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Elements of a Successful Internet Marketing Strategy
Marketing to Brides Online
Chris Jaeger
People Always Ask Me..
• “What should I be doing Chris?"
People Always Ask Me..
• “What should I be doing Chris?"
• “Why isn’t this working better?”
People Always Ask Me..
• “What should I be doing Chris?"
• “Why isn’t this working better?”
• “Can you help me stop wasting money?”
People Always Ask Me..
• “What should I be doing Chris?"
• “Why isn’t this working better?”
• “Can you help me stop wasting money?”
• “Can you help me get more business?”
People Always Ask Me..
• “What should I be doing Chris?"
• “Why isn’t this working better?”
• “Can you help me stop wasting money?”
• “Can you help me get more business?”
• “My competition is killing me online, can you help?”
People Always Ask Me..
• “What should I be doing Chris?"
• “Why isn’t this working better?”
• “Can you help me stop wasting money?”
• “Can you help me get more business?”
• “My competition is killing me online, can you help?”
… and these common questions
Common Asked Questions
• “I get lots of hits but no inquiries, why?”
Common Asked Questions
• “I get lots of hits but no inquiries, why?”
• “Does Google Adwords work?”
Common Asked Questions
• “I get lots of hits but no inquiries, why?”
• “Does Google Adwords work?”
• “Why can’t I find my website at Google?”
Common Asked Questions
• “I get lots of hits but no inquiries, why?”
• “Does Google Adwords work?”
• “Why can’t I find my website at Google?”
• “How can I get more traffic?”
Common Asked Questions
• “I get lots of hits but no inquiries, why?”
• “Does Google Adwords work?”
• “Why can’t I find my website at Google?”
• “How can I get more traffic?”
• “How can I get more inquiries?”
Common Asked Questions
• “I get lots of hits but no inquiries, why?”
• “Does Google Adwords work?”
• “Why can’t I find my website at Google?”
• “How can I get more traffic?”
• “How can I get more inquiries?”
• “My webmaster takes care of that, right?”
Foundation for Online Success
• Know what you are doing or…
Foundation for Online Success
• Know what you are doing or…
• Hire someone who does
Foundation for Online Success
• Know what you are doing or…
• Hire someone who does
• Make them responsible for your success
Foundation for Online Success
• Know what you are doing or…
• Hire someone who does
• Make them responsible for your success
• Have a well-crafted Internet Marketing plan
Foundation for Online Success
• Know what you are doing or…
• Hire someone who does
• Make them responsible for your success
• Have a well-crafted Internet Marketing plan
• “Seat of the pants” leads to failure and…
Foundation for Online Success
• Know what you are doing or…
• Hire someone who does
• Make them responsible for your success
• Have a well-crafted Internet Marketing plan
• “Seat of the pants” leads to failure and…
• Wasted time and money
Foundation for Online Success
• Know what you are doing or…
• Hire someone who does
• Make them responsible for your success
• Have a well-crafted Internet Marketing plan
• “Seat of the pants” leads to failure and…
• Wasted time and money
• Loss of business to competitors
In Many Cases The Internet…
• Should be your best source of new business…
In Many Cases The Internet…
• Should be your best source of new business…
• After word-of-mouth
In Many Cases The Internet…
• Should be your best source of new business…
• After word-of-mouth
• Should be the most cost-effective sourceof new business
In Many Cases The Internet…
• Should be your best source of new business…
• After word-of-mouth
• Should be the most cost-effective sourceof new business
• Cost per new client lower than print, radio, directmail, and other traditional media
In Many Cases The Internet…
• Should be your best source of new business…
• After word-of-mouth
• Should be the most cost-effective sourceof new business
• Cost per new client lower than print, radio, directmail, and other traditional media
• Then why isn’t it?
Then Why Isn’t The InternetWorking For You?
• You don’t know what you are doing
Then Why Isn’t The InternetWorking For You?
• You don’t know what you are doing
• You are getting bad advice
Then Why Isn’t The InternetWorking For You?
• You don’t know what you are doing
• You are getting bad advice
• You need a better plan
Then Why Isn’t The InternetWorking For You?
• You don’t know what you are doing
• You are getting bad advice
• You need a better plan
• You need more effective management
Then Why Isn’t The InternetWorking For You?
• You don’t know what you are doing
• You are getting bad advice
• You need a better plan
• You need more effective management
• You need better execution
Then Why Isn’t The InternetWorking For You?
• You don’t know what you are doing• You are getting bad advice• You need a better plan• You need more effective management• You need better execution• You may need a new Webmaster
Lose Just One Sale a Week
• Lose just one sale a week
Lose Just One Sale a Week
• Lose just one sale a week
• Gross sale: $500
Lose Just One Sale a Week
• Lose just one sale a week
• Gross sale: $500
• Net profit before tax: $250
Lose Just One Sale a Week
• Lose just one sale a week
• Gross sale: $500
• Net profit before tax: $250
• After one month: $1000 loss of PROFITS
Lose Just One Sale a Week
• Lose just one sale a week
• Gross sale: $500
• Net profit before tax: $250
• After one month: $1000 loss of PROFITS
• After six months: $6,000 loss of PROFITS
Lose Just One Sale a Week
• Lose just one sale a week
• Gross sale: $500
• Net profit before tax: $250
• After one month: $1000 loss of PROFITS
• After six months: $6,000 loss of PROFITS
• After one year: $13,000 loss in PROFITS
Sorry if that sounds a bit dramatic, but….
That’s some BIG MONEY you’re le av ing on the
table …
12 Key Areas
• Planning and Execution
12 Key Areas
• Planning and Execution
• Management
12 Key Areas
• Planning and Execution
• Management
• Website Design
12 Key Areas
• Planning and Execution
• Management
• Website Design
• Search Optimization
12 Key Areas
• Planning and Execution
• Management
• Website Design
• Search Optimization
• Search Marketing
12 Key Areas
• Planning and Execution
• Management
• Website Design
• Search Optimization
• Search Marketing
• Traffic Building
12 Key Areas
• Planning and Execution
• Management
• Website Design
• Search Optimization
• Search Marketing
• Traffic Building
• Conversion Analysis
12 Key Areas
• Planning and Execution
• Management
• Website Design
• Search Optimization
• Search Marketing
• Traffic Building
• Conversion Analysis
• EMAIL Marketing
12 Key Areas
• Planning and Execution
• Management
• Website Design
• Search Optimization
• Search Marketing
• Traffic Building
• Conversion Analysis
• EMAIL Marketing
• Blogging
12 Key Areas
• Planning and Execution
• Management
• Website Design
• Search Optimization
• Search Marketing
• Traffic Building
• Conversion Analysis
• EMAIL Marketing
• Blogging
• Content Management
12 Key Areas
• Planning and Execution
• Management
• Website Design
• Search Optimization
• Search Marketing
• Traffic Building
• Conversion Analysis
• EMAIL Marketing
• Blogging
• Content Management
• Social Media Marketing
12 Key Areas
• Planning and Execution
• Management
• Website Design
• Search Optimization
• Search Marketing
• Traffic Building
• Conversion Analysis
• EMAIL Marketing
• Blogging
• Content Management
• Social Media Marketing
• Offline Marketing
Planning and Execution
• Is more than ever…
• You need a well-crafted plan
• “Seat-of-the-pants” just leads to failure…
• Wasted time and wasted money
• Know WHAT to do
• Know HOW to do it
• Know WHO is going to do it and when
Website Design
• Design for results• Not for “looks”• It’s all about one thing: conversion• Turning visitors into a desired form of action• Look, feel, “oh yes” moment• Intuitive navigation• Call-to-action• Search engine friendly
Search Engine Optimization
• Creating search engine “friendly” pages
• Creating relevancy
• Google rewards relevancy
• Keyword research and integration
• Inbound link building
• Authority, value, relevancy, freshness
• “Real-time” search IS HERE NOW !!!
Search Engine Marketing
• Pay-per-click
• Targeted traffic
• Pay-for-performance
• Google Adwords
• Yahoo! Search Marketing
• Conversion is critical…
• Or you will be wasting money
Traffic Building
• Every website needs traffic
• Quality traffic…
• Focus on quality traffic vs. quantity
• Traffic that is likely to convert…
• SEO, SEM, link building
• Offline advertising
• Your brand and yourwebsite.com everywhere!
Conversion Analysis
• You must evaluate your website’s performance
• Constantly: weekly, monthly (or daily!)• Google Analytics• Are your visitors doing what you think?• Are your visitors doing what you want?• 1000 visitors, 50 inquiries = 5% conversion• “Tweak” design, content, and call-to-action• Analyze, test, analyze, test, analyze, test…
EMAIL Marketing
• Is very cost-effective• Relatively low-cost• But… “not easy”• Avoid “spray and pray”• 1 – Build subscriber base• 2 – Deliver very valuable content• 3 – Be consistent• 4 – Analyze results, adjust accordingly
Blogging
• Blogging increases your online visibility
• Puts a “personality” behind a business
• Blog posts are as valuable as website pages…
• Maybe even more valuable
• Website = “E-brochure”
• Blog = “Dialog with new/existing customers
• Best Blogging Tool: Wordpress
Content Management
• Content is a company asset• People come to your website looking for it• When they don’t find it… • They look for it somewhere else (competition)• Fresh, well-written, informative, value• Unique value proposition, call-to-action…• Phone number and contact form• Don’t forget mobile content management
Social Media Marketing
• Huge and popular
• Go where your customers are
• Increase you online visibility
• Build your brand
• Get people talking about you 24/7
• Sometimes difficult to quantify results
• Real-time search… is here
Popular Social Media Sites
• You Tube
• Flickr
• Digg
• Ning
• Blogging (i.e. comments)
• StumbleUpon
• MySpace
• Del.ico.us
• WikiHow
• … hundreds more
Integration of Offline Marketing
• Offline marketing still very important
• Integration of offline into online strategy
• Leverage the value
• Newspaper ad must have website address
• Use direct mail postcards to draw high-quality website traffic
This Can All Be Overwhelming
Plus…. Don’t YouHave A Business To Run?
Need Help??
Let Me Show You What I’ve Done For Others…
Chris Jaeger
Results FocusedInternet Marketing StrategistWebsite Design ExpertiseSearch Engine Optimization ExpertConversion Analysis Expertise
Online inquiries: VERTIGOIMS.COMPhone: (866) 652-7791 x701
Thanks for watching!