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Review competitor’s websites                                                         Analyze their products               ...
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26 stage internet_marketing_plan_framework

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Transcript of "26 stage internet_marketing_plan_framework"

  1. 1. Review competitor’s websites Analyze their products and services Competitor benchmarking Measure their online popularity Visit Compete to anayze your competitors Domain squatting Brand protection Social network ID squatting Differentiation compared with competitors Business positioning Untapped opportunities / niche markets Ultimate goal for each website visitor Business purpose Stage #1: Market Research & Do you want to sell from the Business Strategy website or capture prospective customer data? Design your site according to your target market Target market Try to carry out some customer research before finalizing your site design Can new visitors quickly find what they want? Brand identityUse Ning to build a membership site What software can you integrate with your website to help to automate your Use iDeas your affiliate software business model? Business infrastructure Design Affiliate banners Ensure host can handle traffic Use S3Flowshield to protect your members-only content Long-term, competitive Easy to install and keyword phrases Selecting a blog host (Ning) manage your blog Home page keywords Idealistic, not essential Reliable, fast and can objective handle all of your needs Medium term objective Select a great theme Select a structure with content being sought by users Blog design & structure Category page keywords Helps search engines Think of both users and determine site content search engines relevance Can you accomplish your desired Short term objective Long-tail keywords strategy with existing software 3rd party software add-ons add-ons? High conversion rate keywords Stage #7: Blogging Blog directory submissions Automated blog marketing Keywords your competitors are missing Tagging and pinging Low competition keywords Just 3 visitors per day = Posting frequency and tone over 1000 visitors per Content writing strategy year Post content options Stage #2: Keyword Research Piggybacking on existing Outsourced or in-house? research Competitor keyword analysis Reactive to content on Take advantage of other blogs competitor brand searches Publishing strategy Original authority Related phrases that don’t contain the same Search engine or reader words Semantic keywords or combined focus Help search engines Automated content determine the relevance of delivery to where your pages How RSS works readers want it Ensure the consistency of Subscription options your rankings Keyword ranking tracking Check the ranking of Subscriber in control your competitors Automation of content Benefits of RSS deliver to where your Use Market Samurai or similar tool to readers want it research the competition, identify and track keywords Keyword research software No content delivery costs Speed Stage #8: RSS Subscribers just receive Offering multiple RSS feeds relevant content Reliability Reliable hosting ( amazon) Use a service like Feedburner Bandwidth to be aware of subscriber Obtaining RSS subscriber stats numbers Physical location Marketing your feeds Build links to your feeds Easy to use and update Effective content management system (DNN) Bookmark your feeds Integrates well with other aspects of your website Submit your RSS feeds RSS feed directories Industry leading RSS feed directories Quality design update with your latest Appropriate coloring etc posts Ensure design specs meet corporate branding Research what your Facebook page strategy competitors are doing For search engines Stage #3: Site Structure Optimized design architecture Think of why people would For users want to ‘Like’ your page Select correct CMS theme that will Corporate / Informal – Phase #1: WEBSITE whatever your tone, be Can you update / improve Social media brand voice consistent your website easily? Technical support STRUCTURE Corporate speak on Twitter Evaluate who will be providing support for web Personal tweeting style doesn’t tend to work Title Much more likely to attract On-site search engine Hijacking topics in the media readers Header optimization Content Make your content so good that Stage #9: Twitter, LinkedIn & people what to share it with their Facebook friends Linking Encouraging social spreading Make your content easy Pages not being crawled SEO error diagnosis for people to share Pages not being indexed Social proof – show that other people are already sharing your Remove your reliance on content 3rd party traffic referrers Grow your own opt-in list Replicate traditional Own your own list, unlike Online networking face-to-face networking with Facebook page ‘Likes’ etc LinkedIn can be particularly good for this Double opt-in? Carefully select email marketing software Manage your social media Mail Chimp Social media management interaction efficiently Setup Framework and Plan on shifting of system Use multiple network access tools Focus on maximizing conversion rates Offer a great reason to opt-in Automate your blog post Blog directory submission distribution Train team on conversion opt-in strategies Automate your content Different opt-in incentives RSS Feed directory submission publishing on other sites Popup Domination is a great tool for improving opt-in rates Split-test opt-in methods Stage #4: Data Capture Build more links back to http://www.popupdomination.com/live/ Pop-up windows & Marketing Funnel your site ‘Squeeze’ pages Help search engines and users to Stage #10: Social Media Syndication discover all of your online profiles and Be consistent with your Phase #2: GET SOCIAL & Social media profile interlocking link them together emailing frequency TURN ON THE TAP! Help people to find your Be consistent with your Build a relationship with your list Twitter directories Twitter profile tone and message Find other people you Survey email list with Survey Gizmo to might want to network with improve trust and get new product ideas http://www.surveygizmo.com/ Create positive, accurate profiles about you that people will see when they search Integrate with existing People directories for your name in Google CRM systems business systems Sales sequences (ERP) Interact where your Pick up relevant potential customers are conversations as soon as they Recommend existing interacting are started Upsell and cross-sell to products an services maximise revenue Build a trusted user ID on Consider partnering with forums 3rd parties Don’t let negative or untrue web Brainstorm other options pages appear in the first page of and test them Control the first page of search engines for searches of Dont prejudge what will search engine results your brand convert best Pick different headings, colors and call to actions Improve your social Brand mention media management Develop A/b Testing scenarios Stage #11: Reputation management tools efficiency Management Test one page or advert Decrease the likelihood of against the other A/B split tests missing out on brand mentions Test elements from Be aware of the thin line when within on page or advert Multivariable tests Stage #5: Conversion Rates What to automate - what automated posting becomes not to automate spamming See where visitors spend most of their time while on your site Use Google Alerts and other social Heatmaps media alert tools to get brand mentions Clicktale will help us to keep visitors emailed to you as soon as they appear engaged in page content Brand email alterts in blogs and forums http://www.clicktale.com Be strategic and reactive to more See what links are most popular Reputation management effectively managing your online Clickpaths and click tracking strategy reputation See what paths visitors take prior to making a purchase Not self-promotion – Press release format informative and relevant Countries Your angle / reaction to Augment current stories Where your visitors come from other topical news stories in the press Regions Cities Don’t include superfluous Short and punchy content Links Which sources referred most Include a reason for people to Search engines visitors visit your website for more Formatting your call to action information Keywords Include an http version of Social our domain What pages they land on Stage #12: Press Releases How to structure your release What do our visitors do while Where & how to submit on our site Stage #6: Visitor Tracking What day and time to Which links they navigate through submit your release on What pages they exit on Whether or not you should Outsources writing & be writing your own press How long they spend on submission services releases each page What content do our visitors view Release through E Releaseshttp://www.ereleases.com/submit.html Which pages they view Release through PR Web http://service.prweb.com Can we forge better links with those top referring Which sources refer the best Where your release is resources? converting visitors being published Publication tracking Can we increase the How to measure the success of volume of traffic from those different press release distribution resources? services Start with long-tail buyers keyword phrases to relevant Drive instant, relevant traffic pages No lengthy time period before appearing on the first page of Google Immediate impact search results The biggest source of Google AdWords PPC traffic Steal target keywords and ad-copy ideas from your Competitor PPC research competitors Always try to improve your ad conversion rates Stage #13: Pay Per Click PPC split testing You might be able to afford to pay a little more for a lot more traffic Significantly improve your ‘stickability’ and conversion Landing page relevance rates Reduces your PPC ad cost by increasing your quality Quality score score Start by targeting very specific products and Niche targeting services The easiest way to lose money on PPC is to drive traffic from broad industry terms to your home page 26-Stage Internet Marketing FRAMEWORK Planning your content ahead of time Don’t feel you have to do everything by yourself Outsourcing / Ghost writing When you publish content on some article reprint sites it doesn’t matter that it doesn’t have the same tone of voice as your website – the most important thing is that it’s done Once you design an e-book template you can outsource the writing – an then have enough content to use on article reprint sites for a year eBook structure Week #21: E-Books & Viral PDFs Sites like Scribd are the document sharing versions of YouTube Online document sharing sites You need to make your content good enough for Google trusts links from people to want to share it with their friends, and popular, old domains Trusted links then seed different sites which will make this more likely Viral PDF distribution Google actually recommends you get links in certain directories Position your viral PDF as the start of your marketing funnel – ensure people take the next step after reading your Directory links should be built with PDF Call to action both search engines and visitors in Stage #14: Major Directories Traffic & SEO mind Link bait is content that you publish on Make sure you determine the potential site which is so good that it naturally value of getting listed in a directory encourages lots and lots of links Link bait Analysing directory value before you try to get your site listed There are certain styles of posts and post content which are more likely to encourage If were going to get someone else to do your links – these are covered in the Blueprint directory submissions for you make sure they know what they’re doing! The Directory Outsources directory Maximizer submission service is a good deal These are sites which search engines submission services http://www.directorymaximizer.com/ love because they contain lots of lengthy, unique content Online authority content sites Finding niche industry directories Start by publishing good quality, unique articles with links back to your Don’t submit our site on HubPages and Squidoo Reviewing niche directory to low value, irrelevant Week #22: Content Hubs & relevance directories These can try to target micro keyword Feeder Sites niches and increase your search engine Building your own niche Be consistent with our footprint content feeder sites submissions Submission strategy When you establish your niche feeder sites it’s Stage #15: Niche Don’t submit to all important to carefully select your hosts – if you host Directories & Review Sites directories at the same everything on the same server and link between sites Hosting & site structure time you might get into trouble with search engines strategies Build personal relationships Although important, feeder sites shouldn’t take Niche review site relationships with review site owners up too much of your time – make sure you have an outsourced content writing and posting Where & how to produce Offer unique review strategy feeder site content content for each site Apart from SEO, your main purpose of your feeder Having an affiliate offer will make it sites is to drive people into the initial stages of your much more likely for comparison sites internet marketing funnel. Make sure you have a Affiliate offer and review sites to feature you good call-to-action Squeeze strategy Research & determine o In exchange for content, article reprint Regional directories value & relevance sites are willing to let you include an author bio with links back to your site Article reprint sites Free marketing on Google Maps, especially relevant for mobile web o There are hundreds of decent article Google Places & Google Maps browsing directories, and it would take you ages to submit to each site manually Not as common as Google Article submission software Maps, but definitely still o Article submission software will automate this Yahoo Local worthwhile process but if you’re going to be using automated Stage #16: Location submission software, make sure you use the right Specific Marketing Again be consistent with your software submissions and don’t submit to all Submission strategy directories at the same time As covered in week #21, it’s important to plan your content ahead of time Very much at the early adoptor stage at Content production strategies the moment but depending on your Once you get use to it, it’ll become business may be very important to know second nature – and extremely Local social networking about worthwhile All down to relevant – if you can market to your There are thousands of niche market at a time when they may consider your experienced, great value content products and services this could be extremely writers out there Outsourced content writing Week #23: Article Marketing Mobile marketing worthwhile It’s just a matter of finding them of sites like Elance and Odesk and setting Determine which competitors you them a small initial test project need to keep an eye on over Competitor research time Spinning articles is a method of producing lots of different articles from Establish the keyword the one seed article phrases your competitors are Competitor back link analysis ranking for To spin or not to spin? As long as if some caution is used and humans are involved in the production of the spun alternatives Benchmark your website performance then this can be a valuable method of producing against your competitors’ website unique content for low-to-medium value article reprint performance sites Research tools Select which software to use and how to use it At the end of each article, most article directories will give the option of including a little bit of Stage #17: Competitor Backlinks Ensure that we’re tracking information about yourself – and a link back to your Research strategy the right keyword phrases site Author bio link strategy Determine the relevant keyword Another great reason to use submission software is phrases that attract the most traffic and some submission software allows you to rotate your Back link value ranking convert the best author bios, meaning that you can include different keyword rich links on different articles Weigh this up against ease of ranking Take time to learn how to use the software, there’s a small learning curve, How to give yourself the but it’s worthwhile getting to know Podcast production & editing Contacting prospective greatest chance to get the links link partners you want Ideally you want to use your own voice on your own podcast to give it a personal Phase #3: LINK BUILDING You don’t have to offer a link in touch In-house or outsourced recording exchange for a link – try offering Link incentives different incentives However, if you don’t have the ability or desire you can find recording talent at Maybe you can persuade other sites like Voices.com websites to link to you by giving them Thinking out of the box review copies of products? If you’re going to be publishing podcast episodes on a regular basis, you need to ensure that you have a Don’t spend your time or money
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