Online marketing 101

Young Women Social Entrepreneurs – Los Angeles

ONLINE MARKETING 101

Zen Goddess

CHARLENE INIGUEZ

• 7 years online marketing experience• My work in a nutshell:

– Goal Oriented– Measurable– Efficient

• Director of Monetization & Analytics, Perfect Market

CHARLENE INIGUEZ

@charleneiniguez

charleneiniguez

[email protected]

ONLINE MARKETING

• Marketing of products and services over the internet

• Which component works for your business?

@charleneiniguez

@charleneiniguez

WHAT PART OF THE MARKETING FUNNEL DO YOU NEED TO TOUCH?

@charleneiniguez

AWARENESS

• Who are you? Why should I care?– Friends and family– Writer / News Reporter / Blogger / Celebrity

• Best achieved through– Social Media – Online PR– Video

@charleneiniguez

CONSIDERATION

• Is it the best choice for me?– Friends and family– Review Site / Crowd Source– Research

• Best achieved through– Organic / Paid Search– Social Media

@charleneiniguez

CONSIDERATION

@charleneiniguez

CONVERSION

• I am ready to pay!– Ease of purchase– Site Security– Payment Options

• Best achieved through– Organic / Paid Search– Analytics– Conversion Testing– Site Performance

@charleneiniguez

BAD SHOPPING CARThttp://www.home-and-bedroom.com/

@charleneiniguez

LOYALTY

• I always buy from ____ because– Trust– Reminders

• Best achieved through– Analytics & Research– Email

@charleneiniguez

ADVOCACY

• I recommend ____ because – Trust– Self-motivated

• Referral rewards• Point / Prize Rewards

• Best achieved through– Social Media– E-mail

@charleneiniguez

WHAT PART OF THE MARKETING FUNNEL DO YOU NEED TO TOUCH?

@charleneiniguez

MEASURE! MEASURE! MEASURE!

• Google Analytics: http://www.google.com/analytics/

• Website Optimizer: www.google.com/websiteoptimize

“If you don't know where you are going, any road will take you there. And you'll be miserable.”

- Avinash Kaushik

@charleneiniguez

MAIN COMPONENTS

• Search Engine Marketing– Search Engine Optimization– Paid Search

• Social Media

@charleneiniguez

SEARCH ENGINE MARKETING

• Google is still king

• http://www.hitwise.com/us/datacenter/main/dashboard-23984.html

@charleneiniguez

SEO VS. PPC?

• Search Engine Optimization / Organic Rankings– Long-term– Irregular traffic

• Caffeine – June 8, 2010• Panda USA – Feb 24, 2011 (USA)

• Paid Search– Quick– Targeted (geographic location, time, website,

interest)– Return on Investment

@charleneiniguez

STEP 1: KEYWORD RESEARCH

• AdWords– Keyword Tool– Traffic Estimator

• MSFT AD Intelligence• Search Trends Over Time

– Google Trends / Insights– Yahoo Clues

• WordTracker• Trellian• Hitwise

@charleneiniguez

COMPANY PROFILE

• Christine Chang Photography• Destination Wedding Photographer

– Los Angeles– San Francisco

• www.christinechangphoto.com• Marketing Funnel?

– Consideration– Why should people choose her over others?– Photographer Industry is competitive

@charleneiniguez

KEYWORD RESEARCH

• Wedding photographer/s• Wedding photography• Headshots• Los Angeles / San Francisco

@charleneiniguez

KEYWORD TRENDS

• January and June are peak months

@charleneiniguez

KEYWORD TRENDS

• Headshots is only big in Los Angeles

@charleneiniguez

SEO BASICS• Build a great website• Have web analytics in place as a start• Become a student of SEO• Include a site map page• Make SEO Friendly URLs• Do keyword research at the start of the project• Use a unique and relevant title and meta

description in every page• Write good relevant content• Build links intelligently• Use Press Release wisely