PowerPoint Presentation
How to Survive the Internet Marketing Jungle
Purcellville Business Association
April 9, 2013
Internet Marketing: The Key Role of Your Website and SEO
Internet Marketing: How to Generate Leads with Content
Laura to start us off (slides 1-7)3
We get these questions a lot . . . What is internet marketing?
What is SEO? How does social media work? How does content bring in
leads?
How do I use the Internet to: Get foundConvert website visitors
into leads into customersGrow my business
You do it withAn Optimized WebsiteContent Useful and Relevant to
Your Audience
But start with your audienceDefine your audience of oneKnow what
he/she needsBe clear your product or service is what they need
Create an effective websiteWhat is good, better, bestWebsites
for humans & non-humansWeb & social media tag team
Kathi (slides 8-14)-No money in your budget? Consider using
Googles free tools. It wont be perfect, but its better than nothing
so thats good. Better would be a fully well thought out website
that provides the means for capturing customer information. It may
be static, but if you or a developer like myself changes the
content quarterly to freshen the information, then the search
engines will reindex the changes and that gives the site relevency.
Best is a website containing a content management system and feeds
from social media. It should be responsive to mobile and tablet
devices, meaning it will look nice and function very well no matter
what device is being used.-Laura has been discussing how to reach
your human audience, as well as writing for the search engines.
Keywords about your business are the primary means for getting your
website to appear prominently in a search. Images need to be
labeled with keywords, too. Dont upload 15 photos named photo1,
photo2, etc. It means absolutely nothing as a search term. Most
people overlook this, so use your business name and keywords within
the image title to give you an advantage. By the way, be careful
when borrowing images from other sites to use on your own. If it is
a licensed photo or graphic, you will be breaking the law by
borrowing it without permission.-Got a storefront? Claim your
business listings in the major search engines Google, Bing and
Yahoo. Youll be able to upload your logo, images, video. Also free,
but does require proof of business and a bit of your time.
8
Create an effective websiteGet the best you can affordCapture
customer informationDont forget the search enginesTie the website
to social media
-Have a website--no matter how basic. Get the best you can
afford and make sure you have plenty of information about what you
do and how to contact you on it.-Try to capture your potential
customers information through an online contact form, coupon offer,
etc -Write for the search engines, too, so the keywords about your
business are available for indexing. Dont forget images need to be
identified as well.-Have links on your website to your social media
sites and post on social media back to your website. It is part of
the concept of a spider web of information, so tie those strands
together.9
Social Media is Important!It is a conversationIt nurtures client
/ business relationshipsSearch engines love social media
Social media builds identity both personally and professionally.
They are the avenue for conversation and therefore a big part of
todays marketing approach. A website link to FB and Twitter via
blog; feeds into the website from FB, Twitter & LI (as part of
a desired strategy). Invite people to Like you website & FB
business page. Be patient setting up your business Facebook page,
etc. You can do it, if you take it a step at a time. Once
completed, give it time for your website and social media presence
to evolve. It takes months for online activity to collect in search
engines as relevant data. The more places you and your business are
mentioned with real information containing consistent and useful
keywords, the better the likelihood of getting listed well in the
search engines.
10
-This infographic is an example of an image I borrowed from
another site. They give their permission to use their graphics, as
long as you identify their company as the owner. So I have their
business name, Avalaunch, on the bottom here.-This is a great
visual of how some of the popular social media outlets are utilized
using cats as an example. Whether or not you like cats, it is cute
and eye catching as well as informative. Thus the basis of the name
Info Graphic. I encourage you to do a search on infographic
relating to your business or industry, and if you find something of
interest post or blog about it as a way to educate your
audience.-With regard to social media, pick
11
Examples of branded web & social media
Life Change, LLCwww.purposefocusedtherapy.com
Design and developed websiteImported existing blog (from
Wordpress.com) into website -
http://purposefocusedtherapy.com/blog/ Added an RSS feed so people
can subscribe to receive emails when the blog is updated, as well
as a subscription form in the website sidebar -
http://feeds.feedburner.com/PurposeFocusedTherapyDesigned and set
up Facebook and Twitter accounts, and linked to all social media
from the website - https://twitter.com/LifeChangeLLC ,
https://www.facebook.com/LifeChangeLLC Installed a blog feed app
into the Facebook business page -
https://www.facebook.com/LifeChangeLLC/app_9953271133 Not shown:
social media icons with links to FB, Twitter, etc. and feeds into
the website from Facebook.
13
American Capital PlanningWedlock-Divorce.com
Design and developed website wedlock-divorce.comRedesigned and
developed American Capital PlanningBranded the Facebook business
pages to match the websitesNot shown: social media icons with links
to FB, Twitter, etc.14
http://www.contentmarketinginstitute.com/wp-content/uploads/2012/02/CMI_CM_History_medium.jpg
The Furrow John Deere launches a customer magazine in 1895 and
now has a 1.5 million circulation in 40 countries and 12 different
languages.See its own website..links to Facebook, etc. Part of
Agricultural publishing operation. 15
Site/social media/video gallery
Audience of one. Education, enrichment, engagement,
entertainment. Storytelling in multiple media but all related to
content marketing strategy for corporate growth.16
More Traffic, Leads & Customers
There is a strategic process to using content even if it seems
like putting it out there. IId be happy to show you how it works
and could work for your business. Key elements are: On the
website.offer, landing page and call to action, lead, follow up
with other offers, email sequencing 3 5 8 11 days, promotion
through social media and blogging, analyzing results.improving,
repeating success.17
Keep at itKeep nurturing leads with social media, email &
offersKeep getting found with more and updated Optimized
Content
Any questions?
SEO? CMS? RSS?Blog? Email strategies?Facebook, LinkedIn,
Twitter, Pinterest, Google+Update/Content Frequency?Analytics?
Results?Statistics?
19
Internet Marketing: The Key Role of Your Website and SEO
Gallop Web Services provides:Website Design &
DevelopmentSocial Media Branding & Web IntegrationE-commerce
SolutionsSearch Engine Optimization (SEO) Web Applications &
Software DevelopmentIT SupportCustomer Training
Design website and social media brandingWebsite
DevelopmentE-commerceWebsite HostingSearch Engine Optimization
(SEO)Search Engine Marketing (SEM)Applications & Software
DevelopmentIT SupportSoftware training
21
Internet Marketing: How to Generate Leads with Content
Laura Longley Marketing provides:Internet Marketing and Content
ConsultingWebsite Content DevelopmentContent Creation: Articles,
eBooks, Guides, Blogs, VideoEmail MarketingContent Asset
Management
Design website and social media brandingWebsite
DevelopmentE-commerceWebsite HostingSearch Engine Optimization
(SEO)Search Engine Marketing (SEM)Applications & Software
DevelopmentIT SupportSoftware training
23
How to Survive the Internet Marketing Jungle
Purcellville Business Association
April 9, 2013
