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Using Internet Marketing to Build Your BusinessLouise RijkVice President of Marketing and Sales
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AgendaUsing Internet Marketing to Build Your Business
- Components of Internet Marketing
- “Types” of Search
- Local Organic Search
- Local Paid Search
- Digital Asset Optimization
- Local Social Media Optimization
- Traffic, Landing Page and Conversion
- Tracking and Reporting
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E-Mail Marketing
SearchEngine
MarketingAffiliate
Marketing
WebsiteDevelopment
&Landing PageDevelopment
OnlineDisplay
Ad & RichMedia
Advertising
SocialMarketing
OnlineReputation
ManagementPhotoshare/Videoshare
SocialNetworking
SocialBookmarking Social NewsPodcasting/
VideocastingBusiness
BlogMarketing
OrganicUniversal
Search
PPC/Mobile Search
Advertising
OrganicImageSearch
ShoppingComparison
SearchEngines
OrganicVideoSearch
OtherOrganicSearch
Components of Internet MarketingUsing Internet Marketing to Build Your Business
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“Types” of Search (1)- Organic or Algorithmic Web Search
- Blended/Universal search, personalized and local search
- Vertical Organic Search- Image search, video search, shopping search, news search,
blog search
- Organic Real-time Search- Twitter Search
- Mobile Organic Search- Paid Search
- National and local PPC – Yahoo! Search Marketing, Google AdWords and MSN AdCenter
- Mobile PPC Search
Using Internet Marketing to Build Your Business
“Types” of Search (2)- “On-Deck” and “Off-Deck” Search Services
- Built-in the carrier service- Web Access
- SMS Text Messaging
- WAP-enabled Phones- Access to specially designed web sites using XHTML and WML mark-up languages
-Smartphones- iPhone, T-Mobile G1
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Using Internet Marketing to Build Your Business
Organic Mobile Search
Mobile Web Search Results
Mobile Local Search Results
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Using Internet Marketing to Build Your Business
Local Search
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Using Internet Marketing to Build Your Business
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Local Search
- “Triggered” by Search Queries with a Local Intent
- Organic and PPC Search
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Google – Local Organic Web Results (10-box)
Local 10-Box Results
Local Organic Web Results
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Google – Local Web ResultsResults Without Geographic Modifier
Local 10-Box
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Organic Local Search Results
Google – Local Organic Map ResultsUsing Internet Marketing to Build Your Business
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Google – Local Organic Map Results (Infobox)
Organic Results (Infobox)
No Link
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- How To Optimize for Google Maps Organic Listings
- Presence of a Business Profile/Listing at the Google Local Business Center
- Relevant product/service locality and neighborhood keywords in the business name and copy of the local business listing
- Proximity of the business location to the city and/or center of the city
- Positive reviews and the numbers of reviews
- Number of “local” links pointing to the web site
- Overall web site organic search engine optimization status
Google – Local Organic Map ResultsUsing Internet Marketing to Build Your Business
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Google - Local Organic Web Results
- Local 10-box
- How to Optimize for Google Organic Web Search
- Ensure that the web site is “crawlable”
- Optimize web site copy, page titles and meta descriptions with relevant “core” keywords and geographic modifiers
- Acquire sufficient local inbound links to boost the web site link popularity
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Google - PPC Local Business Ads
PPC Local Business Ad
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PPC Business Ad (Infobox)
Link to Site
Google - PPC Local Business Ads (Infobox)Using Internet Marketing to Build Your Business
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- Local Business Ads
- How to Start a Local Business Ad Campaign
- Establish a Business Profile/Listing at the Google Local Business Center
- Set-up a Google Adwords Local Business Ad Campaign at Google Adwords
Google - PPC Local Business AdsUsing Internet Marketing to Build Your Business
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Digital Asset Optimization
Using Internet Marketing to Build Your Business
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Digital Asset Optimization – Hosted Content
Web Site
Hosted Video
Podcasts
BlogsPress
Releases
White Papers (PDF) Google
Search Engine
Images
Google Crawl
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Digital Asset Optimization – Posted Content
Posting
News/Tip Sheets/How To’s(Digg/StumbleUpon)
PowerPointPresentations
(SlideShare.net)
Posted Video(Video Sharing – YouTube)
Posted Images(Image Sharing – Flickr)
Press/News Releases(PR Web, BusinessWire, PRLeap)
Using Internet Marketing to Build Your Business
Local Social Media - Twitter
- Free micro-blogging platform
- With Twitter You Can:- Send short 140 character messages (Tweets) from your desktop computer or mobile phone to “Followers”
- Receive Tweets from individuals you have decided to “Follow”
- Pass on messages (RT = Retweet) to “Followers” from individuals you have decided to “Follow”
- Perform a keyword search for Tweets about conversations and events as they are happening© Advanced Media Productions
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Using Internet Marketing to Build Your Business
Twitter “Tweets”
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Direct tweet
Retweet
General tweet (with shortened URL)
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Twitter Custom Profile
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Using Internet Marketing to Build Your Business
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Twitter for Online Marketing and Customer Service
- Twitter as an Online Marketing Tool- Increases brand visibility
- Establishes authority & “thought leadership”
- Generates online and offline WOM
- Promotes discounts, coupons and deals for products and services
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Twitter for Online Marketing and Customer Service
- Twitter as a Customer Service Tool- Product research and feedback through polling of “follower” network
- Quick problem solving – Builds customer loyalty and enhances brand image
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Traffic, Landing Page and ConversionUsing Internet Marketing to Build Your Business
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Landing Page
Organic Search
PPC Search
Social Networks
- MySpace- LinkedIn - YouTube
- Focus on good content - Unique selling proposition, messaging, and call-to-action
- Professional design - Consistent and structured layout, clean graphics, consistent use of typefaces and point sizes
- Information architecture and usability - Findabilitiy
- Build trust and credibility - Physical address, phone number, privacy statement, About page
- Provide good user communications- Email, phone, contact form
Web Sites/Landing PagesUsing Internet Marketing to Build Your Business
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Ineffective Landing PageUsing Internet Marketing to Build Your Business
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Effective Landing PageUsing Internet Marketing to Build Your Business
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Tracking and ReportingUsing Internet Marketing to Build Your Business
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ROI Tracking Programs- Allows Marketers to Measure Results and Improve
Conversion Across the Media Mix- Click-through rate by single source of all media- Sales by single source or all media- ROI by single source of all media
Web Analytics Programs- Records the Customers’ Path Through the Web Site- Identifies Single-Page Views and Site Exits- Identifies Shopping Cart Abandonment Patterns and Where Prospects Bailed Out
Google AnalyticsUsing Internet Marketing to Build Your Business
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Louise RijkVice President of Sales and MarketingAdvanced Media Productions
888-755-5151 x17
Twitter: @LouiseRijkwww.AdvMediaProductions.com
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Thank You!Using Internet Marketing to Build Your Business
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