“Do YOU Make These Internet Marketing Mistakes?”
Presented by:
Pete Kennedy and Phil Frost Internet Marketing Consultants Growthink, Inc.
Areas Covered
• Who is Growthink? • Why Internet Marketing Now? • What, Exactly, Is Internet Marketing? • What Goes Wrong? • How to Do it Right?
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
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
But What, Exactly, Is Internet Marketing?
Key Components
1. 2. 3. 4. 5. Website Design Search Engine Optimization Social Media Marketing Pay Per Click Advertising Email Marketing
What Typically Goes Wrong?
• • • • Website Design Search Engine Optimization Social Media Pay Per Click Marketing
•
Email
Website Design
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”
SEO
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
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
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)
Social Media
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
Top Social Media Mistakes
1. Not doing it
“I don’t have time…”
2. Not having a purpose + plan
Random, meaningless content
3. Being too promotional
Beware of the “Amway” guy
4. Not sticking with it
“I got busy…”
PPC
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
Top PPC Mistakes
1. Not being targeted
2. Not being relevant 3. No conversion tracking 4. No email capture 5. Not testing
Email Marketing
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
Top Email Marketing Mistakes
1. Not opting-in 2. Not being relevant 3. Not adding value 4. Not taking advantage of powerful technologies
How to Do it Right?
How to Do it Right
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
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
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
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 nextsteps@growthink.com to learn more
•
Resources
Online Tools, Resources, Products • Keyword Research
– – – Google Adwords Keyword Tool (free) Wordtracker (subscription) Keyword Spy (subscription) –
•
Books
– Don’t Make Me Think by Steve Krug The New Rules of Marketing and PR by David Meerman Scott
•
Duplicate content checker
– Copyscape
•
Blogs
– AllTop.com (various categories of top blogs for SEO, Content Marketing, etc.)
•
Free site analysis tool
– HubSpot Website Grader
•
Growthink
– We’ll be creating more content, resources, products and services on the topic of Internet Marketing in the coming weeks and months
Contact
nextsteps@growthink.com
Pete Kennedy www.twitter.com/petekennedy
Phil Frost www.twitter.com/philfrost