Advanced Internet Marketing Techniques

Transcription

1 Advanced Internet Marketing Techniques Silicon Valley SCORE Kevin Dean, Internet Marketing Consultant WSI Net Advantage (510)

2 Maximizing Return on Web Investment Map SEARCH Local SEO PPC Video Analytics Website Updates Services Tools Flexibility Competitive Environment Strategies Tools Quality Conversion Style Access NEWS SOCIAL MEDIA REPUTATION LETTERS Traditional Media Sales Team Blogs News Reviews PR Forum Yellow Pgs Magazines Newspaper Community Visibility Calls Demo Trade Shows Mail Monitor Contribute? Yelp Twitter Industry Lists Clients Segment Frequency Track

3 To Be Successful, You must Be Found!!

4 Word Of Mouth Marketing It s Almost FREE! Talk about your website to everyone you know Articles, press releases or advice columns! Business Cards - ALWAYS Ads, association memberships, sponsorship, events, banners, magnets Packaging bags, boxes, bottles, labels, receipts, invoices, notepads Guerilla Marketing by Jay Conrad Levinson

5 Integrate Your Marketing Send a Consistent Message s, post cards and notices Stationary, Invoices, Receipts EVERY Business Card! Labels, Hand-outs, Checks Graphical Links between members Does your website resemble your other forms of marketing? Color, language, attitude, flair? Is your service personal? Have a GOOD picture!

6 Signature File

7 It Starts with a Website

8 And How People Use It

9 Don t Forget Mobile!

10 Search Engines Play A Huge Role in Marketing Search Engines work for the Searchers Goal: Provide the best search RESULTS Ignoring search engine marketing usually makes a website a waste of time and money Source: comscore asearch 2.0

11 Traditional Search Traffic Advertising Google + Natural Search Directories Blogs and Social

12 Heat Map Understand searchers tendencies to help set your expectations Position Determines Cost of Click Difficulty / competition Visibility Potential Traffic

13 Use Local Search Results! Ex: plumbers San Jose Claim your local listing Ensure your information is correct and consistent Google + Yahoo Bing Yelp CitySearch Look for More! It s Free!

14 Google +

15 Marketing Starts with the Right Keywords Broad popularity Niche opportunities Localization Questions Where in the Buying Cycle Familiar phrases / slang Technical versus common words

16 Sources of Ideas Google AdWords Keyword Tool Wordtracker.com Keyword Tool Wordtracker.com/Labs Competitor sites Call a prospect or client

17 Keywords might mean different things on different Search Engines!!

18 How soon before the purchase does research begin? Source: Enquiro & Marketingsherpa

19 Sources of Ideas Your Competition s Meta-tags and Content <title>san Jose Plumbing :: San Jose, CA</title> <meta name="description" content="sewer and drain cleaning, all plumbing repairs, San Jose, California."> <meta name="keywords" content="san jose, california, plumbing, sewer, drain cleaning, repairs"> 22 Incoming Links

20 Traditional Search Traffic Pay Per Click Ads (PPC)

21 Pay Per Click Instant visibility Uses same keyword tools as natural search Selective or broad reach 1 or 1000 s of keywords Ad testing, Video, network / search Localize or national Lots of metrics available Like a faucet (On and Off!)

22 Cost Per Clicks and Competition

23 Landing Pages Create web page content from each section of the Special Report Add to the website and link through to the special report Landing Page

24 Good Page Layout Based on Research

25 Test Different Landing Pages

26 Search Engine Optimization

27 What to Talk About? Importance on a scale of 1 to 7 Source: Enquiro & Marketingsherpa

28 Steps to SEO Success Understand that SEO is important SEO landscape going forward Content Marketing - the perfect blue print The Perfect Page - get your content found Content that creates conversation Reputation Management Be in lots of places Digital Marketing Plan putting it all together

29 Understanding SEO Basics 1. Make your TEXT readable 2. Use words a BUYER uses 3. Use a Title 4. Use a Description 5. Incoming Links 6. Use your keyphrases 7. Alt-Text, internal links, Headers 8. Keyphrase in URL, image titles 9. Know your competition

30 Where Are They On Your Site? Title Description H1, H2 Tags Content Alternate text Image titles Link tools Link text Site Maps Localization

31 Content Marketing

32 What Is Social Media social media is basically a conversation hi social media whats up?

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34 SEO & SMO Work Together Just adding pages and pages of content as an SEO strategy may not cut it anymore And I m SMO. Hello. I m SEO. Social Media is the new way to take your SEO strategy to the next level Social Media increases the number of high quality links & targeted traffic Source: emarketer data April 23, 2009

35 A step by step approach To Social Media Heaven That is repeatable That you can use yourself

36 Have Goals and Measure Them Must include big picture goals, and more near term task specific goals The preference is for goals to be measurable The goal package should include stretch goals Examples include: Number of connections Number of mentions Volume of content produced Sentiment Ratio Conversion rate to Webpages Velocity of progress vs. competition Revenue on demand conversion rates

37 Use of Social Media Today

38 Your Resources vs. Sources of Information How many is too many?

39 Blogging Be a Thought Leader

40 Social Media Optimization Google picks up many social media sources automatically

41 Pages Contests Interaction Advertising Social Mentions Need followers!

42 Facebook Advertising

43 Targeting Demographics

44 LinkedIn Add Thorough Information Create a Company Page Link to friends and acquaintances Join Groups Post blogs Add ideas for conversation Keep in Touch Advertise

45 Twitter tweets

46 Your company now has a way to express a personality, and an opinion

47 Manage Your Reputation Ask Your Clients to Chat About You!

48 Customer Ratings Mean a Lot

49 Targeted Websites are Opportunities for Display Advertising

50 Try Affiliate Marketing

51 Online Press release

52 Article marketing

53 YouTube and SlideShare

54 YouTube

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56 Newsletter Monthly / Quarterly Subject Line 1 Latest Trends in Internet Marketing 2 New Tools Make Website Management Easy 3 Choosing the Right Keywords for your Products 4 Why are There So Many Marketing Options? 5 Best Website Improvement Projects

57 Customer Contact Model Your Digital Plan Themes

58 Metrics Is it Paying Off? Method Paid Search SEO Social Media Clicks / Visitors Number of Sales Value of Sales Leads Page Impressions Profit Margin Branding Position Telephone Lifetime Value Source: data provided to emarketer 4/23/2009

59 Maximizing Return on Web Investment Map SEARCH Local SEO PPC Video Analytics Website Updates Services Tools Flexibility Competitive Environment Strategies Tools Quality Conversion Style Access NEWS SOCIAL MEDIA REPUTATION LETTERS Traditional Media Sales Team Blogs News Reviews PR Forum Yellow Pgs Magazines Newspaper Community Visibility Calls Demo Trade Shows Mail Monitor Contribute? Yelp Twitter Industry Lists Clients Segment Frequency Track

60 IN CONCLUSION There are many new and exciting Internet Marketing opportunities All provide challenges, none are truly free Break up the content into various social media bits Optimize the content Drive to Landing page Measure results Try Different Methods Get Help

61 Summary & Questions