10/3/2012 1

Internet Marketing Pitfalls

& Goldmines

Kat & Mouse Co.

Internet Marketing Services

9-4-12

10/3/2012 2

Agenda

Introduction

Website Pitfalls & Goldmines

Social Media Pitfalls & Goldmines

SEO Pitfalls & Goldmines

Email Pitfalls & Goldmines

Paid Ad Pitfalls & Goldmines

Messaging & Content Pitfalls & Goldmines

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Internet Marketing is constantly changing Google search engine

Facebook features

More and more social media & sharing sites

Customers EXPECT video on your site

Pitfalls & Goldmines

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Pitfalls & Goldmines Basic principles of marketing are lost

How to keep up?

Measurable goals

Investing wisely

Reading online

And. . . . . coming to our workshops!

Today we’ll review highlights. . .

Even more info in workshops

Website Pitfalls

Rushing to market Failing to establish goals and develop

accordingly

Market research

Keyword research

Persona development

Individual page goal setting

Content development

Website Pitfalls

Pretty design

Is not enough?

Can be too much

Can get in the way of goals and usability

Websites in a day – Pretty is is not as

pretty does

Website Pitfalls

Layout & Navigation

Can block goals and inhibit sales

process

Interferes with SEO

Website Pitfalls

Copy

Beware of welcome

No value proposition or too many

No memorable brand experience

No call to action

Website Pitfalls

Competitors just a click away

Website Goldmines Wordpress

Marketing and optimized copy to capture and convert

Ready-made plugins

Contact forms

Lead capture

Integrated blog to establish authority and for SEO

Videos

Social media plugins

Live chat, “Call Now” buttons and tools

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Social Media Pitfalls

Too many sites! Easy to waste time Learning curves are steep, things change! How much time should you spend on each?

Posting with no plan or goals “Random” posts ok in moderation Are you telling a story?

Focusing on “Likes” Misusing personal v. business sites Failing to get engagement Paying for unnecessary subscription tools like Deluxe Social

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Social Media

Goldmines Focusing on your target customer

Who is enjoying your site?

What should they do next?

“Sign up for our newsletter”

Getting customer to visit your website

Special offers customers will want to share

Using video & photos

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Social Media

Goldmines Establish authority

Build relationships

Provide customer service

Get referrals

SEO Pitfalls Not doing it at all

Not getting enough for your investment

Under investing

Falling for phone calls from “Google”

Falling for inexperienced SEO consultants

Falling for false promises

Requires research and know-how

Going to sleep

SEO Goldmines Google+ (Places)

Inbound links

Social media aka SEOcial

Blogs

Website SEO tools and plugins

Google analytics

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Email Marketing Pitfalls Over-use of email

You don’t want people to opt-out

No more than once a week

No more than one special offer a month

Using email address without people’s opt-in

Overly busy emails

Multiple calls-to-action

No landing pages for offers

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Email Marketing Goldmines Using newsletters instead of promo emails Promoting offers using more than one vehicle Repeat on Social Media Repeat on Website Repeat with Landing Page Repeat with Paid Ads

Email is a gift – what do they WANT to hear? Talk about your customers & partners Keep it fun

Paid Ad Pitfalls Thinking it costs too much money

Putting your money where there’s no traffic

Yellow Pages

Private networks

Paid directories

Irrelevant landing pages

No calls to action

No relation to ad

Poor click-through rate

Reach Local

Paid Ad Goldmines Conversion rate optimization

Keeping an eye on analytics

Local directories - Yelp, Facebook, Twitter,

Angie’s List, Yext

Stay tuned to Google+

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Messaging & Content Pitfalls Too many message per communication Too many messages on website Too many value propositions Over-kill of content Not enough content No regular changes to content on Website Not enough 3rd-party content No “proof” content

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Messaging & Content

Goldmines Online a few things differentiate your business

Know your competition

What do you do better?

What proof do you have?

Talk about what you’re great at – nothing else

Talk to your target customer – no one else

Leverage 3rdparty content

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Maggie’s Conclusion Keep it simple & short

Educate yourself! Do your reading & listen to experts.

Find your target, then focus on it

Don’t change the messaging

Vary the special offers

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Kathy’s Conclusion Educate yourself! Do your reading & listen to

experts.

CHASE CUSTOMERS NOT RANK!

You’re never done. Keep improving.

Don’t be the hare.

Stay one step ahead of the competition.