Harness the Internet “ Duct Tape Marketing features clever marketing ideas galore and    lots of contrarian thinking on wh...
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...
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 <ul><li>Define your ideal client </li></ul><ul><li>Create a message of difference </li...
Harness the  Internet
Harness the  Internet <ul><li>Content rich web site </li></ul><ul><li>Search engine optimization </li></ul><ul><li>Newslet...
Purpose of a web site <ul><li>Awareness </li></ul><ul><li>Sales cycle </li></ul><ul><li>Deeper information </li></ul><ul><...
More uses <ul><li>Deliver a product </li></ul><ul><li>Create a community </li></ul><ul><li>Serve subscriptions </li></ul><...
Learn web effectiveness  <ul><li>Happy Cog - www.happycog.com </li></ul><ul><li>AListApart - www.alistapart.com </li></ul>...
Meet the search engines <ul><li>Google </li></ul><ul><li>Yahoo </li></ul><ul><li>MSN </li></ul><ul><li>AOL </li></ul><ul><...
Dominate search in 3 steps <ul><li>High quality content that is easy for search    engines to find and index </li></ul><ul...
Maximize the keywords <ul><li>Page Title – exact phrase, first, repeat   Detroit Car Dealer – Selling Cars for less in Det...
Good links <ul><li>DMOZ, Yahoo Directory   Best of the Web, Business.com and Uncover the Net.  </li></ul><ul><li>Wikipedia...
Local Steps  <ul><li>Local search engines </li></ul><ul><li>Localeze http://webapp.localeze.com/bizreg/add.aspx </li></ul>...
 
Social search  <ul><li>Craig’s List </li></ul><ul><li>Judy’s Book </li></ul><ul><li>Insider Pages </li></ul><ul><li>Local....
 
SEO/SEM Tools <ul><li>Planet Ocean – www.SearchEngineNews.com </li></ul><ul><li>Search Engine Watch – www.searchenginewatc...
 
Google Shortcuts  <ul><li>Google Shortcut  Finds Pages That Have... </li></ul><ul><li>site:(search only one website)  site...
Email marketing <ul><li>Automate </li></ul><ul><li>Online content </li></ul><ul><li>Stay top of mind </li></ul><ul><li>Mea...
What’s a blog? <ul><li>Software to easily publish content    to a web site </li></ul><ul><li>Diary style publication </li>...
Date Title Social Post Comments Trackbacks Social Blogroll Permalink RSS Feed Subscribe
Why blog? <ul><li>Change is good – change is easy </li></ul><ul><li>Conversations that are transparent </li></ul><ul><li>S...
Blogging best practices <ul><li>Read blogs – bloglines.com </li></ul><ul><li>Marketing strategy </li></ul><ul><li>Keyword ...
Blog software <ul><li>TypePad </li></ul><ul><li>Movable Type </li></ul><ul><li>WordPress </li></ul><ul><li>Expression Engi...
What’s a podcast? <ul><li>An mp3 file </li></ul><ul><li>A blog with audio </li></ul><ul><li>A radio show </li></ul><ul><li...
 
Why podcast <ul><li>Audio more compelling </li></ul><ul><li>Become a journalist </li></ul><ul><li>Voice of a company </li>...
Podcast basics <ul><li>Listen to podcasts </li></ul><ul><li>Content strategy </li></ul><ul><li>Production </li></ul><ul><l...
Podcast resources <ul><li>www.feedburner.com </li></ul><ul><li>www.podcastingnews.com </li></ul>
The blog and pod media <ul><li>Bloggers as journalists </li></ul><ul><li>Participate - comment </li></ul><ul><li>Become a ...
Simple RSS Tricks <ul><li>Listen and research </li></ul><ul><li>Syndicate and republish </li></ul><ul><li>Personalize cont...
 
 
 
 
 
Some places to visit <ul><li>www.feedburner.com </li></ul><ul><li>www.bloglines.com </li></ul><ul><li>www.marketingstudies...
www.DuctTapeMarketing.com   Free Newsletter  Find a Duct Tape Marketing Coach    www.ducttapemarketingcoach.com What’s you...
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John Jantsch's Keynote Presentation at the eMarketing For Entrepreneurs Conference

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John Jantsch's Keynote Presentation at the eMarketing For Entrepreneurs Conference at Corporate College East in Cleveland Ohio on May 4th, 2007

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John Jantsch's Keynote Presentation at the eMarketing For Entrepreneurs Conference

  1. 1. Harness the Internet “ Duct Tape Marketing features clever marketing ideas galore and lots of contrarian thinking on what works and what doesn't.” ~ Forbes
  2. 2. The Internet is not a business
  3. 3. 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.
  4. 4. Getting someone, who has a need, to know , like and trust you.
  5. 5. The system is the solution
  6. 7. Your system doesn’t always have to be pretty . . . it just has to work .
  7. 8. The steps in the marketing system <ul><li>Define your ideal client </li></ul><ul><li>Create a message of difference </li></ul><ul><li>Produce marketing materials that educate </li></ul><ul><li>Harness the Internet </li></ul><ul><li>Lead generate on multiple fronts </li></ul><ul><li>Convert leads naturally </li></ul><ul><li>Live by the calendar </li></ul>
  8. 9. Harness the Internet
  9. 10. Harness the Internet <ul><li>Content rich web site </li></ul><ul><li>Search engine optimization </li></ul><ul><li>Newsletter/blog/ podcast </li></ul><ul><li>Downloadable marketing kit </li></ul><ul><li>RSS – syndicate and publish </li></ul><ul><li>Local/social search </li></ul>
  10. 11. Purpose of a web site <ul><li>Awareness </li></ul><ul><li>Sales cycle </li></ul><ul><li>Deeper information </li></ul><ul><li>Open all night </li></ul><ul><li>Referral tool </li></ul><ul><li>Automate marketing </li></ul><ul><li>Capture leads </li></ul><ul><li>Reduce ad costs </li></ul>New research shows that 70% of US adults use the Internet as an information source when shopping locally for products and services. ~ Kelsey Group
  11. 12. More uses <ul><li>Deliver a product </li></ul><ul><li>Create a community </li></ul><ul><li>Serve subscriptions </li></ul><ul><li>Up sell and cross sell </li></ul><ul><li>Answer questions </li></ul><ul><li>House data </li></ul><ul><li>Collaborate </li></ul><ul><li>Manage projects </li></ul>New research shows that 70% of US adults use the Internet as an information source when shopping locally for products and services. ~ Kelsey Group
  12. 13. Learn web effectiveness <ul><li>Happy Cog - www.happycog.com </li></ul><ul><li>AListApart - www.alistapart.com </li></ul><ul><li>Creating Passionate Users - headrush.typepad.com </li></ul><ul><li>Templates – templateworld.com </li></ul><ul><li>Compete web site package – homestead.com </li></ul><ul><li>Design – homestead.com, logoworks.com, websitepros.com, decisiveflow.com </li></ul>
  13. 14. Meet the search engines <ul><li>Google </li></ul><ul><li>Yahoo </li></ul><ul><li>MSN </li></ul><ul><li>AOL </li></ul><ul><li>Ask </li></ul><ul><li>Time Warner </li></ul>
  14. 15. Dominate search in 3 steps <ul><li>High quality content that is easy for search engines to find and index </li></ul><ul><li>Find the search phrases that customers use to locate your business and incorporate them </li></ul><ul><li>Get important web sites, on your topic, to link to your site using key phases </li></ul>
  15. 16. Maximize the keywords <ul><li>Page Title – exact phrase, first, repeat Detroit Car Dealer – Selling Cars for less in Detroit </li></ul><ul><li>Keyword density </li></ul><ul><li>H1, H2 tags </li></ul><ul><li>Anchor text – Find Detroit’s Best Car Deals </li></ul><ul><li>Give each page a keyword or phrase theme </li></ul><ul><li>Page URL – bobsauto.com/cheapsaabs.htm </li></ul>
  16. 17. Good links <ul><li>DMOZ, Yahoo Directory Best of the Web, Business.com and Uncover the Net. </li></ul><ul><li>Wikipedia </li></ul><ul><li>Squidoo </li></ul><ul><li>.edu Alumni pages </li></ul><ul><li>Blog comments </li></ul><ul><li>Testimonials </li></ul><ul><li>Free tools </li></ul><ul><li>Profiles on social media sites – bloglines, flikr, linkedin </li></ul><ul><li>Article directories </li></ul>
  17. 18. Local Steps <ul><li>Local search engines </li></ul><ul><li>Localeze http://webapp.localeze.com/bizreg/add.aspx </li></ul><ul><li>InfoUSA http://dbupdate.infousa.com/dbupdate/yahoo1.jsp </li></ul><ul><li>Local content </li></ul><ul><li>Address and directions are local content </li></ul><ul><li>Local title,H1,Local Alt </li></ul>
  18. 20. Social search <ul><li>Craig’s List </li></ul><ul><li>Judy’s Book </li></ul><ul><li>Insider Pages </li></ul><ul><li>Local.com </li></ul>
  19. 22. SEO/SEM Tools <ul><li>Planet Ocean – www.SearchEngineNews.com </li></ul><ul><li>Search Engine Watch – www.searchenginewatch.com </li></ul><ul><li>SEO Book - http://tools.seobook.com/ </li></ul><ul><li>Firefox Browser extensions </li></ul>
  20. 24. Google Shortcuts <ul><li>Google Shortcut Finds Pages That Have... </li></ul><ul><li>site:(search only one website) site:ducttapemarketing.com “referrals” </li></ul><ul><li>link:(find linked pages) link:www.ducttapemarketing.com </li></ul><ul><li>info: (find info about a page) Info:www.ducttapemarketing.com </li></ul><ul><li>related: (related pages) related:www.ducttapemarketing.com </li></ul><ul><li>cache: (view cached page) cache:ducttapemarketing.com </li></ul><ul><li>filetype:(search for specific filetype) marketing filetype:ppt </li></ul><ul><li>allintitle: (search keywords in page title) allintitle:public relations </li></ul><ul><li>inurl:(restrict search to page URLs) inurl:smallbusiness </li></ul><ul><li>site:.edu (specific domain search) site:.edu, site:.gov, site:.org, etc. </li></ul><ul><li>site:country code (search to country) site:.au “marketing coach” </li></ul><ul><li>intext:(search for keyword in body text) intext:blogging </li></ul><ul><li>allintext: (words specified in body text) allintext:duct tape </li></ul>
  21. 25. Email marketing <ul><li>Automate </li></ul><ul><li>Online content </li></ul><ul><li>Stay top of mind </li></ul><ul><li>Measure </li></ul>
  22. 26. What’s a blog? <ul><li>Software to easily publish content to a web site </li></ul><ul><li>Diary style publication </li></ul><ul><li>Interactive conversation </li></ul><ul><li>Syndicatable content for the masses </li></ul>
  23. 27. Date Title Social Post Comments Trackbacks Social Blogroll Permalink RSS Feed Subscribe
  24. 28. Why blog? <ul><li>Change is good – change is easy </li></ul><ul><li>Conversations that are transparent </li></ul><ul><li>Social and viral </li></ul><ul><li>Easily distributed and republished </li></ul><ul><li>Search is a verb </li></ul>
  25. 29. Blogging best practices <ul><li>Read blogs – bloglines.com </li></ul><ul><li>Marketing strategy </li></ul><ul><li>Keyword rich content </li></ul><ul><li>Have a voice - niche </li></ul><ul><li>Network and link – RSS Top 55 </li></ul><ul><li>Post often </li></ul>
  26. 30. Blog software <ul><li>TypePad </li></ul><ul><li>Movable Type </li></ul><ul><li>WordPress </li></ul><ul><li>Expression Engine </li></ul><ul><li>Square Space </li></ul>
  27. 31. What’s a podcast? <ul><li>An mp3 file </li></ul><ul><li>A blog with audio </li></ul><ul><li>A radio show </li></ul><ul><li>iTunes for business </li></ul>
  28. 33. Why podcast <ul><li>Audio more compelling </li></ul><ul><li>Become a journalist </li></ul><ul><li>Voice of a company </li></ul><ul><li>Cover and event or launch </li></ul><ul><li>Differentiate </li></ul><ul><li>Educate </li></ul>
  29. 34. Podcast basics <ul><li>Listen to podcasts </li></ul><ul><li>Content strategy </li></ul><ul><li>Production </li></ul><ul><li>Hosting </li></ul><ul><li>Promotion - iTunes </li></ul>
  30. 35. Podcast resources <ul><li>www.feedburner.com </li></ul><ul><li>www.podcastingnews.com </li></ul>
  31. 36. The blog and pod media <ul><li>Bloggers as journalists </li></ul><ul><li>Participate - comment </li></ul><ul><li>Become a resource </li></ul><ul><li>Prove that you read </li></ul>
  32. 37. Simple RSS Tricks <ul><li>Listen and research </li></ul><ul><li>Syndicate and republish </li></ul><ul><li>Personalize content </li></ul><ul><li>News stream </li></ul><ul><li>Events calendar </li></ul>
  33. 43. Some places to visit <ul><li>www.feedburner.com </li></ul><ul><li>www.bloglines.com </li></ul><ul><li>www.marketingstudies.net/ </li></ul><ul><li>www.masternewmedia.org/ </li></ul>
  34. 44. www.DuctTapeMarketing.com Free Newsletter Find a Duct Tape Marketing Coach www.ducttapemarketingcoach.com What’s your 1 thing

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