Marketing in a Recession: Internet Tactics

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18 Νοε 2013 (πριν από 3 χρόνια και 10 μήνες)

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Marketing in a Recession: Internet Tactics

Pete Kever

Principal & Co
-
Founder

GHI Internet Services

Agenda

1.
GHIIS Overview (1 minute)

2.
Internet Marketing Overview (2 minutes)

3.
Search Engine Marketing Overview (5 minutes)

4.
SEM Practical Steps to Take (5 minutes)

5.
Social Media Marketing Overview (5 minutes)

6.
SMM Practical Steps to Take (5 minutes)


GHIIS is an
interactive media firm

that:


Designs websites


Executes customized internet marketing campaigns


Develops SaaS solutions


Focuses on improving companies' online brands while
increasing their revenues.

GHI Internet Services (GHIIS)

We have …


1,000+ Clients …


Performed over 700 Internet Marketing campaigns


Domestic and International Design Teams; Global
Delivery Model


200+ Business Partners


9 years in Business … Largest Design & IM Firm in
Medina County


GHI Internet Services (GHIIS)


Search Engine Marketing (SEM), comprised

of organic Search Engine Optimization (SEO)
and Pay Per Click advertising (PPC)


Email Marketing


Social Media Marketing (SMM)


Online Advertising

What is Internet Marketing?

Why is Internet Marketing Important?



$204 billion:
Total U.S. Internet retail sales in 2008.



12 billion:

The number of searches performed
per month

on the Web.



172 Billion:

The number of email messages sent per day.



310 Million:

The number of combined Facebook and
MySpace users.



184 million:

The number of people who have started a
blog.

Source: ClickZ

Why is Internet Marketing Important?

E
-
Commerce sales were one of the few bright

spots for retailers in recent months:



In December 2008, Best Buy reported a 34%
increase in web sales over December 2007,
while in
-
store sales fell 6.8%.



In a March 2009 survey of 80 web retailers with
varying levels of annual e
-
commerce revenue,
58% said that their year
-
over
-
year web sales
rose for the first quarter.


(source: Internet Retailer)

Why is Internet Marketing Important?

Source: 2007 New Paradigm Global Study (Q825)

Which would you rather do?

Why is Internet Marketing Important?

Internet Marketing is
targetable

and
trackable
.


Targetable


reach exact markets with your
message, at the point in time they are researching
and making a purchase decision.


Trackable


get “instant” market intelligence from
your campaigns that is either impossible or too
costly to obtain in other media.

Why is Internet Marketing Important?


Start with only a few dollars per day and grow as
needed



Internet marketing is the “Rifle approach”, while
traditional media is a “Shotgun approach”



Data is empirical


you can track exactly how well it’s
working



Some valuable IM tactics, like Social Media, can be
done in
-
house, part
-
time

Search Engine Marketing (SEM) Overview

Search Engine Marketing (SEM) Overview

In Internet marketing,
Search Engine Marketing
, or SEM, is a set of

marketing methods to increase the visibility of a website in search

engine results pages (SERPs). SEM strategies include:


Search Engine Optimization (SEO)

attempts to improve rankings for
relevant keywords in search results by improving a web site's
structure, content, and relevant back link count.

Organic Search Results

Organic Search Results

Search Engine Marketing (SEM) Overview

In Internet marketing,
Search Engine Marketing
, or SEM, is a set of

marketing methods to increase the visibility of a website in search

engine results pages (SERPs). SEM strategies include:


Pay Per Click (PPC)

advertising uses sponsored search engine
listings to drive traffic to a web site. The advertiser bids for search
terms, and the search engine ranks ads based on a competitive
auction as well as other factors.

Organic Search Results

Organic Search Results


The market is shifting from a Nation of Sellers to a
Nation of Buyers


Significant sales channel with unmatched ROI than
many traditional sales channels / methodologies


Make the fastest growing companies in the world work
for you!


Inexpensive, proven ROI


It’s a 24 hour brand machine working for you all day
long

Why Should I Care About SEM?

Did you know…



The average web

site gets 73% more overall traffic within six months
of being optimized.


You can start getting targeted traffic for as little as $1 per day, within
24 hours.


Consumers view a search result for 1.1 second.


100% view the organic search results.


96% view the top (three) sponsored search results.


35% view the sponsored search results on the right.


Buyers

view more search results (10) and take more time to view the
results (11.4 seconds). They also focus on familiar brand names.


Information searchers

view fewer search results (8) and spend less
time on a result (9.4 seconds). They pay more attention to content
than to brand names.

Search Engine Facts


The best way to find new customers…

is to simply let them find you!



Search Engine Marketing (SEM) Overview

1.
Determine your goals.

2.
Set up web site analysis software.

3.
Research the keywords your potential audience is using.

4.
Write keyword
-
rich copy using plain page text. Update that copy often.

5.
Make sure every page in your site is reachable from at least one static
text link.

6.
Write keyword
-
rich Title tags that are relevant for each page.

7.
Write keyword
-
rich META Description tags that are relevant for each
page.

8.
Get links from other sites that are similar to yours.

Search Engine Optimization: 8 Tactics

To Build Your Traffic & Brand

1. Determine your goals


Some examples might include:



First page ranking in Google for keywords related to your services


Increase traffic to your site by 50% from local community


Get 10 new program registrations per month


Get 10 more contacts from the web site per month


Get 10 more newsletter signups


Track the number of people who view a certain page on the site

Search Engine Optimization: 8 Tactics

To Build Your Traffic & Brand

2. Set up web site analysis software


No

web

site

traffic

analysis

software?

You

are

flying

blind!


Your host can normally install a free or low
-
cost system.


Google Analytics is free of charge,
www.google.com/analytics

-

and includes many features found in higher
-
priced commercial
systems.


Some traffic analysis software can run into tens of thousands of
dollars.


Search Engine Optimization: 8 Tactics

To Build Your Traffic & Brand

3. Research keywords


Creating an effective search engine marketing campaign means

attracting visitors to your site with keywords that are most likely to

convert them!


Never assume

the keywords your potential customers will use.

Invest in an SEM campaign using the wrong keywords


and all of

your efforts are in vain.


Search Engine Optimization: 8 Tactics

To Build Your Traffic & Brand

3. Research keywords


Keyword research tools:



Google


use the free Keyword Tool at
www.google.com/keywords

and
Google Trends at
www.google.com/trends
.



Wordtracker



subscription
-
based web site that contains samples of
searches:
www.WordTracker.com



Keyword Discovery



subscription
-
based web site that contains samples of
searches along with geographic data:
www.KeywordDiscovery.com


Search Engine Optimization: 8 Tactics

To Build Your Traffic & Brand

4. Write keyword
-
rich copy using plain page text



Plain page text is the text that you can select on your web pages



It does not include images, Flash or videos. You can use these,
but don’t put important keywords only within an image



Search engines are not “smart” and they are mostly “blind”



Search Engine Optimization: 8 Tactics

To Build Your Traffic & Brand

5. Make sure every page in your site is reachable



If your host provider is unreliable, it can hurt your Google rank



Put plain text links in the footer navigation of your web pages



Make your logo a link back to your home page



Create a site map for your visitors and a site map feed for spiders


Search Engine Optimization: 8 Tactics

To Build Your Traffic & Brand

6. Write keyword
-
rich Title tags




Search Engine Optimization: 8 Tactics

To Build Your Traffic & Brand

7. Write keyword
-
rich META description tags


Found in the <HEAD> area with the <TITLE> tag.


<META
name="description" content=

Marketing Verbiage Here.

>


Search Engine Optimization: 8 Tactics

To Build Your Traffic & Brand

8. Get links from other sites that are similar to yours


Good starter links are:



Chamber of commerce and other associations


Current offline partners


Sites that already mention you, but don’t link


Standard free directories, like Yahoo!

Search Engine Optimization: 8 Tactics

To Build Your Traffic & Brand

8. Get links from other sites that are similar to yours


Some advanced link
-
building tactics include:



Links from social media destinations, like bookmarking sites


Links from associated/partner sites


Syndicated content distributed via blogging, press releases


RSS Feeds


Paid text links


Search Engine Optimization: 8 Tactics

To Build Your Traffic & Brand

Bottom line….


A site that is well
-
organized, updated with useful content

and that contains the keywords that your audience uses to

search for your services, will rank better and attract more

of the right kind of visitors.

Search Engine Optimization: 8 Tactics

To Build Your Traffic & Brand

Social Media Marketing (SMM) Overview

Social Media Marketing (SMM) Overview

OR….

Let’s see if Pete can cram 50 hours’
worth of information into 10 minutes!

Social Media Marketing (SMM) Overview

Social media marketing

is the process of promoting a
site, business or brand through social media channels by
engaging and interacting with existing consumers or
potential consumers.

Social Media Marketing (SMM) Overview

Search engine marketing
= online sales & advertising

Social media marketing

= online branding and “PR”

Social Media Marketing (SMM) Overview

Social media marketing

= higher search engine
rankings

Building a presence in the social web is all about
reputation and branding. Most of the web's top ranking
websites maintain strong brand recognition in their
respective industries.

Why is Internet Marketing Important?

This generation has grown up on computers and the Internet, and…


Will never read a newspaper but attracted to some magazines


Will never own a land
-
line phone (and maybe not a watch)


Will not watch television on someone else’s schedule much longer


Trust unknown peers more than experts


For first time willing (2005) to pay for digital content. Never before.


Little interest in the source of information and most information aggregated.


Community at the center of Internet experience


Think not interested in advertising or affected by brand, but wrong.


Everything will move to mobile


Less interested in television than any generation before


Want to move content freely from platform to platform with no restrictions


Want to be heard (user generated)


Use IM. Think e
-
mail is for their parents

Source: Lev Gonick, Case Western Reserve
University

YouTube = 10 percent of all internet traffic

(source: Ellacoya Networks)


Five of the top 10 websites are social

(source: Alexa)


Over 100 million blogs exist


(source: Technorati)


120,000 new blogs launched every day

(source: Technorati)


1.5 million posts per day (17 per second)


(source: Technorati)


Social Media Marketing (SMM) Overview

Source: Lev Gonick, Case Western Reserve
University

vs.

Myspace.com beat MTV.com

Social Media Marketing (SMM) Overview

Source: Compete.com

Rule #1:


Don’t Panic! It’s Still Early!

Social Media Marketing: 5 Tactics

To Increase Your Brand

1.
Does social media make sense for you?


2.
Research where your markets / audiences “hang out.”


3.
Setup profiles.


4.
Start writing a blog & build an online “press room”.


5.
Start forming relationships.

Social Media Marketing: 5 Tactics

To Increase Your Brand

1.
Does social media make sense for you?


Ask yourself…



How would social media fit into my overall marketing strategy? Does
it align?



What are the specific advantages of blogging? Social networks?
Twitter? What are the drawbacks of each?



Should I consider outsourcing my social media marketing if I don't
have the time?



Am I willing to be more open with my customers and give them the
ability to communicate more freely with me?




Social Media Marketing: 5 Tactics

To Increase Your Brand

2.
Research where your audiences “hang out.”


Top social network destinations are:



Facebook (MySpace is for teens and music lovers)


Twitter


YouTube


LinkedIn


Digg


Delicious


Flickr


Blogger



Social Media Marketing: 5 Tactics

To Increase Your Brand

2.
Research where your audiences “hang out.”



Do a search on Technorati (
www.technorati.com
) or Google blog search
(
http://blogsearch.google.com
) for blogs that mention your services.



Do a search on Google for “[KEYWORD”] and “FORUMS”.



Search Facebook and LinkedIn Groups for keywords related to your
services.



Use Tweetscan and search.twitter.com to learn what people are saying about
you or services like yours, and to find like
-
minded people.



Search YouTube using related keywords.

Social Media Marketing: 5 Tactics

To Increase Your Brand

3.
Setup profiles.



Profile setup takes minutes, and is free of charge.



Works best when done at a “personal” level rather than “corporate”.



Even if you don’t build out a profile, it’s best to grab the “address”
while its available.

Social Media Marketing: 5 Tactics

To Increase Your Brand

4.
Start writing a blog & build an online “press room”.



Your blog is the cornerstone of your online PR efforts, and you should have
several “content experts” who write for it on a regular basis



Content can be syndicated via RSS to other social networks, “partner blogs”
and other tools like Twitter



Optimize your blog’s content around keywords and then link those keywords
to corresponding web pages



Your press room should contain press releases, basic company info, links to
blogs, social media accounts, etc.


Social Media Marketing: 5 Tactics

To Increase Your Brand

5.
Start forming relationships



You cannot “fake” good social networking



It’s just like a real world networking event



Show that you care for your audience, and they

will respond positively



Monitor blogs and micro
-
blogging networks for

feedback



Have fun, make friends and stay involved



Social Media Marketing: 5 Tactics

To Increase Your Brand

Top Social Media Sites

Facebook

www.facebook.com



A social networking site where people can join similar
groups, share photos and connect and interact with other
people.


Just reached 200 million users


Companies can set up a Facebook Page, a Group, and/or
a Fan site


Groups allow you to send occasional “mass” emails


Personal, not corporate

Top Social Media Sites

Top Social Media Sites

Twitter

www.twitter.com



“Micro
-
Blogging” site, where members post “what they are doing” in
140 characters or less.


Traffic has gone from 1 million monthly visitors in March 2008 to 14
million visitors in March 2009.


Secure your name & brand…Twitter.com/YourName


http://Search.Twitter.com

is a real
-
time search engine


up to the
second “buzz”.


Post quick press releases, updates, and helpful info.

Top Social Media Sites

Top Social Media Sites

YouTube

www.youtube.com



Free searchable video sharing site


Now the world’s second largest search engine


72 million monthly visitors


Create your own channel


Showcase products, testimonials, how
-
to videos



Top Social Media Sites

Conclusion

Download this Powerpoint:


http://www.ghiis.com/brunswickcoc


Twitter:
http://twitter.com/PeteBKay