Internet Marketing Technology in Plain English Christian Bowman

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The talk Why is technology awesome for business? What stuff can I do automatically? Website Lingo Website Technology Cool stuff you can do with a database “ Are you ready to order now?” Metrics Technology and Your Business

Why is technology awesome for business?

What stuff can I do automatically?

Website Lingo

Website Technology

Cool stuff you can do with a database

“ Are you ready to order now?”

Metrics

Technology and Your Business

Why is technology awesome for business? It can do stuff automatically - Saves you time & money eg. common activity Read the minds of your prospects Cost effective Get a PhD in Awesome overnight Increases your sales

It can do stuff automatically - Saves you time & money eg. common activity

Read the minds of your prospects

Cost effective

Get a PhD in Awesome overnight

Increases your sales

What stuff can I do automatically? Lead generation Business building Client nurturing Database segmentation Audience surveying Content delivery Product/Service fulfillment

Lead generation

Business building

Client nurturing

Database segmentation

Audience surveying

Content delivery

Product/Service fulfillment

Key Website Terms Domain Name Identifies an address on the internet Hosting/Server Physical storage of your website data Website - Pages with content Company Info, Single option landing pages, Blog posts, Shopping Carts, Online Survey, etc…

Domain Name Identifies an address on the internet

Hosting/Server Physical storage of your website data

Website - Pages with content Company Info, Single option landing pages, Blog posts, Shopping Carts, Online Survey, etc…

Website Types Static Content is stored in the page file, data presented all the time changes are typically manual Dynamic Content is stored in a database, data is presented when required CMS - Content Management System Typically a Dynamic Site which allows users to edit their site themselves Blog - Dynamic Site which displays posts according to date - similar to an online diary.

Static Content is stored in the page file, data presented all the time changes are typically manual

Dynamic Content is stored in a database, data is presented when required

CMS - Content Management System Typically a Dynamic Site which allows users to edit their site themselves

Blog - Dynamic Site which displays posts according to date - similar to an online diary.

Multimedia Technology MP3 Files - Compressed sound files Video Streaming - Video playback online Podcasting - Media for download to personal players Camtasia - Video recorder of computer screen Links to software on resource page Getonlinein09.com/blog/resources

MP3 Files - Compressed sound files

Video Streaming - Video playback online

Podcasting - Media for download to personal players

Camtasia - Video recorder of computer screen

Links to software on resource page

Getonlinein09.com/blog/resources

Key Internet Marketing Terms PPC - Pay Per Click SEO - Search Engine Optimisation Keywords - Significant words or phrases in a website’s content eg. “Gold Coast Accommodation”

PPC - Pay Per Click

SEO - Search Engine Optimisation

Keywords - Significant words or phrases in a website’s content eg. “Gold Coast Accommodation”

Getting Domain Names Domain Name Research http://www.bustaname.com , http://www.archive.org Domain Name Registration www.alive.com.au , www. smartyhost .com.au , www. powerpipe .com Pre-Ordering Domain Names www. snapnames .com.au

Domain Name Research http://www.bustaname.com , http://www.archive.org

Domain Name Registration www.alive.com.au , www. smartyhost .com.au , www. powerpipe .com

Pre-Ordering Domain Names www. snapnames .com.au

Cool stuff you can do with a database Keep records of clients & prospects Who bought what, why and when... Create campaigns for a specific group Ability to merge data – eg. Dear ~FirstName~, check this out...

Keep records of clients & prospects

Who bought what, why and when...

Create campaigns for a specific group

Ability to merge data – eg. Dear ~FirstName~, check this out...

Using an Internet Marketing Based Database Have your activities work together Centralise your marketing operations Automate communication sequences Email, Mail, Fax/SMS Automate and Schedule activities Automatically keep track of your user

Have your activities work together

Centralise your marketing operations

Automate communication sequences Email, Mail, Fax/SMS

Automate and Schedule activities

Automatically keep track of your user

Example of Automation Automatic Data Entry: Contact Name Email Source Time/Date Interests Email Capture Web Page Segmentation: Survey Results Email Activity Targeted Content Delivery In less than an hour

Why receive payments online? Save administration time Automatic invoicing Receive payments after hours Automatic price changes Get money in your account faster

Save administration time

Automatic invoicing

Receive payments after hours

Automatic price changes

Get money in your account faster

Payment Mechanism Terms Internet Merchant Facility Ability to receive credit card payments into your BANK Payment Gateway Ability to accept credit card payments on your WEBSITE Shopping Cart Software on your website for customers to make ORDERS for your products & services. Check-out – Order form with your CUSTOMER’S DETAILS and PAYMENT

Internet Merchant Facility Ability to receive credit card payments into your BANK

Payment Gateway Ability to accept credit card payments on your WEBSITE

Shopping Cart Software on your website for customers to make ORDERS for your products & services.

Check-out – Order form with your CUSTOMER’S DETAILS and PAYMENT

Merchant/Gateway Vs PayPal Merchant/Gateway: Pros: Checkout process is quicker and easier Funds arrive quicker, Hosted on your server, Cons: Expensive to setup Tedious application process PayPal: Pros: Free & Easy to setup Cons: Host on PayPal site, Bias towards Paypal members, horrible support – CAN’T CALL

Merchant/Gateway: Pros: Checkout process is quicker and easier Funds arrive quicker, Hosted on your server, Cons: Expensive to setup Tedious application process

PayPal: Pros: Free & Easy to setup Cons: Host on PayPal site, Bias towards Paypal members, horrible support – CAN’T CALL

Merchant/ Gateway

PayPal

Key Advertising Metrics Impressions - How many people SAW your Ad? CTR - Click Through Rate % of people who saw an Ad/link and then CLICKED CPC - Cost Per Click Total money spent divided by the number of clicks CPA – Cost Per Acquisition Average cost per lead based on sales/leads

Impressions - How many people SAW your Ad?

CTR - Click Through Rate % of people who saw an Ad/link and then CLICKED CPC - Cost Per Click Total money spent divided by the number of clicks

CPA – Cost Per Acquisition Average cost per lead based on sales/leads

Key Traffic Metrics Visits How many DIFFERENT people saw your page? How many pages did they view? New or Returning? Traffic Source WHERE did my visitors come from? Search, Keywords, Type-in, Advertising or Other websites? Content Popularity What are my most popular pages?

Visits How many DIFFERENT people saw your page? How many pages did they view? New or Returning?

Traffic Source WHERE did my visitors come from? Search, Keywords, Type-in, Advertising or Other websites?

Content Popularity What are my most popular pages?

Technology and Your Business How is my web site performing now? Which technology do I need right now? Can I make changes to my website before I know what I need to change? Every week you delay could be costing you lots of dollars $$$$

How is my web site performing now?

Which technology do I need right now?

Can I make changes to my website before I know what I need to change?

Every week you delay could be costing you lots of dollars $$$$