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Internet Marketing Guide for Small Businesses
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Tatiana WalkerLynnwood &02/07/2011
What You Will Get From Attending
1. Know EXACTLY what Internet Marketing is2. Know why it’s VITAL to your success.3. Leave with an Action Plan4. Have FUN!
Introduction What Is Internet Marketing Anatomy Of A Web Site How To Build A Website Outsource Your Web Site Design Email Marketing and List Building Driving Traffic SEO, SEM and PPC Local Directories Blogging Online Classifieds Video Outsourcing Traffic
75% of Americans use search engines on a regular basis 56% of Americans use Search Engines every day 40% of all search engine searches are for local
businesses and services
(WebVisible/Nielsen Study 2008)
Internet Marketing Defined Really Focus On The Marketing Part
◦ As drivers, we don’t need to know how to change our oil. We still get it done.
Don’t Feel You Have To Know How To Build A Computer To Market On The Internet
Branding – Traditional Marketing◦ McDonalds, Apple, Bank Of America. No Direct
response. Meant to make you a familiar face.◦ This is not what we are after.
Direct Marketing Infomercials, Calls To Action, Trackable, Direct
Response. Meant to generate an action by potential customers.
This is our goal. Transactions.
What do you want to be known for What is your expertise
Think In Terms Of Elevator Speech
Not I’m a _________
I help _________ by ___________
Who Are Your Competitors
How Do People Look For You
Where Are Your Customers
From what Product Or Service Do You Make The Most Money
What would you type in the search engines to find your product or service?
Probably not “city real estate”
Probably “city rental homes” or “sell my house fast city name” or “city first time home buyer assistance”.
You want quality visitors not necessarily quantity.
Survey question: What information do you expect to find when searching for local businesses online?
Traffic + Conversion =Customers
Miss One Of The Variables You Get Squat
GoDaddy.com 1and1.com Register.com Namecheap.com Networksolutions.com
Get a .COM! Keep It www.ShortSweetAndSimple.com
Trick question There is no main purpose There is a SOLE purpose To generate a customer
Generic Templates◦ Ibuilt.net◦ GoDaddy Website Tonight
Generally $5 - $20 per month
Easy to use (sometimes)
Weebly.com Wetpaint.com
Elance.com Scriptlance.com RentACoder.com 99Designs.com – Graphic design Odesk – Virtual Assistants
H1 and H2 Tags Bold and Links Avoid Click Here Text Important key phrases sprinkled in content Do not stuff keywords Take advantage of footer text
Aweber.com
IContact.com
ConstantContact.com
Benefits are SPAM compliance, better deliverability, easy to segment your lists.
Driving Traffic SEO, SEM and PPC Local Directories Blogging Online Classifieds Outsourcing Traffic
Having a website alone accomplishes nothing
Like a Cell Phone without serviceHaving a website alone accomplishes nothing
Like a Cell Phonewithout service
Traffic + Conversion =Customers
Search Engine Optimization is the process of improving the volume or quality of traffic to a web site from search engines via "natural” or "organic" search results.
Generally done in the coding of the website. One of the slowest and tedious ways to get ranked well in the search engines
Always a guessing game. Search Engines Won’t tell anyone how they rank sites.
SEO is sometimes contrary to good marketing principles.
Search Engine Marketing promotes websites by increasing their visibility in search engine result pages (SERPs) through the use of paid placement, contextual advertising, and paid inclusion.
Can achieve front page visibility very fast.
Can drive targeted traffic very quickly.
Can be very expensive if done wrong (or right sometimes)
Pay Per Click advertisers pay their host only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market.
Google Adwords and Yahoo Search Marketing are
Using the power of authority sites to drive traffic to your local business
Off page optimization for your keywords at little to no cost
Requires some maintenance but worth the results
Be findable in multiple places when local consumers look for your product or service
Using the power of authority sites to drive traffic to your local business
Off page optimization for your keywords at little to no cost
Requires some maintenance but worth the results
Be findable in multiple places when local consumers look for your product or service
What You DoNot Who You
Are
Ad Titles Are KeyWhat You Do – Not Who You Are
Remember, social media sites like Facebook, MySpace and Twitter are designed for SOCIAL interaction.
You don’t want to be the guy at the part trying to sell insurance. Let people know what you do but don’t make it the focus of your presence.
You will quickly lose followers if you are all business.
Basic blogs can be setup for free with Blogger or Wordpress.
Blogs are easy to setup and very search engine friendly.
Can be a mix of social and business.
Great way to share expertise and build credibility.
Blogger.comWordpress.com
Animoto.com
Tubemogul.com
metacafe.com
youtube.com
Dailymotion.com
Web site hosting accounts have traffic stats You cannot rely on Website statistics
exclusively If you are marketing on the internet properly
a lot of consumers may never make it to your website before contacting you
Just like with Yellow Pages, Billboards, Mail, TV, Radio…
You must ask your customers how they found fort the most accurate results
Virtual AssistantOdesk.comElance.comScriptlance.com
Craigslist postingBlog EntriesLink Campaigns
