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Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
Internet Marketing Basics By John Lafare Rev3 0
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Internet Marketing Basics By John Lafare Rev3 0

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Introduction to Internet and Social Media Marketing

Introduction to Internet and Social Media Marketing

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  • Traffic is the first obstacle facing anybody who is trying to make money online. Call it a goal but since this is something absolutely necessary to any website, I would call it an obstacle.Traffic is a must and you can’t do anything without it.If you only get 300 or 600 visitors per month you can’t fulfill your goals, you can’t sell your product(s) and you can’t make money from affiliate programs or AdSense.As we go through the workshop material, we’ll talk about why some Web sites don’t receive any traffic, and ways to improve the traffic flow, which is not all that hard
  • Creating a Web site is about 5% or less of what you need to do to establish a real presence on the InternetFor most companies, search engine presence is only another 5-10% of the opportunity that awaits youInternet marketing is mostly still about marketing
  • Marketing, not technology, is what drives the sales of your products or services, meaning that you still need a marketing strategyYour marketing strategy will not be complete without a marketing mix, the basic strategies of a marketing plan, known as the Four P's: product, price, place and promotionOn the other hand, the marketing of products and services is made a lot easier by the InternetThe goal is to explore how Internet technology impacts the elements of the marketing mixProducts: with the aid of internet technology, determining the products or services that would most likely sell or flop among customers is becoming easier. Clients can also check the products being offered by a particular firm. At the same time, firm can readily make available the list of products or services they offer through the internetPricing: Affordable and reasonably-priced products often attract attention. For companies that do the bulk of their marketing online, it is easier to reduce the price of their commodities or services because advertising expenses are effectively lessened by technologyPlace: using internet technology, selling is no longer contained to a physical place such as stores or in malls. The internet makes transfer of information faster and easier. Orders are made in real-time. The internet stores are open 24/7 even if the physical store closes. Promotion: a wider base of audience is being reached by internet promotions. There is no limit on the scope and breadth of promotions since there are no physical barriers to contend with
  • Google near 72% of all U.S. searches in November 2009 the World Wide Web was born in 1990 the Mosaic Web browser was created in 1992 Google was incorporated in 1998 there are about 1 trillion URLS which include content links the size of the visible internet is probably around 50 billion pages there are now about 240 million Web servers / sites
  • Google near 72% of all U.S. searches in November 2009 the World Wide Web was born in 1990 the Mosaic Web browser was created in 1992 Google was incorporated in 1998 there are about 1 trillion URLS which include content links the size of the visible internet is probably around 50 billion pages there are now about 240 million Web servers / sites
  • For week ending December 3, search engines contributed 17.9% of visits to retailer web sites Google’s contribution: 10.8% (Yahoo = 4.1%)
  • Google near 72% of all U.S. searches in November 2009 the World Wide Web was born in 1990 the Mosaic Web browser was created in 1992 Google was incorporated in 1998 there are about 1 trillion URLS which include content links the size of the visible internet is probably around 50 billion pages there are now about 240 million Web servers / sites
  • Number of internet users as of May 2009World = 1.7 trillion+China = 384 million, 28.9% of the populationEuropean Union = 312 million, 63.8% of populationUnited States = 228 million, 74.1% of population66% of Americans have adopted broadbandActual broadband speed is only 50% of advertised speed82% of high income users have purchased onlineOnly 29% of low income users have done so
  • Naming your site after your domain may seem obvious, but you'll be surprised to learn that not every website is named after the domain name even when the webmaster owns that domain name. Having a domain name that matches your brand name is very important. The very name that you use to advertise your product is the name that you will want for your domain, because that is the first thing that people will try in their browseI'd go for the shorter name if I can get a meaningful one, but I'm not averse to longer names. However, I would probably avoid extremely long names.One common question is from people who can't get the ".com" domain of their choice, but find the ".net", ".org" or other country-specific top level domains (TLDs) available (like .de, .nu, .sg, etc). Should they try for these? The answer is not as straightforward as you might think. The bottom line, though: get that domain name before you start your site or your business
  • Search terms are the words and phrases that people type into the search forms of search engines.Keywords and key phrases are the words on your web site that need to match these search terms in order for your site to drive targeted traffic to your business.Targeted traffic equals qualified prospects which in turn will convert into salesThe accurate identification, proper selection and final placement of the right keywords and key phrases on your site will be the determining factor for the rankings the search engines will give you.Before you do any type of search engine marketing, you have to understand your target audience and know the search terms they are using. Once you know the search terms being used, these can be included in the content of your Web site as keywords and key phrases.Your keywords and key phrases will also be used if you plan to promote your site with pay per click or keyword based pay per impression advertising.
  • A search engine results page (SERP), is the listing of web pages returned by a search engine in response to a keywordquery. The results normally include a list of web pages with titles, a link to the page, and a short description showing where the keywords have matched content within the page. A SERP may refer to a single page of links returned, or to the set of all links returned for a search query.Organic search results are listings on search engine results pages that appear because of their relevance to the search terms, as opposed to their being adverts. In contrast, non-organic search results may include pay per click advertising.Worldwide number of searches between 12/08 and 12/09 and YOY growth:USA : 22.7 billion (22%)China : 13.2 billion (13%)Japan : 9.1 billion (48%)UK : 6.2 billion (35%)Germany : 5.6 billion (38%)France : 5.4 billion (61%)
  • Each page between an entrance page and a conversion page is an opportunity for the visitor to be distracted and leave If your most popular conversion funnels are too intricate, any potential may be lostA well designed Website has the potential to get a lot of visitorsOf these visitors a few less will actually stay on and make inquiries using some kind of contact methodFewer of these visitors will go on to make a small sale on your website like a small audio or PDF downloadAnd finally only very small percentage of the original website visitors will go on to make a big sale - something like a seminar or training program that will be a lot more costlyOther steps within this funnel model could be added such as a returning visitor, someone bookmarking your website, someone sharing your website on a social network, or other ways of interacting with the website.Tracking a website's funnel model can be done by using an analytics application such as Google Analytics.There are also ways with Google Analytics to setup funnels and goals which can track when a website visitor joins your path to sale, and at which step they decide to leave your website or get off of the sale pathway.Finding out when people leave this sales pathway can help the website owner to tweak the copy and images on the page in order to try and raise the conversion rate to get a higher percentage of sales against the number of website visitors.
  • A Web crawler is one type of bot, or software agentWeb crawlers or spiders, are mainly used to create a copy of all the visited pages for later processing by a search engine that will index the downloaded pages to provide fast searches.Crawlers can also be used for automating maintenance tasks on a Web site, such as checking links or validating HTML code. Also, crawlers can be used to gather specific types of information from Web pages, such as harvesting e-mail addresses (usually for spam).The process is called crawling or spidering
  • A web directory or link directory is a directory on the World Wide Web. It specializes in linking to other web sites and categorizing those links.A web directory is not a search engine and does not display lists of web pages based on keywords; instead, it lists web sites by category and subcategory
  • Social bookmarking is a method for Internet users to share, organize, search, and manage bookmarks of web resources. Unlike file sharing, the resources themselves aren't shared, merely bookmarks that reference them.
  • Web developer: software developer or software engineer who is specifically engaged in the development of World Wide Web applicationsWeb design is the skill of creating presentations of content (Webmaster is responsible for maintaining the Web site
  • AIDA is a model designed back in 1925 to capture the 4 stages of the sales cycle It’s a fairly simplistic model, but that does not mean it’s not of value
  • First get the visitor’s attention. Without attention, you can hardly persuade him/her of anything. You can get attention in many ways--a good way is to surprise him/her them. You have to have something that pulls them and they rapidly decide whether you are worth giving further attention. Once you have their attention, sustain that attention by getting the other person interested, wanting more Once they are interested in you and what you have to say, then next step is to create a desire in them for what you want them to do.  They can recognize that they have a need, but this is not desire. Desire is a motivation to act and leads towards the next stage.  Example: showing them how the item to be desired will not be available for long. Action is the magic stage when they take action on their desires and actually buy the product. A variant on AIDA add a 'C' for Conviction. The ideas is that before you get to a final purchase action, a cognitive state of understanding the value needed that matches the emotional state of desire. Comes before or after Desire. The letter 'S' for satisfaction also gets added, indicating the fact that happy customers will buy more (whilst unhappy customers will tell their friends!).
  • First get the visitor’s attention. Without attention, you can hardly persuade him/her of anything. You can get attention in many ways--a good way is to surprise him/her them. You have to have something that pulls them and they rapidly decide whether you are worth giving further attention. Once you have their attention, sustain that attention by getting the other person interested, wanting more Once they are interested in you and what you have to say, then next step is to create a desire in them for what you want them to do.  They can recognize that they have a need, but this is not desire. Desire is a motivation to act and leads towards the next stage.  Example: showing them how the item to be desired will not be available for long. Action is the magic stage when they take action on their desires and actually buy the product. A variant on AIDA add a 'C' for Conviction. The ideas is that before you get to a final purchase action, a cognitive state of understanding the value needed that matches the emotional state of desire. Comes before or after Desire. The letter 'S' for satisfaction also gets added, indicating the fact that happy customers will buy more (whilst unhappy customers will tell their friends!).
  • The internet marketing process is a sequence and developing your online strategy is much the same.
  • Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usageOff-site web analytics refers to web measurement and analysis irrespective of whether you own or maintain a website. It includes the measurement of a website's potential audience (opportunity), share of voice (visibility), and buzz (comments) that is happening on the Internet as a whole.On-site web analytics measure a visitor's journey once on your website. This includes its drivers and conversions; for example, which landing pages encourage people to make a purchase. On-site web analytics measures the performance of your website in a commercial context. This data is typically compared against key performance indicators for performance, and used to improve a web site or marketing campaign's audience responseBounce rate is a term used to represent the percentage of initial visitors to a site who "bounce" away to a different site, rather than continue on to other pages within the same site.The formula used to calculate bounce rate is: Bounce Rate = Total Number of Visits Viewing One Page / Total Number of Visits
  • SEM is a rather broad term. It's everything that can be done to utilize the technology of search engines with the goal of promoting a web site and increasing its traffic, its "stickiness," and, in the case of sites that promote a business (or are a business), increase profits. SEO, therefore, would be a subset of SEM.SEO is the process of tailoring a website (text, titles, meta tags, alt tags, etc) so that the search engines will assign a good rank to the site for specific search terms.
  • There are two primary models for determining cost per click: flat-rate and bid-based. In both cases the advertiser must consider the potential value of a click from a given source. In the flat-rate model, the advertiser and publisher agree upon a fixed amount that will be paid for each click. In many cases the publisher has a rate card that lists the CPC within different areas of their website or network. These various amounts are often related to the content on pages, with content that generally attracts more valuable visitors having a higher CPC than content that attracts less valuable visitors. However, in many cases advertisers can negotiate lower rates, especially when committing to a long-term or high-value contract. The flat-rate model is particularly common to comparison shopping engines.In the bid-based model, the advertiser signs a contract that allows them to compete against other advertisers in a private auction hosted by a publisher or, more commonly, an advertising network. Each advertiser informs the host of the maximum amount that he or she is willing to pay for a given ad spot, usually using online tools to do so. The auction plays out in an automated fashion every time a visitor triggers the ad spot.  In situations where there are multiple ad spots, there can be multiple winners whose positions on the page are influenced by the amount each has bid. The ad with the highest bid generally shows up first, though additional factors such as ad quality and relevance can sometimes come into play.To maximize success and achieve scale, automated bid management systems can be deployed. These systems can be used directly by the advertiser, though they are more commonly used by advertising agencies that offer PPC bid management as a service. 
  • Contextual advertising: form of targeted advertising for ads on Web sites or appearing on mobile browsers. The advertisements themselves are selected and served by automated systems based on the content displayed to the user.Contextual advertising is also what’s used by search engines to display advertisements on their search results pages based on the keywords in the user's query.For example, a search on Google for digital cameras results in a page with sponsored links to websites that offer information about digital cameras or sell digital cameras. The advertisements are contextually related to your search.There are three main components to online advertising: creation — what the advertisement looks likemedia planning — where the advertisements are to be runmedia buying — how the advertisements are paid forContextual advertising replaces the media planning component.Instead of humans choosing placement options, that function is replaced with computers facilitating the placement across thousands of websites.
  • Landing pages appear after an online ad, e-mail link, search result, or an specific promotional URL. It’s the first chance you have to convince a motivated user (who clicked and has shown interest) to pursue the purchase process.A successful landing page functions as a funnel-point for users.The landing page is the most important persuasion point for the user because it must:Market to specific users through market segmentation and persona developmentPersuade users through relevant copy and contentBuild Trust and increase user’s confidence on the pageEngage by providing answers to questions about your product/serviceEnhance customers experience through better usabilityIncrease your conversion rates
  • Affiliate marketing is about using one website to drive traffic to anotherIt’s an online advertising channel in which advertisers (online merchants that sell products or services) pay publishers (independent parties that promote the products or services of an advertiser on their Web site) only for results, such as a visitor making a purchase or filling out a form, rather than paying simply to reach a particular audience This "pay-for-performance" model is in essence the modern version of the "finders'-fee" model, where individuals who introduce new clients to a business are compensated. Since advertisers only pay their publishers when the new client introduction results in a sale or a lead, this makes it a low-risk, high-reward environment for both parties.Advertisers in an affiliate network populate their ad links using some interface, making them available for placement by publishers. Each link is assigned a commission, such as a fixed amount per lead or a percentage of a resulting sale on the advertiser's Web site. Publishers looking to monetize their traffic apply to join an advertiser's program. Upon acceptance, the publishers select and place the advertiser's links on their Web sites, in their email campaigns or as part of search listings. When a consumer clicks on a publisher's link, a cookie is set on the visitor's browser that identifies the advertiser, the publisher, and the specific link and payment rates. When the visitor makes an actual purchase online or fills out a form, that transaction is tracked and recordedUpon recording the transaction, the affiliate network handles all of the collection and processing required to ensure fair and timely commission payment for the publishe. 
  • The buzzwords viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks increase brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of pathological and computer viruses.The strategy encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influenceIt can be word-of-mouth delivered or enhanced by the network effects of the Internet.Viral promotions may take the form of video clips, interactive  Flash games,  eBooks, brandable software, images, or even text messagesThe goal of marketers interested in creating successful viral marketing programs is to identify individuals with high social networking potential and create viral messages that appeal to this segment of the populationViral marketing depends on a high pass-along rate from person to person. If a large percentage of recipients forward something to a large number of friends, the overall growth snowballs very quickly. If the pass-along numbers get too low, the overall growth quickly fizzles.Hotmail, is widely cited as the first example of viral marketing.An effective viral marketing strategy: gives away products or services; provides for effortless transfer to others; scales easily from small to very large; exploits common motivations and behaviors; utilizes existing communication networks; takes advantage of others' resources
  • Transcript

    • 1. Internet and Social Marketing Basics
      Score114
      Presented by John Lafare
      John.Lafare@SCORE114.org
    • 2. US retail online spending
      Source: ComScore
    • 3. Why are we here, then?
      In today’s world you need to harness the Internet or prepare to be obsolete
      An effective Web presence will provide a definite marketing edge
      On the other hand, you often set up a site and nothing happens
      The Internet allows anyone with a few dollars and a little bit of knowledge to become a writer, designer, or publisher
      But in their haste, many overlook the reasons for doing so
    • 4. Presentation objectives
      Review basic Internet concepts
      Highlight elements of an effective Web presence.
      Discuss basics facts of marketing using the Internet
      Provide a brief introduction to key Internet Marketing tools and techniques
    • 5. Internet Marketing is a huge topic
      This is a generic introduction:
      The coverage may be too basic for some
      It may not be detailed enough for others
      Not meant to be a complete discussion of everything Web or e-Commerce
      What this presentation is/isn’t
      Over 2,500 pages
    • 6. Upcoming advanced workshops
    • 7. What the material is really about
      We will talk a lot about technology
      But technology is the means, not the end
      It’s more about:
      Ways to harness the technology
      Taking a long view of Internet opportunities
      Being thoughtful about the Website investment
    • 8. Network of networks that has been around since the 60’s
      About 1 trillion URLs
      (internet addresses)
      2008-2009
      growth = 12%
      About 240 million Web servers
      40 to 50 billion visible pages
      How big Is the Internet?
    • 9. What’s the point?
      It’s huge out there, and traffic to your web site will not grow by virtue of exposure to sunshine
      If you want to be found:
      Follow a disciplined marketing process
      Besmart about technology
    • 10. Google was incorporated in 1998
      Started with 28 million pages to index
      July ‘08: indexed over one trillionpages
      The search engine space
    • 11. Some sites get less than 25% of visits from search results
      Other sources:
      Direct Traffic
      Social Bookmarking
      Blogging
      Email Marketing
      Affiliates, Partner Sites
      Traditional Media
      Directories
      Pay Per Click Advertising
      Banner Ads
      Etc, ….
      Tracking traffic sources using Google Analytics
      Where does traffic come from?
    • 12. Social networks
      Over 100 million social networking sites
      The most important are:
      Facebook.com: over 150 million members
      MySpace.com: 191 million members
      Linkedin.com: 12.5 million members, a tool for business networking
      del.icio.us: social bookmarking web service, now part of Yahoo!
      digg.com:used to help discover and share content from anywhere on the Internet
      Twitter.com:allows users to send "updates" (text-based posts up to 140 characters long)
      Google now rolling out Buzz
    • 13. Global browser market shares
      Mean of several estimates of usage statistics
    • 14. Connecting to the Internet
      An Internet Service Provider (ISP)offers access to the Internet
      Data transmission technologies include dial-up, DSL, cable modem, wireless, …
      Internet penetration statistics
    • 15. Web hosts
      A web hosting serviceallows you to make your website accessible via the World Wide Web
      Web hosts provide:
      Space on a server they own or lease
      Internet connectivity
      reviews.cnet.com/web-hosting
      webhostinggeeks.com
      www.findmyhosting.com
    • 16. Uniform Resource Locator (URL) shows:
      The name of the mechanism (or scheme) for retrieving the Web page
      The Internet location of the resource
      Example
      http Hypertext Transfer Protocol
      https Denotes a secure Web site
      www “Host name”
      score114 Domain name (more later)
      .com Domain name suffix (more later)
      http://www.score114.com/index.html
      Uniform Resource Locator
    • 17. The domain name is the heart of your Web site
      It helps establish a strong brand identity
      Buy the domain name before:
      You launch your business
      Create a Web site
      Some top domain name registrars:
      Domain names are business-critical
    • 18. Easy to spell, say, read, remember, understand
      Strong, concise
      Ideally reflects the nature of your business
      If it contains keywords relevant to the industry you operate in, it can help drive traffic to your site
      Be aware of how people may mistype the domain name
      Choosing a domain name
    • 19. Choosing domain name extensions
      The original big 3:
      .com for commercial organizations
      .net for network services such as ISPs
      .org for non-profit organizations
      Country-level top domains:
      .de for Germany
      .jpfor Japan, and so on
      Other common extensions:
      .gov for governmental entities
      .edufor educational institutions
      .tvfor entertainment sites
      .biz for business use only:
      .com is generally preferable
      .biz a good alternative
    • 20. Hypertext Markup Language
      HTML is the markup language for the creation of structured Web documents
      Can be used to create interactive forms
      Written in the form of HTML elements consisting of "tags”
      Can include:
      Scripts in languages such as JavaScriptwhich affect the behavior of Web browsers
      Cascading Style Sheets (CSS) to define the appearance and layout of Web pages
    • 21. HTML coding example
      To view the HTML source of web pages:
      Right click on the Web page
      Select “View Page Source”
    • 22. Cascading Style Sheets (CSS)
      Style sheet language used to describe the look and format of HTML documents
      Helps separate style from content
      Multiple pages can share formatting, reducing complexity and repetition in the structural content
      Allows styling pages differently for printing, as well as other user agents like voice, and mobile devices
    • 23. CSS coding example
    • 24. Example: Shea Homes Mobile
      Shea Homes Web pages repurposed and delivered via an iPhone app, providing:
      Detailed info about Shea communities
      Ability to browse all available plans
      Prices, square footage, floor plans, exterior images
      Calling and driving directions
      Frequent updates
      Access to Shea Home’s Facebook and Twitter pages
    • 25. Verifying browser compatibility
      The Web browser is a translation device:
      Documents written in HTML are translated into a formatted Web page
      Translation rules are subject to interpretation
      Support for HTML tags not universal
      You might build your pages with parts of HTML that not all browsers understand
      Tools exist to help test how your Web pages display with different browsers
    • 26. Keywords and keyphrases
      The basis of ALL search engine rankings
      Users enter keyphrases in Search Engines to get the information they need
      Optimizing for keyphrases is critical
      Tools available for keyword suggestions and keyword traffic estimates
      Google’s Keyword Tool
    • 27. Search engine results pages
      Organic search resultsappear because of their relevance to the search terms
      Non-organic results are the product of ads such as pay-per-clickadvertising
    • 28. What is a funnel?
      Paths through your site visitors follow before converting to the desired action
      Surveys, shopping carts, multi-page forms are examples of funnels
      The Funnel Model
      • Each page between an entrance page and a conversion page is an opportunity for the visitor to be distracted and leave
      • 29. If your most popular conversion funnels are too intricate, any potential for selling may be lost
    • Web beasts: crawlers and spiders
      A bot is a software agent
      Crawlers / spidersare types of bots
      Bots browse the Web in a methodical, automated manner
      Googlebot:search bot which collects Web documents to build the index used by the Google search engine
      Other search bots:Yahoo! Slurp and MSNbot
    • 30. What is a directory?
      A listing of websites, by category
      If you are listed, crawler-based search engines are more likely to find your site 
      For commercial categories, Yahoo! requires a submission feeof $299/year
      The Open Directory, used by Google and others is free
    • 31. What is online bookmarking?
      Method used to share, organize, search, and manage bookmarks of Web resources
      The resources themselves aren't shared, merely bookmarks that reference them
      They are free and can facilitate visits to your internet property because people use them to find information
      See the following top bookmark services:
    • 32. Who are those Web people?
      Oversees your Web site / server. In-depth knowledge of networking, well-versed in security and troubleshooting
      Use programming, scripting, and database integration tools for professional, effective, and well-organized client and server-side coding
      Design sites that are attractive, interesting, functional, and useful
      When you negotiate a development contract:
      Know what the skills are
      Understand how experience relates to your business
    • 33. The challenges of Internet selling
      How do we sell on the Internet?
      Learning from others ….
      It’s the marketing ….
      Applying the AIDA model
      Understanding the sales cycle
      Marketing strategy questions
    • 34.
      • No eye contact
      • 35. No talking, no lunches
      • 36. No physical interaction
      How do we sell on the Internet?
      Open a storefront on a busy "real world" street, visitors will spill in and buy
      On the Internet, people aren't looking for you, they are looking for information
      And you don’t have weeks, or days, or hours, or even minutes to sell
    • 37. How do we sell then?
      It’s about content, especially words
      A content-driven is helpful because it is filled with useful, informative content
      Search engines love content-filled sites because their service caters to people who use them to find information
      The secondary purpose of the website is to make money for the website owner
      It sounds strange the website won't make you any money without traffic
      A content-driven approach on your home page can lead to increased sales
    • 38. You can learn from others ….
      http://www.webpagesthatsuck.com/
    • 39. It’s the marketing …..
      Creating an online store first, then worrying about visitors is doing it backwards
      The stores may look professional, but 9 times out of 10 nobody's browsing or searching
      Most importantly, nobody's buying and 98% die and give up within a year
    • 40. Attention
      The goal is to convert as many visitors as possible into clients
      People who surf the web are impatient
      Many selling formulas
      The AIDA formula is the easiest one to use for any selling situation
      Interest
      Desire
      Action
      Understanding the sales cycle
    • 41. Applying the AIDA model
      Get the prospect’s attention
      Build interest by offering multiple benefits
      Build desire by making your offer irresistible
      Ask people to buy and make it easy for them to take action
    • 42. Help determine if the Web site effectively follows the AIDA formula
      http://www.conversionprophet.com/
      Tracking the performance of affiliate programs
      Testing to determine the most effective headline
      Tracking keywords with the most profit potential
      AIDA-inspired tracking tools
    • 43. Key marketing strategy questions
      Set your goals
      Why do you want a Web site?
      How does the site fit the overall plan?
      What’s the size of the market you can reach?
      What are the goals for your Web site?
      Develop your strategy
      Who is your Web site target audience?
      What typically appeals to your audience?
      How are competitors reaching the target?
      How will you measure your performance?
      What will your Web site do for your clients?
      How will it stand above the competition?
    • 44. The tools of Internet marketing
      Search Engine Optimization
      Landing page optimization
      Search Engine Marketing
      Web analytics
      Paid advertising
      Web site linking
      E-mail marketing
      Affiliate marketing
      Social media marketing
      Mobile marketing
      Google maps
    • 45. Web Analytics
      Measurement, collection, analysis and reporting of internet data to understand and optimize web usage
      Off-site analytics can be used even if you do not own or maintain a website
      On-site analytics measure a visitor's journey once on your website
      Google Analytics are used by 50% of the top 100 Internet sites
      http://www.google.com/analytics/
    • 46. Web analytics reporting
    • 47. How do we use Web analytics?
    • 48. Search Engine Optimization (SEO)
      Process for improving the volume or quality of traffic from search engines via "natural“ (or un-paid) search results
      Search engine marketing (SEM) deals with paid advertising / sponsored links
      SEO considers how search engines work and what people search for
      Optimization primarily involves editing content, HTML, associated coding to:
      Increase relevance to specific keywords
      Remove barriers to the indexing activities of search engines
    • 49. How do I improve search rankings?
      Site optimization:
      Place the right keywords in the right places
      Enhance your site’s accessibility by search engines
      Site popularity increased by:
      Online and offline marketing
      Link popularity
      Link popularity:
      The more sites that link to you, the more people will find your site
    • 50. How to increase link popularity
      The best place to start any linking strategy is with Web directories
      The two biggest, by far, are Yahoo! and the Open Directory (used by Google)
      The long-term approach:
      Create first-rate content
      Look for websites, ask them to link to you
      Write articles and press releases
    • 51. How to look up sites for linking
      Go to a search engine and type in words related to what your business does
      Sift through the Web sites in directories such as Yahoo! or the Open Directory:
      Find who's linking to both you and other sites
      Check who's linking to them
      To see a list of the inbound links to a Website go to Google and type
      inlink:http://www.URL.com
      Now that you've found the sites:
      Ask them to link to you
      Offer a link exchange
    • 52. Search Engine Marketing (SEM)
      Search Engine Marketing includes:
      Search Engine Optimization
      Paid advertising
      Maps optimization
      Rich media management
      SEM effectiveness is maximized when your site appears high in each areas at the same time
      Search marketing now extended to include Social Media Marketing
      SEM ’09 spending estimated at $14.7B
    • 53. Paid advertising
      Pay per click (PPC) advertisers pay their host when their ad is clicked
      Websites utilizing PPC ads will display the ad when a keyword query matches an advertiser's keyword list
      Cost per click (CPC) is the amount of money an advertiser pays for a single click that brings one visitor to the site
      The 3 Largest Operators
    • 54. Contextual Advertising
      Contextual advertising systems:
      Scan the text of a website for keywords
      Return advertisements based on what the user is viewing
      Google AdSensewas the first major contextual advertising program
      Others: Yahoo! Publisher Network, Microsoft adCenter, Ad-in-Motion, …
      Has made a major impact on earnings of many websites
      Because the ads are more targeted, they are more likely to be clicked
    • 55. Landing Page Optimization (LPO)
      However they find you, the landing page is the first page your customers see
      If it’s not exactly what they’re looking for, they will leave
      Landing page optimization (LPO) is part of a process called Conversion Rate Optimization (CRO)
      The goal is to improve the percentage of visitors that become sales leads and customers
    • 56. LPO science
      3 major types based on targeting:
      Associative content targeting used for consumer segmentation
      Predictive content targeting to anticipate future actions based on predictive analytics
      Consumer directed targeting based on reviews, ratings, tagging, referrals, etc.
      2 major types based on experimentation:
      Closed-ended experimentation where users are exposed to several variations of landing pages while their behavior is observed
      Open-ended experimentation where the experimentation is ongoing and the landing page is adjusted dynamically
    • 57. Key to great landing pages
      Search engines and other Web sites may point to whatever page they choose
      Every page on your site could therefore be a “lander”
      Key questions:
      What parts of your sites are mission-critical?
      Who is your landing page designed for?
      What is the desired conversion action?
      Web analytics can be used to:
      Find the pages that get the most traffic
      Verify they drive proportional conversions
      Some claim 15-50% increase in profits
    • 58. Some top landing page tactics
      Keep it simple, give it to them quick
      Tell them where they are, put language at the top telling them they’ve landed in the right place
      Don’t get too tricky, don’t try to wow your visitors, leave them in control
      Offer multiple calls to action, make it easy for people to take action when they’re ready
      Experiment with registration forms, ask only for the data you need for your business
      Eye-tracking: make sure your visual cues help visitors advance down your funnel
      Take nothing for granted
    • 59. Affiliate marketing
      A business rewards affiliates for each visitor or customer brought about by the affiliate's marketing efforts
      Example: rewards sites, Office Depot affiliate program
      Affiliate marketing service providers
    • 60. Social media marketing
      Use of online communities, blogs, social networks for marketing, sales, public relations, customer service
      Common social media marketing tools:
      Facebook
      Twitter
      LinkedIn
      YouTube
      Flickr
      Blog.com
      Facebook pages enable businesses to easily establish a brand presence
      Facebook pages can be linked to your Twitter account 
    • 61. E-mail marketing
      Having a Web site and e-mail marketing campaigns account for 80-90% of many retailers’ marketing activities
      E-mail offers excellent returns:
      Inexpensive: compare it to postcards
      Fast: no time spent printing, sorting, etc …
      Accessible: connect whenever you want
      Targeted: messages go straight to those who do business with you.
      Specific: messages tailored for each person
      Trackable: technology counts responses
      Bonding: e-mail creates customer awareness
      Eco-friendly: e-mails don’t deplete forests
    • 62. E-mail marketing not a solo sport
      Not evident that you can spend less money by designing and developing your own e-mail marketing campaigns
      It can be a very technical endeavor
      Also consider legal issues
      E-mail service providers (ESP) provide:
      Improved e-mail deliverability
      Database and list management
      E-mail template design
      E-mail message and content creation
      Tracking and reporting
      Advice and consulting
    • 63. Blog marketing
      A blog is sort of online shared journal
      Marketers can use blogs to:
      Enhance search engine marketing
      Provide direct communications to customers
      Build brands
      Differentiate yourself from your competitors
      Market yourself to various niches
      Create media and public relations campaigns
      Position you as an expert
      WordPress
      Customers
    • 64. Navigating the bloggosphere
      Blogger outreach aims at identification of influencers who reach your customer
      Need to reach bloggers without coming across as heavy-handed, too commercial
      Out of 10 million+ active blogs, about 10,000 with significant traffic
      Use blogger networks such as Federated Media to align with appropriate blogs
      Use blog search engines to crawl the blogosphere to get sense of discussions about specific topics, brands
    • 65. Podcast marketing
      Mobile media solution which gives the ability to connect on-demand
      Customers used to consuming media choices on their own schedules
      Given challenges of generating media coverage in a shrinking news market, business become its own broadcaster
      Podcasts / videos format more engaging than the Web’s static text
      Direct marketing uses:
      Interviews, special promotions
      Highlights / explanation of products / services
      Training, demonstrations
    • 66. Drive business using Google maps
      7.5 million global searches per month
      Mapping technology combined with local business information
      Visit the Google Local Business Center
    • 67. Elements of mobile marketing
      Enable communications and audience engagement in an interactive, relevant manner via mobile devices or networks
      Mobile marketing can be used to enhance all your marketing activities
      Challenges presented by mobile devices:
      Smaller screens
      Mobile phones have no mice or no printers
      Numerous operating systems, networks
      Bandwith may be restricted
      Data connections and messaging cost money
      http://www.mobilecommercedaily.com/

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