Covers the basics of internet marketing in 2015 for small businesses. Make a mobile-friendly website that converts visitors to your site into leads.

1. Internet Marketing
Basics
Matt McGivney
Owner, Antym LLC
Twitter: @mattmcgiv
This work is licensed under a Creative Commons Attribution 4.0 International License.

2. Intro
About me
● s/w engineer
● biz owner
● meetup host
Target audience
Disclaimer

3. Overview
● Purpose
● Definition
● My secret weapon
● Must-have 5 “pages”
● Getting to the #1 spot on Google
● Virality and social media
● Resources

4. Purpose
Learn basics of building a mobile-ready website
that gets more leads for your business

5. Internet marketing, defined
Internet marketing refers to a broad range of
techniques referring to web- and email-based
efforts to increase sales (1)

6. Secret Weapon: WordPress

7. What’s a WordPress?
WordPress is Content Management System
(CMS)…
For our purposes:
a CMS is a software tool for building and
maintaining your website without knowing how
to code

8. Why WordPress?
● Fast - themes and plugins allow you to build a website
in hours, not weeks
● Free - open source software is at the core of
WordPress.org
o extra credit: ask me about WordPress.com
● Easy - Edit your web pages using a simple interface
● Robust - used [tested] on over 23% of websites (2)
● Community - supported by thousands of volunteers as
well as many profitable companies

9. Must-have 5 “pages”

10. ! Before you do anything
● Use WordPress :)
● Think about the primary goal of your
website, and design every page around that
goal
● Ensure it’s mobile-friendly, aka “responsive”
● Good hosting
o Reliable, fast, and cheap (pick two)
● Install and monitor analytics

11. 5 must-have “pages”
1. Home
2. About
3. Products/Services
4. Contact - include Location if applicable
5. Blog
6. Bonus: Email newsletter sign-up

12. 5 Pages - Rationale
1. Home - the “front door” of your business, should feature your value
proposition front-and-center. DollarShaveClub.com
2. About - tell about your staff, your company’s vision in a relatable way
3. Products/Services -
a. Level One: showcase what you sell
b. Next-level: sell it directly to your customers through your site (e-
commerce)
4. Contact - how does someone get in touch?
5. Blog - build authority & credibility in your industry and improve search rank
6. Bonus: Email newsletter sign-up - email marketing has been shown (3)
to be 40x more effective than marketing through FB and
Twitter...combined

13. #1 in Google through SEO

14. Why Google?
Easy:
“Google holds a staggering 67.6% of the U.S.
search engine market share” (4)
Bing is next with around 18%

15. What is SEO?

16. Googling “life coach” yielded
the results on the right ->
Note that there are only 4(!)
organic results on the first
page, the rest are paid
advertisements
SEO is becoming increasingly
competitive!!

17. How to optimize
● [Quality] content is king - blog posts, how-
tos, infographics, research, whitepapers
● Keyword research and content strategy:
plan your content roughly around the terms
people are using to find you
● <meta> et. al.: a professional SEO’er would
definitely help but may not be necessary

18. Search ads
● Have revolutionized online advertising
● Provide highly qualified leads for your
products or services
● Why?
o Google shows your ads to people that are looking
for what you’re offering
● Pay-per-click + analytics allow for detailed
tracking of how effective your ad spend is

19. Search ads
● Examples…
o Your prospect searches “bookkeeping Laurel, MD”
o Ad for your bookkeeping company is shown
alongside Google’s organic search results
o If the prospect clicks on your ad, you’re charged for
the ad based on an auctioning process (see “How
Google’s Advertising Works” link in Resources)
o Max bid/budget

20. Virality and social media

21. Social Media Fundamentals
● Make your site’s content shareable. “AddThis”
● Don’t just shove your products/services into eyeballs!
o 80/20: 80% useful/interesting, 20% promotion
● Create content that feels “native” to the platform
● Have a presence on several different social networks,
but don’t get overwhelmed
● Pick a network that is a good fit for you and your
business, and stick with it

22. Social, IMHO (In My Humble Opinion)
● Facebook - leverage your personal network and
groups...be careful about “spam” or you’ll get blocked
(5)
● Twitter - use smart #hashtags and don’t be afraid to
retweet or interact with strangers
● Instagram and Pinterest - use if your product, service,
or content is visually stunning
● LinkedIn - if you’re in B2B sales, enterprise sales, or
recruiting/HR industry

23. Resources

24. Resources
Visit: antym.com/free
or scan this:
Receive: digital download of
the Resource List, and my “10-point website review”
checklist

25. References
1. Borrows from Webopedia’s definition of internet
marketing
2. WordPress used on over 23% of internet sites -
w3techs.com
3. Email marketing is more effective than social media -
McKinsey.com
4. Google search market share - comscore.com
5. Facebook’s community standards