Internet Marketing with IMPACT By Stephanie Chandler Copyright © 2009-2010 by Stephanie Chandler

It’s No Longer Optional – We Need Our Websites to Stay Competitive Welcome! Is your website doing its job? Online Brochure vs. Business Tool Lead Generation Lead Conversion Web Traffic Statistics It’s No Longer Optional – We Need Our Websites to Stay Competitive

How Search Engines Work 12 Billion Searches Per Month: Google = 70% Yahoo = 20% MSN, AOL, Ask = 10% Spiders Algorithms Results Ranked Based on Relevance

Organic Search vs. Pay Per Click

SEO – Search Engine Optimization Keywords/Key Phrases Page Title Meta Tags Description Images Repeated on Page

SEO Best Practices Keyword Concentration Relevant Incoming Links Minimal Use of Flash Frequent Updates Content is King

Web Copy – Do You Want to Read This? Welcome to GreatCompany.com Our company is really great because it was founded in 1969 and has been running really well ever since. Our products and services are great too. We package them in Iowa and ship them to you directly. We ship via UPS. We don’t offer Federal Express or freight shipping options. If you want to place an order, just give us a call. Sorry, we don’t accept online orders yet. We don’t answer email either so please call us for information. You should do business with us because we’ve been around for a really long time. Our factory is out in the country. We would love to give you a tour. We close for lunch from noon until 1pm so tours must be scheduled before or after lunch. We are also open for one Saturday each month. Call us to schedule a tour. Make sure you ask for Tom because he schedules the tours. If Tom isn’t available, leave a message and he will call you back. You could also call back and ask for Susan. Our management team is really great too. They will take good care of you. We provide personalized service for every one of our customers. You should really consider coming to buy one of our products. We accept returns within 7 days, no exceptions. We have an excellent customer service department available between 9am and 5pm. If you call us before or after that, leave a message and someone will call you back. Sorry, we can’t accept online orders at this time. But we have really great products so you should just call us anyway. We love our customers and will take good care of you, as long as you call between 9am and 5pm.

Web Copy – Every Word Counts Short Attention Span Theater Break Up the Text (headlines, bullets) Call to Action Keyword Strategy for Every Page FAQs Page Overcome Objections

SEM – Search Engine Marketing Google: http://adwords.google.com Yahoo: http://searchmarketing.yahoo.com Pay-Per-Click Text Ads Banner Ads Google Ad Sense

SEM Best Practices Have a Goal in Mind Set a Budget Every Word Counts Test, Test, Test Reevaluate Often

The Site Visitor Experience WIIFM – What’s in it for me? Useful Information (articles, resources, news) Easy to Navigate Interactive (forums, message boards) Surveys (SurveyMonkey.com) Capture E-mail Addresses Contact Information

Email Marketing Statistics Permission Marketing at its Best Low-Cost 25% Open Rate vs. 5% Direct Mail High Return on Investment: Email ROI per $1 spent: $51.45 Print Catalogs: $7.00 Non-Email Marketing: $21.08 Source: Emaillabs.com

Email Marketing Benefits When done correctly: Shorter Sales Cycles - Repeat Exposure Builds Loyalty Creates Immediate Results Timely (Events, Sales, etc.)

CAN SPAM Compliance Act http://FTC.com Cannot Purchase/Rent Lists Readers Must Opt-in Headline Cannot be Misleading Provide Opt-out Instructions Include Physical Mailing Address

Keys to Email Marketing Success Meet the Needs of Target Audience Valuable, Interesting Follow the 80/20 Rule Avoid List Burn-out Sign-up Box on Every Page of Your Site Incentive to Opt-in

Blogs 101 Web Log Great SEO Media Potential Keep it Simple Multiple Categories Content from Customers, Peers, Employees

Video Adds Interest to Website Product Demos, Testimonials, Clips from Trade Shows, Manufacturing Process YouTube.com – Funny, Controversial No SEO Yet, But it’s Coming

Social Media for Business Build brand awareness Engage past clients Attract new clients Immediate impact Create community Viral marketing

Facebook Example

The Power of Groups

Twitter Example

NYTimes

LinkedIn Example

LinkedIn Groups by Keyword

Secrets to Social Media Success Authenticity Frequent participation Engage with audience Focus=Target audience Integration and cross-promotion with existing marketing activities

Your Online Marketing Plan Target Audience Who do you want to reach? Where can you find them online? Can you carve out a niche? SEO Strategy What keywords and phrases should your site include? How can you generate incoming links? What is your content creation plan? (articles, news, etc.) How frequently can you add/update content?

Your Online Marketing Plan Website Copy Is your current copy effective? Is it easy to read? Is there a call to action? Search Engine Marketing Do you have a budget for online ads? What is the purpose of your ads? How will you measure results?

Your Online Marketing Plan Site Visitor Experience What value does site provide to visitors? Is it easy to navigate? Are you capturing email addresses? Is contact information easy to locate? Does the site give visitors a reason to return? Does it inspire them to take action?

Your Online Marketing Plan Email Marketing How can you leverage this tool? (newsletters, campaigns) How frequently will you send announcements? How can you build your mailing list? Will you handle this in-house or outsource? Blogging Does a blog make sense? What kind of content should it include? How often will you post updates?

Your Online Marketing Plan Social Media What does your target audience want? What kind of resources can you dedicate? What kinds of content can you generate and share? How can social media align with your business goals? How soon can you get started?

Now What? Talk to your Web management team (or develop one) Outsource services if needed: Copywriting, Web Design, SEO, SEM, Newsletters, Video Development, Online Business Manager

Thank You! Questions? Stephanie@StephanieChandler.com www.StephanieChandler.com 800-877-1097