internet marketing 101 - overview

Harnessing Internet for Marketing

How to Get Found... Online

• Be Remarkable

• Create Content

• Optimize Content

• Promote Content

• Measure Results

Internet Marketing

• Why

• Quantify

• Simplify

I don’t need a website because…

I don’t worry about my web presence because…

I’m not on those social media sites because…

Why Internet Marketing

• Top places people look to find a business (ComScore)

– 31% visit search engines– 30% look in print directories– 19% use internet directories– 11% look at local search sites– 3% use newspapers or magazines


• $5-to-$6 offline purchases are influenced by online for every $1 spent online (MIT - 2005)

• 97% of Internet users gather shopping info online

• 51% explicitly “shop online, purchase offline”• 70% use local search to find local businesses


• Why Social Media? – I Don’t Get It…

– Content now indexed by search engines– Visited by 67% of online population (Nielson)

• 36% use social media regularly

– More popular than email - 68% to 65% (Nielson) – Over 35+ demographic fastest growing

• 45-65 demo larger than 13-17 age demo (Wired)

Your Web

Internet Search Marketing

Google PageRank Algorithm

Search Return Key Factors

• Which Keywords

• Keyword Density

• Keyword Prominence

• Link Popularity

• Relevancy

Keywords• High Traffic and Search

Volume• Low Competition• Niche Keyword Phrases

– the ‘Long-Tail’

• Keywords Optimized– Website Landing Pages– Titles– Descriptions– Profiles– Interests– Bios– Introductions

Link Popularity Backlinks!

Backlinks!Backlinks!

• Considered an Endorsement for the Recipient Website

• Customers, Clients, Partners…

• Social/Shared Bookmarks Illustrate Popularity

• Positive Reviews and Citations

• Remember Linking Your Online Profiles, etc…

Relevancy

• Let sym (F) be the set of predicates/functors in F• The direct relevance between Fa and Fc is:

|sym(Fa) ∩ sym(Fc)| -------------------- |sym(Fa) sym(Fc)| ∪

Relevancy

*** Content & Backlinks ***

• Which Keywords

• Keyword Density

• Keyword Prominence

• Link Popularity

• Relevancy

Search Return Key Factors

Your Web Toolbox

• Keyword Tools (free)– Wordtracker.com– Google Adwords

Keyword Ideas– Market Samurai

• Keep a Toolbox of Internet Marketing Best Practices

Your Google Toolbox

• Google Profile• Local Business

Center• Adwords

– Keyword Ideas

• Google Analytics• Google Alerts• Google Reader• Google Docs

Measure Effectiveness

• Google Analytics• OnPage & OffPage• Alexa.com• Technorati.com• Omniture.com• Directories• Bookmarking• Content / Backlinks

Your Sales!

Your News & Info Clipping Service

• Reconnaissance• Monitor and Track

– Industry– Your Business– Competitors– Other Interests

• Google News• Google Alerts• Google Reader

Online You Are a Land Barron and Media Mogul

• Barker / Billboards• TV and Radio Stations• Rolodex• Local Directories / GPS• Business Scrapbooks• Photo Albums• Op-Ed / Editorial Pages• Book Clubs• Clipping Services• Real Estate

Real Estate - Local Directories

• Claim Your Business Property !!!

• The Google 10-Pack– Google Maps

• Other Trusted and Established Directories

• Keyword and Long-Tail Optimized

• Backlink Where Ever Possible !!!

Social Media - Marketing Keys• Do Not Overtly Sell

– It’s not about you

• Participate in Your Audience’s– Lifestyles– Events– Conversations

• Develop a ‘Tribe’• Private/Business Pages• Guide and Lead to Your

Solution• Etiquette

Networks of Social MediaCommunity…

Content…

Conversation…

• Publishing Networks

• Social Networks

• Media Networks

Your Op-Ed & Editorial Pages

• Blogs and Articles • High Authority Level

in Search Returns• Industry Expertise

– Target Audience

• Develop Traffic and Readership

• Develop Brand• WordPress Platform

Your Book Club

Social Bookmarking• Have Bookmarks Accessible

Online• Illustrates a Positive Backlink

Endorsement for Your Site

Internet Marketing Uses:• Promote Your Website

– www.socialmarker.com

• Ping Search Engines for Blog Posts– pingomatic.com

http://www.socialmarker.com/

Your Talk Radio / BillboardTwitter

• Social Network– SUS

• (share update service)

• 1382 % Yr/Yr Growth• +50 Million Users

– Growing ~ 8M / month

• 31 Median Age• Under 44• Mobile Usage Driven• Schedule Submissions

Your Business ScrapbookFacebook

• Social Network - SUS• +350 Million Users

– ½ use daily

• +45 % Yr/Yr Growth• 33 Median Age

– 26 in 2008

• More 45-65 than 13-17• Women 55+ Fastest• SMBs – Fan Pages

Your RolodexLinkedIn

• Social Network• Founded 2003• HR Recruiting Tool • +50M Users

– adding 1 user / second– 7.7M Unique Monthly

• 5.6 % Growth Sept• 39 Median Age

– (40 in 2008)

• Involvement in Rolodex

Your Photo AlbumYouTube

Flickr• Media Networks

YouTube• 1 Billion Views / Day• Video Usage +53% • 91% Yr/Yr Growth

Flickr• 2004 Yahoo Founded• +4B Photos

YourWebInConcert.com

Automate, Automate, AutomateWorth the Price of Admission

• Ping.fm

• TubeMogul.com

Internet Marketing Best Practices

To Your Success !!!

I know the price of success: … dedication, hard work, and an unremitting devotion to the things you want to see happen.

~ Frank Lloyd Wright

Internet Marketing Frontiers…

The End

Purposely Made Blank for…

End of Presentation

_______________.com(the Solution)

Twitter__________

YouTube/Flickr__________Facebook

__________

Social Bookmarkers__________

News Clipping Service

__________

LinkedIn__________

Client Sites__________

Partner Sites__________ Advertiser Sites

__________

Blog__________

Google-_________-_________-_________

__________________________________________________

Other Tools

LeadCapture

Conversion$$$

Local Directories__________________________________________________
