1. Internet Marketing for your Business
Kat Gritzmacher

2. A bit about me
3. The Internet & Business
63 % of Adult American households have broadband (up 8% from last year)*
74% of all Americans use the Internet*
7% of all adults cut back or cancelled online service due to the recession while 22% of adults cut back TV or cell phone service*
2009 Facebook: 276% growth among 35-54 year olds**
Over 55% of American adults buy stuff online
*Pew Internet & American Life Project
**iStrategy Labs.com
4. Just Having a Web Site is NOT enough!
Is your web site just hanging out?
Why would anyone want to visit your web site?
How will people find you?
How do you capture them when they do visit?
Do your other communications drive traffic to your web site for more information or to purchase a product?
Hmmm..
5. Terminology & Definitions
Search Engine Marketing (SEM)part of internet marketing that refers to visibility on SERPs (search engine results pages)
Organic Searchunpaid listings; natural search, FREE
Paid Search (PPC)paid inclusion in search engine results
EXAMPLE
Search Engine Optimization (SEO)the process of improving the volume or quality of traffic via organic or natural search. SEO can target different kinds of search: image, local or industry specific (vertical search engines: i.e. SimplyHired.com is a job search engine)
6. Local Searchrefers to searches specific to a geographic location against a database of local business listings. Example: Ely MN Resorts
Geo-targetingthe process of limiting paid inclusion to searchers in a specific location. Example: you are a print shop and only want to advertise to people in Minnesota
Web Analyticssoftware that measures web traffic including visitor tracking, navigation patterns, etc. Google Analytics, Clicktracks
Banner adsgraphical ads that display on web sites
SERPsSearch Engine Results Pages
7. PPCPay-per-clickthe most popularform of web advertising (pay per impression, pay per action)Google Adwords, Yahoo! Search Marketing
Impressionshow many times an ad is shown
Click Through Rates (CTR)number of times an ad is clicked
Landing Pagealso known as a lead capture page is a page that appears when a customer clicks on an ad or SER link; used to measure effectiveness
Conversion Ratepercent of visitors who completed a desired action
8. Social Media/Social Networkingonline content created by people. People share, information, comment and interact using social media platforms. A fusion of technology and sociology.
9. RSS (real simple syndication)also called a feed, its the process of publishing frequently updated content in a standardized format. Usually feeds are aggregated in a feed reader such as Google Reader.
10. SEARCH
11. Think like a Search Engine
Keywordsnobody searches for Home
Research keywords related to your product or serviceAdwords keyword tool, Wordtracker
Choose the right keywords
Optimizing your web site (SEO)
What makes your site relevant to searches?
Content is KINGsearch robots read and analyze TEXT
H1 Headings
Title Tags
Bold/Italics/Bullets/Subheadings
URL
Anchor TEXT
Link Building: If no important web sites think youre important, youre not.Page Rank
12. 13. 14. Examples
http://moosetrackadventures.com Best
http://grandelylodge.com GOOD (1st page Google)
http://www.stonyridgeresort.com/ OK (4th page Google)
http://www.shagawainn.com/ BAD
http://www.brownfamilylaw.com/ GOOD (1st page Google)
http://www.copepeterson.com/ Um lets look
15. Local Search
Ely MN Outfitters
Using local search to boost traffic
Google Local Business Results
Yahoo! Local
Merchant Circle
Other directories
The percentage of mobile searches that have local intent will increase from 28 percent in 2008 to 35 percent in 2013.
Currently there are 54.5 million mobile Internet users in the United States, representing 25 percent of online users.
Approximately 15 percent of iPhone applications are local.*
*http://kelseygroup.com
16. PPCPaid Placement on Search Engines
What you dont get in organic results, you can supplement with PPC
Getting started with PPC
Create GOALS & OBJECTIVES
Create a budget & estimate ROI
Choose keywords
Write ads relevant to keyword targets
Be sure your landing page has supporting content AND Conversion Measures are in place to measure your ROI
17. Conversions
WHAT desired action do you want the visitor to take when he arrives at your Landing Page?
Subscribe to your email newsletter
Download a brochure
Fill out a form for more information
Register as a member
Buy a product
DONT just send everyone to your home page and expect them to search your site RELEVANCY
18. SEO and PPC: Create a Balance
SEO is not a ONE TIME processongoing
What you cant achieve organically, try to supplement with Paid Placement (PPC)
Trial and error
Track conversion rates and analyze traffic patterns and behaviors
Check Analytics frequently
Calculate ROI
19. http://www.bplans.com/business_calculators/ppcroicalculatorwindow.cfm
20. Email Marketing and RSS
21. Dos & Donts
Permission marketing: Your customers WANT to get your information
SPAM is illegal
Use an email marketing program so you can track your efforts
iContact or Constant Contact
Measure opens, clicks and subscriptions
Provide USEFUL informationdont try to hard sell or theyll unsubscribe
22. Make it easy to subscribedont require a ton of personal info and be sure to have a privacy policy
Use FEEDBURNER if you update your content frequently; subscribers only get one email/day for any updates made that day
Enable RSS on your site
23. Creating your Message
Dont give away the farm!
Use as a traffic drivergive them a reason to click
Content in newsletter should tease them
Have fun and be sincereknow your target audience
Dont write a bookpeople dont READ emails, they scan them
Visit: http://copyblogger.com for tips on writing for the web, iContact
24. Gaining Subscribers
Make it EASY to subscribe and create the subscription area on several pages
Tell people what theyre going to get
Tips & tricks
Coupons
Sale notices, etc.
Send confirmation email of subscription
Opt-in and Double opt-in..I go for single
25. Blogging
What should you talk about?
Why bother?
Provide useful information to your audience
Are you a mechanic? Teach them about warning signs and tips on saving money.
Public Relationskeep people informed about whats happening in your company
Communicate news, trends or experiences
Become an authority about your business
26. Dont write a book: keep posts short and use sub-headings to make it easy to scan info
Focus on keywords and search phrases related to your business
Blog CMS are easy to set up and managelike using Word
Add on to current web site
Software is FREE!
Typepad
Wordpress (recommended)
Moveable Type
Blogger
27. Social Media
Just have a conversation
28. Social Media
Use social media platforms to connect with your customers and drive traffic to your web site
Create goals and objectives
Its free but takes time to do correctly
Dont try to push or hard sellyou dont have to talk about yourself all the time
Share ideas with others in your industry
Dont be lameits ok to be fun and real; no cheesy sales pitches
29. Dont try to do it all yourself: get co-workers you trust to help out but have a content policy
Consider social media advertisingvery targeted and similar to PPC on search engines (but a little expensive)
Facebook
Activity=Effectiveness
Examples:
Daves Pizza
Eveleth 4th of July
Labovitz School of Business
30. Developing your Strategy
Set Goals & Measurable Objectives
What do you want to achieve with your internet marketing?
Sales
PR
Permission marketing
How does IM work with your traditional marketing?
Know your audience
31. Choosing your tactics
32. Resources
Books I recommend:
Search Engine Marketing, Inc. by Mike Moran & Bill Hunt
SEO for Dummies, PPC for Dummies
Blogs to Read:
SEM
SearchEngineLand.com
SearchEngineWatch.com
SEOBook.com
Online Marketing Blog (TopRankBlog.com)
SEM Geek.com
Blogging
CopyBlogger.com
33. Contact Me
Kat Gritzmacher
Kat@RangeBuzz.com
218-780-1839
Thank you!