Internet Marketing Social Media. Denise Gervais, WSI

Transcription

1 Internet Marketing Social Media Denise Gervais, WSI

2 Agenda Marketing What works, what doesn t? How do you show up on Google? Search Engine Optimization Pay Per Click Advertising Turning Website Visitors into Leads Are you mobile friendly?

3 Introduction WSI offices, 87 countries (HQ: Mississauga) Ranked #1 Internet Service Business by Entrepreneur Magazine 10 years in a row WSI Milton President s Circle, top 1% Internet Marketing Web Design & Development, Search Engine Optimization, Pay Per Click, marketing, Web Analytics, Social Media, Mobile Marketing Measurement of Success Number of Leads our Clients Get, ROI

4 Marketing What have you done to market your business?

5 How much has it cost you? How much did you spend last year on advertising & marketing on each of those methods?

6 Results How has that Marketing worked for you? # walk-ins/ phone calls / s $ cost per lead $ revenue per lead source I know half my advertising dollars are waste, I just don't know which half! Spray & Pray!

7 Internet Marketing Can Bring ROI A Advanced Technology B Build Traffic C Conversions Sales Leads ROI $$ SITE Great Design Unique Content, Customer Centric, Search Engine Friendly MOBILE Responsive Web Design SEARCH Search Engine Optimization (SEO) Pay Per Click Maps SOCIAL Part of SEO Engagement Top of Mind + marketing MEASURE & TWEAK Google Analytics A/B Testing

8 SITE SEARCH MOBILE SOCIAL If you can t be found You may as Harnessing the 4 Pillars of Online Marketing well not be on the Internet.

9 Note no geography in keywords

10 Your Google Resume You must protect your reputation - Dominate Page 1 for your Company Name or Brand - Code your Google+ Authorship - Claim Google Plus Local Profile - Claim your Social Media - Get positive Press & Reviews - Own Multiple Properties

11 How do you show up on Google?

12 Google is constantly changing

13 Google is constantly changing 1. Every change to the algorithm is so they can show better results to searchers 2. If you have a google account: gmail you tube google analytics google adwords google places google docs google plus etc Google tracks all of the behaviour, clicks, interests of each searcher 3. There is no longer a page 1 of Google! Geography, Logged in, Google+, Session Search etc. 4. Google is stopping black hat SEO

14 Choose Right SEO Supplier Wrong SEO could be negative ROI $10,000 on Ads + wrong management = $0 ROI $10,000 on SEO + wrong mangement = $200,000 to undo Google penalties = negative ROI!

15 Adaptive SEO Can t risk buying cheap links from overseas and incurring Google penalties Need long term, bullet proof strategy that adapts to all algorithm changes Based heavily on EPIC content & earned links (plus SEO coding on your site) Takes longer, but lasts

16 Adaptive SEO is a strategy employed so that regardless of the endless cycle of changes Google and other search engines make, your web site and other online properties have the best chances of consistently showing up in relevant search results for the long term.

17 Adaptive SEO Works! Seasonal business, Spring site launch 50% increase in organic traffic Immediate ROI

18 Why? AdWords Pay Per Click Pay Per Click the only way to Guarantee 1 st Page! Immediate Target unlimited keywords Only pay Google when someone clicks on your ad Set your budget On & Off with a button Google is forcing it

19 25% click on ads

20 Basic How To Tips Geographically target Negative Keywords Jobs, ideas, cheap, pictures Do it Yourself / Following Google s Advice? Eg. $3.00 vs. $0.50 /click

21 Best Positioning/Lowest Cost 3 strongest weighted factors: Bid rate Click through rate (CTR) Quality score Construct tightly knit Ad Groups Gas Fireplace Insert keywords Gas Fireplace Insert ad Gas Fireplace Insert Landing Page Better quality score One less click for Visitor

22 Split Test Ads

23 SITE SEARCH Harnessing the 4 Pillars of Online Marketing MOBILE SOCIAL today s most transparent, engaging and interactive form of communication. It combines the true grit of real time content with the beauty of authentic peer-topeer communication.

24 Social Media Facebook, Twitter, LinkedIn, Pinterest, Google+ etc Facebook vs. Google More time on Facebook than anywhere Social vs. Buying Intent Social networking = networking in the real world Can t be pushy salesperson Take a long time Lots of meetings/finding people Build trust, become known as the source of information and service

25 Builds your Google Resume Helps your Search Engine efforts

26 Why & How Social Signals for Google Sharing your website on any social network Getting Shares, Likes, Comments, Retweets, Repins, Google Pluses Google Plus Start with one social platform to engage your audience, do it well, add another, repeat Repurpose content!

27 Your Target Market is on Social Media In Canada, nearly 50% of the population are on Facebook, 94% of Social Network users use Facebook

28 Facebook Posts: what engages your audience? Use your tabs wisely Special Offer coupon, download guide Get Likes or Addresses

29 Pinterest and Houzz (if deal in home improvement)

30 Google Plus etc Because, it s Google Posts similar to Facebook Repurpose all content here Use Google Authorship Markup Web developer needs to add code to site/blog Twitter Linked In

31 Getting Fans Leverage existing contacts Icons on website signature marketing campaign Contests Tap into your contacts contacts Engagement! Make content they will Like, Comment on, Share Their friends see it

32 SITE Mobile Converting Search Social Website Harnessing the 4 Pillars of Online Marketing Visitors into leads/sales/ $$

33 Want traffic? Where are you inviting them to visit?

34 If it was your Does showroom it Look... Good? Would you hire your nephew? Would you do it yourself? Would you hire a parttimer?

35 Convert Visitors into Leads / $ Immediately a visitor needs to see: What you do Who you are You re great at it Oh, that s me click Fewest clicks possible become a lead (make a purchase)

36 Profiling Your Customers

37 Getting Inside Their Head What s their problem? How do they talk? eg. Hearth, Zero Clearance What is their personality? How do they make buying decisions? What s their urgency?

38 asdfasdfasdfasdfa sdfasdfasdfasfdf What is the story this design tells us?

39 a

40 Do you care? We are specialized in Residential and Commercial, duct design, heat loss calculation, conversion of oil to gas, electric to gas, water heaters and more. As a member of HRAC we bring solutions to your everyday HVAC needs. Our experienced technicians are licensed, TSSA registered and qualified to do service on all makes and models Eliminate Winter Worry with Reliable & Efficient Furnaces When it s cold outside, you need a reliable and efficient furnace that will heat your home and bring you comfort when the outdoors does not. At Appleby Systems, we have a wide array of efficient furnaces to heat homes of all sizes. When it is Time to Replace the Furnace? If your furnace is noisy or has required repairs in recent years, you might want to think about purchasing a new one. Sometimes the symptoms are quieter you simply notice that it s become less efficient and runs longer in order to get the home warm.

41 Power of Conversion 1000 monthly visitors 1% conversion rate (internet average) = 10 leads a month *Want 50 leads a month? Option 1: 5000 visitors Option 2: 5% Conversion (WSI Milton Office average)

42 Site Mobile Search Social Harnessing the 4 Pillars of Online Marketing

43 Why A Mobile Site? If you need to: Flip Zoom Squeeze Pinch Squint Your website is not mobile friendly

44 Mobile Searches 1/3 of searches from mobile devices Grown 500% in past 2 years 90% of businesses don t have a mobile site 90% of people use multiple devices in one decision making process 98% on the same day Source: Google

45 Responsive Web Design

46 Next Steps Free e-book for everyone Business Card Write M R S M = Meeting R = Referral S = Speaking