internet marketing pitfalls & goldmines by maggie barr
DESCRIPTION
For businesses starting out their internet marketing activities, deciding which marketing choices are most important can be daunting. This presentation talks about the most lucrative services, tools, techniques, and opportunities on the internet for businesses starting out. And it also covers common mistakes made by businesses who don't understand what really does and doesn't work with internet marketing. If you would like more information about Kat and Mouse Co. and our internet marketing services, please contact us at www.katandmouse.com, or call us at 408-647-2327.TRANSCRIPT
10/3/2012 1
Internet Marketing Pitfalls
& Goldmines
Kat & Mouse Co.
Internet Marketing Services
9-4-12
10/3/2012 2
Agenda
Introduction
Website Pitfalls & Goldmines
Social Media Pitfalls & Goldmines
SEO Pitfalls & Goldmines
Email Pitfalls & Goldmines
Paid Ad Pitfalls & Goldmines
Messaging & Content Pitfalls & Goldmines
10/3/2012 3
Internet Marketing is constantly changing Google search engine
Facebook features
More and more social media & sharing sites
Customers EXPECT video on your site
Pitfalls & Goldmines
10/3/2012 4
Pitfalls & Goldmines Basic principles of marketing are lost
How to keep up?
Measurable goals
Investing wisely
Reading online
And. . . . . coming to our workshops!
Today we’ll review highlights. . .
Even more info in workshops
Website Pitfalls
Rushing to market Failing to establish goals and develop
accordingly
Market research
Keyword research
Persona development
Individual page goal setting
Content development
Website Pitfalls
Pretty design
Is not enough?
Can be too much
Can get in the way of goals and usability
Websites in a day – Pretty is is not as
pretty does
Website Pitfalls
Layout & Navigation
Can block goals and inhibit sales
process
Interferes with SEO
Website Pitfalls
Copy
Beware of welcome
No value proposition or too many
No memorable brand experience
No call to action
Website Pitfalls
Competitors just a click away
Website Goldmines Wordpress
Marketing and optimized copy to capture and convert
Ready-made plugins
Contact forms
Lead capture
Integrated blog to establish authority and for SEO
Videos
Social media plugins
Live chat, “Call Now” buttons and tools
10/3/2012 11
Social Media Pitfalls
Too many sites! Easy to waste time Learning curves are steep, things change! How much time should you spend on each?
Posting with no plan or goals “Random” posts ok in moderation Are you telling a story?
Focusing on “Likes” Misusing personal v. business sites Failing to get engagement Paying for unnecessary subscription tools like Deluxe Social
10/3/2012 12
Social Media
Goldmines Focusing on your target customer
Who is enjoying your site?
What should they do next?
“Sign up for our newsletter”
Getting customer to visit your website
Special offers customers will want to share
Using video & photos
10/3/2012 13
Social Media
Goldmines Establish authority
Build relationships
Provide customer service
Get referrals
SEO Pitfalls Not doing it at all
Not getting enough for your investment
Under investing
Falling for phone calls from “Google”
Falling for inexperienced SEO consultants
Falling for false promises
Requires research and know-how
Going to sleep
SEO Goldmines Google+ (Places)
Inbound links
Social media aka SEOcial
Blogs
Website SEO tools and plugins
Google analytics
10/3/2012 16
Email Marketing Pitfalls Over-use of email
You don’t want people to opt-out
No more than once a week
No more than one special offer a month
Using email address without people’s opt-in
Overly busy emails
Multiple calls-to-action
No landing pages for offers
10/3/2012 17
Email Marketing Goldmines Using newsletters instead of promo emails Promoting offers using more than one vehicle Repeat on Social Media Repeat on Website Repeat with Landing Page Repeat with Paid Ads
Email is a gift – what do they WANT to hear? Talk about your customers & partners Keep it fun
Paid Ad Pitfalls Thinking it costs too much money
Putting your money where there’s no traffic
Yellow Pages
Private networks
Paid directories
Irrelevant landing pages
No calls to action
No relation to ad
Poor click-through rate
Reach Local
Paid Ad Goldmines Conversion rate optimization
Keeping an eye on analytics
Local directories - Yelp, Facebook, Twitter,
Angie’s List, Yext
Stay tuned to Google+
10/3/2012 20
Messaging & Content Pitfalls Too many message per communication Too many messages on website Too many value propositions Over-kill of content Not enough content No regular changes to content on Website Not enough 3rd-party content No “proof” content
10/3/2012 21
Messaging & Content
Goldmines Online a few things differentiate your business
Know your competition
What do you do better?
What proof do you have?
Talk about what you’re great at – nothing else
Talk to your target customer – no one else
Leverage 3rdparty content
10/3/2012 22
Maggie’s Conclusion Keep it simple & short
Educate yourself! Do your reading & listen to experts.
Find your target, then focus on it
Don’t change the messaging
Vary the special offers
10/3/2012 23
Kathy’s Conclusion Educate yourself! Do your reading & listen to
experts.
CHASE CUSTOMERS NOT RANK!
You’re never done. Keep improving.
Don’t be the hare.
Stay one step ahead of the competition.