Using Internet Marketing To Build Your Business

© Advanced Media Productions AdvMediaProductions.com Using Internet Marketing to Build Your Business Louise Rijk Vice President of Marketing and Sales Advanced Media Productions

© Advanced Media Productions AdvMediaProductions.com Agenda Using Internet Marketing to Build Your Business - Components of Internet Marketing - “Types” of Search - Local Organic Search - Local Paid Search Digital Asset Optimization Local Social Media Optimization Traffic, Landing Page and Conversion Tracking and Reporting

- Components of Internet Marketing

- “Types” of Search

- Local Organic Search

- Local Paid Search

Digital Asset Optimization

Local Social Media Optimization

Traffic, Landing Page and Conversion

Tracking and Reporting

© Advanced Media Productions AdvMediaProductions.com E-Mail Marketing Search Engine Marketing Affiliate Marketing Website Development & Landing Page Development Online Display Ad & Rich Media Advertising Social Marketing Online Reputation Management Photoshare/ Videoshare Social Networking Social Bookmarking Social News Podcasting/ Videocasting Business Blog Marketing Organic Universal Search PPC/Mobile Search Advertising Organic Image Search Shopping Comparison Search Engines Organic Video Search Other Organic Search Components of Internet Marketing Using Internet Marketing to Build Your Business

© Advanced Media Productions AdvMediaProductions.com “ Types” of Search (1) - Organic or Algorithmic Web Search - Blended/Universal search, personalized and local search - Vertical Organic Search - Image search, video search, shopping search, news search, blog search - Organic Real-time Search Twitter Search - Mobile Organic Search - Paid Search - National and local PPC – Yahoo! Search Marketing, Google AdWords and MSN AdCenter - Mobile PPC Search Using Internet Marketing to Build Your Business

- Organic or Algorithmic Web Search

- Blended/Universal search, personalized and local search

- Vertical Organic Search

- Image search, video search, shopping search, news search, blog search

- Organic Real-time Search

Twitter Search

- Mobile Organic Search

- Paid Search

- National and local PPC – Yahoo! Search Marketing, Google AdWords and MSN AdCenter

- Mobile PPC Search

“ Types” of Search (2) - “On-Deck” and “Off-Deck” Search Services - Built-in the carrier service - Web Access - SMS Text Messaging - WAP-enabled Phones - Access to specially designed web sites using XHTML and WML mark-up languages Smartphones - iPhone, T-Mobile G1 © Advanced Media Productions AdvMediaProductions.com Using Internet Marketing to Build Your Business

- “On-Deck” and “Off-Deck” Search Services

- Built-in the carrier service

- Web Access

- SMS Text Messaging

- WAP-enabled Phones

- Access to specially designed web sites using XHTML and WML mark-up languages

Smartphones

- iPhone, T-Mobile G1

Organic Mobile Search Mobile Web Search Results Mobile Local Search Results © Advanced Media Productions AdvMediaProductions.com Using Internet Marketing to Build Your Business

Local Search © Advanced Media Productions AdvMediaProductions.com Using Internet Marketing to Build Your Business

© Advanced Media Productions AdvMediaProductions.com Local Search “ Triggered” by Search Queries with a Local Intent Organic and PPC Search Using Internet Marketing to Build Your Business

“ Triggered” by Search Queries with a Local

Intent

Organic and PPC Search

© Advanced Media Productions AdvMediaProductions.com Google – Local Organic Web Results (10-box) Local 10-Box Results Local Organic Web Results Using Internet Marketing to Build Your Business

© Advanced Media Productions AdvMediaProductions.com Google – Local Web Results Results Without Geographic Modifier Local 10-Box Using Internet Marketing to Build Your Business

© Advanced Media Productions AdvMediaProductions.com Organic Local Search Results Google – Local Organic Map Results Using Internet Marketing to Build Your Business

© Advanced Media Productions AdvMediaProductions.com Google – Local Organic Map Results (Infobox) Organic Results (Infobox) No Link Using Internet Marketing to Build Your Business

© Advanced Media Productions AdvMediaProductions.com How To Optimize for Google Maps Organic Listings Presence of a Business Profile/Listing at the Google Local Business Center Relevant product/service locality and neighborhood keywords in the business name and copy of the local business listing Proximity of the business location to the city and/or center of the city Positive reviews and the numbers of reviews Number of “local” links pointing to the web site Overall web site organic search engine optimization status Google – Local Organic Map Results Using Internet Marketing to Build Your Business

How To Optimize for Google Maps Organic Listings

Presence of a Business Profile/Listing at the Google Local

Business Center

Relevant product/service locality and neighborhood keywords in the business

name and copy of the local business listing

Proximity of the business location to the city and/or center of

the city

Positive reviews and the numbers of reviews

Number of “local” links pointing to the web site

Overall web site organic search engine optimization status

© Advanced Media Productions AdvMediaProductions.com Google - Local Organic Web Results Local 10-box How to Optimize for Google Organic Web Search Ensure that the web site is “crawlable” Optimize web site copy, page titles and meta descriptions with relevant “core” keywords and geographic modifiers Acquire sufficient local inbound links to boost the web site link popularity Using Internet Marketing to Build Your Business

Local 10-box

How to Optimize for Google Organic Web Search

Ensure that the web site is “crawlable”

Optimize web site copy, page titles and meta descriptions with relevant “core”

keywords and geographic modifiers

Acquire sufficient local inbound links to boost the web site link popularity

© Advanced Media Productions AdvMediaProductions.com Google - PPC Local Business Ads PPC Local Business Ad Using Internet Marketing to Build Your Business

© Advanced Media Productions AdvMediaProductions.com PPC Business Ad (Infobox) Link to Site Google - PPC Local Business Ads (Infobox) Using Internet Marketing to Build Your Business

© Advanced Media Productions AdvMediaProductions.com Local Business Ads How to Start a Local Business Ad Campaign Establish a Business Profile/Listing at the Google Local Business Center Set-up a Google Adwords Local Business Ad Campaign at Google Adwords Google - PPC Local Business Ads Using Internet Marketing to Build Your Business

Local Business Ads

How to Start a Local Business Ad Campaign

Establish a Business Profile/Listing at the Google Local Business Center

Set-up a Google Adwords Local Business Ad Campaign at Google Adwords

© Advanced Media Productions AdvMediaProductions.com Digital Asset Optimization Using Internet Marketing to Build Your Business

© Advanced Media Productions AdvMediaProductions.com Digital Asset Optimization – Hosted Content Google Crawl Using Internet Marketing to Build Your Business Web Site Hosted Video Podcasts Blogs Press Releases White Papers (PDF) Google Search Engine Images

© Advanced Media Productions AdvMediaProductions.com Digital Asset Optimization – Posted Content News/Tip Sheets/How To’s (Digg/StumbleUpon) PowerPoint Presentations (SlideShare.net) Posted Video (Video Sharing – YouTube) Posted Images (Image Sharing – Flickr) Press/News Releases (PR Web, BusinessWire, PRLeap) Using Internet Marketing to Build Your Business Posting

Local Social Media - Twitter Free micro-blogging platform With Twitter You Can: Send short 140 character messages (Tweets) from your desktop computer or mobile phone to “Followers” Receive Tweets from individuals you have decided to “Follow” Pass on messages (RT = Retweet) to “Followers” from individuals you have decided to “Follow” Perform a keyword search for Tweets about conversations and events as they are happening © Advanced Media Productions AdvMediaProductions.com Using Internet Marketing to Build Your Business

Free micro-blogging platform

With Twitter You Can:

Send short 140 character messages (Tweets) from your desktop computer

or mobile phone to “Followers”

Receive Tweets from individuals you have decided to “Follow”

Pass on messages (RT = Retweet) to “Followers” from individuals you have

decided to “Follow”

Perform a keyword search for Tweets about conversations and events as

they are happening

Twitter “Tweets” © Advanced Media Productions AdvMediaProductions.com Direct tweet Retweet General tweet (with shortened URL) Using Internet Marketing to Build Your Business

Twitter Custom Profile © Advanced Media Productions AdvMediaProductions.com Using Internet Marketing to Build Your Business

© Advanced Media Productions AdvMediaProductions.com Twitter for Online Marketing and Customer Service Twitter as an Online Marketing Tool Increases brand visibility Establishes authority & “thought leadership” Generates online and offline WOM Promotes discounts, coupons and deals for products and services Using Internet Marketing to Build Your Business

Twitter as an Online Marketing Tool

Increases brand visibility

Establishes authority & “thought leadership”

Generates online and offline WOM

Promotes discounts, coupons and deals for

products and services

© Advanced Media Productions AdvMediaProductions.com Twitter for Online Marketing and Customer Service Twitter as a Customer Service Tool Product research and feedback through polling of “ follower” network Quick problem solving – Builds customer loyalty and enhances brand image Using Internet Marketing to Build Your Business

Twitter as a Customer Service Tool

Product research and feedback through polling of

“ follower” network

Quick problem solving – Builds customer loyalty

and enhances brand image

Traffic, Landing Page and Conversion Using Internet Marketing to Build Your Business © Advanced Media Productions AdvMediaProductions.com Landing Page Organic Search Email PPC Search Twitter Social Networks - Facebook - MySpace - LinkedIn - YouTube

- Focus on good content - Unique selling proposition, messaging, and call-to-action - Professional design - Consistent and structured layout, clean graphics, consistent use of typefaces and point sizes - Information architecture and usability - Findabilitiy - Build trust and credibility - Physical address, phone number, privacy statement, About page - Provide good user communications - Email, phone, contact form Web Sites/Landing Pages Using Internet Marketing to Build Your Business © Advanced Media Productions AdvMediaProductions.com

Ineffective Landing Page Using Internet Marketing to Build Your Business © Advanced Media Productions AdvMediaProductions.com

Effective Landing Page Using Internet Marketing to Build Your Business © Advanced Media Productions AdvMediaProductions.com

Tracking and Reporting Using Internet Marketing to Build Your Business © Advanced Media Productions AdvMediaProductions.com ROI Tracking Programs - Allows Marketers to Measure Results and Improve Conversion Across the Media Mix - Click-through rate by single source of all media - Sales by single source or all media - ROI by single source of all media Web Analytics Programs - Records the Customers’ Path Through the Web Site - Identifies Single-Page Views and Site Exits - Identifies Shopping Cart Abandonment Patterns and Where Prospects Bailed Out

Google Analytics Using Internet Marketing to Build Your Business © Advanced Media Productions AdvMediaProductions.com

Louise Rijk Vice President of Sales and Marketing Advanced Media Productions 888-755-5151 x17 Twitter: @LouiseRijk www.AdvMediaProductions.com © Advanced Media Productions AdvMediaProductions.com Thank You! Using Internet Marketing to Build Your Business