online marketing tips
DESCRIPTION
A short presentation I gave at a conference in '07 to a group of Managing Partners from large accounting firms on how they could use online marketing to increase their brand awareness and revenues.TRANSCRIPT
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Tommy R. Young III
Vice President of Marketing
BizConference
618-566-0034
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Why Online Marketing is Important• The future of business communications:
– Interactive in nature.– Easier to target and customize.– Open lines of communication.– Reverses the flow of information– Cost effective and easy to use.– Easy to measure return-on-investment.
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Know What People Are Searching For• 80% of traffic is from search engines.• Keyword research is an often overlooked concept.• Leave out this step at your own peril.
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Google Keyword Selector
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Google Keyword Variations
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Google Site-Related Keywords
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Get Found On Search Engines• Again, 80% of traffic is from search engines.• How search engines work is both easy and hard to understand.• You must optimize your site for “natural search” results.
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Web Site/HTML Header Code
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Natural Search Results
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Track Your Web Site Traffic• Again, another overlooked concept.• Without data you can’t analyze success of failure.• Easier to do then you might think.• Don’t drown in data.
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Focus On Good Content• “Content is King” for a reason.• Good content keeps people coming back.• Builds creditability and positions your firm as an industry expert.• Stay away from “Brochureware.”
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Use an Electronic Newsletter
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Start a Weblog
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Blogs Help Natural Search Results
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Don't Fear Registration Forms• Registration forms are your “friend.”• Generate leads and therefore potential sales.• Not used nearly enough by business-to-business firms.• Prospects will fill them out.
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What Content Is Worthy of Registration?
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Does a Summary Encourage Registration?
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Don’t Fear Keyword Ads• Cost effective and easy to set-up and monitor.• Not used yet by many business-to-business firms.• Potentially your most targeted advertising tactic.• You only pay for clicks, not views.
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Google Keyword Ads
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Use Interactive, Rich Media• Media that is more engaging then text and visuals alone.• Rich media can include:
– Video– Podcasts– Webinars– RSS Feeds
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Free Podcast Tool: Odeo
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Free RSS Reader: Google
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Free RSS Feeds: FeedBurner
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Free Blog Tool: WordPress
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Conclusions• These items are fairly easy to implement. More effort then advance knowledge.• Most business-to-business firms are not utilizing them.• You can see and measure return-on-investment.
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Question & Answer