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Internet Marketing 102 Websites, Email, Social Media, & New Options

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    Internet Marketing 102 Websites, Email, Social Media, & New Options - Presentation Transcript

    1. Internet Marketing 102: Websites & Email Search Engine Results, Optimization & Marketing Social Media New Media visit: www.netoutcomes.com/internetmarketing102/
    2. Internet Marketing 102
      • Internet Marketing 101
      • Internet Marketing 102
      • Websites
      • Email
      • Search Engine Results & Optimization
      • Search Marketing
      • Social Media
      • New Media
    3. Internet Marketing 101
      • Functional domain name for phone, b-card use
      • Coke or Pepsi Web Hosting
      • Initial Search Engine Registration Complete
      • Keys to ROI Nonprofits
      • Keys to ROI for For-Profits
    4. 101: Website Hosting
      • Typical Hosting Is Outside, Professional
      • $120 year, base cost
      • Secure pages (SSL), Shopping Cart, other add-ons increase costs
      • Coke of Web Hosting:
        • Linux, My SQL database, PHP
      • Pepsi of Web Hosting:
        • Windows, Access or SQL database, ASP
    5. 101/2: Huge Benefits for Nonprofits
      • Serve the Board, Board-only Section
      • Serve Volunteers
      • Promote Events
      • Accept Donations
      • Sell Products or Services
      • Recruit People
        • Board Members
        • Volunteers, Employees
      • Reduce Costs
    6. 101/2: Huge Benefits for For-Profits
      • Create & Support Brands
      • Support Sales Efforts
      • Create Actual Sales
      • Provide Customer Service
      • Build Brand-Loyal Communities
      • Recruit Employees
      • Reduce Costs
    7. Internet Marketing 102 Costs
      • Domain Names -- $100/year or less
      • Hosting -- $120/year
      • Design, Build & Maintain
      • Search Engine Results
      • Search Engine Optimization
      • Search Marketing
      • Other Internet Marketing Efforts
        • Email Campaigns
        • Social Media
    8. Domain Names
      • Short, sweet, fits on business card
      • Logical www.myorganizationwiththebiglongname.org
      • Search Engine Optimization (SEO)
      • $10 - $20/year per domain; no-brainer
        • www.godaddy.com
        • www.networksolutions.com
    9. SEO Domain Names
      • Rescue a Golden of Arizona:
      • Actual: www.golden-retriever.org
      • SEO: www.arizonagoldenretrieverrescue.com
      • Tu Nidito:
      • Actual: www.tunidito.org
      • SEO Option: www.tucsonfamilysupport.com
    10. Design & Maintenance
      • Professional Website developer on staff
      • Professional Developer on retainer/contract
      • Content Management System (CMS)
      • Lower Costs with Dreamweaver/Contribute
      • Build What You Can Sustain with Your Budget
      • Get Access at Code Level to
        • Page Title
        • Meta Tag “Description”
    11. Needed Talent & Expertise
      • Design (ongoing help)
      • Marketing & Communications
        • Results
        • SEO
        • Marketing
      • Web-Based Programming
        • Coke = Linux (46%), My SQL, PHP, HTML
        • Pepsi = Windows (29%), SQL, ASP/PHP, HTML
        • RC Colas = Cold Fusion, Drupal, Others
      • Convenient Editing (CMS)
        • Dreamweaver is powerful, time saving
        • Contribute
          • Like Using Word
          • Limit Access to pages, areas to edit
      Needed Talent & Expertise
    13. E-Commerce: Online Sales
      • Selling the Event (Details, PDF)
      • Registering Online Classes
      • Cross Selling:
        • T-Shirt with Babysitters Class
        • Membership with Event Ticket Sale
    14. E-Commerce – Levels of the Game
      • PDFs with Order Forms (IM 101)
      • Complete Form On Site & Mail (IM101)
      • Secure Site/Manual Processing (IM 101)
      • Shared Ecommerce Platform
        • Networkforgood.org
        • Guidestar – check your listing
      • Real-Time Payment Processing – 102
    15. E-Commerce – Requirements
      • Bank Account (may dictate merchant account)
      • Merchant Account
      • Real-Time Processing Credit Card Charges
        • (Must be Compatible with Merchant Account)
      • Shopping Cart
        • Must be Compatible with Gateway
        • Add & Subtract Items
        • Suggest additional purchases
        • Levels of administrative access
        • Over 200 shopping cart programs to choose from
      • Order Form (single item sales, e.g. tickets)
    16. Desert Museum IM 102 Real-Time Boarding Pass Sale +
    17. Internet Marketing Reduces Costs
      • Online Brochures
      • Virtual Newsletters, Magazines (PDFs)
      • Fund Raising/Sales Campaigns
      • Go “Green:” No postal mailings
      • E-mail Campaigns
    18. Email Campaign Functions
      • Manage Multiple Lists
      • Opt Out
      • Subscribe, Send (Tell a friend)
      • Get Reports on Opens, Deletes, Etc.
      • Constant Contact = Cost Competitive
    19. Email Campaign Issues
      • Spam Filters More Powerful
      • Number of Opens Reduced
      • Extremely High Competition
      • Must Deliver Real Value to Recipients
      • Avoid Mistakes
        • (UC San Diego mistake in admissions email)
    20. Email Campaign Tips
      • Brand the Campaign
      • Plan on a Series
      • Subject Line = Your Headline
      • Use a real “From” address
      • Avoid “Free” in Subject Line
      • Call for Action: “Click here to…”
      • Ask for Feedback
    21. Beyond Websites & Email
      • Search Engine Results & Optimization
      • Search Engine Marketing
      • Social Media
        • Blogs
        • Communities (Facebook, LinkedIn, Plaxo)
      • New Media
    22. Optimize Your Organic Search Listing Result
      • The Title
      • The Description
    23. Title Shown = Page Title
    24. Description +/- Meta Tag Description
    25. No Meta Tag, plus Flash is a Problem
    26. A Good Organic Search Listing Result
      • The Title
      • The Description
    27. Google Page Ranking
      • Go to Google Toolbar
      • Add Site Ranking Tool to Internet Explorer
      • Check Out Your Website’s Ranking
    28. Use Google Local Business Yahoo! Local Listings
    29. Search Engine Optimization
      • Really Another Webinar
      • Domain Name = Major Factor
      • Check Keyword Use (automated)
      • Page Characteristics (dozen factors)
      • Coding Standards: Run W3C Markup Validation (Code Check)
      • Site Characteristics
      • Inbound Link Values
      • Negative Ranking Factors
      • Total of 60+ Factors
    30. Key Points to Take Away
      • Get Your Page Titles/Descriptions Right
      • Try Google Local Business, Yahoo! Local
      • Follow Check List for SEO Characteristics
      • Avoid the Negative Characteristics
      • Search Marketing Helps
    31. Search Engines & Sandbox
      • Up to 6 months for new sites
      • Search Engine Marketing shortens that
    32. Search Engine Marketing
      • Google Analytics, WebTrends Visitor Reports
      • Google Search Marketing (Coke)
      • Yahoo! Search Marketing (Pepsi)
    33. Search Marketing Basics
      • Daily Budget – Do Not Exceed! Be Careful!
      • Credit Card Account, $1 a day minimum
      • Starts at Midnight, ends when no daily $$$ spent
      • Free Impressions
      • Pay per click-through, Range from .10 to $2.00
    34. Types of Blogs
      • Personal “blog”
      • News or advice “blog”
      • Media “blog” = commenting on news stories
      • Twitter, Limit of 140 characters “Micro-blog”
    35. Blogs: Personal, Informational
      • Personal diary or column
      • Indexed by search engines
      • Be careful what you say
      • Marketing & Communications Use
        • Search for employee use
        • Search for customer comments
      • Choices
        • WordPress
        • Technocrati
        • Live Journal
    36. Media “Blogs” The Arizona Daily Star
      • Publish blog comments (in print edition)
      • Screen Names = No accountability
      • In Computers, we have “BIOS”
        • Basic Input, Output
        • What you see when you turn on a computer
      • In Media Blogs, UGBIOS
        • Ugliness
        • Bad Manners
        • Ignorance &
        • Off-the-wall Stupidity
      • Blogs = Free user-generated content
      • Blogs = Increased length of stay on site
      • Free Content + Increased Length of Stay = Profit$
    37. Reacting to News & Media Blogs
      • Be Prepared for News Story
      • Include in Crisis Communication Plan
      • Seed the Blog
        • Board and/or Staff Members
        • Volunteers
        • Loyal Customers/Clients
      • Act Quickly
      • Remember – Blogs Indexed by Search Engines
    38. Micro-Blog: Twitter
      • Micro-blogging, 140 characters or less
      • Launched in 2006
      • 9.3 Million users as of April 2009
      • April, 2009, Aurora Health Care locked out: staff posted too many “Tweets”
      • www.justtweetit.com a useful directory
      • Traffic up 131% in March, 2009
      • Monitor Tweets for your company/client
    39. Social Media: Facebook
      • Projected to surpass MySpace
      • Personal, Professional & Business Use
      • Study links lower grades to Facebook use
      • Organizations block employee access to Facebook (productivity issue)
    40. Facebook Personal Page
      • Requires careful control of access
      • Becomes personal very easily
      • Requires substantial maintenance
    41. Facebook Views
      • Cross Check with Generic Account
      • Not Logged In
      • Logged In – Not Friend
      • Network
      • Friend
    42. Facebook Business Page
    43. Social Media, Professional
      • LinkedIn
      • Plaxo
        • Public Profile
        • Business, Not Personal
        • Links to Websites
        • Networking Potential
        • New stream of spam
    44. Other “New” Media
      • Podcasts: Your Own Radio Program
      • YouTube: Video!
      • Cell Phones, PDAs = “Mobile Apps”
        • “ The Third Screen”
        • Between the Cutting Edge & Bleeding Edge
        • Inevitable, monitor
      • Instant Messaging, a Prediction
        • Free with ads (billions a day)
        • Some other advertising angle
      • Webinars
    45. Resources
      • www.netoutcomes.com/internetmarketing102/
      • Dave Tedlock’s Blog
      • www.netoutcomes.com/Internet_Insights/Articles/tedlock_online.html
      • Contact Dave: 520.325.6900
      • [email_address]

    + Dave TedlockDave Tedlock, 6 months ago

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