Raleigh Internet Marketing Seminar
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The document outlines a comprehensive strategy for internet marketing, emphasizing the need for alignment between a company's business model, target market, and website design to enhance conversion rates. It discusses the importance of search engine optimization (SEO) and pay-per-click (PPC) management in improving online visibility and lead generation, along with the significance of site aesthetics and user-friendly navigation. Additionally, it highlights the growing trend of online advertising surpassing traditional media and stresses ongoing performance analysis to maximize marketing effectiveness.
Raleigh Internet Marketing Seminar
- 1. 2009 Raleigh Construction ExpoInternet Marketing
- 3. Internet MarketingEffective Internet marketing requires a comprehensive strategy that synergizes a given company's business model and sales goals with its website function and appearance, focusing on its target market through proper choice of advertising type, media, and design.
- 5. What is Internet MarketingTerminology SEO Search Engine Optimization
- 6. SEM Search Engine Marketing
- 7. PPC Pay Per Click
- 8. PPL Pay Per LeadWhat is Internet MarketingTerminology Spider or Robot
- 9. Source Code HTML, PHP, JAVA, ASP
- 10. Meta Tags
- 11. Natural / Organic Results
- 12. Black Hat SEOThe TrendIs Internet Marketing right for me? Fastest growing of all ad types
- 13. 2008 Online spending = approximately $105B
- 14. TV / Radio / Movies = $98.5B
- 15. Online Marketing surpasses TV / radio & movies for the first time
- 16. Annual ad spending report by Outsell, Inc.
- 17. Over 1000 advertisers surveyedThe TrendBillboards:$700 / $2500 per month How many people drove by?
- 18. How many people looked at the sign?
- 19. How many people logged the number?
- 20. How many leads did it produce?The Trend
- 21. The TrendMagazine:Full Page = $3,400Half Page = $2,000 How many people picked it up?
- 22. How many people saw your page?
- 23. How many people noticed your ad?
- 24. How many people logged the number?
- 25. How many leads did it produce?The Trend
- 26. The TrendDirect Mailing:$700 - $1,200 Per Month How many people received it?
- 27. How many people throw away?
- 28. How many people noticed your ad?
- 29. How many leads did it produce?The Trend
- 30. The Trend
- 31. The Trend
- 32. The TrendInternet Marketing:$ - Similar Budget You know how much traffic
- 33. You know how many leads
- 34. You can calculate ROIComponentsInternet Marketing StrategyOne cohesive offeringwith stronger results
- 35. Site Design
- 36. Site DesignConversion is..When a general site VISITOR becomes a LEAD or a SALEAll online marketing efforts are 100% pointless without realizing conversion. The lead or the sale is the ultimate goal.
- 37. Site DesignIs your site aesthetically pleasing?The look and feel must represent your business and convey extreme professionalism. Visitors are judging you on this alone
- 38. Visitors decide within the first 7 seconds
- 39. Visitors are less patient than everSite DesignGood Navigation Enhances the Experience User Driven Navigation
- 40. 3 Click Rule
- 41. Breadcrumb
- 42. Keep Homepage CleanSite DesignUser Driven Navigation:Give the visitor a direction based upon who they are or what they are there to find. Do NOT make the visitor dig through content that doesnt apply to their needs.
- 43. Site DesignBreadcrumb:Subpages throughout the site should offer the visitor a view of the path by which they arrived. This allows for quick, efficient navigation through the site
- 44. Site DesignClean Homepage:Good design can take the place of ranking and positioning for leads. #1#1 spot does NOT guarantee leads!!
- 45. Site DesignThis is the top ranked site for this search:
- 46. Site DesignWith a homepage that visitors run away from:
- 47. Site DesignHere is the number 2 rank for the same search:
- 48. Site DesignWith a homepage that promotes strong conversion:
- 49. Site DesignThis website ranked at position 2-5 will create more leadsthan the #1 ranked site simply by virtue of designThe #1 rank is worth NOTHING if it doesn't convert thevisitors into leads
- 50. Landing PagesDeveloped specifically to capture the target user and offer an immediate conversion
- 51. Call To ActionPage content grabs attention and makes thevisitor say yes, that is what I wantMultiple calls to action allow visitor toconvert immediately into a lead
- 52. ReportsReports & AnalysisAllows you to analyze performance of the site such as: Visitor Trends
- 53. Most Popular Pages
- 55. Top Search Engines
- 56. Visitor PathsPPC Mgmt.
- 57. The LayoutPPCLOCALPPCNATURAL | ORGANIC
- 58. PPC vs. SEOPaid Advertising or SEO:Which is best for my business?
- 59. PPC | AdwordsImpression: How often your ad appears
- 60. What rank or placement does it havePPC | AdwordsMost businesses make the mistake of simply giving Google a budget with their terms and sit back hoping for the bestLike any other form of marketing, this needs to be properly managed to maintain the best ROI
- 61. PPC | AdwordsCTR - Click Through Rate measures number of clicks against number of impressions.CPC - Cost Per Click measures the overall cost of bringing a visitor in.Keyword Variables:Are you using the most effective terms and/or variations of the term
- 62. Keyword VariablesPrior to Proper Mgmt.Search Phrases TargetedPlastic Surgery Face Lift Tummy TuckBreast Augmentation LiposuctionSkin CareCosmetic Surgery 69 others.
- 63. Keyword VariablesSearch PhraseVolumePlastic Surgery Charlotte.... Plastic Surgery Charlotte ... Face Lift Charlotte.... Tummy Tuck Charlotte............ Breast Augmentation Charlotte. Liposuction Charlotte.. Skin Care Charlotte. Cosmetic Surgery Charlotte. . 36121300 93 140 396 320 487 880Over 7200 people searched for their services last monthin Charlotte alone.
- 64. Keyword VariablesSearch PhraseVolumePlastic Surgery NC Face NC........................... Face Lift NC... Tummy Tuck NC.................. Breast Augmentation NC.. Liposuction NC... Skin Care NC.. Cosmetic Surgery NC.... 54601320 480 720 970110013001280Over 12,000 people searched for their services last monthin NC alone.
- 65. PPC | AdwordsConversion is..When a general site VISITOR becomes a LEAD or a SALEAll online marketing efforts are 100% pointless without realizing conversion. The lead or the sale is the ultimate goal.
- 66. PPC | AdwordsPPC Management has one goal..Lower Cost Per ConversionIncrease Number of Conversions
- 67. SEO Mgmt.
- 68. Rank ImportanceCompetition for the search term77% of users startclicking on these sites
- 69. Rank ImportanceTop 3-5 Natural results almost insures a visitor to your site
- 70. Rank ImportancePercentage of users that only select on Page 1 is on the rise!%%%%%%%Source: Jupiter Research 11/08
- 71. Rank Importance49%Of users will abandon the search and change the search term if they dont find relevant results on page #1Source: Jupiter Research 11/08
- 72. Rank Importance39%Of users believe that the companies that come up highest in rankings are leaders within their field or industrySource: Jupiter Research 11/08
- 73. Lead GenerationNetwork Support 遺鞄温姻鉛看岳岳艶#1
- 74. Lead GenerationCharlotte Web 禽艶壊庄乙稼#1
- 75. Lead GenerationIT Outsourcing (National)#4
- 76. Lead GenerationWebsite Design (National)#5
- 77. How It WorksScrubs your site to read and index data
- 78. How It WorksSends & stores data in multiple locations (datacenters)
- 79. How It WorksSearch engine algorithm is being run throughout the servers & datacenters. Different centers & servers will run different versions.
- 80. How It Works
- 81. How It WorksSearch Engines will take into account hundreds of factors within their algorithm.These factors are ever-changing as to not be discovered for the purpose of result manipulation.Successful SEO Firms will have the ability to stay on the cutting edge of what changes are being made to the current algorithm.
- 82. How It Works
- 83. Do-It-Yourself?
- 84. Do-It-Yourself?Google will ban your site completely!As Google changes its algorithm, it will deem previous SEO tactics as Black Hat Tactics and upon catching this, will ban your website
- 85. Keyword DensityAnalyze the frequency and usage ofkeywords or phrases based on relevance
- 86. Site ScoreOne of the many things that plays a role is the page count
- 87. Case StudyChallenge:Website was built completely using flash. Site did not rank for any of the search terms within the top 10 pages of results.Solution:Developed a high-level offsite campaign that incorporated the use of link building, online PR, landing page development, blogs and forums and social media.KeywordsTop 10Top 20Unique Visits
- 88. Social Media & Brand Mgmt.
- 89. Social MediaSocial media is the use of interconnected technology combined with social interaction to create value.Components of Social Media: Internet Forums
- 90. Weblogs
- 91. Wikis
- 92. Social Networks
- 93. Podcasts
- 94. Social Bookmarking
- 95. much more..Social MediaThe most popular form of Social Media currently is thesocial networking component.
- 96. Social MediaNeeds to be setup in a certain way to produce desired results
- 97. Social MediaDIRECTORIESPRESS RELEASESNEWS FEEDSARTICLE SUBMISSIONSVIRAL VIDEOBLOGGINGPAID REVIEWSFORUMSLINK BAITNG
- 98. SummaryTake control of your online exposure.
- 99. Highlight your core strengths and build a buzz through online communities
- 100. Stay focused on keyword performance. Study reports.
- 101. Make changes to keywords that under-perform
- 102. Watch your spending
- 103. Perform basics to provide a foundation for more advanced techniques
- 104. Constantly add relevant content. Content is King!
- 105. Keep it clean and easy to navigate.
- 106. Focus on a seamless flow for visitors to become leads.
- 107. Create strong call to actionThank YouKen WidgerScott LevyWeb Full CircleCharlotte, NC980.322.0518 | 704.222.8315ken.widger@webfullcircle.com