Presentation at the TRSA Sales and Marketing Summit - 2014

1. Generating Payback From Internet Marketing
Benj Arriola – VP SEO, Internet Marketing Inc.

2. Benj Arriola VP SEO, Internet Marketing Inc.
SEO since 2004
Web design and
development since 1997
LinkedIn
Won multiple
international SEO
contest
Won cash and a brand
new car!
Year SEO Contest Organizer Place
2005 Isulong SEOph SEO Philippines 11
2006 Ituloy AngSulong SEO Philippines 10
2006 Vorgermilten n/a 1
2007 SEO World Championship GetUpdated 1
2008 SEOContest2008 UK Webmaster World 2
2008 Promote Your Business Branders.com 2
2009 Sulumits Retsambew NetBuilders.org 4
QA Chemist
College Chem
Professor
Entrepreneur IT Instructor
Web Designer /
Developer
SEO
Internet
Marketing
Professional

3. Internet Marketing Speaker
Spoke at several
international
conferences since
2007
14 different cities in
3 different countries
Lanyrd

4. From SMEs to Fortune 1000 Companies
Worked as a freelancer
Direct clients
Outsourced projects
Worked in a small business
Worked in different
agencies
Large SEO clients experience mainly from:
Internet Marketing Inc, BusinessOnLine, and YDS Web Solution.

5. Internet Marketing
A Quick Overview

6. 3 P’s of a Good Business
Great Product
Great People
Great Promotion

7. Demand
Generation
Brand
Awareness
Brand Name
Recall
Unique Selling
Proposition
Barriers to Entry
Core Competency
Key Differentiators
Why I Rock!
Why I’m Awesome!
Promotion - Be Known!

8. Different Devices , Different Search Engines, Different Social Sites, Different Cities/Countries
Internet Marketing / Digital Marketing / Online Marketing / Web Marketing
Internet Marketing
Search Marketing
SEO
SEM /
PPC
Social
Social
Ads
Community
Dev’t /
Audience
Dev’t
Display
Behavioral
Targeting
Retargeting/
Remarketing
Email Marketing
List
Building
Drip
Marketing
Design &
Development
Usability
CO /
CRO /
LPO
Content Development / Content Creation
Data Science / Data Analysis / Web Analytics / Business Intelligence

9. Customer looks for you!
User Profile, Online Behavior,
More Measurable Data
Demographic Data / Market
Research / Surveys
Traditional Media vs. Digital Media
PUSH
PULL
PUSH

10. Internet Marketing & Media Channels
Owned Media
Website
Blog
Email
Earned Media
SEO
Social
Paid Media
PPC / SEM
Display
Social

11. Search Engine Optimization
Non-Branded Keywords
Social Media
Youtube Video
Content Marketing
Pay Per Click
Search Engine Optimization
Social Media
Website
Pay Per Click
Display Advertising
Landing Page
Retargeting
Branded Search
Email Marketing
CREATIVE
CRO
• Differs in Intent
• Differs in Internet
Marketing Strategies
User Intent & The Conversion Funnel
Introduce Influence Close

12. Integrated
Action
Path to
Conversion
Page
User Intent
Intent
Content
Marketing Pages
Appropriate
Page
Order
Page
Shares
Conversion
Links
Introduce
Path to Conversion
• Unique Selling
Proposition
• Product Comparison
• Live or Scheduled Demo
• Promo / Specials
• Time Sensitive
• Whitepaper Download
Introducers Influencers ClosersInformation Navigation Buy
Introduce Influence Close

13. Content with more
buying intent
Content with
less buying
intent
Link
Bait
Passes Link Juice Improves
Popularity
Site Architecture & SEO
Introduce Influence Close

14. SEO
On-Page
Server Settings
& Code
Web Designers, Web
Developers, Network
Administrators
Content Writers
Off-Page Links
Buzz Makers, Viral
Marketers, Content
Promotion
SEO Diagnostics
Content Marketing
Foundational
Continuous
Content
Marketing
SEO
Diagnostics
SEO Overview

15. EVERY MINUTE OF THE DAY:
100,000
Tweets Sent
2 million search queries made on Google
684,478 pieces of
content are shared
on Facebook
48 hours of
video are
uploaded to
YouTube
47,000 apps
DOWNLOADED
from the App
Store
571 websites
are created
3,600 photos
are shared
on Instagram
Social Media Facts

16. Earned Media
& Paid Media
&
Social
Media
Platforms
Content Marketing Calendars:
Pinterest, Google+, Facebook,
Twitter, LinkedIn, Instagram,
YouTube
Strategies
Social Media Sweepstakes,
Optimize Social Channels,
Identify Industry Influencers,
Socialize Website, Social
Engagement
Social Setup
Community Development
Foundational
Continuous
Social Media Overview

17. PPC
Pre-Click
CTR
Ad Copy
Ad
Extension
Position Bid Price
Keyword
Selection
Match Types
Post-Click
Landing
Page
Relevancy A/B Testing
Load Time
Policy
Foundational
Continuous
Search Engine Marketing (PPC) Overview

18. Display
Specific
Targeting
Demographic
Geo-Targeted
Behavioral
B2B
Premium
Contextual
Retargeted
Publisher
Search
Display Advertising Overview

19. Content Marketing

20. Link Baitable Content
Promotion with the aid of Social Media
Earned Media with Content Marketing
Natural High Quality Links = Biggest Impact on Rankings
Links from Key Influencers = Biggest Impact on Traffic and Conversions
TEXT
Content
Blogging Strategy
Trust Bait
Press Releases
Matte Releases
Infographic Creation
Award &
Recognitions
Badges
VISUAL
Content
Video Strategy
AUDIO
Content

21. Content Marketing Links
Goal
Featured on
popular sites
within your
vertical
Gaining
powerful,
authoritative
links
Be a thought
leader in you
industry

22. RESEARCH
CONTENT
CREATION
INFLUENCER
RESEARCH
PROMOTION
MEASUREMENT
DISCOVERY,
SET-UP,
GOAL
SETTING
Content Marketing Process

23. Content Marketing Calendars

24. Content Marketing Calendars
Months January February March April May
Static
X
Satirical Branded
Meme, 1 IG (Vegas v
Vegas)
Satirical Branded
Meme
Satirical Branded
Meme
Satirical B
Meme, Op
content -
AMA) Re-s
Motion 1 IG (Packing - Fashion
Bloggers)
1 IG (Summ
Welcome)
Video
Animated Video
Mixologist Video
(+discounts and static
imagery of recipe
IRL
Business Quarters Q1: Budget $5000 Q2: Bud

25. Content Marketing Calendars
Months January February March April May
Static
X
Satirical Branded
Meme, 1 IG (Vegas v
Vegas)
Satirical Branded
Meme
Satirical Branded
Meme
Satirical B
Meme, Op
content -
AMA) Re-s
Motion 1 IG (Packing - Fashion
Bloggers)
1 IG (Summ
Welcome)
Video
Animated Video
Mixologist Video
(+discounts and static
imagery of recipe
IRL
Business Quarters Q1: Budget $5000 Q2: Bud
Business Quarters
Selling Cycles
Seasons
Holidays New Years
Valentine's Day,
President's Day
St. Patrick's Day
Events CES - Las Vegas Mobile Expo - Atla
Product Launches Tablet keyboard dock Mobile battery case
Deadlines
Video How-To Ser
Production Compl
by 4/30
Company Goals
Grow email marketing
list by 50%
Metrics Email subscriptions Email subscriptions Email subscriptions Email subscription
Site Traffic &
Conversion
Site Traffic &
Conversion
Site Traffic &
Conversion
Site Traffic &
Conversion
Notes Boston office opening
Q1: Budget $5000

26. Content
Topic
Q & A
Websites
News &
Media
Long-Tail
Traffic
Analysis
Google
Trends
Social
Media
Trends
Research

27. Remarkable
Content
In A Variety
Of Mediums.
Infographics & Infoguides
eBooks
Viral Content
Videos
Blogging
Kinetic Typography & Motion
Graphics
Press Release & Matte Release
Badge, Awards & Recognitions
Content Creation

28. Influencer Research
Identify bloggers,
journalist, reporters
in various niches.
Segment by
Geographic
Location
Content Topics
News Outlets
And More!

29. Rapport Building
w/ Influencers
Influencer Outreach
Social Bookmarking
Social Network Promotion
Press Release Distribution
Image Link Reclamation
Influencer
Follow-up
Launch
Post
Launch
Pre
Launch
Promotion

30. Traffic
Analysis
Link
Analysis
Behavior
Analysis
2
3
4
Social
Activity
5
Conversions
from Content
1
Measurement: Tools & Metrics

31. Infographic Examples

32. Visits:
13,911
# of Linking
Domains:
187
Tweets:
520
G+:
219
Facebook
Shares:
244
Infographic Case Study

33. Shares
Online:
363K
Facebook
Likes &
Shares:
47K
Tweets:
4K
High
Authority
Links:
120
Page
Views:
16K
Infographic Case Study

34. eBook Example
Content not about bowling.
But targets the right audience.

35. Reads:
9,243
Slide Presentation

36. Case Studies: Google Authorship
Campaign Goal:
Craft an infographic in
order to help explain
the importance and
complexity of Google
Authorship on IMI’s
blog

37. Campaign Results:
Behavior funnel- How people interact with your content and
what they do after viewing *proper tools/metrics
Case Studies: Google Authorship

38. Case Studies: TimeLife
Campaign Goal:
To implement a
content marketing and
blogger outreach
strategy to increase
conversions on
product landing pages.

39. Case Studies: TimeLife
Campaign Results:
Developed key relationships
The top 30 referrers were from
blogger and social sites
8% conversions from blog
click-throughs
Improved link profile & SEO
Increase in positive product
reviews
Dramatic increase in sales

40. Case Studies: AMC Campaign Goal:
Use an infographic
and motion graphic
strategy to promote
ticket sales at AMC
Theatres nationwide.

41. Case Studies: AMC
Campaign Results:
Thousands of new pageviews and
impressions
Over 50,000 views on YouTube
Acknowledged by top movie review
blogs and major publications like
Forbes.com, sites with high Domain
Authority and Page Ranks
Hundreds of new links
Thousands of dollars in ticket sales
for AMC Theatres so far

42. Case Studies: Pens.com
Campaign Goal:
To increase pageviews,
traffic, and inbound links to
improve organic rankings
and conversions.

43. Case Studies: Pens.com
Campaign Results:
Acknowledged by top blog sites
many with Domain Authorities
over 90 and Page Ranks
between 8 and 10
Increased Pageviews by 38,116
Avg. time on page of 5 min
Ranked #1 on Visual.ly
Hundreds of thousands of social
shares
Drastic improvement in SEO due
to many new high quality
inbound links
Featured content on popular
sites like Buzzfeed.

44. Comprehensive Internet Marketing Case Study
Before and after results of improving their
internet marketing efforts.
Used linear programming to analyze where
to best spend marketing dollars
Linear programming was not part of the
campaign, but was one of my case studies
in Decision Science during my MBA course
at the University of Redlands
Sorry information on this separate
presentation is not shared online. Since I
was not able to ask permission from the
client to use the information, but I did show
during the conference how linear
programming can be used for decision
analysis and used together with multi-
attribution technology gives you better
insights where to spend your online
marketing dollars. If you have more
questions, please do not hesitate to
contact me.

45. Questions?
Thanks
Benj Arriola
Internet Marketing Inc.
www.internetmarketinginc.com