Search

Building An Online Marketing Strategy

Loading...

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

0 comments

Post a comment

    Post a comment
    Embed Video
    Edit your comment Cancel

    Notes on slide 1

    2 Favorites

    Building An Online Marketing Strategy - Presentation Transcript

      • This slide show was presented by Peter Kent on May 25 th , 2005, for the Boulder Writer’s Alliance .
      • The presentation is © Copyright Peter Kent. You may review this presentation, and forward to friends and colleagues, but must not use it for presentation purposes or any kind of publication, without the permission of Peter Kent.
      • Peter Kent
      • 720-771-3246
      • [email_address]
      • www.PeterKentConsulting.com
    2. Peter Kent 720-771-3246 [email_address] Building an Online Marketing Strategy May 24 th 2005
    3. Why Have a Web Site?
      • Hand Out a Business Card
      • Sell Offline
      • Customer/Technical Support
      • Provide General Company Information (a you’ve-got-to-have-it Web site)
      • Sell Online
    4. Hand Out a Business Card
      • Prominently Displayed URL …combined with…
      • Simple Web Site w/Contact Information
    5. Sell Offline: W2S = Web to Store
      • 4th Qtr 2004 Survey (ShopLocal.com)
      • 83M People: Research Online, then …
      • Spent $250 online
      • Spent $400 offline
      • Spent an additional $200 on products not researched
      2005 Web2Store Benchmark Survey, The Dieringer Group
      • “ W2S shoppers rely on the Internet nearly twice as much for local purchasing information compared to traditional shopping media , such as newspaper advertisements and inserts; local TV and radio ads; and other media”
    7. “ Off-Channel Shoppers”
      • Most Internet users are “off-channel” shoppers
      • Spend more $ offline after online research, than online
      • Almost half spend extra $ once in the store
      Forrester Research
    8.  
    9. Ways to Sell Online
      • Auctions – Primarily eBay
      • Marketplaces – Amazon, PriceGrabber, Overstock.com, uBid.com, SmartBargains.com
      • Your Own Site
    10. Auctions
      • eBay
      • Yahoo! Auctions
      • Amazon Auctions
      • “ corvette”
        • Amazon: 31 (0 bids)
        • Yahoo: 55 (2 bids)
        • eBay: 20,887 (10,000 – 11,000 bids)
        • 900 cars
    11. eBay
      • 14,000,000 items listed right this moment!
      • 7,000,000 will sell within the next few days
      • 264,000 eBay Stores
      • 1.7Bn listings/year (~50% sell)
      • $44bn sales/year
      • 61m active buyers
    12. 34 Ways to Get People to Your Site
      • Build it and they will come
      • Search Engine Optimization
      • Pay Per Click
      • "Banner" Advertising
      • Trusted Feeds
      • Advertise Through Existing Offline Ads
      • Dedicated Offline Advertising Campaigns
      • Push People to the Site from Your Brick-and-Mortar Store
      • Offline PR
      • **Directory Registration (Including Specialty Directories)
      • **Link Placement
      • *Reciprocal Linking
      • Yellow Pages
      • **Local Directories
      • *Selling on eBay
      • Direct Mail
      • Shopping Directories
      • **Community Marketing
      • **Blogs – Your Own
      • **Blogs – Other People’s
      • * (?) Affiliate Programs
      • Coupon, Discount, & Freebie Sites
      • *E-mail Newsletters – Your Own
      • *E-mail Newsletters – Other People’s
      • E-mail “Bulletins”
      • *“Giveaways” on Other People’s Sites
      • **Content Syndication
      • *Product Syndication (wallpaper, utilities)
      • Browser Toolbars
      • Viral Marketing
      • Specialty Directories (e.g., Knowledgestorm)
      • Offline Promotional Tie-Ins
      • Customer Referrals
      • In-Package Promotions
    17. Push from Brick-and-Mortar
    18. Local Directories
    19. Shopping Directories
    20. Toolbars
    21. Community Marketing
    22. Coupon, Discount, & Freebie Sites
    23. Content Syndication
    24. Viral Marketing
    25. Specialty Directories
    26.  
    27.  
    28. In-Package Promotions
    29. SEO: You’ve Got a Problem
      • Few Web designers understand SEO
      • There’s a lot of misinformation
      • The Search Engine companies encourage misinformation
      • Basic mistakes can ensure your site is not found
    30. Which Search Systems Matter?
      • Google (=AOL, Earthlink, Netscape, Amazon, etc.)
      • Yahoo!
      • MSN
      • Open Directory Project (=Google, AOL, 300+ others)
      • Teoma/AskJeeves (=About.com, Mamma.com, etc.)
      • = 99%+ of all searches
    31. Other Search Engines
      • Only two reasons:
      • Specialty Search Engines
      • Provide Links
    32. Are You in the Google Index?
      • How many pages in a site?: site:bwa.org
      • Particular page?: http://bwa.org/resources/index.htm
    33.  
    34. You Can Hurt SE Visibility
      • Frames
      • Invisible Navigation
      • Dynamic Sites, Generated from Database
      • Session IDs
      • Required Cookies
    35. You Can Help SE Visibility
      • Understand the Keywords
      • Use the Keywords!
      • Simple Pages
      • Text Links
      • Site Maps
      • 404 Pages
    36. Frames
      • SE May not go through frame definition
      • Each page indexed separately
      • Can’t link to particular page
        • Real problem with Froogle, et. al.
    37.  
    38.  
    39.  
    40.  
    41.  
    42.  
    43. Solution . . .
      • Don’t use Frames! …. Or….
      • FRAME DEFINITION
      • Add TITLE
      • Add METAtags
      • Add <NOFRAME> with Indexable Content
      • INTERNAL PAGES
      • Add TITLE
      • Add METAtags
      • Add simple text navigation
      • Use <a href=&quot;index.html&quot; TARGET = &quot;_top&quot;>Home</a> links
    45. iframes
      • Add internal link to help SEs find documents
      • <iframe src=&quot;page.html&quot;><a href=&quot;page.html&quot; target=&quot;_blank&quot;>Click here for more Rodent Racing information if your browser doesn't display content in this internal frame.</a></iframe>
    46. Flash & Images
      • Quick and dirty way to create a Web site
      • Search engines can’t read images
      • Search engines often won’t read Flash
      • If they do, don’t weight text well
    47.  
    48. Invisible Navigation
      • JavaScript scripts
      • JavaScript links ( href=&quot;javascript:void(0)&quot; onclick=&quot; )
      • Java Applets
      • Flash
    49. Finding Invisible Navigation . . .
      • Turn off JavaScript
      • Turn off Java
      • Look in source code
      • Loading Java Applet msg
    50. Solution …
      • Add Text Links … preferably near the top if large pages
    51. Dynamic Web Pages
      • Sites can be totally invisible
    52.  
    53. Look at the URL
      • http://www.cartoys.com/cartoys/category.cfm?&DID=7&TopCat_id=20008&CATID=20105
    54. Search for Page…
      • Google Toolbar i button
      • cache:
      • Type URL
      • site:domainname.com
    55.  
    56.  
    57.  
    58.  
    59.  
    60.  
    61.  
    62. Solution…
      • Create static pages
      • Remove ? / # * % &
      • Reduce parameters to one
      • URL rewriting – mod_rewrite
    63. Session IDs
      • https://www.savingstreet.com/quickRegistrationPopupHome.do;jsessionid =703E3D0DD00EC53B9A088A6D8B5800E0
      • Problems:
      • Won’t Index
      • Wrong Page
    64.  
    65. Solution…
      • Allow searchbots to crawl w/out session IDs
      • Cloaking
      • Cookies
    66. Required Cookies
      • Turn off cookies and try moving around in site
      • Searchbot must be able to receive page w/out accepting cookie!
    67. You Can Help SE Visibility
      • Simple Pages
      • Understand the Keywords
      • Use the Keywords!
      • Text Links
      • Site Maps
      • 404 Pages
    68. Pick the Right Keywords
      • Overture
      • Google
      • Wordtracker
    69.  
    70. You Need Content
      • Real text, not images
      • Content rules
      • Multiple pages, interlinked
    71. Use the Keywords!
      • One or Two Phrases per Page
        • TITLE
        • DESCRIPTION
        • KEYWORDS
        • <H> tags
        • Bold
        • Italic
        • Bullets, etc.
        • Title Case
        • <STRONG>
      • Keyword Prominence
      • Keyword Density
    73. CSS Vs. <H>
      • H1 {
      • font-family: Verdana, Arial, Helvetica, sans-serif;
      • font-size: 16px;
      • font-weight: bold;
      • color: #3D3D3D
      • }
    74. Other places for keywords…
      • ALT text
      • Comments <!-- -->
    75. Internal Links
      • Dense interlinking
      • Site Map
      • 404 with site map
      • Use keywords on links!
      • No click here links
    76.  
    77. Site Structure
      • Keywords in domain names
      • Keywords in filenames
      • Keywords in directory names
      • Flat directory structure
    78. Remember LocalSearch
      • Include zip code, address, on every page
      • Include address info in TITLE & DESCRIPTION
      • Find other reasons to mention city name in content
    79.  
    80.  
    81. Local Search – Register Your Business
      • Register with Yahoo!
      • Register with Google
      • MSN soon?
    82. Entering the Search Engines
      • 1: Submissions (sometimes)
      • 2: Search Engines Find You
      • 3: Paid Inclusion
    83. Registration?
      • Registration often doesn’t work
      • You need Links!
      • “Paid Inclusion”?
      • www.lumbermansexchange.com
      www.LumbermansExchange.com www .Lumbermans Exchange . com
    85. www.orlythematchmaker.com www.OrlyTheMatchmaker.com
      • www.horanandmcconaty.com
      www.HoranAndMcConaty.com www . Horan And McConaty . com
      • www.horanandmcconaty.com
      www . Horan And McConaty . com
      • www.relaxtheback.com
      • www. Relax The Back .com
      • www.mallofamerica.com
      • www. Mall Of America .com
      • www.sanyolcd.com
      • www. Sanyo LCD .com
      • www.sprintpcs.com
      • www. Sprint PCS .com
    89. Peter Kent 720-771-3246 [email_address] www.PeterKentConsulting.com http://PeterKentConsulting.com/slides/

    + brighteyesbrighteyes, 2 years ago

    custom

    2724 views, 2 favs, 1 embeds more stats

    Building An Online Marketing Strategy

    More info about this document

    © All Rights Reserved

    Go to text version

    • Total Views 2724
      • 2722 on SlideShare
      • 2 from embeds
    • Comments 0
    • Favorites 2
    • Downloads 265
    Most viewed embeds
    • 2 views on http://www.brijj.com

    more

    All embeds
    • 2 views on http://www.brijj.com

    less

    Flagged as inappropriate Flag as inappropriate
    Flag as inappropriate

    Select your reason for flagging this presentation as inappropriate. If needed, use the feedback form to let us know more details.

    Cancel
    File a copyright complaint
    Having problems? Go to our helpdesk?

    Categories

    Tags

    -->
    Search
    RSS Feed
    What's new?

    © 2009 SlideShare Inc. All Rights Reserved