INTERNET MARKETING

A CEO’S CRASH COURSE

1. Website Management.1. Search Engine Optimisation.2. Website management.3. Test. Measure. Refine.4. Online advertising.

2. Social Media.1. Monitoring & measuring. Research.2. Engaging.3. Leading. 4. Commercialisation.

3. Underutilised Strategies.1. Email marketing.2. Online articles.

IMAWorking with Search Engines

How they work?

Store

SEO – Building an Asset

The Online Circle’s 4C’s of SEO

Credibility Clarity

CurrencyCompetition

SEO – What is Search Engine Optimisation?

Onsite SEO and Offsite 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)

Google categorises pages in 3 levels and so should you.

Informational

Transactional

Kevin Costner Biography

Kevin Costner DVD

Navigational Kevin Costner

Keyword Research: Buying Cycle

TRAVEL – 32,000 searches per month in Google AU

TOUR – 16,000 searches per month in Google AU

Keyword Research: What is really best?

Title Tags

Description Tags

URL’s

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/

301or

Sitemaps – Robots – Other Considerations

Anchor Text / Anchor Links

Link Building

The Good The BadThe Ugly

Link Building – Ways Search Engines Judge the Value of a Link.

1. Internal vs. External2. Anchor Text3. PageRank4. TrustRank5. Domain Authority6. Diversity of Sources7. Uniqueness of Source + Target8. Location on the Page9. Topical Relevance10. Content & Context Assessment11. Geographical Location12. Use of Rel=”Nofollow”13. Link Type14. Other Link Targets on the Source Page15. Domain, Page & link-Specific Penalties16. Content/Embed Patterns17. Temporal / Historical Data

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

Digital Brand ManagementSEOIt’s all about executing one

integrated strategynot 100 tactics

ROI on SEO – Management of Efforts

1.Establish Your Benchmark Positioning (ranking)

•Measure from time to time

2.Pages indexed

3.Monthly traffic stats

4.Unique vs. Returning

5.Referring Keywords (split – Brand / non-brand)

6.Establishing a larger number of touch points

7.Conversion rate (sign up / sales / subscriptions)

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.

IMAInternet Marketing Academy

De-mystifying Internet Marketing for business people.

Websites – Site Structure and Content

225 min

Professional Design

Checklist:

• Accessibility• Identity• Navigation• Content

1

Website Optimizer

Website Optimizer

IMAWebsites – Advertising Online

330 min

Media Plan

- Objectives- Target Market- Where do they hang out?

PPC

PPC

SEO

Pay per click (PPC or CPC)

Pay per click AdvertisingSteps: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

Landing Pages

• Affiliate Programs• Co Registration• Email Marketing• Online PR• Online Articles• Displays Ads• Widgets• Videos• Online Sponsorship• Reviews• Maps

Online Advertising

IMASocial Media 4

45 min

What’s Social Media and buzz?

What’s Social Media and buzz?

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

Okay, the theory makes sense. But

how do I move forward?

Create Activity Timelines

Melb

ourne S

eminar

Facebook Myspace

How many people 4.9m 1.9m

How long /month 3 hrs, 50 mins 55 mins

How often 14 + times month 5.6 + times a month

Majority Age 25-34 12-17

Source: nielsen-online

Decision Making

Step 3: Follow relevant metrics

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 presenceStep2) 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

WOM + Advocates -> Commercial Benefit

26-Jun 6-Jul 16-Jul 26-Jul 5-Aug 15-Aug 25-Aug 4-Sep 14-Sep

-25

-20

-15

-10

-5

0

5

10

15

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25 3 Day Rolling Average

3 Day

Early warnings

You can Influence and reassume your position

Social Media SEO Online Advertising

Integrated Strategies

The Online Circle

De-mystifying Internet Marketing for business people.

Internet Marketing – Underutilised Strategies

7 KEY USES FOR EMAIL MARKETING

1. Use best practices and basic tests

2. Nurture leads

3. Resurrect dead leads

4. Boost user-generated content

5. Cut expenses, increase satisfaction, multiply sales

6. Sharpen autoresponding email strategy

7. Organise and rally grassroots teams

9 Things to remember when implementing emails

1. Not all graphics will be seen.

2. Alt tag copy is an art.

3. Don’t let graphics depress response.

4. A Call to Action in the reading pane.

5. Use your subject lines, sender name and “From”

6. Use pre-headers and snippet text wisely.

7. No web-like navigation with today’s mobile email.

8. Test with different email clients.

9. Find the best resources

Marketing Oriented Options. Online Articles

Leading the competition or playing catch up?

www.theonlinecircle.com