A fundamental overview of internet marketing including discussions on search engine optimization, social media, email marketing, and analytics

1. The Next Level of
Internet Marketing
Prudential California Realty
Training Presentation

2. Today’s Agenda
• Introduction
• Design that converts
• Search engine marketing
• Social media strategies
• Email Marketing
• Analytics

3. About WSI
WSI is a Global Research and Knowledge
based organization, specializing in
Strategic Internet Marketing, Online
Branding and Business Automation.
We are the LARGEST Internet Marketing
Consulting Company in the World

4. • Head Office
Toronto Canada A Global Network
• 1500 offices proven processes – proven results
• 87 Countries
• 345 Certified Google
Experts
• 35 Certified Analytics
Experts
• 28 Certified Conversion
Specialists
• 381 SEO Content
Developers
• 182 Certified Landing
Page Developers

5. Local People
• Born and raised in Ventura – 3rd
generation – know and love this area
• Saint Bonaventure High School alumnus
• Communications degree from Stanford
University
• Saw a need

6. Information Overload
• Easy to get overwhelmed
online today
• We are conditioned to be
fearful of what we don’t
know
• We tend to stay in our
comfort zones
• Time to overcome and
break through

7. Design that Converts
• Site design is critical
• Intuitive
• Clean presentation
• Conversion based architecture
– Shopping for a digital camera

8. Client Buying Decision Funnel

9. Case Study:
Ventura Overhead Door
• Using a vendor template website
• Lots of money in pay-per-click, not
converting
• Print marketing was not converting
• We started with a redesign of their existing
site

12. Results
April 2009
• 1,502 visits
• 3,881 page views
• 8 submitted contact forms (80%
conversion to new business)
• Never had received one internet lead
before the redesign

13. Idea 1 - Site Redesign
• Wow visitors
• Current look
& feel
• Convert
more
customers

14. The Power of Optimization:
Search Engine the Internet
What is it?
• •Ranking for targeted keywords
Google’s index stands
at over 8 billion pages
– When you search your product/service and
• 90s area you are in, do you come up?
the
boom, Millennium
• Moving target
bust
– Goal remains the same, the path
• Web 2.0 Internet Marketing (IM) is the
does not process of growing and
promoting an organization
using online media
-Wikipedia

15. Search Engine Optimization Now
What has changed?
• Google has changed the rules
– Content and rich media (video, podcasts, etc.)
is king
• Mixed media results
– Searches result in news feeds, image
samples, local business directories, videos,
and websites

17. How Search Engines
See Your Site

18. Important 1st Steps
• Meta data
– Your site’s first impression to search engine
spiders
– Title, keywords, description
• Alt tags
– Tag your images and links with your target
keywords
– i.e. Google Images

19. Content is Emperor
• Focused
– Cover one topic per page
– Good internal link structure to allow visitor to
dig deeper
• User friendly
– Simplify your product/service offering into
easy to understand layman’s terms

20. Next Step…Rich Media
• Google’s new search engine spider now
can index…
– The audio track of a video, audio podcast and
find keywords
– A flash website/file
– An RSS Feed for relevant content

21. RSS Feeds
• Simply put – a content feed
– Standardized format to syndicate a particular
source of information
– Blogs put RSS on the map
• Why use them?
– Steady stream of fresh content on your site
– Search engines love them – can easily index
the information for keywords

23. Idea 2 - Blog Campaign
• Consistent
content
• RSS
• Search
engines
love it!
• $ effective

24. Search Engine Results

25. Pay Per Click – Pros & Cons
• Pros
– Dominate search results as part SEO
campaign
– Pay for performance
• Cons
– 15% of searchers click ads
– Ventura County is difficult to target

26. Case Study
Ventura Overhead Door
• Search Engine Optimization Campaign
– Optimizing main site for targeted keywords
– Created and optimized video
– In process of adding blog and rss feed as well
• Goal
– Dominate local searches for garage door
sales and service

27. The video alone has been
viewed over 300 times
since mid-April

28. W h a t Is S o c ia l M e d ia
Social media is an umbrella term that
defines the various activities that integrate
technology, social interaction, and
the construction of words, pictures,
videos and audio.
- Wikipedia, July, 2008

29. social media is also
your online
reputation

30. S o c ia l M e d ia N e t w o r k s

31. Social Media Site Trends
YouTube vs. Facebook vs. Twitter

32. Video is It!
And you don’t need to be Scorsese

33. YouTube in 2008
Consumed As
Much Bandwidth
As The Entire
Internet in 2000

34. More than 1 in 8
viewers make a
purchase
after watching a video
ad online
eMarketer

35. YouTubing The Search Engines
• Often on the first page
• Often in the top positions
• Can be indexed and ranked
within an hour of submission

36. Facebook
• More than 200 million active users
– 100 million sign in at least once a day
• 2/3 of users are outside of college
• Fasting growing demographic is 35 years old or
older
• No. 1 photo sharing application on the Web
(comScore)
– 900 million photos uploaded each month

37. Facebook Business
Opportunities
• Facebook
Pages/Groups
– Cause? Go for Group
– Business? Create a
Page
• Case Study - WM
– Insights
– Cigar Dinner

38. Facebook Ads
• Displayed on profile
• Facebook knows you best
• Ads you see are based on age, sex, location,
political slant, even your profile information:
– Hobbies and interests
– Pages you are a fan of
– Causes you have joined
• Let me show you…

39. Facebook Hi from Janice,
click to speak
with me now
I had “engaged”
on my Facebook
profile so what
kind of ads do
you think keep
popping up? What kind of ads would show up
for a male who is not engaged
or married?

40. • Microblog (140 characters of brilliance)
• Screen name important
• Who cares? Make them care…
• Don’t use it as your ‘personal soundtrack’
• Advanced searching capability
• Workaround for 140 character limit

41. LinkedIn
Business Networking & Referrals

42. Who Is Using Social Media?
• The average person spends 2.5
hours a day on social media

43. Idea 3 - Get Social
• Connect with
customers
• Join the
conversation
• Manage
your online
identity

44. SEO & SMO Work Together
Hello. I’m SEO.
And I’m SMO.

45. 7 out of 10
Video Sharing Site
Video Sharing Site
User Generated Content
Video Sharing Site
Social Networking Site
Video Sharing Site
Social Networking SIte

46. Don’t Forget
Email Mktg.
• Allows you to maintain
good relationships with
your existing clients
• Ensures that clients visit
your website frequently
• Segment list
appropriately

47. Tracking Your Progress
Web Metrics & Analytics
• Success comes from
trying, testing and
measuring
• This allows us to
determine what is
working and what is
not
• WSI is proactive in
sharing these analytic
reports with you

48. Idea 4 - Google Analytics
• Mandatory!
• Know what
your visitors
are doing
• Google
paying
attention

49. Overwhelmed?
We Can Help

50. We Want to Talk with You
 Every Client is Different
 Every Campaign is Unique
 We Can Help You & Let You
Focus on Your Business

51. Thank You
For a copy of this presentation please email me:
Sam Benner
sam@wsiglobalsolutions.com
805.351.3891