4. SEARCH ENGINE MARKETING
• Form of internet marketing.
• Helps to promote websites. HOW ? ?
• By increasing their visibility in SERP’s * .
• How it all Started ??
• The Process : How it Works ??
• SEM Methods according to SEMPO* :
Search Engine Optimization.
Paid Placement.
SERP : Search Engine Result Pages.
SEMPO : Search engine marketing professional organization.
5. SEM BEST PRACTICES !!
• Targeted keywords must be popular in queries .
• Keywords targeted relevant to site content .
• Page titles start with your targeted keywords .
• Web site must have a site map with text links .
• Web site must have a custom error page.
• Routinely list your site in online directories .
6. The KEYWORDS of BUSINESS !!
• How exactly do keywords work ?
• Best Practices :
– Right density of keywords :
• Too low – ineffective.
• Too high – Spamming.
– Try keeping the keyword in last sentence.
– Long paragraph – keyword in each paragraph.
– Short paragraph – keyword in every 2nd paragraph.
– Page title must have the targeted keywords.
– All the pages in the Web site must have keyword-rich
meta descriptions.
• A look at some of the MetaTags :
– OMAM , Train the Trainer .
7. DISPLAY AD’s !!
• Also called as Rich media Advertising.
• Contains text ,logos, photographs, images .
• Example : Display Ad in a website.
• Types :
Floating Ad’s .
Trick Banners .
Pop-Up .
Pop-under .
Video Ads .
8. E-MAIL MARKETING !!
• Uses e-mail as a means of communication.
• What can be considered as e-mail marketing:
e-mail sent to enhance relationship.
e-mail sent to acquire new customers.
adding ads to emails sent by other companies.
• Follows a PUSH Strategy .
• OPT-IN e-mail advertisement.
• Example of a Email news letter.
9. E-MAIL MARKETING – Best Practices!!
Subject line.
Preview Pane.
Personalize always.
On time every time.
Avoiding Spam Filters.
One click unsubscription.
Maximize the Click through rates.
Repeat communications – auto responder.
Tuesdays/Wednesdays = increased response.
10. AFFILIATE MARKETING !!
• Form of online marketing.
• 1 internet company works with another.
• Referred business.
• The Process : How it works ??
• Example of affiliate marketing .
• Compensation methods :-
CPS(used by 80%).
CPA(used by 19%).
CPC(used by remaining 1%).
CPS – Cost Per Sale .
CPA – Cost Per Action .
CPC – Cost Per Click .
11. AFFILIATE MARKETING – Best Practices !!
• 1 internet company works with another.
• Referred business.
• Best Practices :
– Be patient .
– Have timeless content .
– Use multiple merchants .
– Choose someone who knows your business .
12. BLOG MARKETING !!
• Newest web phenomenon that can :
Boost traffic & sales.
Establish you as an expert in your industry.
Rank your site no. 1 in search engine results.
• Similar to a website with 2 major differences:
Easy to add information.
Inform numerous websites - your updated blog.
• Blog marketing – internet marketing via
weblogs.
• Example of Blog Marketing .
13. BLOG MARKETING – Best Practices !!
• Blog marketing – internet marketing via weblogs.
• Best Practices :
– Keep posts short .
– Put a kicker inside .
– Controversial headlines .
– Take a stand (for or against).
– End your post with a question .
14. VIRAL MARKETING !!
• Using word of mouth in web space.
• Spread from person to person on Internet.
• The Classic Hotmail.com Example .
• Creating a VIRUS for marketing:
Help user make it viral – easy/ single step forward.
Add value to users.
No trouble shooting eg. Avoid heavy attachments.
Guidance as promotion eg. Free resume service.
Service after viral marketing.
15. VIRAL MARKETING – Best Practices !!
• Using word of mouth in web space.
• Spread from person to person on Internet.
• Best Practices : Best Examples:
– Make sequels . 1) Burger King’s .
– Big names sell . 2) Coke & Mentos .
– Offer thing for free .
– Don’t restrict access .
– Sum thing unexpected .
– Allow sharing/embedding .
19. Viral Marketing -Example!!
• Give away free e-mail
addresses and services.
• Attach a simple tag at the
bottom of every outbound
message: “get your free
email account at”
www.hotmail.com
• Stand back while people e-
mail to their own network
of friends and associates,
• More people sign up for
free e-mail service.
• Propel the message still
wider to their own ever-
increasing circles of friends
and associates.
20. SEM – The Process !!
No. of websites during 90’s increased
Advent of Search engines
Finance operations SEC’s developed business models
– PPC*
PPC – Pay Per Click .
21. The Process !!
• Step 1 : Customer Visits
amazon.com .
• Step 2 : amazon.com
redirects customer to
other website.
• Step 3 : if the customer
buys the goods from the
seller the seller/ brand
compensates the affiliate
(amazon.com)
24. The Process !!
• Step 1 : Attract Visitors.
• Step 2 : Covert visitors
q to customers.
• Step 3 : Retain + Grow
Customers.
• Step 4 : Measure &
r Optimize
Editor's Notes
Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of paid placement, contextual advertising, and paid inclusion.
How keywords work ?People look out for specific keywords but our competitors are also using the same keywords so how is it decided as to which result should come on top ?Google has various programs such as the pay per click , so companies bid for a specific keyword the higher the bid the higher are your chances of getting on the top result.
E-mail marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fundraising messages to an audience. In its broadest sense, every e-mail sent to a potential or current customer could be considered e-mail marketing. However, the term is usually used to refer to:sending e-mails with the purpose of enhancing the relationship of a merchant with its current or previous customers and to encourage customer loyalty and repeat business,sending e-mails with the purpose of acquiring new customers or convincing current customers to purchase something immediately,adding advertisements to e-mails sent by other companies to their customers, and
EMAIL MARKETING BEST PRACTICES – SOURCE-file:///D:/SIP%20all%20stuff/vishal%20mehra/15-Email%252dMarketing-Best-Practices.htm15 Email-Marketing Best PracticesBy Mitchell HarperIntroductionAs you may know, most people now spend more time reading their emails than they do surfing the web. Email is one of the most powerful mediums that you can use to talk to visitors, customers and prospects.In this article I will discuss 15 best practices that you can use everyday in your email marketing activities. Used wisely and consistently, there’s no doubt you’ll see an increased response from your subscribers -- whether it be for more feedback, more product/seminar registrations, or even more orders.1. Avoiding the Spam FiltersThe majority of large Internet service providers now use rigorous spam protection mechanisms to trap unsolicited email before it gets into their customers inboxes. Spam filters generally "rank" each email by a number of different criteria, and, if that email rates above a certain level (such as 10 spam points), then it is flagged as spam and deleted.To make sure your emails don't get flagged as spam -- and deleted before they even get to your subscribers -- avoid using words such as 'Free', '$$$', 'Save', 'Discount', etc in both the subject line and the content of your email.2. Maximizing Click-Thru RatesBoth web pages and emails can contain a lot of text and graphics, and this sometimes makes it harder to get your subscribers to perform a certain task, such as clicking on a link to see your special offers.Numerous research papers tell us that the majority of Internet users respond better to a plain, bold, blue text link -- such as this -- as opposed to a banner or button. So, if you're going to include links in your emails, make sure they are bold, blue and underlined. This will mean that more subscribers click through, meaning more conversions/sales for you.3. The Power of PersonalizationIf you were standing in a crowded mall, which of these would get your attention: "HEY, YOU!" or "HEY JOHN" (assuming your name is John). The power of personalization can and should be used in your emails. In-fact, by simply starting your email with "Hi [subscriber_name]" instead of the boring "Hi there", you can increase both your reading and click-thru rates by up to 650%. Why? Put simply, it's because your subscribers feel like they already have a relationship with you as you've addressed them by their first name.4. One-Click UnsubscriptionIf you want to grow your mailing list, then there are 2 things that you absolutely must have: a double opt-in process, and a quick way to unsubscribe. In some countries, it's actually mandatory by law that every email has an unsubscribe link in it. The unsubscribe link should take the recipient directly to a page where they are then removed -- courteously -- from your mailing list.5. Signup ConfirmationDon't get accused of spamming -- always, and I mean always use a double opt-in confirmation process. Double opt-in means that after your visitor initially enters their email address to subscribe to your list, you should then send them a "confirmation" email. This email should contain a special link back to your email-marketing program, which will then verify that this visitor did indeed sign up to your mailing list.6. Tuesday / Wednesday = Increased ResponseStudies conducted by online research analysts have shown that the best days to perform a mail-out to your list are Tuesday and Wednesday, as this is when people are more receptive to communication. This means that they are more likely to read your content and click on links, meaning more sales.On Mondays, everyone is still recovering from a hectic weekend. On Thursday and Friday, people are already too busy looking forward to the weekend. We've actually experimented with this, and received the best results by sending out emails at around 2-3pm (American Pacific Time) on a Wednesday.7. Repeat Email CommunicationAn auto responder is an email that is scheduled to be sent at a certain time interval after someone subscribes to your mailing list. Auto responders are a great way to automatically follow up with your subscribers or provide them with more information on your products/services.For example, if you provide a free newsletter, you could setup 3 auto responders for new subscribers: the first is sent 1 hour after they subscribe. It contains a thank you message and a link to get 10% off your newly released eBook.The second is sent 24 hours after they subscribe, telling them about your community message boards, and the third is sent 72 hours after they subscribe, in which you can offer them a special deal on becoming a paid member of your site.Auto responders help your subscribers build trust in both your company and your brand, and this can help make it easier when trying to close sales in the future.8. Consistency is the KeyIf you're running a newsletter or frequent email publication, make sure you keep the look and feel consistent from issue to issue. By keeping the look and feel consistent, you help to maintain and strengthen your brand and your image to your subscribers, which again will make it easier to close sales when you need to.Create a template for your newsletter and whenever you need to create a new issue, use that template as the basis for each issue.9. On Time, Every TimeWhen sending a regular email to your subscribers, always make sure that it's sent on the same day, at the same time. For example, every Wednesday at 3pm. Your subscribers will come to "expect" your email to arrive in their inbox on the same day at the same time every week, meaning that they want to read your content and are generally more receptive to any special offers or promotions you may include.10. The Half-a-Second Subject LineWhen your email arrives in your subscriber’s inbox, you generally have about half a second to catch their attention with the subject line of your email. After this, they will either delete your email or ignore it. In your subject line, try and specify a benefit that the subscriber can expect by reading your email. For example, instead of using 'OurSite Newsletter Issue #1', use 'OurSite Newsletter: 10 Tips for Financial Freedom'.11. The Free Bonus Hook-InFree is overused these days, especially on the Internet. However, if you're looking to grow your subscriber list, then create or source a product of value to your visitors (such as an eBook or discount coupon) and offer it to them for free when they signup for your newsletter.To make sure they don't simply type any email address into your subscription form, setup an auto responder to send them the free bonus 1 hour after they subscribe to your newsletter.12. The Preview PanePopular email clients such as MS Outlook show a preview of an email when it's selected in your inbox. Always have some interesting content at the very top of your email, as this is the part that will show in the preview window of your subscribers email program. If it's interesting enough, then your subscriber will open your email and continue on reading.13. Link-Click TestingWhen creating marketing emails, try using different text for both content and links. Also try re-positioning images such as logos and buttons. After sending about 3 different emails, compare the click-thru stats and see which one worked best. Now, when you need to send marketing emails in the future, you know that you will be sending the right mix of content and images that will attract the most click-thrus, and ultimately the most sales.14. Email-Based LearningAdd value to your website, build trust in your visitors, establish your credibility and collect more subscriptions to your mailing list by setting up an email-based learning course. To do this, simply create a series of auto responders (for example, 5) containing unique content. Then, schedule the first one to be sent after 24 hours, the second after 48 hours, etc.15. Always Sign on the Dotted LineAlways include a signature at the bottom of your emails, as it's one of the easiest ways to attract more traffic to your website. This signature should include your personal details, your company details, and an unsubscribe link. You can use your signature to link back to your website, and even to other products. Here's a sample signature:Regards,John Doe.President - Company XYZ.Visit our website at http://www.companyxyz.comUnsubscribe from this newsletter at http://www.companyxyz.com/unsubscribe...ConclusionBy implementing the 15 best practices described in this article, you can take your email marketing to a whole new level –- attracting more subscribers, and building both your brand equity and credibility at the same time.
A "blog" (derived from the term "web log") is basically just a website with two key differences: First, it's extremely easy to add information to it. A blog is like an online journal, so you just log in, type what happened today, post it, and you're done! Second, you can add a simple little feature that automatically tells a whole bunch of other websites that you've made an update to your blog--every time you make a change.This newest web phenomenon can rank your site #1 in search engines, boost traffic and sales, and establish you as an expert in your industry. Blog marketing is the term used to describe internet marketing via web blogs. These blogs differ from corporate websites because they feature daily or weekly posts, often around a single topic. Typically, corporations use blogs to create a dialog with customers and explain features of their products and services.
Controversial / In-Your-Face Headlines. Write a headline that’s opposite of what people would expect. Write a headline that takes an obviously controversial or bizarre stance. Write a headline that’s “in your face” and to the point. The most popular post I’ve ever written was titled, “5 Things You Shouldn’t Spend Money On When Starting a Business”. Or, write a headline that asks a very direct question, or a question that’s bound to ruffle feathers. The 2nd most popular post I’ve ever written was titled, “What Do Real Estate Agents Do Exactly? Where’s The Value And Innovation?”Keep Posts Short. There’s a time and place for long posts, but if you want to generate comments, keep your posts as short as possible. I’m not recommending that you exclude information from your arguments, but the longer a post goes, the more people skim, and the less likely they are to get the information they really want; the information that’s going to get them to comment.Take a Stand. If you wiffle-waffle in a post, or present too many sides to an argument, no one will bother commenting. Take a stand, stick with it, argue as persuasively as you can, and then let the “yays” and “nays” battle it out in the comments.End Blog Posts With Questions. Make the question as specific as possible. “What do you think?” might not be inspiring enough to get someone to comment. Re-iterate the point or argument of the blog post in the question, to make it as direct and pointed as possible.Put a Kicker Inside. It’s understood that the start and end of a blog post need to pack a punch. People read the intro, skim…skim some more, and read the end right? Well, some people do read the middle. And you may be able to nab someone into commenting by putting some kind of kicker in the middle. Give ‘em something meaty to chew on, and they might even skim the rest of the post so they can comment right away. If the middle is drab, people will be less inspired by the end anyway, so shock ‘em on the inside.
First and foremost, think high concept: The viral 'thing,' whatever shape or form it takes, has to be highly provocative in some way. This, of course, is easier said than done, otherwise we'd all be drowning in these things. (And thank God we're not.) Work backwards from the headline: Think about what the headline of the blog entry - or the subject line of the email - about your viral marketing concept would be. Hint: if it won't make a concise headline or subject line, then it probably won't make a good viral marketing concept. Keep it simple: You have to hook people fast, so don't overburden your concept with too many elements or distractions. (Yes, sometimes you can be TOO clever.) Your concept should be able to work when plugged into the following fill-in-the-blank sentence, "Hey, did you hear _____ _____ _____ _____ _____ _____ _____ _____?" For instance, "Hey, did you hear that Canadian Websites now need to be licensed?" Humour Sells: Nothing says viral better than a good belly laugh. If you can have people laughing in their cubicles (admittedly not an easy task, even for comedy writing experts), you are well on your way to viral fame. Sex Sells: But that's way too easy and probably not appropriate for what you, sophisticated Internet marketer, are trying to promote. Leave the 'naughty hotties in a hot tub' concept for the beer company ad agencies. Big Names Sell: A viral marketing concept that leverages a well-known person, place, or thing may work better because less explanation is required to understand what the concept is about, and the association with the known entity will strike a common chord with many people. Get legal advice before you use a Big Name, though. Or not, depending on your appetite for lawsuits. Topicality Sells: A viral marketing concept that is 'torn from today's headlines' can have a leg up over the competition. Since everyone is already talking about the topic in the first place, the communication pump is already primed. The trick here is that it can sometimes take a while to come up with a killer concept, and by then it may no longer be a topical subject. Don't Try Too Hard: If you ask, or beg, for viral pass-along status, chances are people will see right through you. A really compelling viral concept will stand on its own and people will want to share it with others without being prodded by the folks behind it. Reality Sells: People are overwhelmed and usually unimpressed by what they perceive to be 'corporate' advertising; what often works best in the viral space is unvarnished content by real people, or at least made to look that way. Mystery Sells: Everyone loves a good mystery, so a viral marketing concept that keeps people guessing will only contribute to the buzz factor. At some point in time, however, there must be a payoff, otherwise you'll really piss people off. Unless that's the point in the first placehttp://www.baekdal.com/articles/branding/viral-marketing-tricks/
As the number of sites on the Web increased in the mid-to-late 90s, search engines started appearing to help people find information quickly. Search engines developed business models to finance their services, such as pay per click programs offered by Open Text[5] in 1996 and then Goto.com[6] in 1998. Goto.com later changed its name[7] to Overture in 2001, and was purchased by Yahoo! in 2003, and now offers paid search opportunities for advertisers through Yahoo! Search Marketing. Google also began to offer advertisements on search results pages in 2000 through the Google AdWords program. By 2007, pay-per-click programs proved to be primary money-makers[8] for search engines.
