Building An Online Marketing Strategy
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Transcript of Building An Online Marketing Strategy
This slide show was presented by Peter Kent on May 25th, 2005, for the Boulder Writer’s Alliance.
The presentation is © Copyright Peter Kent. You may review this presentation, and forward to friends and colleagues, but must not use it for presentation purposes or any kind of publication, without the permission of Peter Kent.
Peter Kent720-771-3246Peter@PeterKentConsulting.comwww.PeterKentConsulting.com
Why Have a Web Site?
Hand Out a Business Card Sell Offline Customer/Technical Support Provide General Company Information
(a you’ve-got-to-have-it Web site) Sell Online
Hand Out a Business Card
Prominently Displayed URL
…combined with…
Simple Web Site w/Contact Information
Sell Offline: W2S = Web to Store
4th Qtr 2004 Survey (ShopLocal.com) 83M People: Research Online, then … Spent $250 online Spent $400 offline Spent an additional $200 on products not
researched
2005 Web2Store Benchmark Survey, The Dieringer Group
“W2S shoppers rely on the Internet nearly twice as much for local purchasing information compared to traditional shopping media, such as newspaper advertisements and inserts; local TV and radio ads; and other media”
“Off-Channel Shoppers”
Most Internet users are “off-channel” shoppers
Spend more $ offline after online research, than online
Almost half spend extra $ once in the store
Forrester Research
Ways to Sell Online
Auctions – Primarily eBay Marketplaces –
Amazon, PriceGrabber, Overstock.com, uBid.com, SmartBargains.com
Your Own Site
Auctions
eBay Yahoo! Auctions Amazon Auctions
“corvette” Amazon: 31 (0 bids) Yahoo: 55 (2 bids) eBay: 20,887 (10,000 –
11,000 bids) 900 cars
eBay
14,000,000 items listed right this moment! 7,000,000 will sell within the next few days 264,000 eBay Stores 1.7Bn listings/year (~50% sell) $44bn sales/year 61m active buyers
34 Ways to Get People to Your Site
1. Build it and they will come
2. Search Engine Optimization
3. Pay Per Click
4. "Banner" Advertising
5. Trusted Feeds
6. Advertise Through Existing Offline Ads
7. Dedicated Offline Advertising Campaigns
8. Push People to the Site from Your Brick-and-Mortar Store
9. Offline PR10. **Directory Registration
(Including Specialty Directories)11. **Link Placement12. *Reciprocal Linking13. Yellow Pages14. **Local Directories15. *Selling on eBay
16. Direct Mail
17. Shopping Directories
18. **Community Marketing
19. **Blogs – Your Own
20. **Blogs – Other People’s
21. *(?)Affiliate Programs
22. Coupon, Discount, & Freebie Sites
23. *E-mail Newsletters – Your Own
24. *E-mail Newsletters – Other People’s
25. E-mail “Bulletins”
26. *“Giveaways” on Other People’s Sites
27. **Content Syndication
28. *Product Syndication (wallpaper, utilities)
29. Browser Toolbars
30. Viral Marketing
31. Specialty Directories (e.g., Knowledgestorm)
32. Offline Promotional Tie-Ins
33. Customer Referrals
34. In-Package Promotions
Push from Brick-and-Mortar
Local Directories
Shopping Directories
Toolbars
Community Marketing
Coupon, Discount, & Freebie Sites
Content Syndication
Viral Marketing
Specialty Directories
In-Package Promotions
SEO: You’ve Got a Problem
Few Web designers understand SEO There’s a lot of misinformation The Search Engine companies
encourage misinformation Basic mistakes can ensure your site is not
found
Which Search Systems Matter? Google (=AOL, Earthlink, Netscape,
Amazon, etc.) Yahoo! MSN Open Directory Project (=Google,
AOL, 300+ others) Teoma/AskJeeves (=About.com,
Mamma.com, etc.) = 99%+ of all searches
Other Search Engines
Only two reasons:
1. Specialty Search Engines
2. Provide Links
Are You in the Google Index?
How many pages in a site?:site:bwa.org
Particular page?:http://bwa.org/resources/index.htm
You Can Hurt SE Visibility
Frames Invisible Navigation Dynamic Sites, Generated from Database Session IDs Required Cookies
You Can Help SE Visibility
Understand the Keywords Use the Keywords! Simple Pages Text Links Site Maps 404 Pages
Frames
SE May not go through frame definition Each page indexed separately Can’t link to particular page
Real problem with Froogle, et. al.
Solution . . . Don’t use Frames! …. Or….
FRAME DEFINITION Add TITLE Add METAtags Add <NOFRAME> with Indexable
Content
INTERNAL PAGES Add TITLE Add METAtags Add simple text navigation Use <a href="index.html" TARGET =
"_top">Home</a> links
iframes Add internal link to help SEs find
documents
<iframe src="page.html"><a href="page.html" target="_blank">Click here for more Rodent Racing information if your browser doesn't display content in this internal frame.</a></iframe>
Flash & Images
Quick and dirty way to create a Web site Search engines can’t read images Search engines often won’t read Flash If they do, don’t weight text well
Invisible Navigation JavaScript scripts JavaScript links (href="javascript:void(0)"
onclick=" ) Java Applets Flash
Finding Invisible Navigation . . .
Turn off JavaScript Turn off Java Look in source code Loading Java Applet msg
Solution …
Add Text Links … preferably near the top if large pages
Dynamic Web Pages
Sites can be totally invisible
Look at the URL
http://www.cartoys.com/cartoys/category.cfm?&DID=7&TopCat_id=20008&CATID=20105
Search for Page…
Google Toolbar i button cache: Type URL site:domainname.com
Solution…
Create static pages Remove ? / # * % & Reduce parameters to one URL rewriting – mod_rewrite
Session IDs
https://www.savingstreet.com/quickRegistrationPopupHome.do;jsessionid=703E3D0DD00EC53B9A088A6D8B5800E0
Problems: Won’t Index Wrong Page
Solution…
Allow searchbots to crawl w/out session IDs Cloaking Cookies
Required Cookies Turn off cookies and try moving around in
site
Searchbot must be able to receive page w/out accepting cookie!
You Can Help SE Visibility Simple Pages Understand the Keywords Use the Keywords! Text Links Site Maps 404 Pages
Pick the Right Keywords
Overture Google Wordtracker
You Need Content Real text, not images Content rules Multiple pages, interlinked
Use the Keywords! One or Two Phrases per Page
TITLE DESCRIPTION KEYWORDS <H> tags Bold Italic Bullets, etc. Title Case <STRONG>
Keyword Prominence Keyword Density
CSS Vs. <H>
H1 {
font-family: Verdana, Arial, Helvetica, sans-serif;
font-size: 16px;
font-weight: bold;
color: #3D3D3D
}
Other places for keywords…
ALT text Comments <!-- -->
Internal Links Dense interlinking Site Map 404 with site map
Use keywords on links! No click here links
Site Structure Keywords in domain names Keywords in filenames Keywords in directory names Flat directory structure
Remember LocalSearch Include zip code, address, on every page Include address info in TITLE &
DESCRIPTION Find other reasons to mention city name
in content
Local Search – Register Your Business
Register with Yahoo! Register with Google MSN soon?
Entering the Search Engines
1: Submissions (sometimes) 2: Search Engines Find You 3: Paid Inclusion
Registration?
Registration often doesn’t work You need Links! “Paid Inclusion”?
www.lumbermansexchange.comwww.lumbermansexchange.com
www.LumbermansExchange.comwww.LumbermansExchange.com
wwwwww.Lumbermans.LumbermansExchangeExchange..comcom
www.orlythematchmaker.comwww.orlythematchmaker.comwww.OrlyTheMatchmaker.comwww.OrlyTheMatchmaker.com
www.horanandmcconaty.comwww.horanandmcconaty.com
www.HoranAndMcConaty.comwww.HoranAndMcConaty.com
wwwwww..HoranHoranAndAndMcConatyMcConaty..comcom
www.horanandmcconaty.comwww.horanandmcconaty.com
wwwwww..HoranHoranAndAndMcConatyMcConaty..comcom
www.relaxtheback.com www.RelaxTheBack.com
www.mallofamerica.com www.MallOfAmerica.com
www.sanyolcd.com www.SanyoLCD.com
www.sprintpcs.com www.SprintPCS.com
Peter Kent720-771-3246Peter@PeterKentConsulting.comwww.PeterKentConsulting.com
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