Internet Marketing 101

The internet has fundamentally changed

marketing, probably forever.

Conventional Marketing includes lots of channels, you must

expend a lot of effort to keep them relevant and vital.

Company

Products

and

Services

Target Markets

Demographics

Segmentation

Geography

Age/Sex

Business

Turnover

Socio-economic

groups

Territories

etc. etc.

Advertising...

Brochures...

Mail Shots...

PR Activities...

Trade Shows, Events...

Direct Sales Force...

Sales Leads/Inquiries...

When Internet Marketing, focus efforts on the relevance of your website

content, keep it fresh and current and make sure you’re optimizing for

what people are looking for, not what you think they are!

Company

Products

and

Services

Internet

Users

Search

Marketing

Engine

Advertising, Brand Awareness etc......

Sales

Leads &

Inquiries

We

bs

ite

Se

arc

h E

ng

ine

Searches

SearchesTargeted Traffic

Targeted Traffic

Targeted Traffic

Customer Development/Retention

Internet Marketing 101

• Conversion Focused Website

• Search Engine Optimization (SEO)

• Pay Per Click Advertising (PPC or SEM)

• Social Media Optimization (SMO)

• Analytics and Conversion Tracking Reports

Search Engines (you know, Google and the rest)

Source: Enquiro & Marketingsherpa

Organic

Search

74.3% Pay Per Click

13.5%

Pay Per Click – 12.2%

“Right Hand Side”

• Why?

– Paid Search Marketing the only

way to Guarantee 1st Page!

– Immediate

– Target unlimited keywords

– Only pay when someone clicks

on your ad

– On & Off with a button

“Right Hand Side”• How – Basic Tips

– Set your budget

– Geographically target

• B2B

– Write ads clearly demonstrating

you are B2B not B2C

– Less clicks, focus on qualified clickers

• Negative Keywords

– Eg. Goldine Curling – curling irons

“Left Hand Side”

• Why?

– It is where most

people click

(70+%)

– Over time

option to

decrease or

eliminate

AdWords

budget

“Left Hand Side”• How?

– Over 200 components to Google’s algorithm

– Changes frequently – 400+ times last year

– Google Caffeine

• Relevant Content more important than ever

• Social media add credibility

– Google Instant

• Predicts input as it’s typed

• Displayed results change as query typed

“Left Hand Side”• OnPage Optimization – Quantity & Quality

of Content

– Effective Keyword Research

– Keyword Density

– Unique, New, Relevant Content

– Speed of site

– Search Engines can’t read flash

And I care because?

About WSI

WSI is a global research and knowledge

based organization, specializing in strategic

Internet marketing, online branding and

business automation.

We are the LARGEST Internet marketing

consulting company in the world.

The WSI Network Head Office

Toronto Canada

1500+ offices

87 Countries

345 Certified Google Experts

35 Certified Analytics Experts

28 Certified Conversion Specialists

381 SEO Content Developers

182 Certified Landing Page Developers

Global, but local

Questions?