online marketing for sierra commons ignitor fall 2016
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Presented by:Coryon [email protected]/in/coryonredd
Win the Internet Marketing GameIntroduction to Online Marketing
View this presentation online at: http://www.coryon.com/ignitor-fall-2016
Sierra Commons Ignitor Course Spring 2015
Can Online MarketingGrow Your Business?
What is Marketing?
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Here’s What!Marketing 101 (in 1 slide)
Who is your Market?BrandingWhat is your Mission? - Why Are You in Business?Manage your Message – Takes Time and EffortFeatures vs. BenefitsMarketing is Not Selling!
What is Online Marketing?
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Let’s Start with the Basics• Start with a persuasive website• Website visits from many sources
Search Engines (SEO)Social Media
Pay for It – Facebook, Sponsored SearchVideoEmailLots More OptionsPromote in Social Media
Can you SimplifyYour Online Marketing?
Make a Plan
Start with Lessons from Search Engine Optimization
4 Simple Steps to SEO
Keyword ResearchCompetitor ResearchWebsite Design and Landing PagesEnter the Google Popularity Contest
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People are Searching for your Business…Right Now!
What are Keywords? The Exact Ways People Search Google
What are People Searching for? Use the Google Keyword Planner Also Check Out Google.com/trends Ubersuggest.org is good too.
What are Target Keywords? The Most Important Keywords – Relevancy and # of Searches
What does it mean for my Website? Create Keyword-Focused Landing Pages
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Look at Local (United States) Monthly Searches.Download spreadsheet and edit in a spreadsheet program like
Excel. Create sheets for groups of related keywords.Go back to Keyword Planner with more specific searches and
download again.Create a keyword spreadsheet with groups of keywords that
will be used for landing pages.
Keyword Research Best Practices
Login with an email address used for a Google Adwords Account.
Look at related keywords then narrow down searches.
Tools to Research Your Market:
Consume Social ContentSurvey Your MarketCreate PersonasKeyword ResearchSocialMention.comResearch Competitors
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Google Places for BusinessGoogle Maps Listing
Find your business on Google Maps search or add your business to Google Local https://www.google.com/business/placesforbusiness/
• Find your business and verify • Edit your description• Add a photos / videos, coupons• Assign business categories• Ask for reviews from customers• Track your clicks• Consider Google Adwords Express
Other sources for local listings – Bing Local Listing Center, Yext (for Yahoo), citysearch.com, yelp.com, insiderpages.com, angieslist.com, MerchantCircle.com and more.
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Google+ LocalClaim your Local Search Listing
Main Factors for Better Ranking• Claim your listing• Customize your listing• Address in the city of the search• List in the right categories• Number of citations• Linking to your webpage• Customer reviews• Keywords in business name
and Places page
Go to http://moz.com/local-search-ranking-factors for more info
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Internet Marketing Resources(Sorry for the small font)
Coryon.com Resources page• Coryon.com/resources• Training videos Coryon.com/video
Moz.com SEO for Beginners Guide• moz.com/beginners-guide-to- seo
SEMPO Guide to SEO• sempo.org/?page=seo_fundamentals
Discover what really works in optimization• marketingexperiments.com
Online marketing magazines / articles• practicalecommerce.com• webpronews.com• socialmediaexaminer.com/
SEO Glossary• seoglossary.com/
Dive Deep = Moz.com article about Google Algorithm factors• seomoz.org/article/search-ranking-factors
Nevada County Online – Video archive of local marketing presentations• nevadacountyonline.com
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How does Google Crown a Winner? Incoming links and social engagementGet the Votes that Matter… Social signals from popular social sites Links from quality, related websitesNot the Ones that Piss Google Off Google can smell out low quality links
Winning the Google Popularity Contest
Google is an 800 lb Gorilla
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Why does Google PageRank Matter?
It does matter, but it’s complicated…• Key to Google figuring out which pages are important.• How does your website do in the Google Popularity
Contest?• PageRank not a reliable indicator…
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Link Quality depends on:• Content of page – Is the link related, natural?• PR of linking page (scale of 0-10)• Keywords in links can help but be careful!
Google PageRankPageRank reflects the quantity and quality of incoming links. Links vote for better websites.
searchengineguide.com/orbidex/2002/0207_orb1.html
In a typical website the homepage will have the most PR. As you go deeper into a website the PR goes down.
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Google PageRank Logarithmic Scale
quicksprout.com/2011/08/31/does-google-pagerank-really-matter/
What is Content Marketing?
Audience FocusedCommunicationBrandingRelevant and ValuableInformative and Interesting
Content Marketing is:
Content Marketing isn’t:
Selling
Blogging can be the Hub of your Online Marketing
Brainstorm Topics (Oh no, it’s a spreadsheet)
Content Calendar (Oh no, it’s still a spreadsheet)
Guest Blog Led to Hundreds of New Signups
Source: tinybuddha.com/blog/make-a-tough-situation-good-one-question-that-changes-everything/
Are you ready to stand out?
Target Your MarketPlan ContentCreate FocusMeasurement
=Simplified Marketing
The Big Picture
Don’t GetOverwhelmed
SimplifyYour Marketing
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THANK YOU!
Go to Coryon.com to Learn MoreView this presentation at: http://www.coryon.com/ignitor-spring-2015