Harness the Internet “ Duct Tape Marketing features clever marketing ideas galore and lots of contrarian thinking on what works and what doesn't.” ~ Forbes

The Internet is not a business

What is marketing? Marketing, in economics, that part of the process of production and exchange that is concerned with the flow of goods and services from producer to consumer. In popular usage it is defined as the distribution and sale of goods, distribution being understood in a broader sense than the technical economic one. Copyright © 2003, Columbia University Press.

Getting someone, who has a need, to know , like and trust you.

The system is the solution

Your system doesn’t always have to be pretty . . . it just has to work .

The steps in the marketing system Define your ideal client Create a message of difference Produce marketing materials that educate Harness the Internet Lead generate on multiple fronts Convert leads naturally Live by the calendar

Define your ideal client

Create a message of difference

Produce marketing materials that educate

Harness the Internet

Lead generate on multiple fronts

Convert leads naturally

Live by the calendar

Harness the Internet

Harness the Internet Content rich web site Search engine optimization Newsletter/blog/ podcast Downloadable marketing kit RSS – syndicate and publish Local/social search

Content rich web site

Search engine optimization

Newsletter/blog/ podcast

Downloadable marketing kit

RSS – syndicate and publish

Local/social search

Purpose of a web site Awareness Sales cycle Deeper information Open all night Referral tool Automate marketing Capture leads Reduce ad costs New research shows that 70% of US adults use the Internet as an information source when shopping locally for products and services. ~ Kelsey Group

Awareness

Sales cycle

Deeper information

Open all night

Referral tool

Automate marketing

Capture leads

Reduce ad costs

More uses Deliver a product Create a community Serve subscriptions Up sell and cross sell Answer questions House data Collaborate Manage projects New research shows that 70% of US adults use the Internet as an information source when shopping locally for products and services. ~ Kelsey Group

Deliver a product

Create a community

Serve subscriptions

Up sell and cross sell

Answer questions

House data

Collaborate

Manage projects

Learn web effectiveness Happy Cog - www.happycog.com AListApart - www.alistapart.com Creating Passionate Users - headrush.typepad.com Templates – templateworld.com Compete web site package – homestead.com Design – homestead.com, logoworks.com, websitepros.com, decisiveflow.com

Happy Cog - www.happycog.com

AListApart - www.alistapart.com

Creating Passionate Users - headrush.typepad.com

Templates – templateworld.com

Compete web site package – homestead.com

Design – homestead.com, logoworks.com, websitepros.com, decisiveflow.com

Meet the search engines Google Yahoo MSN AOL Ask Time Warner

Google

Yahoo

MSN

AOL

Ask

Time Warner

Dominate search in 3 steps High quality content that is easy for search engines to find and index Find the search phrases that customers use to locate your business and incorporate them Get important web sites, on your topic, to link to your site using key phases

High quality content that is easy for search engines to find and index

Find the search phrases that customers use to locate your business and incorporate them

Get important web sites, on your topic, to link to your site using key phases

Maximize the keywords Page Title – exact phrase, first, repeat Detroit Car Dealer – Selling Cars for less in Detroit Keyword density H1, H2 tags Anchor text – Find Detroit’s Best Car Deals Give each page a keyword or phrase theme Page URL – bobsauto.com/cheapsaabs.htm

Page Title – exact phrase, first, repeat Detroit Car Dealer – Selling Cars for less in Detroit

Keyword density

H1, H2 tags

Anchor text – Find Detroit’s Best Car Deals

Give each page a keyword or phrase theme

Page URL – bobsauto.com/cheapsaabs.htm

Good links DMOZ, Yahoo Directory Best of the Web, Business.com and Uncover the Net. Wikipedia Squidoo .edu Alumni pages Blog comments Testimonials Free tools Profiles on social media sites – bloglines, flikr, linkedin Article directories

DMOZ, Yahoo Directory Best of the Web, Business.com and Uncover the Net.

Wikipedia

Squidoo

.edu Alumni pages

Blog comments

Testimonials

Free tools

Profiles on social media sites – bloglines, flikr, linkedin

Article directories

Local Steps Local search engines Localeze http://webapp.localeze.com/bizreg/add.aspx InfoUSA http://dbupdate.infousa.com/dbupdate/yahoo1.jsp Local content Address and directions are local content Local title,H1,Local Alt

Local search engines

Localeze http://webapp.localeze.com/bizreg/add.aspx

InfoUSA http://dbupdate.infousa.com/dbupdate/yahoo1.jsp

Local content

Address and directions are local content

Local title,H1,Local Alt

Social search Craig’s List Judy’s Book Insider Pages Local.com

Craig’s List

Judy’s Book

Insider Pages

Local.com

SEO/SEM Tools Planet Ocean – www.SearchEngineNews.com Search Engine Watch – www.searchenginewatch.com SEO Book - http://tools.seobook.com/ Firefox Browser extensions

Planet Ocean – www.SearchEngineNews.com

Search Engine Watch – www.searchenginewatch.com

SEO Book - http://tools.seobook.com/

Firefox Browser extensions

Google Shortcuts Google Shortcut Finds Pages That Have... site:(search only one website) site:ducttapemarketing.com “referrals” link:(find linked pages) link:www.ducttapemarketing.com info: (find info about a page) Info:www.ducttapemarketing.com related: (related pages) related:www.ducttapemarketing.com cache: (view cached page) cache:ducttapemarketing.com filetype:(search for specific filetype) marketing filetype:ppt allintitle: (search keywords in page title) allintitle:public relations inurl:(restrict search to page URLs) inurl:smallbusiness site:.edu (specific domain search) site:.edu, site:.gov, site:.org, etc. site:country code (search to country) site:.au “marketing coach” intext:(search for keyword in body text) intext:blogging allintext: (words specified in body text) allintext:duct tape

Google Shortcut Finds Pages That Have...

site:(search only one website) site:ducttapemarketing.com “referrals”

link:(find linked pages) link:www.ducttapemarketing.com

info: (find info about a page) Info:www.ducttapemarketing.com

related: (related pages) related:www.ducttapemarketing.com

cache: (view cached page) cache:ducttapemarketing.com

filetype:(search for specific filetype) marketing filetype:ppt

allintitle: (search keywords in page title) allintitle:public relations

inurl:(restrict search to page URLs) inurl:smallbusiness

site:.edu (specific domain search) site:.edu, site:.gov, site:.org, etc.

site:country code (search to country) site:.au “marketing coach”

intext:(search for keyword in body text) intext:blogging

allintext: (words specified in body text) allintext:duct tape

Email marketing Automate Online content Stay top of mind Measure

Automate

Online content

Stay top of mind

Measure

What’s a blog? Software to easily publish content to a web site Diary style publication Interactive conversation Syndicatable content for the masses

Software to easily publish content to a web site

Diary style publication

Interactive conversation

Syndicatable content for the masses

Date Title Social Post Comments Trackbacks Social Blogroll Permalink RSS Feed Subscribe

Why blog? Change is good – change is easy Conversations that are transparent Social and viral Easily distributed and republished Search is a verb

Change is good – change is easy

Conversations that are transparent

Social and viral

Easily distributed and republished

Search is a verb

Blogging best practices Read blogs – bloglines.com Marketing strategy Keyword rich content Have a voice - niche Network and link – RSS Top 55 Post often

Read blogs – bloglines.com

Marketing strategy

Keyword rich content

Have a voice - niche

Network and link – RSS Top 55

Post often

Blog software TypePad Movable Type WordPress Expression Engine Square Space

TypePad

Movable Type

WordPress

Expression Engine

Square Space

What’s a podcast? An mp3 file A blog with audio A radio show iTunes for business

An mp3 file

A blog with audio

A radio show

iTunes for business

Why podcast Audio more compelling Become a journalist Voice of a company Cover and event or launch Differentiate Educate

Audio more compelling

Become a journalist

Voice of a company

Cover and event or launch

Differentiate

Educate

Podcast basics Listen to podcasts Content strategy Production Hosting Promotion - iTunes

Listen to podcasts

Content strategy

Production

Hosting

Promotion - iTunes

Podcast resources www.feedburner.com www.podcastingnews.com

www.feedburner.com

www.podcastingnews.com

The blog and pod media Bloggers as journalists Participate - comment Become a resource Prove that you read

Bloggers as journalists

Participate - comment

Become a resource

Prove that you read

Simple RSS Tricks Listen and research Syndicate and republish Personalize content News stream Events calendar

Listen and research

Syndicate and republish

Personalize content

News stream

Events calendar

Some places to visit www.feedburner.com www.bloglines.com www.marketingstudies.net/ www.masternewmedia.org/

www.feedburner.com

www.bloglines.com

www.marketingstudies.net/

www.masternewmedia.org/

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