Internet Marketing, EO Accelerator Presentation
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Transcript of Internet Marketing, EO Accelerator Presentation
Top Draw
• Online advertising agency since 1995
• Make websites that connect our
clients with their customers
• Right place. Right time. Online.
Agenda: Internet Marketing
• Why Internet Marketing?
• Practical applications for everyday business
• Overview:
• Search SEO/PPC
• Local
• Mobile
• Analytics: Metrics that matter
• Actionable takeaways
Why Internet Marketing?
• Top of Search = Top of Mind
• Sales, Leads, Info, Credibility
• 30 trillion URLs (pages) crawls 20
billion pages a day.
• 3B+ million searches/day (Google Only)
• 1.8 million first-time internet users/week
• 92% of all offline sales are a result of
online research
Source: Comscore, 2011
Practical Examples
Capitalize on Sales & Leads: Search
• Imagine:
• You own a gas station
• You’d like to add a car wash for
extra recurring revenue.
• You don’t know anyone in
construction.
Calls to action… Website Lead Gen Forms
Calls to action… Phone Calls
~42% of clicks
58 searches/month
in Canada
~12% of clicks
~8% of clicks
~6% of clicks
Using Search: Cormode.com
• Delivers a 1+ quality lead/day for:
• Car wash construction 100+ other
key phrases
• Web leads convert higher
• AND…67 resumes per month.
“In one month alone, we closed five sales
that we can directly attribute to our
website. These sales contributed
significantly to our bottom line.”
— Ben Elzen, President Cormode & Dickson
Using Search: LJWelding.com
• Provides welding and pipe handling equipment
• Built a high performance website to tap into
online demand.
• Over 4 years, the website has driven over
5X increase in revenue.
“At the end of the day, we view this as the single best
marketing investment we could have made. It’s been
transformational for our business, turning us from a
local player into a company with global sales.”
- Ryan Holt, General Manager LJ Welding & Machine
Right Place. Right Time. Online.
Practical Applications: Sales & Leads
• People are looking for what you sell
everyday.
• Searches per month in Canada: • ERP consultant 28
• Transportation logistics company 16
• Canadian life insurance companies 260
• Prefab steel buildings Canada 36
• Law firms in Edmonton 58
• Machine shop Edmonton 46
• Donate to charitable organization 16
• Edmonton downtown restaurants 590
Keyword Research
Keyword Research
“Informed decision-making comes from a long
tradition of guessing and then blaming others for
inadequate results.”
- Scott Adams
Author of Dilbert Cartoons
Effective Keyword Research
ROI & Opportunity
How do your customers
describe/research our product or service?
Keywords that deliver ROI should be:
• Relevant to your business/page of content
• Search frequently
• Obtainable for your site to rank on
• Competitive Research: PageRank, Domain
Authority, number & strength of competitors
• Tip: 3+ word phrases:
= Conversion Competition
www.adwords.google.com
• Language your customer is
speaking
• Phrases for SEO/PPC
• Services/products to sell
• Blog content
• Social media ammo
• Opportunity/Gap in market
Other Keyword Research Tools:
• Soovle.com
• WordTracker.com
• Trellian’s KeywordDiscovery.com
• Google Trends
• Google Suggest
• Keywords within Analytics!!
• Segment organic & PPC phrases
www.soovle.com
www.soovle.com
PPC (Pay-Per-Click) Adwords.google.com
Paid Listings
20%
Natural/Organic
Listings 80%
On-Page “SEO”
Effective SEO Includes:
• Keyword research
• Proper site structure & architecture
• Proper keyword inclusion
• Fresh & unique content
• Authoritative & industry related links
• Social media integration
• Measuring, monitoring & testing
On Page Keyword Inclusion
• Page title tags
• Site navigation
• Body copy
• META descriptions
• Headlines (H1, H2)
• ALT attributes for images
• URL structure
• Internal (anchor text) links
NOT
Keyword
Stuffing!
Title Tag
Headline
Body Copy
Navigation
ALT Text
Meta
Description
Meta Description Title Tag
Local
Capitalize on Sales & Leads: Local
• B2C example: no location referenced in phrase
Capitalize on Sales & Leads: Local
• B2B example: no location referenced in phrase
Claim Your Google+ Business Listing
http://www.google.com/+/business/
Mobile
Mobile, my the times have changed…
Capitalize on Sales & Leads: Mobile
• Imagine:
• You’re working on an oil rig
• You’ve had some equipment fail on you
and need new parts.
• Your traditional
supplier is
back-ordered
3 months.
Capitalize on Sales & Leads: Mobile
• “Oilfield equipment” and other variations are
searched 91 times per month in Canada on
mobile devices.
• “Oilfield jobs” are searched 880 times per
month on mobile devices.
Capitalize on Sales & Leads: Mobile & Local
“We attribute 15%
of all new business
from search, mobile
and local traffic.”
- Karen Bodoano,
General Manager
Capitalize on Sales & Leads: Mobile
• Smartphone sales are expected to exceed
laptop & desktop computer sales combined
in 2012.
• From 18 typical Canadian companies, we
saw an average of 442% growth in mobile
users year over year.
• In 2012 Canadian companies can expect
~1/3 of their website users to be using
mobile devices.
Overview
Mobile Sites
Like it or not… THIS IS THE WEB
Does your website look
good on a mobile device?
A 1/3 of your users is
significant!
Websites that work on everything! Yes, it’s possible.
Options for going Mobile?
1) Do nothing
2) Use a plug-in
3) Responsive Design
4) Separate desktop and mobile websites
For direction on what mobile solution might
work, check out www.topdraw.com/mobile
Social Media
Social Media
• Crazy guys I went to high school with
• Right wing aunts
• Left wing cousins
• Pictures of my kids
• Internet Enthusiasts
• Journalists
• Media people
• Business owners, sales, marketing folks.
• Can track contacts through job changes
• Provides work contact info in a snap.
1. Create your account today!
2. Add in people you’ve had business contact
with.
Knowem www.knowem.com
• Search over 340 popular social media
networks to instantly secure your brand
across the social web.
EO Member Social Media Use
Metrics that matter!
• Can you measure online marketing?
• Yes, but which campaign worked the best
• What are metrics that really matter?
• Leads, phone calls, resumes, site visits
Analytics
Reports Confusing?
Metrics that Matter = Real ROI
4 Things To Do on Monday
1. Search: Does your website generate
leads/sales?
• Do you rank on key phrases for your
services/products?
• Do you have metrics that matter?
2. Social: Claim all your social media brands
• www.Knowem.com
4 Things To Do on Monday
3. Local: Claim your local listing
• http://www.google.com/places/
4. Mobile: View your site on your mobile
phone
• Can you click the links, easy to read, contact
info?
• www.howtogomo.com
Thank You! Questions?
Ken Jurina President & CEO Top Draw Inc.
@kenjurina
Download the presentation: www.topdraw.com/presentations
