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

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

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

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

To Be Successful, You must Be Found!!

Word-of-Mouth/Networking

Search Enginesand Other Lists

Links fromother Sites

(Alliances/Partners)

IntegratedMarketing (LGP, TMT)

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

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!

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

Email Signature File…

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

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

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

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

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

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

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

Lead Generation Using the Web…

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

• 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

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

Traditional Search Traffic

Advertising

Local Center

Directories

Natural Search

Largest source of traffic9

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

• Broad popularity

• Niche opportunities

• Localization

• Questions

• Where in the Buying Cycle

• Familiar phrases / slang

• Technical versus common words

Starts with the Right Keywords

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

• Google External Keyword Tool

• Wordtracker – Keyword Tool

• Wordtracker Labs

• Competitor sites

• Call a prospect or client

Let’s go online

Sources of Ideas

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

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

www.eyetools.com

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

• 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?

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

Test Different Landing Pages

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

Use Local Search Results!

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

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

Try Affiliate Marketing

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

Search Engine Optimization

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

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

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

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>

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

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

Better Web Results / Kevin Dean © 2010 (510) 687-9737 www.eyetools.com

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

• Title

• Description

• H1, H2 Tags

• Content

• Alternate text

• Image titles

• Link tools

• Link text

• Site Maps

• Localization

Understanding On-Site Factors

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

• Incoming Links

• Directories

• No-follow tags

• PR sites

• .edu, .info

• Paid Links?

Understanding Off-Site Factors

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

Google SERPs• No longer static websites

• Google now shows the following in their

search results page:

– Images

– Videos

– Bookmarks

– News

– Maps

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

Content Marketing…

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

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

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

What Is Social Media

social media is basically a

conversation

hi whats up?

social

media

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

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

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

Use of Social Media Today

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

A step by step approach…

• To Social Media Heaven

• That is repeatable

• That you can use yourself

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

Source: www.seomoz.org

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

Content that creates conversation…

• Quality & Relevant links

• Social bookmarking referrals

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

Credibility & online brand..

Yelp

Merchant Circle

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Personal Credibility…

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

LinkedIn…

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

Manage Your Reputation

Ask Your Clients to Chat

About You!

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

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

YouTube…

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

YouTube…

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

Social Media Optimization…

Google picks up many

social media sources

automatically

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

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

Twitter tweets…

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

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

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

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

Secret Ingredient…

Special Reports

-Energy Savings

-Cost Savings

-Unique Styles

-Selection Guides

Remember, the

buying process

might be months or

years

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

Article marketing…

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

Online Press release…

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

Customer Contact Model…

Your Digital PlanThemes

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

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

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

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

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

Summary & Questions