The Basics of Online Marketing Unit 1: Overview Search Recommendation Engines February, 2009

The buyer’s lens: I’m looking for something: Who’s Out There to Meet My Need?

The buyer’s lens: What do others like me think of this company, product, experience?

The buyer’s lens: The online world is transparent: Shall I trust this person? How well are they known?

The Seller’s Lens: How can I communicate the value of my offer? Old Way: Static High Cost/ High Waste Low Control Difficult to Measure Be big to look big Multimedia limited to large budgets Global reach limited to large budgets Old Way: Static High Cost/ High Waste Low Control Difficult to Measure Be big to look big Multimedia limited to large budgets Global reach limited to large budgets New Way: Flexible Low Cost Low Friction Measurable Multimedia for all Global reach for all Time intensive New Way: Flexible Low Cost Low Friction Measurable Multimedia for all Global reach for all Time intensive

The Seller’s Lens: How can I find potential customers? OR

That’s what Search Engines do, and one reason Google is worth a gazillion $ Search fundamentally changes marketing- no longer demographics/guess-o-graphics- if the terms are detailed enough You can now speak to an interested party at the moment of need and awareness (when they type in that keyword) Search Marketing Focus: What if I could know, right now, who was looking for my service- in Sonoma? In California? Around the World? Search Marketing Focus: What if I could know, right now, who was looking for my service- in Sonoma? In California? Around the World?

A Way to frame the online world Discovery ConnectionPresence

Discovery: Finding, Being Found Search (Google) Vertical Search ValidationRecommendation Directories Filters

Connection: Interacting, Accelerating Social Networks (Facebook, etc) Groups (Yahoo Groups) Online Communities (Wired Sonoma) Event planning sites (eVite)

Presence: Stories, Values, Voice Your Website Targeted Landing Pages/ Entry Pages Managed Presence in Aggregator Sites Video Content Blog Content Syndicated Content

Some online marketing differences serve you, some complicate your life! +-Reach is global and 24/7 +-Flexible, but rapidly changing +-Not controllable -- Demanding….competitive risk +-Accountability to every customer experience +-Democratizing……No sense of scale behind the work Some online marketing differences serve you, some complicate your life! +-Reach is global and 24/7 +-Flexible, but rapidly changing +-Not controllable -- Demanding….competitive risk +-Accountability to every customer experience +-Democratizing……No sense of scale behind the work

6 Steps to Great Search Marketing Searcher Intent How would people think of your offering? Keyword Development List Development and Prioritization Paid Haiku (Search Ads) SEO Create a Cognitive Breadcrumb Trail Right Front Door Bring them to your Site Engage or Capture for later follow- up Immediate Call to Action Watch conversion rates, tests Monitor and Adjust

Example: How would people think of your offering? Dogsitter in Sonoma List Development and Prioritization Dogsitter Petsitter Dogwalker Doggie Daycare Kennel Create a Cognitive Breadcrumb Trail ”No more kennels. Loving Care In a Home Environment. Recommended! Bring them to your Site Alternative to Kennels landing page Immediate Call to Action Get our tips on how to get your dog used to absences Coupon/gift from Three Dog Bakery Call Now Monitor and Adjust Watch conversion rates, tests

Examples of Engagement NewsletterSpecial OfferCoupon/ Sample GameFree TrialInformation/Education

Demo of Google Backend Demo of Yelp Backend ListingAdResults

The basics: Your clear position and value At least a simple presence (site, blog), optimized to be found Pertinent Recommendation engine, with testimonials Social Network/Connecting with your “True Fans” The basics: Your clear position and value At least a simple presence (site, blog), optimized to be found Pertinent Recommendation engine, with testimonials Social Network/Connecting with your “True Fans”