National City WEDO Seminar Series

Internet Marketing 101

Jay Lane, Jay Lane Media LLCjay@jaylane.com

April 15, 2009

Today, we’ll be discussing…

• Why you should consider Internet marketing• Things to consider before beginning a campaign• Email marketing• Search engine marketing

– PPC vs. SEO

• Social media marketing• Web site tracking (Web analytics)• Resources worth checking out• Final thoughts• Q & A

What do you call it?

Call it what you want, but it’s all the same…• Interactive/Interactive Marketing• Internet Marketing• Web Marketing• New Media Marketing

I define Internet marketing as the process of creating an online presence (Web site, landing page, etc.), driving visitors and then converting these visitors into customers.

“On the Internet, nobody knows you’re a dog.”

Why You Should Consider Internet Marketing

1. Generates a greater return on investment– Has shown an increased ROI vs. traditional marketing because of

efficiency in targeting users

2. Provides instant communication, feedback and flexibility– Quickly learn what’s working and what’s not

3. Can generate transactions 24 hours a day, 7 days a week

4. Offers instant accountability – Real-time tracking and reporting

5. Flexibility– Can make changes on the fly with little cost (compare to updating TV

spots or other traditional media)

Don’t put the cart before the horse!

cart = Internet marketinghorse = Your Web site

Things to consider before beginning your Internet marketing campaign

• Proper planning is key– Define your goals/objectives in advance

• Make sure your Web site is easy to use and the content is clear and simple– What do you want people to do once they get to your site?

• Your time and resources– Don’t take on too much

• Hire a professional or DIY?• Track everything!

Email Marketing > Overview

• Email marketing is a great non-intrusive way to establish a relationship and stay in touch with your customers and prospects

• Things to consider:– CAN-SPAM Act (Stands for “Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003)

– List participation – Look at open rates and clicks – Conversions– Traffic to Web site

Email Marketing > CAN-SPAM

• You can send commercial email as long as you comply with the three types of compliance defined in the CAN-SPAM act:– Unsubscribe Compliance

Offer the ability for recipients to unsubscribe from email list – Must be honored within 10 days

– Content Compliance Accurate from lines Non-deceptive subject lines Your physical mailing address is listed within the email

– Sending Behavior Compliance Messages cannot be sent through open relay Cannot send to harvested email addresses

Search Engine Marketing (SEM) > Overview

• Search Engine Marketing (SEM) is a form of Internet marketing that seeks to drive traffic to Web sites by increasing their visibility in search engine result pages (SERPs)

• SEM includes the following:– Pay-Per-Click Advertising (PPC)– Search Engine Optimization (SEO)

Paid inclusion

SEM > What’s the difference between PPC and SEO?

Pay-Per-Click (PPC or Paid Search) is an advertising model used on search engines, advertising networks, and other content Web sites (online newspapers, blogs, etc.). Advertisers can set their own budget and only pay when an end-user clicks on their ad and visits their Web site

Search Engine Optimization (SEO) is the process of attempting to improve one’s Web site ranking in the “organic” (unpaid) search results

SEM > Example Search Engine Results Page (SERP)

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PPC (Paid)Up to 11 on a page

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SEO(Unpaid)Typically have 10 results per page

Social Media Marketing > Overview

According to the Social Media Club of Louisville, “Social Media” is:•Communications using technologies to share opinions, insights, experiences, perspectives•Drives social interactions and dissemination of words, pictures, videos and audio•Consumption gives way to self-expression, creation, collaboration, interconnectivity

Social Media Marketing > Sample Tactics

• Blogs– A Web site with regular short entries about various topics that

typically combines text, images, video and links – readers can leave comments – Distributed through an RSS feed

• Twitter– Micro blogging – 140 characters or less

• Podcasts (audio and video)– Distributed through an RSS feed (Really Simple Syndication)

• Social networking sites (Facebook, LinkedIn, etc.)– Business pages, LinkedIn Answers

• Viral videos (YouTube)• Photo sharing (Flickr)

Web Analytics > Overview

Web analytics is the foundation of Internet success because you can’t improve your Web site and Internet marketing tactics unless you know what’s happening

Web Analytics > Overview

• Analytics allows you to:– Track Web site visitor activity: # of visitors, popular pages,

time spent on site, referring Web sites, etc.– Determine where visitors enter and exit your site– Track conversions– Attribute sales/conversions to specific marketing tactics and

calculate ROI– See how visitors found you

• Check out Google Analytics (FREE)

Sites Worth Checking Out

• Web Site Grader > www.websitegrader.com • Blog search engine > www.technorati.com • Social Media Explorer > www.SocialMediaExplorer.com • Social Media Club of Louisville > www.SMCLouisville.org • Twitter > www.twitter.com • Google Adwords > www.google.com/adwords • Google Analytics > www.google.com/analytics • Dosh Dosh > www.doshdosh.com • Conversation Marketing > www.conversationmarketing.com • Search Engine Watch > www.SearchEngineWatch.com • Search Engine Land > www.SearchEngineLand.com

Final thoughts…

• If hiring an outside vendor to do work on your behalf, make sure you:– Do your research and check references– Understand what you are paying for– Have full ownership and control of your Web site, domains

and online accounts (i.e. Google accounts)

• Start small and do a few things really well before expanding your efforts…don’t overwhelm yourself

• Check out blogs/online resources (“Google” it)• Don’t be afraid to get out there and try some things…

Questions?

Let’s Connect!

Email: jay@jaylane.comTwitter: @JayLaneWeb: JayLane.comLinkedIn: http://linkedin.com/in/jaylanelouisville