Using Internet Marketing To Build Your Business

© Advanced Media Productions

AdvMediaProductions.com

Using Internet Marketing to Build Your BusinessLouise RijkVice President of Marketing and Sales

Advanced Media Productions



AgendaUsing Internet Marketing to Build Your Business

- Components of Internet Marketing

- “Types” of Search

- Local Organic Search

- Local Paid Search

- Digital Asset Optimization

- Local Social Media Optimization

- Traffic, Landing Page and Conversion

- Tracking and Reporting



E-Mail Marketing

SearchEngine

MarketingAffiliate

Marketing

WebsiteDevelopment

&Landing PageDevelopment

OnlineDisplay

Ad & RichMedia

Advertising

SocialMarketing

OnlineReputation

ManagementPhotoshare/Videoshare

SocialNetworking

SocialBookmarking Social NewsPodcasting/

VideocastingBusiness

BlogMarketing

OrganicUniversal

Search

PPC/Mobile Search

Advertising

OrganicImageSearch

ShoppingComparison

SearchEngines

OrganicVideoSearch

OtherOrganicSearch

Components of Internet MarketingUsing Internet Marketing to Build Your Business



“Types” of Search (1)- Organic or Algorithmic Web Search

- Blended/Universal search, personalized and local search

- Vertical Organic Search- Image search, video search, shopping search, news search,

blog search

- Organic Real-time Search- Twitter Search

- Mobile Organic Search- Paid Search

- National and local PPC – Yahoo! Search Marketing, Google AdWords and MSN AdCenter

- Mobile PPC Search

Using Internet Marketing to Build Your Business

“Types” of Search (2)- “On-Deck” and “Off-Deck” Search Services

- Built-in the carrier service- Web Access

- SMS Text Messaging

- WAP-enabled Phones- Access to specially designed web sites using XHTML and WML mark-up languages

-Smartphones- iPhone, T-Mobile G1




Organic Mobile Search

Mobile Web Search Results

Mobile Local Search Results




Local Search






Local Search

- “Triggered” by Search Queries with a Local Intent

- Organic and PPC Search




Google – Local Organic Web Results (10-box)

Local 10-Box Results

Local Organic Web Results




Google – Local Web ResultsResults Without Geographic Modifier

Local 10-Box




Organic Local Search Results

Google – Local Organic Map ResultsUsing Internet Marketing to Build Your Business



Google – Local Organic Map Results (Infobox)

Organic Results (Infobox)

No Link




- How To Optimize for Google Maps Organic Listings

- Presence of a Business Profile/Listing at the Google Local Business Center

- Relevant product/service locality and neighborhood keywords in the business name and copy of the local business listing

- Proximity of the business location to the city and/or center of the city

- Positive reviews and the numbers of reviews

- Number of “local” links pointing to the web site

- Overall web site organic search engine optimization status

Google – Local Organic Map ResultsUsing Internet Marketing to Build Your Business



Google - Local Organic Web Results

- Local 10-box

- How to Optimize for Google Organic Web Search

- Ensure that the web site is “crawlable”

- Optimize web site copy, page titles and meta descriptions with relevant “core” keywords and geographic modifiers

- Acquire sufficient local inbound links to boost the web site link popularity




Google - PPC Local Business Ads

PPC Local Business Ad




PPC Business Ad (Infobox)

Link to Site

Google - PPC Local Business Ads (Infobox)Using Internet Marketing to Build Your Business



- Local Business Ads

- How to Start a Local Business Ad Campaign

- Establish a Business Profile/Listing at the Google Local Business Center

- Set-up a Google Adwords Local Business Ad Campaign at Google Adwords

Google - PPC Local Business AdsUsing Internet Marketing to Build Your Business



Digital Asset Optimization




Digital Asset Optimization – Hosted Content

Web Site

Hosted Video

Podcasts

BlogsPress

Releases

White Papers (PDF) Google

Search Engine

Images

Google Crawl




Digital Asset Optimization – Posted Content

Posting

News/Tip Sheets/How To’s(Digg/StumbleUpon)

PowerPointPresentations

(SlideShare.net)

Posted Video(Video Sharing – YouTube)

Posted Images(Image Sharing – Flickr)

Press/News Releases(PR Web, BusinessWire, PRLeap)


Local Social Media - Twitter

- Free micro-blogging platform

- With Twitter You Can:- Send short 140 character messages (Tweets) from your desktop computer or mobile phone to “Followers”

- Receive Tweets from individuals you have decided to “Follow”

- Pass on messages (RT = Retweet) to “Followers” from individuals you have decided to “Follow”

- Perform a keyword search for Tweets about conversations and events as they are happening© Advanced Media Productions



Twitter “Tweets”



Direct tweet

Retweet

General tweet (with shortened URL)


Twitter Custom Profile






Twitter for Online Marketing and Customer Service

- Twitter as an Online Marketing Tool- Increases brand visibility

- Establishes authority & “thought leadership”

- Generates online and offline WOM

- Promotes discounts, coupons and deals for products and services




Twitter for Online Marketing and Customer Service

- Twitter as a Customer Service Tool- Product research and feedback through polling of “follower” network

- Quick problem solving – Builds customer loyalty and enhances brand image


Traffic, Landing Page and ConversionUsing Internet Marketing to Build Your Business



Landing Page

Organic Search

Email

PPC Search

Twitter

Social Networks

- Facebook

- MySpace- LinkedIn - YouTube

- Focus on good content - Unique selling proposition, messaging, and call-to-action

- Professional design - Consistent and structured layout, clean graphics, consistent use of typefaces and point sizes

- Information architecture and usability - Findabilitiy

- Build trust and credibility - Physical address, phone number, privacy statement, About page

- Provide good user communications- Email, phone, contact form

Web Sites/Landing PagesUsing Internet Marketing to Build Your Business



Ineffective Landing PageUsing Internet Marketing to Build Your Business



Effective Landing PageUsing Internet Marketing to Build Your Business



Tracking and ReportingUsing Internet Marketing to Build Your Business



ROI Tracking Programs- Allows Marketers to Measure Results and Improve

Conversion Across the Media Mix- Click-through rate by single source of all media- Sales by single source or all media- ROI by single source of all media

Web Analytics Programs- Records the Customers’ Path Through the Web Site- Identifies Single-Page Views and Site Exits- Identifies Shopping Cart Abandonment Patterns and Where Prospects Bailed Out

Google AnalyticsUsing Internet Marketing to Build Your Business



Louise RijkVice President of Sales and MarketingAdvanced Media Productions

888-755-5151 x17

Twitter: @LouiseRijkwww.AdvMediaProductions.com



Thank You!Using Internet Marketing to Build Your Business

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Using Internet Marketing To Build Your Business