Updated Slides From a MATI workshop on Internet Marketing

1. @shari_pw

2. @shari_pw
Who Am I?
 I am a the owner of Shar-i
Digital Marketing
 I am a mom, friend, and
partner
 I love baking! It’s therapy.
I dislike doing dishes and
am forever looking for the
perfect bag…

3. @shari_pw
What Does Your Business Need?
 Bring users into your website
/blog/listing
 Credibility - Visibility
 Build brand awareness on
the web
 Stay connected to your
audience
 Customer service
 Bottom line:
Increase your company sales
Objectives

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How are YOU going to do that?
Internet Marketing 101

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WHAT IS INTERNET MARKETING?
It’s the one term that is used to describe the digital
tools, strategies and techniques to boost your business.
It is how to tell your story using digital tools.

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Make contact with potential
customers and communicate
your message to them.

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60 Seconds Go
If you have 60 seconds that amount of time that
takes you to get to the 55 floor to tell someone
what you do…. What would you say?
GO

8. @shari_pw
Who are You?
 Company name
 Products / services
 Who do you help /
serve
 What Problem do you
solve?
Now put that all together.

9. @shari_pw
Add a few more Deets
 Why
 Who
 Where
 Why you are the best

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Meet Jack and Jill
People

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 Who are they?
 How old are they?
 What do they like?
 What don’t they like?
 What do they need – solve their problem
 Where do they spend their money?
 Where do they hang out (online and offline)?
People
My Name Is And I Am….

12. @shari_pw
Visualize Your Company
 What is your
position?
 What are your
clients looking for?
 What are their
needs?
 What's the best way
of communicating
with them?

13. @shari_pw
Just to Make Sure…
 Who is your client?
 Label you top 2-5 target audiences
 Personify each one
 Make them feel real – story board
 Demographics and behavior
 Use a quote to describe what they think

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Create Experiences
Strategy

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Multi Channel
Rent and Own
Technology

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Own Your Real Estate
 Website: This is your most
important digital channel
and the place where your
online clients will learn
the most about you.
 Easy to understand
content needs to be
updated regularly with
the whole site mobile
optimized too, meaning it
can be viewed on any
device.

17. @shari_pw
Basics
 Website description – clear
 Landing pages should have one clear idea and a
call to action
 Testimonials – Media references
 Amazing images – Strong Copy!
 Important information above the fold
 Responsiveness
 Seo – titles, meta description, headings, image
alts

18. @shari_pw
Website
 www.Yourname.com
 Hosting
 Typography
 Responsive
 Speed
 Content
 Technology
 Interaction

19. @shari_pw
Speed
Load fast (technical
speed)
To the point (speed
of content)
Scannable (structure
speed)

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Keywords
 Do you know what do to with them?
 Where to put them when building your
website and writing your blog?
 Page title
 Meta Description
 Headline (H1)
 Subheads
 Image Alt Tags
 In your content!

21. @shari_pw
Content Marketing
 Create a blog. Write about a specific area
 Don’t post about yourself but about what you
have learned
 Quality over Quantity
 Post regularly – pick a schedule
 Create guides, mini books – it pays off!
 Reuse your content on other platforms – blogs to
Slideshare or YouTube
 Create a mailing list for people who read your
blog

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So what do you have to ask yourself?
 My audience is
 I’m offering them …
 They will find it via…
 They will care because…
 They will interact by…
 Their next step will be…
 They will share it because….

23. @shari_pw
Content
 Publish – regularly
 Editorial calendar
 Value – relevant content
 News

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Where is your Blog?
 B2C companies that blog generate 88% more
leads per month than those who do not!
(source: Hubspot)

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Blog
Objectives
 Increase brand awareness
 Increase thought leadership throughout your
industry
 Encourage comments and engagement
 Lead generation through blog subscription
 External linking
Action Items
 Choose managing editor to own the blog
 Choose a blogging platform
 Create an internal blog evangelist program to
get employees to contribute
 Decide on a weekly cadence
 Recruit guest bloggers
 Add social sharing icons
 Add a Tweet This button
 Promote each blog on social channels
BLOG
Key Metrics
 X number of posts
 X number of bloggers
 X number of social shares
 Audience growth—unique and return visitors
 Conversions
 Subscriber growth
 Inbound links
 Directory listings for infographics
 SEO improvement

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Emails – Grab them!
Still one of the best marketing tools
Research

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Let them Interact
Let them contribute
Social Sharing – make it easy
Twitter, Blogs, Facebook, LinkedIn,
Google+, Pinterest

28. @shari_pw
“Social is how customers hear
about you,
search is how they find you,
and content is how they qualify
you.”

29. @shari_pw
Social Media Marketing
 Social Media describes the online
technologies and practices that people use to
share content opinions, insights, experiences,
perspectives and media
 Social media uses web=based (mobile)
technologies to turn communication into
interactive dialogues

30. @shari_pw
What?
 Forget that last slide…..

31. @shari_pw
Social Goals
 Bring users to your website
 Sales
 Contest
 Credibility
 Brand Awareness
 Stay connected
 Customer service
 Engage

32. @shari_pw
Create Content To Be Shared
Strategy

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“Idealizations are out. Realism is in.”

34. @shari_pw

35. @shari_pw
Really – How?
 Research – which social media platforms will work for
you (Facebook – LinkedIn – Twitter –Pinterest- Website
– Blog- App).
 Research, Listen and understand (listen to what your
target is saying about your business, understand who's
talking about you and who is not.
 Follow people of common interests – start a discussion
– share content that your target audience will find
useful hit them in the gut with emotion.
 Remember your communication objectives.
 Plan your action!
 Go!
Strategy

36. @shari_pw
Research
 Search Tools
 Google Analytics
 Google adwords, Keyword planner
 Google alerts
 Social Tools
 Social Mention
 twtrland
 Klout
 Swayy

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Which Social Network Drives the Most
Traffic?

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Trends for 2014
Content Marketing is King
Social Media deep in SEO
Images for Success
Mobile is Moving Faster

39. @shari_pw
Twitter
 42% of companies have acquired a customer via Twitter”
 Twitter is not a technology, it’s a conversation and it’s happening with or without
you!
 Use your real estate – cover image, bio, short description, call to action, links,
custom background
 Include keywords in your bio (a word that reflects your business)
 160 Characters

40. @shari_pw
Twitter
 Remember you want people to
RT your tweets keep them
short! 120-130 characters
 Include links – measure them!
 Build lists – listen, tweet,
follow
 Use scheduled posts
(hootsuite, buffer)

41. @shari_pw
Facebook
 Who do you want to talk to?
 Who is your target market
 Where do they live
 How old are they
 Family status
 Hobbies
 Industry
 Financial status

42. @shari_pw
Facebook
 Get found!
 Connect and engage
 Create Engaging CONTENT
 Videos, updates, events, links…..
 Create a community
 Promote
 Customer service

43. @shari_pw
 Be interactive, fun
and helpful, give tips,
advice that are
related to your
product or service
 Give! Perks – fans
love perks!
 Industry News – keep
everyone updated
about the niche
 Measure!

44. @shari_pw
Talk to People
 Join groups and communities
 Search for influencers (Klout, Followerwonk,
twtrland.com/

45. @shari_pw
Trends
 Everybody knows what a hashtag is, and it has
become a part of contemporary culture.
Hashtags are an efficient way to find content
relating to specific topics, as well as the
people talking about those topics.

46. @shari_pw
Content Strategy
 Set your goals – Can they be measured?
 Target Audience – Identify your typical customer
 Define your story – What is your storyline?
 Content – Who produces your content and how
does it speak to your audience?
 Schedule your content – stick with it
 Distribution – Is it getting to your audience?
 Measure – Everything then optimize
 Keep going – Persistence

47. @shari_pw
Take Away’s
 Set up Google Alerts
(company name,
priority keywords,
competitors, events,
product/service)
 Go to where your
audience is!
 Listen First
 Conversation – not
publishing or
broadcasting
 Be useful
 Build relationships

48. @shari_pw
Resources and Thanks
 http://distributedmarketing.org
 http://www.marveo.com
 http://blog.hubspot.com/
 http://pandodaily.com/2012/12/25/the-best-online-ads-of-2012-werent-ads/
 www.dove.com
 www.nike.com
 Kerianne Mellott http://www.facebook.com/kerianne
 http://www.business2community.com/pinterest/beginners-guide-pinterest-0951245
 http://blog.bizzabo.com/8-great-free-image-resources-for-your-event-website
 http://www.facebook.com
 http://memeburn.com/2015/01/heres-your-ultimate-social-media-cheat-sheet-for-2015-
infographic
 https://twitter.twimg.com/ownthemoment
 http://blog.thewholebraingroup.com/sensible-social-media-checklist-v30-infographic
 http://expandedramblings.com/index.php/pinterest-stats/2/

49. @shari_pw
You Can Find Me Here:
 www.Shar-i.com
 About.me/ShariWrightPilo
 Twitter: shari_pw
 Facebook/shariwrightpilo
 Facebook/socialmediashari
 LinkedIn: il.linkedin.com/in/shariwrightpilo/
 Email: sharipilo@gmail.com

50. @shari_pw
Thank You