EO Accelerators Presentation

Top Draw
• Online advertising agency since 1995
• Make websites that connect our
clients with their customers
• Right place. Right time. Online.
Agenda: Internet Marketing
• Why Internet Marketing?
• Practical applications for everyday business
• Overview:
• Search SEO/PPC
• Local
• Mobile
• Analytics: Metrics that matter
• Actionable takeaways
Why Internet Marketing?
• Top of Search = Top of Mind
• Sales, Leads, Info, Credibility
• 30 trillion URLs (pages) crawls 20
billion pages a day.
• 3B+ million searches/day (Google Only)
• 1.8 million first-time internet users/week
• 92% of all offline sales are a result of
online research
Practical Examples
Capitalize on Sales & Leads: Search
• Imagine:
• You own a gas station
• You’d like to add a car wash for
extra recurring revenue.
• You don’t know anyone in
construction.
Calls to action… Website Lead Gen Forms
Calls to action… Phone Calls
58 searches/month
in Canada
~42% of clicks
~12% of clicks
~8% of clicks
~6% of clicks
Using Search: Cormode.com
• Delivers a 1+ quality lead/day for:
• Car wash construction 100+ other
key phrases
• Web leads convert higher
• AND…67 resumes per month.
“In one month alone, we closed five sales
that we can directly attribute to our
website. These sales contributed
significantly to our bottom line.”
— Ben Elzen, President Cormode & Dickson
Using Search: LJWelding.com
• Provides welding and pipe handling equipment
• Built a high performance website to tap into
online demand.
• Over 4 years, the website has driven over
5X increase in revenue.
“At the end of the day, we view this as the single best
marketing investment we could have made. It’s been
transformational for our business, turning us from a
local player into a company with global sales.”
- Ryan Holt, General Manager LJ Welding & Machine
Right Place. Right Time. Online.
Practical Applications: Sales & Leads
• People are looking for what you sell
everyday.
• Searches per month in Canada:
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ERP consultant
Transportation logistics company
Canadian life insurance companies
Prefab steel buildings Canada
Law firms in Edmonton
Machine shop Edmonton
Donate to charitable organization
Edmonton downtown restaurants
28
16
260
36
58
46
16
590
Keyword Research
Keyword Research
“Informed decision-making comes from a long
tradition of guessing and then blaming others for
inadequate results.”
- Scott Adams
Author of Dilbert Cartoons
Effective Keyword Research
ROI & Opportunity
How do your customers
describe/research our product or service?
Keywords that deliver ROI should be:
• Relevant to your business/page of content
• Search frequently
• Obtainable for your site to rank on
• Competitive Research: PageRank, Domain
Authority, number & strength of competitors
• Tip: 3+ word phrases:
= Conversion
Competition
www.adwords.google.com
• Language your customer is
speaking
• Phrases for SEO/PPC
• Services/products to sell
• Blog content
• Social media ammo
• Opportunity/Gap in market
Other Keyword Research Tools:
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Soovle.com
WordTracker.com
Trellian’s KeywordDiscovery.com
Google Trends
Google Suggest
Keywords within Analytics!!
• Segment organic & PPC phrases
www.soovle.com
www.soovle.com
PPC (Pay-Per-Click)
Adwords.google.com
Paid Listings
20%
Natural/Organic
Listings 80%
On-Page “SEO”
Effective SEO Includes:
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Keyword research
Proper site structure & architecture
Proper keyword inclusion
Fresh & unique content
Authoritative & industry related links
Social media integration
Measuring, monitoring & testing
On Page Keyword Inclusion
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Page title tags
NOT
Site navigation
Body copy
Keyword
META descriptions
Stuffing!
Headlines (H1, H2)
ALT attributes for images
URL structure
Internal (anchor text) links
Title Tag
Meta
Navigation
Description
Headline
ALT Text
Body Copy
Title Tag
Meta Description
Local
Capitalize on Sales & Leads: Local
• B2C example: no location referenced in phrase
Capitalize on Sales & Leads: Local
• B2B example: no location referenced in phrase
Claim Your Google+
Business Listing
http://www.google.com/+/business/
Mobile
Mobile, my the times have changed…
Capitalize on Sales & Leads: Mobile
• Imagine:
• You’re working on an oil rig
• You’ve had some equipment fail on you
and need new parts.
• Your traditional
supplier is
back-ordered
3 months.
Capitalize on Sales & Leads: Mobile
• “Oilfield equipment” and other variations are
searched 91 times per month in Canada on
mobile devices.
• “Oilfield jobs” are searched 880 times per
month on mobile devices.
Capitalize on Sales & Leads: Mobile & Local
“We attribute 15%
of all new business
from search, mobile
and local traffic.”
- Karen Bodoano,
General Manager
Overview
Capitalize on Sales & Leads: Mobile
• Smartphone sales are expected to exceed
laptop & desktop computer sales combined
in 2012.
• From 18 typical Canadian companies, we
saw an average of 442% growth in mobile
users year over year.
• In 2012 Canadian companies can expect
~1/3 of their website users to be using
mobile devices.
For more industry mobile usage charts, see
www.topdraw.com/mobile
Mobile Sites
Like it or not…
THIS IS THE WEB
Does your website look
good on a mobile device?
A 1/3 of your users is
significant!
Websites that work on everything!
Yes, it’s possible.
Options for going Mobile?
1) Do nothing
2) Use a plug-in
3) Responsive Design
4) Separate desktop and mobile websites
For direction on what mobile solution might
work, check out www.topdraw.com/mobile
Social Media
Social Media
Facebook
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Crazy guys I went to high school with
Right wing aunts
Left wing cousins
Pictures of my kids
Twitter
• Internet Enthusiasts
• Journalists
• Media people
LinkedIn
• Business owners, sales, marketing folks.
• Can track contacts through job changes
• Provides work contact info in a snap.
LinkedIn
1. Create your account today!
2. Add in people you’ve had business contact
with.
Knowem www.knowem.com
• Search over 340 popular social media
networks to instantly secure your brand
across the social web.
EO Member Social Media Use
Metrics that matter!
• Can you measure online marketing?
• Yes, but which campaign worked the best
• What are metrics that really matter?
• Leads, phone calls, resumes, site visits
Analytics
Reports Confusing?
Metrics that Matter = Real ROI
4 Things To Do on Monday
1. Search: Does your website generate
leads/sales?
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Do you rank on key phrases for your
services/products?
Do you have metrics that matter?
2. Social: Claim all your social media brands
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www.Knowem.com
4 Things To Do on Monday
3. Local: Claim your local listing
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http://www.google.com/places/
4. Mobile: View your site on your mobile
phone
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Can you click the links, easy to read, contact
info?
www.howtogomo.com
Thank You! Questions?
Ken Jurina
President & CEO Top Draw Inc.
ken@topdraw.com
@kenjurina
Download the presentation:
www.topdraw.com/presentations