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HOW INTERNET MARKETING HOW INTERNET MARKETING
CAN INCREASE YOUR SALES
Chris Appleton
WSI Internet Consultant
WHAT THIS PRESENTATION WILL COVER
• The Digitization of Business Today
• Local SEO Strategies Using Google Places
• Managing Your Brand Reputation Online
• Establishing Your Social Media Strategy
• The Mobile Generation
THE DIGITIZATION OF BUSINESSTHE DIGITIZATION OF BUSINESS
Digitization n., the transformation of data from offline Digitization n., the transformation of data from offline
(physical) to online (digital)(physical) to online (digital)-- Reach LocalReach Local
YOUR CUSTOMERS ARE BECOMING DIGITIZEDM
ed
ia C
on
sum
pti
on According to eMarketer
71.2% of Canadian
1-2 Years
from Now
10 Years Ago
Me
dia
Co
nsu
mp
tio
n
Today
71.2% of Canadian
adults consume media
via the Internet
LOCAL SEO STRATEGIES USING GOOGLE PLACES
LOCAL SEARCH IS ON THE RISE
According to Google:
One out of five searches on Google
15,000,000,000
One out of five searches on Google
are related to location.
OPTIMIZING DELIVERY OF LOCAL SEARCHES
LOCAL SEARCH RESULTS
Google Places Dominate Page One
Increase
visibility of
reviews
WHO DOES GOOGLE PLACES IMPACT?
Google Place Pages are viewed Google Place Pages are viewed
millions of times each day
SO WHAT DO YOU NEED TO DO?
• Get your listing claimed
• Have your profile completed 100% and ensure it appears correctly
www.google.com/placesforbusiness
100% and ensure it appears correctly
• Ensure same local phrases are on website as well
• Obtain local submissions from directories, social sites
• Consider Google Boost
WHAT A GOOGLE PLACES PAGE LOOKS LIKE
MANAGING YOUR ONLINE BRAND REPUTATION
Remember the old adage?
– Good tell one, bad tell 10!
– Online multiply the impact x ‘000s
YOU NEED TO LISTEN AND TAKE ACTION
WHY ONLINE BRAND REPUTATION IS IMPORTANT
IT TAKES JUST ONE BAD REVIEW…
HOW TO GET POSITIVE REVIEWS
Step #1
Determine which sites are important sites for are important sites for your customers to write reviews on
Step #2
• Ask for It: As simple as this sounds - it works.
People will give you reviews if you ask. So ask
on your website, business cards, brochures,
HOW TO GET POSITIVE REVIEWS
on your website, business cards, brochures,
invoices, email signature etc.
Step #3
• Give a little get a little: Offer an incentive for
your customers to post a positive review
HOW TO GET POSTIVE REVIEWS
your customers to post a positive review
(example: Tell us how we did and receive 10%
off your next service call)
PROACTIVELY LISTEN TO WHAT IS BEING SAID
Both + and – feedback will occur
If you listen you can turn any comments into +
DON’T BE AFRAID TO RESPOND
If you listen you can turn any comments into +
• Immediate appropriate conversations
• Strategic change communicated too!
Analyse and strategize:
WHAT TO DO WHEN A CRISIS ARISES
Review thoroughly
Think objectively
Respond Don’t be Respond quickly
Don’t be defensive
Offer a solution
Communicate change
SOCIAL MEDIA – DO YOU REALLY NEED IT?
If you answer YES to
any one of these
questions – WE can
help!• Need help in building a social
strategy/policy for your business?
• Want to build your brand using
social?
• Need to train employees/staff on
how to use social media effectively?
• Need to monitor your brand
reputation online?
• Want to improve your SEO traffic?
TYPES OF SOCIAL MEDIA
•Facebook•Facebook
Social Bookmarking Sites •Wikipedia•Wikipedia
Video/Photo/Music Sharing Sites •Blogger•Blogger
•Google+
•Google+
Social Networking Sites
•Digg
•Technorati
•Stumbleupon
•Del.icio.us
•Digg
•Technorati
•Stumbleupon
•Del.icio.us
•Scribd
•Squidoo
•Gather
•Scribd
•Squidoo
•Gather
Content Sharing Sites
•YouTube
•Flickr
•Photobucket
•Metacafe
•Last.fm
•YouTube
•Flickr
•Photobucket
•Metacafe
•Last.fm
•Wordpress
•Moveable Type
•Yahoo 360!
•MSN Spaces
•Wordpress
•Moveable Type
•Yahoo 360!
•MSN Spaces
Blogging Sites
Facebook Pages
• There are more than 1.5 million local
businesses that have active pages on
Facebook.
FACEBOOK DEMOGRAPHICS
Fastest
Growing
Demographics:
25 – 54
Demographics:
Females 55+
years
Almost 70%
1. Create A Page:
www.facebook.com/pages/create.php
2. Input information, contact details, pictures,
videos
HOW TO CREATE A FACEBOOK PAGE
3. Invite Friends, Customers, Clients
4. Create a Vanity URL:
www.facebook.com/YourBusinessName
To Do This Visit:
www.facebook.com/username
1. Protects your brands
2. Helps with SEO
WHY
3. Allows you to communicate with
customers
VIDEO OPTIMIZATION
On average you can have your video on page video on page one of Google
within 5-7 days!
THE SECRET SAUCE
The Results Are REAL
How Does The Page Rank
UNDERSTANDING WHY
Page Rank
So Fast?
GOOGLE – THE HUNGRY MONSTER
FACEBOOK IS THE PARTY!
Why Does The Page Rank
UNDERSTANDING WHY
Page Rank
So High?
Google Algorithm
Title TagDescription
TagKeywords
TagURL
First Internal H1 TagBody Tag
First Sentence
Internal Links
Incoming Links
Alt TagBold / Strong
H2/H3 Tags
Facebook.com
6.67 Billion Pages
Page Rank 9Page Rank 9
Incoming Links: 5 Billion
Domain Age: 1998
• Thumbnail Image• Profile Image
• Thumbnail Image
• 111 x 74 pix
• Customize the
image and text
• 180 x 180 pix
• Cover Photo
• 851 x 315 pix
• Restrictions
UNDERSTANDING MOBILEM
OB
ILE WEBSITES
MO
BIL
E OPTIMIZATION
MO
BIL
E
MO
BIL
E
Internet Reach: Internet Reach:
1.7 Billion
Mobile Reach: Mobile Reach:
4.8 Billion
There are almost 5
times more mobile times more mobile
devices than there
are computers
Mobile Marketing is where Social Media is where Social Media
was 4 Years Ago, and
SEO in 2000
Why A Mobile Site?
MOBILE WEBSITES
GOOGLE MOBILE
It is predicted that
there will be more searches done on searches done on Google Mobile than on PC by the end
of next year
Google announced
that 35% of all
searches
GOOGLE MOBILE
searches done on their system are from
mobile devices
DESKTOP vs MOBILE SITE
• Zoom
• Pinch
• Squeeze
FAT FINGERITIS
• Squeeze
• Turn
• Flip
WHY MOBILE SITE + OPTIMIZATION
• Google indexes mobile sites SEPERATELY
• Results are different on Google Mobile
• More and more users are searching on
mobile devicesmobile devices
• Companies with mobile sites are given
preference in rankings over non mobile
sites!
• Less than 1% of all websites are mobile
friendly
Keyword Local Monthly Searches (Canada) Mobile Searches
heating and air conditioning toronto 1300 46
hvac toronto 3600 260
air conditioning toronto 8100 590
furnace repair toronto 880 73
ductless air conditioning toronto 210 < 10
toronto furnace 4400 320
KEYWORD RESEARCH
american standard air conditioning 590 36
air conditioning contractors 2900 140
air conditioning units 40500 2900
air conditioning repair toronto 720 58
heating and air conditioning 33100 1900
ductless air conditioning 3600 260
central air conditioning 8100 590
airconditioning toronto 1900 31
air conditioner toronto 6600 480
carrier air conditioning 3600 260
toronto air conditioner 6600 480
CHECK YOUR ANALYTICS
Integrated Strategies
Email Marketing
PPC and Display Ads
SEO
INTEGRATE YOUR STRATEGY
SEO
Social Media
Mobile
Coupons
THINK BOX
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Results so far:
• 4000+ shares
• 4000+ new fans
• 5800 talking about this
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THANKS FOR LISTENING
ANY QUESTIONS
MY CONTACT DETAILS – CHRIS APPLETON
www.wsiwebapplications.com
http://wsiwebapplications.com/_blog
/Our_Blog/
http://ca.linkedin.com/in/cappletonhttp://ca.linkedin.com/in/cappleton
http://www.facebook.com/wsisocial
http://twitter.com/cmappleton
