Advanced Internet Marketing November 2010

Advanced Internet Marketing
Techniques for Business
Kevin Dean, Internet Marketing Consultant
WSI Net Advantage (510) 687-9737
www.WSINetAdvantage.com
November 2010

Better Web Results / Kevin Dean © 2010 (510) 687-9737

Maximizing Return on Web Investment Map

Competitive Environment
Website •Strategies

Analytics
•Updates •Tools
•Services •Quality
•Tools •Conversion Style
•Flexibility •Access

NEWS Traditional Sales
SEARCH SOCIAL MEDIA REPUTATION LETTERS Media Team

•Local •Blogs •Monitor •Lists •Yellow Pgs •Calls
•SEO •News •Contribute? •Clients •Magazines •Demo
•PPC •Reviews •Yelp •Segment •Newspaper •Trade
•Video •PR •Twitter •Frequency •Community Shows
•Forum •Industry •Track •Visibility •Mail


To Be Successful, You must Be Found!!

Word-of-Mouth Integrated
/Networking Marketing
(LGP, TMT)

Search Engines Links from
and Other Lists other Sites
(Alliances/Partners)


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


Email Signature File…


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


Create Web Pages with Offers…

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


Integrate Your Marketing

Send a Consistent Message

• EMails, 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!

Lead Generation Using the Web…


Search Engines Play A Huge Role in Marketing

December 2008
• 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


Traditional Search Traffic

Advertising

Local Center

Natural Search

Directories

Largest source of traffic


Starts with the Right Keywords

• Broad popularity
• Niche opportunities
• Localization
• Questions
• Where in the Buying Cycle
• Familiar phrases / slang
• Technical versus common words


Sources of Ideas

• Google External Keyword Tool
• Wordtracker – Keyword Tool
• Wordtracker Labs
• Competitor sites
• Call a prospect or client

Let’s go online


www.eyetools.com


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

Top factors influencing decision

Importance on a scale of 1 to 7

Better Web Results / Kevin Dean © 2010 (510) 687-9737 Source: Enquiro & Marketingsherpa

How soon before the purchase does research begin?

Better Web Results / Kevin Dean © 2010 (510) 687-9737 Source: Enquiro & Marketingsherpa

Test Different Landing Pages


Use Local Search Results!


Try Affiliate Marketing


Search Engine Optimization


Steps to SEO Success …

1 Understand that SEO is important
2 SEO landscape going forward
3 Content Marketing - the perfect blue print
4 The Perfect Page - get your content found
5 Content that creates conversation
6 Reputation Management – Be in lots of places
7 Digital Marketing Plan – putting it all together


Sources of Ideas – Your Competition

<head>
<meta http-equiv="Content-Type" content="text/html; charset=iso-8859-1" />
<title>Poured in Place Playground Surfacing | USSA</title>
<meta name="description" content="The Nation's number one supplier of Poured in Place Playground Surfacing
for schools, daycares, parks and chidlren's areas. Providing leading Poured in Place Playground Surfacing,
technologies, materials, equipment and installation.">
<meta name="keywords" content="Poured in Place Playground Surfacing, playground surfacing, playground turf,
polystar, pour in place surfacing, daycare surfacing, park surfacing, school surfacing">
<link href="/web/html/ussa.css" rel="stylesheet" type="text/css" />
</head>


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


Understanding On-Site Factors

• Title
• Description
• H1, H2 Tags
• Content
• Alternate text
• Image titles
• Link tools
• Link text
• Site Maps
• Localization


Understanding Off-Site Factors

• Incoming Links
• Directories
• No-follow tags
• PR sites
• .edu, .info
• Paid Links?


Google SERPs
• No longer static websites
• Google now shows the following in their
search results page:
– Images
– Videos
– Bookmarks
– News
– Maps


Content Marketing…


SEO going forward…
Keyword research
XML Sitemap
creation
Spam reporting On page
competitors Vertical search optimization
Meta
keywords DMOZ, Yahoo
targeting
submission
Search engine Wikipedia links
Embedded widgets
submission Internal link & badges
Press release architecture
optimization
Rewriting dynamic URLs Viral content
Linkbait
PageRank sculpting
Low High
Value Value
Do follow
blog comments

Paid directory
Automated content
Link trading link building
generation
Keyword stuffing
IP cloaking
Automated
blog spam
Injected links

Parasite hosting


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


SEO & SMO Work Together
• Just adding pages and pages
of content as an SEO strategy And I’m SMO.
may not cut it anymore 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


Use of Social Media Today


A step by step approach…

• To Social Media Heaven
• That is repeatable
• That you can use yourself


Source: www.seomoz.org


Content that creates conversation…

• Quality &
Relevant links
• Social
bookmarking
referrals


Credibility & online brand..

Yelp
Merchant Circle


Personal Credibility…


LinkedIn…


Manage Your Reputation

Ask Your Clients to Chat
About You!


YouTube…


Social Media Optimization…

Google picks up many
social media sources
automatically


Twitter tweets…


Secret Ingredient…

Special Reports
-Energy Savings
-Cost Savings
-Unique Styles
-Selection Guides

Remember, the
buying process
might be months or
years


Article marketing…


Online Press release…


Customer Contact Model…
Themes
Your Digital Plan


Metrics – Is it Paying Off?
Method Paid Search SEO Social Media
Clicks / Visitors 61% 69% 23%
Number of Sales 53% 47% 19%
Value of Sales 43% 38% 11%
Leads 37% 36% 10%
Page 22% 34% 9%
Impressions
Profit Margin 21% 29% 9%
Branding 19% 14% 8%
Position
Telephone 14% 13% 4%
Lifetime Value 13% 11% 4%
No Tracking 9% 9% 3%
Source: data provided to eMarketer 4/23/2009


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

Summary & Questions


Advanced Internet Marketing November 2010

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Advanced Internet Marketing November 2010

Similar to Advanced Internet Marketing November 2010 (20)

Recently uploaded

Recently uploaded (20)

Advanced Internet Marketing November 2010