This document provides tips for using internet marketing to find a job. It recommends treating your skills and experience as a product to market online. Key strategies include researching target markets using keyword analysis, optimizing profiles on sites like LinkedIn and Facebook, building an active online presence through a website and blog, and using analytics to monitor traffic and fine-tune campaigns. Search engine optimization and pay-per-click advertising are important tools to help potential employers find you online.

1. Internet Marketing Success Using the web to find your next job Kevin Conway Boston eMarketing Solutions www.eMarketingSolutions.org401-743-4433 “Feel free to invite me to your Linkedin Network”

2. The product for sale is YOU Have hiring managers and recruiters contact YOU Stand out among your piers TRULY “Think outside the box”. The internet is inundated with powerful tools for job seekers, many which are largely unknown Same product strategies can be used for jobs Cast your net far and wide Don’t limit yourself to linkedin or career builder Get familiar (even proficient) at other social sites, Facebook, MySpace, Squiddo, etc Market Yourself Online

3. Analyze and Monitor the demographics FacebookvsLinkedin FacebookvsLinkedin Linkedin’s audience has shifted younger, with the 18-24, and 25-35 year old segments both growing by nearly 15%. Facebookaudienceis maturing: In June of 2007, nearly over 35% of Facebook traffic came the 18-24 year old segment, compared to around 22% in June 2008 Point is expand your networking horizon “Build it an they will come” does NOT apply – MUST DRIVE traffic to your profiles/web sites. A Little More About Social Sites

4. Research Market Target Capture Interest & Convert (to an action) Monitor your traffic Steps to Success

5. Research your market Use search engine tools Two primary search engine strategies Search Engine Optimization (SEO) – Organic Search Pay-per-Click (PPC) - Paid Search Core of internet market research is keyword research & analysis Research & Discovery

6. Discover HOW MANY people are looking for you? Keyword analysis – the heart of online market research Segment the analysis (design multiple strategies) Behavior keyword analysis Data Collection & Targeting

7. Google Adwords Keyword ToolResults for “Project Manager Boston”

8. Collect & Analyze data

9. So what do these numbers mean? A LOT of people are searching online for Project Manager in the Boston area BUT, are they ALL specifically looking to HIRE? NO, BUT WHO CARES! Out of THOUSANDS of searches, there is a significant percentage looking to hire OR looking for a recruiting agency to find one for them (HEY , are you thinking what I’M THINKING?) Analyze the data

10. Google Results for PM BostonOver 6 Million Results and NO Project Managers to be FOUND!

11. Pay-per-click (PPC) Paid search engine advertising Only pay IF ad is clicked Highly targeted, High control Organic Searches (SEO) UNPAID (FREE) search engine advertising Little control, limited ability to target Most users click these sites (via lab tests) Requires high level of skill to get ranked Search Engine Marketing

12. What is Optimization? Internal Optimization Such as optimizing your Linkedin or Facebook profile Limited or no indexing by search engines Search Engine Optimization (external) How your web site or blog ranks in search engine Unlike social network profiles, a web site can be highly optimized for search engines. Search position based on keyword query Google has ranking algorithm HIGH positioning for “tier one” keywords has created many millionaires! Optimize! Optimize! Optimize!

13. Optimize your landing page for your audience Give them a reason to stay – Get their attention! Provide value (i.e. Free report, Expert blog) Convert visitor to take action Entice visitor to provide contact information Capture Interest & Convert

14. Amazing power to see activity of your web site visitors & online ads Using Web Analytics software can see how, how many, how long, how successful. Continually fine tune your online marketing campaign until successful Spy on your VisitorsThe Power of Web Analytics

15. Active Web Presence Web Site Blog Write articles with RSS feeds Passive Presence Social networking Linkedin, Facebook, MySpace, Must Have an Active Online Presence

16. Don’t be afraid to promote yourself Dan Kennedy says “Shameless promotion is the key to success” Free to create and promote a blog Wordpress, Blogger Great way to exhibit your expertise and passion Personal Blog

17. Nancy has created her personal web site Highlights her career successes Is her site optimized for her targeted audience? Ex: Nancy is seeking a senior level position, “Business Development Manager” In August over 27,000 searches for this term Case Study

18. Nancy’s Web Site

19. SEO Report Results Title tags incomplete Meta tags missing (but today no big deal) Numerous keyword positioning issues Low keyword weight/density No keywords are bold No internal or external links No image alt tags Etc SEO Analysis for Nancy’s Site

20. Few local businesses (and job seekers) are web savvy. In the land of the blind the one-eyed man gets to be king “90% of success is showing up” Woody Allen “Among all the people who might hire you, MOST will never hear about you.” Seth Godin Quotes from the Experts

21. A Picture is Worth ?Results of tier one keyword with 400K monthly search volume