Understanding the Internet Marketing Ecosystem
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Transcript of Understanding the Internet Marketing Ecosystem
![Page 1: Understanding the Internet Marketing Ecosystem](https://reader035.fdocuments.in/reader035/viewer/2022081401/559e02cb1a28ab2f6a8b4702/html5/thumbnails/1.jpg)
Internet Marketing for MSPs
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James Omdahl
![Page 3: Understanding the Internet Marketing Ecosystem](https://reader035.fdocuments.in/reader035/viewer/2022081401/559e02cb1a28ab2f6a8b4702/html5/thumbnails/3.jpg)
Who is this guy?
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Internet Marketing
Guy/Dude/Viking
![Page 5: Understanding the Internet Marketing Ecosystem](https://reader035.fdocuments.in/reader035/viewer/2022081401/559e02cb1a28ab2f6a8b4702/html5/thumbnails/5.jpg)
InsureMe
Insurance Lead Generation Company
• SEO
• PPC
• Affiliate marketing
• Social media
• Blogging
![Page 6: Understanding the Internet Marketing Ecosystem](https://reader035.fdocuments.in/reader035/viewer/2022081401/559e02cb1a28ab2f6a8b4702/html5/thumbnails/6.jpg)
InsureMe
Insurance Lead Generation Company
• SEO
• PPC
• Affiliate marketing
• Social media
• Blogging
![Page 7: Understanding the Internet Marketing Ecosystem](https://reader035.fdocuments.in/reader035/viewer/2022081401/559e02cb1a28ab2f6a8b4702/html5/thumbnails/7.jpg)
Properazzi.com
World’s Largest Real Estate Search Engine
• Search engine optimization
– 16 languages
– 30 countries
– Millions and millions of web pages
![Page 8: Understanding the Internet Marketing Ecosystem](https://reader035.fdocuments.in/reader035/viewer/2022081401/559e02cb1a28ab2f6a8b4702/html5/thumbnails/8.jpg)
World’s Longest Commute
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Bubble = Burst
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The Last Straw
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Mike Cooch
• Everon Technology Services
• Challenges:
– Long sales process (MSP average is 6 months)
– MSPs competition growing
– Needed an effective, trackable way to grow his business
Found Internet Marketing
![Page 12: Understanding the Internet Marketing Ecosystem](https://reader035.fdocuments.in/reader035/viewer/2022081401/559e02cb1a28ab2f6a8b4702/html5/thumbnails/12.jpg)
Internet Marketing for MSPs
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Help me with my
personal problem…
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I suck at dinner
parties.
![Page 15: Understanding the Internet Marketing Ecosystem](https://reader035.fdocuments.in/reader035/viewer/2022081401/559e02cb1a28ab2f6a8b4702/html5/thumbnails/15.jpg)
Internet Marketing is…
• Foreign to most people
• Uses a lot of acronyms
• Can seem a bit abstract
• Not easy to relate to
• Is more than just one thing
• Overall, makes for bad conversation
![Page 16: Understanding the Internet Marketing Ecosystem](https://reader035.fdocuments.in/reader035/viewer/2022081401/559e02cb1a28ab2f6a8b4702/html5/thumbnails/16.jpg)
I needed an analogy
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What do we all have
in common?
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We are all HUMANS!
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Today you will help
me test…
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THE MOST
AMAZING
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THE MOST
RELATABLE
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THE MOST
LOOSELY CRAFTED
ANALOGY
DESCRIBING
INTERNET
MARKETING
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HOW INTERNET
MARKETING IS
LIKE THE HUMAN
BODY
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What is the #1 Thing We Need?
(even clipart people)
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WE NEED
AIR!
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In the Internet
marketing world
you need a
Web Presence
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What is a
Web Presence?
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Real Estate
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Air = Oxygen
------------
Web Presence
= Website
![Page 30: Understanding the Internet Marketing Ecosystem](https://reader035.fdocuments.in/reader035/viewer/2022081401/559e02cb1a28ab2f6a8b4702/html5/thumbnails/30.jpg)
Websites
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Websites Are:• Online store or office
• Sales pitch
• Business card
• First impression
The MOST IMPORTANT part of your web presence.
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Air Isn’t Just Oxygen
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Web Presence
isn’t just
a Website
![Page 34: Understanding the Internet Marketing Ecosystem](https://reader035.fdocuments.in/reader035/viewer/2022081401/559e02cb1a28ab2f6a8b4702/html5/thumbnails/34.jpg)
Social Media
![Page 35: Understanding the Internet Marketing Ecosystem](https://reader035.fdocuments.in/reader035/viewer/2022081401/559e02cb1a28ab2f6a8b4702/html5/thumbnails/35.jpg)
Blogs
![Page 36: Understanding the Internet Marketing Ecosystem](https://reader035.fdocuments.in/reader035/viewer/2022081401/559e02cb1a28ab2f6a8b4702/html5/thumbnails/36.jpg)
Adversites
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It’s All Real Estate
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AIR IS
GOOD
BUT…
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Respiratory System
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Conversion
Points
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Conversion Points Are:
• Phone number
• Email address
• Info capture forms
• Purchases
If they can’t CONTACT you, you can’t SELL them anything.
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The Conversion Point Rule
Conversion
Rate
Difficulty of Conversion
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Website +
Conversion
Points
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Air +
Respiration
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YOU
LIVE!
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YOU
LIVE!(until)
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Water & Food
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Traffic to Your
Website
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Good News!
There is a lot of
traffic out there
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Every Month in the
United States
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So how do you
get the traffic?
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If you need a product or service but don’t know
where to buy it, where do you go?
Question for You…
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Yellow Pages
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The Internet
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You’re Not Alone
• 54% of Americans use the Internet & local search instead of phone books 1
• 97% of American Internet users use the Internet to shop2
• 74% of users perform local searches3
Sources: 1comScore Networks; 2NPD Group, November, 2008; 3Kelsey Group;
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Your ability to be found on the Internet is KEYto finding new clients
and growing your business.
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Types of Search
Engine Traffic
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National Search
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Local Search
![Page 60: Understanding the Internet Marketing Ecosystem](https://reader035.fdocuments.in/reader035/viewer/2022081401/559e02cb1a28ab2f6a8b4702/html5/thumbnails/60.jpg)
Organic
Search(The Free Stuff)
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Organic Search
• Free to be there
• Algorithmic rankings
• “Merit based”
• SEO
The way to get ranked is by doing SEARCH ENGINE OPTIMIZATION
![Page 62: Understanding the Internet Marketing Ecosystem](https://reader035.fdocuments.in/reader035/viewer/2022081401/559e02cb1a28ab2f6a8b4702/html5/thumbnails/62.jpg)
POP QUIZ!
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What is This?
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What is This?
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COWS!
![Page 66: Understanding the Internet Marketing Ecosystem](https://reader035.fdocuments.in/reader035/viewer/2022081401/559e02cb1a28ab2f6a8b4702/html5/thumbnails/66.jpg)
SEO is about
making it easy for
Search Engines to
understand what
your website is
about
![Page 67: Understanding the Internet Marketing Ecosystem](https://reader035.fdocuments.in/reader035/viewer/2022081401/559e02cb1a28ab2f6a8b4702/html5/thumbnails/67.jpg)
SEO is Like Water
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A Majority of Searches
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Sometimes it just falls from
the sky…
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Other times it takes a little
knowledge or skill to get it
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And occasionally it’s going to
be im-frikkin’-possible
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In the end, most of us just want
to pay for it.
![Page 73: Understanding the Internet Marketing Ecosystem](https://reader035.fdocuments.in/reader035/viewer/2022081401/559e02cb1a28ab2f6a8b4702/html5/thumbnails/73.jpg)
Local Search
![Page 74: Understanding the Internet Marketing Ecosystem](https://reader035.fdocuments.in/reader035/viewer/2022081401/559e02cb1a28ab2f6a8b4702/html5/thumbnails/74.jpg)
Local Search
• Free to be there
• Algorithmic rankings
• Submitted by business
• Geography + Optimization
82% of local searches result in an in-store visit, phone call, website visit or
purchase.
![Page 75: Understanding the Internet Marketing Ecosystem](https://reader035.fdocuments.in/reader035/viewer/2022081401/559e02cb1a28ab2f6a8b4702/html5/thumbnails/75.jpg)
The Magic of Local Search
1. Find potential customers that want to buy local
2. Less competition than organic search
3. Searches don’t even have to be local to get local results
4. More and more searches are going local, especially with mobile searching going up.
![Page 76: Understanding the Internet Marketing Ecosystem](https://reader035.fdocuments.in/reader035/viewer/2022081401/559e02cb1a28ab2f6a8b4702/html5/thumbnails/76.jpg)
Local Search is Like
Gardening
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Depending on where you
live it can be easy or hard
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The more work you put in,
the higher the yield
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Some things are just not in
your control
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You’ll likely need other sources
of nourishment
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Paid Search
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Paid Search
• Pay-per-click
• Text & Banner
• Geo-Targeting
• Google AdWords
If you want new traffic to you website RIGHT NOW, paid search is for you.
![Page 83: Understanding the Internet Marketing Ecosystem](https://reader035.fdocuments.in/reader035/viewer/2022081401/559e02cb1a28ab2f6a8b4702/html5/thumbnails/83.jpg)
Paid Search Benefits
1. Extremely trackable
2. You control your budget and targeting
3. Sophisticated geographic targeting options
4. You can have a paid search account up and running in less than one hour
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Paid Search is Like
Going to the Store
![Page 85: Understanding the Internet Marketing Ecosystem](https://reader035.fdocuments.in/reader035/viewer/2022081401/559e02cb1a28ab2f6a8b4702/html5/thumbnails/85.jpg)
There are many options, but a
few dominant sources
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Quality often reflected in the
price
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Finding deals takes some time
and effort
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It’s quick, it’s convenient and
you get what you want.
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Bonus Method!
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Social Media
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Social Media
• Emerging Channel
• Hyper-Social
• Indirect Selling
• Time Intensive
Social media helps you establish self-brand, build trust and be a leader.
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Social media is like
eating at a party or
networking event.
![Page 93: Understanding the Internet Marketing Ecosystem](https://reader035.fdocuments.in/reader035/viewer/2022081401/559e02cb1a28ab2f6a8b4702/html5/thumbnails/93.jpg)
You are expected to be social
before you eat
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It can be a lot of fun
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Sometimes you end up at the
wrong party
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In the end, you might just end up
with crappy hors o’doeuvres
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Food & Water
IS
GOOD BUT…
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Digestive System
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Digestion Gives Us
1.Energy
2.Growth
3.Byproducts
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Metabolism
controls our
speed of
digestion
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Sales
Cycle
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Sales Cycle Result1.Energy = Operating Costs
&Momo2.Growth = Business Growth3.Byproducts = Money in Your
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Metabolism
Booster
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Email Marketing
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Email Marketing
• Speeds up sales process
• Gives information
• Generates demand
• Automatable
Return for email marketing is $43.62 for every dollar spent.*
*Direct Marketing Association, 2009
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What Email Marketing Does
1. Automates follow-up, so you don’t forget
2. Delivers messages and information that prospects need before buying
3. Builds a deeper relationship with your prospects
4. Frees up your time so you can focus on closing hot leads
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Email Marketing Tips
1. Segment your list
2. Send Helpful, Actionable Messages (HAM)
3. Move them through the stages of your sale
4. Use lead scoring to find hot prospects
5. Automate whatever you can automate
Learn more at the email marketing session!
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Now you are:
Breathing
Drinking
Eating…
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Which means
you have:
Energy
Growth
Byproducts
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Now Your Business Has:
• A WEB PRESENCE
• With CONVERSION POINTS
• Getting traffic from SEARCH ENGINES
• Which is turning into LEADS
• And you are selling to the leads more quickly with EMAIL MARKETING
• Which brings you…
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THE PAYOFF
1.Resources to Cover Costs and Create Momo
2. Business Growth
3. Money in Your Pocket!
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But wait…
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I want to
grow more.
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Reproductive System
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The Magic of
Reproduction
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Reselling
customers
using Email
Marketing
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Reselling with Email
• Cheapest contacts
• Already bought once
• You know about them
• Inexpensive to do
If you aren’t UPSELLING or CROSS-SELLING with EMAIL, you are
CRAZY!
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Reselling to
current
prospects
brings…
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Energy &Momo
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Growth
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A whole lot of
byproduct!
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Money
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In Conclusion…
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Internet
Marketing is an
Ecosystem
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Traffic
Website
Conversion Points
Email Marketing
Sales
Resell Email
Understanding the Ecosystem
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KutendaForMSPs.com
Sign-up by Friday with the code: MSPU2010
$99/month for the first 3 months$299/month after that
($100/month off!)
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Upcoming Webinar
The 7 Deadly Sins of Small Business Pay-Per-Click
Marketing and How to Avoid an Eternity in PPC Purgatory
(Can I Get an Amen!?)
July 28th
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Daily Quick Tips
Type “Kutenda” into the iTunes Store.
New tips every day!
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Internet Marketing for MSPs