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The Online Circles presentation to the CEO Institute on Internet Marketing
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INTERNET MARKETING
A CEO’S CRASH COURSE
1. Website Management.1. Search Engine Optimisation.2. Website management.3. Test. Measure. Refine.4. Online advertising.
2. Social Media.1. Monitoring & measuring. Research.2. Engaging.3. Leading. 4. Commercialisation.
3. Underutilised Strategies.1. Email marketing.2. Online articles.
IMAWorking with Search Engines
How they work?
Store
SEO – Building an Asset
The Online Circle’s 4C’s of SEO
Credibility Clarity
CurrencyCompetition
SEO – What is Search Engine Optimisation?
Onsite SEO and Offsite SEO
Basic Onsite SEO Factors
• Contextual Keywords• Title Tag ( with Keyword)• Meta Description ( Consistent with Title Tag)• URL’s• Keyword Density in body text• H1/h2/h3 Tags ( with Keyword)• Graphic Alt Text ( with Keyword)• Keyword Hyperlinks (anchor Texts)
Google categorises pages in 3 levels and so should you.
Informational
Transactional
Kevin Costner Biography
Kevin Costner DVD
Navigational Kevin Costner
Keyword Research: Buying Cycle
TRAVEL – 32,000 searches per month in Google AU
TOUR – 16,000 searches per month in Google AU
Keyword Research: What is really best?
Title Tags
Description Tags
URL’s
Canonical Redirection
These URLs are all different:
• www.example.com• example.com• www.example.com/• example.com/• www.example.com/index.html• example.com/index.html• www.example.com/Home.aspx• example.com/Home.aspx http://www.example.com/
http://example.com/
301or
Sitemaps – Robots – Other Considerations
Anchor Text / Anchor Links
Link Building
The Good The BadThe Ugly
Link Building – Ways Search Engines Judge the Value of a Link.
1. Internal vs. External2. Anchor Text3. PageRank4. TrustRank5. Domain Authority6. Diversity of Sources7. Uniqueness of Source + Target8. Location on the Page9. Topical Relevance10. Content & Context Assessment11. Geographical Location12. Use of Rel=”Nofollow”13. Link Type14. Other Link Targets on the Source Page15. Domain, Page & link-Specific Penalties16. Content/Embed Patterns17. Temporal / Historical Data
Building Links Strategies
• Blogging about new content or services
• Social Media
• Online PR
• Promotions
• Add your business to the local council or association
• Add your business to Google Maps / Google Local / Google Base
• Exchange IDEAS (not links) with your peers
Digital Brand ManagementSEOIt’s all about executing one
integrated strategynot 100 tactics
ROI on SEO – Management of Efforts
1.Establish Your Benchmark Positioning (ranking)
•Measure from time to time
2.Pages indexed
3.Monthly traffic stats
4.Unique vs. Returning
5.Referring Keywords (split – Brand / non-brand)
6.Establishing a larger number of touch points
7.Conversion rate (sign up / sales / subscriptions)
Remember
• 4 C’s Optimisation • SEO is not free (but it can deliver a high ROI)• SEO is a tactic but it requires a strategy• SEO is an asset - building it takes time• SEO changes constantly (keep updated)• No one can guarantee a #1 ranking on Google.
IMAInternet Marketing Academy
De-mystifying Internet Marketing for business people.
Websites – Site Structure and Content
225 min
Professional Design
Checklist:
• Accessibility• Identity• Navigation• Content
1
Website Optimizer
Website Optimizer
IMAWebsites – Advertising Online
330 min
Media Plan
- Objectives- Target Market- Where do they hang out?
PPC
PPC
SEO
Pay per click (PPC or CPC)
Pay per click AdvertisingSteps:1) Decide Goals
2) Decide Targets – Location, age, gender
3) Create Ads based on goals and target
4) Choose Keywords that will trigger your ads
5) Narrow by match types – Broad match | “Exact Match” | [exact term]
6) Decide on negative keywords
7) Daily budget
8) $ Click amount
9) Review
Pay per click Advertising
Tips to boost :1. Be careful with Broad Match
2. Be smart with your negative
3. Test different ads
4. Build separate campaigns for search and for contextual
5. Build a specific landing page
6. Build a relationship – free is the new currency
Landing Pages
• Affiliate Programs• Co Registration• Email Marketing• Online PR• Online Articles• Displays Ads• Widgets• Videos• Online Sponsorship• Reviews• Maps
Online Advertising
IMASocial Media 4
45 min
What’s Social Media and buzz?
What’s Social Media and buzz?
Social Media – Is Commercially Worth?
Companies are using social media for:•Brand awareness•Relationship with customers•News generation•Influence buy decisions•Research•Market Test•Lowering Costs
Okay, the theory makes sense. But
how do I move forward?
Create Activity Timelines
Melb
ourne S
eminar
Facebook Myspace
How many people 4.9m 1.9m
How long /month 3 hrs, 50 mins 55 mins
How often 14 + times month 5.6 + times a month
Majority Age 25-34 12-17
Source: nielsen-online
Decision Making
Step 3: Follow relevant metrics
Social Media – An integrated case study
FG Roberts – Manufacturer of Gluten Free Products
Goal: Sell more product
Strategic Objective: Build a Thought Leadership Position
Strategy
Step1) Build an online presenceStep2) Consolidate reputation Step3) Convert Online reputation to commercial value
Social Media – An integrated case study
FG Roberts – Manufacturer of Gluten Free Products
Blog –www.glutenfreehealth.net
Online Articles
Dedicated YouTube channel
Guest writer to nr 1 content website
WOM + Advocates -> Commercial Benefit
26-Jun 6-Jul 16-Jul 26-Jul 5-Aug 15-Aug 25-Aug 4-Sep 14-Sep
-25
-20
-15
-10
-5
0
5
10
15
20
25 3 Day Rolling Average
3 Day
Early warnings
You can Influence and reassume your position
Social Media SEO Online Advertising
Integrated Strategies
The Online Circle
De-mystifying Internet Marketing for business people.
Internet Marketing – Underutilised Strategies
7 KEY USES FOR EMAIL MARKETING
1. Use best practices and basic tests
2. Nurture leads
3. Resurrect dead leads
4. Boost user-generated content
5. Cut expenses, increase satisfaction, multiply sales
6. Sharpen autoresponding email strategy
7. Organise and rally grassroots teams
9 Things to remember when implementing emails
1. Not all graphics will be seen.
2. Alt tag copy is an art.
3. Don’t let graphics depress response.
4. A Call to Action in the reading pane.
5. Use your subject lines, sender name and “From”
6. Use pre-headers and snippet text wisely.
7. No web-like navigation with today’s mobile email.
8. Test with different email clients.
9. Find the best resources
Marketing Oriented Options. Online Articles
Leading the competition or playing catch up?
www.theonlinecircle.com