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Internet Marketing
Social Media
Denise Gervais, WSI
905-864-1110 www.yourWSIadvantage.com
Agenda
• Marketing – What works, what doesn’t?
• How do you show up on Google? – Search Engine Optimization
– Pay Per Click Advertising
• Turning Website Visitors into Leads
• Are you mobile friendly?
Introduction
• WSI • 1500+ offices, 87 countries (HQ: Mississauga)
• Ranked #1 Internet Service Business by Entrepreneur Magazine 10 years in a row
• WSI Milton – President’s Circle, top 1%
• Internet Marketing • Web Design & Development, Search Engine
Optimization, Pay Per Click, Email marketing, Web Analytics, Social Media, Mobile Marketing
• Measurement of Success • Number of Leads our Clients Get, ROI
Marketing What have you done to market your business?
How much has it cost you?
How much did you spend last
year on advertising &
marketing on each of those
methods?
Results How has that Marketing worked for you?
• # walk-ins/ phone calls / emails
• $ cost per lead
• $ revenue per lead source
I know half my advertising
dollars are waste,
I just don't know which half!
Spray & Pray!
A Advanced
Technology
B Build Traffic
C Conversions
Sales Leads
ROI $$
Internet Marketing Can Bring ROI
SITE
• Great Design
• Unique Content,
Customer Centric,
Search Engine
Friendly
MOBILE
• Responsive Web
Design
SEARCH
• Search Engine
Optimization (SEO)
• Pay Per Click
• Maps
SOCIAL
• Part of SEO
• Engagement
• Top of Mind
• + email marketing
MEASURE & TWEAK
• Google Analytics
• A/B Testing
SITE MOBILE
SEARCH SOCIAL
If you can’t be
found…
You may as
well not be on
the Internet.
Harnessing the
4 Pillars of
Online
Marketing
Note no geography in keywords
Your Google Resume
You must protect your reputation
- Dominate Page 1 for your
Company Name or Brand
- Code your Google+ Authorship
- Claim Google Plus Local Profile
- Claim your Social Media
- Get positive Press & Reviews
- Own Multiple Properties
How do you show up on Google?
Google is constantly changing
Google is constantly changing 1. Every change to the algorithm is so they can show better results to
searchers
2. If you have a google account:
gmail
you tube
google analytics
google adwords
google places
google docs
google plus
etc
Google tracks all of the behaviour, clicks, interests of each searcher
3. There is no longer a page 1 of Google!
Geography, Logged in, Google+, Session Search etc.
4. Google is stopping “black hat SEO”
Choose Right SEO Supplier
• Wrong SEO could be negative ROI
$10,000 on Ads + wrong management = $0 ROI
$10,000 on SEO + wrong mangement
= $200,000 to undo Google penalties
= negative ROI!
Adaptive SEO
• Can’t risk buying cheap links from
overseas and incurring Google penalties
• Need long term, bullet proof strategy that
adapts to all algorithm changes
• Based heavily on EPIC content & earned
links (plus SEO coding on your site)
• Takes longer, but lasts
• Adaptive SEO is a strategy employed
so that regardless of the endless cycle
of changes Google and other search
engines make, your web site and
other online properties have the best
chances of consistently showing up in
relevant search results for the long
term.
Adaptive SEO Works!
Seasonal business, Spring site launch
50% increase in organic traffic
Immediate ROI
AdWords – Pay Per Click
• Why?
– Pay Per Click the only way to Guarantee 1st Page!
– Immediate
– Target unlimited keywords
– Only pay Google when someone clicks on your ad
– Set your budget
– On & Off with a button
– Google is forcing it…
25% click on ads
Basic How To Tips
• Geographically target
• Negative Keywords
– Jobs, ideas, cheap, pictures
• Do it Yourself /
Following Google’s Advice?
– Eg. $3.00 vs. $0.50 /click
Best Positioning/Lowest Cost • 3 strongest weighted factors:
– Bid rate
– Click through rate (CTR)
– Quality score
• Construct tightly knit Ad Groups
– Gas Fireplace Insert keywords
– Gas Fireplace Insert ad
– Gas Fireplace Insert Landing Page
• Better quality score
• One less click for Visitor
Split Test Ads
SITE MOBILE
SEARCH SOCIAL
Harnessing the
4 Pillars of
Online
Marketing
‘…today’s most
transparent, engaging
and interactive form
of communication. It
combines the true grit
of real time content
with the beauty of
authentic peer-to-
peer communication.’
Social Media
• Facebook, Twitter, LinkedIn, Pinterest, Google+ etc
• Facebook vs. Google
• More time on Facebook than anywhere
• Social vs. Buying Intent
• Social networking = networking in the real world – Can’t be pushy salesperson
– Take a long time
– Lots of meetings/finding people
– Build trust, become known as the source of information and service
Builds your
‘Google Resume’
Helps your Search
Engine efforts
Why & How • Social Signals for Google
– Sharing your website on any social network
– Getting Shares, Likes, Comments, Retweets,
Repins, Google Pluses…
• Google Plus
• Start with one social platform to engage
your audience, do it well, add another,
repeat…
• Repurpose content!
Your Target Market is on Social
Media • In Canada, nearly 50% of the population
are on Facebook, 94% of Social Network
users use Facebook
• Facebook Posts: what engages your audience?
• Use your tabs wisely
– Special Offer – coupon, download guide
– Get Likes or Email Addresses
Pinterest and Houzz (if deal in home improvement)
Google Plus etc
• Because, it’s Google…
• Posts similar to Facebook
• Repurpose all content here
• Use Google Authorship Markup
– Web developer needs to add code to site/blog
• Linked In
• Leverage existing contacts
– Icons on website
– Email signature
– Email marketing campaign
– Contests
• Tap into your contacts’ contacts
– Engagement!
– Make content they will Like, Comment on, Share
–Their friends see it
Getting Fans
SITE Mobile
Search Social
Converting
Website
Visitors into
leads/sales/
$$
Harnessing the
4 Pillars of
Online
Marketing
Want traffic?
Where are you inviting them to visit?
Does it Look Good? If it was your showroom ...
• Would you hire your
nephew?
• Would you do it
yourself?
• Would you hire a part-
timer?
Convert Visitors into Leads / $
• Immediately a visitor needs to see:
– What you do
– Who you are
– You’re great at it
– “Oh, that’s me” click
– Fewest clicks possible become a lead (make
a purchase)…
Profiling Your Customers
Getting Inside Their Head
• What’s their problem?
• How do they talk?
– eg. Hearth, Zero Clearance
• What is their personality?
• How do they make buying decisions?
• What’s their urgency?
What is the ‘story’ this design tells us?
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Do you care?
Eliminate Winter Worry with Reliable & Efficient Furnaces
• When it’s cold outside, you need a reliable and efficient furnace that will heat your home and bring you comfort when the outdoors does not. At Appleby Systems, we have a wide array of efficient furnaces to heat homes of all sizes.
When it is Time to Replace the Furnace?
• If your furnace is noisy or has required repairs in recent years, you might want to think about purchasing a new one. Sometimes the symptoms are quieter – you simply notice that it’s become less efficient and runs longer in order to get the home warm.
We are specialized in Residential
and Commercial, duct design, heat
loss calculation, conversion of oil to
gas, electric to gas, water heaters
and more. As a member of HRAC
we bring solutions to your everyday
HVAC needs. Our experienced
technicians are licensed, TSSA
registered and qualified to do service
on all makes and models
Power of Conversion
1000 monthly visitors
1% conversion rate (internet average)
= 10 leads a month
*Want 50 leads a month?
Option 1:
5000 visitors
Option 2:
5% Conversion (WSI Milton Office average)
Site Mobile
Search Social
Harnessing the
4 Pillars of
Online
Marketing
Why A Mobile Site?
If you need to:
• Flip
• Zoom
• Squeeze
• Pinch
• Squint
Your website is not
mobile friendly
Mobile Searches
• 1/3 of searches from mobile devices
– Grown 500% in past 2 years
• 90% of businesses don’t have a mobile
site
• 90% of people use multiple devices in one
decision making process
– 98% on the same day
Source: Google
Responsive Web Design
Next Steps
• Free e-Book for everyone
• Business Card
• Write M R S
M = Meeting
R = Referral
S = Speaking
