Marketing Your Business In a Digital Age

Web Marketing is about delivering USEFUL CONTENT at just the precise moment the buyer needs it.

~David Meerman, The New Rules of Marketing & PR.

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SECTION I: WHAT IS INTERNET MARKETING?

WHAT IS INTERNET MARKETING?2

WHAT IS INTERNET/WEB MARKETING?

Internet marketing ties together the creative and technical aspects of the Internet, including design, development, advertising and sales.

The marketing (generally promotion) of products or services over the Internet subdivided into types:

• Display advertising• Search Engine Marketing (SEM) • Search Engine Optimization(SEO)• Email Marketing• Inbound Marketing(Content/Blogging)• Referral Marketing • Video Marketing• Social Media Marketing

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The Web Marketplace---------------------------------

WHAT IS INTERNET MARKETING?The Web Marketplace

Of People click the 1st Result on

Google.

Of Internet Users

research online

before purchasing

Of buisinesses

have aquired a

client via a blog

20-56%

78% 57%

What is Internet Marketing?What is Search Engine Optimization?

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WHAT IS SEARCH ENGINE OPTIMIZATION (SEO)?

Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in a search engine's "natural," or un-paid search results

SECTION I: WHAT IS INTERNET MARKETING?What is Search Engine Optimization?

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What is Internet Marketing?Onsite VS. Offsite Optimization

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SEO ON-SITE OPTIMIZATIONOn-site SEO includes keyword selection, internal linking and content optimization. Includes:

• Content Quality• Error Free - Compliant Code• Page Load Speed• Page Title/Content Consistency – Overall Theme

SEO OFF-SITE OPTIMIZATION

The other half of the original SEO equation is link building.

The quantity and quality of links pointing to your site determines your websites PageRank or domain authority, a measurement of ranking power.

Links to individual pages reveal you most important or popular content.

What is Internet Marketing?What does PageRank Mean to me?

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WHAT IS PAGERANK

PageRank measure's a web page's importance based on the theory that the most important pages on the internet are the ones with the most links pointed to them.

HOW DOES THIS AFFECT MY SITE?

Your PageRank Number (1-10) is a reflection of the work that has been done with the linking of your site around the internet. It is one of many factors that determines where your web page appears in search result ranking, but if all other factors are equal, PageRank can have significant impact on your Google rankings.

Success seems to be largely a matter of hanging on after others have let go.

~William Feather

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SECTION II: CHOOSING THE CORRECT KEYWORDS

Choosing the Correct KeywordsHow to choose the best keywords

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1. Include the most popular keywords that are already in your website copy. (Use Keyword Density Tool)

2. Use the most popular keywords along with qualifiers3. Choose words that your CUSTOMERS will use to find you,

not industry insider terms.4. Choose keywords based on the Motivation of User.

Choosing the Correct KeywordsHow to choose the best keywords

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Keyword Exercise

Choosing the Correct KeywordsResearch and Buying Process

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Choosing The Right KeywordsWhat does PageRank Mean to me?

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CAN BLOGGING HELP ME WITH TRAFFIC?

Blogging helps with “Long Tail Keywords”.

WHAT IS A LONG TAIL KEYWORD

Long tail keywords are a type of keyword phrase that has at least three, and some times as many as five words in the phrase. Long tail keywords are used when the website wants to refine search terms to the web page, as well as when the searcher is looking for something rather specific.

Success is to be measured not so much by the position that one has reached in life as by the obstacles which he/she has overcome.

~Booker T. Washington

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SECTION III: WHAT’S IN A POSITION?

What’s in a Position?How Rankings can help you.

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ORGANIC CLICK THROUGH RESULTS

All Keywords are not equal…Ranking Can Make or Break a Business

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AN EXAMPLE OF KEYWORD RANKING VALUE

Patrick, who runs a Bingo Card Creator website which recently ranked #5 in Google for “bingo cards.”

• A #5 ranking sent him 6,000 unique visitors per month.

• The #1 spot for “Bingo Cards” is worth 8.5 times what #5 is.

• 6,000 * 8.5 = ~50,000 unique visitors per month

• Monetization: His site currently makes $40 for every 1,000 pageviews.

• Patrick’s income from ranking #1 vs. #5 is an $2,000 a month.

Case StudyApan Software – Medium Competition (Local)

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I: $475 x 12 = $5,700

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ROI: $40k+ Per Year7x Return

Top Performing Keywords: • #1 - Tampa Software Development• #2 - Web Application Development

Tampa• #1 - Tampa Software Development• #1 - Tampa Database Development

Case StudyKeyProwler.com – High Competition (National)

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I: $675 x 12 = $5,700

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ROI: +$2,000/Month5x Return

Top Performing Keywords: • #1 – Download Keylogger• #1 – Keylogger Dree Trial• #1 - Tampa Software Development• #1 - Tampa Database Development

Case StudyOCADVSA.ORG – Non Profit SEO

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I: $375 x 12 = $4,500

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ROI: average 10+ more requests for help/monthResult: Able to get more Funding.

Top Performing Keywords: • #1 - Domestic Violence Oklahoma• #2 - Oklahoma Women's Shelter

Clarity Trumps persuasion…. ~ Dr. Flint McGlaughlin, MEC LABS

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SECTION IV: WHAT MAKES A WEBSITE CONVERT?

What Makes A Website Convert?Convert Them to Gold!!!!

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WHAT IS A CONVERSION?

Your conversion rate is a measure of the number of potential customers that go on to complete a target goal on your site, such as a purchase or a request for quotation.

• Make the Navigation Easy and Consistent• Have a clear return policy• Help before you sell• Be Memorable and Different• Be Open, Honest and Credible

What Makes A Website Convert?Internet Marketing Expert Can't Give Away $100 Bills!

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I'LL SEND YOU A $100 FOR FREE!!!!

You just pay the cost of $10.95 to have it mailed to you by overnight delivery!!

My supplies of these $100 bills are limited if I run out your order will not be processed so act now!!!!!

Act now to get $100 (U.S. Currency) by overnight delivery!!!!!!

WHERE ELSE CAN YOU GET $100 FREE?

Click Here To Order Online

What Makes A Website Convert?Internet Marketing Expert Can't Give Away $100 Bills!

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• Too many exclamation points. • We don't identify ourselves in the ad. • Need to give credentials.• Need testimonials. • Give full contact info like our business address and phone

number to establish that we're "real people". • We need to explain WHY WE ARE DOING THIS.

WHY THE $100 GIVEAWAY FAILED….

What Makes A Website Convert?7 Second Rule

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Research supports that 7 seconds is the amount of time most people spend on a website before they decide to stay or leave when they don’t find the information they are looking for.

What Makes A Website Convert?7 Second Test

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1. Describe the company?2. State The Phone Number?3. Identify the target market?

SEVEN SECOND TEST

What Makes A Website Convert?7 Second Test

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What did you see?

What Makes A Website Convert?7 Second Test

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What did you see?

What Makes A Website Convert?What Makes Them Bounce?

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Bounce rates can be used to help determine the effectiveness or performance of a page.

An entry page with a low bounce rate means that the page effectively causes visitors to view more pages and continue on deeper into the web site.

What Makes A Website Convert?Why do they leave?

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1. Website Designer/decision maker is too focused on what THEY WANT and not focused on solving the customers problem.

2. The site is just plain ugly.

3. The site lacks familiar, consistent navigation throughout .

What’s in a Position?Why Landing Pages are important

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WHAT IS A LANDING PAGE?

• Dedicated to one “Keyword” or “Topic”.• Helps tremendously with conversion.• Sometimes called a “Lead Capture Page”• Target Specific Keywords with each Landing page• Captures the users attention in the “7 second window”

What’s in a Position?Landing Pages and Conversion Optimization

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• Optimized for 1-2 keyword(s)

• Keyword in Page Title, throughout text linked from homepage.

• Create Trust and Confidence

What Makes A Website Convert?Split it up!

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WHAT IS SPLIT TESTING?

Splitting the traffic between two or more versions of the same web page, measuring whether there is a difference in the effectiveness of that page in achieving the website’s goals.

Examples:• A different positioning of the shopping cart button encourages more

people to click it• A form with fewer elements, or different elements, encourages more

people to finish filling it out.

What Makes a Website ConvertWhat’s in a Color?

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WHICH BUTTON WOULD YOU CLICK?

21% Greater Conversion

Case StudyHow AMD used A/B testing to achieve 3600% increase in social sharing

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How Split Testing and Updating HelpsMoving the “Share button from the top to the left of the screen increased social sharing 3600%.

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Bounce Rate

What Makes A Website Convert?Let’s Talk Numbers

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SEO Traffic

Website

Conversion

$

1%-35% - SEO Ranking

20%-80% - Bounce Rate

1% - 3% - Conversion Rate

50% - Closing Rate

The biggest mistake you can make is continually fearing you will make one.

~ Anonymous

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SECTION V: CAN I DO THIS MYSELF?

Can I Do This Myself?Planning

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• Select the right keywords• Select the right domain name• Use keywords in file names and folders• Use your keywords in your page titles• Use keyword text in your navigation• Create useful keyword content - repeat often• Secure high quality incoming links• Use keyword text (not "click here") in your links• Create a site map• Remember, Consistency!

Get in touchWe are here to help!

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Phone: 931-302-1600

4399 35th St N, St Petersburg FL 33716 Email: info@apansoftware.com

Facebook.com/apansoftware

Twitter.com/apansoftware

Youtube.com/apansoftware

CONTACT US ON THE WEB

------ www.apansoftware.com

THANK YOU !FOR YOUR ATTENTION