Internet MarketingBasics

Matt McGivney

Owner, Antym LLC

Twitter: @mattmcgiv

This work is licensed under a Creative Commons Attribution 4.0 International License.

Intro

About me

● s/w engineer

● biz owner

● meetup host

Target audience

Disclaimer

Overview

● Purpose

● Definition

● My secret weapon

● Must-have 5 “pages”

● Getting to the #1 spot on Google

● Virality and social media

● Resources

Purpose

Learn basics of building a mobile-ready website

that gets more leads for your business

Internet marketing, defined

Internet marketing refers to a broad range of

techniques referring to web- and email-based

efforts to increase sales (1)

Secret Weapon: WordPress

What’s a WordPress?

WordPress is Content Management System

(CMS)…

For our purposes:

a CMS is a software tool for building and

maintaining your website without knowing how

to code

Why WordPress?

● Fast - themes and plugins allow you to build a website

in hours, not weeks

● Free - open source software is at the core of

WordPress.org

o extra credit: ask me about WordPress.com

● Easy - Edit your web pages using a simple interface

● Robust - used [tested] on over 23% of websites (2)

● Community - supported by thousands of volunteers as

well as many profitable companies

Must-have 5 “pages”

! Before you do anything● Use WordPress :)

● Think about the primary goal of your

website, and design every page around that

goal

● Ensure it’s mobile-friendly, aka “responsive”

● Good hostingo Reliable, fast, and cheap (pick two)

● Install and monitor analytics

5 must-have “pages”

1. Home

2. About

3. Products/Services

4. Contact - include Location if applicable

5. Blog

6. Bonus: Email newsletter sign-up

5 Pages - Rationale1. Home - the “front door” of your business, should feature your value

proposition front-and-center. DollarShaveClub.com

2. About - tell about your staff, your company’s vision in a relatable way

3. Products/Services -

a. Level One: showcase what you sell

b. Next-level: sell it directly to your customers through your site (e-

commerce)

4. Contact - how does someone get in touch?

5. Blog - build authority & credibility in your industry and improve search rank

6. Bonus: Email newsletter sign-up - email marketing has been shown (3)

to be 40x more effective than marketing through FB and

Twitter...combined

#1 in Google through SEO

Why Google?

Easy:

“Google holds a staggering 67.6% of the U.S.

search engine market share” (4)Bing is next with around 18%

What is SEO?

Googling “life coach” yielded

the results on the right ->

Note that there are only 4(!)

organic results on the first

page, the rest are paid

advertisements

SEO is becoming increasingly

competitive!!

How to optimize● [Quality] content is king - blog posts, how-

tos, infographics, research, whitepapers

● Keyword research and content strategy:

plan your content roughly around the terms

people are using to find you

● <meta> et. al.: a professional SEO’er would

definitely help but may not be necessary

Search ads

● Have revolutionized online advertising

● Provide highly qualified leads for your

products or services

● Why?o Google shows your ads to people that are looking

for what you’re offering

● Pay-per-click + analytics allow for detailed

tracking of how effective your ad spend is

Search ads

● Examples…o Your prospect searches “bookkeeping Laurel, MD”

o Ad for your bookkeeping company is shown

alongside Google’s organic search results

o If the prospect clicks on your ad, you’re charged for

the ad based on an auctioning process (see “How

Google’s Advertising Works” link in Resources)

o Max bid/budget

Virality and social media

Social Media Fundamentals

● Make your site’s content shareable. “AddThis”

● Don’t just shove your products/services into eyeballs!

o 80/20: 80% useful/interesting, 20% promotion

● Create content that feels “native” to the platform

● Have a presence on several different social networks,

but don’t get overwhelmed

● Pick a network that is a good fit for you and your

business, and stick with it

Social, IMHO (In My Humble Opinion)

● Facebook - leverage your personal network and

groups...be careful about “spam” or you’ll get blocked

(5)

● Twitter - use smart #hashtags and don’t be afraid to

retweet or interact with strangers

● Instagram and Pinterest - use if your product, service,

or content is visually stunning

● LinkedIn - if you’re in B2B sales, enterprise sales, or

recruiting/HR industry

Resources

Resources

Visit: antym.com/free

or scan this:

Receive: digital download of

the Resource List, and my “10-point website review”

checklist

References

1. Borrows from Webopedia’s definition of internet

marketing

2. WordPress used on over 23% of internet sites -

w3techs.com

3. Email marketing is more effective than social media -

McKinsey.com

4. Google search market share - comscore.com

5. Facebook’s community standards