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26 stage internet_marketing_plan_framework
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26 stage internet_marketing_plan_framework


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  • 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 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 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 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 Releases Which pages they view Release through PR Web 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 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 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 software publishing system which is as efficient and obtaining links from unrelated automated as possible Software selection sites Ensuring link relevance Phase #4: CONTENT Just like different styles of blog MARKETING Ensure that your link is in context, and posts, there are different styles of contains an appropriate keyword rick podcasts Content strategy options phrase Try asking your existing customers One way links are the most effective – what type of content would be most consider links for money, products or appreciated Offline / online exchanges services Week #24: Audio & Video Should your tone be Links from business networks like the Chamber of serious, provocatory or Commerce can be extremely valuable – you can humorous? Content tone Membership club sometimes get a free link if you’re willing to offer opportunities fellow members a special discount Decide on your communications style Stage #18: Beg, Barter or Buy and stick to it – your subscribers expect your to be consistent Google frown upon link buying as it affects their organic search engine rankings Although Google is getting at better at determining audio and video content, However, link buying can have a this technology is still very much in its Under-the-radar link buying significant impact on rankings infancy If you’re going to buy links, make sure When you post a transcription of the audio content Associated written content you incorporate other forms of link with your podcast episode, search engines will be building as part of your internet marketing much more likely to rank your posts for appropriate strategy keywords phrases Some visitors prefer written content – If you buy a product or service, send a testimonial – and by providing a written transcription you’ll send it to the marketing department with your website also be appealing towards these people address. There’s a decent chance that this testimonial will be published on their website – with a live link back to your Testimonials site You should try to ensure that your podcast episodes and your feeder video and audio content gets distributed to as many places as A lot of websites include link pages – possible Distribution options try searching for link pages relevant to Business sector searches your business sector You also have an opportunity to produce content and distribute it to Use blog & forum posts to enhance major web 2.0 sites and blog networks your reputation as a trusted, Build your industry reputation knowledgeable industry leader Producing blog & web 2.0 When you do this it’s important not to site content use the same content that you publish When you comment in high-traffic blogs and on your own site forums and provide interesting, informative Drive relevant visitors to comments, you’ll drive traffic to your site from your You also need to be knowledgeable your site website link when it comes to selecting the right links to use when publishing this content Many forums allow you to include a keyword rich keyword link. Take The more unique your content is, the advantage of this opportunity when it more likely it is to get published – and Stage #19: Blog & Forum Improve your SEO arises remain published Eliminating duplicate content Comments Find related blogs & The posts which your submit to web forums 2.0 sites can evolve from the one seed article Seed articles Ensure you that when you’re spending your time adding comments, you’re not wasting your site – you However, you need to make sure that need to know how to determine the approximate sufficiently different versions of your Ranking blog & forum value amount of visitors that a blog or forum is likely to get seed article are submitted to each site Week #25: Blog & Web 2.0 Make sure you don’t miss out on Lots of internet marketers automate Site Distribution Keeping up to date relevant blog posts from blogs on which their spinning insertions, devaluing the with latest posts you want to be a regular contributor value of their brand Spinning the wrong way If you’re not using your natural style, You need to retain full Ensuring appropriate create a persona and stick to that control of your spun content communication style persona when writing Spinning the right way To do this it is essential that there is Having guest posts published on full human control over your spun leading blogs in your industry have the content wording Become an industry authority power to suddenly rocket your standing There are certain distribution When you drive visitors to your site networks which offer the best who already trust you, you’ll find that value Blog distribution networks your conversion rates increase Drive high converting visitors significantly It’s important to be consistent, but also not to try to do too much, too Many blogs which publish guest posts soon also allow authors to include keyword Stage #20: Guest Posts SEO link benefits rich link to their site If search engines see your back-links Submission strategy grow too quickly they might ‘sandbox’ your rankings Blogs which accept guest posts will generally only publish your content if it’s high quality and completely unique. Because of this, Again refer to the and because the blogs on which the guest posts appear are blueprint for best already well thought of by search engines, your guest posts will submission practice High value, unique content tend to rank highly in search engine results Having guest posts published will also raise People bookmark and share web your profile with other industry blog publishers pages when they find them interesting Why people bookmark & who read the blogs on which your guest post in or useful why it matters to you Peer to peer relationship building published Search engines crawl these ‘shares’ and bookmarks, and the results of this crawl forms part of the web pages’ overall ranking Search engines & bookmarks There are a few ways that you can encourage your site visitors to bookmark and share pages on your site Encouraging bookmarking & Firstly, focus on the quality social sharing and usefulness of your link bait Next, make it as easy as possible for your site visitors to share your content By integrating ‘Tweet This’ and Facebook ‘Like’ buttons on each of your pages, you’ll be encouraging visitors to share your site on 2 of the most possible Most effective bookmarking Week #26: Bookmarking & online web page sharing platforms & social sharing sites Social Sharing You don’t have to manually insert bookmark sharing buttons onto your site if you use WordPress – try using a Plugin like the interestingly called Sexy Bookmarks to automate the insertion of your bookmarking buttons Bookmarking plugins StumbleUpon is another extremely popular web page sharing site StumbeUpon Ads However, StumbleUpon also offer an advertising opportunity which includes your site virality – this is definitely worth checking out if you have a decent link bait page with a call-to-action There are many bookmarking and social sharing seeding services which offer to quickly build backlinks and drive social Bookmarking & social sharing traffic sharing seeding However, it’s important to ensure that your website is shared in the right places – and in the correct neighborhoods