Internet Marketing: The Big Questions Presented by: Michael Richards Ellen Richards Certified Internet Marketing Consultant Research Analyst

The Big Questions What is Internet Marketing(IM)? How does Internet Marketing(IM) work? Is Internet Marketing(IM) right for me? Internet Marketing (IM) is the process of growing and promoting an organization using online media -Wikipedia

What is Internet Marketing(IM)?

How does Internet Marketing(IM) work?

Is Internet Marketing(IM) right for me?

Internet Marketing (IM) is the process of growing and promoting an organization using online media

-Wikipedia

What is it? IM vs. Traditional Marketing A smaller company can out-market a larger company Size of budget and number of employees is less relevant David can beat Goliath, if he is smart about using the Internet

A smaller company can out-market a larger company

Size of budget and number of employees is less relevant

David can beat Goliath, if he is smart about using the Internet

What is IM? Pull vs. Interruption In Internet Marketing prospects or clients come looking for you (pull) In traditional marketing you must interrupt (t.v. ads, radio, direct mail, etc.) Over ½ of people accessing internet watch less t.v. so they can spend more time online

In Internet Marketing prospects or clients come looking for you (pull)

In traditional marketing you must interrupt (t.v. ads, radio, direct mail, etc.)

Over ½ of people accessing internet watch less t.v. so they can spend more time online

How Does IM Work? Search Engine Optimization (SEO) Improving the volume and quality of traffic to a web site from search engines The earlier a site is presented in the search results the more searchers will visit that site SEO considers how search algorithms work and what people search for.

Improving the volume and quality of traffic to a web site from search engines

The earlier a site is presented in the search results the more searchers will visit that site

SEO considers how search algorithms work and what people search for.

How Does IM Work? Pay per click (PPC) Pay when a user clicks on an ad to visit your website Advertisers bid on keywords their target market will use as search terms A user types a keyword matching the your keyword list your ad is shown

Pay when a user clicks on an ad to visit your website

Advertisers bid on keywords their target market will use as search terms

A user types a keyword matching the your keyword list your ad is shown

How Does IM Work? Email Marketing Sending emails to enhance the relationship with customers, to encourage customer loyalty and repeat business Sending emails with the purpose of acquiring new customers

Sending emails to enhance the relationship with customers, to encourage customer loyalty and repeat business

Sending emails with the purpose of acquiring new customers

How Does IM Work? Link Popularity The internet is a social structure with links being the ties between people/websites The more links you have with people the more popular, interesting, useful, etc you must be! The websites you associate with determine how the search engines see you

The internet is a social structure with links being the ties between people/websites

The more links you have with people the more popular, interesting, useful, etc you must be!

The websites you associate with determine how the search engines see you

How Does IM Work? Social Media Optimization (SMO) Generating publicity through social media, online communities and community websites One example is Viral Marketing Uses images, Flash animations, audio/video clips etc., passed from user to user chain letter-style, via email The Subservient Chicken is an advertising program created to promote Burger King’s Tender Crisp chicken sandwich

Generating publicity through social media, online communities and community websites

One example is Viral Marketing

Uses images, Flash animations, audio/video clips etc., passed from user to user chain letter-style, via email

Is IM right for me? Five Key Factors There are five key factors that determine if IM is right for you The more factors that are in alignment the more success You MUST have alignment with at least two factors

There are five key factors that determine if IM is right for you

The more factors that are in alignment the more success

You MUST have alignment with at least two factors

Is IM right for me? Factor 1: Focused on Growth Companies that are focused on growth typically find IM an excellent outlet This is true for both new and established companies

Companies that are focused on growth typically find IM an excellent outlet

This is true for both new and established companies

Is IM right for me? Factor 2: Focused on Sales For IM to be successful companies must be focused on sales IM primary focus is attracting new customers and selling existing customers Companies must be prepared to handle an influx of business

For IM to be successful companies must be focused on sales

IM primary focus is attracting new customers and selling existing customers

Companies must be prepared to handle an influx of business

Is IM right for me? Factor 3: Long Term Vision Some components of IM take time to develop such as SEO If this is not understood from the beginning frustration will occur Companies that succeed Commit

Some components of IM take time to develop such as SEO

If this is not understood from the beginning frustration will occur

Companies that succeed Commit

Is IM right for me? Factor 4: Right Market IM only works if there are prospect’s looking for you The more prospects there are the more success you will have

IM only works if there are prospect’s looking for you

The more prospects there are the more success you will have

Is IM right for me? Factor 5: Right Product IM works if you have either: Customer retention is a priority A product that can be sold on the web Customers need to find you to buy a product

IM works if you have either:

Customer retention is a priority

A product that can be sold on the web

Customers need to find you to buy a product

Is IM right for me? Focused on Growth Focused on Sales Long Term Vision Right Market Right Product

Focused on Growth

Focused on Sales

Long Term Vision

Right Market

Right Product

Research Findings Presented to: Steamatic Dallas

Thousands of Prospects are Looking for your Products

Thousands of Prospects are Looking for your Products

Thousands of Prospects are Looking for your Products

Steamatic Dallas Cannot Be Found

Internet Marketing System Designed for: Your Client.inc

Project Based Website vs. IMS Internet Marketing System Continuous process designed to maximize results Web solution is an asset with consistent income Utilizes variety of powerful marketing tools Project Based Website 1- 6 months then you are on your own Website becomes an expense Does little if any marketing

Internet Marketing System

Continuous process designed to maximize results

Web solution is an asset with consistent income

Utilizes variety of powerful marketing tools

Project Based Website

1- 6 months then you are on your own

Website becomes an expense

Does little if any marketing

Why does STEUBY Manufacturing need an IMS? 91% of buyers go to a Web site before calling If they don't find what they need, 80% choose another supplier

91% of buyers go to a Web site before calling

If they don't find what they need, 80% choose another supplier

Step 1: Strategic Plan – Target Market Profile Determine what potential customers really want Utilize in-depth market research Develop complete demographic and psychographic profile

Determine what potential customers really want

Utilize in-depth market research

Develop complete demographic and psychographic profile

Step 1: Strategic Plan – Competitive Assessment Competitor multiple site visit analysis Examine competitors strengths and their marketing approaches Uncover weaknesses that can be exploited

Competitor multiple site visit analysis

Examine competitors strengths and their marketing approaches

Uncover weaknesses that can be exploited

Step 2: Marketing - Paid Search Marketing Start generating sales or leads instantly Pre-qualify your customers before they ever land on your site Flexible budget size based on how much you want to invest

Start generating sales or leads instantly

Pre-qualify your customers before they ever land on your site

Flexible budget size based on how much you want to invest

Step 2: Marketing - Search Engine Optimization Prospects type in key words in search engines (Google, Yahoo, MSN) Search engines search database of scanned sites to match correct site Google reported in November 2004 that it has over 8 billion web pages

Prospects type in key words in search engines (Google, Yahoo, MSN)

Search engines search database of scanned sites to match correct site

Google reported in November 2004 that it has over 8 billion web pages

Step 2: Marketing - Email Marketing Direct mail costs 200% more than Email Marketing Source: www.emarketer.com Stay in regular contact with your prospects Unmatched prospect targeting

Direct mail costs 200% more than Email Marketing Source: www.emarketer.com

Stay in regular contact with your prospects

Unmatched prospect targeting

Step 3:Acquisition - WSI Live Chat Qualifies your web visitors and pushes marketing content to them Produces leads by engaging visitors in a conversation Acts as YOUR employee

Qualifies your web visitors and pushes marketing content to them

Produces leads by engaging visitors in a conversation

Acts as YOUR employee

Step 4: Retention – Knowledge Database Imagine a warehouse of information available 24/7 Reduces need for customer service Answers questions immediately

Imagine a warehouse of information available 24/7

Reduces need for customer service

Answers questions immediately

Step 4: Retention – Newsletters Allows you to maintain good relationships with your existing clients Ensures that clients visit your website frequently Send out product releases, articles, information, and special reports

Allows you to maintain good relationships with your existing clients

Ensures that clients visit your website frequently

Send out product releases, articles, information, and special reports

Component 5: Tracking Web Metrics & Analytics Success comes from trying, testing and measuring This allows us to determine what is working and what is not WSI is proactive in sharing these analytic reports with you

Success comes from trying, testing and measuring

This allows us to determine what is working and what is not

WSI is proactive in sharing these analytic reports with you

Why WSI? WSI currently has over 1500 offices in 87 countries We have helped thousands of companies Our systems are proven to get results

WSI currently has over 1500 offices in 87 countries

We have helped thousands of companies

Our systems are proven to get results