Internet marketing 101 technology meet social science
May 17, 2015
Math meets society making rankings measures and PageRank questionable. Truly a tipping point for the Internet Marketing space. Much needed...
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Harnessing Internet for Marketing
How to Get Found... Online
• Be Remarkable
• Create Content
• Optimize Content
• Promote Content
• Measure Results
Internet Marketing
• Why
• Quantify
• Simplify
I don’t need a website because…
I don’t worry about my web presence because…
I’m not on those social media sites because…
Why Internet Marketing
• Top places people look to find a business (ComScore)
– 31% visit search engines– 30% look in print directories– 19% use internet directories– 11% look at local search sites– 3% use newspapers or magazines
Why Internet Marketing
• $5-to-$6 offline purchases are influenced by online for every $1 spent online (MIT - 2005)
• 97% of Internet users gather shopping info online
• 51% explicitly “shop online, purchase offline”• 70% use local search to find local businesses
Why Internet Marketing
• Why Social Media? – I Don’t Get It…
– Content now indexed by search engines– Visited by 67% of online population (Nielson)
• 36% use social media regularly
– More popular than email - 68% to 65% (Nielson) – Over 35+ demographic fastest growing
• 45-65 demo larger than 13-17 age demo (Wired)
Your Web
YourWebInConcert.com
Internet Search Marketing
Google PageRank Algorithm
Search Return Key Factors
• Which Keywords
• Keyword Density
• Keyword Prominence
• Link Popularity
• Relevancy
Keywords• High Traffic and Search
Volume• Low Competition• Niche Keyword Phrases
– the ‘Long-Tail’
• Keywords Optimized– Website Landing Pages– Titles– Descriptions– Profiles– Interests– Bios– Introductions
Link Popularity Backlinks!
Backlinks!Backlinks!
• Considered an Endorsement for the Recipient Website
• Customers, Clients, Partners…
• Social/Shared Bookmarks Illustrate Popularity
• Positive Reviews and Citations
• Remember Linking Your Online Profiles, etc…
Relevancy
• Let sym (F) be the set of predicates/functors in F• The direct relevance between Fa and Fc is:
|sym(Fa) ∩ sym(Fc)| -------------------- |sym(Fa) sym(Fc)| ∪
Relevancy
Relevancy
*** Content & Backlinks ***
• Which Keywords
• Keyword Density
• Keyword Prominence
• Link Popularity
• Relevancy
Search Return Key Factors
Your Web Toolbox
• Keyword Tools (free)– Wordtracker.com– Google Adwords
Keyword Ideas– Market Samurai
• Keep a Toolbox of Internet Marketing Best Practices
Your Google Toolbox
• Google Profile• Local Business
Center• Adwords
– Keyword Ideas
• Google Analytics• Google Alerts• Google Reader• Google Docs
Measure Effectiveness
• Google Analytics• OnPage & OffPage• Alexa.com• Technorati.com• Omniture.com• Directories• Bookmarking• Content / Backlinks
Your Sales!
Your News & Info Clipping Service
• Reconnaissance• Monitor and Track
– Industry– Your Business– Competitors– Other Interests
• Google News• Google Alerts• Google Reader
Online You Are a Land Barron and Media Mogul
• Billboards• TV and Radio Stations• Rolodex• Local Directories / GPS• Business Scrapbooks• Photo Albums• Op-Ed / Editorial Pages• Book Clubs• Clipping Services• Real Estate
Real Estate - Local Directories
• Claim Your Business Property !!!
• The Google 10-Pack– Google Maps
• Other Trusted and Established Directories
• Keyword and Long-Tail Optimized
• Backlink Where Ever Possible !!!
Social Media - Marketing Keys• Do Not Overtly Sell
– It’s not about you
• Participate in Your Audience’s– Lifestyles– Events– Conversations
• Develop a ‘Tribe’• Private/Business Pages• Guide and Lead to Your
Solution• Etiquette
Networks of Social MediaCommunity…
Content…
Conversation…
• Publishing Networks
• Social Networks
• Media Networks
Your Op-Ed & Editorial Pages
• Blogs and Articles • High Authority Level
in Search Returns• Industry Expertise
– Target Audience
• Develop Traffic and Readership
• Develop Brand• WordPress Platform
Your Book Club
Social Bookmarking• Have Bookmarks Accessible
Online• Illustrates a Positive Backlink
Endorsement for Your Site
Internet Marketing Uses:• Promote Your Website
– www.socialmarker.com
• Ping Search Engines for Blog Posts– pingomatic.com
Your Talk Radio / BillboardTwitter
• Social Network– SUS
• (share update service)
• 1382 % Yr/Yr Growth• +50 Million Users
– Growing ~ 8M / month
• 31 Median Age• Under 44• Mobile Usage Driven• Schedule Submissions
Your Business ScrapbookFacebook
• Social Network - SUS• +350 Million Users
– ½ use daily
• +45 % Yr/Yr Growth• 33 Median Age
– 26 in 2008
• More 45-65 than 13-17• Women 55+ Fastest• SMBs – Fan Pages
Your RolodexLinkedIn
• Social Network• Founded 2003• HR Recruiting Tool • +50M Users
– adding 1 user / second– 7.7M Unique Monthly
• 5.6 % Growth Sept• 39 Median Age
– (40 in 2008)
• Involvement in Rolodex
Your Photo AlbumYouTube
Flickr• Media Networks
YouTube• 1 Billion Views / Day• Video Usage +53% • 91% Yr/Yr Growth
Flickr• 2004 Yahoo Founded• +4B Photos
YourWebInConcert.com
Automate, Automate, AutomateWorth the Price of Admission
• Ping.fm
• TubeMogul.com
Internet Marketing Best Practices
To Your Success !!!
I know the price of success: … dedication, hard work, and an unremitting devotion to the things you want to see happen.
~ Frank Lloyd Wright
Internet Marketing Frontiers…
The End
Purposely Made Blank for…
End of Presentation
YourWebInConcert.com
_______________.com(the Solution)
Twitter__________
YouTube/Flickr__________Facebook
__________
Social Bookmarkers__________
News Clipping Service
__________
LinkedIn__________
Client Sites__________
Partner Sites__________ Advertiser Sites
__________
Blog__________
Google-_________-_________-_________
__________________________________________________
Other Tools
LeadCapture
Conversion$$$
Local Directories__________________________________________________
YourWebInConcert.com
_______________.com(the Solution)
Twitter__________
YouTube/Flickr__________Facebook
__________
Social Bookmarkers__________
News Clipping Service
__________
LinkedIn__________
Client Sites__________
Partner Sites__________ Advertiser Sites
__________
Blog__________
Google-_________-_________-_________
__________________________________________________
Other Tools
LeadCapture
Conversion$$$
Local Directories__________________________________________________
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