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Introduction to internet marketing

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Advertise in the internet or Yellow pages? A dilemma every small business has when needed to spent his $.

Advertise in the internet or Yellow pages? A dilemma every small business has when needed to spent his $.

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Introduction to internet marketing Introduction to internet marketing Presentation Transcript

  • Earn $ from the Internet
    introduction to internet marketing for small businesses and surfers
    advertising ● seo ● web design ● branding ● ● www.zippieinteractive.com ● 303.586.8070
  • Who Moved My Cheese?
    Z
  • The heese is in the Intern t
    Z
    View slide
  • internet as a marketing channel
    Kelsey group:
    The struggling economy may force companies to reduce investments in local advertising through 2013, but more ad dollars will go toward digital rather than traditional media, according to the U.S. Local Media Annual Forecast (2008-2013).
    Investment in newspapers, direct mail, television, radio, print Yellow Pages, out of home (non-digital), cable television and magazines (Billons)
    Spent on interactive ads
    From $14B to $32.1B
    Z
    advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070
    4
    View slide
  • The amount of new technical information is doubling (x2) every 2 years…
    For a student starting a 4 years technical degree this means that…
    Half of what they learn in their first year of study will be outdated by the third year of study!!!
    Years it took to reach a market audience of 50,000,000
    2009 - 31 BILLION Searches in Google every Month!
    2006 – only 2.7 Billion
    How did we surf B.G (before Google)?
    exponential times
    First TXT message – December 1992
    Today we have more then 5 Billion TXT messages a day! (more then Earth population)
    The number of internet devices
    1984 1,000.
    1992 1,000,000.
    2008 1,000,000,000.
    Z
    advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070
    5
  • strategies for effective internet marketing
    Questions we may answer in this workshop:
    How can I have my website show up on Google?
    Why do people visit my site but don’t buy?
    What is PPC?
    How can I use the customer data to boost sales?
    Z
    advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070
    6
  • internet history
    1960’s - a series of discussions (during the cold war) on an “Inter Galactic Computer Network”.
    1968 - ARPANET was created (US Department of Defense). The first Computer Network.
    Internet short for Inter Networking
    1994 - Tim Barnes-Lee invents the W3C – World Wide Web Consortium
    The WWW is an open platform for everyone.
    2009, 17 years after, around 10 million Web Pages added every day!
    Almost 60 Billion WebPages published!!
    26% of the world population have access to the internet - 1,733,993,741
    One of the greatest things about the Internet is that nobody really owns it.
    Z
    advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070
    7
  • How the internet work – video
    Z
    advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070
    8
  • The internet is like a huge playground for businesses. Unlimited potential customers with a clear channel to access them.
    Infinite potential
    Z
    advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070
    9
  • Marketing - General
    Marketing ≠ Selling
    Your Message
    Why you?
    Your BRAND.
    How you pass the message.
    The way to deliver the message.
    Your audience.
    marketing = message + audience + channel
    MARKETING STRATEGY:
    • Identify and aim to your audience
    • Develop a message that will meet the needs, your uniqueness and the opportunity.
    • Use the right vehicles to carry out the message
    Z
    advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070
    10
  • your website
    includes
    Your Brand
    Your Message
    Your Offering
    How to Contact
    Call to Action
    structure
    Content
    Navigation
    Z
    advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070
    11
  • To inform?
    To build a community?
    To gain valuable market research?
    To reduce support and customer service costs?
    To reach a broad audience with a message?
    To find sales leads?
    To conduct e-commerce?
    To gain advertising revenue?
    To brand your company?
    To build trust?
    To reduce printing and mailing costs?
    What is the goal of your website?ONCE WE Know IT WE CAN begin the DESIGN
    Z
    advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070
    12
  • dos&don'ts
    Good Site
    Design to fit your visitors
    Stand out
    Professional content
    Pleasing design
    Information (on each page)
    Credibility
    Good feedback
    Good imagery and media
    Bad Site
    Wrong demographics
    Too technical
    Headache design
    Too much DATA
    Repeats information
    Contact is not visible
    Poor performance
    Inconsistency in design
    Take control from the user
    Z
    advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070
    13
  • Conversion rate
    A conversion rate is a measurement which is defined as the percentage of visitors who take or complete a desired action at your website.
    Can’t find your own site on Google ?
    CLICK HERE
    OR CALL NOW: 303-586-8070
    Z
    advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070
    14
    • Navigation – breadcrumbs – let them know were they are
    • Quality images
    • Landing page says clearly who you are and what you do – most visitors will not go beyond it.
    • Effective Call-To-Actions
    • A visitor needs to know what your added value is to him
    • Simple, Clear message
    • Answer questions before they are asked
    • Pages should be labeled
    • Increase visitation experience “see also…”
    increa$econver$ion
    Z
    advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070
    15
  • attract visitors
    How do you get more visitors?
    How will a surfer know about you?
    How do you get the right demographics?
    Can you control who will see you?
    When you buy a new phone – does it ring immediately? Of course not! You need to list the phone number, buy advertisement, give flyers, run campaigns, etc…
    Same for the internet world.
    You will need to invest in marketing to get noticed and to earn$$$
    Z
    advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070
    16
  • Ways to Harvest the Potential
    TYPICAL CAMPAIGNS
    Banners 
    Pop-ups
    Ezine advertising
    Joint Ventures (online friends)
    Opt-in Mailing
    Sales letters
    Pay For Inclusion 
    USP's (Unique Selling Propositions)
    Affiliate programs
    Auto-responders 
    List building
    Telemarketing 
    Search engines optimizations
    Pay-Per-Click
    Content Target Ads
    Pay-for-Performance
    Articles/Blogging
    Viral Marketing
    A GOOD WEBSITE
    Z
    advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070
    17
  • popular web marketing strategies
    SEO
    PPC
    Banner
    PFI
    Optimizing your website for search engines.
    Meet many valuable parameters that will improve your position on the search engine results pages (SERP)
    Buy paid positions for keyword searches.
    or
    Buy paid ads associated with the content displayed.
    Traditional ads in popular websites to improve exposure.
    Can be paid by clicks or ‘impressions’.
    Pay For Inclusion and piggyback on other’s ads.
    Let others find ways to generate leads for you.
    Z
    advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070
    18
  • SEO
    Search Engine Optimization is a group of actions to the process of improving ranking in search engine results – to generate higher ‘Organic’ traffic.
    Search engines (e.g. Google) may consider as much as 200 parameters for page relevancy to search criteria.
    Editing the content and the formatting of the website
    Leveraging of site parameters such as Host plans, Domain Names
    Relevancy of Branding and External acknowledgment
    Above-The-Fold
    AdWords
    Alexa
    Analytics
    Back links
    Keyword/Keyphrase
    Keywords Density
    PR (PageRank)
    SERP
    BRAND
    Spider
    Z
    advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070
    19
  • SEO
    What is it?
    Z
    advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070
    20
  • What is SEO?
    Search Keyword
    Others website in your keyword search criteria
    Their website is better optimized then your website
    www.otherwebsite.com/- Cached
    Others website in your keyword search criteria
    Their website is better optimized then your website
    www.otherwebsite.com/- Cached
    Others website in your keyword search criteria
    Their website is better optimized then your website
    www.otherwebsite.com/- Cached
    Others website in your keyword search criteria
    Their website is better optimized then your website
    www.otherwebsite.com/- Cached
    Others website in your keyword search criteria
    Their website is better optimized then your website
    www.otherwebsite.com/- Cached
    Others website in your keyword search criteria
    Their website is better optimized then your website
    www.otherwebsite.com/- Cached
    X
    X
    Can’t find your Website?
    X
    X
    X
    X
    Z
    advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070
    21
  • What is SEO?

    Search Keyword
    Your website came up for the keyword search
    Your site is Search Engine Optimized
    www.your website.com/- Cached
    Others website in your keyword search criteria
    Their website is better optimized then your website
    www.otherwebsite.com/- Cached
    Others website in your keyword search criteria
    Their website is better optimized then your website
    www.otherwebsite.com/- Cached
    Others website in your keyword search criteria
    Their website is better optimized then your website
    www.otherwebsite.com/- Cached
    Others website in your keyword search criteria
    Their website is better optimized then your website
    www.otherwebsite.com/- Cached
    Others website in your keyword search criteria
    Their website is better optimized then your website
    www.otherwebsite.com/- Cached
    This is SEO!
    Z
    advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070
    22
  • Search Results
    50%of the surfers click on the 1st organic result.
    Combined 1st, 2nd, 3rd and 4th positions gets 90% of the visitors!
    Less the 2%will visit the sponsor ads.
    Z
    advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070
    23
  • Optimized Website = an Asset
    Sponsor Ads 1.5% Clicks
    1st position 50% Clicks
    2nd position 20% Clicks
    ‘Organic’ Results
    Z
    advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070
    24
  • How does SEO work?
    Z
    advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070
    25
  • CommonSEO Strategies
    Write good unique content – update your content regularly
    Do your keyword research – choose the right keywords
    Use your keywords wisely – spread them across the page nicely utilizing text and tags (title, description, keywords, h1-3, alt etc)
    Get other sites linking to yours (e.g. backlinks)
    Structure your site for SEO – interlinks and sitemap
    Analyze your site – position yourself vs. the competition
    Keep abreast of the latest SEO news – follow development and trends in your industry
    Avoid black hat techniques (such as keyword stuffing hidden text, and cloaking)
    Watch out for duplicate content – each page needs to have unique message
    Z
    SEO is a guessing game, with search engines changing their ranking algorithms constantly.
  • How long will it take to get me on page #1?
    Depends on the competition for the keywords and how good you are with SEO.
    Sometimes 1-2 weeks but sometimes 4-6 months.
    Even not on page #1 – you we will the increase of traffic if you manage your campaign wisely
    Z
    advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070
    27
  • Some businesses don’t have the time to wait for an organic marketing campaign to work. Pay-Per-Click guarantees placement on search engines such as Google, Yahoo or Bing.
    In this model - impressions are free, this is a truly performance based advertising model, meaning you only pay when someone clicks on your advertisement.
    PPC
    1000
    Impressions
    15
    CTR 1.5% (visits)
    Conversion 15%(actions)
    3
    1
    Sale
    Keyword Bid
    Budget
    CTR
    CPC
    CPM
    Impressions
    Unique Visitor
    Quality Score
    Z
    advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070
    28
  • Banner Ads
    Banners advertising is the traditional way to advertise your business over the internet. There are millions existing websites in which you can advertise your products and services.
    It is not simple to find the right website to publish your ad and bring you the exposure and the ROI.
    Z
    advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070
    29
  • Listing your website in a Web Directory, like Google, Yahoo or Verizon's SuperPages.
    There are some good free open web directories that you can have your website listed.
    In this model your website is enjoying the higher Page Rank of the web directory and will get better ranked in internet search.
    Sometimes PFI will be performance based (e.g. Pay Per Lead) or Just for inclusion in the list (e.g. servicemagic or angieslist)
    PFI
    Z
    advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070
    30
  • Social media marketing is the process of promoting your site or business through social media channels and it is a powerful strategy that will get you links, attention and massive amounts of traffic. Example of campaign types:
    Creating viral content and effectively promoting it
    Developing link baits and successfully getting it popular
    Social media
    Z
    advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070
    31
  • Targeted comments to blog posts that are directly related to your blog, product, or service.
    If you do leave a well written, clear and concise comment with your URL and contact information, along with the information you are trying to virally spread - chances are good that other visitors to the blog will visit your site and the blog owner may send you a personal reply.
    Blogging
    Z
    advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070
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