• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Introduction to internet marketing
 

Introduction to internet marketing

on

  • 1,528 views

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 $.

Statistics

Views

Total Views
1,528
Views on SlideShare
1,474
Embed Views
54

Actions

Likes
2
Downloads
0
Comments
0

3 Embeds 54

http://pelegf.com 51
http://www.slideshare.net 2
http://www.yatedo.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    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
    • 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
    • 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      Half of what they learn in their first year of study will be outdated by the third year of study!!!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
      32