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Internet Marketing Basics By John Lafare Rev3 0


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Introduction to Internet and Social Media Marketing

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Internet Marketing Basics By John Lafare Rev3 0

  1. 1. Internet and Social Marketing Basics<br />Score114<br />Presented by John Lafare<br /><br />
  2. 2. US retail online spending<br />Source: ComScore<br />
  3. 3. Why are we here, then?<br />In today’s world you need to harness the Internet or prepare to be obsolete<br />An effective Web presence will provide a definite marketing edge <br />On the other hand, you often set up a site and nothing happens<br />The Internet allows anyone with a few dollars and a little bit of knowledge to become a writer, designer, or publisher<br />But in their haste, many overlook the reasons for doing so<br />
  4. 4. Presentation objectives<br />Review basic Internet concepts <br />Highlight elements of an effective Web presence. <br />Discuss basics facts of marketing using the Internet<br />Provide a brief introduction to key Internet Marketing tools and techniques<br />
  5. 5. Internet Marketing is a huge topic<br />This is a generic introduction:<br />The coverage may be too basic for some<br />It may not be detailed enough for others<br />Not meant to be a complete discussion of everything Web or e-Commerce<br />What this presentation is/isn’t<br />Over 2,500 pages<br />
  6. 6. Upcoming advanced workshops<br />
  7. 7. What the material is really about<br />We will talk a lot about technology<br />But technology is the means, not the end<br />It’s more about:<br />Ways to harness the technology<br />Taking a long view of Internet opportunities<br />Being thoughtful about the Website investment<br />
  8. 8. Network of networks that has been around since the 60’s<br />About 1 trillion URLs<br />(internet addresses)<br />2008-2009<br />growth = 12%<br />About 240 million Web servers<br />40 to 50 billion visible pages<br />How big Is the Internet?<br />
  9. 9. What’s the point?<br />It’s huge out there, and traffic to your web site will not grow by virtue of exposure to sunshine<br />If you want to be found:<br />Follow a disciplined marketing process<br />Besmart about technology<br />
  10. 10. Google was incorporated in 1998<br />Started with 28 million pages to index<br />July ‘08: indexed over one trillionpages<br />The search engine space<br />
  11. 11. Some sites get less than 25% of visits from search results<br />Other sources:<br />Direct Traffic<br />Social Bookmarking<br />Blogging<br />Email Marketing<br />Affiliates, Partner Sites<br />Traditional Media<br />Directories<br />Pay Per Click Advertising<br />Banner Ads<br />Etc, ….<br />Tracking traffic sources using Google Analytics<br />Where does traffic come from?<br />
  12. 12. Social networks<br />Over 100 million social networking sites<br />The most important are:<br /> over 150 million members<br /> 191 million members <br /> 12.5 million members, a tool for business networking<br /> social bookmarking web service, now part of Yahoo!<br /> to help discover and share content from anywhere on the Internet<br /> users to send "updates" (text-based posts up to 140 characters long)<br />Google now rolling out Buzz<br />
  13. 13. Global browser market shares<br />Mean of several estimates of usage statistics<br />
  14. 14. Connecting to the Internet<br />An Internet Service Provider (ISP)offers access to the Internet<br />Data transmission technologies include dial-up, DSL, cable modem, wireless, …<br />Internet penetration statistics<br />
  15. 15. Web hosts<br />A web hosting serviceallows you to make your website accessible via the World Wide Web <br />Web hosts provide:<br />Space on a server they own or lease <br />Internet connectivity<br /><br /><br /><br />
  16. 16. Uniform Resource Locator (URL) shows:<br />The name of the mechanism (or scheme) for retrieving the Web page<br />The Internet location of the resource<br />Example<br />http Hypertext Transfer Protocol<br />https Denotes a secure Web site <br />www “Host name”<br />score114 Domain name (more later)<br />.com Domain name suffix (more later)<br /> <br />Uniform Resource Locator<br />
  17. 17. The domain name is the heart of your Web site <br />It helps establish a strong brand identity<br />Buy the domain name before: <br />You launch your business<br />Create a Web site<br />Some top domain name registrars:<br />Domain names are business-critical<br />
  18. 18. Easy to spell, say, read, remember, understand<br />Strong, concise<br />Ideally reflects the nature of your business<br />If it contains keywords relevant to the industry you operate in, it can help drive traffic to your site<br />Be aware of how people may mistype the domain name<br />Choosing a domain name<br />
  19. 19. Choosing domain name extensions<br />The original big 3:<br />.com for commercial organizations<br />.net for network services such as ISPs <br />.org for non-profit organizations<br />Country-level top domains:<br />.de for Germany<br />.jpfor Japan, and so on<br />Other common extensions:<br />.gov for governmental entities<br />.edufor educational institutions<br />.tvfor entertainment sites<br />.biz for business use only:<br />.com is generally preferable<br />.biz a good alternative<br />
  20. 20. Hypertext Markup Language<br />HTML is the markup language for the creation of structured Web documents<br />Can be used to create interactive forms<br />Written in the form of HTML elements consisting of "tags”<br />Can include:<br />Scripts in languages such as JavaScriptwhich affect the behavior of Web browsers<br />Cascading Style Sheets (CSS) to define the appearance and layout of Web pages<br />
  21. 21. HTML coding example<br />To view the HTML source of web pages:<br />Right click on the Web page<br />Select “View Page Source”<br />
  22. 22. Cascading Style Sheets (CSS)<br />Style sheet language used to describe the look and format of HTML documents<br />Helps separate style from content<br />Multiple pages can share formatting, reducing complexity and repetition in the structural content<br />Allows styling pages differently for printing, as well as other user agents like voice, and mobile devices<br />
  23. 23. CSS coding example<br />
  24. 24. Example: Shea Homes Mobile<br />Shea Homes Web pages repurposed and delivered via an iPhone app, providing:<br />Detailed info about Shea communities<br />Ability to browse all available plans<br />Prices, square footage, floor plans, exterior images<br />Calling and driving directions<br />Frequent updates<br />Access to Shea Home’s Facebook and Twitter pages<br />
  25. 25. Verifying browser compatibility<br />The Web browser is a translation device:<br />Documents written in HTML are translated into a formatted Web page<br />Translation rules are subject to interpretation<br />Support for HTML tags not universal<br />You might build your pages with parts of HTML that not all browsers understand <br />Tools exist to help test how your Web pages display with different browsers<br />
  26. 26. Keywords and keyphrases<br />The basis of ALL search engine rankings<br />Users enter keyphrases in Search Engines to get the information they need<br />Optimizing for keyphrases is critical<br />Tools available for keyword suggestions and keyword traffic estimates<br />Google’s Keyword Tool<br />
  27. 27. Search engine results pages<br />Organic search resultsappear because of their relevance to the search terms<br />Non-organic results are the product of ads such as pay-per-clickadvertising<br />
  28. 28. What is a funnel?<br />Paths through your site visitors follow before converting to the desired action<br />Surveys, shopping carts, multi-page forms are examples of funnels<br />The Funnel Model<br /><ul><li>Each page between an entrance page and a conversion page is an opportunity for the visitor to be distracted and leave
  29. 29. If your most popular conversion funnels are too intricate, any potential for selling may be lost</li></li></ul><li>Web beasts: crawlers and spiders<br />A bot is a software agent<br />Crawlers / spidersare types of bots<br />Bots browse the Web in a methodical, automated manner<br />Googlebot:search bot which collects Web documents to build the index used by the Google search engine<br />Other search bots:Yahoo! Slurp and MSNbot<br />
  30. 30. What is a directory?<br />A listing of websites, by category<br />If you are listed, crawler-based search engines are more likely to find your site  <br />For commercial categories, Yahoo! requires a submission feeof $299/year <br />The Open Directory, used by Google and others is free<br />
  31. 31. What is online bookmarking?<br />Method used to share, organize, search, and manage bookmarks of Web resources <br />The resources themselves aren't shared, merely bookmarks that reference them<br />They are free and can facilitate visits to your internet property because people use them to find information<br />See the following top bookmark services: <br />
  32. 32. Who are those Web people?<br />Oversees your Web site / server. In-depth knowledge of networking, well-versed in security and troubleshooting<br />Use programming, scripting, and database integration tools for professional, effective, and well-organized client and server-side coding<br />Design sites that are attractive, interesting, functional, and useful<br />When you negotiate a development contract:<br />Know what the skills are<br />Understand how experience relates to your business <br />
  33. 33. The challenges of Internet selling<br />How do we sell on the Internet?<br />Learning from others ….<br />It’s the marketing ….<br />Applying the AIDA model<br />Understanding the sales cycle<br />Marketing strategy questions<br />
  34. 34. <ul><li> No eye contact
  35. 35. No talking, no lunches
  36. 36. No physical interaction</li></ul>How do we sell on the Internet?<br />Open a storefront on a busy "real world" street, visitors will spill in and buy <br />On the Internet, people aren't looking for you, they are looking for information<br />And you don’t have weeks, or days, or hours, or even minutes to sell<br />
  37. 37. How do we sell then? <br />It’s about content, especially words<br />A content-driven is helpful because it is filled with useful, informative content <br />Search engines love content-filled sites because their service caters to people who use them to find information<br />The secondary purpose of the website is to make money for the website owner<br />It sounds strange the website won't make you any money without traffic<br />A content-driven approach on your home page can lead to increased sales<br />
  38. 38. You can learn from others ….<br /><br />
  39. 39. It’s the marketing …..<br />Creating an online store first, then worrying about visitors is doing it backwards<br />The stores may look professional, but 9 times out of 10 nobody's browsing or searching <br />Most importantly, nobody's buying and 98% die and give up within a year <br />
  40. 40. Attention<br />The goal is to convert as many visitors as possible into clients<br />People who surf the web are impatient<br />Many selling formulas <br />The AIDA formula is the easiest one to use for any selling situation<br />Interest<br />Desire<br />Action<br />Understanding the sales cycle<br />
  41. 41. Applying the AIDA model<br />Get the prospect’s attention<br />Build interest by offering multiple benefits<br />Build desire by making your offer irresistible<br />Ask people to buy and make it easy for them to take action<br />
  42. 42. Help determine if the Web site effectively follows the AIDA formula<br /><br />Tracking the performance of affiliate programs<br />Testing to determine the most effective headline<br />Tracking keywords with the most profit potential<br />AIDA-inspired tracking tools<br />
  43. 43. Key marketing strategy questions<br />Set your goals<br />Why do you want a Web site?<br />How does the site fit the overall plan?<br />What’s the size of the market you can reach?<br />What are the goals for your Web site?<br />Develop your strategy<br />Who is your Web site target audience?<br />What typically appeals to your audience?<br />How are competitors reaching the target?<br />How will you measure your performance?<br />What will your Web site do for your clients?<br />How will it stand above the competition?<br />
  44. 44. The tools of Internet marketing<br />Search Engine Optimization<br />Landing page optimization<br />Search Engine Marketing<br />Web analytics<br />Paid advertising<br />Web site linking<br />E-mail marketing<br />Affiliate marketing<br />Social media marketing<br />Mobile marketing<br />Google maps<br />
  45. 45. Web Analytics<br />Measurement, collection, analysis and reporting of internet data to understand and optimize web usage<br />Off-site analytics can be used even if you do not own or maintain a website<br />On-site analytics measure a visitor's journey once on your website <br />Google Analytics are used by 50% of the top 100 Internet sites<br /><br />
  46. 46. Web analytics reporting <br />
  47. 47. How do we use Web analytics?<br />
  48. 48. Search Engine Optimization (SEO)<br />Process for improving the volume or quality of traffic from search engines via "natural“ (or un-paid) search results <br />Search engine marketing (SEM) deals with paid advertising / sponsored links<br />SEO considers how search engines work and what people search for <br />Optimization primarily involves editing content, HTML, associated coding to:<br />Increase relevance to specific keywords<br />Remove barriers to the indexing activities of search engines<br />
  49. 49. How do I improve search rankings?<br />Site optimization:<br />Place the right keywords in the right places<br />Enhance your site’s accessibility by search engines <br />Site popularity increased by:<br />Online and offline marketing<br />Link popularity<br />Link popularity: <br />The more sites that link to you, the more people will find your site<br />
  50. 50. How to increase link popularity<br />The best place to start any linking strategy is with Web directories<br />The two biggest, by far, are Yahoo! and the Open Directory (used by Google)<br />The long-term approach:<br />Create first-rate content<br />Look for websites, ask them to link to you<br />Write articles and press releases<br />
  51. 51. How to look up sites for linking<br />Go to a search engine and type in words related to what your business does<br />Sift through the Web sites in directories such as Yahoo! or the Open Directory:<br />Find who's linking to both you and other sites<br />Check who's linking to them<br />To see a list of the inbound links to a Website go to Google and type<br />inlink:<br />Now that you've found the sites:<br />Ask them to link to you<br />Offer a link exchange<br />
  52. 52. Search Engine Marketing (SEM)<br />Search Engine Marketing includes:<br />Search Engine Optimization<br />Paid advertising<br />Maps optimization<br />Rich media management <br />SEM effectiveness is maximized when your site appears high in each areas at the same time<br />Search marketing now extended to include Social Media Marketing<br />SEM ’09 spending estimated at $14.7B <br />
  53. 53. Paid advertising<br />Pay per click (PPC) advertisers pay their host when their ad is clicked <br />Websites utilizing PPC ads will display the ad when a keyword query matches an advertiser's keyword list<br />Cost per click (CPC) is the amount of money an advertiser pays for a single click that brings one visitor to the site<br />The 3 Largest Operators<br />
  54. 54. Contextual Advertising<br />Contextual advertising systems:<br />Scan the text of a website for keywords<br />Return advertisements based on what the user is viewing<br />Google AdSensewas the first major contextual advertising program<br />Others: Yahoo! Publisher Network, Microsoft adCenter, Ad-in-Motion, …<br />Has made a major impact on earnings of many websites <br />Because the ads are more targeted, they are more likely to be clicked<br />
  55. 55. Landing Page Optimization (LPO)<br />However they find you, the landing page is the first page your customers see<br />If it’s not exactly what they’re looking for, they will leave<br />Landing page optimization (LPO) is part of a process called Conversion Rate Optimization (CRO)<br />The goal is to improve the percentage of visitors that become sales leads and customers<br />
  56. 56. LPO science<br />3 major types based on targeting:<br />Associative content targeting used for consumer segmentation<br />Predictive content targeting to anticipate future actions based on predictive analytics<br />Consumer directed targeting based on reviews, ratings, tagging, referrals, etc.<br />2 major types based on experimentation:<br />Closed-ended experimentation where users are exposed to several variations of landing pages while their behavior is observed<br />Open-ended experimentation where the experimentation is ongoing and the landing page is adjusted dynamically<br />
  57. 57. Key to great landing pages<br />Search engines and other Web sites may point to whatever page they choose<br />Every page on your site could therefore be a “lander”<br />Key questions:<br />What parts of your sites are mission-critical?<br />Who is your landing page designed for?<br />What is the desired conversion action?<br />Web analytics can be used to:<br />Find the pages that get the most traffic<br />Verify they drive proportional conversions<br />Some claim 15-50% increase in profits<br />
  58. 58. Some top landing page tactics<br />Keep it simple, give it to them quick<br />Tell them where they are, put language at the top telling them they’ve landed in the right place<br />Don’t get too tricky, don’t try to wow your visitors, leave them in control<br />Offer multiple calls to action, make it easy for people to take action when they’re ready<br />Experiment with registration forms, ask only for the data you need for your business<br />Eye-tracking: make sure your visual cues help visitors advance down your funnel<br />Take nothing for granted<br />
  59. 59. Affiliate marketing<br />A business rewards affiliates for each visitor or customer brought about by the affiliate's marketing efforts <br />Example: rewards sites, Office Depot affiliate program<br />Affiliate marketing service providers <br />
  60. 60. Social media marketing<br />Use of online communities, blogs, social networks for marketing, sales, public relations, customer service<br />Common social media marketing tools: <br />Facebook<br />Twitter<br />LinkedIn<br />YouTube<br />Flickr<br /><br />Facebook pages enable businesses to easily establish a brand presence<br />Facebook pages can be linked to your Twitter account <br />
  61. 61. E-mail marketing<br />Having a Web site and e-mail marketing campaigns account for 80-90% of many retailers’ marketing activities<br />E-mail offers excellent returns:<br />Inexpensive: compare it to postcards<br />Fast: no time spent printing, sorting, etc …<br />Accessible: connect whenever you want<br />Targeted: messages go straight to those who do business with you. <br />Specific: messages tailored for each person<br />Trackable: technology counts responses<br />Bonding: e-mail creates customer awareness<br />Eco-friendly: e-mails don’t deplete forests<br />
  62. 62. E-mail marketing not a solo sport <br />Not evident that you can spend less money by designing and developing your own e-mail marketing campaigns<br />It can be a very technical endeavor<br />Also consider legal issues<br />E-mail service providers (ESP) provide:<br />Improved e-mail deliverability<br />Database and list management<br />E-mail template design<br />E-mail message and content creation<br />Tracking and reporting<br />Advice and consulting<br />
  63. 63. Blog marketing<br />A blog is sort of online shared journal<br />Marketers can use blogs to:<br />Enhance search engine marketing<br />Provide direct communications to customers <br />Build brands<br />Differentiate yourself from your competitors<br />Market yourself to various niches<br />Create media and public relations campaigns<br />Position you as an expert<br />WordPress<br />Customers<br />
  64. 64. Navigating the bloggosphere<br />Blogger outreach aims at identification of influencers who reach your customer<br />Need to reach bloggers without coming across as heavy-handed, too commercial<br />Out of 10 million+ active blogs, about 10,000 with significant traffic<br />Use blogger networks such as Federated Media to align with appropriate blogs <br />Use blog search engines to crawl the blogosphere to get sense of discussions about specific topics, brands <br />
  65. 65. Podcast marketing<br />Mobile media solution which gives the ability to connect on-demand<br />Customers used to consuming media choices on their own schedules<br />Given challenges of generating media coverage in a shrinking news market, business become its own broadcaster <br />Podcasts / videos format more engaging than the Web’s static text<br />Direct marketing uses:<br />Interviews, special promotions<br />Highlights / explanation of products / services<br />Training, demonstrations<br />
  66. 66. Drive business using Google maps<br />7.5 million global searches per month<br />Mapping technology combined with local business information<br />Visit the Google Local Business Center <br />
  67. 67. Elements of mobile marketing<br />Enable communications and audience engagement in an interactive, relevant manner via mobile devices or networks<br />Mobile marketing can be used to enhance all your marketing activities<br />Challenges presented by mobile devices:<br />Smaller screens<br />Mobile phones have no mice or no printers<br />Numerous operating systems, networks<br />Bandwith may be restricted<br />Data connections and messaging cost money<br /><br />