Internet Mktg 101 Wedo 4 15 09 Rev

National City WEDO Seminar Series Internet Marketing 101 Jay Lane, Jay Lane Media LLC [email_address] April 15, 2009

Today, we’ll be discussing… Why you should consider Internet marketing Things to consider before beginning a campaign Email marketing Search engine marketing PPC vs. SEO Social media marketing Web site tracking (Web analytics) Resources worth checking out Final thoughts Q & A

What do you call it? Call it what you want, but it’s all the same… Interactive/Interactive Marketing Internet Marketing Web Marketing New Media Marketing I define Internet marketing as the process of creating an online presence (Web site, landing page, etc.), driving visitors and then converting these visitors into customers.

“ On the Internet, nobody knows you’re a dog.”

Why You Should Consider Internet Marketing Generates a greater return on investment Has shown an increased ROI vs. traditional marketing because of efficiency in targeting users Provides instant communication, feedback and flexibility Quickly learn what’s working and what’s not Can generate transactions 24 hours a day, 7 days a week Offers instant accountability Real-time tracking and reporting Flexibility Can make changes on the fly with little cost (compare to updating TV spots or other traditional media)

Don’t put the cart before the horse! cart = Internet marketing horse = Your Web site

Things to consider before beginning your Internet marketing campaign Proper planning is key Define your goals/objectives in advance Make sure your Web site is easy to use and the content is clear and simple What do you want people to do once they get to your site? Your time and resources Don’t take on too much Hire a professional or DIY? Track everything!

Email Marketing > Overview Email marketing is a great non-intrusive way to establish a relationship and stay in touch with your customers and prospects Things to consider: CAN-SPAM Act (Stands for “ C ontrolling the A ssault of N on- S olicited P ornography A nd M arketing Act of 2003) List participation – Look at open rates and clicks Conversions Traffic to Web site

Email Marketing > CAN-SPAM You can send commercial email as long as you comply with the three types of compliance defined in the CAN-SPAM act: Unsubscribe Compliance Offer the ability for recipients to unsubscribe from email list – Must be honored within 10 days Content Compliance Accurate from lines Non-deceptive subject lines Your physical mailing address is listed within the email Sending Behavior Compliance Messages cannot be sent through open relay Cannot send to harvested email addresses

Search Engine Marketing (SEM) > Overview Search Engine Marketing (SEM) is a form of Internet marketing that seeks to drive traffic to Web sites by increasing their visibility in search engine result pages (SERPs) SEM includes the following: Pay-Per-Click Advertising (PPC) Search Engine Optimization (SEO) Paid inclusion

SEM > What’s the difference between PPC and SEO? Pay-Per-Click ( PPC or Paid Search ) is an advertising model used on search engines, advertising networks, and other content Web sites (online newspapers, blogs, etc.). Advertisers can set their own budget and only pay when an end-user clicks on their ad and visits their Web site Search Engine Optimization (SEO) is the process of attempting to improve one’s Web site ranking in the “organic” (unpaid) search results

SEM > Example Search Engine Results Page (SERP) 1 2 3 4 5 6 7 8 9 10 PPC (Paid) Up to 11 on a page 1 2 3 4 5 6 7 8 9 10 SEO (Unpaid) Typically have 10 results per page

Social Media Marketing > Overview According to the Social Media Club of Louisville, “Social Media” is: Communications using technologies to share opinions, insights, experiences, perspectives Drives social interactions and dissemination of words, pictures, videos and audio Consumption gives way to self-expression, creation, collaboration, interconnectivity

Social Media Marketing > Sample Tactics Blogs A Web site with regular short entries about various topics that typically combines text, images, video and links – readers can leave comments – Distributed through an RSS feed Twitter Micro blogging – 140 characters or less Podcasts (audio and video) Distributed through an RSS feed (Really Simple Syndication) Social networking sites (Facebook, LinkedIn, etc.) Business pages, LinkedIn Answers Viral videos (YouTube) Photo sharing (Flickr)

Web Analytics > Overview Web analytics is the foundation of Internet success because you can’t improve your Web site and Internet marketing tactics unless you know what’s happening

Web Analytics > Overview Analytics allows you to: Track Web site visitor activity: # of visitors, popular pages, time spent on site, referring Web sites, etc. Determine where visitors enter and exit your site Track conversions Attribute sales/conversions to specific marketing tactics and calculate ROI See how visitors found you Check out Google Analytics (FREE)

Sites Worth Checking Out Web Site Grader > www.websitegrader.com Blog search engine > www.technorati.com Social Media Explorer > www.SocialMediaExplorer.com Social Media Club of Louisville > www.SMCLouisville.org Twitter > www.twitter.com Google Adwords > www.google.com/adwords Google Analytics > www.google.com/analytics Dosh Dosh > www.doshdosh.com Conversation Marketing > www.conversationmarketing.com Search Engine Watch > www.SearchEngineWatch.com Search Engine Land > www.SearchEngineLand.com

Final thoughts… If hiring an outside vendor to do work on your behalf, make sure you: Do your research and check references Understand what you are paying for Have full ownership and control of your Web site, domains and online accounts (i.e. Google accounts) Start small and do a few things really well before expanding your efforts…don’t overwhelm yourself Check out blogs/online resources (“ Google” it ) Don’t be afraid to get out there and try some things…

Questions? Let’s Connect! Email: [email_address] Twitter: @JayLane Web: JayLane.com LinkedIn: http://linkedin.com/in/jaylanelouisville

Internet Mktg 101 Wedo 4 15 09 Rev

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