dave ruberto-do you make these internet marketing mistakes
TRANSCRIPT
“Do You Make These Internet Marketing Mistakes?”- Dave
Ruberto
Presented by:Dave Ruberto
CEO Lead Corp Media
Dave Ruberto
Areas Covered
• Who is Growthink?
• Why Internet Marketing Now?
• What, Exactly, Is Internet Marketing?
• What Goes Wrong?
• How to Do it Right?
Dave Ruberto
Growthink Credentials Inc. 100 Fastest-growing Business
Services Company in U.S.A. Better Business Bureau “A” Rating Recognized for our thought
leadership regarding entrepreneurship, strategic planning and online marketing
Have built multi-million dollar Internet businesses, managed millions of dollars in online advertising
Dave Ruberto
Why Internet Marketing Now?
• Traditional Marketing Tactics Becoming Less Effective
• Benefits of Internet Marketing– Targeted– Measurable– Cost-Effective– “Early Mover” Advantage Still Exists
• Smart Allocation During a Downturn
Dave Ruberto
But What, Exactly, Is Internet Marketing?
Key Components1. Website Design
2. Search Engine Optimization
3. Social Media Marketing
4. Pay Per Click Advertising
5. Email Marketing
Dave Ruberto
What Typically Goes Wrong?
• Website Design
• Search Engine Optimization
• Social Media
• Pay Per Click Marketing
Dave Ruberto
Top Website Design Mistakes
1. Impeding search engines
2. Poor cross-browser compliance
3. Egocentric site copy
4. Lacking clear USP
5. Lacking clear call-to-action
6. “Brochure”
Website Design
Dave Ruberto
What is SEO? Why Does it Matter?
• Reach people who are specifically seeking your information and products
• Investment in SEO provides on-going streams of relevant website traffic
SEO
Dave Ruberto
Top Search Engine Optimization Mistakes
1. Web design impediments
2. Believing SEO is only a web design issue
3. Not identifying words that people actually search
4. Not optimizing pages for desired “keywords”
5. Keyword-stuffing / over-optimizing
SEO
Dave Ruberto
Top SEO Mistakes (continued)
6. Writing for “robots” instead of humans
7. Duplicate content and “near” duplicate content
8. Stagnant content
9. Not building links to website
10. Focus on rankings vs. traffic (or transactions)
SEO
Dave Ruberto
The New Kid on the Block
Why Social Media Matters
• Communicate with and gain insights from target customers
• Social media provides tremendous reach at a fraction of the cost of traditional marketing methods
• Create awareness and buzz around your brand, service, or product
• Successful social media marketing campaigns attract links, and as a result, enhance SEO efforts
Social Media
Dave Ruberto
Top Social Media Mistakes1. Not doing it
“I don’t have time…”
2. Not having a purpose + planRandom, meaningless content
3. Being too promotionalBeware of the “Amway” guy
4. Not sticking with it “I got busy…”
Social Media
Dave Ruberto
What is Pay Per Click?
• Reach people who are specifically searching for your information and products• Receive immediate and detailed feedback on performance of campaign• Reach thousands of potential customers within minutes
PPC
Dave Ruberto
Top PPC Mistakes
1. Not being targeted
2. Not being relevant
3. No conversion tracking
4. No email capture
5. Not testing
PPC
Dave Ruberto
The Power of Email Marketing
• Guide customers through buying cycle– Browser
– Shopper
– Buyer
– Lifetime Customer
• Cost-effective, automated, scalable• Newsletters, follow-up campaigns
Email Marketing
Dave Ruberto
Top Email Marketing Mistakes
1. Not opting-in
2. Not being relevant
3. Not adding value
4. Not taking advantage of powerful technologies
Email Marketing
Dave Ruberto
How to Do it Right?
Dave Ruberto
Take an Integrated Approach
You might be thinking• “I’m comfortable with SEO…”
• “I’m used to PPC…”
• “I’m afraid of social media…”
Why not just do one piece?
Integrated Approach Provides:
• Synergy• Cumulative Results• and Spreads/Limits Risk
How to Do it Right
Dave Ruberto
In-House vs. Outsourced Internet Marketing
Why not just do it yourself?• Great option if you have the interest, resources, commitment
But outsourcing has its own benefits• You can remain focused on your core business activities
• Often produces better ROI
Both choices have their Pros / Cons
How to Do it Right
Dave Ruberto
How We Work with Clients
• Initial Call to Determine Business Goals– What is your current status? What do you want to achieve? – Who is your audience, who are your competitors?– How will your business benefit from an integrated internet marketing campaign?
• Create Customized Action Plan– Audit website– Perform research (keyword, competitive research)– Develop custom SEO, social media, PPC, and email strategies to achieve business goals
• Implement Campaign– Typically Structure: 6 month retainer– Fees range from $1K-10K/month, depending on complexity/amount of work required
How to Do it Right
Dave Ruberto
Next Steps
• Consultation to discuss business goals
• If there’s a fit, you receive a complimentary website audit as part of the consultation/proposal process
• Email [email protected] to learn more
Dave Ruberto
Resources
Online Tools, Resources, Products• Keyword Research
– Google Adwords Keyword Tool (free)
– Wordtracker (subscription)
– Keyword Spy (subscription)
• Duplicate content checker– Copyscape
• Free site analysis tool– HubSpot Website Grader
• Books– Don’t Make Me Think
by Steve Krug
– The New Rules of Marketing and PR
by David Meerman Scott
• Blogs– AllTop.com (various categories of top blogs
for SEO, Content Marketing, etc.)
• Growthink– We’ll be creating more content, resources,
products and services on the topic of Internet Marketing in the coming weeks and months
Dave Ruberto
Thank you
Dave Ruberto