ul><ul><li>A new study out shows that (49%) of all Internet users report that they use a search engine on a typical day. This is up from 1/3 of all users in 2002* </li></ul><ul><li>*Pew Internet Research </li></ul>
  2. 3. Internet Growth <ul><li>How fast is the Internet audience growing? </li></ul><ul><ul><li>It took 38 years for radio to reach 50 million users </li></ul></ul><ul><ul><li>13 years for TV to reach the 50 million mark </li></ul></ul><ul><ul><li>Less than 5 years for the Internet to surpass </li></ul></ul><ul><li>Cuil’s index now stands at over 124 billion pages! </li></ul><ul><li>Over 17,000 web site domains a day are being added! </li></ul>
  3. 4. <ul><li>Internet marketing has unique benefits: </li></ul><ul><ul><li>Lower costs to reach a global audience </li></ul></ul><ul><ul><li>Highly individualized </li></ul></ul><ul><ul><li>Highly interactive nature, providing instant response and eliciting responses </li></ul></ul><ul><ul><li>Broad scope: refers to digital media such as the Internet, e-mail, and wireless media </li></ul></ul>
  4. 5. Internet Marketing <ul><li>Web Design & Development </li></ul><ul><li>Search Engine Optimization (SEO) </li></ul><ul><li>Social Media Marketing (SMM) </li></ul><ul><li>Link Building </li></ul><ul><li>Email Marketing </li></ul><ul><li>Pay-Per-Click Advertising </li></ul><ul><li>Tracking and Reporting </li></ul>
  5. 6. Web Analytics
  6. 7. Search Engines Overview <ul><li>How do Search Engines rank a website? </li></ul><ul><ul><li>Domain name </li></ul></ul><ul><ul><li>Page titles – Ex: </li></ul></ul><ul><ul><li>Site Content </li></ul></ul><ul><ul><li>Image description (ALT) tags </li></ul></ul><ul><ul><li>Specific websites code: H1, H2…tags, bold text </li></ul></ul><ul><ul><li>Inbound links </li></ul></ul><ul><ul><li>Up-to-date content </li></ul></ul>
  7. 8. SEO <ul><li>Research keywords and search terms </li></ul><ul><ul><li>Competitive analysis </li></ul></ul><ul><ul><li>Recent search trends </li></ul></ul><ul><li>Integrate terms into site </li></ul><ul><li>Optimize site to emphasize terms to Search Engines </li></ul><ul><li>Monitor rankings and continually refine approach </li></ul>
  8. 9. SEO
  9. 10. <ul><li>Social media are primarily Internet-based tools for sharing and discussing information </li></ul>Social Media Marketing
  10. 11. <ul><li>Demographic breakdown of people who visit social media sites every day: </li></ul><ul><li>33% of Generation-Y respondents (mostly in their 20s) </li></ul><ul><li>17% of Generation X (mostly in their 30s and early 40s) </li></ul><ul><li>11% of Baby Boomers (mid 40s to early 60s) </li></ul><ul><li>8% percent of Seniors </li></ul>Social Media Marketing
  11. 12. Social Media Marketing <ul><li>More than two-thirds (68%) of online Americans say they visit online blogs, communities or social networks* </li></ul><ul><li>33% engage in product research online to help them make purchase decisions* </li></ul><ul><li>Affluent visitors (incomes of more than $75K) are most likely to research products on Social media sites before buying (43%)* </li></ul><ul><li> *Source: </li></ul>
  12. 13. Social Media Marketing <ul><li>Baby Boomer are 37% more likely to read or post comments about products and services on these sites* </li></ul><ul><li>47% of all respondents say that these sites have influenced their decision to purchase particular brands or services* </li></ul><ul><li> *Source: </li></ul>
  13. 14. Link Building <ul><li>Inbound links increase your site’s popularity </li></ul><ul><li>The days of link farms are gone! </li></ul><ul><li>Search Engines have to keep results accurate </li></ul><ul><li>Only quality, relevant links will increase your rankings </li></ul>
  14. 15. Email Marketing <ul><li>Individualized </li></ul><ul><li>Trackable </li></ul><ul><li>Highly interactive </li></ul><ul><li>More cost-effective than direct mail </li></ul><ul><li>Services such as Emma and Constant Contact </li></ul><ul><li>offer great tools that are very user-friendly </li></ul>
  15. 16. Email Marketing
  16. 17. Pay Per Click Advertising <ul><li>Short-term solution </li></ul><ul><li>Open bidding- the right price you can buy your positioning </li></ul><ul><li>Highly effective, but costly </li></ul><ul><li>Very Aggressive </li></ul><ul><li>Low conversion rates: 2.2% globally* </li></ul><ul><li>*Fireclick index </li></ul>
  17. 18. Tools for Success <ul><li>Wordpress is an open-source Blog publishing application. Features include: </li></ul><ul><ul><li>Templating System </li></ul></ul><ul><ul><li>Search Engine Friendly </li></ul></ul><ul><ul><li>Support for a variety of plugins and widgets </li></ul></ul><ul><ul><li>Tag Support </li></ul></ul>
  18. 19. Free Analytics Offer <ul><li>We will meet with every Emerge member company and we will: </li></ul><ul><ul><li>Answer your questions </li></ul></ul><ul><ul><li>Provide a free Internet marketing analysis </li></ul></ul><ul><ul><li>Integrate Google Analytics to help you track and analyze your website traffic </li></ul></ul><ul><ul><li>Help you increase website traffic and increase sales </li></ul></ul>