Internet marketing overview

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A basic primer on internet marketing

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Internet marketing overview

  1. 1. Internet Marketing Overview Tom Gray Gray eMarketing Solutions 303.882.8252 tom.gray@gemsolv.com04/08/12 presented by Gray eMarketing Solutions 1
  2. 2. Overview► CURRENT BUSINESS STATE … demographic consists of bureaus and those clients the bureaus refer ... for the sole purpose of viewing highlights of Alan’s speeches … never (change) without the input of our gold level bureaus. When dealing this particular demographic…metrics don’t really add value.04/08/12 presented by Gray eMarketing Solutions 2
  3. 3. Overview (cont.)► FUTURE BUSINESS STATE In rebuilding our website … continue working to the specifications of our existing demographic. However, we want to build our site with an eye to the future … more products and services that are geared toward consumers other than bureaus: … corporations to individuals … it will be crucial that we have the capability to drive people to particular sections of our site … we will need to track their behavior on our site. To assist us on our journey to the future state and help us once we’re there, we are looking for someone to conduct the following activities: · Work with our web designer and us to architect data collection points ... · Collect metrics and present recommendations to us based on … analysis ... · In conjunction with … web designer and us, execute and/or direct website changes ...04/08/12 presented by Gray eMarketing Solutions 3
  4. 4. IntroductionYou spoke about building in data collection points on your redeveloped future web site. The language I prefer is “Call to Action” (CTA) or perhaps, Decision Points. Because, in a very real way, your whole site is one big data collection point. You have the capacity to track every visitor’s action on every page they visit.► So the task becomes determining what actions to track or, more purposefully, what CTAs you place on each page to guide their path to the outcomes you desire.04/08/12 presented by Gray eMarketing Solutions 4
  5. 5. Introduction►A CTA can be as obvious as  View my Video,  Buy My Book,  Book Me for Your Event.► They can be less obvious e.g.,  subscribe to my ezine or  click here, rather than there.  Example – RealPlayer provides a free media player but they want you to buy their enhanced version so the page you visit to download the free version has one small, deemphasized link to the free download and two colorful, bright CTAs to purchase their premium player.04/08/12 presented by Gray eMarketing Solutions 5
  6. 6. Example: Call To Action04/08/12 presented by Gray eMarketing Solutions 6
  7. 7. Introduction► So the focus needs to be to  create strong CTAs,  place them appropriately and then  track their effectiveness in motivating your visitor to take those actions.► The best terminology I’ve heard to describe this process is developing a site’s Persuasion Architecture.04/08/12 presented by Gray eMarketing Solutions 7
  8. 8. Types of CTAsThere are 2 kinds of CTAs you want to develop and track.► Internally Generated. These are all the calls that generate on your site. View Video, Buy Book, Book Keynote, Click Here, Subscribe, Take Survey etc. and► Externally Generated from PPC programs, Search Engine, Direct Mail, Linking Strategies, etc.Both work together with the External CTAs handing the browser over to the Internal CTAs at the web site entry point.04/08/12 presented by Gray eMarketing Solutions 8
  9. 9. GeM’s Solutions► Architectural: Focusing on the Persuasiveness of the site the goal is to serve the right information in the right context or format that supports your business case and the goals of your targeted traffic.  Determine Navigational Structure & Flow – site map  Develop CTAs and propagate appropriately throughout site  Develop templates – not design, but structure – of how particular types of information is served to visitors and the appropriate CTAs. Example: An article on leadership might provide a link to a book on leadership and an overview of the appropriate keynote topic or a survey soliciting their feedback.04/08/12 presented by Gray eMarketing Solutions 9
  10. 10. GeM’s Solutions► Traffic Generation (Inbound): Building the Right kind of site traffic that supports your business objectives  Site optimization: including keyword & phrase research and selection that is then properly propagated throughout the site both visibly (content) and invisibly (meta & image tags, nav links, etc.)  SE registration and monitoring to insure your site is found by those using search engines to look for the services and products you offer  Paid search via Overture (PPC) or Google (Adsense/Words)  Linking Strategies that go beyond simple and ineffective link exchanges to create valuable links on important sites to your niche, industry & expertise – Google PageRank  Advise and Recommend Appropriate off-line initiatives to build on-line traffic.04/08/12 presented by Gray eMarketing Solutions 10
  11. 11. GeM’s Solutions► Email-based initiatives (Outbound) development and implementation to leverage and build your existing contact database.  Ezine or e-newsletter development and implementation ► List management and development  Subscribe/Unsubscribe  CAN-SPAM compliance  List growth ► Broadcast services  E-promotional activities to promote specific services & products to your email list04/08/12 presented by Gray eMarketing Solutions 11
  12. 12. GeM’s Solutions► Tracking and Analysis that assesses all aspects of your e-based marketing efforts but, in particular, making sure that your CTAs are effective and that your ROI meets and exceeds your requirements.► Coordination and Project Management – working with your web development and design resources to insure that your requirements are properly and efficiently implemented.04/08/12 presented by Gray eMarketing Solutions 12
  13. 13. GeM’s Solutions► Coordination and Project Management – working with your web development and design resources to insure that your requirements are properly and efficiently implemented.04/08/12 presented by Gray eMarketing Solutions 13
  14. 14. Pricing► Flexible Pricing to Meet your Budget & Needs.  Architectural Development – $ 500 – site map, page structure (templates), navigation, CTAs – doesn’t include building the pages or graphics.  SE optimization, registration, tracking and tuning – $2100 – Time Frame: 3 months.  Linking Strategy – $2250 – develop value proposition, research, contact and follow up with desired sites.  Ezine Development - $750 - plus $175/ issue including assembly, launch and tracking but not content  Tracking – depends on tool selected, would recommend and work with developer to implement on an hourly basis at $75/hr. No more than 2 hours  On-going (Project Management, Consulting, etc.) - $75/hour or $500/day04/08/12 presented by Gray eMarketing Solutions 14
  15. 15. Thank you► For questions, clarification or more information:  Tom Gray Gray eMarketing Solutions 303.882.8252 tom.gray@gemsolv.com04/08/12 presented by Gray eMarketing Solutions 15

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