This document discusses internet marketing strategies for small and medium-sized businesses. It recommends creating a professional website with clear objectives, optimized for search engines and fast loading. Regular updates and multilingual content in Italian and English are suggested. Generating website traffic through search engine optimization, email marketing, reciprocal links, banners and online promotion is covered. Testing the site for 15 days before launch is advised to improve the user experience.

1. Internet Marketing
You can use Internet to find
new Customers?
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2. Intro
 1) Presentation of speakers
 2) WHY THE COURSE ON INTERNET MARKETING
 The International development of Internet and Italy in particular
has reached a level where it is necessary to act in a professional
manner (in Italy there are about 15,000,000 subscribers to the
network, and at least 2,500,000 "navigators professionals").
 Italy that is not "price leader" that can never afford to produce
and sell manufactured goods of any value and the level of China or
Taiwan or other countries and almost reflex, could secure "a place
in the sun" in become difficult and complicated world of ONLINE
COMMERCE.
 Promotion and marketing for years are a key factor of success of
different enterprises, Small, Medium, Large.
 Internet is an extraordinary opportunity to promote those
enterprises (SME’s primarily) that otherwise could not secure
enough "visibility" in the world or even Europe, if not with
advertising costs for the most untenable.
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3. Intro
Echoing the techniques we're going to describe, a company of small
size could be an important trading place, without having to invest
huge.
So, Small and Medium Enterprises, Artisans wishing to develop a site
of quality, promotional activities targeted and efficient, can use
this knowledge to analyze the structure and operation of its
business and possibly improve existing business or start-up.
Our intention is to offer a practical framework, possibly using a
language not too technical but enough to understand the options
available, to monitor and provide "guiding principles" that can still
be used for promotion of its product.
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4. Construction of the website:
strategic choices
Market
Definition of Segmentation for
objectives and countries or
niches and geographic areas
superniches The global trade and
Differentiate logistics choices
themselves from
competitors
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5. Technical Marketing and online
promotion
Generate "traffic" Banner: on-line and
(and keep it) on paper
Search Engines and The secrets of a
Portals successful mail
Marketing 1on1; Dedicate resources
Mailing; Links
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6. We left this section specially after the marketing efforts because you saw how many direct and indirect
implications are there in the play of the promotion-oriented and above all "which would make it" in terms of
visits to our site that are going to build.
Those who visit a site is as if he had a mission to fulfill: it is trying something. A ticket to a concert, time
and availability of trains or planes, an address or a phone number or a product.
We must ensure that the site you are visiting is "THE SITE".
It 'clear that the foundations of which we spoke just now we must be even more clear: we must first,
before building a successful site, get some' from the person who buys, whatever. And to do the tests,
wondering what we would like to see.
For a good "navigation" should provide, to our way of thinking, to put at ease the visitor with images
reassuring and convincing. We need to create trust. AND PROFESSIONALISM '. Inclusion in an
extravagance that must have little: who buys, almost always, at least in the world of the Internet, knows
what she wants. The implications that arise on the form of payment for example (you clear all the "scams
telematics"), lead the user to reduce it to the navigation and time of choice.
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7. So, first of all say that the DOWNLOAD and must be fast for any type of computer (or at
least the best sellers), then nothing "cutting-edge technologies" that provide, if possible, a
few animations or animated graphics, so distract, and irritate we bring a little 'time to load
and provide that perhaps, the visitor does not have the ultimate new computers and therefore
we must make him little time to open up our page.
Let the latest technology only to sites that require, for example when we want to give on-line
maintenance services for specific products (take for example the locations of some
manufacturers of machine tools: they included short films, which vary depending model, to see
how you change a tool or how to cure a given maintenance etc..).
Do not use too many icons that is expected to focus the attention of visitors in one part of
the "page" of interest. Remember, browsing, few people read, the more simply scroll the page
with your eyes looking for something that attracts attention.
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8. LANGUAGES: Italian, say by force, then we expect a clear and concise. Again, needless to
dwell: the product XY may occur in Z at time X. Much of brevity, if possible. Add or specify
the ONLY REAL difference with the other competitors. Both the boater will notice if buying
is good or not! Especially Italian!
English because the language of the Internet world, so we do not even question. Eye to
translations: Let them act as an expert!
A system of promotion, we have seen, are the RECIPROCAL LINK. Work well because they
increase the "visibility" to our site. The dilemma opens when we click the inherence with our
product will be corrected to show a link that sells bananas on our website that we produce
BICYCLES?
The answer is not easy to solve, just common sense we would say not to do so. Sure if the link
the banana is the DEL MONTE, maybe we acquire prestige. So it's all pretty relative.
Say, as a guide, which should bind to sites concerning our industry, but other things in space is
not too bad and puts us in a not too rigid, that is fine.
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9. The outline of navigation should be consistent ie if your website is planning to go
through several pages, as all should have the same basic structure (positioning of
the icon for e-mail in the same place, always address the same place and so on. )
The pages of plain text and then work a little, at least in the pages of SALE. Not
dwell too much in, for example, the history of the text: a few words to say that the
company has 45 years of tradition, not to say that the founder was a blameless and
loving family, who think that really interests ?
Please note that browsers are becoming experts and then "go immediately to
the point": if in a few minutes, perhaps seconds do not give them the
information they need, they will visit other sites.
Update the content regularly to provide a slight "restayling" of the website,
perhaps indicating and entering the last model produced by our company or been a
change of address or phone number (banality, you say, check how many addresses
are incorrect, it you will see the beautiful!).
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10. TEST: Before you publish your website, we recommend doing a test period, do not
radically change course to the website, as happens sometimes, just to bring the
corrections, if necessary.
We recommend to make tests of navigation to a small number of people, preferably
experienced surfers, who say a critical thing and what goes wrong with your
website. From our experience we have had some surprises that would be too bitter
when the website is already online.
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11. Development of Online Marketing
 Knowledge of Strategy
Competitor by :
Online promotion
 Search Engine
 Specialized Portals
 Discussion Groups
 Traditional forms
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12. Search Engines
What are Examples:
Altavista
How They Work Yahoo
Lycos
Google
Clusty
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13. Portals
What are  Examples:
 Confarm.org
 Trentino.to
 Cdo.it
 Rafting.it
 Cai.it
 Snowboard.it
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14. How to generate “traffic”
 Background :  E-mail: find addresses to
 Choice of domain specific websites
 Write a promotional Email
 Reciprocal Links
 “Minor” server?
 Banner: on-line and on paper
 Discussion Groups (valid?
 Web designers
(professionals only!) Used as chat?)
 Blog?
 Marketing 1on1 (direct
 Inclusion in the Search
contact with the Consumer)
Engines (implication: the
selection of keyword)
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15. Build a website
Choosing Web NO to the"cutting-
designers edge technologies"
“Light” navigation Contents always
Clear objectives updated
15 days test Linguages: italian and
english?
Enter the "benefit"
for seafarers “Related” links??
Secure Server
“Short pages”
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16. The secrets to a successful website
 Right approach Opening a website is
 Commitment / like opening a
Reliability restaurant in the
 Using professionals !! middle of the
 Clear Timing forest: no one knows
 PROMOTION, that there is!
 PROMOTION,
 PROMOTION!!
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17. So we hope you have met, if not all your questions, at least a good part.
You understand that the "magic wand" does not exist, nor we can we will provide.
The keys to success are many and consist mainly in having the right approach, an
overall view of a clear and constant personal commitment.
The on-line Commerce is a serious thing, we had several customers who told us: I
have built a site from a friend and not even 6 months after a new customer: it is no
wonder! I do not ever find! If we can do without the professionals in this new field,
we have already committed a mistake. At base, we have repeatedly said there must
be the professionalism '.
And have clear time and the goals that we pursue.
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18. Finally, we wrote in the paper that we have delivered:
PROMOTION PROMOTION PROMOTION!
The staff in this effort must be CONSISTENT.
We also said DEDICATE RESOURCES: not only economic (we have seen that say
ON, low), if your company is of medium size, a responsible officer of reading daily
e-mail.
So prepared an archive of information received and those sent, as is done with the
regular mail. When you have filled a classifier, we are sure that you have achieved
your purpose (rif. Italian Law signed by ex Minister for Technological Innovation
Lucio Stanca, which provides standard and the PEC (Posta Elettronica Certified), an
instrument that allows the use of like the mail with return receipt)
Remember: open a website, now that the pages on-line are more than five million,
will be opening a restaurant in the middle of the forest: if nobody knows that there
is, how many customers think that you can have???
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19. Our contact details
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