1. Internet Marketing with IMPACT
By Stephanie Chandler
Copyright © by Stephanie Chandler

2. 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

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

4. Organic Search vs. Pay Per Click

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

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

7. 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 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.

8. 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

9. SEM – Search Engine Marketing
Google:
Yahoo:
Pay-Per-Click
Text Ads
Banner Ads
Google Ad Sense

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

11. 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 Addresses
Contact Information

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

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

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

15. 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

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

17. 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

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

19. Facebook Example

20. The Power of Groups

21. Twitter Example

22. NYTimes

23. LinkedIn Example

24. LinkedIn Groups by Keyword

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

26. 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?

27. 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?

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

29. Your Online Marketing Plan
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?

30. 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?

31. 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

32. Thank You! Questions? Stephanie@StephanieChandler.com