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Matchbin Group Presentation 05.20.2011
- 1. Online Marketing“Come on, everyone is doing it…” Presented by Jason Smith
- 2. Today… Experience Educate Inspire Partner Let’s get started THANK YOU
- 4. 600+ Educational Videos about Internet
- 7. Who is using the Internet?
- 9. Combined make up 30% of usage
- 10. Are they all the same?Searchengineland.com May 11, 2011
- 11. Paid Results Organic Results Map (Google Places)
- 12. Monopoly Paid Results Organic Results Map (Google Places)
- 13. Paid Results Map Organic Results
- 14. Paid Results Map Organic Results
- 18. Big 3
- 19. Google AdWords
- 25. Landing Pages
- 27. Seasonal Items?
- 28. Specials vs. BrandingWinter A/C Summer Heating Water Heater
- 29. Track Your Results Geographical Data Conversion Bounce Rate Referrals
- 32. Generates highly qualified sales leads
- 33. Establishes your name and brand in the mind of the consumerQUALIFIED LEADS…..LOW COST!!!
- 36. Complete all 20 Fields
- 37. Always use the same formatting for Address & Phone #
- 38. Focused Content & Keywords
- 41. Google Facebook YouTube Yahoo! Blogger.com Baidu.com Wikipedia Windows Live Twitter Alexa.com May 2011
- 42. Wikipedia:
- 44. For every dollar spent on the Internet, 5 are spent offline on products and services that were influenced by online research - MIT Technology Review
- 45. ComScore states that 43% of Internet users are searching for local merchants when considering making a purchase
- 46. 91% of U.S. Internet users do comparison shopping and research online and of that group 51% explicitly characterize themselves as “shop online, purchase offline”http://www.webmaster9.com/2010-07/amazing-local-search-statistics-are-you-getting-your-fair-share.html
- 47. Monthly Local Searches: ComScore
- 48. How Search Works Source: http://www.youtube.com/watch?v=rAq7IdRR7CE
- 49. Search Engine Optimization (SEO) SEO is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results – Wikipedia This is all based on Keywords and Phrases
- 50. What makes SEO work? Credible Inbound Links Keywords & Phrases Functional Domain Name Page Content Website Traffic
- 52. High Return On Investment (ROI)
- 53. Inbound links are hard to get
- 54. Search is always evolvinghttp://www.emarketer.com/Article.aspx?R=1007131 http://www.toprankblog.com/2010/07/seo-tops-digital-marketing-2011/
- 56. Description Tags
- 57. Keyword TagsTitle Tag DescriptionTag
- 58. Domain Names Think like a computer – Include Keywords! Effective Domain Names www.InsuranceBoston.com www.FamilyLawyerDetroit.com www.PizzaBrentwood.com Ineffective Domain Names www.JohnMillerLLC.com www.EmeraldFrog.com www.FranksPlace.com
- 59. Traffic The more visitors you have to your website, the higher it ranks
- 61. Sufficient Quantity to show search engines your site is credible
- 62. Pictures and Videos show variety and credibility
- 65. All inbound links are not created equal
- 66. Some links are more valuable than others based on the PageRank of the website the link comes fromAre all links the same?
- 67. Directories Influence SEO The more your business shows up in online business directories, the more relevant your business is for Google, Yahoo, and Bing search
- 69. SOCIAL MEDIA… Blah! Blah! Blah!
- 71. 50% of active users log on every day
- 72. Average user has 130 friends
- 73. Average user is connected to 80 pages, groups and events
- 74. Average user creates 90 pieces of content each month
- 79. Tweets are text-based posts of up to 140 characters displayed on the user's profile page
- 80. Tweets are publicly visible by default
- 81. Users may subscribe to other users' tweets—this is known as following and subscribers are known as followers“GIVE YOUR CUSTOMERS THE BIRD!” "There's a List for That". blog.twitter.com. October 30, 2009. Retrieved February 1, 2010.[7]
- 83. 200 Million Registered Users
- 84. 58% Make over $60K
- 85. 38% are 35 or older
- 86. 31% of users follow a business
- 87. 7,800,000 + Business Recommendations per month
- 92. 21.4 million monthly unique U.S. visitors and 47.6 million globally - Quantcast
- 93. Over 100 million registered usershttp://en.wikipedia.org/wiki/LinkedIn May, 2011
- 95. Online Video Consumption in United States
- 96. Average of 14.8 hours watched per viewer in February 2011
- 97. Total U.S. viewing sessions exceeded 5.7 Billion in March 2011
- 98. 174 Million viewers of online video in U.S.But I don’t have a video Video’s with massive views create traffic! Do you have a YouTube Channel for your business??? http://www.comscore.com/Press_Events/Press_Releases/2011/4/comScore_Releases_March_2011_U.S._Online_Video_Rankings - Comscore.com April 2011
- 99. Will It Blend? Over 11 Million Views! http://www.youtube.com/watch?v=lAl28d6tbko
- 100. Viral Marketing Today’s Word of Mouth The goal is to create messages so funny or interesting they will voluntarily spread these communications with others
- 101. THE NEW ANDROID PHONE
- 102. Smartphones 15% Quarterly growth rate in Smartphone Usage Q1 2011 72.5 Million Smartphone Users in U.S. http://www.comscore.com/Press_Events/Press_Releases/2011/5/comScore_Reports_March_2011_U.S._Mobile_Subscriber_Market_Share
- 103. Smartphones ComScore TechCrunch 2011
- 107. Testimonials, Coupons, Video & Pictures
- 108. Think Long Term
- 109. Stay Involved
- 111. Cost effective
- 113. Ultimate Optimization Tool Personal Platinum Keyword Optimized Unlimited Video & Pictures Functional Domain Name Helps Optimize Existing Website Up to 7 Pages of Content Customer Testimonials Social Media Management Online Coupons Blogging Mobile Optimized Easy Updates & Changes
- 114. Mobile Ready! -Site to Text -Full blown interactive App ? Free to $30,000!
- 115. Social Media!
- 116. Tracking!
- 117. Other features!
- 118. Network links!
- 119. Multiple Channels to Your Business
- 120. Local Example
- 122. Helps Improve Ranking of existing site
- 124. Call Tracking
- 126. Complete Reporting
- 128. Call Tracking with playback option
- 129. Unique URL at no extra charge
- 130. Photo gallery, video and slideshow
- 131. Add social media links and RSS feed
- 132. Contact info, map & driving directions
- 134. Testimonials, reviews and ratings
- 135. Upload coupons, menus and product lists
- 136. Your direct link to our newspaper website’s business directory will turbo-boost your search engine rankings (spiders love us!)PLUS: Free business spotlight story in the Daily Press after 3 months’ paid advertising. ONLY $299 PER MONTH
- 138. Call Tracking with playback option
- 139. Unique URL at no extra charge
- 140. Photo, video and slideshow gallery
- 141. Add social media links and RSS feed
- 142. Contact info, map & driving directions
- 144. Testimonials, reviews and ratings
- 145. Upload coupons, menus and product lists
- 146. Your direct link to newspaper website’s business directory will turbo-boost your search engine rankings (spiders love us!)
- 147. $300 monthly Pay-Per-Click campaign$$Discounted PLUS: Free business spotlight story in the Daily Press after 3 months’ paid advertising. ONLY $499 PER MONTH Reg. $599 per month Min. 3-month agreement required to activate services. Requires $100 initial set-up fee.
- 149. Your direct link to newspaper website’s business directory will turbo-boost your search engine rankings (spiders love us!)
- 150. Your own 800 number that will redirect to your local number – includes call tracking with playback option.
- 151. $300 in monthly Pay-Per-Click advertising
- 152. 40,000 Banner Ads monthly on www.vvdailypress.com that will link back to your website.$$Free FREE business spotlight story in the Daily Press after 3 months’ paid advertising. ONLY $799 PER MONTH Reg. $999 per month Best Value $$Discounted
Hinweis der Redaktion
- Source: Searchengineland.comhttp://searchengineland.com/bing-hits-14-percent-google-and-yahoo-flat-comscore-76777?utm_source=feedburner&utm_medium=feed&utm_campaign=feed-mainMay 11, 2011
- Easy and powerful customizable reports. Create your own reports with drag and drop metrics like Visit and Bounce rate, dimensions such as City, and sub-dimensions like Source, Ad group or Keyword. Reports are tailored to your specifications; the tool is intuitive, so the learning curve is mild. Privileges such as deny, read-only, and Administrator, can be configured for all users.The Navigation Summary, located in the Content section, covers a lot of information. It yields details of page views such as how the user got there, where they went, and all the details of browsing behaviors in between.Emailed reports. Analytics can send activity reports, in one of five formats, to your inbox on a regular basis.Goals and Funnels are arguably difficult to set up, but keeping acute track of goals like newsletter subscriptions and sales allows you to see the big picture more clearly. A small army of data points make up the big picture, so you can see all the details at will. The first link in the reference section of this article leads to the Google Analytics support page for Goals and Funnels.Track downloaded documents and links. A tiny bit of JavaScript code added to a certain link can tell Google to track when someone clicks on it. This works no matter if the link is to an Excel document, external link or email address.Domain filtering is a guardian that should not be neglected. Pretend your Analytics code is also on a different site, mingling with irrelevant data. That specific domain can be filtered to no longer count the questionable site.Exporting to Excel is a nice time saver. There is no need to copy and paste data from Analytics to Excel files. Excel can open CSV files, a format that reports can export to.Filter out your static IP so Google does not include outbound employee traffic. Filtering out others who frequent your site, like an SEO company, is also good practice.In-house search statistics. This feature tells you what page users are on when they use your search box, and which page they selected from the results listing. Passing a search variable through the URL achieves this.The eCommerce feature can contribute significantly to site monitoring efforts. It tracks a swarm of changing metrics over time, allowing you to see which kind of post generates the most revenue per view, and the average income per page (or page group) visit.Geographical data. You can see how visitor count increases and decreases over time based on visitor geography. This can be helpful for narrowing how to remedy dwindling numbers in a certain demographic.A relatively new, and handy, feature of Google Analytics is the ability to not just view data within a specific date range, but to compare any date ranges.Absolute integration with AdWords. Google Analytics yields data on campaigns, groups and keywords. Each area shows costs, conversions, number of displays, clicks, and the result. It recalculates profit margin with each sale.What keywords were used to find me? Google Analytics answers this important question so you can tailor keywords and content to your audience more effectively.Viewing deeper into site referrals. The number of links is nice to know, but Analytics also tells you the quality of the traffic, which is at least as important as count.Being able to cater to browsers based on their capabilities. With the Goals and Funnels feature, Analytics matches page elements that visitors experience against your goal of how well different browsers should be able to experience your site. It also helps to know the speed of the connections that customers use; this allows you to fine tune your website even more.How many visitors become customers? The Visitor Loyalty feature separates unique visitors from those who return, and tells you when and how often returning customers visit.How do different kinds of visitors use your site? The Visitor Type Contribution tells you how many page views visitors initiate, how long they have been on your site, and how often they bounce, among other measurements.Look at traffic from other search engines with a search engine traffic report. Click Traffic Sources, then Search Engines. If you get significantly more hits from Yahoo or another search engine, focus your content and other SEO efforts on obtaining even more traffic from them.You can view exit pages as a function of time, noting any changes. This is another consideration with regards to SEO; altering or adding to the content with material that draws attention is a top priority.In the event the day comes when you have to pay ISPs a fee for the privilege of delivering content to the masses, Google Analytics keeps you up to date with a list of providers just in case.
- Sources:Amazing Local Search Statistics, Are You Getting Your Fair Share? – July 2010Further 52% report that they have regularly substituted the yellow pages with search engines http://www.webmaster9.com/2010-07/amazing-local-search-statistics-are-you-getting-your-fair-share.html
- Time: 3:45 (video length is 3:15, 20 seconds of explanation)Video explanation: This video was created by Google explaining how “search” on Google works. It really lays some of the groundwork for what we’ll be talking about moving forwardSource: http://www.youtube.com/watch?v=rAq7IdRR7CE
- Time: 1:00Key Points: Explain that SEO is essentially building and designing websites in a way that gets them recognized by the main search engines as the best, most relevant information for the keywords typed into the search. It is competitive and takes some work, but coming up high on the results page is not a result of paying Google, it comes from building the best site.Links to articles/studieshttp://www.toprankblog.com/2010/07/seo-tops-digital-marketing-2011/http://www.emarketer.com/Article.aspx?R=1007131
- Time: 1:00Key Points: Traditional SEO is expensive. Businesses will pay top dollar to SEO firms because they know by obtaining a top spot in search engines will result in new customers and new business. In fact it is considered the Online Marketing tactic with the highest return on investmentQuickly mention that we’ll let them in on a way to get SEO at a fraction of this price point later in the presentation.(I don’t want to get tripped up here at all, just convey that SEO isn’t cheap thus establishing a high price anchor in the mind of the advertiser when we talk about our pricing.)
- Time: 0:45Content must reflect the keywords. If we are going to use a keyword, it must be found in the site. The more info we can include the better, Pictures and Videos help engage the customer and are thus seen by the search engines as viable means of communicating information. Fresh and consistent content. I can’t tell you how many times I see businesses that build their website and think they are done. Sadly that isn’t the case. Search engines like it when you update this information regularly. It is signal that your site is better because you are providing current and relevant information to users.
- Time: 1:00Does that make sense? Take the paper for example. If CNN.com had a link from their site to (Local Newspaper.com), do you think search engines would think (Local Paper.com) had great information worth considering? Of course. Same thing with your websites. If you had a link to your website from the voice of the community, it will make your website look better in the eyes of the search engines.
- Time: 1:00Inbound links are also known as backlinks, but that term is a bit more confusing so we’ll stick with inbound links. A critical factor of making your website look good In the eyes of the search engines is to get other websites to provide a link to your page. It looks even better when this link is coming from a prominent website that gets a lot of traffic and is seen as great source of information on the Web. The easiest way to understand what an inbound link can do for you is to think of it as a testimonial
- Time: 0:45Key Points – How many of you have a Facebook page set up for your business?Facebook is the king of social media. If it were a country it would be the 3rd largest country in the world. Here are a couple statistics about how many users there are and what they do.More than 30 billion web links, news stories, blog posts, notes, photo albums, etc. are shared each month
- Time: 0:45Key Points – I think these demographics are actually quite interesting. Facebook isn’t just for high school and college kids. Animation click – 61% of users are age 26-65. I’m guessing that is also the demographic of your buyers. The point is your business needs to be on Facebook
- Time: 0:30Key Points – Briefly cover how many users and key in on the # of business recommendations per month and how many people follow a business to find out about the company’s news
- Time: 0:45Key Points – people absolutely love to consume video. I would recommend setting up a YouTube account for your business where you can post all your videos. It is also of great import to include video on your website. Not a lot of people will seek you out on YouTube unless you create an incredible creative video that goes viral, but you want people to be able to watch videos about your business when they find your site. It helps with conversion and credibility
- http://www.comscore.com/Press_Events/Press_Releases/2011/5/comScore_Reports_March_2011_U.S._Mobile_Subscriber_Market_Share
- Time: 0:20Key Point – People are pulling out their smartphones and looking for solutions to their needs because they can
- Time: 0:45Key Points – The majority of websites do not have a mobile version for people to use when accessing the site from a mobile device. This can be annoying for users. By having a mobile optimized version of you information, you’ll be able to give people what they are looking for in a much more user-friendly way
- Time: 2:00Key Points – Must get found – in really is important that you establish a web presence in a way that allows you to be easily found when someone is searching for your keywords. We’ve talked about several ways to do this tonight. I just want to stress people are looking for youStreamline Social Media – It isn’t going away so you’ve got to participate, but you can’t let it run your life. You need tools to streamline that approach. To save time you need to be able to manage your reputation across multiple sites in one place and also be able to post your content to several social media sites simultaneouslyBuying Content – What I mean by that it to put the information on your site that buyers want and need to make that purchase. Use content that converts such as Testimonials, coupons, videos, and picturesThink Long Term – This is a marathon not a sprint. The Internet isn’t going anywhere and you never know when someone will search you out. But if you try it for a week and don’t get a ton of leads, it isn’t indicative of what will likely occur over the long haulStay Involved – At a bare minimum you should stay on top of what your saying online. Business and markets evolve over time so you need to adapt. It isn’t something you can foget about. Granted it should take less time once you are established, but you should review what is on your website at least quarterly, preferably monthly.
- Time 1:00Key Points – As we’ve mentioned, the Paper can’t be successful unless the businesses in this market are successful. We really have a vested interest in this economy. Because of that we want to provide the best tools we can to local advertisers so we have developed our website to do just that.Talk a little bit about the traffic to the site and any site highlights, and as you wrap things up, introduce Matchbin by going to the next slide
- Time 1:45Key Points - The paper has partnered with Matchbin because it really is an industry leader in providing technologies to help media companies go online and provide digital solutions to advertisers in their market.Go over some of the stats about how many partners there areThe reason this is important is because Matchbin develops the technology for 100’s of papers throughout the country. You really are getting a lot of support. We are going to talk about one of those technologies briefly here in just a second, but it is important to you because you get local support here from the paper, but you are back with a national firm committed to staying on top of all the technological innovations in the marketplace
- Time 3:00Key Points – One thing the paper offers on a local level to help businesses become more visible online is what is called a Platinum Plus micro-site. This is a website designed with search engine optimization in mind. The information and the coding is put in the right place so search engines can easily index these sites. They include a functional domain name, and other features such as Unlimited pictures and video, testimonials, digital coupons, and blogging.
- Time: 2:00Key Points – Explain how the Fan Builder works, You can see how many followers you have on Facebook, Twitter, Foursquare, and LinkedIn. It allows you to monitor your reputation on all of those sites, and it also allows you to post new information to all those sites right from your Platinum Micro-siteIn addition, the Platinum Plus is a mobile optimized site so when somebody pulls it up on their phone, they will be able to view the info properly.
- Time: 0:45This really is about helping lots of people find your business by whichever way they prefer to seek you out.At this point we’ll go back to the Ad Director or the rep to wrap things up and set up appointments. After that occurs we’ll advance the slide and take some Q&A for those that want to stay.