Advanced Internet Marketing
Techniques
Silicon Valley SCORE - 2015
Kevin Dean, Internet Marketing Consultant
WSI Net Advantage (510) 687-9737
www.WSINetAdvantage.com
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Maximizing Return on Web Investment Map
SEARCH
•Local
•SEO
•PPC
•Video
Analytics
Website
•Updates
•Services
•Tools
•Flexibility
Competitive Environment
•Strategies
•Tools
•Quality
•Conversion Style
•Access
NEWS
SOCIAL MEDIA REPUTATION LETTERS
Traditional
Media
Sales
Team
•Blogs
•News
•Reviews
•PR
•Forum
•Yellow Pgs
•Magazines
•Newspaper
•Community
•Visibility
•Calls
•Demo
•Trade
Shows
•Mail
•Monitor
•Contribute?
•Yelp
•Twitter
•Industry
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
•Lists
•Clients
•Segment
•Frequency
•Track
To Be Successful, You must Be Found!!
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Word Of Mouth Marketing
It’s Almost FREE!
Talk about your website to everyone you know
Articles, press releases or advice columns!
Business Cards - ALWAYS
Ads, association memberships, sponsorship,
events, banners, magnets
• Packaging – bags, boxes, bottles, labels, receipts,
invoices, notepads…
• “Guerilla Marketing” by Jay Conrad Levinson
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WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Integrate Your Marketing
Send a Consistent Message
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EMails, post cards and notices
Stationary, Invoices, Receipts
EVERY Business Card!
Labels, Hand-outs, Checks
Graphical Links between members
• Does your website resemble your other forms of
marketing? Color, language, attitude, flair?
• Is your service personal? Have a GOOD picture!
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Email Signature File…
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
It Starts with a Website
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
And How People Use It
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Don’t Forget Mobile!
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Search Engines Play A Huge Role in Marketing
• Search Engines work for the
Searchers
• Goal: “Provide the best
search RESULTS”
• Ignoring search engine
marketing usually makes a
website a waste of time and
money
Source: comScore aSearch 2.0
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Traditional Search Traffic
Advertising
Google +
Natural Search
Directories
Blogs and Social
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Heat Map
Understand
searchers’
tendencies to help
set your expectations
Position Determines
• Cost of Click
• Difficulty /
competition
• Visibility
• Potential Traffic
www.eyetools.com
Use Local Search Results!
Ex: “plumbers San Jose”
• Claim your local listing
• Ensure your information is
correct and consistent
• Google +
• Yahoo
• Bing
• Yelp
• CitySearch
• Look for More!
• It’s Free!
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Google +
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Marketing Starts with the
Right Keywords
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Broad popularity
Niche opportunities
Localization
Questions
Where in the Buying Cycle
Familiar phrases / slang
Technical versus common words
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Sources of Ideas
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Google AdWords Keyword Tool
Wordtracker.com – Keyword Tool
Wordtracker.com/Labs
Competitor sites
Call a prospect or client
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Keywords might mean
different things on different
Search Engines!!
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
How soon before the purchase does research begin?
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Source: Enquiro & Marketingsherpa
Sources of Ideas – Your Competition’s
Meta-tags and Content
<title>San Jose Plumbing :: San
Jose, CA</title>
<meta name="description"
content="Sewer and drain
cleaning, all plumbing repairs,
San Jose, California.">
<meta name="keywords"
content="san jose, california,
plumbing, sewer, drain cleaning,
repairs">
22 Incoming Links
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Traditional Search Traffic
Pay Per Click Ads
(PPC)
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Pay Per Click
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Instant visibility
Uses same keyword tools as natural search
Selective or broad reach
1 or 1000’s of keywords
Ad testing, Video, network / search
Localize or national
Lots of metrics available
Like a faucet (On and Off!)
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Cost Per Clicks and Competition
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Landing Pages
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Create web page content from
each section of the Special
Report
Add to the website and link
through to the special report
Landing Page
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Good Page Layout Based on Research
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
www.eyetools.com
Test Different
Landing Pages
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Search Engine Optimization
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
What to Talk About?
Importance on a scale of 1 to 7
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Source: Enquiro & Marketingsherpa
Steps to SEO Success …
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Understand that SEO is important
SEO landscape going forward
Content Marketing - the perfect blue print
The Perfect Page - get your content found
Content that creates conversation
Reputation Management – Be in lots of places
Digital Marketing Plan – putting it all together
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Understanding SEO Basics
1.
Make your TEXT readable
2.
Use words a BUYER uses
3.
Use a Title
4.
Use a Description
5.
Incoming Links
6.
Use your keyphrases
7.
Alt-Text, internal links, Headers
8.
Keyphrase in URL, image titles
9.
Know your competition
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Where Are They On Your Site?
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Title
Description
H1, H2 Tags
Content
Alternate text
Image titles
Link tools
Link text
Site Maps
Localization
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Content Marketing…
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
What Is Social Media
social
media is basically a
conversation
hi
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
social
media
whats up?
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
SEO & SMO Work Together
• Just adding pages and pages
of content as an SEO strategy
may not cut it anymore
And I’m SMO.
Hello. I’m SEO.
• Social Media is the new way
to take your SEO strategy to
the next level
• Social Media increases the
number of high quality links &
targeted traffic
Source: eMarketer data April 23, 2009
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
A step by step approach…
• To Social Media Heaven
• That is repeatable
• That you can use yourself
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Have Goals and Measure Them
Must include big picture goals, and more
near term task specific goals
The preference is for goals to be measurable
The goal package should include “stretch
goals”
Examples include:
Number of connections
Number of mentions
Volume of content produced
Sentiment Ratio
Conversion rate to Webpages
Velocity of progress vs. competition
Revenue on demand conversion rates
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Use of Social Media Today
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Your Resources vs. Sources of Information
How many is too many?
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Blogging – Be a Thought Leader
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Social Media Optimization…
Google picks up many
social media sources
automatically
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Pages
Contests
Interaction
Advertising
Social Mentions
Need followers!
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Facebook Advertising
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Targeting Demographics
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
LinkedIn…
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Add Thorough Information
Create a Company Page
Link to friends and acquaintances
Join Groups
Post blogs
Add “ideas” for conversation
Keep in Touch
Advertise
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Twitter tweets…
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Your company now has a way
to express a personality, and
an opinion
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Manage Your Reputation
Ask Your Clients to Chat
About You!
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Customer Ratings Mean a Lot
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Targeted Websites are Opportunities for Display Advertising
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Try Affiliate Marketing
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Online Press release…
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Article marketing…
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
YouTube and SlideShare
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
YouTube…
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Newsletter…
Monthly /
Quarterly
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Subject Line
1
Latest Trends in Internet Marketing
2
New Tools Make Website Management Easy
3
Choosing the Right Keywords for your Products
4
Why are There So Many Marketing Options?
5
Best Website Improvement Projects
Customer Contact Model…
Your Digital Plan
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Themes
Metrics – Is it Paying Off?
Method
Paid Search
SEO
Social Media
Clicks / Visitors
Number of Sales
Value of Sales
Leads
Page Impressions
Profit Margin
Branding
Position
Telephone
Lifetime Value
Source: data provided to eMarketer 4/23/2009
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
Maximizing Return on Web Investment Map
SEARCH
•Local
•SEO
•PPC
•Video
Analytics
Website
•Updates
•Services
•Tools
•Flexibility
Competitive Environment
•Strategies
•Tools
•Quality
•Conversion Style
•Access
NEWS
SOCIAL MEDIA REPUTATION LETTERS
Traditional
Media
Sales
Team
•Blogs
•News
•Reviews
•PR
•Forum
•Yellow Pgs
•Magazines
•Newspaper
•Community
•Visibility
•Calls
•Demo
•Trade
Shows
•Mail
•Monitor
•Contribute?
•Yelp
•Twitter
•Industry
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737
•Lists
•Clients
•Segment
•Frequency
•Track
IN CONCLUSION
•There are many new and exciting Internet Marketing
opportunities
•All provide challenges, none are truly “free”
•Break up the content into various social media bits
•Optimize the content
•Drive to Landing page
•Measure results
•Try Different Methods
•Get Help
Summary & Questions
WSI Net Advantage/ Kevin Dean © 2015 (510) 687-9737