This document discusses internet marketing strategies. It outlines building an audience through search engine optimization (SEO), pay-per-click (PPC) advertising, social media, and display media. The goal is to build a community around great content on a website. Marketers can then start the process again with a larger community and sell to that community through email marketing and site performance metrics like conversion rates. The key aspects discussed are using various online channels to reach an audience, producing significant content for that audience, and building a community through content and a quality site.
13. audience
channels
you have
control
communit
customers
copyright 2012 Portent, Inc
14. audience
ad
list
customers
copyright 2012 Portent, Inc
15. audience
channels
you have
control
you have
communit analytics
customers
copyright 2012 Portent, Inc
16. Internet marketing lifecycle
Audience Signi cance
SEO PPC Content Curation
Build audience through channels
Social media Display Performance Site quality
Your web site
Then start over again, but Build community through
with a bigger community. content and a great site
Lorem ipsum dolor sit amet
consectateur nonummy lorenzino.
Interdum volgus videt, est ubi peccat.
Si veteres ita miratur laudatque poetas,
ut nihil anteferat, nihil illis compar
Where results happen.
Content Curation
Sell to that community (in a nice way)
Conversion
E-mail Site quality
Your pitch
Community
17. Internet marketing lifecycle
Audience Signi cance
SEO PPC Content Curation
Build audience through channels
Social media Display Performance Site quality
Your web site
Then start over again, but Build community through
with a bigger community. content and a great site
Lorem ipsum dolor sit amet
consectateur nonummy lorenzino.
Interdum volgus videt, est ubi peccat.
Si veteres ita miratur laudatque poetas,
ut nihil anteferat, nihil illis compar
Where results happen.
Content Curation
Sell to that community (in a nice way)
Conversion
E-mail Site quality
Your pitch
Community
18. Internet marketing lifecycle
Audience Signi cance
SEO PPC Content Curation
Build audience through channels
Social media Display Performance Site quality
Your web site
Then start over again, but Build community through
with a bigger community. content and a great site
Lorem ipsum dolor sit amet
consectateur nonummy lorenzino.
Interdum volgus videt, est ubi peccat.
Si veteres ita miratur laudatque poetas,
ut nihil anteferat, nihil illis compar
Where results happen.
Content Curation
Sell to that community (in a nice way)
Conversion
E-mail Site quality
Your pitch
Community
19. Internet marketing lifecycle
Audience Signi cance
SEO PPC Content Curation
Build audience through channels
Social media Display Performance Site quality
Your web site
Then start over again, but Build community through
with a bigger community. content and a great site
Lorem ipsum dolor sit amet
consectateur nonummy lorenzino.
Interdum volgus videt, est ubi peccat.
Si veteres ita miratur laudatque poetas,
ut nihil anteferat, nihil illis compar
Where results happen.
Content Curation
Sell to that community (in a nice way)
Conversion
E-mail Site quality
Your pitch
Community
20. Internet marketing lifecycle
Audience Signi cance
SEO PPC Content Curation
Build audience through channels
Social media Display Performance Site quality
Your web site
Then start over again, but Build community through
with a bigger community. content and a great site
Lorem ipsum dolor sit amet
consectateur nonummy lorenzino.
Interdum volgus videt, est ubi peccat.
Si veteres ita miratur laudatque poetas,
ut nihil anteferat, nihil illis compar
Where results happen.
Content Curation
Sell to that community (in a nice way)
Conversion
E-mail Site quality
Your pitch
Community
21. Internet marketing lifecycle
Audience Signi cance
SEO PPC Content Curation
Build audience through channels
Social media Display Performance Site quality
Your web site
Then start over again, but Build community through
with a bigger community. content and a great site
Lorem ipsum dolor sit amet
consectateur nonummy lorenzino.
Interdum volgus videt, est ubi peccat.
Si veteres ita miratur laudatque poetas,
ut nihil anteferat, nihil illis compar
Where results happen.
Content Curation
Sell to that community (in a nice way)
Conversion
E-mail Site quality
Your pitch
Community
22. Internet marketing lifecycle
Audience Signi cance
SEO PPC Content Curation
Build audience through channels
Social media Display Performance Site quality
Your web site
Then start over again, but Build community through
with a bigger community. content and a great site
Lorem ipsum dolor sit amet
consectateur nonummy lorenzino.
Interdum volgus videt, est ubi peccat.
Si veteres ita miratur laudatque poetas,
ut nihil anteferat, nihil illis compar
Where results happen.
Content Curation
Sell to that community (in a nice way)
Conversion
E-mail Site quality
Your pitch
Community
23. Internet marketing lifecycle
Audience Signi cance
SEO PPC Content Curation
Build audience through channels
Social media Display Performance Site quality
Your web site
Then start over again, but Build community through
with a bigger community. content and a great site
Lorem ipsum dolor sit amet
consectateur nonummy lorenzino.
Interdum volgus videt, est ubi peccat.
Si veteres ita miratur laudatque poetas,
ut nihil anteferat, nihil illis compar
Where results happen.
Content Curation
Sell to that community (in a nice way)
Conversion
E-mail Site quality
Your pitch
Community
25. Audience Signi cance
SEO PPC Content Curation
Build audience through channels
Social media Display Performance Site quality
Your web site
Then start over again, but Build community through
with a bigger community. content and a great site
Lorem ipsum dolor sit amet
consectateur nonummy lorenzino.
Interdum volgus videt, est ubi peccat.
Si veteres ita miratur laudatque poetas,
ut nihil anteferat, nihil illis compar
Where results happen.
Content Curation
Sell to that community (in a nice way)
Conversion
E-mail Site quality
Your pitch
Community
26. Audience Signi cance
SEO PPC Content Curation
Build audience through channels
Social media Display Performance Site quality
Your web site
Then start over again, but Build community through
with a bigger community. content and a great site
Lorem ipsum dolor sit amet
consectateur nonummy lorenzino.
Interdum volgus videt, est ubi peccat.
Si veteres ita miratur laudatque poetas,
ut nihil anteferat, nihil illis compar
Where results happen.
Content Curation
Sell to that community (in a nice way)
Conversion
E-mail Site quality
Your pitch
Community
52. Audience Signi cance
SEO PPC Content Curation
Build audience through channels
Social media Display Performance Site quality
Your web site
Then start over again, but Build community through
with a bigger community. content and a great site
Lorem ipsum dolor sit amet
consectateur nonummy lorenzino.
Interdum volgus videt, est ubi peccat.
Si veteres ita miratur laudatque poetas,
ut nihil anteferat, nihil illis compar
Where results happen.
Content Curation
Sell to that community (in a nice way)
Conversion
E-mail Site quality
Your pitch
Community
53. Audience Signi cance
SEO PPC Content Curation
Build audience through channels
Social media Display Performance Site quality
Your web site
Then start over again, but Build community through
with a bigger community. content and a great site
Lorem ipsum dolor sit amet
consectateur nonummy lorenzino.
Interdum volgus videt, est ubi peccat.
Si veteres ita miratur laudatque poetas,
ut nihil anteferat, nihil illis compar
Where results happen.
Content Curation
Sell to that community (in a nice way)
Conversion
E-mail Site quality
Your pitch
Community
55. Audience Signi cance
SEO PPC Content Curation
Build audience through channels
Social media Display Performance Site quality
Your web site
Then start over again, but Build community through
with a bigger community. content and a great site
Lorem ipsum dolor sit amet
consectateur nonummy lorenzino.
Interdum volgus videt, est ubi peccat.
Si veteres ita miratur laudatque poetas,
ut nihil anteferat, nihil illis compar
Where results happen.
Content Curation
Sell to that community (in a nice way)
Conversion
E-mail Site quality
Your pitch
Community
56. Audience Signi cance
SEO PPC Content Curation
Build audience through channels
Social media Display Performance Site quality
Your web site
Then start over again, but Build community through
with a bigger community. content and a great site
Lorem ipsum dolor sit amet
consectateur nonummy lorenzino.
Interdum volgus videt, est ubi peccat.
Si veteres ita miratur laudatque poetas,
ut nihil anteferat, nihil illis compar
Where results happen.
Content Curation
Sell to that community (in a nice way)
Conversion
E-mail Site quality
Your pitch
Community
61. Find easy wins
Be analytical
Be creative
Be incremental
copyright 2012 Portent, Inc
62.
63.
64.
65.
66.
67. Audience Signi cance
SEO PPC Content Curation
Build audience through channels
Social media Display Performance Site quality
Your web site
Then start over again, but Build community through
with a bigger community. content and a great site
Lorem ipsum dolor sit amet
consectateur nonummy lorenzino.
Interdum volgus videt, est ubi peccat.
Si veteres ita miratur laudatque poetas,
ut nihil anteferat, nihil illis compar
Where results happen.
Content Curation
Sell to that community (in a nice way)
Conversion
E-mail Site quality
Your pitch
Community
68. Audience Signi cance
SEO PPC Content Curation
Build audience through channels
Social media Display Performance Site quality
Your web site
Then start over again, but Build community through
with a bigger community. content and a great site
Lorem ipsum dolor sit amet
consectateur nonummy lorenzino.
Interdum volgus videt, est ubi peccat.
Si veteres ita miratur laudatque poetas,
ut nihil anteferat, nihil illis compar
Where results happen.
Content Curation
Sell to that community (in a nice way)
Conversion
E-mail Site quality
Your pitch
Community
70. Audience Signi cance
SEO PPC Content Curation
Build audience through channels
Social media Display Performance Site quality
Your web site
Then start over again, but Build community through
with a bigger community. content and a great site
Lorem ipsum dolor sit amet
consectateur nonummy lorenzino.
Interdum volgus videt, est ubi peccat.
Si veteres ita miratur laudatque poetas,
ut nihil anteferat, nihil illis compar
Where results happen.
Content Curation
Sell to that community (in a nice way)
Conversion
E-mail Site quality
Your pitch
Community
71. Audience Signi cance
SEO PPC Content Curation
Build audience through channels
Social media Display Performance Site quality
Your web site
Then start over again, but Build community through
with a bigger community. content and a great site
Lorem ipsum dolor sit amet
consectateur nonummy lorenzino.
Interdum volgus videt, est ubi peccat.
Si veteres ita miratur laudatque poetas,
ut nihil anteferat, nihil illis compar
Where results happen.
Content Curation
Sell to that community (in a nice way)
Conversion
E-mail Site quality
Your pitch
Community
86. $4,000 sales from list / 1,000
subscribers
copyright 2012 Portent, Inc
87. Get more
subscribers
copyright 2012 Portent, Inc
88. Audience Signi cance
SEO PPC Content Curation
Build audience through channels
Social media Display Performance Site quality
Your web site
Then start over again, but Build community through
with a bigger community. content and a great site
Lorem ipsum dolor sit amet
consectateur nonummy lorenzino.
Interdum volgus videt, est ubi peccat.
Si veteres ita miratur laudatque poetas,
ut nihil anteferat, nihil illis compar
Where results happen.
Content Curation
Sell to that community (in a nice way)
Conversion
E-mail Site quality
Your pitch
Community
89. Audience Signi cance
SEO PPC Content Curation
Build audience through channels
Social media Display Performance Site quality
Your web site
Then start over again, but Build community through
with a bigger community. content and a great site
Lorem ipsum dolor sit amet
consectateur nonummy lorenzino.
Interdum volgus videt, est ubi peccat.
Si veteres ita miratur laudatque poetas,
ut nihil anteferat, nihil illis compar
Where results happen.
Content Curation
Sell to that community (in a nice way)
Conversion
E-mail Site quality
Your pitch
Community
91. Audience Signi cance
SEO PPC Content Curation
Build audience through channels
Social media Display Performance Site quality
Your web site
Then start over again, but Build community through
with a bigger community. content and a great site
Lorem ipsum dolor sit amet
consectateur nonummy lorenzino.
Interdum volgus videt, est ubi peccat.
Si veteres ita miratur laudatque poetas,
ut nihil anteferat, nihil illis compar
Where results happen.
Content Curation
Sell to that community (in a nice way)
Conversion
E-mail Site quality
Your pitch
Community
92. Audience Signi cance
SEO PPC Content Curation
Build audience through channels
Social media Display Performance Site quality
Your web site
Then start over again, but Build community through
with a bigger community. content and a great site
Lorem ipsum dolor sit amet
consectateur nonummy lorenzino.
Interdum volgus videt, est ubi peccat.
Si veteres ita miratur laudatque poetas,
ut nihil anteferat, nihil illis compar
Where results happen.
Content Curation
Sell to that community (in a nice way)
Conversion
E-mail Site quality
Your pitch
Community
98. Audience Signi cance
SEO PPC Content Curation
Build audience through channels
Social media Display Performance Site quality
Your web site
Then start over again, but Build community through
with a bigger community. content and a great site
Lorem ipsum dolor sit amet
consectateur nonummy lorenzino.
Interdum volgus videt, est ubi peccat.
Si veteres ita miratur laudatque poetas,
ut nihil anteferat, nihil illis compar
Where results happen.
Content Curation
Sell to that community (in a nice way)
Conversion
E-mail Site quality
Your pitch
Community
99. Audience Signi cance
SEO PPC Content Curation
Build audience through channels
Social media Display Performance Site quality
Your web site
Then start over again, but Build community through
with a bigger community. content and a great site
Lorem ipsum dolor sit amet
consectateur nonummy lorenzino.
Interdum volgus videt, est ubi peccat.
Si veteres ita miratur laudatque poetas,
ut nihil anteferat, nihil illis compar
Where results happen.
Content Curation
Sell to that community (in a nice way)
Conversion
E-mail Site quality
Your pitch
Community
101. Audience Signi cance
SEO PPC Content Curation
Build audience through channels
Social media Display Performance Site quality
Your web site
Then start over again, but Build community through
with a bigger community. content and a great site
Lorem ipsum dolor sit amet
consectateur nonummy lorenzino.
Interdum volgus videt, est ubi peccat.
Si veteres ita miratur laudatque poetas,
ut nihil anteferat, nihil illis compar
Where results happen.
Content Curation
Sell to that community (in a nice way)
Conversion
E-mail Site quality
Your pitch
Community
102. audience
channels
you have
control
communit
customers
copyright 2012 Portent, Inc
104. This certificate entitles
the bearer to kick the
crap out of multi-
billion dollar
competitors with little
or no effort.
105. A long list of little things
copyright 2012 Portent, Inc
106. Next time
SEO: 50 tips in 50 minutes
http://portent.co/50seotips
Link bundle
Lotsa resources from today’s webinar
http://portent.co/web1bundle
Presenter: Ian Lurie
CEO, Portent
@portentint
107. Next time
SEO: 50 tips in 50 minutes
http://portent.co/50seotips
Link bundle
Lotsa resources from today’s webinar
http://portent.co/web1bundle
Presenter: Ian Lurie
CEO, Portent
@portentint
company: portent.com
blog: conversationmarketing.com
Editor's Notes
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And of course the budget for content is usually a joke.\n
And of course the budget for content is usually a joke.\n
And of course the budget for content is usually a joke.\n
And of course the budget for content is usually a joke.\n
And of course the budget for content is usually a joke.\n
And of course the budget for content is usually a joke.\n
It’s a little panic-inducing\n
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old marketing\n
It becomes strategic\n
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Again, social media isn’t some mystical thing. It’s just another kind of media. People talking and stuff.\n
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You also want to look (duh) at the key phrases driving traffic to your site. What you’re looking for are phrases that are driving traffic with reasonable engagement compared to your site average...\n
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...where you don’t yet rank #1. Here I’ve got a page that ranks, not #1, and it’s a page that keeps visitors interested.\n
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Don’t be a jackass\n
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Don’t be a jackass\n
Don’t be a jackass\n
Don’t be a jackass\n
Don’t be a jackass\n
Don’t be a jackass\n
Don’t be a jackass\n
Amy Winehouse’s death was a huge tragedy for music. Microsoft showed what a class act they were...\n
...while the Huffington Post engaged in blatant headline stuffing. Don’t do this. Take the high road. Or at least take the low road that’s not covered in shit. If anyone working for me ever published something like this, they’d have to hide from me for a year.\n
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Marketing is hard work.\n
And no, you’re not entitled to an easy success. Is it fair that you have to labor away at this while companies like Target kick your ass up and down the rankings? No. But who said this would be fair? You’ve got your own advantages - use ‘em.\n