Internet Marketing Explained - Internet Marketing Academy Australia

transcript

IMAInternet Marketing Academy

De-mystifying Internet Marketing for business people.

Introduction

The Next Three Hours

• Web sites

• Advertising online

• Social Media

• Underutilised Online Strategies

Internet Marketing Solutions to fit Business Goals

www.theonlinecircle.com

The Presenters

About Your Presenters.

The Presenters

About Your Presenters.

Why the Internet?

Measurable

Why the Internet?

Immediacy

Why the Internet?

SEO – What is Search Engine Optimisation?

120min

Working with Search Engines

How they work?

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.

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

SEO – Building an Asset

The Online Circle’s 4C’s of SEO

Credibility

Clarity Currency

Competition

Onsite SEO and Offsite SEO

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)

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

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

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

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

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

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

Sitemaps

Robots

404 pages Examples

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

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.

SEO – What is Search Engine Optimisation? Offsite SEO

Basic Offsite SEO Factors

• Competition Analysis – CI

• Link Building

Link Building

The Good

The Bad

The Ugly

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

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.

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

Future of SEO

Search Engines more interactive

Websites – Site Structure and Content

225 min

Websites – Site Structure and Content

Beautiful site?

Functional site?

Websites – Site Structure and Content – Professional Design

Professional Design

Checklist:

• Accessibility

• Identity

• Navigation

• Content

Websites – Site Structure and Content – Website Optimiser

Website Optimiser

Websites – Site Structure and Content – Website Optimizer

Website Optimizer

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

Websites – Site Structure and Content – Professional Design

Websites – Site Structure and Content – Landing Page

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

Websites – Site Structure and Content – Videos and other tools

Maps and local BusinessImages

Product listing

Yahoo Tools

Profile HubImages

Live tools

Websites – Advertising Online

330 min

Websites – Advertising Online – Banner ads

Media Plan

- Objectives

- Target Market

- Where do they hang out?

Websites – Advertising Online – Banner ads

Banner Ads and CPM

Websites – Advertising Online – PPC advertising

Pay per click (PPC or CPC)

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

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

Websites – Advertising Online – Landing Pages

CPA-Affiliate

Performance based online advertising

Websites – Advertising Online – Landing Pages

Landing Pages

Social Media

445 min

Social Media - Buzzzzzzz

What’s Social Media and buzz?

Social Media - Buzzzzzzz

What’s Social Media and buzz?

Social Media – Is it commercially worthwhile?

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?

Social Media – Influencing the Conversation

Social Media – Other applications

Applications you should be aware of

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

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....

Internet Marketing – Underutilized Strategies

530 min

Email Marketing

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

Marketing Oriented Options. Emails - test

Marketing Oriented Options. PR

Distribution

Marketing Oriented Options. Online Articles

Online Brand Management.

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.

Viral Marketing.

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

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

Internet Marketing – Your Next Steps

65 min

Who wants to ask the second question?

www . Internet Marketing Academy . com . au

Jeff Richardson Lucio Ribeiro

www . The Online Circle . com

www . marketingeasy. net

Jeff Richardson

Managing Director

(B) +61 3 9016 9530

(M) 0423 694 338

via Skype: onlinecircle

email: jeff@theonlinecircle.comtwitter.com/JeffR_Melb_AU

linkedin.com/in/theonlinecircle

Lucio Ribeiro

Managing Director

(B) +61 3 9016 9530

(M) 0434 376 102

via Skype: lucio.dias.ribeiro

email: lucio@theonlinecircle.comtwitter.com/lucio_ribeiro

linkedin.com/in/luciodiasribeiro