Generating Payback From Internet MarketingBenj Arriola – VP SEO, Internet Marketing Inc.

Benj Arriola VP SEO, Internet Marketing Inc.

SEO since 2004Web design and development since 1997 LinkedIn

Won multiple international SEO contestWon cash and a brand new car!

Year SEO Contest Organizer Place2005 Isulong SEOph SEO Philippines 112006 Ituloy AngSulong SEO Philippines 102006 Vorgermilten n/a 12007 SEO World Championship GetUpdated 12008 SEOContest2008 UK Webmaster World 22008 Promote Your Business Branders.com 22009 Sulumits Retsambew NetBuilders.org 4

QA Chemist College Chem Professor Entrepreneur IT Instructor Web Designer /

Developer SEOInternet

Marketing Professional

Internet Marketing Speaker

Spoke at several international conferences since 2007

14 different cities in 3 different countriesLanyrd

From SMEs to Fortune 1000 CompaniesWorked as a freelancer

Direct clientsOutsourced projects

Worked in a small businessWorked in different agencies

Large SEO clients experience mainly from:Internet Marketing Inc, BusinessOnLine, and YDS Web Solution.

Internet MarketingA Quick Overview

3 P’s of a Good Business

Great Product

Great People

Great Promotion

Demand Generation

Brand Awareness

Brand Name Recall

Unique Selling Proposition

Barriers to Entry

Core Competency

Key Differentiators

Why I Rock!Why I’m Awesome!

Introduce Brand Demand

Promotion - Be Known!Time

Different Devices , Different Search Engines, Different Social Sites, Different Cities/Countries

Internet Marketing / Digital Marketing / Online Marketing / Web Marketing

Internet Marketing

Search Marketing

SEO SEM / PPC

Social

Social Ads

Community Dev’t /

Audience Dev’t

Display

Behavioral Targeting

Retargeting/ Remarketing

Email Marketing

List Building

Drip Marketing

Design & Development

UsabilityCO /

CRO / LPO

Content Development / Content CreationData Science / Data Analysis / Web Analytics / Business Intelligence

Customer looks for you!

User Profile, Online Behavior, More Measurable Data

Demographic Data / Market Research / Surveys

Traditional Media vs. Digital Media

PUSH

PULL

PUSH

Internet Marketing & Media Channels

Owned MediaWebsite

BlogEmail

Earned MediaSEOSocial

Paid MediaPPC / SEMDisplaySocial

Search Engine OptimizationNon-Branded KeywordsSocial MediaYoutube VideoContent MarketingPay Per Click

Search Engine OptimizationSocial MediaWebsitePay Per ClickDisplay AdvertisingLanding Page

RetargetingBranded SearchEmail Marketing

CREATIVE

CRO

User Intent• Differs in Intent

• Differs in Internet Marketing Strategies

User Intent & The Conversion Funnel

Introduce Influence Close

Integrated

Action

Path to Conversion

Page

User Intent

Intent

Content Marketing Pages

Appropriate Page

Order Page

SharesConversion

Links

Introduce

Path to Conversion• Unique Selling

Proposition• Product Comparison• Live or Scheduled Demo• Promo / Specials

• Time Sensitive• Whitepaper Download

Introducers Influencers ClosersInformation Navigation Buy

SEO, PPC, Creative, CRO/LPO, Analytics

SEO, Analytics,Usability, Creative

SEO, Social Media, Creative, Analytics

Introduce Influence Close

Content with morebuying intent

Content withless buyingintent

Link Bait

Passes Link Juice Improves Popularity

Site Architecture & SEO

Introduce Influence Close

SEO

On-Page

Server Settings& Code

Web Designers, Web Developers,

Network Administrators

Content Writers

Off-Page Links

Buzz Makers, Viral Marketers,

Content Promotion

SEO Diagnostics

Content Marketing

Foundational

Continuous

Content Marketing

SEO Diagnostics

SEO Overview

EVERY MINUTE OF THE DAY:

100,000Tweets Sent

2 million search queries made on Google

684,478 pieces of content are shared on Facebook

48 hours ofvideo are

uploaded to YouTube

47,000 apps DOWNLOADED

from the App Store

571 websites are created

3,600 photos are shared on Instagram

Social Media Facts

Earned Media& Paid Media

&

Social Media

Platforms

Content Marketing Calendars:Pinterest, Google+, Facebook, Twitter, LinkedIn, Instagram, YouTube

Strategies

Social Media Sweepstakes, Optimize Social Channels,

Identify Industry Influencers, Socialize

Website, Social Engagement

Social Setup

Community Development

Foundational

Continuous

Social Media Overview

PPC

Pre-Click CTR

Ad CopyAd

Extension

Position Bid Price

Keyword Selection

Match Types

Post-Click

Landing Page

Relevancy

A/B Testing

Load Time

Policy

Foundational

Continuous

Search Engine Marketing (PPC) Overview

Display

Specific Targeting

Demographic

Geo-Targeted

BehavioralB2B

PremiumContextual

Retargeted

PublisherSearch

Display Advertising Overview

Content Marketing

Link Baitable Content

Promotion with the aid of Social Media

Earned Media with Content MarketingNatural High Quality Links = Biggest Impact on RankingsLinks from Key Influencers = Biggest Impact on Traffic and Conversions

TEXTContent

Blogging StrategyTrust Bait

Press ReleasesMatte Releases

Infographic CreationAward &

RecognitionsBadges

VISUAL

Content

Video Strategy

AUDIO

Content

Content Marketing LinksGoal

Featured on popular sites within your verticalGaining powerful, authoritative linksBe a thought leader in you industry

RESEARCH

CONTENT CREATION

INFLUENCERRESEARCH

PROMOTION

MEASUREMENT

DISCOVERY,SET-UP,GOAL

SETTING

Content Marketing Process

Content Marketing Calendars

Content Marketing Calendars

Months January February March April May June

Static

X

Satirical Branded Meme, 1 IG (Vegas v Vegas)

Satirical Branded Meme

Satirical Branded Meme

Motion 1 IG (Packing - Fashion Bloggers)

Video

Animated Video

Mixologist Video (+discounts and static imagery of recipe

IRL

Content Marketing Calendars

Months January February March April May June

Static

X

Satirical Branded Meme, 1 IG (Vegas v Vegas)

Satirical Branded Meme

Satirical Branded Meme

Motion 1 IG (Packing - Fashion Bloggers)

Video

Animated Video

Mixologist Video (+discounts and static imagery of recipe

IRL

Business Quarters

Selling Cycles

Seasons

Holidays New YearsValentine's Day, President's Day

St. Patrick's Day Father's Day

Events CES - Las Vegas Mobile Expo - Atlanta

Product Launches Tablet keyboard dock Mobile battery case

DeadlinesVideo How-To Series Production Complete by 4/30

Company Goals Grow email marketing list by 50%

Metrics Email subscriptions Email subscriptions Email subscriptions Email subscriptions Email subscriptions Email subscriptionsSite Traffic & Conversion

Site Traffic & Conversion

Site Traffic & Conversion

Site Traffic & Conversion

Video subscriptions Video subscriptions

Notes Boston office opening

Q1: Budget $5000 Q2: Budget $6000

ContentTopic

Q & AWebsites

News &Media

Long-TailTraffic

AnalysisGoogleTrends

SocialMediaTrends

Research

Remarkable Content

In A VarietyOf Mediums.

Infographics & InfoguideseBooksViral ContentVideosBloggingKinetic Typography & Motion GraphicsPress Release & Matte ReleaseBadge, Awards & Recognitions

Content Creation

Influencer Research

Identify bloggers, journalist, reporters in various niches.

Segment byGeographic LocationContent TopicsNews OutletsAnd More!

Rapport Buildingw/ Influencers

Influencer OutreachSocial Bookmarking

Social Network PromotionPress Release Distribution

Image Link ReclamationInfluencerFollow-up

Launch

PostLaunch

PreLaunch

Promotion

TrafficAnalysis

LinkAnalysis

Behavior Analysis

2

3

4

SocialActivity

5

Conversionsfrom Content

1

Measurement: Tools & Metrics

Infographic Examples

Visits:13,911

# of Linking Domains:187

Tweets:520

G+:219

FacebookShares:244

Infographic Case Study

SharesOnline:363K

Facebook Likes & Shares:47K

Tweets:4K

High Authority

Links:120

PageViews:16K

Infographic Case Study

eBook Example

Content not about bowling. But targets the right audience.

Reads:9,243

Slide Presentation

Case Studies: Google AuthorshipCampaign Goal:

Craft an infographic in order to help explain the importance and complexity of Google Authorship on IMI’s blog

Campaign Results:Behavior funnel- How people interact with your content and what they do after viewing *proper tools/metrics

Case Studies: Google Authorship

Case Studies: TimeLifeCampaign Goal:

To implement a content marketing and blogger outreach strategy to increase conversions on product landing pages.

Case Studies: TimeLifeCampaign Results:

Developed key relationshipsThe top 30 referrers were from blogger and social sites8% conversions from blog click-throughsImproved link profile & SEOIncrease in positive product reviewsDramatic increase in sales

Case Studies: AMC Campaign Goal:

Use an infographic and motion graphic strategy to promote ticket sales at AMC Theatres nationwide.

Case Studies: AMCCampaign Results:

Thousands of new pageviews and impressionsOver 50,000 views on YouTubeAcknowledged by top movie review blogs and major publications like Forbes.com, sites with high Domain Authority and Page RanksHundreds of new linksThousands of dollars in ticket sales for AMC Theatres so far

Case Studies: Pens.com

Campaign Goal:

To increase pageviews, traffic, and inbound links to improve organic rankings and conversions.

Case Studies: Pens.comCampaign Results:

Acknowledged by top blog sites many with Domain Authorities over 90 and Page Ranks between 8 and 10Increased Pageviews by 38,116Avg. time on page of 5 minRanked #1 on Visual.lyHundreds of thousands of social sharesDrastic improvement in SEO due to many new high quality inbound linksFeatured content on popular sites like Buzzfeed.

Comprehensive Internet Marketing Case StudyBefore and after results of improving their internet marketing efforts.Used linear programming to analyze where to best spend marketing dollars

Linear programming was not part of the campaign, but was one of my case studies in Decision Science during my MBA course at the University of Redlands

Sorry information on this separate presentation is not shared online. Since I was not able to ask permission from the client to use the information, but I did show during the conference how linear programming can be used for decision analysis and used together with multi-attribution technology gives you better insights where to spend your online marketing dollars. If you have more questions, please do not hesitate to contact me.

Questions?Thanks

http://bit.ly/trsainternetmarketing

Benj ArriolaInternet Marketing Inc.www.internetmarketinginc.com