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Introduction to internet marketing
Introduction to internet marketing
Introduction to internet marketing
Introduction to internet marketing
Introduction to internet marketing
Introduction to internet marketing
Introduction to internet marketing
Introduction to internet marketing
Introduction to internet marketing
Introduction to internet marketing
Introduction to internet marketing
Introduction to internet marketing
Introduction to internet marketing
Introduction to internet marketing
Introduction to internet marketing
Introduction to internet marketing
Introduction to internet marketing
Introduction to internet marketing
Introduction to internet marketing
Introduction to internet marketing
Introduction to internet marketing
Introduction to internet marketing
Introduction to internet marketing
Introduction to internet marketing
Introduction to internet marketing
Introduction to internet marketing
Introduction to internet marketing
Introduction to internet marketing
Introduction to internet marketing
Introduction to internet marketing
Introduction to internet marketing
Introduction to internet marketing
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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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  • 1. Earn $ from the Internet<br />introduction to internet marketing for small businesses and surfers<br />advertising ● seo ● web design ● branding ● ● www.zippieinteractive.com ● 303.586.8070<br />
  • 2. Who Moved My Cheese?<br />Z<br />
  • 3. The heese is in the Intern t<br />Z<br />
  • 4. internet as a marketing channel<br />Kelsey group:<br />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).<br />Investment in newspapers, direct mail, television, radio, print Yellow Pages, out of home (non-digital), cable television and magazines (Billons) <br />Spent on interactive ads<br />From $14B to $32.1B <br />Z<br />advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070<br />4<br />
  • 5. The amount of new technical information is doubling (x2) every 2 years…<br />For a student starting a 4 years technical degree this means that…<br />Half of what they learn in their first year of study will be outdated by the third year of study!!!<br />Years it took to reach a market audience of 50,000,000<br />2009 - 31 BILLION Searches in Google every Month!<br />2006 – only 2.7 Billion<br />How did we surf B.G (before Google)?<br />exponential times<br />First TXT message – December 1992<br />Today we have more then 5 Billion TXT messages a day! (more then Earth population)<br />The number of internet devices <br />1984 1,000.<br />1992 1,000,000.<br />2008 1,000,000,000.<br />Z<br />advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070<br />5<br />
  • 6. strategies for effective internet marketing<br />Questions we may answer in this workshop:<br />How can I have my website show up on Google?<br />Why do people visit my site but don’t buy?<br />What is PPC?<br />How can I use the customer data to boost sales?<br />Z<br />advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070<br />6<br />
  • 7. internet history<br />1960’s - a series of discussions (during the cold war) on an “Inter Galactic Computer Network”.<br />1968 - ARPANET was created (US Department of Defense). The first Computer Network.<br />Internet short for Inter Networking<br />1994 - Tim Barnes-Lee invents the W3C – World Wide Web Consortium<br />The WWW is an open platform for everyone.<br />2009, 17 years after, around 10 million Web Pages added every day!<br />Almost 60 Billion WebPages published!!<br />26% of the world population have access to the internet - 1,733,993,741<br />One of the greatest things about the Internet is that nobody really owns it. <br />Z<br />advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070<br />7<br />
  • 8. How the internet work – video<br />Z<br />advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070<br />8<br />
  • 9. The internet is like a huge playground for businesses. Unlimited potential customers with a clear channel to access them.<br />Infinite potential<br />Z<br />advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070<br />9<br />
  • 10. Marketing - General<br />Marketing ≠ Selling<br />Your Message<br />Why you?<br />Your BRAND.<br />How you pass the message.<br />The way to deliver the message.<br />Your audience.<br />marketing = message + audience + channel<br />MARKETING STRATEGY:<br /><ul><li>Identify and aim to your audience
  • 11. Develop a message that will meet the needs, your uniqueness and the opportunity.
  • 12. Use the right vehicles to carry out the message</li></ul>Z<br />advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070<br />10<br />
  • 13. your website<br />includes<br />Your Brand<br />Your Message<br />Your Offering<br />How to Contact<br />Call to Action<br />structure<br />Content<br />Navigation<br />Z<br />advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070<br />11<br />
  • 14. To inform?<br />To build a community?<br />To gain valuable market research?<br />To reduce support and customer service costs?<br />To reach a broad audience with a message?<br />To find sales leads?<br />To conduct e-commerce?<br />To gain advertising revenue?<br />To brand your company?<br />To build trust?<br />To reduce printing and mailing costs?<br />What is the goal of your website?ONCE WE Know IT WE CAN begin the DESIGN<br />Z<br />advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070<br />12<br />
  • 15. dos&don'ts<br />Good Site<br />Design to fit your visitors<br />Stand out<br />Professional content<br />Pleasing design<br />Information (on each page)<br />Credibility<br />Good feedback<br />Good imagery and media<br />Bad Site<br />Wrong demographics<br />Too technical<br />Headache design<br />Too much DATA<br />Repeats information<br />Contact is not visible<br />Poor performance<br />Inconsistency in design<br />Take control from the user<br />Z<br />advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070<br />13<br />
  • 16. Conversion rate<br />A conversion rate is a measurement which is defined as the percentage of visitors who take or complete a desired action at your website.<br />Can’t find your own site on Google ?<br />CLICK HERE<br />OR CALL NOW: 303-586-8070<br />Z<br />advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070<br />14<br />
  • 17. <ul><li>Navigation – breadcrumbs – let them know were they are
  • 18. Quality images
  • 19. Landing page says clearly who you are and what you do – most visitors will not go beyond it.
  • 20. Effective Call-To-Actions
  • 21. A visitor needs to know what your added value is to him
  • 22. Simple, Clear message
  • 23. Answer questions before they are asked
  • 24. Pages should be labeled
  • 25. Increase visitation experience “see also…” </li></ul>increa$econver$ion<br />Z<br />advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070<br />15<br />
  • 26. attract visitors<br />How do you get more visitors?<br />How will a surfer know about you?<br />How do you get the right demographics?<br />Can you control who will see you?<br />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…<br />Same for the internet world.<br />You will need to invest in marketing to get noticed and to earn$$$<br />Z<br />advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070<br />16<br />
  • 27. Ways to Harvest the Potential<br />TYPICAL CAMPAIGNS<br />Banners <br />Pop-ups<br />Ezine advertising<br />Joint Ventures (online friends)<br />Opt-in Mailing<br />Sales letters<br />Pay For Inclusion <br />USP's (Unique Selling Propositions)<br />Affiliate programs<br />Auto-responders <br />List building<br />Telemarketing <br />Search engines optimizations<br />Pay-Per-Click<br />Content Target Ads<br />Pay-for-Performance<br />Articles/Blogging<br />Viral Marketing<br />A GOOD WEBSITE<br />Z<br />advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070<br />17<br />
  • 28. popular web marketing strategies<br />SEO<br />PPC<br />Banner<br />PFI<br />Optimizing your website for search engines.<br />Meet many valuable parameters that will improve your position on the search engine results pages (SERP)<br />Buy paid positions for keyword searches.<br />or<br />Buy paid ads associated with the content displayed.<br />Traditional ads in popular websites to improve exposure. <br />Can be paid by clicks or ‘impressions’.<br />Pay For Inclusion and piggyback on other’s ads.<br />Let others find ways to generate leads for you.<br />Z<br />advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070<br />18<br />
  • 29. SEO<br />Search Engine Optimization is a group of actions to the process of improving ranking in search engine results – to generate higher ‘Organic’ traffic.<br />Search engines (e.g. Google) may consider as much as 200 parameters for page relevancy to search criteria.<br />Editing the content and the formatting of the website<br />Leveraging of site parameters such as Host plans, Domain Names<br />Relevancy of Branding and External acknowledgment<br />Above-The-Fold<br />AdWords<br />Alexa<br />Analytics<br />Back links<br />Keyword/Keyphrase<br />Keywords Density<br />PR (PageRank)<br />SERP<br />BRAND<br />Spider<br />Z<br />advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070<br />19<br />
  • 30. SEO<br />What is it?<br />Z<br />advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070<br />20<br />
  • 31. What is SEO?<br />Search Keyword<br />Others website in your keyword search criteria<br />Their website is better optimized then your website<br />www.otherwebsite.com/- Cached<br />Others website in your keyword search criteria<br />Their website is better optimized then your website<br />www.otherwebsite.com/- Cached<br />Others website in your keyword search criteria<br />Their website is better optimized then your website<br />www.otherwebsite.com/- Cached<br />Others website in your keyword search criteria<br />Their website is better optimized then your website<br />www.otherwebsite.com/- Cached<br />Others website in your keyword search criteria<br />Their website is better optimized then your website<br />www.otherwebsite.com/- Cached<br />Others website in your keyword search criteria<br />Their website is better optimized then your website<br />www.otherwebsite.com/- Cached<br />X<br />X<br />Can’t find your Website?<br />X<br />X<br />X<br />X<br />Z<br />advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070<br />21<br />
  • 32. What is SEO?<br /><br />Search Keyword<br />Your website came up for the keyword search<br />Your site is Search Engine Optimized<br />www.your website.com/- Cached<br />Others website in your keyword search criteria<br />Their website is better optimized then your website<br />www.otherwebsite.com/- Cached<br />Others website in your keyword search criteria<br />Their website is better optimized then your website<br />www.otherwebsite.com/- Cached<br />Others website in your keyword search criteria<br />Their website is better optimized then your website<br />www.otherwebsite.com/- Cached<br />Others website in your keyword search criteria<br />Their website is better optimized then your website<br />www.otherwebsite.com/- Cached<br />Others website in your keyword search criteria<br />Their website is better optimized then your website<br />www.otherwebsite.com/- Cached<br />This is SEO!<br />Z<br />advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070<br />22<br />
  • 33. Search Results<br />50%of the surfers click on the 1st organic result.<br />Combined 1st, 2nd, 3rd and 4th positions gets 90% of the visitors!<br />Less the 2%will visit the sponsor ads.<br />Z<br />advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070<br />23<br />
  • 34. Optimized Website = an Asset<br />Sponsor Ads 1.5% Clicks<br />1st position 50% Clicks<br />2nd position 20% Clicks<br />‘Organic’ Results<br />Z<br />advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070<br />24<br />
  • 35. How does SEO work?<br />Z<br />advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070<br />25<br />
  • 36. CommonSEO Strategies<br />Write good unique content – update your content regularly<br />Do your keyword research – choose the right keywords<br />Use your keywords wisely – spread them across the page nicely utilizing text and tags (title, description, keywords, h1-3, alt etc)<br />Get other sites linking to yours (e.g. backlinks)<br />Structure your site for SEO – interlinks and sitemap<br />Analyze your site – position yourself vs. the competition<br /> Keep abreast of the latest SEO news – follow development and trends in your industry<br />Avoid black hat techniques (such as keyword stuffing hidden text, and cloaking)<br />Watch out for duplicate content – each page needs to have unique message<br />Z<br />SEO is a guessing game, with search engines changing their ranking algorithms constantly.<br />
  • 37. How long will it take to get me on page #1?<br />Depends on the competition for the keywords and how good you are with SEO. <br />Sometimes 1-2 weeks but sometimes 4-6 months.<br />Even not on page #1 – you we will the increase of traffic if you manage your campaign wisely<br />Z<br />advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070<br />27<br />
  • 38. 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.<br />In this model - impressions are free, this is a truly performance based advertising model, meaning you only pay when someone clicks on your advertisement.<br />PPC<br />1000<br />Impressions<br />15<br />CTR 1.5% (visits)<br />Conversion 15%(actions)<br />3<br />1<br />Sale<br />Keyword Bid<br />Budget<br />CTR<br />CPC<br />CPM<br />Impressions<br />Unique Visitor<br />Quality Score<br />Z<br />advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070<br />28<br />
  • 39. Banner Ads<br />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. <br />It is not simple to find the right website to publish your ad and bring you the exposure and the ROI.<br />Z<br />advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070<br />29<br />
  • 40. Listing your website in a Web Directory, like Google, Yahoo or Verizon's SuperPages. <br />There are some good free open web directories that you can have your website listed.<br />In this model your website is enjoying the higher Page Rank of the web directory and will get better ranked in internet search.<br />Sometimes PFI will be performance based (e.g. Pay Per Lead) or Just for inclusion in the list (e.g. servicemagic or angieslist)<br />PFI<br />Z<br />advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070<br />30<br />
  • 41. 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:<br />Creating viral content and effectively promoting it<br />Developing link baits and successfully getting it popular<br />Social media<br />Z<br />advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070<br />31<br />
  • 42. Targeted comments to blog posts that are directly related to your blog, product, or service. <br />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.<br />Blogging<br />Z<br />advertising ● seo ● web design ● branding ● www.zippieinteractive.com ● 303.586.8070<br />32<br />

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