An introduction to Internet Marketing to kick-off a three part series of seminars presented through GBCC.

1. Internet Marketing SeriesSummer 2010 The Greater Beloit Chamber of Commerce Resonate Web Marketing Integrated Marketing – Client Empowerment – Website Development www.ResonateWebMarketing.com Rick@resonatewebmarketing.com

2. Session One – June 30th Internet Marketing – An overview: Setting the stage & providing context Identifying the marketing mix What’s most relevant for my situation Next steps for me Social Media – An introduction: Introducing the communities Introducing the tools Integration with “traditional” marketing How to measuring performance KEY! Developing your Social Media Strategy Building relationships Review of examples Resonate Web Marketing 2

3. Who Am I ???? Rick McGrath With my lovely wife Ana, we’re Resonate Web Marketing Dozen years in this industry (like dog years) B2C & B2B, eCom & lead-gen, Agency-side & Client-side internet marketing “Marketer” – what that means to me Walks along the beach… Resonate Web Marketing 3

4. What to expect… Do I have all the answers? NO! Can you stump me? Yes! Can I help you? … likely, yes. Some core beliefs: Not just client ownership of their own web assets but direct access and control also. The internet –can be- the great equalizer You can do this – I’m banking on it Resonate Web Marketing 4

5. Setting the stage… What do you want your website TO DO? Sales – online shopping cart Lead generation (online, pick up the phone, email) Drive foot traffic to store, office etc. Educate, inform your target audience Generate memberships, registrations, subscriptions, donations Two spheres to internet marketing: Acquisition Retention Where we’ve been, what changed: (the easy part) Convergence Broadband That Web 2.0 thing… Blogs Social Media User generated content Mobile/Local The “Cloud” Resonate Web Marketing 5

6. Yeah so? What do I do? Preparing for the future: (the harder part) Further product/service commoditization Further market segmentation/personalization Continued shake out Decreasing brand loyalty Control shifting to the consumer Winners w/b those… With quality content. Content is still king Best at getting their message out, building community & engaging their market Track and measure performance and nimble enough to adapt. Marketing & Analysis mindset. Wow, that sounds scary. Oh boy how I do love change.  Resonate Web Marketing 6

7. What’s the (online) marketing mix Internal: On-site / converting traffic Usability Merchandising Shopping cart optimization Blog (Acquisition & Retention) Social Media integration (Acquisition & Retention) “Rich Content” (Acquisition & Retention) Landing page optimization Analytics Resonate Web Marketing 7

8. What’s the (online) marketing mix External: Off-site / getting –targeted- traffic “Social Media” – Facebook, Twitter, Youtube etc. (Acquisition & Retention) SEO - (search engine optimization, organic, “natural” search) (Acquisition) Online reputation management SEM (search engine marketing, “Paid Search” (Acquisition) CPM / CPA paid placement – all but dead. (Acquisition) Banners, contextual ads etc. Email / eNewsletter (Retention) Affiliate Marketing (Acquisition) RSS - still viable but in flux (Retention) Mobile / Local optimization – becoming a moot point (Acquisition & Retention) Analytics Resonate Web Marketing 8

9. What’s the (online) marketing mix Internal: On-site / converting traffic (table competitive product, price, service) Usability Merchandising Shopping cart optimization Blog (Acquisition & Retention) Social Media integration (Acquisition & Retention) “Rich Content” (Acquisition & Retention) Landing page optimization Analytics Resonate Web Marketing 9

10. What’s the (online) marketing mix External: Off-site / getting –targeted- traffic SEM (search engine marketing, “Paid Search” (Acquisition) CPM / CPA paid placement – all but dead. (Acquisition) Banners, contextual ads etc. Email / eNewsletter (Retention) Affiliate Marketing (Acquisition) RSS - still viable but in flux (Retention) Resonate Web Marketing 10

11. What’s the (online) marketing mix Internal: On-site / converting traffic Analytics External: Off-site / getting –targeted- traffic Analytics Resonate Web Marketing 11