How to Win the Online Marketing Game - For Ignitors 2014
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The document is a presentation by Coryon Redd introducing online marketing strategies as part of the Sierra Commons Ignitors course in fall 2014. It covers topics including the importance of having a persuasive website, content marketing, search engine optimization basics, and tools for market research. The presentation emphasizes the need for effective online presence and outlining steps to enhance marketing efforts for business growth.
How to Win the Online Marketing Game - For Ignitors 2014
- 1. Presented by: Coryon Redd coryonredd@coryon.com www.linkedin.com/in/coryonredd 1 Win the Internet Marketing Game Introduction to Online Marketing For Sierra Commons Ignitors Course– Fall 2014 View this presentation online at: http://www.coryon.com/business-ignitor-2014
- 2. Can Online Marketing Grow Your Business?
- 4. What is Internet Marketing?
- 5. Let’s Start with the Basics: • Start with a persuasive website • Website visits from many sources Search Engines (SEO) Social Media Video Email Pay For It – Sponsored Search, Facebook Lots More Options
- 6. What is Content Marketing?
- 7. Content Marketing is: Audience Focused Communication Branding Relevant and Valuable Informative and Interesting Content Marketing isn’t:
- 8. Tools to Research Your Market: Survey Your Market Create Personas Keyword Research SocialMention.com Research Competitors
- 10. A Bit About Me My name is Coryon Redd. I like to do business. Founder of Batteries4less.com and Coryon.com Internet Marketing. I like to travel. Grabbing the tigers by the tail in Thailand. I like to teach. Teacher of the Year Award in 2014. I love my family. My 3 kids - Julia, Kleo and Gulliver. I’m also a solar consultant for SunPower by Alternative Energy Systems. For me that means, putting more solar power plants on more roofs to offset global warming.
- 11. PART 1 - We’re Ready to Roll! What will be covered: 11 • What a website is supposed to do and how to do it! • Real world examples and low hanging fruit. • Lots of references for you to learn on your own. • http://youtu.be/hF515-0Tduk - Succinct description of SEO • How people make money with social marketing and videos - cute cats and blended iPhones. (Go watch “Will It Blend” on Youtube…)
- 13. 13 Here’s What! Marketing 101 (in 1 slide) Who is your Market? Branding What is your Mission? - Why Are You in Business? • Simon Sinek TED Talk - goo.gl/4OMRpr Manage your Message – Takes Time and Effort Features vs. Benefits Marketing is Not Selling!
- 14. Can you Simplify Your Online Marketing?
- 16. Make a Plan
- 17. 17 Is my Business Ready to Compete Online? Market Research Do you have a product or service that people are looking for? Keyword research – Google Keyword Planner Keyword Planner is part of Google Adwords Determine Products and Services Do competitor research to help guide and inspire you. Determine Business Feasibility Is being in business worth the risk? Can I do it? Resources and Your Why Do I have enough time, knowledge, passion, work ethic and money to succeed? What’s your WHY?
- 18. 18 Class Exercise What makes your business special? Brainstorm a list of competitive advantages: Years of experience Unparalleled expertise Friendly customer service – given! Quality product Reliable Warranty and Guarantee Discounts to qualified customers The best, the brightest, the coolest… http://youtu.be/CFHe04jj1rA
- 19. What do you want your website to do for you? • (Directly) sell your goods or services? • Generate leads (potential sales)? • (Simply) provide contact info? • Build relationships with other websites 19
- 20. 20 How to build a website What do you want to do and what is your budget? Research your keywords and your market. Use your competitors to make your website better. Plan ahead. Create a wireframe and list what pages your website should have. How much time do you have? What do you want to say? Tools of the Trade – Wordpress, Joomla, Dreamweaver, etc.
- 21. 21 Website Organization Chart Request sharing with Google Drive by emailing coryon@gmail.com
- 22. The start of the funnel – The middle of the funnel – 22 What is my supposed to do? Website Sales Funnel Visitors getting to your website. Browse website and consider sale. The end of the funnel – Call to action, shopping cart, contact form, etc.
- 23. 23 Have an Internet Presence! Effective websites are: Built around how people search Persuasive Branded Easy to use Have something to say Competitive in the marketplace Socially active
- 24. Are you ready to stand out?
- 25. 25 Why Do Search Marketing? • Wide audience reach • Reach local audience • Lots of resources and support • No cost per click for SEO • Targeted traffic • High conversion rates • http://youtu.be/DwZnzclAkHA - Watch the video
- 26. 26 A Brief Overview of Search Engine Optimization 4 Simple Steps to SEO Keyword Research Competitor Research Website Design and Landing Pages Enter the Google Popularity Contest
- 27. 27 Set Goals for Your Success Better Website Learn It Yourself Top Rankings on Google More Online Traffic More Revenue, More Profit
- 28. 28 Winning the Google Popularity Contest How does Google Crown a Winner? Incoming links and social engagement Get the Votes that Matter… Social signals from popular social sites Links from quality, related websites Not the Ones that Piss Google Off Google can smell out low quality links Google is an 800 lb Gorilla
- 29. 29 Online Marketing Glossary • SEM / SEO – Search Engine Marketing • Organic vs. PPC – Pay Per Click • Keyword – One Keyword or Phrase • Landing Pages • Tag –Title, Headers (H1), Meta Tags • SERP – Search Engine Results Page • Google PageRank • Linkjuice – External, internal links • Wireframe • ROI – Return On Investment • Content Marketing
- 30. 30 People are Searching for your Business… Right Now! What are Keywords? The Exact Ways People Search Google What are People Searching for? Use the Google Keyword Planner Also Check Out Google.com/trends What are Target Keywords? The Most Important Keywords – Relevancy and # of Searches What does it mean for my Website? Create Keyword-Focused Landing Pages
- 31. Keyword Research Best Practices Login with an email address used for a Google Adwords Account. Start searches look at related keywords then narrow down searches. Look at Local (United States) Monthly Searches. Download spreadsheet and edit in a spreadsheet program like 31 Excel. Go back to Keyword Planner with more specific searches and download again. Create a keyword spreadsheet with groups of keywords that will be used for landing pages.
- 32. The lens of SEO Sharpens All of Your Internet Marketing
- 33. 33 Content is King Blogging, Video, Web Pages, & More
- 34. 34 Distribution is Queen Facebook, Twitter, Linkedin, Press Releases, Blogs
- 35. 35 SEO is your Ace in the Hole Win the Game and Make More Money
- 36. 36 Internet Marketing Resources Coryon.com Resources page • Coryon.com/resources • Training videos Coryon.com/video Moz.com SEO for Beginners Guide • http://www.seomoz.org/beginners-guide-to-seo SEMPO Learning Center • sempo.org/learning_center/ Discover what really works in optimization • marketingexperiments.com Online marketing magazines / articles • practicalecommerce.com • webpronews.com SEO Glossary • seoglossary.com/ Moz.com article about Google Algorithm factors • seomoz.org/article/search-ranking-factors Nevada County Online – Expert Speakers Monthly • nevadacountyonline.com
- 37. 37 Homework Keyword Research – Create a spreadsheet with top keywords for your website Competitive Advantages – Brainstorm with friends, associates and family Read about Google PageRank and the importance of link building
- 38. Read these articles to learn more about PageRank and SEO 38 Next: Google PageRank and Local Search PageRank reflects the quantity and quality of incoming links. Links vote for better websites. searchengineland.com/what-is-google-pagerank-a-guide-for-searchers- webmasters-11068 – Or go to shortened URL - goo.gl/9Gh3g http://www.webseoanalytics.com/blog/is-google-pagerank-still-important- in-seach-engine-optimization/ - Short URL = goo.gl/Ovyf3 en.wikipedia.org/wiki/PageRank - Optional reading - detailed article about PageRank http://www.seomoz.org/blog/the-beginners-checklist-for-small-business- seo - Beginner’s Checklist for SEO – Short URL = goo.gl/FL14I
- 39. 39 THANK YOU
- 40. Go to Coryon.com to Learn More View this presentation at: http://www.coryon.com/placer-intro-fall-2014
Editor's Notes
- #3: Let’s stop here a moment and make sure we are clear on what I mean by Internet marketing.
- #4: How do you feel about Internet Marketing?
- #5: Blogs, social media or videos. Create compelling marketing so that people subscribe to your content and share it with their friends.
- #7: Blogs, social media or videos. Create compelling marketing so that people subscribe to your content and share it with their friends.
- #8: Ties together Editorial, marketing, PR, SEO and social
- #10: Don't fear. When you understand the concepts I'll be sharing with you you'll learn how the internet creates many directions of opportunity.
- #13: Blogs, social media or videos. Create compelling marketing so that people subscribe to your content and share it with their friends.
- #14: Comment from Erin. If she talked about the features of the motel it would be boring. Instead – Why? Because we love Nevada City! Share our passion then come stay with us.
- #15: Let’s stop here a moment and make sure we are clear on what I mean by Internet marketing.
- #16: Don't fear. When you understand the concepts I'll be sharing with you you'll learn how the internet creates many directions of opportunity.
- #25: I would have picked a swan among the ducks but a goose is quite nice too.
- #26: 80% of online purchases start with a web search. Google focused – 69% of market share Keyword targeting focuses the right customers to the right pages on your site Google “seal of approval” – #1 position = confidence in your business thinkseer.com/tools/seo-search-engine-marketing-roi-calculator.php - SEO campaign ROI calculator
- #28: Wireframe - strangesystems.net/archives/2005/03/using_wireframe.php strangesystems.net/images/wireframes_template-graffle.gif – single page wireframe template http://www.gdoss.com/web_info/ia_deliverables/pmms_wireframes_4.3.pdf - example of full site wireframe Don’ t Make Me Think: http://www.amazon.com/s/ref=nb_ss_gw?url=search-alias%3Daps&field-keywords=don%27t+make+me+think&x=0&y=0 Billboard design: Fact of Life #1 – We don’t read pages, we scan them. 1. We’re usually in a hurry Save as much time as possible, must keep them moving toward the end result of what they want to obtain… much like sharks need to keep moving. 2. Know that we don’t NEED to read everything. We just need the bits that will give us the necessary information to keep our interest and the rest is irrelevant. 3. We’re good at it Force of habit… our normal routine with almost everything we read involves scanning. Fact of Life #2 – We don’t make optimal choices; we sacrifice - Choose the first reasonable option. (They don’t compare options; they take the first reasonable plan that comes to mind.) 1. We’re usually in a hurry 2. There’s not much of a penalty Call To Action: http://www.amazon.com/Call-Action-Formulas-Improve-Results/dp/078521965X/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1216404636&sr=1-1 CSS: detailed article about CSS and SEO. Covers topics such as rearranging page content for spiders, making pages more crawlable http://www.ecommerce-guide.com/solutions/advertising/article.php/3579196 - Design the perfect product page http://www.ecommerce-guide.com/solutions/building/article.php/3584596 - Design the best check out pages http://www.useit.com/alertbox/designmistakes.html Top Ten Web Design Mistakes of 2005 http://www.bedfordstmartins.com/markel_tutorial/ step by step tutorial http://www.webreference.com/authoring/design/tutorials.html - list of many resources for building a website http://websitetips.com/usability/ - Usability is an important goal of any website http://www.wdvl.com/Authoring/Tutorials/usability.html - tutorial and in depth look at usability principles
- #32: Open browser and ask for volunteer for keywords. focus on related keywords ratio between searches (cellphone vs cell phone) if a page doesn’t exist - you can build it http://www.keyworddiscovery.com/search.html - Free keyword research tool. https://adwords.google.com/select/KeywordToolExternal - google external tool http://tools.seobook.com/keyword-tools/seobook/- very cool tool that shows keyword count estimates from wordtracker, google, yahoo, msn and more.
- #34: Open browser and ask for volunteer for keywords. focus on related keywords ratio between searches (cellphone vs cell phone) if a page doesn’t exist - you can build it http://www.keyworddiscovery.com/search.html - Free keyword research tool. https://adwords.google.com/select/KeywordToolExternal - google external tool http://tools.seobook.com/keyword-tools/seobook/- very cool tool that shows keyword count estimates from wordtracker, google, yahoo, msn and more.
- #35: Open browser and ask for volunteer for keywords. focus on related keywords ratio between searches (cellphone vs cell phone) if a page doesn’t exist - you can build it http://www.keyworddiscovery.com/search.html - Free keyword research tool. https://adwords.google.com/select/KeywordToolExternal - google external tool http://tools.seobook.com/keyword-tools/seobook/- very cool tool that shows keyword count estimates from wordtracker, google, yahoo, msn and more.
- #36: Open browser and ask for volunteer for keywords. focus on related keywords ratio between searches (cellphone vs cell phone) if a page doesn’t exist - you can build it http://www.keyworddiscovery.com/search.html - Free keyword research tool. https://adwords.google.com/select/KeywordToolExternal - google external tool http://tools.seobook.com/keyword-tools/seobook/- very cool tool that shows keyword count estimates from wordtracker, google, yahoo, msn and more.
- #37: Marketingexperiments.com – articles with real life case studies, free email newsletter, professional certification, practicalecommerce.com – short articles written by experts, ecommerce focused, SEO report card, Dir.yahoo - in order of popularity sempo.org/learning_center/resources/ - A great list of SEM resources.