An overview of internet marketing geared towards manufacturing. It details the cornerstones of a solid Internet marketing strategy: Drive, Convert and Measure.

1. Understanding Internet Marketing & Its Importance to Manufacturing Kathy Hokunson Regional Sales Manager, Site-Seeker, Inc.

3. Corporate Office in New Hartford NY

4. Satellite offices in Bloomfield CT & Boston MA

5. Employee 15 in Central NY

6. Full Service Internet Marketing Agency

7. Search Engine Optimization Services

8. Pay-Per-Click Management Services

9. Social Media Implementation and Mgmt

10. Web Design, Development, Applications & Testing

12. "The increase in our website traffic is so large that we are having trouble keeping up with it; however, that's a problem we're grateful for! Before we teamed up with Site-Seeker, our website traffic was virtually non-existent.”

13. "Site-Seeker has done a tremendous job working with us to improve our internet marketing efforts.” “Site-Seeker takes a refreshing analytical approach to internet marketing and it is really paying off.” “Since May of 2003, we have experienced a 10 fold increase in traffic to our website, the average length of visit has increased by 33% and users are viewing more product pages. “

14. What We Will Cover - Internet Marketing and your audience: Understanding the Technical Buyer - Cornerstones of Internet Marketing: Drive, Convert & Measure - What are the key components of Internet Marketing SEO, PPC, Social Media, Technical Content - Effective Websites Riverhawk Case Study - Return on Investment What to Measure - Audience website audits

15. Social Media Workshop After the seminar: Twitter Linkedin Roll up your sleeves and check it out!

17. A Show of Hands How many of you… …are currently successfully generating opportunities online? …think you could be doing a better job generating online opportunities? …are not sure where to start?

19. You don’t do it every day

20. The options are expanding rapidly

21. We are in a technology revolution

22. Buyer behavior and expectations have changed

24. Strategy Authority Symptoms Information courtesy of Enquiro Research

25. Online Use by Phase Information courtesy of Enquiro Research

26. Over 88% of technical buyers surveyed would go online when involved in a purchase decision. Even in the negotiation phase, 70% of technical buyers consult various online influencers. Information courtesy of Enquiro Research

27. So where do they go?

28. Budgetary Influences on Destination

29. How much time do they spend?

30. How Products Used to be Purchased... I need a … Where do I get it? Shop Months Evaluate Negotiate Buy

31. ... Today (In the Internet Era) I need a … Where do I get it? Online Shop Evaluate Negotiate Prospect contact Buy

33. They are more informed when they do call

34. You must place your website in the path of prospects

36. If you don’t meet the expectations of visitors? … your no 1 competitor…

37. Vertical Websites Drive Convert Measure Social Media Your Website Your website is a machine…. Cornerstones to a successful Internet marketing strategy

38. DRIVESearch Engine Optimization(SEO)

41. That was then ... - Google

42. This is now ... - Google

43. Will Bing be a contender . . .

47. Organization of Code and Link Structure

48. XML sitemap

49. robots.txt

50. Tags: Title, Header, Keyword, Description, Alt Img

51. Content – Keyword Research, Content Rewrite (keyword density etc)

52. Analytics – install or verify GA, establish conversion funnelsSearch engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs). According to theSearch Engine Marketing Professional Organization, SEM methods include: search engine optimization (or SEO), paid placement, contextual advertising, and paid inclusion.[1] Other sources, including the New York Times, define SEM as the practice of buying paid search listings.[2][3]

54. Create Authority - Create Content Pages for:

55. social media

56. micro sites

57. 301 redirects from alternate domains

58. vertical search

59. Ongoing – SEO Efforts are a fluid and ongoing process:

60. touching and addressing all items listed above as well.

61. addressing website performance, strengths and weaknesses as identified in GA reporting.Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs). According to theSearch Engine Marketing Professional Organization, SEM methods include: search engine optimization (or SEO), paid placement, contextual advertising, and paid inclusion.[1] Other sources, including the New York Times, define SEM as the practice of buying paid search listings.[2][3]

62. Search engine marketing From Wikipedia, the free encyclopedia Jump to: navigation, search Let’s define SEO a little more... SEO is NOT a one time deal. SEO is an ongoing process that requires the provider to monitor cause and effect and modify actions as needed. There are many things that affect the strength and positioning of a site that are addressed on a priority basis, yet all are crucial to the overall success. And the factors affecting the positioning of a site and it’s content pages is constantly shifting. Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs). According to theSearch Engine Marketing Professional Organization, SEM methods include: search engine optimization (or SEO), paid placement, contextual advertising, and paid inclusion.[1] Other sources, including the New York Times, define SEM as the practice of buying paid search listings.[2][3]

64. How do your prospects and clients refer to those product or services?

65. What are the key phrases that make that prospect a qualified buyer

66. think longer phrases that are more precise. referred to as long tail searches, the average number of words per search query is 3

68. Use words and phrases that your customers use

71. What terms do prospects use…?

72. Are they looking for someone to advise them?

73. Are they brand loyal?

74. Are they ready to buy?

75. Do they want to shop locally?

77. What keywords are they using?

78. What keywords are they being found for?

81. Get Listed - Step 1

82. Get Listed - Step 2

83. Google Local Video © 2009 Site-Seeker, Inc.

85. Easy

86. Trackable

90. Create negative words

91. Establishing a budget

92. Create budget parameters: Maximum spend by day, week or month

93. Create effective display parameters

94. Content Network?

96. According to Google online advertising should . . . - Google

97. - Google

98. Localized Search – Organic & PPC General Rule of Thumb If a company can only survive (or thrive) locally… … then a portion of the people searching for the Company’s products or services will refine their search using geographic modifiers Country, State/Province, City/Town/Village, Zip/Postal Code

99. DRIVE Social Media

100. YouTube

101. Video is quickly becoming as widespread a content medium online as text! 13 Hours: The amount of video uploaded to YouTube every Minute. 412.3 Years: The amount of time it would take to watch every video on YouTube. 100 Million: The amount of YouTube videos watched everyday.

105. Monitor Successes

106. Monitor Successes Is this your target audience?

107. DRIVE Social Media & Technical Content

108. What types of content do you most frequently pass along? - Marketing Sherpa

109. Technical Content in Search Screenshot of

110. Technical Content as a Landing Page Screenshot of

111. Technical Content as a Blog

115. Convert & Measure

117. 74.4% choose an organic link

118. 18.7% choose a sponsored link – 12.2% clicked on a top ad while 6.5% clicked on the right rail ads

120. Searchable Technical Content – easy to navigate

122. Contact Information – easy to find

123. What do other people think about this product or service?“When asked what the top influences were on the purchase decision, respondents across all phases indicated that the website of the vendor . . . and search engines were the most important influencers.”

124. Clear Contact Points Products Organized by Type AND Application

125. Case Studies & Engineering Tools

126. Engage your visitors with easy to use contact forms

127. What happens when you do engage them?

128. Short Form Submission October 2009 120 Long Forms Submitted 142 Short Forms Submitted 262 Total 114.75%

129. Case Study Riverhawk Company “Our Internet marketing program is the single best marketing investment we have made.” – Kevin Sanger, VP Sales & Marketing

130. The Company Riverhawk Company www.riverhawk.com Industry: Hydraulic Mounting Equipment Manufacturing Custom Manufacturer & Engineering Services

132. Not optimized for organic search

133. No standard terminology to describe offering

134. Not reaching prospects with solutions

135. Existing traffic not converting

137. Streamline website navigation

138. Increase brand awareness as engineering resource / solution provider

139. Improve use of website real estate

140. Develop valued content

141. Establish website performance baseline and competitive analysis

142. Implement web analytics to evaluate improved website performance

144. April new site published Site baseline: May-June New site data: May - June Approximately 53% more traffic since new site was launched

145. Client Found for “Name” Searches # of Visitors that searched by NAME – stayed the same

146. Client Found for “non-name” Searches 95% increase in prospect group traffic

147. Stickiness Visitors that searched by name are now finding more value and staying on site longer.

148. When you combine the site’s ability to engage users and increase traffic the results can be dramatic.

149. So What!? What does this mean: …who is on my site? …how did they get there? …what are they doing?

155. 94.4% increase in prospect traffic

156. 174.3% more prospects stayed on the new website

157. 50 new inquiries per month (phone and email) with a 26% close ratio

158. First year revenue in excess of $750K

160. Monitor for continuous improvement

161. Your website is a process, not a projectRemember: You cannot manage what you cannot measure!

162. Vertical Websites Social Media Return on Investment Your Website Your website is a machine….

163. ABC Co., sells widgets Here is an example of the power of managing drive, convert and measure. Baseline results

164. Increase traffic only

165. Increase conversion only

166. Impact on Profit + $18,000 + 69%

167. Bring it all together… Let’s look at your websites.

168. Thank You! Search Engine Marketing Kathy Hokunson Regional Sales Manager, Site-Seeker, Inc. kathyhokunson@site-seeker.com