InternetMarketingAcademy.com.au Presentation 19/06/2008 - Melbourne. Internet Marketing for business people.

1. IMA
Internet Marketing Academy
De-mystifying Internet Marketing for business people.

2. Introduction
The Next Four Hours
Internet Marketing Solutions to fit Business Goals
• Web sites
• Advertising online
• Social Media
• Underutilised Online Strategies

3. www.theonlinecircle.com

4. The Presenters

5. About Your Presenters.
The Presenters

6. About Your Presenters.

7. About Your Presenters.

8. About Your Presenters.

9. About Your Presenters.

10. Why the Internet?
Measurable
Measurable

11. Immediacy

12. Reach

13. Why the Internet?

14. SEO – What is Search Engine Optimisation?
IMA 1
20min
Internet Marketing Academy
De-mystifying Internet Marketing for business people.

15. SEO – What is Search Engine Optimisation?
Working with Search Engines
IMA How they work?

16. SEO – What is Search Engine Optimisation? Working with Search Engines
Crawling the Web
Indexing Documents
Processing Queries
Ranking Results
Remember – Search Engines index, process and present pages not sites.

17. SEO – What is Search Engine Optimisation? Working with Search Engines
Store

18. SEO – What is Search Engine Optimisation?
The Online Circle’s 4C’s of SEO
Credibility Competition
Clarity Currency

19. SEO – What is Search Engine Optimisation?
Onsite SEO and Offsite SEO

20. SEO – What is Search Engine Optimisation? Onsite SEO
Basic Onsite SEO Factors
• Contextual Keywords
• Title Tag ( with Keyword)
• Meta Description ( Consistent with Title Tag)
• URL’s
• Keyword Density in body text
• H1/h2/h3 Tags ( with Keyword)
• Graphic Alt Text ( with Keyword)
• Keyword Hyperlinks (anchor Texts)

21. Keywords Research: Buying Cycle
Google categorises pages in 3 levels and so should you.
Navigational Kevin Costner
Informational Kevin Costner Biography
Transactional Kevin Costner DVD

22. Keywords Research: Customer Vernacular

23. Keywords Research: Opportunities
•Long Tail
•Competition
•Future Trends

24. SEO – What is Search Engine Optimisation? Onsite SEO
Title Tags

25. SEO – What is Search Engine Optimisation? Onsite SEO
Title Tags
Good practice
Short unique and good sales pitch (70 characters - around 8 words)
• Accurately describe the page's content
• Avoid using default or vague titles like "Untitled”
• Avoid keyword stuffing
• Create unique title tags for every page on your site
• Avoid using a single title tag across all of your site's pages or a large group of pages

26. SEO – What is Search Engine Optimisation? Onsite SEO
Description Tags

27. SEO – What is Search Engine Optimisation? Onsite SEO
Description Tags
Good practice
Short unique and good sales argument (Google allows around 160 characters)
• Accurately describe the page's content
• For humans and for search engines
• Connected to the Title
• Use unique descriptions for each page

28. SEO – What is Search Engine Optimisation? Onsite SEO
URL’s

29. SEO – What is Search Engine Optimisation? Onsite SEO
URL’s

30. SEO – What is Search Engine Optimisation? Onsite SEO
URL’s
Good practice
• Words rather than numbers.
• Provide one version of a URL to reach a document redirect www or non-www
(canonical) to concentrate all reputation 301 Redirections

31. SEO – What is Search Engine Optimisation? Onsite SEO
Canonical Redirection
These URLs are all different:
• www.example.com
• example.com
• www.example.com/ http://example.com/
• example.com/ 301
• www.example.com/index.html or
• example.com/index.html http://www.example.com/
• www.example.com/Home.aspx
• example.com/Home.aspx

32. SEO – What is Search Engine Optimisation? Onsite SEO
Canonical Redirection - What do I do?
1) Don’t Panic
2) Get your 301 in place
3) It’s an easy thing to do but it’s technical

33. SEO – What is Search Engine Optimisation? Onsite SEO
Sitemaps

34. SEO – What is Search Engine Optimisation? Onsite SEO
Robots

35. SEO – What is Search Engine Optimisation? Onsite SEO
404 pages Examples

36. SEO – What is Search Engine Optimisation? Onsite SEO
Quality Content
Good practice
• Offer exclusive content.
• Create content primarily for your users, not search engines
• Create fresh, unique content
Don’t Do
• Duplicate Content.
• Stuffing
• Cloaking
• Having blocks of text like "frequent misspellings used to reach
this page" that add little value for users

37. SEO – What is Search Engine Optimisation? Onsite SEO
Anchor Text / Anchor Links

38. SEO – What is Search Engine Optimisation? Onsite SEO
Anchor Text / Anchor Links
Good practice
• Descriptive text
• Think about anchor text for internal links too
Read all about Internet Marketing.
Instead of
Read all about Internet Marketing Academy here.

39. SEO – What is Search Engine Optimisation? Offsite SEO
Basic Offsite SEO Factors
• Competition Analysis – CI
• Link Building

40. SEO – What is Search Engine Optimisation? Offsite SEO
Link Building
The Good
The Bad
The Ugly

41. SEO – What is Search Engine Optimisation? Offsite SEO
Building Links Strategies
• Blogging about new content or services
• Social Media
• Online PR
• Promotions
• Add your business to the local council or association
• Add your business to Google Maps / Google Local / Google Base
• Exchange IDEAS (not links) with your peers

42. SEO – What is Search Engine Optimisation? Management of efforts
ROI on SEO – Management of Efforts
1. Establish Your Benchmark Positioning (ranking)
1. Measure from time to time
2. Pages indexed
3. Monthly traffic stats
4. Unique vs. Returning
5. Referring Keywords (split – Brand / non-brand)
6. Establishing a larger number of touch points
7. Conversion rate (sign up / sales / subscriptions)

43. Future of SEO
Search Engines more interactive

44. SEO – What is Search Engine Optimisation?
Remember
• 4 C’s Optimisation
• SEO is not free (but it can deliver a high ROI)
• SEO is a tactic but it requires a strategy
• SEO is an asset - building it takes time
• SEO changes constantly (keep updated)
• No one can guarantee a #1 ranking on Google.

45. Websites – Site Structure and Content
IMA 2
25 min
Internet Marketing Academy
De-mystifying Internet Marketing for business people.

46. Websites – Site Structure and Content
Beautiful site?
Functional site?

47. Professional Design
Checklist:
• Accessibility
1
• Identity
• Navigation
• Content

48. Website Optimiser

49. Website Optimizer

50. Websites – Site Structure and Content – Using analytics to improve your site

51. Websites – Site Structure and Content – Professional Design

52. Websites – Site Structure and Content – Using analytics to improve your site

53. Websites – Site Structure and Content – Using analytics to improve your site

54. Websites – Site Structure and Content – Landing Page

55. Websites – Site Structure and Content – Landing Page

56. Site Structure and Content – Videos and other tools
Product listing
Yahoo Tools
Live tools
Profile Hub
Images
Images
Maps and local Business

57. Websites – Advertising Online
IMA 3
30 min
Internet Marketing Academy
De-mystifying Internet Marketing for business people.

58. Websites – Advertising Online – Banner ads
Media Plan
- Objectives
- Target Market
- Where do they hang out?

59. Banner Ads and CPM

60. Websites – Advertising Online – PPC advertising
Pay per click (PPC or CPC)
PPC
PPC
SEO

61. Websites – Advertising Online – PPC advertising
Pay per click Advertising
Steps:
1) Decide Goals
2) Decide Targets – Location, age, gender
3) Create Ads based on goals and target
4) Choose Keywords that will trigger your ads
5) Narrow by match types – Broad match | “Exact Match” | [exact term]
6) Decide on negative keywords
7) Daily budget
8) $ Click amount
9) Review

62. Websites – Advertising Online – PPC advertising
Pay per click Advertising
Tips to boost :
1. Be careful with Broad Match
2. Be smart with your negative
3. Test different ads
4. Build separate campaigns for search and for contextual
5. Build a specific landing page
6. Build a relationship – free is the new currency

63. Websites – Advertising Online – Landing Pages
CPA-Affiliate
Performance based online advertising

64. Websites – Advertising Online – Landing Pages
Landing Pages

65. Social Media
IMA 4
45 min
Internet Marketing Academy
De-mystifying Internet Marketing for business people.

66. Social Media - Buzzzzzzz
What’s Social Media and buzz?

67. “Social media is like teen sex.
Everyone wants to Media and buzz?
What’s Social do it.
Nobody knows how.
When it’s finally done there is
surprise it’s not better.”
Avinash Kaushik - Analytics Evangelist, Google

68. Social Media - Buzzzzzzz
What’s Social Media and buzz?

69. Social Media – What to do? What is my investment? What is my need?
or
or

70. Social Media – What to do? What is my investment? What is my need?
Decision Making
Facebook Myspace
How many people 4.6m 1.9m
How long /month 3 hrs, 50 mins 55 mins
How often 14 + times month 5.6 + times a
month
Majority Age 25-34 12-17
Source: nielsen-online

71. Know your Audience

72. Social Media – Is it commercially worthwhile?

73. Social Media – Is it commercially worthwhile?
Social Media – Is Commercially Worth?
Companies are using social media for:
•Brand awareness
•Relationship with customers
•News generation
•Influence buy decisions
•Research
•Market Test
•Lowering Costs

74. Social Media - A Real Case
Companies are using social media for:
•Brand awareness
•Relationship with customers
•News generation
•Influence buy decisions
•Research
•Market Test
•Lowering Costs

75. Social Media – Is it commercially worthwhile?
• Define relevant success metrics that translate into a Biz
context.
Quantitative – sales, new leads, new subscribers
Qualitative – satisfaction, LCV/LTV, authority, interaction,
quality feedback, citations.
• Set campaign goals based on these metrics.
• Implement campaign, review metrics and goals.
Repeat.

76. Social Media – Is it commercially worthwhile?
Define your success metric
Number of people who filled in the “get more info” form
Number of influential people who tweet something about us
Number of influential blogs that linked to us
Number of repeating, unique visitors
Number of new customers / sales
Number of people who used a specific coupon that is associated with this
campaign
Number of minutes a day we are nice to customers
Number of features suggested by users that we actually implement
Number of people in a specific location / demographic who follow us on twitter
Number of new things we discovered about customers that we never knew before
Number of new products or new lines you can produce/sell based on information
Reduction in support cost
Quickly indentify an issue, or worse, a crisis

77. Social Media – An integrated case study
Social Media Matrix
Tactic / tool Metric Goal Client
•Social Sites • Number of X
positive amount of
•Vertical Forums
(ex. Brides)
Comments positive
conversations
•Restaurant •Number of about the
reviews conversations restaurant per
week
•Video and
Images sharing
•Number of
Reviews (+/-)

78. Social Media – An integrated case study
Budget Direct Car Insurance

79. Social Media – An integrated case study
Internet Marketing Integrated Strategies
Social Media SEO Online Advertising

80. Social Media – Influencing the Conversation

81. Don't define a tool and put it in a box.
A number of tools will help in a number of ways
Forum
s

82. Social Media – An integrated case study
FG Roberts – Manufacturer of Gluten Free Products
Goal: Sell more product
Strategic Objective: Build a Thought Leadership Position
Strategy
Step1) Build an online presence
Step2) Consolidate reputation
Step3) Convert Online reputation to commercial value

83. Social Media – An integrated case study
FG Roberts – Manufacturer of Gluten Free Products
Blog –www.glutenfreehealth.net
Online Articles
Dedicated YouTube channel
Guest writer to nr 1 content website
WOM + Advocates -> Commercial Benefit

84. Social Media – Influencing the Conversation

85. Social Media – Influencing the Conversation

86. Social Media – Selling – Revenue Generator
Dell Sells $3 Million via Twitter

87. Internet Marketing – Underutilised Strategies
IMA
Internet Marketing Academy
De-mystifying Internet Marketing for business people.

88. 7 KEY USES FOR EMAIL MARKETING
1. Use best practices and basic tests
2. Nurture leads
3. Resurrect dead leads
4. Boost user-generated content
5. Cut expenses, increase satisfaction, multiply sales
6. Sharpen autoresponding email strategy
7. Organise and rally grassroots teams

89. 9 Things to remember when implementing emails
1. Not all graphics will be seen.
2. Alt tag copy is an art.
3. Don’t let graphics depress response.
4. A Call to Action in the reading pane.
5. Use your subject lines, sender name and “From”

90. 9 Things to remember when implementing emails
6. Use pre-headers and snippet text wisely.
7. No web-like navigation with today’s mobile email.
8. Test with different email clients.
9. Find the best resources for email design and
implementation.

91. Marketing Oriented Options. Emails - test

92. Hoping to break through mailbox clutter?

93. Email Marketing

94. Widgets

95. Widgets

96. Marketing Oriented Options. PR

97. Distribution

98. Marketing Oriented Options. Online Articles

99. Online Brand Management.

100. Building and Protecting your brand
1. Create a Home Base
2. Grab Some Social Media accounts (TOC covers around
120 most important-including Google Profile)
3. Guest posts/articles
4. Multimedia content – Youtube/FlickR
5. Track and set up alerts

101. Marketing Oriented Options. Online Reputation
http://knowem.com/

102. Marketing Oriented Options. Online Reputation

103. Marketing Oriented Options. Online Reputation
1. Monitor.
Digital Brand Management
• Be selective
2. Influence.
• Not always easy – eg. Wikipedia
3. Be Pro-Active
• Initiating is better than responding.
It’s all about executing one strategy
not 100 tactics

104. Online Reputation
Some questions:
- Who owns your domains?
- Who has control over them?
- Do you have all details?
- Are you monitoring at each level?

105. ViralMarketing
Viral Marketing.
1. Meeting a business objective.
2. Must be of interest. It can be:
1. Funny.
2. Informative
3. Interesting
4. Unique
3. Getting it started
1. Influencers

106. Viral Marketing.
or
Will it Blend? Unboxing Mobile

107. Internet Marketing – Your Next Steps
IMA 6
Internet Marketing Academy
De-mystifying Internet Marketing for business people.

108. Q&A
Who wants to ask the second question?

109. IMA
Internet Marketing Academy
De-mystifying Internet Marketing for business people.
www . Internet Marketing Academy . com . au
www . The Online Circle . com
Jeff Richardson Lucio Ribeiro