Online Marketing Tips

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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.

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Online Marketing Tips

  1. 1. Tommy R. Young III<br />Vice President of Marketing<br />BizConference<br />618-566-0034<br />
  2. 2. Why Online Marketing is Important<br />The future of business communications:<br />Interactive in nature.<br />Easier to target and customize.<br />Open lines of communication.<br />Reverses the flow of information<br />Cost effective and easy to use.<br />Easy to measure return-on-investment.<br />
  3. 3. Know What People Are Searching For<br />80% of traffic is from search engines.<br />Keyword research is an often overlooked concept.<br />Leave out this step at your own peril.<br />
  4. 4. Google Keyword Selector<br />
  5. 5. Google Keyword Variations<br />
  6. 6. Google Site-Related Keywords<br />
  7. 7. Get Found On Search Engines<br />Again, 80% of traffic is from search engines.<br />How search engines work is both easy and hard to understand.<br />You must optimize your site for “natural search” results.<br />
  8. 8. Web Site/HTML Header Code<br />
  9. 9. Natural Search Results<br />
  10. 10. Track Your Web Site Traffic<br />Again, another overlooked concept.<br />Without data you can’t analyze success of failure.<br />Easier to do then you might think.<br />Don’t drown in data.<br />
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  14. 14. Focus On Good Content<br />“Content is King” for a reason.<br />Good content keeps people coming back.<br />Builds creditability and positions your firm as an industry expert.<br />Stay away from “Brochureware.”<br />
  15. 15. Use an Electronic Newsletter<br />
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  18. 18. Start a Weblog<br />
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  21. 21. Blogs Help Natural Search Results<br />
  22. 22. Don&apos;t Fear Registration Forms<br />Registration forms are your “friend.”<br />Generate leads and therefore potential sales.<br />Not used nearly enough by business-to-business firms.<br />Prospects will fill them out.<br />
  23. 23. What Content Is Worthy of Registration?<br />
  24. 24. Does a Summary Encourage Registration?<br />
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  27. 27. Don’t Fear Keyword Ads<br />Cost effective and easy to set-up and monitor.<br />Not used yet by many business-to-business firms.<br />Potentially your most targeted advertising tactic.<br />You only pay for clicks, not views.<br />
  28. 28. Google Keyword Ads<br />
  29. 29. Use Interactive, Rich Media<br />Media that is more engaging then text and visuals alone.<br />Rich media can include:<br />Video<br />Podcasts<br />Webinars<br />RSS Feeds<br />
  30. 30. Free Podcast Tool: Odeo<br />
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  32. 32. Free RSS Reader: Google<br />
  33. 33. Free RSS Feeds: FeedBurner<br />
  34. 34. Free Blog Tool: WordPress<br />
  35. 35. Conclusions<br />These items are fairly easy to implement. More effort then advance knowledge.<br />Most business-to-business firms are not utilizing them.<br />You can see and measure return-on-investment.<br />
  36. 36. Question & Answer<br />

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