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

Internet Marketing Explained - Internet Marketing Academy Australia

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

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Page 1: Internet Marketing Explained - Internet Marketing Academy Australia

IMAInternet Marketing Academy

De-mystifying Internet Marketing for business people.

Page 2: Internet Marketing Explained - Internet Marketing Academy Australia

Introduction

The Next Three Hours

• Web sites

• Advertising online

• Social Media

• Underutilised Online Strategies

Internet Marketing Solutions to fit Business Goals

Page 3: Internet Marketing Explained - Internet Marketing Academy Australia

www.theonlinecircle.com

Page 4: Internet Marketing Explained - Internet Marketing Academy Australia

The Presenters

Page 5: Internet Marketing Explained - Internet Marketing Academy Australia

About Your Presenters.

The Presenters

Page 6: Internet Marketing Explained - Internet Marketing Academy Australia

About Your Presenters.

Page 7: Internet Marketing Explained - Internet Marketing Academy Australia

About Your Presenters.

Page 8: Internet Marketing Explained - Internet Marketing Academy Australia

About Your Presenters.

Page 9: Internet Marketing Explained - Internet Marketing Academy Australia

About Your Presenters.

Page 10: Internet Marketing Explained - Internet Marketing Academy Australia

Why the Internet?

Measurable

Page 11: Internet Marketing Explained - Internet Marketing Academy Australia

Why the Internet?

Immediacy

Page 12: Internet Marketing Explained - Internet Marketing Academy Australia

Why the Internet?

Reach

Page 13: Internet Marketing Explained - Internet Marketing Academy Australia

Why the Internet?

Page 14: Internet Marketing Explained - Internet Marketing Academy Australia

IMAInternet Marketing Academy

De-mystifying Internet Marketing for business people.

SEO – What is Search Engine Optimisation?

120min

Page 15: Internet Marketing Explained - Internet Marketing Academy Australia

IMA

SEO – What is Search Engine Optimisation?

Working with Search Engines

How they work?

Page 16: Internet Marketing Explained - Internet Marketing Academy Australia

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.

Page 17: Internet Marketing Explained - Internet Marketing Academy Australia

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

Store

Page 18: Internet Marketing Explained - Internet Marketing Academy Australia

SEO – Building an Asset

Page 19: Internet Marketing Explained - Internet Marketing Academy Australia

SEO – What is Search Engine Optimisation?

The Online Circle’s 4C’s of SEO

Credibility

Clarity Currency

Competition

Page 20: Internet Marketing Explained - Internet Marketing Academy Australia

SEO – What is Search Engine Optimisation?

Onsite SEO and Offsite SEO

Page 21: Internet Marketing Explained - Internet Marketing Academy Australia

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)

Page 22: Internet Marketing Explained - Internet Marketing Academy Australia

SEO – What is Search Engine Optimisation? Onsite SEO - Keywords

Google categorise pages in 3 levels

Informational

Transactional

Kevin Costner Biography

Kevin Costner DVD

Navigational Kevin Costner

Page 23: Internet Marketing Explained - Internet Marketing Academy Australia

SEO – What is Search Engine Optimisation? Onsite SEO

Title Tags

Page 24: Internet Marketing Explained - Internet Marketing Academy Australia

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 "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

Page 25: Internet Marketing Explained - Internet Marketing Academy Australia

SEO – What is Search Engine Optimisation? Onsite SEO

Description Tags

Page 26: Internet Marketing Explained - Internet Marketing Academy Australia

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

Page 27: Internet Marketing Explained - Internet Marketing Academy Australia

SEO – What is Search Engine Optimisation? Onsite SEO

URL’s

Page 28: Internet Marketing Explained - Internet Marketing Academy Australia

SEO – What is Search Engine Optimisation? Onsite SEO

URL’s

Page 29: Internet Marketing Explained - Internet Marketing Academy Australia

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

Page 30: Internet Marketing Explained - Internet Marketing Academy Australia

SEO – What is Search Engine Optimisation? Onsite SEO

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

Page 31: Internet Marketing Explained - Internet Marketing Academy Australia

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

Page 32: Internet Marketing Explained - Internet Marketing Academy Australia

SEO – What is Search Engine Optimisation? Onsite SEO

Sitemaps

Page 33: Internet Marketing Explained - Internet Marketing Academy Australia

SEO – What is Search Engine Optimisation? Onsite SEO

Robots

Page 34: Internet Marketing Explained - Internet Marketing Academy Australia

SEO – What is Search Engine Optimisation? Onsite SEO

404 pages Examples

Page 35: Internet Marketing Explained - Internet Marketing Academy Australia

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 "frequent misspellings used to reach

this page" that add little value for users

Page 36: Internet Marketing Explained - Internet Marketing Academy Australia

SEO – What is Search Engine Optimisation? Onsite SEO

Anchor Text / Anchor Links

Page 37: Internet Marketing Explained - Internet Marketing Academy Australia

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.

Page 38: Internet Marketing Explained - Internet Marketing Academy Australia

SEO – What is Search Engine Optimisation? Offsite SEO

Basic Offsite SEO Factors

• Competition Analysis – CI

• Link Building

Page 39: Internet Marketing Explained - Internet Marketing Academy Australia

SEO – What is Search Engine Optimisation? Offsite SEO

Link Building

The Good

The Bad

The Ugly

Page 40: Internet Marketing Explained - Internet Marketing Academy Australia

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

Page 41: Internet Marketing Explained - Internet Marketing Academy Australia

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.

Page 42: Internet Marketing Explained - Internet Marketing Academy Australia

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

Page 44: Internet Marketing Explained - Internet Marketing Academy Australia

IMAInternet Marketing Academy

De-mystifying Internet Marketing for business people.

Websites – Site Structure and Content

225 min

Page 45: Internet Marketing Explained - Internet Marketing Academy Australia

Websites – Site Structure and Content

Beautiful site?

Functional site?

Page 46: Internet Marketing Explained - Internet Marketing Academy Australia

Websites – Site Structure and Content – Professional Design

Professional Design

Checklist:

• Accessibility

• Identity

• Navigation

• Content

1

Page 47: Internet Marketing Explained - Internet Marketing Academy Australia

Websites – Site Structure and Content – Website Optimiser

Website Optimiser

Page 48: Internet Marketing Explained - Internet Marketing Academy Australia

Websites – Site Structure and Content – Website Optimizer

Website Optimizer

Page 49: Internet Marketing Explained - Internet Marketing Academy Australia

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

Page 50: Internet Marketing Explained - Internet Marketing Academy Australia

Websites – Site Structure and Content – Professional Design

Page 51: Internet Marketing Explained - Internet Marketing Academy Australia

Websites – Site Structure and Content – Landing Page

Page 52: Internet Marketing Explained - Internet Marketing Academy Australia

Websites – Site Structure and Content – Landing Page

Page 53: Internet Marketing Explained - Internet Marketing Academy Australia

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

Page 54: Internet Marketing Explained - Internet Marketing Academy Australia

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

Page 55: Internet Marketing Explained - Internet Marketing Academy Australia

Websites – Site Structure and Content – Videos and other tools

Maps and local BusinessImages

Product listing

Yahoo Tools

Profile HubImages

Live tools

Page 56: Internet Marketing Explained - Internet Marketing Academy Australia

IMAInternet Marketing Academy

De-mystifying Internet Marketing for business people.

Websites – Advertising Online

330 min

Page 57: Internet Marketing Explained - Internet Marketing Academy Australia

Websites – Advertising Online – Banner ads

Media Plan

- Objectives

- Target Market

- Where do they hang out?

Page 58: Internet Marketing Explained - Internet Marketing Academy Australia

Websites – Advertising Online – Banner ads

Banner Ads and CPM

Page 59: Internet Marketing Explained - Internet Marketing Academy Australia

Websites – Advertising Online – PPC advertising

Pay per click (PPC or CPC)

PPC

PPC

SEO

Page 60: Internet Marketing Explained - Internet Marketing Academy Australia

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

Page 61: Internet Marketing Explained - Internet Marketing Academy Australia

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

Page 62: Internet Marketing Explained - Internet Marketing Academy Australia

Websites – Advertising Online – Landing Pages

CPA-Affiliate

Performance based online advertising

Page 63: Internet Marketing Explained - Internet Marketing Academy Australia

Websites – Advertising Online – Landing Pages

Landing Pages

Page 64: Internet Marketing Explained - Internet Marketing Academy Australia

IMAInternet Marketing Academy

De-mystifying Internet Marketing for business people.

Social Media

445 min

Page 65: Internet Marketing Explained - Internet Marketing Academy Australia

Social Media - Buzzzzzzz

What’s Social Media and buzz?

Page 66: Internet Marketing Explained - Internet Marketing Academy Australia

Social Media - Buzzzzzzz

What’s Social Media and buzz?

Page 67: Internet Marketing Explained - Internet Marketing Academy Australia

Social Media – Is it commercially worthwhile?

Page 68: Internet Marketing Explained - Internet Marketing Academy Australia

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

Social Media – Is it commercially worthwhile?

Page 69: Internet Marketing Explained - Internet Marketing Academy Australia

Social Media – Influencing the Conversation

Page 70: Internet Marketing Explained - Internet Marketing Academy Australia

Social Media – Other applications

Applications you should be aware of

Page 71: Internet Marketing Explained - Internet Marketing Academy Australia

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

Page 72: Internet Marketing Explained - Internet Marketing Academy Australia

Social Media – An integrated case study

FG Roberts – Manufacturer of Gluten Free Products

Blog –www.glutenfreehealth.net

Online Articles

Dedicated YouTube channel

Guest writer to nr 1 content website

This is Social Media....

Page 73: Internet Marketing Explained - Internet Marketing Academy Australia

IMAInternet Marketing Academy

De-mystifying Internet Marketing for business people.

Internet Marketing – Underutilized Strategies

530 min

Page 74: Internet Marketing Explained - Internet Marketing Academy Australia

Email Marketing

Page 75: Internet Marketing Explained - Internet Marketing Academy Australia

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

Page 76: Internet Marketing Explained - Internet Marketing Academy Australia

Marketing Oriented Options. Emails - test

Page 77: Internet Marketing Explained - Internet Marketing Academy Australia

Marketing Oriented Options. PR

Page 78: Internet Marketing Explained - Internet Marketing Academy Australia

Marketing Oriented Options. PR

Distribution

Page 79: Internet Marketing Explained - Internet Marketing Academy Australia

Marketing Oriented Options. Online Articles

Page 80: Internet Marketing Explained - Internet Marketing Academy Australia

Online Brand Management.

Page 81: Internet Marketing Explained - Internet Marketing Academy Australia

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.

Page 82: Internet Marketing Explained - Internet Marketing Academy Australia

Viral Marketing.

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

Page 83: Internet Marketing Explained - Internet Marketing Academy Australia

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

Page 84: Internet Marketing Explained - Internet Marketing Academy Australia

IMAInternet Marketing Academy

De-mystifying Internet Marketing for business people.

Internet Marketing – Your Next Steps

65 min

Page 85: Internet Marketing Explained - Internet Marketing Academy Australia

Q&A

Who wants to ask the second question?

Page 86: Internet Marketing Explained - Internet Marketing Academy Australia

IMAInternet Marketing Academy

De-mystifying Internet Marketing for business people.

www . Internet Marketing Academy . com . au

Jeff Richardson Lucio Ribeiro

www . The Online Circle . com

www . marketingeasy. net

Page 87: Internet Marketing Explained - Internet Marketing Academy Australia

IMAInternet Marketing Academy

De-mystifying Internet Marketing for business people.

Jeff Richardson

Managing Director

(B) +61 3 9016 9530

(M) 0423 694 338

via Skype: onlinecircle

email: [email protected]/JeffR_Melb_AU

linkedin.com/in/theonlinecircle

Page 88: Internet Marketing Explained - Internet Marketing Academy Australia

IMAInternet Marketing Academy

De-mystifying Internet Marketing for business people.

Lucio Ribeiro

Managing Director

(B) +61 3 9016 9530

(M) 0434 376 102

via Skype: lucio.dias.ribeiro

email: [email protected]/lucio_ribeiro

linkedin.com/in/luciodiasribeiro