Do YOU Make These Internet Marketing Mistakes

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Do YOU Make These Internet Marketing
Mistakes? Presented by Pete Kennedy and Phil
Frost Internet Marketing Consultants Growthink,
Inc.
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Areas Covered

• Who is Growthink?
• Why Internet Marketing Now?
• What, Exactly, Is Internet Marketing?
• What Goes Wrong?
• How to Do it Right?

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Growthink Credentials

• Inc. 100 Fastest-growing Business Services
  Company in U.S.A.
• Better Business Bureau A Rating
• Recognized for our thought leadership regarding
  entrepreneurship, strategic planning and online
  marketing
• Have built multi-million dollar Internet
  businesses, managed millions of dollars in online
  advertising

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Why Internet Marketing Now?

• Traditional Marketing Tactics Becoming Less
  Effective
• Benefits of Internet Marketing
• Targeted
• Measurable
• Cost-Effective
• Early Mover Advantage Still Exists
• Smart Allocation During a Downturn

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But What, Exactly, Is Internet Marketing?
Key Components

• Website Design
• Search Engine Optimization
• Social Media Marketing
• Pay Per Click Advertising
• Email Marketing

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What Typically Goes Wrong?

• Website Design
• Search Engine Optimization
• Social Media
• Pay Per Click Marketing
• Email

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Website Design
Top Website Design Mistakes

• Impeding search engines
• Poor cross-browser compliance
• Egocentric site copy
• Lacking clear USP
• Lacking clear call-to-action
• Brochure

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SEO
What is SEO? Why Does it Matter?

• Reach people who are specifically seeking your
  information and products
• Investment in SEO provides on-going streams of
  relevant website traffic

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SEO
Top Search Engine Optimization Mistakes

• Web design impediments
• Believing SEO is only a web design issue
• Not identifying words that people actually search
  
• Not optimizing pages for desired keywords
• Keyword-stuffing / over-optimizing

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SEO
Top SEO Mistakes (continued)

• 6. Writing for robots instead of humans
• 7. Duplicate content and near duplicate
  content
• 8. Stagnant content
• 9. Not building links to website
• 10. Focus on rankings vs. traffic (or
  transactions)

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Social Media
The New Kid on the Block

• Why Social Media Matters
• Communicate with and gain insights from target
  customers
• Social media provides tremendous reach at a
  fraction of the cost of traditional marketing
  methods
• Create awareness and buzz around your brand,
  service, or product
• Successful social media marketing campaigns
  attract links, and as a result, enhance SEO
  efforts

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Social Media
Top Social Media Mistakes

• Not doing it
• I dont have time
• Not having a purpose plan
• Random, meaningless content
• Being too promotional
• Beware of the Amway guy
• Not sticking with it
• I got busy

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PPC
What is Pay Per Click?

• Reach people who are specifically searching for
  your information and products
• Receive immediate and detailed feedback on
  performance of campaign
• Reach thousands of potential customers within
  minutes

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PPC
Top PPC Mistakes

• Not being targeted
• Not being relevant
• No conversion tracking
• No email capture
• Not testing

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Email Marketing
The Power of Email Marketing

• Guide customers through buying cycle
• Browser
• Shopper
• Buyer
• Lifetime Customer
• Cost-effective, automated, scalable
• Newsletters, follow-up campaigns

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Email Marketing
Top Email Marketing Mistakes

• Not opting-in
• Not being relevant
• Not adding value
• Not taking advantage of powerful technologies

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How to Do it Right?
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How to Do it Right
Take an Integrated Approach

• You might be thinking
• Im comfortable with SEO
• Im used to PPC
• Im afraid of social media
• Why not just do one piece?
• Integrated Approach Provides
• Synergy
• Cumulative Results
• and Spreads/Limits Risk

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How to Do it Right
In-House vs. Outsourced Internet Marketing

• Why not just do it yourself?
• Great option if you have the interest, resources,
  commitment
• But outsourcing has its own benefits
• You can remain focused on your core business
  activities
• Often produces better ROI
• Both choices have their Pros / Cons

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How to Do it Right
How We Work with Clients

• Initial Call to Determine Business Goals
• What is your current status? What do you want to
  achieve?
• Who is your audience, who are your competitors?
• How will your business benefit from an integrated
  internet marketing campaign?
• Create Customized Action Plan
• Audit website
• Perform research (keyword, competitive research)
• Develop custom SEO, social media, PPC, and email
  strategies to achieve business goals
• Implement Campaign
• Typically Structure 6 month retainer
• Fees range from 1K-10K/month, depending on
  complexity/amount of work required

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Next Steps

• Consultation to discuss business goals
• If theres a fit, you receive a complimentary
  website audit as part of the consultation/proposal
  process
• Email nextsteps_at_growthink.com to learn more

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Resources

• Books
• Dont Make Me Think
• by Steve Krug
• The New Rules of Marketing and PR
• by David Meerman Scott
• Blogs
• AllTop.com (various categories of top blogs for
  SEO, Content Marketing, etc.)
• Growthink
• Well be creating more content, resources,
  products and services on the topic of Internet
  Marketing in the coming weeks and months

• Online Tools, Resources, Products
• Keyword Research
• Google Adwords Keyword Tool (free)
• Wordtracker (subscription)
• Keyword Spy (subscription)
• Duplicate content checker
• Copyscape
• Free site analysis tool
• HubSpot Website Grader

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Contact nextsteps_at_growthink.com Pete
Kennedy www.twitter.com/petekennedy Phil
Frost www.twitter.com/philfrost