How to Win the Online Marketing Game - For Ignitors 2014

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Presented by:Coryon [email protected]/in/coryonredd

Win the Internet Marketing GameIntroduction to Online Marketing

View this presentation online at: http://www.coryon.com/business-ignitor-2014

For Sierra Commons Ignitors Course– Fall 2014

Can Online MarketingGrow Your Business?

What is Internet Marketing?

Let’s Start with the Basics:

Search Engines (SEO)Social MediaVideoEmailPay For It – Sponsored Search, FacebookLots More Options

• Start with a persuasive website• Website visits from many sources

What is Content Marketing?

Audience FocusedCommunicationBrandingRelevant and ValuableInformative and Interesting

Content Marketing is:

Content Marketing isn’t:

Selling

Tools to Research Your Market:

Survey Your MarketCreate PersonasKeyword ResearchSocialMention.comResearch Competitors

A Bit About MeMy 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.

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PART 1 - We’re Ready to Roll!

What will be covered:• 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…)

What is Marketing?

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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!

Can you SimplifyYour Online Marketing?

Make a Plan

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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 ServicesDo competitor research to help guide and inspire you.

Determine Business FeasibilityIs being in business worth the risk? Can I do it?

Resources and Your WhyDo I have enough time, knowledge, passion, work ethic and money to succeed? What’s your WHY?

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Brainstorm a list of competitive advantages:

Class ExerciseWhat makes your business special?

Years of experienceUnparalleled expertiseFriendly customer service – given!Quality productReliableWarranty and GuaranteeDiscounts to qualified customersThe best, the brightest, the coolest…http://youtu.be/CFHe04jj1rA

• (Directly) sell your goods or services?• Generate leads (potential sales)?• (Simply) provide contact info?• Build relationships with other websites

What do you want your website to do for you?

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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.

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Website Organization Chart

Request sharing with Google Drive by emailing [email protected]

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What is my supposed to do? Website Sales Funnel

The end of the funnel – Call to action, shopping cart, contact form, etc.

The start of the funnel – Visitors getting to your website.

The middle of the funnel – Browse website and consider sale.

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Have an Internet Presence!

Effective websites are:

Persuasive

Branded

Easy to use

Competitive in the marketplace

Have something to say

Built around how people search

Socially active

Are you ready to stand out?

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• 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

Why Do Search Marketing?

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A Brief Overview ofSearch Engine Optimization

4 Simple Steps to SEO

Keyword Research

Competitor Research

Website Design and Landing Pages

Enter the Google Popularity Contest

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Set Goals for Your Success

Better WebsiteLearn It Yourself

Top Rankings on GoogleMore Online TrafficMore Revenue, More Profit

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How does Google Crown a Winner? Incoming links and social engagementGet the Votes that Matter… Social signals from popular social sites Links from quality, related websitesNot the Ones that Piss Google Off Google can smell out low quality links

Winning the Google Popularity Contest

Google is an 800 lb Gorilla

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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

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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

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Look at Local (United States) Monthly Searches.Download spreadsheet and edit in a spreadsheet program like

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.

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.

The lens of SEO Sharpens All of Your Internet Marketing

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Content is King

Blogging, Video, Web Pages, & More

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Distribution is Queen

Facebook, Twitter, Linkedin, Press Releases, Blogs

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SEO is your Ace in the Hole

Win the Game and Make More Money

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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

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Homework

Keyword Research – Create a spreadsheet with top keywords for your websiteCompetitive Advantages – Brainstorm with friends, associates and familyRead about Google PageRank and the importance of link building

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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/9Gh3ghttp://www.webseoanalytics.com/blog/is-google-pagerank-still-important-in-seach-engine-optimization/ - Short URL = goo.gl/Ovyf3en.wikipedia.org/wiki/PageRank - Optional reading - detailed article about PageRankhttp://www.seomoz.org/blog/the-beginners-checklist-for-small-business-seo - Beginner’s Checklist for SEO – Short URL = goo.gl/FL14I

Read these articles to learn more about PageRank and SEO

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THANK YOU

THANK YOU

Go to Coryon.com to Learn MoreView this presentation at: http://www.coryon.com/placer-intro-fall-2014