INTRODUCTION
to WEB MARKETING
April 2012
Nico Wlock
Muse Media
@inc0gnico

EVERYBODY IS AN INTERNET USER
• Global: 2.2 billion users
• Canada: 23 millions unique online visitors (users)
• Avg. Canadian spends 43.5 hours/month online (global avg. 23.1 hours)
• 95% of Canadian homes access broadband services through land-lines
AND THEY ALL USE SOCIAL MEDIA
• 89% of Canadians use social media sites
• Social media marketing campaigns are more effective than email
(e-newsletters) and web banners
IT’S ALL ABOUT SHARING!

WORD OF MOUTH
Web marketing is still marketing.
Others share their story
The web is simply a new tool about your business.
that allows you to:
• Have access to media
• Have scalable interactions
• Influence consumers Others share your story
about your business.
You share your story
about your business.

WHAT DO PEOPLE DO ONLINE?
• SEARCH: 78% of users search for products online
• LEARN: 58% of users research products online
• PURCHASE: 73% of users buy online
• SHARE
Give recognition for a job well done/punish the brand
Learn more about product
For a discount
For the brand to reach out
Feel empowered
Bond with others
CONTENT IS KING.

HOW DO PEOPLE ACCESS THE INTERNET?
• Desktop
• Mobile (account for over 50% of local searches)
• TV
• Tablet
- Nearly 50% of Canadians own a smartphone
- 20% of all searches are geographical or “local searches”
- Companies that blog get 55% more web traffic (content)
Facebook (850 million users)
Twitter (100 million active users)

TIME VS. EFFORT
Web and social media tools are like any other tool. They require thought
and effort. The amount of web marketing you do is likely to be limited by
your available resources.
1. Passive Web Marketing
Be discoverable to customers that are looking for you.
Create web content that is discoverable by searching customers.
Optimize your web site for search performance (SEO).
Create or update listings in directories used by searching customers.

2. Active Web Marketing
Be active. Position yourself as a knowledgeable and valuable resource.
Set up communication channels to deliver outbound messages.
Set up communication channels to receive inbound messages.
Regularly deliver useful web content for customers.
3. Interactive Web Marketing
Create positive experiences for the customer outside of the purchasing
experience. Build customer trust and loyalty.
“Listen” for business opportunities and respond accordingly.
Encourage business to customer interactions.
Recognize and promote supporters, advocates and champions of your
business.

ONLINE TOOLS
These are a few of the basic and most powerful online properties.
• Website (Content warehouse)
• Blog (Regular publishing, online magazine)
• Facebook (Largest social network, indexable, strength is in sharing)
• Twitter (Very popular, customer services, mobile, trackable)
• Google Places, Foursquare (geo-localisation tools)
Have clear objectives.
Use ROI metrics and analytics.

1. PASSIVE WEB MARKETING
How to Publish a Website
• Claim your own domain name (URL) (approx. $20/year)
• Hosting (approx. $40-$70/year)
• Hire designers or create your own.
1. Hire Web Designer
2. Blogspot or Google Sites (Free)
3. Content Management System (CMS) (Free and/or Paid)
• Wordpress (22% of all sites), Drupal, Joomla!, Ruby on Rails
• Blogging platform that uses themes (templates) that can also be edited.
• Requires little to basic knowledge of HTML/PHP to update and edit.
• Mobile-friendly.
• Good for SEO.

PASSIVE WEB MARKETING, cont.
What Should My Website Look Like?
Emphasis on clean, simple and good design.
UX (User Experience) and UXD (User Experience Design): How a user
feels about a product, system or service. Make the users’ experience on
your site easy and enjoyable.
UI (User Interface): How the user interacts with the computer. This
is important when building a website because users interact through
different platforms, such as mobile, social TV and tablets.

PASSIVE WEB MARKETING, cont.
What Should Be On My Website?
• Product or service you provide
• About you and your business
• Contact information
• Blog
• Useful resources for customers
• Links to your social media and communication channels
• Google Analytics

PASSIVE WEB MARKETING, cont.
Optimize Your Website for Search Engine Optimization (SEO)
• Use keywords in page titles, blog titles, headings, body content and links
• Create links to other pages on your site
• Include images on your web pages
• Use keywords in your URLs
• Regularly create fresh web pages or fresh content (blog)
• Share your web pages on social media platforms
• Enable and encourage others to share, like and comment
Make sure your business is listed on
Google Places, Yelp, Yahoo Local and MapQuest.

2. ACTIVE WEB MARKETING
Why?
1. Earn trust: how important are relationships to your business?
2. Demonstrate that you care: how do you prove you care?
3. Invite feedback: are phone and email enough for your customers?
4. Grow your online presence: how do your customers find you online?
How? Regularly Create and Publish Content Online
• Short content: Facebook, Twitter, Google+, LinkedIn
• Long content: Blogging, MailChimp, Constant Contact
• Photos: Flickr, Facebook, Pinterest
• Videos: YouTube, Vimeo
• Links: Delicious, Digg

3. INTERACTIVE WEB MARKETING
• Respond to sales inquiries or requests for help in your market.
• Connect, like, follow or friend those you want to reciprocate.
• Respect, promote, encourage and congratulate customers, partners and
champions.
• Post and comment on other Facebook pages and blogs related to your
business to increase your reach.
Results
• Improved visibility online (includes SEO placement)
• Improved social media activity (customer leads)
• More new customers discover you online
• Increased number of customer referrals online
• Improved customer loyalty

WHAT DO I POST?
• Link to your own content between 25%-50% of the time (Creation)
• Link to other resources 50%-75% of the time (Curation)
• Media (photos and videos, promote sharing)
• Respond to sales inquiries or requests for help in your market.
• Connect, like, follow or friend those you want to reciprocate.
• Respect, promote, encourage and congratulate customers, partners and
champions.
• Post and comment on other Facebook pages and blogs related to your
business to increase your reach.
Balanced curators have the highest rate
of conversions.

TEN CONTENT IDEAS
1. Explain how a recent news event will affect your industry.
- Tech announcement, new construction, weather etc.
2. List essential resources related to your industry.
3. List and debunk the most common myths in your industry.
4. Promptly deliver a report from an industry related event.
- Talk to an “expert”
- Live-blogging, blog post, interview etc.
5. Compare something complex or misunderstood to something simple or
commonly understood, relative to your industry.

TEN CONTENT IDEAS, cont.
6. Deliver timely advice or news relevant to an upcoming holiday or event.
7. Share a list of changes you are considering for your business.
- Crowdsource your fans for their ideas.
8. Make a list of valuable products or services that are complimentary to
your business/industry.
9. Share a list of your favorite photos or videos related to your business/
industry.
- Ask for your fans to share their photos; comment on yours.
10. Answer a list of the most commonly asked questions you receive.

IS IT WORKING? SEO, METRICS and ANALYTICS
• Google Analytics: easily integrates into any website
• Facebook Insights
• Twitter Analytics/Metrics
• Web Trends (Google Trends)
There are many services available that analyze web/social media activity.
PageLever.com
CrowdBooster.com
Google Social Plug-in
TwitSprout.com

QUESTIONS?