Tommy R. Young III

Vice President of Marketing

BizConference

618-566-0034

Why Online Marketing is Important• The future of business communications:

– Interactive in nature.– Easier to target and customize.– Open lines of communication.– Reverses the flow of information– Cost effective and easy to use.– Easy to measure return-on-investment.

Know What People Are Searching For• 80% of traffic is from search engines.• Keyword research is an often overlooked concept.• Leave out this step at your own peril.

Google Keyword Selector

Google Keyword Variations

Google Site-Related Keywords

Get Found On Search Engines• Again, 80% of traffic is from search engines.• How search engines work is both easy and hard to understand.• You must optimize your site for “natural search” results.

Web Site/HTML Header Code

Natural Search Results

Track Your Web Site Traffic• Again, another overlooked concept.• Without data you can’t analyze success of failure.• Easier to do then you might think.• Don’t drown in data.

Focus On Good Content• “Content is King” for a reason.• Good content keeps people coming back.• Builds creditability and positions your firm as an industry expert.• Stay away from “Brochureware.”

Use an Electronic Newsletter

Start a Weblog

Blogs Help Natural Search Results

Don't Fear Registration Forms• Registration forms are your “friend.”• Generate leads and therefore potential sales.• Not used nearly enough by business-to-business firms.• Prospects will fill them out.

What Content Is Worthy of Registration?

Does a Summary Encourage Registration?

Don’t Fear Keyword Ads• Cost effective and easy to set-up and monitor.• Not used yet by many business-to-business firms.• Potentially your most targeted advertising tactic.• You only pay for clicks, not views.

Google Keyword Ads

Use Interactive, Rich Media• Media that is more engaging then text and visuals alone.• Rich media can include:

– Video– Podcasts– Webinars– RSS Feeds

Free Podcast Tool: Odeo

Free RSS Reader: Google

Free RSS Feeds: FeedBurner

Free Blog Tool: WordPress

Conclusions• These items are fairly easy to implement. More effort then advance knowledge.• Most business-to-business firms are not utilizing them.• You can see and measure return-on-investment.

Question & Answer