Scott Muggli from Warner Connect Discusses how small and medium sized organizations can most effectively use online tools to make the most of their marketing budgets.

1. Welcome to the Twin Cities
Business Advisory Group’s
Monthly Presentation.
Presentation #1 – 9/3/10

2. Internet Marketing…
1. Is harder than you think.
2. Will take longer than you think.
3. Requires more skill than you think.
4. Takes more money than you think.
5. Will not make you rich quick.
6. Requires a real business model.

3. Internet Marketing…
7. Will not allow you to work only 4
hours a week.
8. Full of Liars, Cheats, and people
who pretend they’re successful
when they’re not.
9. Requires technical skill, or at least
hiring someone who has some.
10. Works.

10. Your Website is the center
of your universe.

11. Usability is paramount.

12. Usability is paramount.
So is good content.

13. Deliver value.

14. Connect the tactics
together.

15. 1. Clean Information Architecture.
(easy to find what user is looking for)
2. Deliver expected results.
(when I click this, I know what I’ll get)
3. Provide Valuable Content.
(answer the question: “What’s in it for
me?”)

16. Organic vs. Paid

17. Programming best
practices.

18. Three Key Measures:
1. Links (valuable ones)
2. Content (+ keywords)
3. Tags

19. Use keywords carefully.
(Don’t Ruin Good Copy.)

20. Use Google Webmasters to
find gaps.

21. 1. Optimize Content for
Keywords.
2. Develop Link Strategy.
3. Get the Technical Basics
Done.

22. Google AdWords

23. Keywords & content
strategy.

24. Landing Pages

25. Ad Groups, ad copy &
targeting.

26. Analytics / Reporting

27. Social Media Advertising

28. Fine Tuning

29. 1. Target Keywords to Ad Copy and
Audience.
2. Create a compelling landing/conversion
page.
3. Use negative keywords to reduce costs.

31. Two way communications.

32. How to drive participation.

33. Deliver valuable links and
information.

34. Don’t fear your competitors.

35. Offer something special.

36. 1. Know what you are
talking about.

37. 2. Always be transparent.
When you are communicating in social
media say who you are and who you
work for. Be genuine and be real.

38. 3. Post frequently.
It’s a lot of work but don’t post to your
blog then leave it for two weeks.
Readers won’t have a reason to follow
you on Twitter or check your blog if
they can’t expect new content regularly

39. 4. Be yourself.
Readers can see through marketing
talk. Be passionate about what you do
and let that show through your
personality. Let people see you as a
person, not a mouthpiece.

40. 5. Add value.
Share tips, tricks, and insights. People’s
time is precious and they need to get
something out of the time they spend
with you. Make listening to you worth
their time.

41. 6. Respond.
Answer questions, thank people even if
it’s just a few words. Make it a two way
conversation.

42. 7. Listen to what others
have to say.
Appreciate suggestions and feedback,
it will make what you do even better.

43. 8. Learn from your mistakes.
Don’t be afraid to say you were wrong
and be quick to make changes when
you are.

44. 9. Be external.
You don’t have to be 100% internally
focused. Link to other blogs, videos,
and news articles. Re-tweet what others
have to say.

45. 10. Have fun.
If you don’t like what you are doing,
others will notice it and won’t enjoy
interacting with you.

46. 1. Know what you are 6. Respond.
talking about.
7. Listen to what
2. Always be others have to say.
transparent.
8. Learn from your
3. Be Yourself. mistakes.
4. Post Frequently. 9. Be external.
5. Add Value. 10. Have Fun.

48. Very high ROI.

49. Anticipated, relevant,
consistent.

50. The importance of
segmentation.

51. Can-Spam Act
You can… But should you?

52. Email service providers.
(ESP’s)

53. Bottom line –
Would you want this email?

54. 1. Segment your audience & tailor the
content.
2. Offer incredible value to subscribers.
3. Create content worth forwarding.

56. Have a “content strategy”.

57. Be prolific.
(yes, it’s hard work)

58. Re-purpose good content
on other channels.

59. Avoid “marketing-speak”
and shameless self-
promotion.

60. Provide “share/like”
opportunities.

61. Be “Link-Worthy”.

62. 1. Write about what matters to readers.
2. Ask for participation – don’t be shy.
3. Post often, or at least consistently.

64. Website Analytics

65. Email Analytics

66. Advertising Analytics

67. The metric that matters.
Conversion.

68. Data is useless without
good interpretation.

69. Use good data to update
campaigns.

70. 1. Use what you’ve learned.
2. Try A/B testing for small changes.
3. Make it a habit – review weekly or
monthly.

71. Facebook, with 500 million users, is predicted to take in $1.4 billion in
ad revenue this year.
There are 3.5 Billion pieces of content shared on Facebook each week
A negative customer review on YouTube, Twitter or Facebook can
cost about 30 customers.
Americans spend nearly three hours per day on their mobile phones.
Twitter processes 50 million tweets per day, or 600 tweets per
second.
There are 87.8 billion Google searches performed each month.
An average of 247 billion email messages are sent every day, of those
81% are spam.
An average of 12.2 billion videos are viewed on YouTube each month.
More than 133,000,000 blogs have been indexed by Technorati since
2002.

72. Google Webmaster Tools Provides best practices and suggestions
Tools:
on how to best optimize your website for Google’s search engine:
www.google.com/webmasters
Google Analytics Provides website usage statistics for free:
Analytics:
www.google.com/analytics
Website Usability (this site is for purists): www.useit.com
Multiple Topics (subscribe per your interest):
www.mediapost.com/publications
Local Group / Events (Minnesota Interactive Marketing Assoc.):
www.mima.org
Recommended Reading “Content Strategy for the Web” (Kristina
Reading,
Halvorson): www.contentstrategy.com
More Reading (a classic, but still relevant), “Permission Marketing”
(Seth Godin): www.sethgodin.com

73. Contact:
Scott Muggli
Director of Internet Marketing
Warner Connect
Tel: 763-235-9412
Email: smuggli@warnerconnect.com
Web: www.WarnerConnect.com
Twitter: @WarnerConnect.com