The document discusses various digital marketing strategies including optimizing websites, search engine optimization, pay-per-click advertising, social media promotion, and conversion analysis testing. It provides examples of testing email subject lines and landing pages to maximize response rates and profits. The training emphasizes the importance of testing different elements of campaigns using A/B testing and multivariate testing to determine the most effective approaches.

1. Web Marketing
Intensive Training
Presented By: CEO Joseph Crudup NewStart Internet &
Mobile Consulting
How to Beat the Competition, Increase ROI,
and Boost Sales

2. WHAT WE’LL BE COVERING
• Whats does the internet, your market, and your
competition look like in 2011
• Your website : What it needs in order to brand you ,
convert traffic to sales, and build a re lationship with
your au d ience.
• Online & offline marketing strategies like search
marketing, social media , Mobile text marketing .

3. WHAT YOU DON’T KNOW…
What You Don’t Know About the Internet & Mobile
marketing.......... Is Costing You:
• Money
• Market Share & tons of new customers
• Leverage Against Your Competition

4. HOW ARE YOU CURRENTLY
MARKETING YOUR COMPANY?
What traditional marketing methods are you currently
using?
How effective have they been this past quarter?

5. REACHING YOUR AUDIENCE IN 2011
Your market spends the bulk of its time online:
• 89% watch video clips, up from 62% in june 2008
• 88% read blogs, up from 66%
• 87% are now members of a social network
• RSS consumption is up from 39% to 56%....Text
message s receive a 97% open rate with this
demographic
• 48% listen to podcasts

6. WHAT YOUR COMPETITION IS DOING
Do you know what
your competitors
are doing online?
How do you plan to
compete?
From McKinsey Quarterly survey of business executives, 2011

7. MILLIONS OF DOLLARS IN MARKET
RESEARCH SAYS…
From McKinsey Quarterly survey of business executives, 2011

8. Your Web Presence
The Foundation of Your
Company’s Future Survival and
Success

9. YOUR PRIMARY WEBSITE
Your primary website is responsible for several things:
• Educate your audience
• Company branding and image
• Establish your company and its executive team as thought
leaders and authorities in your industry
• Generate sales and leads
• Build a lasting relationship with your audience
• Empower your audience to buy more frequently,
consistently, and at higher average $ value

10. WHAT YOUR WEBSITE WILL NOT DO...
• Miraculously receive
traffic
• Replace personal
attention and connection
• Take the place of effective
marketing and messaging

11. INTENSIVE TRAINING:
WEBSITE ELEMENTS
• Home Page Layout
• Navigation
• Design
• Calls to Action on Every Page
• Landing Pages
• Tracking Statistics

12. HOMEPAGE LAYOUT
Your homepage serves only one single purpose:
To get your visitor to click deeper into your site with
n the first five seconds.
• Only have one central call to action
• Up to three secondary calls to action

13. SITE NAVIGATION
See the website through your visitors' eyes:
• Is it easy to navigate through?
• What is the intuitive and natural progression through
your site?
• Have you covered all objections, fears, questions?
• Can visitors easily see the benefits of your site?

14. SITE DESIGN
• Main site menu should link to core categories
• It should also link to your primary action
• Each page should have the next step in mind
• Look and feel should establish and reinforce desired
visitor experience
• Focus all content and graphics on customer, not your
company (What's In It For Me)

15. CALL TO ACTION
What is a Call to Action?
An invitation for your visitor to take a specific action,
typically to purchase, sign up for something, or read
information designed to take them through the
buying process

16. CALL TO ACTION Example: Lexington
Law
They have a prominent
sign-up button on every
single page, near the top
of the page.
They also include the
same button at the
bottom of every page
and links to related
questions or pages on
the right side of their
content.

17. LANDING PAGES
Your homepage will not always be the first page of your
website visitors see. This is a good thing.
Landing pages allow you to:
• Target within specific niches of your audience
• Direct visitors to a page focusing on a benefit based on how they found you
and what they were looking for
• Convert your visitor into a lead or sale without having to go through as
many steps (ie home page through to relevant page)

18. TRACKING STATISTICS
You’ll never be able to determine what your market will
respond to, and opinion can never trump data.
The only fool-proof way to ensure your website fulfills
all of its responsibilities is to track results and test
elements to improve those results.

19. WEBSITE RECAP
Further Exercises:
• Customer avatar worksheet
• Map navigation and visitor progression
• Design or re-design homepage using our template
• Build landing pages using our template

20. Market Research
Intensive Training
Reverse Engineer Your Competitors’ Efforts to Pull
Ahead of Them Online

21. “
If you know the enemy and know yourself,
you need not fear the result of a hundred
battles.
If you know yourself but not the enemy,
“
for every victory gained you will also
suffer a defeat.
If you know neither the enemy nor yourself,
you will succumb in every battle.
~ Sun Tzu, The Art of War

22. MARKET RESEARCH
To win the online battle, you must know your enemies:
• Competitors
• Market trends
• Audience Behavior

23. KEYWORD RESEARCH
The next weapon in your market research arsenal is
keyword research:
• For search engine optimization
• For sponsored search marketing (PPC)

24. TOOLS FOR
KEYWORD RESEARCH
Niche Browser
(www.nichebrowser.com)
• Includes step-by-step video instructions
• The only keyword tool you’ll need because it
allows you to access all the best free keyword
tools online!
•Much more than keyword research – easily
search multiple engines, find various media
content from several sites, and much more

25. MARKET RESEARCH RECAP
Further Exercises:
• Conduct a competitive analysis of your website and your
top competitors and industry leaders
• Download and work with free Niche Browser for market
research
• Optional: Review our list of free keyword research
training resources

26. Search Marketing (SEO)
Intensive Training
Get Free Traffic from the Search Engines

27. WHAT IS SEARCH MARKETING?
Search Marketing is a process by which you market
your website to the search engines to win top
rankings for your targeted keywords.
Also known as:
• Search Engine Optimization (SEO)
• Organic Listings or Search

28. CATEGORIES OF SEO
• Keyword Research
• On-Page Optimization
• Off-Page Optimization

29. ON-PAGE OPTIMIZATION
• Optimization allows a page to target one or two keyword terms
and rank for those terms in the search engines
• On-Page Optimization includes:
• Titles tags
• META description
• Keyword density
• Site growth (rate of new content added)
• A good internal linking structure
• Anchor text
• Image “alt” tags

30. OFF-PAGE OPTIMIZATION
Off-page optimization is the most important aspect of
your search marketing efforts.
It’s all about incoming links!

31. HOW LINKS ARE VALUED
Search engines value your incoming links based on:
• The quality and popularity of the site linking to you
• The type of site linking to you (.edu, .gov, and .org links
count more than .com or .net)
• Anchor text of link
• Thematic relevance of link and linking site

32. HOW TO SECURE INCOMING LINKS
• Article Marketing
• Viral Linking
• Blog-Bait
• Web Directories
• Link Exchanges
• Link Buying

33. ARTICLE MARKETING FOR LINKS
Writing and promoting articles is a quick, easy, and effective way to get
great rankings for your site.
To create great articles that improve ranking and secure incoming links:
1. Target each article to a single primary keyword and perhaps two
secondary keywords
2. Write a great headline
3. Write a great article (hey, some things are obvious!)
4. Include an “author’s box” optimized to provide a great back-link to your
website

34. YOUR SEARCH MARKETING CAMPAIGN
SoloSEO.com
(www.soloseo.com)
• Free two-week trial
• Only $29 per month
• Step-by-Step training
on all aspects of SEO
• Includes every tool you
need to research,
optimize, and promote
your site

35. SEARCH MARKETING RECAP
Further Exercises:
• Review our special report on Illegal SEO Techniques to
make sure you don’t use them
• Create and promote optimized articles with our
tutorials
• Conduct basic SEO campaign with SoloSEO or WebCEO

36. Pay Per Click Advertising
Intensive Training
Secure Sponsored Listings in Google to Receive
Instant Traffic Within A Few Hours

37. GOOGLE’S ADWORDS
(adwords.google.com)
• Keyword Research Tools
• Website Analytics
• Create pay-per-click campaigns
to display your sponsored
listings at the top of Google’s
first three pages
• Costs $5 activation fee

38. MAKING PPC PROFITABLE
A profitable PPC campaign requires:
• Bidding on the right keyword terms
• High conversions from impressions to clicks
• Create several targeted ad listings
• Create several targeted landing pages
• Secure the lowest possible per-click cost
• Convert PPC traffic into profitable sales

39. HOW PPC ADVERTISING WORKS
• Advertisers bid on keywords they’d like to display for
• Advertisements are triggered to display when user searches keyword
• You pay only when a customer clicks on your listing
Benefits include:
• Instant traffic and possibly instant revenue
• Ability to highly target geographically, thematically, by language, and more
• Cost effective and ability to control spend
• Instantaneous results / feedback
• Great for testing product names, pricing, landing pages and more with a
small ad spend and good analytics

40. HOW TO ENSURE PROFITABLE ADS
• Research the best keywords and identify the cost-per-click
for those keywords.
• Organize your campaign into tightly targeted Ad Groups.
• Create a unique landing page for each ad group.
• Split test at least three ad variations per ad group
• Monitor your click-through ratio.
• Track which keywords result in clicks AND sales or
leads

41. HOW TO CHOOSE THE RIGHT VENDOR
Requirements You Must Demand:
• Keyword research must be approved by you
• Each ad group needs to go to a relevant, targeted landing
page
• At least two or three well-written, keyword-targeted ads
per ad group
• Daily monitoring of campaign statistics during at least the
first month
• Test and track conversions to leads and sales

42. PAY PER CLICK RECAP
Further Exercises:
• Create an Adwords Campaign
• Study our referenced free training on effective
PPC
• Complete checklist for creating and optimizing
a campaign

43. Social Media Promotion
Intensive Training
Interact With Your Audience and Deliver Your
Message Across Several Sites & Media

44. WHAT IS SOCIAL MEDIA?
Social Media is a collective term referring to any website or tool that
allows you to creatively interact with your audience through a
variety of media.
• Social Networks like MySpace and Facebook
• Professional Networks like LinkedIn
• Social Bookmarking Sites like Digg and Deli.cio.us
• Video Sharing Sites like YouTube and Revver
• Podcast & Audio Content Sites like Podcast.com and iTunes
• Social Broadcasting Networks like BlogTalkRadio
• The Blogosphere
• Tagging Networks like Technorati

45. BENEFITS OF SOCIAL MEDIA PROMOTION
• Creates better organic search rankings through high-quality
links
• Drives traffic from a variety of popular sources
• Effectiveness of an endorsement or referral
• Can often produce instant 1st page rankings on Google (especially
with video)
• Gives your company personality and personal connection to your
audience
• Reinforces your branding and image
• Low cost/high return

46. OBJECTIONS TO SOCIAL MEDIA PROMOTION
• My audience doesn’t use this stuff
• I’ve considered blogging and social networking but don’t want it
to harm my brand
• There’s so many tools and sites and types of media out there, I
don’t know where to start
• I have no interest in doing this myself
• I’m really into search marketing. Google is the leader – why not
just concentrate there?

47. FACEBOOK VS. GOOGLE
Source: SMARTS Strategy Guide: Life and Death 2.0

48. MYSPACE VS. GOOGLE
Source: SMARTS Strategy Guide: Life and Death 2.0

49. YOUTUBE VS. GOOGLE
Source: SMARTS Strategy Guide: Life and Death 2.0

50. CREATING YOUR SOCIAL MEDIA CAMPAIGN
Let’s create a social media
campaign that targets
the basic, most effective
strategies:
• Video Promotion
• Blogging & Tagging
• Suite of Social Profiles

51. VIDEO PROMOTION
How to Promote a Video on YouTube:
• Create a Video
• Tag it According to Targeted Keywords
• Create a Profile on YouTube & Upload Video
• Network and Collaborate with Popular YouTubers
• Promote Your Video Elsewhere

52. TYPES OF VIDEOS YOU CAN CREATE
• A Video Case Study With a Client
• A Video Teaching How To Do Something
• A Video Showing People Interacting With Your Product (in a How-
To Format, Not a Sales Pitch)
• An Interview with a Leader or Famous Person in Your Industry
• Reveal Secret or Latest Information
• Controversial, Funny, Inspirational, and
Hot Topic Content (Be Careful Here)

53. TAGGING YOUR VIDEO
• Identify keyword phrases that are well searched on Google
and YouTube that have a good ratio against competition
• Tag your video when you upload it with those keywords. Don’t
forget to tag it with names of companies, products, or people
you mention
Aside: Create Google Alerts at
www.google.com/alerts

54. CREATE A PROFILE & UPLOAD VIDEO
• Follow the easy instructions at YouTube to create your free
account
• Click “My Videos” once logged in, then “Upload Video”
• Again, follow their easy instructions!

55. NETWORK AND COLLABORATE
• Research popular YouTube users in your industry
• Participate on their videos by providing comments or creating
a video reply to their video
• Then propose a collaboration between the two of you. Create a
video together or a video series
• Cross promotion will get you subscribers from their audience

56. PROMOTE YOUR VIDEO ELSEWHERE
• Include videos in your primary website, blog, and social
profiles
• Distribute videos to multiple video networks
• TubeMogul.com
• Offer useful video content to partners, and other industry
sites

57. BLOGGING & TAGGING
• Create a Company or Professional Blog
• Wordpress.org (install on your website)
• Wordpress.com (hosted)
• Blogger.com (hosted)
• Create a Publishing Schedule
• Include Social Media Widgets
• Outsource Blog Content Writing or Write it Yourself
• Video Blog and Podcast as Much as Possible
• Tag All Content

58. CREATE YOUR SUITE OF SOCIAL PROFILES
These are your secondary websites, along with your blog (which
may be at your primary website or at a separate domain):
• MySpace Page
• FaceBook Profile
• LinkedIn Affiliations
• Squidoo Lens

59. SOCIAL MEDIA PROMOTION RECAP
Further Exercises
• Create a Video Promotion Campaign
• Start a Blog, Tag & Promote Posts
• Create Your Suite of Secondary Sites

60. Conversion Analysis
Intensive Training
Maximize Response Rates and Profits
Systematically

61. CONVERSION TESTING
There are two types of
conversion testing and
analysis:
• A/B Split Testing
• Multivariate Testing,
also known as Taguchi
Testing

62. CASE STUDY 1: EMAIL TESTING
A company that regularly conducts and reports on marketing
experiments tested two versions of an email message:
• Version A: couched sales text in an emotionally-charged story
that was making recent headlines
• Version B: didn’t describe the story, but still alluded to
‘recent events in the news

63. CASE STUDY 1: EMAIL TESTING
Version A outperformed Version B dramatically
• CTR increased by 16.5%
• Overall conversion to sales increased by 43.4%
Source: Marketing Experiments Journal

64. CASE STUDY 2: CHALLENGE ASSUMPTIONS
This second experiment challenges common assumptions and
proves that what makes sense doesn’t always make dollars:
• Sales Letter A: personalized with author photo, salutation,
and personal message
• Sales Letter B: identical except without personalization
(photo, salutation, and personal message)

65. CASE STUDY 2: CHALLENGE ASSUMPTIONS
The impersonal sales letter ended up out-performing the
personalized version by 15.3%
Source: Marketing Experiments Journal

66. MULTIVARIATE TESTING
As wonderful as split testing is, multivariate testing is
conversion analysis on steroids:
• Test multiple variations of an element at once
• Test multiple elements at once
• Test multiple variations of multiple elements at once to
determine the best performing combination

67. CASE STUDY 3: MULTIVARIATE AD TESTING
The power of multivariate testing:
CHALLENGE
• Nationwide Unsecured Loans Testing all combinations for
Company these 7 Success Factors
means testing 4,374 ads - far
• 7 Success Factors for E-mail
too time-consuming and
• Pricing: 6 options expensive.
• Subject Line: 3 options
How can the Maximum
• Monthly Fee: 3 options
Response Ad be identified,
• Message Text: 3 options quickly and inexpensively?
• Sender: 3 options
• Opening Fee: 3 options
• Image: 3 options

68. CASE STUDY 3: THE RESULTS
• Solution Applied to a Targeted Nationwide Population
4,374 ads “tested” in 18 tests
• Before-test response: 0.9%
• After-test response: 3.1%
• Response multiplied by 344%
• Testing completed in 3 weeks
• Accomplished on a low budget

69. HOW TO TEST YOUR CONVERSIONS
Split Testing Software
• Google Analytics (free)
www.google.com/analytics
• Split Test Accelerator (paid)
www.MySplitTestAccelerator.com
Multivariate Testing Services & Software
• David Bullock & His Recommended Tools
www.davidbullock.com/testingtools.shtml

70. A NOTE ON OUTSOURCING
We’ve given you the knowledge, resources, and tools to do all of
this yourself. However you may choose to outsource some
or all of your online marketing activities to expert
marketers.
Statistics show:
• In-House SEO accounts for 38% increase in traffic
• Outsourced SEO accounts for 110% increase in traffic

71. EFFECTIVE OUTSOURCING
• Determine your specific goals and metrics
• Keep your team or departments in the loop and your consultant
in touch
• Try not to micro-manage, but do make sure you get weekly
updates and reports complete with statistics and data
• Set project milestones to track and analyze progress

72. THANK YOU!
Joseph Crudup
NewStart Internet &Mobile Consulting
50 Lawrence st Suite 2 New Haven Ct,06511 (203)-903-4745
husltleman@gmail.com
Http://new-start-hosting.com
Contact us for a free consultation on your company’s
particular marketing goals and challenges & receive a
custom made step by step report to get #1 Google Spot