Presentation on Internet Marketing given to the 2009 Construction Expo at the Raleigh Convention Center

1. 2009 Raleigh Construction ExpoInternet Marketing

2. The Company Charlotte Based Team

3. Internet Marketing Effective Internet marketing requires a comprehensive strategy that synergizes a given company's business model and sales goals with its website function and appearance, focusing on its target market through proper choice of advertising type, media, and design.

4. Internet Marketing

6. SEM – Search Engine Marketing

7. PPC – Pay Per Click

9. Source Code – HTML, PHP, JAVA, ASP

10. Meta Tags

11. Natural / Organic Results

13. 2008 Online spending = approximately $105B

14. TV / Radio / Movies = $98.5B

15. Online Marketing surpasses TV / radio & movies for the first time

16. Annual ad spending report by Outsell, Inc.

18. How many people looked at the sign?

19. How many people logged the number?

22. How many people saw your page?

23. How many people noticed your ad?

24. How many people logged the number?

27. How many people throw away?

28. How many people noticed your ad?

30. The Trend

31. The Trend

33. You know how many leads

35. Site Design

36. Site Design Conversion is….. When a general site VISITOR becomes a LEAD or a SALE “All online marketing efforts are 100% pointless without realizing conversion. The lead or the sale is the ultimate goal….”

38. Visitors decide within the first 7 seconds

40. 3 Click Rule

41. Breadcrumb

43. Site Design Breadcrumb: Subpages throughout the site should offer the visitor a view of the path by which they arrived. This allows for quick, efficient navigation through the site

44. Site Design Clean Homepage: Good design can take the place of ranking and positioning for leads…. #1 #1 spot does NOT guarantee leads!!

45. Site Design This is the top ranked site for this search:

46. Site Design With a homepage that visitors run away from:

47. Site Design Here is the number 2 rank for the same search:

48. Site Design With a homepage that promotes strong conversion:

49. Site Design This website ranked at position 2-5 will create more leads than the #1 ranked site simply by virtue of design The #1 rank is worth NOTHING if it doesn't convert the visitors into leads

50. Landing Pages “Developed specifically to capture the target user and offer an immediate conversion”

51. Call To Action Page content grabs attention and makes the visitor say “yes, that is what I want” Multiple “calls to action” allow visitor to convert immediately into a lead

53. Most Popular Pages

54. Geographic Visitors

55. Top Search Engines

57. The Layout PPC LOCAL PPC NATURAL | ORGANIC

58. PPC vs. SEO Paid Advertising or SEO: Which is best for my business?

61. PPC | Adwords CTR - Click Through Rate measures number of clicks against number of impressions. CPC - Cost Per Click measures the overall cost of bringing a visitor in. Keyword Variables: Are you using the most effective terms and/or variations of the term

62. Keyword Variables Prior to Proper Mgmt. Search Phrases Targeted Plastic Surgery Face Lift Tummy Tuck Breast Augmentation Liposuction Skin Care Cosmetic Surgery 69 others…….

63. Keyword Variables Search PhraseVolume Plastic Surgery Charlotte……………….... Plastic Surgery Charlotte ………………... Face Lift Charlotte…………………….…... Tummy Tuck Charlotte……………............ Breast Augmentation Charlotte…………. Liposuction Charlotte…………………….. Skin Care Charlotte………………………. Cosmetic Surgery Charlotte………. ……. 3612 1300 93 140 396 320 487 880 Over 7200 people searched for their services last month in “Charlotte” alone.

64. Keyword Variables Search PhraseVolume Plastic Surgery NC……………………… Face NC………………........................... Face Lift NC……..………………………. Tummy Tuck NC…………….................. Breast Augmentation NC……………….. Liposuction NC…………………………... Skin Care NC…………………………….. Cosmetic Surgery NC………….………... 5460 1320 480 720 970 1100 1300 1280 Over 12,000 people searched for their services last month in “NC” alone.

65. PPC | Adwords Conversion is….. When a general site VISITOR becomes a LEAD or a SALE “All online marketing efforts are 100% pointless without realizing conversion. The lead or the sale is the ultimate goal….”

66. PPC | Adwords PPC Management has one goal….. Lower Cost Per Conversion Increase Number of Conversions

67. SEO Mgmt.

68. Rank Importance Competition for the search term 77% of users start clicking on these sites

69. Rank Importance Top 3-5 Natural results almost insures a visitor to your site

70. Rank Importance Percentage of users that only select on Page 1 is on the rise! % % % % % % % Source: Jupiter Research – 11/08

71. Rank Importance 49% Of users will abandon the search and change the search term if they don’t find relevant results on page #1 Source: Jupiter Research – 11/08

72. Rank Importance 39% Of users believe that the companies that come up highest in rankings are leaders within their field or industry Source: Jupiter Research – 11/08

73. Lead Generation “Network Support Charlotte” #1

74. Lead Generation “Charlotte Web Design” #1

75. Lead Generation “IT Outsourcing” (National) #4

76. Lead Generation “Website Design” (National) #5

77. How It Works Scrubs your site to read and index data

78. How It Works Sends & stores data in multiple locations (datacenters)

79. How It Works Search engine algorithm is being run throughout the servers & datacenters. Different centers & servers will run different versions.

80. How It Works

81. How It Works Search Engines will take into account hundreds of factors within their algorithm. These factors are ever-changing as to not be discovered for the purpose of result manipulation. Successful SEO Firms will have the ability to stay on the cutting edge of what changes are being made to the current algorithm…….

82. How It Works

83. Do-It-Yourself?

84. Do-It-Yourself? Google will ban your site completely! “As Google changes it’s algorithm, it will deem previous SEO tactics as Black Hat Tactics and upon catching this, will ban your website”

85. Keyword Density Analyze the frequency and usage of keywords or phrases based on relevance

86. Site Score One of the many things that plays a role is the page count

87. Case Study Challenge:Website was built completely using “flash”. Site did not rank for any of the search terms within the top 10 pages of results. Solution:Developed a high-level offsite campaign that incorporated the use of link building, online PR, landing page development, blogs and forums and social media. Keywords Top 10 Top 20 Unique Visits

88. Social Media & Brand Mgmt.

90. Weblogs

91. Wikis

92. Social Networks

93. Podcasts

94. Social Bookmarking

96. Social Media Needs to be setup in a certain way to produce desired results

97. Social Media DIRECTORIES PRESS RELEASES NEWS FEEDS ARTICLE SUBMISSIONS VIRAL VIDEO BLOGGING PAID REVIEWS FORUMS LINK BAITNG

99. Highlight your core strengths and build a buzz through online communities

100. Stay focused on keyword performance. Study reports.

101. Make changes to keywords that under-perform

102. Watch your spending

103. Perform “basics” to provide a foundation for more advanced techniques

104. Constantly add “relevant” content. Content is King!

105. Keep it clean and easy to navigate.

106. Focus on a seamless flow for visitors to become leads.