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Internet Marketing Tactics

An explanation of the Internet Marketing tactics one should consider based on the traditional marketing they are currently using. A presentation geared for the owner of a small to mid-sized business.

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Internet Marketing Tactics

  1. 1. Internet Marketing Tactics, Tactics, Tactics Presented by Russ Henneberry
  2. 2. Two Big Questions <ul><li>How do prospects find your products or services? </li></ul><ul><ul><li>Word of Mouth/Referrals </li></ul></ul><ul><ul><li>Internet Search </li></ul></ul><ul><ul><li>Direct Mail/Catalogs </li></ul></ul><ul><ul><li>Television, Radio, Print Advertising </li></ul></ul><ul><li>How do customers and prospects communicate with your business? </li></ul>
  3. 3. The Big Problems <ul><li>You have limited time </li></ul><ul><li>You have limited money </li></ul><ul><li>The “old way” of marketing isn't working as well as it used to </li></ul><ul><li>You hear distracting rumors </li></ul><ul><li>You need to find something that works and channel your energy to it </li></ul>
  4. 4. How do prospects find your products or services? Blogging Print Ads Podcasting Radio Ads Online Video Television Ads Email Marketing Direct Mail/ Catalog Social Media Word of Mouth/ Referrals SEO/ PPC Google Search Tactic Answer
  5. 5. Tactic: Pay Per Click Advertising <ul><li>What Is It? </li></ul><ul><li>PPC is the purchasing of the small ads on the side of the search results pages on Google, Yahoo, etc. </li></ul><ul><li>How Does It Work? </li></ul><ul><li>You place a bid on a keyword </li></ul><ul><li>Your site will be displayed based on your bid and the quality of the content on your site </li></ul><ul><li>How Do I Get Started? </li></ul><ul><li>Start with a smaller budget, find what works, then scale up. </li></ul><ul><li>Test, optimize, test, optimize </li></ul>
  6. 7. Tactic: Search Engine Optimization <ul><li>What Is It? </li></ul><ul><li>Search Engine Optimization is a series of actions taken to make your site more friendly to search engines to increase “free” or organic traffic to your website. </li></ul><ul><li>How Does It Work? </li></ul><ul><li>Search engines return results based on a search term. (e.g. 'industrial sealants') </li></ul><ul><li>Search engines want to return the most relevant and trustworthy result </li></ul><ul><li>The search engine will use an automated algorithm to determine the order of results </li></ul><ul><li>Search engines take into account the content that is on your site </li></ul><ul><li>Search engines take into account the number of links your site has pointing at it </li></ul><ul><li>How Do I Get Started? </li></ul><ul><li>Hire someone in-house or hire an SEO firm to implement best practices on your website. </li></ul><ul><li>Get a baseline measurement of your traffic </li></ul><ul><li>Measure the results of your efforts </li></ul>
  7. 8. SEO/PPC and the Sales Funnel
  8. 9. Tactic: Social Media <ul><li>What Is It? </li></ul><ul><li>Online Social Media is a new way to communicate </li></ul><ul><ul><li>Businesses are communicating with customers </li></ul></ul><ul><ul><li>Customers and prospects are communicating with businesses </li></ul></ul><ul><ul><li>Customers are communicating with customers </li></ul></ul><ul><li>How Does It Work? </li></ul><ul><li>Same as a any other social setting, tell your story </li></ul><ul><li>They all give users the ability to “turn you on” and “turn you off” </li></ul><ul><li>How Do I Get Started? </li></ul><ul><li>Create a Social Media Plan including: </li></ul><ul><ul><li>Where do our prospects and customers spend time online? </li></ul></ul><ul><ul><li>How can we set up processes so that we can listen and provide value to customers and prospects? </li></ul></ul><ul><ul><li>How can we scale this internally and extend it to all of our customers? </li></ul></ul><ul><ul><li>http://www.facebook.com/pages/Chesterfield-MO/Petropolis/92794784119?ref=ts </li></ul></ul>
  9. 10. Jet Blue Airways on Twitter http://www.youtube.com/watch?v=5YGc4zOqozo
  10. 11. Tactic: Email Marketing <ul><li>What Is It? </li></ul><ul><li>Easiest to understand, most difficult to execute properly </li></ul><ul><li>The sending of timely, relevant email messages to people that have asked for it. </li></ul><ul><li>How Does It Work? </li></ul><ul><li>Very Well  </li></ul><ul><li>Very Measurable </li></ul><ul><li>How Do I Get Started? </li></ul><ul><li>Use an email service, do not manage in-house </li></ul><ul><li>Create relevant and timely emails and send them to those that have opted in. </li></ul>
  11. 12. Tactic: Online Video <ul><li>What Is It? </li></ul><ul><li>Short, snack-sized video on your own site and/or shared via YouTube and others. </li></ul><ul><li>How Does It Work? </li></ul><ul><li>Online Video is the fastest growing segment of online marketing. </li></ul><ul><li>It gets information across in a hurry and generally increases conversions </li></ul><ul><li>How Do I Get Started? </li></ul><ul><li>What do our customers and prospects need? </li></ul><ul><li>How can we use video to get them what they need? </li></ul><ul><li>http:// www.youtube.com/watch?v =MC8Zvl-8ziA </li></ul>
  12. 13. Tactic: Podcasting <ul><li>What The Heck Is It? </li></ul><ul><li>Creating audio files and sharing them through places like iTunes. </li></ul><ul><li>What’s it good for? </li></ul><ul><li>Great medium for industries that: </li></ul><ul><ul><li>Change often </li></ul></ul><ul><ul><li>Interesting news </li></ul></ul><ul><ul><li>Are controversial </li></ul></ul><ul><li>How Do I Get Started? </li></ul><ul><li>What do our customers and prospects need? </li></ul><ul><li>How can we use podcasting to get them what they need? </li></ul>
  13. 14. Tactic: Blogging <ul><li>What Is It? </li></ul><ul><li>Blogging gives a business a pulpit to broadcast text, video, audio and images. </li></ul><ul><li>What’s it Good For? </li></ul><ul><li>Providing a community </li></ul><ul><li>Providing a hub from which to broadcast your message </li></ul><ul><li>Providing relevant, valuable information to your prospects </li></ul><ul><li>How Do I Get Started? </li></ul><ul><li>What do our customers and prospects need? </li></ul><ul><li>How can we use our blog to get them what they need? </li></ul>
  14. 15. The Blog as a Marketing Hub
  15. 16. <ul><li>Repetition </li></ul><ul><li>Patience </li></ul><ul><li>Value </li></ul>Internet Marketing Is Different From Traditional Marketing: Parting Words of Advice
  16. 17. Contact Information <ul><li>Russ Henneberry </li></ul><ul><li>314-223-2158 </li></ul><ul><li>[email_address] </li></ul><ul><li>www.terrakon.com </li></ul>