A brief overview of the many aspects of an effective online marketing campaign. SEO and Social Media mixed with Traditional and Online Advertising will help any business excel.

1. 2012

2. 1. “What exactly is SEO?”
2. Why being #1 on Google isn’t everything
3. How the idea of “Social Media” isn’t new at all
4. Bringing traditional marketing online
5. Analyze data & adapt to change
6. A few SEO clichés… that are true!
7. Summary and Q&A

3. Hint : It’s not JUST Search Engine Optimization

4.  Process of optimizing website content and
usability for indexing, crawling and yes… users!
 Online advertising and promotion management
(Pay Per Click, Sponsorships, Newsletters, etc.)
 Social media engagement and management*
 Extension of traditional marketing*
 Growing website’s online footprint*

5.  Rewrite content for users AND search engines
 Optimize anchor text, image ALT text, META data
and a whole lot more
 Inner linking
 Page load speed
 Usability issues

6.  Variety of tools available
◦ PPC
◦ Link referrals
◦ Sponsorships
 Most popular, and effective tools :
◦ Google AdWords
◦ Facebook Ads
◦ Microsoft AdCenter

9. Don’t worry!

10.  Relevant, quality visitors are the priority
 What you do with visitors once you have them is
important (i.e. Goals, Call To Action, Conversions)
 Everything must be as user friendly and as
straight-forward as possible
Find Make
Enter site
Information Purchase

11. The original marketing technique

12.  Most effective way of communicating with
customers and sharing information
 Huge variety of tools available

13.  Users have the ability to share amongst friends,
family and coworkers with the click of a button.
“Word Of Mouth” always works very well, and it’s
easier online.
 The social media audience craves a constant flow
of information
 Opportunity to connect with customers on a
more relaxed, personal level

14. Bringing traditional marketing into the online space

15.  Inject measurement tools : Call Tracking, unique
Email address, QR Codes
 Integrate with Analytics packages to complement
online actions.

16.  Bringing print brochures and promotions online
will generate “free” website content
 Keeping marketing consistent will help visitors
keep focus and will guide them

17. Keeping up with the ever changing world of
online marketing

18.  Data tells a very rich story, but it needs to be
properly captured and stored
 Analytics can provide a limitless amount of
information
◦ Number of visitors (per hour, day, week, etc.)
◦ Visitor trends (where they are going, how long they are
spending on the site, or on which pages)
◦ Geographic regions (Which country, which state)
 Analyze data, use it to adjust to change
◦ Are users leaving in droves on a certain page?
◦ Are users not engaging with your Call To Action?
◦ Are users using one point of entry more than another?

19. Track & Analyze &
Monitor Research
Adapt &
Adjust

20.  “Slow and steady wins the race”
Effective, long term organic SEO performance can take time
 “Don’t mess with success”
Example : If an ad campaign is performing well, keep it up!
 “If at first you don’t succeed, try, try again”
Not every technique or tool works right away

21. 1. Optimize website
2. Advertise
3. Promote
4. Integrate, and align with traditional marketing
5. Track, Monitor, Analyze and Adapt if necessary
6. Realize a return on investment!