Internet Marketing Explained by Lucio Ribeiro and Jeff Richardson from www.theonlinecircle.com and www.internetmarketingacademy.com.au and their Melbourne session training.

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

2. Introduction
The Next Three 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

11. Why the Internet?
Immediacy

12. Why the Internet?
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 – Building an Asset

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

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

21. 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)

22. SEO – What is Search Engine Optimisation? Onsite SEO - Keywords
Google categorise pages in 3 levels
Navigational Kevin Costner
Informational Kevin Costner Biography
Transactional Kevin Costner DVD

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

24. 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 quot;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

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

26. 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

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

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

29. 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

30. 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

31. 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

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

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

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

35. 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 quot;frequent misspellings used to reach
this pagequot; that add little value for users

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

37. 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.

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

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

40. 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

41. 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.

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. Referring Keywords
5. Establishing a larger number of touch points
6. Conversion rate

43. Future of SEO
Search Engines more interactive

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

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

46. Websites – Site Structure and Content – Professional Design
Professional Design
Checklist:
• Accessibility
1 • Identity
• Navigation
• Content

47. Websites – Site Structure and Content – Website Optimiser
Website Optimiser

48. Websites – Site Structure and Content – Website Optimizer
Website Optimizer

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

50. Websites – Site Structure and Content – Professional Design

51. Websites – Site Structure and Content – Landing Page

52. Websites – Site Structure and Content – Landing Page

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

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

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

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

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

58. Websites – Advertising Online – Banner ads
Banner Ads and CPM

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

60. 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

61. 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

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

63. Websites – Advertising Online – Landing Pages
Landing Pages

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

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

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

67. Social Media – Is it commercially worthwhile?

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

69. Social Media – Influencing the Conversation

70. Social Media – Other applications
Applications you should be aware of

71. 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

72. Social Media – An integrated case study
FG Roberts – Manufacturer of Gluten Free Products
Blog –www.glutenfreehealth.net This is Social Media....
Online Articles
Dedicated YouTube channel
Guest writer to nr 1 content website

73. Internet Marketing – Underutilized Strategies
IMA 5
30 min
Internet Marketing Academy
De-mystifying Internet Marketing for business people.

74. Email Marketing

75. Marketing Oriented Options. Emails
Email Marketing
Good practice
1. Targeting.
2. Clear communication
3. Offer
4. Creative
5. Unique Landing Page
...and don’t forget piggy back emails

76. Marketing Oriented Options. Emails - test

77. Marketing Oriented Options. PR

78. Marketing Oriented Options. PR
Distribution

79. Marketing Oriented Options. Online Articles

80. Online Brand Management.

81. Marketing Oriented Options. Online Reputation
Digital Brand Management
1. Monitor.
• Be selective
2. Influence.
• Not always easy – eg. Wikipedia
3. Be Pro-Active
• Initiating is better than responding.

82. Viral Marketing.
http://www.youtube.com/watch?v=qg1ckCkm8YI

83. Marketing Oriented Options. Viral
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

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

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

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

87. Jeff Richardson
IMA
Internet Marketing Academy
De-mystifying Internet Marketing for business people.
Managing Director
(B) +61 3 9016 9530
(M) 0423 694 338
via Skype: onlinecircle
email: jeff@theonlinecircle.com
twitter.com/JeffR_Melb_AU
linkedin.com/in/theonlinecircle

88. Lucio Ribeiro
IMA
Internet Marketing Academy
De-mystifying Internet Marketing for business people.
Managing Director
(B) +61 3 9016 9530
(M) 0434 376 102
via Skype: lucio.dias.ribeiro
email: lucio@theonlinecircle.com
twitter.com/lucio_ribeiro
linkedin.com/in/luciodiasribeiro