internet marketing academy melbourne
DESCRIPTION
InternetMarketingAcademy.com.au Presentation 19/06/2008 - Melbourne. Internet Marketing for business people.TRANSCRIPT
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IMAInternet Marketing Academy
De-mystifying Internet Marketing for business people.
![Page 2: Internet Marketing Academy Melbourne](https://reader033.vdocument.in/reader033/viewer/2022052900/555a4ac0d8b42ad56a8b4738/html5/thumbnails/2.jpg)
Introduction
The Next Four Hours
• Web sites
• Advertising online
• Social Media
• Underutilised Online Strategies
Internet Marketing Solutions to fit Business Goals
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www.theonlinecircle.com
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The Presenters
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About Your Presenters.
The Presenters
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About Your Presenters.
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About Your Presenters.
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About Your Presenters.
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About Your Presenters.
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Why the Internet?
Measurable
Measurable
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Immediacy
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Reach
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Why the Internet?
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IMAInternet Marketing Academy
De-mystifying Internet Marketing for business people.
SEO – What is Search Engine Optimisation?
120min
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IMA
SEO – What is Search Engine Optimisation?
Working with Search Engines
How they work?
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SEO – What is Search Engine Optimisation? Working with Search Engines
Crawling the Web
Indexing Documents
Processing Queries
Ranking Results
Remember – Search Engines index, process and present pages not sites.
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SEO – What is Search Engine Optimisation? Working with Search Engines
Store
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SEO – What is Search Engine Optimisation?
The Online Circle’s 4C’s of SEO
Credibility
Clarity Currency
Competition
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SEO – What is Search Engine Optimisation?
Onsite SEO and Offsite SEO
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SEO – What is Search Engine Optimisation? Onsite 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)
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Google categorises pages in 3 levels and so should you.
Informational
Transactional
Kevin Costner Biography
Kevin Costner DVD
Navigational Kevin Costner
Keywords Research: Buying Cycle
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Keywords Research: Customer Vernacular
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Keywords Research: Opportunities
•Long Tail
•Competition
•Future Trends
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SEO – What is Search Engine Optimisation? Onsite SEO
Title Tags
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SEO – What is Search Engine Optimisation? Onsite SEO
Title Tags
Good practice
Short unique and good sales pitch (70 characters - around 8 words)
• Accurately describe the page's content
• Avoid using default or vague titles like "Untitled”
• Avoid keyword stuffing
• Create unique title tags for every page on your site
• Avoid using a single title tag across all of your site's pages or a large group of pages
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SEO – What is Search Engine Optimisation? Onsite SEO
Description Tags
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SEO – What is Search Engine Optimisation? Onsite SEO
Description Tags
Good practice
Short unique and good sales argument (Google allows around 160 characters)
• Accurately describe the page's content
• For humans and for search engines
• Connected to the Title
• Use unique descriptions for each page
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SEO – What is Search Engine Optimisation? Onsite SEO
URL’s
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SEO – What is Search Engine Optimisation? Onsite SEO
URL’s
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SEO – What is Search Engine Optimisation? Onsite SEO
URL’s
Good practice
• Words rather than numbers.
• Provide one version of a URL to reach a document redirect www or non-www
(canonical) to concentrate all reputation 301 Redirections
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SEO – What is Search Engine Optimisation? Onsite SEO
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/301 or
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SEO – What is Search Engine Optimisation? Onsite SEO
Canonical Redirection - What do I do?
1) Don’t Panic
2) Get your 301 in place
3) It’s an easy thing to do but it’s technical
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SEO – What is Search Engine Optimisation? Onsite SEO
Sitemaps
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SEO – What is Search Engine Optimisation? Onsite SEO
Robots
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SEO – What is Search Engine Optimisation? Onsite SEO
404 pages Examples
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SEO – What is Search Engine Optimisation? Onsite SEO
Quality Content
Good practice
• Offer exclusive content.
• Create content primarily for your users, not search engines
• Create fresh, unique content
Don’t Do
• Duplicate Content.
• Stuffing
• Cloaking
• Having blocks of text like "frequent misspellings used to reach
this page" that add little value for users
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SEO – What is Search Engine Optimisation? Onsite SEO
Anchor Text / Anchor Links
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SEO – What is Search Engine Optimisation? Onsite SEO
Anchor Text / Anchor Links
Good practice
• Descriptive text
• Think about anchor text for internal links too
Read all about Internet Marketing.
Instead of
Read all about Internet Marketing Academy here.
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SEO – What is Search Engine Optimisation? Offsite SEO
Basic Offsite SEO Factors
• Competition Analysis – CI
• Link Building
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SEO – What is Search Engine Optimisation? Offsite SEO
Link Building
The Good
The Bad
The Ugly
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SEO – What is Search Engine Optimisation? Offsite SEO
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
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SEO – What is Search Engine Optimisation? Management of efforts
ROI on SEO – Management of Efforts
1. Establish Your Benchmark Positioning (ranking)
1. 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)
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Future of SEO
Search Engines more interactive
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SEO – What is Search Engine Optimisation?
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.
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IMAInternet Marketing Academy
De-mystifying Internet Marketing for business people.
Websites – Site Structure and Content
225 min
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Websites – Site Structure and Content
Beautiful site?
Functional site?
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Professional Design
Checklist:
• Accessibility
• Identity
• Navigation
• Content
1
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Website Optimiser
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Website Optimizer
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Websites – Site Structure and Content – Using analytics to improve your site
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Websites – Site Structure and Content – Professional Design
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Websites – Site Structure and Content – Using analytics to improve your site
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Websites – Site Structure and Content – Using analytics to improve your site
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Websites – Site Structure and Content – Landing Page
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Websites – Site Structure and Content – Landing Page
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Site Structure and Content – Videos and other tools
Maps and local BusinessImages
Product listing
Yahoo Tools
Profile HubImages
Live tools
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IMAInternet Marketing Academy
De-mystifying Internet Marketing for business people.
Websites – Advertising Online
330 min
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Websites – Advertising Online – Banner ads
Media Plan
- Objectives
- Target Market
- Where do they hang out?
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Banner Ads and CPM
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Websites – Advertising Online – PPC advertising
Pay per click (PPC or CPC)
PPC
PPC
SEO
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Websites – Advertising Online – PPC advertising
Pay per click Advertising
Steps:
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
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Websites – Advertising Online – PPC advertising
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
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Websites – Advertising Online – Landing Pages
CPA-Affiliate
Performance based online advertising
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Websites – Advertising Online – Landing Pages
Landing Pages
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IMAInternet Marketing Academy
De-mystifying Internet Marketing for business people.
Social Media
445 min
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Social Media - Buzzzzzzz
What’s Social Media and buzz?
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What’s Social Media and buzz?
“Social media is like teen sex.
Everyone wants to do it.
Nobody knows how.
When it’s finally done there is
surprise it’s not better.”Avinash Kaushik - Analytics Evangelist, Google
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Social Media - Buzzzzzzz
What’s Social Media and buzz?
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Social Media – What to do? What is my investment? What is my need?
or
or
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Social Media – What to do? What is my investment? What is my need?
Facebook Myspace
How many people 4.6m 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
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Know your Audience
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Social Media – Is it commercially worthwhile?
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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
Social Media – Is it commercially worthwhile?
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Companies are using social media for:
•Brand awareness•Relationship with customers•News generation•Influence buy decisions•Research•Market Test•Lowering Costs
Social Media - A Real Case
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Social Media – Is it commercially worthwhile?
• Define relevant success metrics that translate into a Biz
context.
Quantitative – sales, new leads, new subscribers
Qualitative – satisfaction, LCV/LTV, authority, interaction,
quality feedback, citations.
• Set campaign goals based on these metrics.
• Implement campaign, review metrics and goals.
Repeat.
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Social Media – Is it commercially worthwhile?
Define your success metricNumber of people who filled in the “get more info” form
Number of influential people who tweet something about us
Number of influential blogs that linked to us
Number of repeating, unique visitors
Number of new customers / sales
Number of people who used a specific coupon that is associated with this
campaign
Number of minutes a day we are nice to customers
Number of features suggested by users that we actually implement
Number of people in a specific location / demographic who follow us on twitter
Number of new things we discovered about customers that we never knew before
Number of new products or new lines you can produce/sell based on information
Reduction in support cost
Quickly indentify an issue, or worse, a crisis
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Social Media – An integrated case study
Social Media Matrix
Tactic / tool Metric Goal Client
•Social Sites
•Vertical Forums
(ex. Brides)
•Restaurant
reviews
•Video and
Images sharing
• Number of
positive
Comments
•Number of
conversations
•Number of
Reviews (+/-)
X
amount of
positive
conversations
about the
restaurant per
week
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Social Media – An integrated case study
Budget Direct Car Insurance
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Social Media – An integrated case study
Social Media SEO Online Advertising
Internet Marketing Integrated Strategies
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Social Media – Influencing the Conversation
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Forum
s
Don't define a tool and put it in a box.
A number of tools will help in a number of ways
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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 presence
Step2) Consolidate reputation
Step3) Convert Online reputation to commercial value
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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
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Social Media – Influencing the Conversation
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Social Media – Influencing the Conversation
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Social Media – Selling – Revenue Generator
Dell Sells $3 Million via Twitter
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IMAInternet Marketing Academy
De-mystifying Internet Marketing for business people.
Internet Marketing – Underutilised Strategies
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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
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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”
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9 Things to remember when implementing emails
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 for email design and
implementation.
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Marketing Oriented Options. Emails - test
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Hoping to break through mailbox clutter?
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Email Marketing
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Widgets
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Widgets
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Marketing Oriented Options. PR
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Distribution
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Marketing Oriented Options. Online Articles
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Online Brand Management.
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Building and Protecting your brand
1. Create a Home Base
2. Grab Some Social Media accounts (TOC covers around
120 most important-including Google Profile)
3. Guest posts/articles
4. Multimedia content – Youtube/FlickR
5. Track and set up alerts
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Marketing Oriented Options. Online Reputation
http://knowem.com/
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Marketing Oriented Options. Online Reputation
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Marketing Oriented Options. Online Reputation
Digital Brand Management1.Monitor.
• Be selective
2. Influence.
• Not always easy – eg. Wikipedia
3.Be Pro-Active
• Initiating is better than responding.
It’s all about executing one strategy
not 100 tactics
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Online Reputation
Some questions:
- Who owns your domains?
- Who has control over them?
- Do you have all details?
- Are you monitoring at each level?
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Viral Marketing
1. Meeting a business objective.
2. Must be of interest. It can be:
1. Funny.
2. Informative
3. Interesting
4. Unique
3. Getting it started
1. Influencers
Viral Marketing.
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Viral Marketing.
Will it Blend? or Unboxing Mobile
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IMAInternet Marketing Academy
De-mystifying Internet Marketing for business people.
Internet Marketing – Your Next Steps
6
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Q&A
Who wants to ask the second question?
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IMAInternet Marketing Academy
De-mystifying Internet Marketing for business people.
www . Internet Marketing Academy . com . au
Jeff Richardson Lucio Ribeiro
www . The Online Circle . com