An Introduction to online marketing concepts and theories

1. Young Women Social Entrepreneurs – Los Angeles Online marketing 101

2. Zen Goddess

3. Charlene Iniguez 7 years online marketing experience My work in a nutshell: Goal Oriented Measurable Efficient Director of Monetization & Analytics, Perfect Market

4. Charlene Iniguez @charleneiniguez charleneiniguez charlene@perfectmarket.com

5. ONLINE MARKETING Marketing of products and services over the internet Which component works for your business? @charleneiniguez

6. @charleneiniguez WHAT PART OF THE MARKETING FUNNEL DO YOU NEED TO TOUCH?

7. @charleneiniguez AWARENESS Who are you? Why should I care? Friends and family Writer / News Reporter / Blogger / Celebrity Best achieved through Social Media Online PR Video

8. @charleneiniguez CONSIDERATION Is it the best choice for me? Friends and family Review Site / Crowd Source Research Best achieved through Organic / Paid Search Social Media

9. @charleneiniguez CONSIDERATION

10. @charleneiniguez CONVERSION I am ready to pay! Ease of purchase Site Security Payment Options Best achieved through Organic / Paid Search Analytics Conversion Testing Site Performance

11. @charleneiniguez Bad shopping cart http://www.home-and-bedroom.com/

12. @charleneiniguez LOYALTY I always buy from ____ because Trust Reminders Best achieved through Analytics & Research Email

13. @charleneiniguez ADVOCACY I recommend ____ because Trust Self-motivated Referral rewards Point / Prize Rewards Best achieved through Social Media E-mail

14. @charleneiniguez WHAT PART OF THE MARKETING FUNNEL DO YOU NEED TO TOUCH?

15. @charleneiniguez MEASURE! MEASURE! MEASURE! Google Analytics: http://www.google.com/analytics/ Website Optimizer: www.google.com/websiteoptimize “If you don't know where you are going, any road will take you there. And you'll be miserable.” - AvinashKaushik

16. @charleneiniguez MAIN COMPONENTS Search Engine Marketing Search Engine Optimization Paid Search Social Media

17. @charleneiniguez Search ENGINE MARKETING Google is still king http://www.hitwise.com/us/datacenter/main/dashboard-23984.html

18. @charleneiniguez SEO vs. PPC? Search Engine Optimization / Organic Rankings Long-term Irregular traffic Caffeine – June 8, 2010 Panda USA – Feb 24, 2011 (USA) Paid Search Quick Targeted (geographic location, time, website, interest) Return on Investment

19. STEP 1: KEYWORD RESEARCH AdWords Keyword Tool Traffic Estimator MSFT AD Intelligence Search Trends Over Time Google Trends / Insights Yahoo Clues WordTracker Trellian Hitwise @charleneiniguez

20. @charleneiniguez COMPANY PROFILE Christine Chang Photography Destination Wedding Photographer Los Angeles San Francisco www.christinechangphoto.com Marketing Funnel? Consideration Why should people choose her over others? Photographer Industry is competitive

21. @charleneiniguez KEYWORD RESEARCH Wedding photographer/s Wedding photography Headshots Los Angeles / San Francisco

22. @charleneiniguez KEYWORD TRENDS January and June are peak months

23. Headshots is only big in Los Angeles @charleneiniguez KEYWORD TRENDS

24. @charleneiniguez SEO BASICS Build a great website Have web analytics in place as a start Become a student of SEO Include a site map page Make SEO Friendly URLs Do keyword research at the start of the project Use a unique and relevant title and meta description in every page Write good relevant content Build links intelligently Use Press Release wisely