Search Engine Marketing (SEM) - The New Game of Getting Found on Google - 2012
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(877) 59 - COACH (592-6224)
Search Engine Marketing (SEM) - The New Game of Getting
Found on Google
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(877) 59 - COACH (592-6224)
• Founder and CEO of Forward Progress, Inc.• Train and Coach over 2,000 people a month• Trained and Coached over 50,000 in Social Network Skills• Over 30 years in Business Coaching, Consulting and
Training• Call Center, Internet, eMarketing, Event Management, • Lead Generation, Web Seminars, eLearning, eSelling• Over Two Billion Dollars Sales, over 100 Million Leads,
Helped Thousands of People using Internet Based Lead• Financial Services, Real Estate, Professional Services,
Legal, Accounting, Manufacturing, Telecommunications, Technical, Insurance, Agencies, Auto, Retail, Banking, Educational and Channel Sales…..
Dean DeLisle
Using LinkedIn for New Business Development
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(877) 59 - COACH (592-6224)
Components of Internet Marketing
E-Mail Marketing
SearchEngine
Marketing
Affiliate Marketing
WebsiteDevelopment
OnlineDisplay
Ad & RichMedia
Advertising
SearchEngine
Optimization
SearchEngine
Advertising
SocialMarketing
OnlineReputation
Management
BusinessBlog
MarketingPodcasting VIDEO
SocialMedia
Marketing &Optimization
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(877) 59 - COACH (592-6224)
The New Marketing Tool Kit
Channels Tactics
- TV/Cable - Coupons- Radio - Customer Promos- Magazines - Tradeshow Promos - Newspapers - Sales Force- Outdoor Metrics- Direct Mail - Reach- Tradeshows - Frequency- Cold Calling - Business leads/- Networking - Prospects
Channels Technology/Tactics
- Website - Personalization
- Online Ads - Search
- Email - Site Merchandising
- Blogs - CRM System
- Interactive TV - Web Analytics
- Podcasting - Brand Reputation/
- RSS Feeds - Monitoring
- Mobile Ads - Content Syndication
- Social Media Metrics
- Social Networks - Conversion Rates
- Cost Per Acquisition
Traditional Marketing Tool Kit Internet Marketing Tool Kit
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(877) 59 - COACH (592-6224)
Think about the Destination!
Landing PageWebsiteRegistrationPhoneWebinar\EventWhat is yours?
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Factors That Affect Web Site Conversion
Message – Landing Page Compatibility
Unqualified Traffic – Keywords and Ad Text, Email Message
Wrong Keywords – (e.g., keywords that attract bargain hunters while selling upscale merchandise)
Incompatible Ad Text – Copy that does not extend the message to the landing page
Out-of-Area visitors – Geographical area of local business not communicated in ad text/email message
Brand Confidence
Low level of customer confidence in a brand or manufacturer(s) name
Trust
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(877) 59 - COACH (592-6224)
Web Site Conversion - Ineffective Landing Page
Display Ads
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(877) 59 - COACH (592-6224)
Display Ads
Web Site Conversion - Ineffective Landing Page
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(877) 59 - COACH (592-6224)
Display Ads
Web Site Conversion – Effective Landing Page
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(877) 59 - COACH (592-6224)
Product Title
Large “Add to Cart”
Product name and majorkeyword in description
Specialized Landing Page (PPC)
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(877) 59 - COACH (592-6224)
Web Site Conversions – Web Site Home Page\Landing Combo
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(877) 59 - COACH (592-6224)
Web Site Conversions – Web Site Home Page\Landing Combo
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What is Social Media? Online tools and platforms that people use to share opinions,
insights, experiences and perspectives with each other and can be used to build a community around
Social Media is built on generated content that can take many forms: text, images, audio and video
Popular social mediums include: blogs, message boards, podcasts, vlogs
Social network sites include: Youtube, Facebook, Friendster, Linked-In (Business)
Social media tools and platforms are websites where you can place and spread your marketing message
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Video – Still Hot!
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(877) 59 - COACH (592-6224)
Social Networks – So What?
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(877) 59 - COACH (592-6224)
The Issue with Social NetworksPeople add connectionsThey make postingsThey link to content and articlesThey make updatesThey even link to their websites
THEY DON’T CLOSE ANY BUSINESS!
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• Blogs• Articles• Postings• Emails• Direct Mail• Advertising
Current Use of Marketing Communication?
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(877) 59 - COACH (592-6224)
• Interactive• People Respond Better• Builds Trust• Builds Community• Viral Activity• Sharing
Why Online Social Networks?
Sales 2.0
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(877) 59 - COACH (592-6224)
• Trusted Colleagues• Like-minded People hanging out• Similar Friends and Associations• You have more “Things” in common• Similar “Beliefs”• Recommended “IN”
Social Networks We Already Know
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(877) 59 - COACH (592-6224)
• That Know YOU?• That Trust YOU?• That have done Business with YOU?• That would recommend YOU?
Dean Sue Pat Mark
Networking at One-to-One
How Many Contacts Do You Have That You Cannot See?
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(877) 59 - COACH (592-6224)
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(877) 59 - COACH (592-6224)
Your Teams Profile = Your SEO Results!
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(877) 59 - COACH (592-6224)
Build the Story of WHO YOU ARE and WHAT YOU WILL DO FOR PEOPLE THAT
FIND YOU!
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(877) 59 - COACH (592-6224)
Create Relevancy!
Speak to Me!
1.Create your personal tagline2.Appear focused3.Put your elevator pitch to work4.Point out your “RELEVANT” skills5.Explain your experience6.Distinguish yourself from the
crowd7.How will you help them?
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(877) 59 - COACH (592-6224)
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(877) 59 - COACH (592-6224)
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(877) 59 - COACH (592-6224)
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(877) 59 - COACH (592-6224)
SEO\SEM – Search Engine
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Interaction is the Key for 2012
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Like, Comment and Share
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Create a Buzz Around Your Business
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Blogging – still HOT!A blog can be an incredible
tool for sharing information and expertise.
A blog can be used to directly promote products, services and events.
A blog can assist in promoting company vision and developments.
A blog can foster customer loyalty, build relationships with clients and customers.
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Why blog?
A blog can garner feedback and suggestions from clients
A blog can give customers information on how to use products, services and how to buy.
A blog can develop client community around a product.
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Remember Variety is the Key!
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Measure your response
WordPress has some great statistical data. Check it after each post. Measure which posts receive the highest reader count. Check which keywords where used to find you blog.
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(877) 59 - COACH (592-6224)
YouTube
Slideshare…
Combined Horsepower
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Let’s Get Social – Facebook
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Weave it all together
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Twitter Mix
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• LinkedIn Has Over 140 Million Members
• Average user has 240 “Connections”
• One degree from over 35,000 “Trusted Connections”
• Two degrees from over 3,200,000 “Trusted Connections”
• 1 million new members a week
• 17.8 million members belong to groups
• 1.2 million comments and posts to groups weekly
• 2 billion people searches annually
• 1 million companies have a company page
OVER 1,000 to 1
Growing Numbers
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Interesting Facebook Stats • Over 900 million active users • 50% of all active users log on to Facebook in any given day • More than 35 million users update their status each day • More than 60 million status updates posted each day • More than 3 billion photos uploaded to the site each month • More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week • More than 3.5 million events created each month • More than 3 million active Pages on Facebook • More than 1.5 million local businesses have active Pages on Facebook • More than 20 million people become fans of Pages each day • Pages have created more than 5.3 billion fans
Growing Numbers
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(877) 59 - COACH (592-6224)
Upcoming Class
How to Create a Social Pay-Per-Click Master Plan
-The Ultimate Lead Machine
4/19/12 & 4/26/12 Thursday 2PM
Learn how to:1.Build2.Launch3.Manage
Your Very Own Social Pay-Per-Click (PPC) Campaign!
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Upcoming Class
What you'll learn during this workshop:
•How to get the most out of yourself and your PPC management team•How to prioritize tactics for your PPC campaign•How to determine a long-view strategic plan for campaigns•How to create a schedule for regular campaign optimization•How to make changes to accounts faster•How to avoid analytical overload and tactical lethargy•How to keep yourself and your team motivated and inspired•How to find tools and resources for team management•How to keep up with industry trends and new developments
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(877) 59 - COACH (592-6224)
Upcoming Class
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Upcoming Classwww.Socialppc.eventbrite.com
$100 OFF
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Questions?
www.ForwardProgress.NET