What does it take to make it online? You need to have a feasible business not to mention a strong work ethic. You also need a persuasive website that gets the right kind of traffic from the right sources.
Discover how to get your website to the top of Google and use content to bring people in. Topic covered include: SEO, web design, social media marketing, content marketing and business strategy.
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How to Win the Online Marketing Game - For Ignitors 2014
1. Presented by:
Coryon Redd
coryonredd@coryon.com
www.linkedin.com/in/coryonredd
1
Win the Internet Marketing Game
Introduction to Online Marketing
For Sierra Commons
Ignitors Course– Fall 2014
View this presentation online at:
http://www.coryon.com/business-ignitor-2014
5. Let’s Start with the Basics:
• Start with a persuasive website
• Website visits from many sources
Search Engines (SEO)
Social Media
Video
Email
Pay For It – Sponsored Search, Facebook
Lots More Options
7. Content Marketing is:
Audience Focused
Communication
Branding
Relevant and Valuable
Informative and Interesting
Content Marketing isn’t:
8. Tools to Research Your Market:
Survey Your Market
Create Personas
Keyword Research
SocialMention.com
Research Competitors
9.
10. A Bit About Me
My name is Coryon Redd.
I like to do business. Founder of
Batteries4less.com and Coryon.com
Internet Marketing.
I like to travel. Grabbing the
tigers by the tail in Thailand.
I like to teach.
Teacher of the Year
Award in 2014.
I love my family.
My 3 kids - Julia, Kleo and Gulliver.
I’m also a solar consultant for SunPower by Alternative Energy
Systems. For me that means, putting more solar power plants
on more roofs to offset global warming.
11. PART 1 - We’re Ready to Roll!
What will be covered:
11
• What a website is supposed to do and how to do it!
• Real world examples and low hanging fruit.
• Lots of references for you to learn on your own.
• http://youtu.be/hF515-0Tduk - Succinct description of SEO
• How people make money with social marketing and
videos - cute cats and blended iPhones. (Go watch “Will It
Blend” on Youtube…)
13. 13
Here’s What!
Marketing 101 (in 1 slide)
Who is your Market?
Branding
What is your Mission? - Why Are You in Business?
• Simon Sinek TED Talk - goo.gl/4OMRpr
Manage your Message – Takes Time and Effort
Features vs. Benefits
Marketing is Not Selling!
17. 17
Is my Business Ready to Compete Online?
Market Research
Do you have a product or service that people are
looking for?
Keyword research – Google Keyword Planner
Keyword Planner is part of Google Adwords
Determine Products and Services
Do competitor research to help guide and inspire
you.
Determine Business Feasibility
Is being in business worth the risk? Can I do it?
Resources and Your Why
Do I have enough time, knowledge, passion, work
ethic and money to succeed? What’s your WHY?
18. 18
Class Exercise
What makes your business special?
Brainstorm a list of competitive advantages:
Years of experience
Unparalleled expertise
Friendly customer service – given!
Quality product
Reliable
Warranty and Guarantee
Discounts to qualified customers
The best, the brightest, the coolest…
http://youtu.be/CFHe04jj1rA
19. What do you want your website to do for you?
• (Directly) sell your goods or services?
• Generate leads (potential sales)?
• (Simply) provide contact info?
• Build relationships with other websites
19
20. 20
How to build a website
What do you want to do and what is your budget?
Research your keywords and your market.
Use your competitors to make your website better.
Plan ahead. Create a wireframe and list what pages your
website should have.
How much time do you have?
What do you want to say?
Tools of the Trade – Wordpress, Joomla, Dreamweaver, etc.
21. 21
Website Organization Chart
Request sharing with Google Drive by emailing coryon@gmail.com
22. The start of the funnel –
The middle of the funnel –
22
What is my supposed to do?
Website Sales Funnel
Visitors getting to your
website.
Browse website and consider
sale.
The end of the funnel –
Call to action, shopping cart,
contact form, etc.
23. 23
Have an Internet Presence!
Effective websites are:
Built around how people search
Persuasive
Branded
Easy to use
Have something to say
Competitive in the marketplace
Socially active
25. 25
Why Do Search Marketing?
• Wide audience reach
• Reach local audience
• Lots of resources and support
• No cost per click for SEO
• Targeted traffic
• High conversion rates
• http://youtu.be/DwZnzclAkHA - Watch
the video
26. 26
A Brief Overview of
Search Engine Optimization
4 Simple Steps to SEO
Keyword Research
Competitor Research
Website Design and Landing Pages
Enter the Google Popularity Contest
27. 27
Set Goals for Your Success
Better Website
Learn It Yourself
Top Rankings on Google
More Online Traffic
More Revenue, More Profit
28. 28
Winning the Google Popularity Contest
How does Google Crown a Winner?
Incoming links and social engagement
Get the Votes that Matter…
Social signals from popular social sites
Links from quality, related websites
Not the Ones that Piss Google Off
Google can smell out low quality links
Google is an 800 lb Gorilla
29. 29
Online Marketing Glossary
• SEM / SEO – Search Engine Marketing
• Organic vs. PPC – Pay Per Click
• Keyword – One Keyword or Phrase
• Landing Pages
• Tag –Title, Headers (H1), Meta Tags
• SERP – Search Engine Results Page
• Google PageRank
• Linkjuice – External, internal links
• Wireframe
• ROI – Return On Investment
• Content Marketing
30. 30
People are Searching for your Business…
Right Now!
What are Keywords?
The Exact Ways People Search Google
What are People Searching for?
Use the Google Keyword Planner
Also Check Out Google.com/trends
What are Target Keywords?
The Most Important Keywords – Relevancy and # of Searches
What does it mean for my Website?
Create Keyword-Focused Landing Pages
31. Keyword Research Best Practices
Login with an email address used for a
Google Adwords Account.
Start searches look at related
keywords then narrow down
searches.
Look at Local (United States) Monthly Searches.
Download spreadsheet and edit in a spreadsheet program like
31
Excel.
Go back to Keyword Planner with more specific searches and
download again.
Create a keyword spreadsheet with groups of keywords that
will be used for landing pages.
32. The lens of SEO Sharpens All
of Your Internet Marketing
33. 33
Content is King
Blogging, Video, Web Pages, & More
34. 34
Distribution is Queen
Facebook, Twitter, Linkedin, Press Releases, Blogs
35. 35
SEO is your Ace in the Hole
Win the Game and Make More Money
36. 36
Internet Marketing Resources
Coryon.com Resources page
• Coryon.com/resources
• Training videos Coryon.com/video
Moz.com SEO for Beginners Guide
• http://www.seomoz.org/beginners-guide-to-seo
SEMPO Learning Center
• sempo.org/learning_center/
Discover what really works in optimization
• marketingexperiments.com
Online marketing magazines / articles
• practicalecommerce.com
• webpronews.com
SEO Glossary
• seoglossary.com/
Moz.com article about Google Algorithm factors
• seomoz.org/article/search-ranking-factors
Nevada County Online – Expert Speakers Monthly
• nevadacountyonline.com
37. 37
Homework
Keyword Research – Create a spreadsheet with top keywords for
your website
Competitive Advantages – Brainstorm with friends, associates
and family
Read about Google PageRank and the importance of link
building
38. Read these articles to learn more about PageRank and SEO
38
Next: Google PageRank and
Local Search
PageRank reflects the quantity and quality of
incoming links. Links vote for better websites.
searchengineland.com/what-is-google-pagerank-a-guide-for-searchers-
webmasters-11068 – Or go to shortened URL -
goo.gl/9Gh3g
http://www.webseoanalytics.com/blog/is-google-pagerank-still-important-
in-seach-engine-optimization/ - Short URL =
goo.gl/Ovyf3
en.wikipedia.org/wiki/PageRank - Optional reading - detailed
article about PageRank
http://www.seomoz.org/blog/the-beginners-checklist-for-small-business-
seo - Beginner’s Checklist for SEO – Short URL =
goo.gl/FL14I
40. Go to Coryon.com to Learn More
View this presentation at: http://www.coryon.com/placer-intro-fall-2014
Notas do Editor
Let’s stop here a moment and make sure we are clear on what I mean by Internet marketing.
How do you feel about Internet Marketing?
Blogs, social media or videos. Create compelling marketing so that people subscribe to your content and share it with their friends.
Blogs, social media or videos. Create compelling marketing so that people subscribe to your content and share it with their friends.
Ties together Editorial, marketing, PR, SEO and social
Don't fear. When you understand the concepts I'll be sharing with you you'll learn how the internet creates many directions of opportunity.
Blogs, social media or videos. Create compelling marketing so that people subscribe to your content and share it with their friends.
Comment from Erin. If she talked about the features of the motel it would be boring. Instead – Why? Because we love Nevada City! Share our passion then come stay with us.
Let’s stop here a moment and make sure we are clear on what I mean by Internet marketing.
Don't fear. When you understand the concepts I'll be sharing with you you'll learn how the internet creates many directions of opportunity.
I would have picked a swan among the ducks but a goose is quite nice too.
80% of online purchases start with a web search.
Google focused – 69% of market share
Keyword targeting focuses the right customers to the right pages on your site
Google “seal of approval” – #1 position = confidence in your business
thinkseer.com/tools/seo-search-engine-marketing-roi-calculator.php - SEO campaign ROI calculator
Wireframe - strangesystems.net/archives/2005/03/using_wireframe.php
strangesystems.net/images/wireframes_template-graffle.gif – single page wireframe template
http://www.gdoss.com/web_info/ia_deliverables/pmms_wireframes_4.3.pdf - example of full site wireframe
Don’ t Make Me Think: http://www.amazon.com/s/ref=nb_ss_gw?url=search-alias%3Daps&field-keywords=don%27t+make+me+think&x=0&y=0
Billboard design:
Fact of Life #1 – We don’t read pages, we scan them.
1. We’re usually in a hurry
Save as much time as possible, must keep them moving toward the end result of what they want to obtain… much like sharks need to keep moving.
2. Know that we don’t NEED to read everything.
We just need the bits that will give us the necessary information to keep our interest and the rest is irrelevant.
3. We’re good at it
Force of habit… our normal routine with almost everything we read involves scanning.
Fact of Life #2 – We don’t make optimal choices; we sacrifice - Choose the first reasonable option. (They don’t compare options; they take the first reasonable plan that comes to mind.)
1. We’re usually in a hurry
2. There’s not much of a penalty
Call To Action: http://www.amazon.com/Call-Action-Formulas-Improve-Results/dp/078521965X/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1216404636&sr=1-1
CSS: detailed article about CSS and SEO. Covers topics such as rearranging page content for spiders, making pages more crawlable
http://www.ecommerce-guide.com/solutions/advertising/article.php/3579196 - Design the perfect product page
http://www.ecommerce-guide.com/solutions/building/article.php/3584596 - Design the best check out pages
http://www.useit.com/alertbox/designmistakes.html Top Ten Web Design Mistakes of 2005
http://www.bedfordstmartins.com/markel_tutorial/ step by step tutorial
http://www.webreference.com/authoring/design/tutorials.html - list of many resources for building a website
http://websitetips.com/usability/ - Usability is an important goal of any website
http://www.wdvl.com/Authoring/Tutorials/usability.html - tutorial and in depth look at usability principles
Open browser and ask for volunteer for keywords.
focus on related keywords
ratio between searches (cellphone vs cell phone)
if a page doesn’t exist - you can build it
http://www.keyworddiscovery.com/search.html - Free keyword research tool.
https://adwords.google.com/select/KeywordToolExternal - google external tool
http://tools.seobook.com/keyword-tools/seobook/- very cool tool that shows keyword count estimates from wordtracker, google, yahoo, msn and more.
Open browser and ask for volunteer for keywords.
focus on related keywords
ratio between searches (cellphone vs cell phone)
if a page doesn’t exist - you can build it
http://www.keyworddiscovery.com/search.html - Free keyword research tool.
https://adwords.google.com/select/KeywordToolExternal - google external tool
http://tools.seobook.com/keyword-tools/seobook/- very cool tool that shows keyword count estimates from wordtracker, google, yahoo, msn and more.
Open browser and ask for volunteer for keywords.
focus on related keywords
ratio between searches (cellphone vs cell phone)
if a page doesn’t exist - you can build it
http://www.keyworddiscovery.com/search.html - Free keyword research tool.
https://adwords.google.com/select/KeywordToolExternal - google external tool
http://tools.seobook.com/keyword-tools/seobook/- very cool tool that shows keyword count estimates from wordtracker, google, yahoo, msn and more.
Open browser and ask for volunteer for keywords.
focus on related keywords
ratio between searches (cellphone vs cell phone)
if a page doesn’t exist - you can build it
http://www.keyworddiscovery.com/search.html - Free keyword research tool.
https://adwords.google.com/select/KeywordToolExternal - google external tool
http://tools.seobook.com/keyword-tools/seobook/- very cool tool that shows keyword count estimates from wordtracker, google, yahoo, msn and more.
Marketingexperiments.com – articles with real life case studies, free email newsletter, professional certification,
practicalecommerce.com – short articles written by experts, ecommerce focused, SEO report card,
Dir.yahoo - in order of popularity
sempo.org/learning_center/resources/ - A great list of SEM resources.