For businesses starting out their internet marketing activities, deciding which marketing choices are most important can be daunting. This presentation talks about the most lucrative services, tools, techniques, and opportunities on the internet for businesses starting out. And it also covers common mistakes made by businesses who don't understand what really does and doesn't work with internet marketing. If you would like more information about Kat and Mouse Co. and our internet marketing services, please contact us at www.katandmouse.com, or call us at 408-647-2327.

1. Internet Marketing Pitfalls
& Goldmines
 Kat & Mouse Co.
 Internet Marketing Services
 9-4-12
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2. Agenda
 Introduction
 Website Pitfalls & Goldmines
 Social Media Pitfalls & Goldmines
 SEO Pitfalls & Goldmines
 Email Pitfalls & Goldmines
 Paid Ad Pitfalls & Goldmines
 Messaging & Content Pitfalls & Goldmines
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3. Pitfalls & Goldmines
Internet Marketing is constantly changing
 Google search engine
 Facebook features
 More and more social media & sharing sites
 Customers EXPECT video on your site
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4. Pitfalls & Goldmines
 Basic principles of marketing are lost
 How to keep up?
 Measurable goals
 Investing wisely
 Reading online
 And. . . . . coming to our workshops!
 Today we’ll review highlights. . .
 Even more info in workshops
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5. Website Pitfalls
Rushing to market
 Failing to establish goals and develop
accordingly
 Market research
 Keyword research
 Persona development
 Individual page goal setting
 Content development

6. Website Pitfalls
Pretty design
 Is not enough?
 Can be too much
 Can get in the way of goals and usability
 Websites in a day – Pretty is is not as
pretty does

7. Website Pitfalls
Layout & Navigation
 Can block goals and inhibit sales
process
 Interferes with SEO

8. Website Pitfalls
Copy
 Beware of welcome
 No value proposition or too many
 No memorable brand experience
 No call to action

9. Website Pitfalls
Competitors just a click away

10. Website Goldmines
 Wordpress
 Marketing and optimized copy to capture and
convert
 Ready-made plugins
 Contact forms
 Lead capture
 Integrated blog to establish authority and for SEO
 Videos
 Social media plugins
 Live chat, “Call Now” buttons and tools

11. Social Media
Pitfalls
 Too many sites!
 Easy to waste time
 Learning curves are steep, things change!
 How much time should you spend on each?
 Posting with no plan or goals
 “Random” posts ok in moderation
 Are you telling a story?
 Focusing on “Likes”
 Misusing personal v. business sites
 Failing to get engagement
 Paying for unnecessary subscription tools like Deluxe Social
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12. Social Media
Goldmines
 Focusing on your target customer
Who is enjoying your site?

 What should they do next?
 “Sign up for our newsletter”
 Getting customer to visit your website
 Special offers customers will want to share
 Using video & photos
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13. Social Media
Goldmines
 Establish authority
 Build relationships
 Provide customer service
 Get referrals
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14. SEO Pitfalls
 Not doing it at all
 Not getting enough for your investment
 Under investing
 Falling for phone calls from “Google”
 Falling for inexperienced SEO consultants
 Falling for false promises
 Requires research and know-how
 Going to sleep

15. SEO Goldmines
 Google+ (Places)
 Inbound links
 Social media aka SEOcial
 Blogs
 Website SEO tools and plugins
 Google analytics

16. Email Marketing
Pitfalls
 Over-use of email
You don’t want people to opt-out

 No more than once a week
 No more than one special offer a month
 Using email address without people’s opt-in
 Overly busy emails
 Multiple calls-to-action
 No landing pages for offers
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17. Email Marketing
Goldmines
 Using newsletters instead of promo emails
 Promoting offers using more than one vehicle
Repeat on Social Media

 Repeat on Website
 Repeat with Landing Page
 Repeat with Paid Ads
 Email is a gift – what do they WANT to hear?
 Talk about your customers & partners
 Keep it fun
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18. Paid Ad Pitfalls
 Thinking it costs too much money
 Putting your money where there’s no traffic
 Yellow Pages
 Private networks
 Paid directories
 Irrelevant landing pages
 No calls to action
 No relation to ad
 Poor click-through rate
 Reach Local

19. Paid Ad Goldmines
 Conversion rate optimization
 Keeping an eye on analytics
 Local directories - Yelp, Facebook, Twitter,
Angie’s List, Yext
 Stay tuned to Google+

20. Messaging & Content
Pitfalls
 Too many message per communication
 Too many messages on website
 Too many value propositions
 Over-kill of content
 Not enough content
 No regular changes to content on Website
 Not enough 3rd-party content
 No “proof” content
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21. Messaging & Content
Goldmines
 Online a few things differentiate your business
 Know your competition
 What do you do better?
 What proof do you have?
 Talk about what you’re great at – nothing else
 Talk to your target customer – no one else
 Leverage 3rdparty content
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22. Maggie’s Conclusion
 Keep it simple & short
 Educate yourself! Do your reading & listen to
experts.
 Find your target, then focus on it
 Don’t change the messaging
 Vary the special offers
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23. Kathy’s Conclusion
 Educate yourself! Do your reading & listen to
experts.
 CHASE CUSTOMERS NOT RANK!
 You’re never done. Keep improving.
 Don’t be the hare.
 Stay one step ahead of the competition.
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