internet marketing: what a business owner needs to know

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Internet Marketing: What a Business Owner Needs to Know Internet Marketing: What a Business Owner Needs to Know April 3, 2013 April 3, 2013 by William McKee, Partner by William McKee, Partner for Midweek Business Connections for Midweek Business Connections

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Creating a Web presence has never been easier. Creating an effective website that brings qualified leads to your sales team has never been harder. William McKee, founding partner of Knowmad, will share tips and examples of how his digital marketing agency helps clients use the Web to drive sales. From SEO to pay-per-click to email newsletters to social media, Internet Marketing can be perplexing when you're also trying to run a business. At the end of the day, the highest value of a corporate website is the number of qualified sales leads you've received. Get practical advice on ways to increase your traffic, get more leads and grow your business. Topics include: • The state of Internet Marketing in 2013 • Client case study • Introduction to Inbound Marketing

TRANSCRIPT

Page 1: Internet Marketing: What a Business Owner Needs to Know

Internet Marketing:What a Business Owner

Needs to Know

Internet Marketing:What a Business Owner

Needs to Know

April 3, 2013April 3, 2013by William McKee, Partnerby William McKee, Partnerfor Midweek Business Connections for Midweek Business Connections

Page 2: Internet Marketing: What a Business Owner Needs to Know
Page 3: Internet Marketing: What a Business Owner Needs to Know

Quick detourQuick detour

Page 4: Internet Marketing: What a Business Owner Needs to Know

Digital Marketing

Website Design

??

Page 5: Internet Marketing: What a Business Owner Needs to Know

Get found, get leads, grow your business (with image from website)

What we do?

Page 6: Internet Marketing: What a Business Owner Needs to Know

“It is critical to have a marketing partner who understands your business, gets a firm grip on how you make money, and then maps out an appropriate marketing strategy that will generate enough revenue to justify the time and expense involved. Knowmad is just such a marketing partner for us.”

– Laurie Leonard

Page 7: Internet Marketing: What a Business Owner Needs to Know
Page 8: Internet Marketing: What a Business Owner Needs to Know
Page 9: Internet Marketing: What a Business Owner Needs to Know

Results

● Increased traffic to the website● Significant improvement in the quantity and

quality of leads from the website (3x in initial months)

● Higher quality of job applicants● Blogging has resulted in new customers ● Improved processes and benchmarks to track

online marketing ROI

Page 10: Internet Marketing: What a Business Owner Needs to Know

19871987• Radio: “Living on a Prayer”• Television: “The Cosby Show”• Movies: “The Last Emperor”

Page 11: Internet Marketing: What a Business Owner Needs to Know

The rise of Internet MarketingThe rise of Internet Marketing

Page 12: Internet Marketing: What a Business Owner Needs to Know

How was that money spent?How was that money spent?

Google AdWords

Search Engine Optimization(SEO)

Newsletters

Website Design

Social Media

Mobile Ads

On-site Ads

Content Marketing

Page 13: Internet Marketing: What a Business Owner Needs to Know

How does a business owner make sense of it all?How does a business owner make sense of it all?

Page 14: Internet Marketing: What a Business Owner Needs to Know

Follow someone who has a plan!

Page 15: Internet Marketing: What a Business Owner Needs to Know

Inbo

und

Ma r

ketin

g

Page 16: Internet Marketing: What a Business Owner Needs to Know

Online Success = Attract + Engage + ConvertOnline Success = Attract + Engage + Convert

Page 17: Internet Marketing: What a Business Owner Needs to Know

Measuring successMeasuring success1. Website traffic2. Lead conversion rate3. Customer conversion rate

Page 18: Internet Marketing: What a Business Owner Needs to Know

Traffic

Leads

Customers

2000 visitors

20 leads 1% lead conversion

5% sales conversion

1 customer

Inbound Marketing Funnel

Page 19: Internet Marketing: What a Business Owner Needs to Know

It's a journeyIt's a journey

Page 20: Internet Marketing: What a Business Owner Needs to Know

Digital sherpasDigital sherpas

Page 21: Internet Marketing: What a Business Owner Needs to Know

Inbound Marketing Resources

● “Measuring the Value of SEO” blog posthttp://blog.knowmad.com

● “Top 10 Tips for Internet Marketing” by Laurie Leonard

● 2013 Budgets, Benchmarks & Trendshttp://offers.knowmad.com/2013-b2b-internet-marketing-trends

● The 4-Step Internet Marketing Planhttp://www.knowmad.com/the-4-step-internet-marketing-plan/

● Marketing Graderhttp://marketing.grader.com

● HubSpot's Bloghttp://blog.hubspot.com