internet marketing tactics
DESCRIPTION
An explanation of the Internet Marketing tactics one should consider based on the traditional marketing they are currently using. A presentation geared for the owner of a small to mid-sized business.TRANSCRIPT
Internet Marketing
Tactics, Tactics, Tactics
Presented by Russ Henneberry
Two Big Questions
How do prospects find your products or services? Word of Mouth/Referrals Internet Search Direct Mail/Catalogs Television, Radio, Print Advertising
How do customers and prospects communicate with your business?
The Big Problems
You have limited time You have limited money The “old way” of marketing isn't working
as well as it used to You hear distracting rumors You need to find something that works
and channel your energy to it
How do prospects find your products or services?
Answer Tactic
Google Search SEO/ PPC
Word of Mouth/ Referrals Social Media
Direct Mail/ Catalog Email Marketing
Television Ads Online Video
Radio Ads Podcasting
Print Ads Blogging
Tactic: Pay Per Click AdvertisingWhat Is It? PPC is the purchasing of the small ads on the side
of the search results pages on Google, Yahoo, etc.
How Does It Work? You place a bid on a keyword Your site will be displayed based on your bid and
the quality of the content on your site
How Do I Get Started? Start with a smaller budget, find what works, then
scale up. Test, optimize, test, optimize
Tactic: Search Engine Optimization What Is It? Search Engine Optimization is a series of actions taken to make your site more
friendly to search engines to increase “free” or organic traffic to your website.
How Does It Work? Search engines return results based on a search term. (e.g. 'industrial
sealants') Search engines want to return the most relevant and trustworthy result The search engine will use an automated algorithm to determine the order of
results Search engines take into account the content that is on your site Search engines take into account the number of links your site has pointing at
it
How Do I Get Started? Hire someone in-house or hire an SEO firm to implement best practices on
your website. Get a baseline measurement of your traffic Measure the results of your efforts
SEO/PPC and the Sales Funnel
Tactic: Social MediaWhat Is It? Online Social Media is a new way to communicate
Businesses are communicating with customers Customers and prospects are communicating with businesses Customers are communicating with customers
How Does It Work? Same as a any other social setting, tell your story They all give users the ability to “turn you on” and “turn you
off”How Do I Get Started? Create a Social Media Plan including:
Where do our prospects and customers spend time online? How can we set up processes so that we can listen and provide
value to customers and prospects? How can we scale this internally and extend it to all of our
customers? http://www.facebook.com/pages/Chesterfield-MO/Petropolis/927947
84119?ref=ts
Jet Blue Airways on Twitter
http://www.youtube.com/watch?v=5YGc4zOqozo
Tactic: Email MarketingWhat Is It? Easiest to understand, most difficult to execute
properly The sending of timely, relevant email messages
to people that have asked for it.How Does It Work? Very Well Very Measurable How Do I Get Started? Use an email service, do not manage in-house Create relevant and timely emails and send
them to those that have opted in.
Tactic: Online VideoWhat Is It? Short, snack-sized video on your own site and/or
shared via YouTube and others.How Does It Work? Online Video is the fastest growing segment of
online marketing. It gets information across in a hurry and
generally increases conversions How Do I Get Started? What do our customers and prospects need? How can we use video to get them what they
need? http://www.youtube.com/watch?v=MC8Zvl-8ziA
Tactic: PodcastingWhat The Heck Is It? Creating audio files and sharing them through
places like iTunes.What’s it good for? Great medium for industries that:
Change often Interesting news Are controversial
How Do I Get Started? What do our customers and prospects need? How can we use podcasting to get them what
they need?
Tactic: BloggingWhat Is It? Blogging gives a business a pulpit to broadcast text,
video, audio and images.What’s it Good For? Providing a community Providing a hub from which to broadcast your
message Providing relevant, valuable information to your
prospects How Do I Get Started? What do our customers and prospects need? How can we use our blog to get them what they
need?
The Blog as a Marketing Hub
Repetition Patience Value
Internet Marketing Is Different From Traditional Marketing:
Parting Words of Advice
