Internet Marketing Academy Melbourne

IMAInternet Marketing Academy

De-mystifying Internet Marketing for business people.

Introduction

The Next Four Hours

• Web sites

• Advertising online

• Social Media

• Underutilised Online Strategies

Internet Marketing Solutions to fit Business Goals

www.theonlinecircle.com

The Presenters

About Your Presenters.

The Presenters





Why the Internet?

Measurable

Measurable

Immediacy

Reach

Why the Internet?



SEO – What is Search Engine Optimisation?

120min

IMA


Working with Search Engines

How they work?

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.

SEO – What is Search Engine Optimisation? Working with Search Engines

Store


The Online Circle’s 4C’s of SEO

Credibility

Clarity Currency

Competition


Onsite SEO and Offsite SEO

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)

Google categorises pages in 3 levels and so should you.

Informational

Transactional

Kevin Costner Biography

Kevin Costner DVD

Navigational Kevin Costner

Keywords Research: Buying Cycle

Keywords Research: Customer Vernacular

Keywords Research: Opportunities

•Long Tail

•Competition

•Future Trends


Title Tags


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 "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


Description Tags


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


URL’s


URL’s


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


Canonical Redirection

These URLs are all different:

• www.example.com• example.com• www.example.com/• example.com/• www.example.com/index.html• example.com/index.html• www.example.com/Home.aspx• example.com/Home.aspx

http://www.example.com/

http://example.com/301 or


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


Sitemaps


Robots


404 pages Examples


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 "frequent misspellings used to reach

this page" that add little value for users


Anchor Text / Anchor Links


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.

http://www.internetmarketingacademy.com.au/

http://www.internetmarketingacademy.com.au/

SEO – What is Search Engine Optimisation? Offsite SEO

Basic Offsite SEO Factors

• Competition Analysis – CI

• Link Building


Link Building

The Good

The Bad

The Ugly


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

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. Unique vs. Returning

5. Referring Keywords (split – Brand / non-brand)

6. Establishing a larger number of touch points

7. Conversion rate (sign up / sales / subscriptions)

Future of SEO

Search Engines more interactive

http://www.google.com.au/search?hl=en&q=internet+marketing+academy&btnG=Search&meta=&sourceid=gd&wxob=0


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.

http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35291

http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35291



Websites – Site Structure and Content

225 min

Websites – Site Structure and Content

Beautiful site?

Functional site?

Professional Design

Checklist:

• Accessibility

• Identity

• Navigation

• Content

1

Website Optimiser

Website Optimizer

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

Websites – Site Structure and Content – Professional Design



Websites – Site Structure and Content – Landing Page

Websites – Site Structure and Content – Landing Page

Site Structure and Content – Videos and other tools

Maps and local BusinessImages

Product listing

Yahoo Tools

Profile HubImages

Live tools



Websites – Advertising Online

330 min

Websites – Advertising Online – Banner ads

Media Plan

- Objectives

- Target Market

- Where do they hang out?

Banner Ads and CPM

Websites – Advertising Online – PPC advertising

Pay per click (PPC or CPC)

PPC

PPC

SEO


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


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

Websites – Advertising Online – Landing Pages

CPA-Affiliate

Performance based online advertising

Websites – Advertising Online – Landing Pages

Landing Pages



Social Media

445 min

Social Media - Buzzzzzzz

What’s Social Media and buzz?


“Social media is like teen sex.

Everyone wants to do it.

Nobody knows how.

When it’s finally done there is

surprise it’s not better.”Avinash Kaushik - Analytics Evangelist, Google

Social Media - Buzzzzzzz


Social Media – What to do? What is my investment? What is my need?

or

or

Social Media – What to do? What is my investment? What is my need?

Facebook Myspace

How many people 4.6m 1.9m

How long /month 3 hrs, 50 mins 55 mins

How often 14 + times month 5.6 + times a

month

Majority Age 25-34 12-17

Source: nielsen-online

Decision Making

Know your Audience

Social Media – Is it commercially worthwhile?

Social Media – Is Commercially Worth?

Companies are using social media for:

•Brand awareness•Relationship with customers•News generation•Influence buy decisions•Research•Market Test•Lowering Costs


Companies are using social media for:

•Brand awareness•Relationship with customers•News generation•Influence buy decisions•Research•Market Test•Lowering Costs

Social Media - A Real Case


• Define relevant success metrics that translate into a Biz

context.

Quantitative – sales, new leads, new subscribers

Qualitative – satisfaction, LCV/LTV, authority, interaction,

quality feedback, citations.

• Set campaign goals based on these metrics.

• Implement campaign, review metrics and goals.

Repeat.


Define your success metricNumber of people who filled in the “get more info” form

Number of influential people who tweet something about us

Number of influential blogs that linked to us

Number of repeating, unique visitors

Number of new customers / sales

Number of people who used a specific coupon that is associated with this

campaign

Number of minutes a day we are nice to customers

Number of features suggested by users that we actually implement

Number of people in a specific location / demographic who follow us on twitter

Number of new things we discovered about customers that we never knew before

Number of new products or new lines you can produce/sell based on information

Reduction in support cost

Quickly indentify an issue, or worse, a crisis

http://marketingeasy.net/wow-great-relationship-marketing/2009-06-14/

Social Media – An integrated case study

Social Media Matrix

Tactic / tool Metric Goal Client

•Social Sites

•Vertical Forums

(ex. Brides)

•Restaurant

reviews

•Video and

Images sharing

• Number of

positive

Comments

•Number of

conversations

•Number of

Reviews (+/-)

X

amount of

positive

conversations

about the

restaurant per

week


Budget Direct Car Insurance

http://www.google.com.au/search?q=budget+direct&hl=en&sa=G&tbo=1&ei=uvI1SvetNYLssQOMtfiqDg&oi=tb_status_msg&ct=disable-link


Social Media SEO Online Advertising

Internet Marketing Integrated Strategies

Social Media – Influencing the Conversation

Forum

s

Don't define a tool and put it in a box.

A number of tools will help in a number of ways


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


FG Roberts – Manufacturer of Gluten Free Products

Blog –www.glutenfreehealth.net

Online Articles

Dedicated YouTube channel

Guest writer to nr 1 content website

WOM + Advocates -> Commercial Benefit



Social Media – Selling – Revenue Generator

Dell Sells $3 Million via Twitter



Internet Marketing – Underutilised Strategies

7 KEY USES FOR EMAIL MARKETING

1. Use best practices and basic tests

2. Nurture leads

3. Resurrect dead leads

4. Boost user-generated content

5. Cut expenses, increase satisfaction, multiply sales

6. Sharpen autoresponding email strategy

7. Organise and rally grassroots teams

9 Things to remember when implementing emails

1. Not all graphics will be seen.

2. Alt tag copy is an art.

3. Don’t let graphics depress response.

4. A Call to Action in the reading pane.

5. Use your subject lines, sender name and “From”

9 Things to remember when implementing emails

6. Use pre-headers and snippet text wisely.

7. No web-like navigation with today’s mobile email.

8. Test with different email clients.

9. Find the best resources for email design and

implementation.

Marketing Oriented Options. Emails - test

Hoping to break through mailbox clutter?

Email Marketing

Widgets

Widgets

Marketing Oriented Options. PR

Distribution

Marketing Oriented Options. Online Articles

Online Brand Management.

Building and Protecting your brand

1. Create a Home Base

2. Grab Some Social Media accounts (TOC covers around

120 most important-including Google Profile)

3. Guest posts/articles

4. Multimedia content – Youtube/FlickR

5. Track and set up alerts

Marketing Oriented Options. Online Reputation

http://knowem.com/



Digital Brand Management1.Monitor.

• Be selective

2. Influence.

• Not always easy – eg. Wikipedia

3.Be Pro-Active

• Initiating is better than responding.

It’s all about executing one strategy

not 100 tactics

Online Reputation

Some questions:

- Who owns your domains?

- Who has control over them?

- Do you have all details?

- Are you monitoring at each level?

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

Viral Marketing.

Viral Marketing.

Will it Blend? or Unboxing Mobile

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

http://www.youtube.com/watch?v=QQlzX7EyIwU



Internet Marketing – Your Next Steps

6

Q&A

Who wants to ask the second question?



www . Internet Marketing Academy . com . au

Jeff Richardson Lucio Ribeiro

www . The Online Circle . com