Internet Marketing 101
Jul 14, 2015
Internet Marketing 101
The internet has fundamentally changed
marketing, probably forever.
Conventional Marketing includes lots of channels, you must
expend a lot of effort to keep them relevant and vital.
Company
Products
and
Services
Target Markets
Demographics
Segmentation
Geography
Age/Sex
Business
Turnover
Socio-economic
groups
Territories
etc. etc.
Advertising...
Brochures...
Mail Shots...
PR Activities...
Trade Shows, Events...
Direct Sales Force...
Sales Leads/Inquiries...
When Internet Marketing, focus efforts on the relevance of your website
content, keep it fresh and current and make sure you’re optimizing for
what people are looking for, not what you think they are!
Company
Products
and
Services
Internet
Users
Search
Marketing
Engine
Advertising, Brand Awareness etc......
Sales
Leads &
Inquiries
We
bs
ite
Se
arc
h E
ng
ine
Searches
SearchesTargeted Traffic
Targeted Traffic
Targeted Traffic
Customer Development/Retention
Internet Marketing 101
• Conversion Focused Website
• Search Engine Optimization (SEO)
• Pay Per Click Advertising (PPC or SEM)
• Social Media Optimization (SMO)
• Analytics and Conversion Tracking Reports
Search Engines (you know, Google and the rest)
Source: Enquiro & Marketingsherpa
Organic
Search
74.3% Pay Per Click
13.5%
Pay Per Click – 12.2%
“Right Hand Side”
• Why?
– Paid Search Marketing the only
way to Guarantee 1st Page!
– Immediate
– Target unlimited keywords
– Only pay when someone clicks
on your ad
– On & Off with a button
“Right Hand Side”• How – Basic Tips
– Set your budget
– Geographically target
• B2B
– Write ads clearly demonstrating
you are B2B not B2C
– Less clicks, focus on qualified clickers
• Negative Keywords
– Eg. Goldine Curling – curling irons
“Left Hand Side”
• Why?
– It is where most
people click
(70+%)
– Over time
option to
decrease or
eliminate
AdWords
budget
“Left Hand Side”• How?
– Over 200 components to Google’s algorithm
– Changes frequently – 400+ times last year
– Google Caffeine
• Relevant Content more important than ever
• Social media add credibility
– Google Instant
• Predicts input as it’s typed
• Displayed results change as query typed
“Left Hand Side”• OnPage Optimization – Quantity & Quality
of Content
– Effective Keyword Research
– Keyword Density
– Unique, New, Relevant Content
– Speed of site
– Search Engines can’t read flash
And I care because?
About WSI
WSI is a global research and knowledge
based organization, specializing in strategic
Internet marketing, online branding and
business automation.
We are the LARGEST Internet marketing
consulting company in the world.
The WSI Network Head Office
Toronto Canada
1500+ offices
87 Countries
345 Certified Google Experts
35 Certified Analytics Experts
28 Certified Conversion Specialists
381 SEO Content Developers
182 Certified Landing Page Developers
Global, but local
Questions?