advanced internet marketing november 2010

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

Advanced Internet Marketing

Techniques for Business

Kevin Dean, Internet Marketing Consultant

WSI Net Advantage (510) 687-9737

www.WSINetAdvantage.com

November 2010


Website

•Updates

•Services

•Tools

•Flexibility

Analy

tics

Maximizing Return on Web Investment Map

Competitive Environment

•Strategies

•Tools

•Quality

•Conversion Style

•Access

SOCIAL MEDIA

•Blogs

•News

•Reviews

•PR

•Forum

REPUTATION

•Monitor

•Contribute?

•Yelp

•Twitter

•Industry

SEARCH

•Local

•SEO

•PPC

•Video

NEWS

LETTERS

•Lists

•Clients

•Segment

•Frequency

•Track

Traditional

Media

•Yellow Pgs

•Magazines

•Newspaper

•Community

•Visibility

Sales

Team

•Calls

•Demo

•Trade

Shows

•Mail


To Be Successful, You must Be Found!!

Word-of-Mouth/Networking

Search Enginesand Other Lists

Links fromother Sites

(Alliances/Partners)

IntegratedMarketing (LGP, TMT)


Word Of Mouth Marketing

• 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

It’s Almost FREE!


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

• 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!

Send a Consistent Message


Lead Generation Using the Web…


• 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

December 2008

Search Engines Play A Huge Role in Marketing


Traditional Search Traffic

Advertising

Local Center

Directories

Natural Search

Largest source of traffic9


• Broad popularity

• Niche opportunities

• Localization

• Questions

• Where in the Buying Cycle

• Familiar phrases / slang

• Technical versus common words

Starts with the Right Keywords


• Google External Keyword Tool

• Wordtracker – Keyword Tool

• Wordtracker Labs

• Competitor sites

• Call a prospect or client

Let’s go online

Sources of Ideas


www.eyetools.com


• 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

Pay Per Click

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

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?


Test Different Landing Pages


Use Local Search Results!


Try Affiliate Marketing


Search Engine Optimization


Steps to SEO Success …

Understand that SEO is important

SEO landscape going forward

Content Marketing - the perfect blue print

The Perfect Page - get your content found

Content that creates conversation

Reputation Management – Be in lots of places

Digital Marketing Plan – putting it all together

1

2

3

4

5

6

7


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


• Title

• Description

• H1, H2 Tags

• Content

• Alternate text

• Image titles

• Link tools

• Link text

• Site Maps

• Localization

Understanding On-Site Factors


• Incoming Links

• Directories

• No-follow tags

• PR sites

• .edu, .info

• Paid Links?

Understanding Off-Site Factors


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…

Low

Value

High

Value

Keyword stuffing

Link tradingAutomated content

generation

Automated

blog spam

IP cloaking

On page

optimization

Parasite hosting

Injected links

Paid directory

link building

Do follow

blog comments

Press release

optimization

Wikipedia linksSearch engine

submission

Spam reporting

competitors

DMOZ, Yahoo

submission

Meta

keywords

XML Sitemap

creation

Vertical search

targeting

Keyword research

Rewriting dynamic URLs

Embedded widgets

& badges

Viral content

LinkbaitPageRank sculpting

Internal link

architecture


What Is Social Media

social media is basically a

conversation

hi whats up?

social

media


Source: eMarketer data April 23, 2009

SEO & SMO Work Together

Hello. I’m SEO.

And I’m SMO.

• Just adding pages and pages

of content as an SEO strategy

may not cut it anymore

• 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


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…

Your Digital PlanThemes


Metrics – Is it Paying Off?

3%9%9%No Tracking

4%11%13%Lifetime Value

4%13%14%Telephone

8%14%19%Branding

Position

9%29%21%Profit Margin

9%34%22%Page

Impressions

10%36%37%Leads

11%38%43%Value of Sales

19%47%53%Number of Sales

23%69%61%Clicks / Visitors

Social MediaSEOPaid SearchMethod

Source: data provided to eMarketer 4/23/2009


Website

•Updates

•Services

•Tools

•Flexibility

Analy

tics

Maximizing Return on Web Investment Map

Competitive Environment

•Strategies

•Tools

•Quality

•Conversion Style

•Access

SOCIAL MEDIA

•Blogs

•News

•Reviews

•PR

•Forum

REPUTATION

•Monitor

•Contribute?

•Yelp

•Twitter

•Industry

SEARCH

•Local

•SEO

•PPC

•Video

NEWS

LETTERS

•Lists

•Clients

•Segment

•Frequency

•Track

Traditional

Media

•Yellow Pgs

•Magazines

•Newspaper

•Community

•Visibility

Sales

Team

•Calls

•Demo

•Trade

Shows

•Mail

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