Understanding the Internet Marketing Ecosystem

transcript

Internet Marketing for MSPs

James Omdahl

Who is this guy?

Internet Marketing

Guy/Dude/Viking

InsureMe

Insurance Lead Generation Company

• SEO

• PPC

• Affiliate marketing

• Social media

• Blogging

InsureMe

Insurance Lead Generation Company

• SEO

• PPC

• Affiliate marketing

• Social media

• Blogging

Properazzi.com

World’s Largest Real Estate Search Engine

• Search engine optimization

– 16 languages

– 30 countries

– Millions and millions of web pages

World’s Longest Commute

Bubble = Burst

The Last Straw

Mike Cooch

• Everon Technology Services

• Challenges:

– Long sales process (MSP average is 6 months)

– MSPs competition growing

– Needed an effective, trackable way to grow his business

Found Internet Marketing

Help me with my

personal problem…

I suck at dinner

parties.

Internet Marketing is…

• Foreign to most people

• Uses a lot of acronyms

• Can seem a bit abstract

• Not easy to relate to

• Is more than just one thing

• Overall, makes for bad conversation

I needed an analogy

What do we all have

in common?

We are all HUMANS!

Today you will help

me test…

THE MOST

AMAZING

THE MOST

RELATABLE

THE MOST

LOOSELY CRAFTED

ANALOGY

DESCRIBING

INTERNET

MARKETING

HOW INTERNET

MARKETING IS

LIKE THE HUMAN

What is the #1 Thing We Need?

(even clipart people)

WE NEED

In the Internet

marketing world

you need a

Web Presence

What is a

Web Presence?

Real Estate

Air = Oxygen

------------

Web Presence

= Website

Websites

Websites Are:• Online store or office

• Sales pitch

• Business card

• First impression

The MOST IMPORTANT part of your web presence.

Air Isn’t Just Oxygen

Web Presence

isn’t just

a Website

Social Media

Adversites

It’s All Real Estate

AIR IS

BUT…

Respiratory System

Conversion

Points

Conversion Points Are:

• Phone number

• Email address

• Info capture forms

• Purchases

If they can’t CONTACT you, you can’t SELL them anything.

The Conversion Point Rule

Conversion

Difficulty of Conversion

Website +

Conversion

Points

Respiration

LIVE!(until)

Water & Food

Traffic to Your

Website

Good News!

There is a lot of

traffic out there

Every Month in the

United States

So how do you

get the traffic?

If you need a product or service but don’t know

where to buy it, where do you go?

Question for You…

Yellow Pages

The Internet

You’re Not Alone

• 54% of Americans use the Internet & local search instead of phone books 1

• 97% of American Internet users use the Internet to shop2

• 74% of users perform local searches3

Sources: 1comScore Networks; 2NPD Group, November, 2008; 3Kelsey Group;

Your ability to be found on the Internet is KEYto finding new clients

and growing your business.

Types of Search

Engine Traffic

National Search

Local Search

Organic

Search(The Free Stuff)

Organic Search

• Free to be there

• Algorithmic rankings

• “Merit based”

• SEO

The way to get ranked is by doing SEARCH ENGINE OPTIMIZATION

POP QUIZ!

What is This?

SEO is about

making it easy for

Search Engines to

understand what

your website is

SEO is Like Water

A Majority of Searches

Sometimes it just falls from

the sky…

Other times it takes a little

knowledge or skill to get it

And occasionally it’s going to

be im-frikkin’-possible

In the end, most of us just want

to pay for it.

Local Search

• Free to be there

• Algorithmic rankings

• Submitted by business

• Geography + Optimization

82% of local searches result in an in-store visit, phone call, website visit or

purchase.

The Magic of Local Search

1. Find potential customers that want to buy local

2. Less competition than organic search

3. Searches don’t even have to be local to get local results

4. More and more searches are going local, especially with mobile searching going up.

Local Search is Like

Gardening

Depending on where you

live it can be easy or hard

The more work you put in,

the higher the yield

Some things are just not in

your control

You’ll likely need other sources

of nourishment

Paid Search

• Pay-per-click

• Text & Banner

• Geo-Targeting

• Google AdWords

If you want new traffic to you website RIGHT NOW, paid search is for you.

Paid Search Benefits

1. Extremely trackable

2. You control your budget and targeting

3. Sophisticated geographic targeting options

4. You can have a paid search account up and running in less than one hour

Paid Search is Like

Going to the Store

There are many options, but a

few dominant sources

Quality often reflected in the

Finding deals takes some time

and effort

It’s quick, it’s convenient and

you get what you want.

Bonus Method!

Social Media

• Emerging Channel

• Hyper-Social

• Indirect Selling

• Time Intensive

Social media helps you establish self-brand, build trust and be a leader.

Social media is like

eating at a party or

networking event.

You are expected to be social

before you eat

It can be a lot of fun

Sometimes you end up at the

wrong party

In the end, you might just end up

with crappy hors o’doeuvres

Food & Water

GOOD BUT…

Digestive System

Digestion Gives Us

1.Energy

2.Growth

3.Byproducts

Metabolism

controls our

speed of

digestion

Sales Cycle Result1.Energy = Operating Costs

&Momo2.Growth = Business Growth3.Byproducts = Money in Your

Pocket

Metabolism

Booster

Email Marketing

• Speeds up sales process

• Gives information

• Generates demand

• Automatable

Return for email marketing is $43.62 for every dollar spent.*

*Direct Marketing Association, 2009

What Email Marketing Does

1. Automates follow-up, so you don’t forget

2. Delivers messages and information that prospects need before buying

3. Builds a deeper relationship with your prospects

4. Frees up your time so you can focus on closing hot leads

Email Marketing Tips

1. Segment your list

2. Send Helpful, Actionable Messages (HAM)

3. Move them through the stages of your sale

4. Use lead scoring to find hot prospects

5. Automate whatever you can automate

Learn more at the email marketing session!

Now you are:

Breathing

Drinking

Eating…

Which means

you have:

Energy

Growth

Byproducts

Now Your Business Has:

• A WEB PRESENCE

• With CONVERSION POINTS

• Getting traffic from SEARCH ENGINES

• Which is turning into LEADS

• And you are selling to the leads more quickly with EMAIL MARKETING

• Which brings you…

THE PAYOFF

1.Resources to Cover Costs and Create Momo

2. Business Growth

3. Money in Your Pocket!

But wait…

I want to

grow more.

Reproductive System

The Magic of

Reproduction

Reselling

customers

using Email

Marketing

Reselling with Email

• Cheapest contacts

• Already bought once

• You know about them

• Inexpensive to do

If you aren’t UPSELLING or CROSS-SELLING with EMAIL, you are

CRAZY!

Reselling to

current

prospects

brings…

Energy &Momo

Growth

A whole lot of

byproduct!

In Conclusion…

Internet

Marketing is an

Ecosystem

Traffic

Website

Conversion Points

Email Marketing

Resell Email

Understanding the Ecosystem

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