Do YOU Make These Internet Marketing Mistakes? Presented by: Pete Kennedy and Phil Frost Internet Marketing Consultants Growthink, Inc.

Areas Covered Who is Growthink? Why Internet Marketing Now? What, Exactly, Is Internet Marketing? What Goes Wrong? How to Do it Right?

Growthink Credentials Inc. 100 Fastest-growing Business Services Company in U.S.A. Better Business Bureau A Rating Recognized for our thought leadership regarding entrepreneurship, strategic planning and online marketing Have built multi-million dollar Internet businesses, managed millions of dollars in online advertising

Why Internet Marketing Now? Traditional Marketing Tactics Becoming Less Effective Benefits of Internet Marketing –Targeted –Measurable –Cost-Effective –Early Mover Advantage Still Exists Smart Allocation During a Downturn

But What, Exactly, Is Internet Marketing? Key Components 1.Website Design 2.Search Engine Optimization 3.Social Media Marketing 4.Pay Per Click Advertising 5. Marketing

What Typically Goes Wrong? Website Design Search Engine Optimization Social Media Pay Per Click Marketing

Top Website Design Mistakes 1.Impeding search engines 2.Poor cross-browser compliance 3.Egocentric site copy 4.Lacking clear USP 5.Lacking clear call-to-action 6.Brochure Website Design

What is SEO? Why Does it Matter? Reach people who are specifically seeking your information and products Investment in SEO provides on-going streams of relevant website traffic SEO

Top Search Engine Optimization Mistakes 1.Web design impediments 2.Believing SEO is only a web design issue 3.Not identifying words that people actually search 4.Not optimizing pages for desired keywords 5.Keyword-stuffing / over-optimizing SEO

Top SEO Mistakes (continued) 6. Writing for robots instead of humans 7. Duplicate content and near duplicate content 8. Stagnant content 9. Not building links to website 10. Focus on rankings vs. traffic (or transactions) SEO

The New Kid on the Block Why Social Media Matters Communicate with and gain insights from target customers Social media provides tremendous reach at a fraction of the cost of traditional marketing methods Create awareness and buzz around your brand, service, or product Successful social media marketing campaigns attract links, and as a result, enhance SEO efforts Social Media

Top Social Media Mistakes 1.Not doing it I dont have time… 2.Not having a purpose + plan Random, meaningless content 3.Being too promotional Beware of the Amway guy 4.Not sticking with it I got busy… Social Media

What is Pay Per Click? Reach people who are specifically searching for your information and products Receive immediate and detailed feedback on performance of campaign Reach thousands of potential customers within minutes PPC

Top PPC Mistakes 1.Not being targeted 2.Not being relevant 3.No conversion tracking 4.No capture 5.Not testing PPC

The Power of Marketing Guide customers through buying cycle –Browser –Shopper –Buyer –Lifetime Customer Cost-effective, automated, scalable Newsletters, follow-up campaigns Marketing

Top Marketing Mistakes 1.Not opting-in 2.Not being relevant 3.Not adding value 4.Not taking advantage of powerful technologies Marketing

How to Do it Right?

Take an Integrated Approach You might be thinking Im comfortable with SEO… Im used to PPC… Im afraid of social media… Why not just do one piece? Integrated Approach Provides: Synergy Cumulative Results and Spreads/Limits Risk How to Do it Right

In-House vs. Outsourced Internet Marketing Why not just do it yourself? Great option if you have the interest, resources, commitment But outsourcing has its own benefits You can remain focused on your core business activities Often produces better ROI Both choices have their Pros / Cons How to Do it Right

How We Work with Clients Initial Call to Determine Business Goals –What is your current status? What do you want to achieve? –Who is your audience, who are your competitors? –How will your business benefit from an integrated internet marketing campaign? Create Customized Action Plan –Audit website –Perform research (keyword, competitive research) –Develop custom SEO, social media, PPC, and strategies to achieve business goals Implement Campaign –Typically Structure: 6 month retainer –Fees range from $1K-10K/month, depending on complexity/amount of work required How to Do it Right

Next Steps Consultation to discuss business goals If theres a fit, you receive a complimentary website audit as part of the consultation/proposal process to learn

Resources Online Tools, Resources, Products Keyword Research –Google Adwords Keyword Tool (free)Google Adwords Keyword Tool –Wordtracker (subscription)Wordtracker –Keyword Spy (subscription)Keyword Spy Duplicate content checker –CopyscapeCopyscape Free site analysis tool –HubSpot Website GraderHubSpot Website Grader Books –Dont Make Me Think by Steve Krug –The New Rules of Marketing and PR by David Meerman Scott Blogs –AllTop.com (various categories of top blogs for SEO, Content Marketing, etc.) Growthink –Well be creating more content, resources, products and services on the topic of Internet Marketing in the coming weeks and months

Contact Pete Kennedy Phil Frost