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Internet and Social Marketing Basics
Internet and Social Marketing Basics
Score114Score114Presented by John Lafare
Presented by John [email protected]
US retail online spendingUS retail online spending
Source: ComScore
Why are we here, then?Why are we here, then?• In today’s world you need to harness the
Internet or prepare to be obsolete
• An effective Web presence will provide a definite marketing edge
• On the other hand, you often set up a site and nothing happens
• The Internet allows anyone with a few dollars and a little bit of knowledge to become a writer, designer, or publisher
• But in their haste, many overlook the reasons for doing so
Presentation objectivesPresentation objectives• Review basic Internet concepts
• Highlight elements of an effective Web presence.
• Discuss basics facts of marketing using the Internet
• Provide a brief introduction to key Internet Marketing tools and techniques
• Internet Marketing is a huge topic
• This is a generic introduction:– The coverage may be too basic for some– It may not be detailed enough for others
• Not meant to be a complete discussion of everything Web or e-Commerce
What this presentation is/isn’tWhat this presentation is/isn’t
Over 2,500 pages
Upcoming advanced workshopsUpcoming advanced workshops
Workshop Dates / Times Location
Internet Marketing-The MAGIC of Getting Found
March 2nd
9 am – 12 noonNational University
Align Social Media and Internet Marketing To Drive Business Objectives
March 185 to 8 pm
IKEA
What the material is really aboutWhat the material is really about
• We will talk a lot about technology• But technology is the means, not the end• It’s more about:
– Ways to harness the technology– Taking a long view of Internet opportunities– Being thoughtful about the Website
investment
Network of networks that has been around since the 60’s
About 1 trillion URLs(internet addresses)
About 240 million Web servers
40 to 50 billion visible pages
2008-2009growth = 12%
How big Is the Internet?How big Is the Internet?
What’s the point?What’s the point?• It’s huge out there, and traffic to your web
site will not grow by virtue of exposure to sunshine
• If you want to be found:1. Follow a disciplined marketing process2. Be smart about technology
• Google was incorporated in 1998• Started with 28 million pages to index• July ‘08: indexed over one trillion pages
The search engine spaceThe search engine space
• Some sites get less than 25% of visits from search results
• Other sources:– Direct Traffic– Social Bookmarking– Blogging– Email Marketing– Affiliates, Partner Sites– Traditional Media– Directories– Pay Per Click
Advertising– Banner Ads– Etc, ….
Tracking traffic sources using Google Analytics
Where does traffic come from?Where does traffic come from?
Social networksSocial networks• Over 100 million social networking sites• The most important are:
– Facebook.com: over 150 million members– MySpace.com: 191 million members – Linkedin.com: 12.5 million members, a tool
for business networking– del.icio.us: social bookmarking web
service, now part of Yahoo!– digg.com: used to help discover and share
content from anywhere on the Internet– Twitter.com: allows users to send "updates"
(text-based posts up to 140 characters long)
• Google now rolling out Buzz
Global browser market sharesGlobal browser market shares
Internet Explorer, 61.78%
Firefox, 25.47%
Safari, 5.26%
Chrome, 4.01%
Opera, 1.37%
Other, 2.11%
Mean of several estimates of usage statistics
Connecting to the InternetConnecting to the Internet• An Internet Service Provider (ISP) offers
access to the Internet• Data transmission technologies include dial-
up, DSL, cable modem, wireless, …
CountryUnique IPs
Q2 ‘09YOY
Growth
Global 424,808,918 +22.7%
1 United States 115,323,620 +13.1%
2 China 46,132,899 +35.7%
3 Japan 30,453,662 +19.6%
4 Germany 29,501,565 +23.8%
5 France 20,071,871 +18.7%
StateIP per Capita
1 Georgia 0.62
2 Washington 0.62
3 Missouri 0.57
4 Illinois 0.54
5 New Jersey 0.53
6 Massachusetts 0.51
7 Colorado 0.48
8 Utah 0.47
9 Rhode Island 0.46
10 Arizona 0.43
Internet penetration statistics
Web hostsWeb hosts• A web hosting service allows you to make
your website accessible via the World Wide Web
• Web hosts provide:– Space on a server they own or lease – Internet connectivity
www.findmyhosting.com
webhostinggeeks.com
reviews.cnet.com/web-hosting
• Uniform Resource Locator (URL) shows:1. The name of the mechanism (or scheme)
for retrieving the Web page2. The Internet location of the resource
Example
http Hypertext Transfer Protocolhttps Denotes a secure Web site www “Host name”score114 Domain name (more later).com Domain name suffix (more later)
http://www.score114.com/index.html
Uniform Resource LocatorUniform Resource Locator
• The domain name is the heart of your Web site
• It helps establish a strong brand identity
• Buy the domain name before: – You launch your business– Create a Web site
• Some top domain name registrars:
Domain names are business-criticalDomain names are business-critical
• Easy to spell, say, read, remember, understand
• Strong, concise
• Ideally reflects the nature of your business
• If it contains keywords relevant to the industry you operate in, it can help drive traffic to your site
• Be aware of how people may mistype the domain name
Choosing a domain nameChoosing a domain name
Choosing domain name extensionsChoosing domain name extensions
• The original big 3:– .com for commercial organizations– .net for network services such as ISPs – .org for non-profit organizations
• Country-level top domains:– .de for Germany– .jp for Japan, and so on
• Other common extensions:– .gov for governmental entities– .edu for educational institutions– .tv for entertainment sites
• .biz for business use only:– .com is generally preferable– .biz a good alternative
Hypertext Markup LanguageHypertext Markup Language
• HTML is the markup language for the creation of structured Web documents
• Can be used to create interactive forms
• Written in the form of HTML elements consisting of "tags”
• Can include:– Scripts in languages such as JavaScript
which affect the behavior of Web browsers– Cascading Style Sheets (CSS) to define the
appearance and layout of Web pages
HTML coding exampleHTML coding exampleTo view the HTML source of web pages:1. Right click on the Web page2. Select “View Page Source”
Cascading Style Sheets (CSS)Cascading Style Sheets (CSS)
• Style sheet language used to describe the look and format of HTML documents
• Helps separate style from content
• Multiple pages can share formatting, reducing complexity and repetition in the structural content
• Allows styling pages differently for printing, as well as other user agents like voice, and mobile devices
CSS coding exampleCSS coding example
Example: Shea Homes MobileExample: Shea Homes Mobile
Shea Homes Web pages repurposed and delivered via an iPhone app, providing:
– Detailed info about Shea communities
– Ability to browse all available plans
– Prices, square footage, floor plans, exterior images
– Calling and driving directions
– Frequent updates– Access to Shea Home’s
Facebook and Twitter pages
Verifying browser compatibilityVerifying browser compatibility• The Web browser is a translation device:
– Documents written in HTML are translated into a formatted Web page
– Translation rules are subject to interpretation
– Support for HTML tags not universal
• You might build your pages with parts of HTML that not all browsers understand
• Tools exist to help test how your Web pages display with different browsers
Keywords and keyphrasesKeywords and keyphrases• The basis of ALL search engine rankings• Users enter keyphrases in Search Engines to
get the information they need• Optimizing for keyphrases is critical• Tools available for keyword suggestions and
keyword traffic estimates
Google’s Keyword Tool
Search engine results pagesSearch engine results pages• Organic search results appear because of
their relevance to the search terms• Non-organic results are the product of ads
such as pay-per-click advertising
What is a funnel?What is a funnel?• Paths through your site visitors follow before
converting to the desired action• Surveys, shopping carts, multi-page forms
are examples of funnels
Big Sale
Small Sale
Inquiries
Visitors
The Funnel Model• Each page between an entrance page
and a conversion page is an opportunity for the visitor to be distracted and leave
• If your most popular conversion funnels are too intricate, any potential for selling may be lost
Web beasts: crawlers and spidersWeb beasts: crawlers and spiders
• A bot is a software agent• Crawlers / spiders are types of
bots• Bots browse the Web in a
methodical, automated manner• Googlebot: search bot which
collects Web documents to build the index used by the Google search engine
• Other search bots: Yahoo! Slurp and MSNbot
What is a directory?What is a directory?• A listing of websites, by category• If you are listed, crawler-based search
engines are more likely to find your site • For commercial categories, Yahoo! requires
a submission fee of $299/year • The Open Directory, used by Google and
others is free
What is online bookmarking?What is online bookmarking?• Method used to share, organize, search, and
manage bookmarks of Web resources • The resources themselves aren't shared,
merely bookmarks that reference them• They are free and can facilitate visits to your
internet property because people use them to find information
• See the following top bookmark services:
Who are those Web people?Who are those Web people?
When you negotiate a development contract:1. Know what the skills are2. Understand how experience relates to your business
Web Administrator
Web Developer
Web Designer Design sites that are attractive, interesting, functional, and useful
Use programming, scripting, and database integration tools for professional, effective, and well-organized client and server-side coding
Oversees your Web site / server. In-depth knowledge of networking, well-versed in security and troubleshooting
The challenges of Internet sellingThe challenges of Internet selling
How do we sell on the Internet?
It’s the marketing ….
Learning from others ….
Understanding the sales cycle
Applying the AIDA model
Marketing strategy questions
• No eye contact
• No talking, no lunches
• No physical interaction
How do we sell on the Internet?How do we sell on the Internet?
• Open a storefront on a busy "real world" street, visitors will spill in and buy
• On the Internet, people aren't looking for you, they are looking for information
• And you don’t have weeks, or days, or hours, or even minutes to sell
How do we sell then? How do we sell then? • It’s about content, especially words• A content-driven is helpful because it is
filled with useful, informative content • Search engines love content-filled sites
because their service caters to people who use them to find information
• The secondary purpose of the website is to make money for the website owner
• It sounds strange the website won't make you any money without traffic
• A content-driven approach on your home page can lead to increased sales
You can learn from others ….You can learn from others ….
http://www.webpagesthatsuck.com/
It’s the marketing …..It’s the marketing …..• Creating an online store first, then worrying about
visitors is doing it backwards• The stores may look professional, but 9 times out of
10 nobody's browsing or searching • Most importantly, nobody's buying and 98% die and
give up within a year
• The goal is to convert as many visitors as possible into clients
• People who surf the web are impatient
• Many selling formulas • The AIDA formula is the
easiest one to use for any selling situation
Attention
Interest
Desire
Action
Understanding the sales cycleUnderstanding the sales cycle
Step ExampleAttention Save top dollars on laser printers!
Interest We have printers for every need and every budget, click here to compare features and prices
Desire Order within 72 hours and save 30%!
Action Click here to buy now, supply limited
Applying the AIDA modelApplying the AIDA model
1. Get the prospect’s attention2. Build interest by offering multiple benefits3. Build desire by making your offer irresistible4. Ask people to buy and make it easy for them to
take action
Tracking keywords with the most profit potential
Tracking the performance of affiliate programs
http://www.conversionprophet.com/
Help determine if the Web site effectively follows the AIDA formula
Testing to determine the most effective headline
AIDA-inspired tracking toolsAIDA-inspired tracking tools
Key marketing strategy questionsKey marketing strategy questionsSet your goals
– Why do you want a Web site?– How does the site fit the overall plan?– What’s the size of the market you can
reach?– What are the goals for your Web site?
Develop your strategy– Who is your Web site target audience?– What typically appeals to your audience?– How are competitors reaching the target?– How will you measure your performance?– What will your Web site do for your
clients?– How will it stand above the competition?
The tools of Internet marketingThe tools of Internet marketing
Web analytics
Search Engine OptimizationLanding page optimization
Search Engine Marketing
Web site linking
Paid advertising
Affiliate marketingSocial media marketing
E-mail marketing
Mobile marketingGoogle maps
Web AnalyticsWeb Analytics
• Measurement, collection, analysis and reporting of internet data to understand and optimize web usage
• Off-site analytics can be used even if you do not own or maintain a website
• On-site analytics measure a visitor's journey once on your website
• Google Analytics are used by 50% of the top 100 Internet sites
http://www.google.com/analytics/
Web analytics reporting Web analytics reporting
How do we use Web analytics?How do we use Web analytics?
Search Engine Optimization (SEO)Search Engine Optimization (SEO)• Process for improving the volume or quality
of traffic from search engines via "natural“ (or un-paid) search results
• Search engine marketing (SEM) deals with paid advertising / sponsored links
• SEO considers how search engines work and what people search for
• Optimization primarily involves editing content, HTML, associated coding to:1. Increase relevance to specific keywords2. Remove barriers to the indexing activities
of search engines
How do I improve search rankings?How do I improve search rankings?
1. Site optimization:– Place the right keywords in the right places– Enhance your site’s accessibility by search
engines
2. Site popularity increased by:– Online and offline marketing– Link popularity
3. Link popularity: – The more sites that link to you, the more
people will find your site
How to increase link popularityHow to increase link popularity
• The best place to start any linking strategy is with Web directories
• The two biggest, by far, are Yahoo! and the Open Directory (used by Google)
• The long-term approach:1. Create first-rate content2. Look for websites, ask them to link to you3. Write articles and press releases
How to look up sites for linkingHow to look up sites for linking
1. Go to a search engine and type in words related to what your business does
2. Sift through the Web sites in directories such as Yahoo! or the Open Directory:– Find who's linking to both you and other
sites– Check who's linking to them
3. To see a list of the inbound links to a Website go to Google and type
inlink:http://www.URL.com• Now that you've found the sites:
– Ask them to link to you– Offer a link exchange
Search Engine Marketing (SEM)Search Engine Marketing (SEM)• Search Engine Marketing includes:
– Search Engine Optimization– Paid advertising– Maps optimization– Rich media management
• SEM effectiveness is maximized when your site appears high in each areas at the same time
• Search marketing now extended to include Social Media Marketing
• SEM ’09 spending estimated at $14.7B
Paid advertisingPaid advertising• Pay per click (PPC) advertisers pay their
host when their ad is clicked • Websites utilizing PPC ads will display the ad
when a keyword query matches an advertiser's keyword list
• Cost per click (CPC) is the amount of money an advertiser pays for a single click that brings one visitor to the site
The 3 Largest Operators
Contextual AdvertisingContextual Advertising• Contextual advertising systems:
1. Scan the text of a website for keywords2. Return advertisements based on what the
user is viewing• Google AdSense was the first major
contextual advertising program• Others: Yahoo! Publisher Network, Microsoft
adCenter, Ad-in-Motion, …• Has made a major impact on earnings of
many websites • Because the ads are more targeted, they
are more likely to be clicked
Landing Page Optimization (LPO)Landing Page Optimization (LPO)
• However they find you, the landing page is the first page your customers see
• If it’s not exactly what they’re looking for, they will leave
• Landing page optimization (LPO) is part of a process called Conversion Rate Optimization (CRO)
• The goal is to improve the percentage of visitors that become sales leads and customers
LPO scienceLPO science• 3 major types based on targeting:
– Associative content targeting used for consumer segmentation
– Predictive content targeting to anticipate future actions based on predictive analytics
– Consumer directed targeting based on reviews, ratings, tagging, referrals, etc.
• 2 major types based on experimentation:– Closed-ended experimentation where users
are exposed to several variations of landing pages while their behavior is observed
– Open-ended experimentation where the experimentation is ongoing and the landing page is adjusted dynamically
Key to great landing pagesKey to great landing pages• Search engines and other Web sites may
point to whatever page they choose• Every page on your site could therefore be a
“lander”• Key questions:
– What parts of your sites are mission-critical?
– Who is your landing page designed for?– What is the desired conversion action?
• Web analytics can be used to:– Find the pages that get the most traffic– Verify they drive proportional conversions
• Some claim 15-50% increase in profits
Some top landing page tacticsSome top landing page tactics1. Keep it simple, give it to them quick2. Tell them where they are, put language at the top
telling them they’ve landed in the right place3. Don’t get too tricky, don’t try to wow your visitors,
leave them in control4. Offer multiple calls to action, make it easy for
people to take action when they’re ready5. Experiment with registration forms, ask only for
the data you need for your business6. Eye-tracking: make sure your visual cues help
visitors advance down your funnel7. Take nothing for granted
Affiliate marketingAffiliate marketing• A business rewards affiliates for each visitor
or customer brought about by the affiliate's marketing efforts
• Example: rewards sites, Office Depot affiliate program
Affiliate marketing service providers
Social media marketingSocial media marketing• Use of online communities, blogs, social
networks for marketing, sales, public relations, customer service
• Common social media marketing tools:
YouTube
Facebook TwitterLinkedIn
Flickr Blog.com
Facebook pages enable businesses to easily establish a brand presence
Facebook pages can be linked to your Twitter account
E-mail marketingE-mail marketing• Having a Web site and e-mail marketing
campaigns account for 80-90% of many retailers’ marketing activities
• E-mail offers excellent returns:– Inexpensive: compare it to postcards– Fast: no time spent printing, sorting, etc …– Accessible: connect whenever you want– Targeted: messages go straight to those
who do business with you. – Specific: messages tailored for each person– Trackable: technology counts responses– Bonding: e-mail creates customer
awareness– Eco-friendly: e-mails don’t deplete forests
E-mail marketing not a solo sport E-mail marketing not a solo sport • Not evident that you can spend less money
by designing and developing your own e-mail marketing campaigns
• It can be a very technical endeavor• Also consider legal issues• E-mail service providers (ESP) provide:
– Improved e-mail deliverability– Database and list management– E-mail template design– E-mail message and content creation– Tracking and reporting– Advice and consulting
Blog marketingBlog marketing• A blog is sort of online shared journal• Marketers can use blogs to:
– Enhance search engine marketing– Provide direct communications to customers – Build brands– Differentiate yourself from your competitors– Market yourself to various niches– Create media and public relations
campaigns– Position you as an expert
WordPressCustomers
Navigating the bloggosphereNavigating the bloggosphere• Blogger outreach aims at identification of
influencers who reach your customer• Need to reach bloggers without coming
across as heavy-handed, too commercial• Out of 10 million+ active blogs, about 10,000
with significant traffic• Use blogger networks such as Federated
Media to align with appropriate blogs • Use blog search engines to crawl the
blogosphere to get sense of discussions about specific topics, brands
Podcast marketingPodcast marketing• Mobile media solution which gives the ability
to connect on-demand • Customers used to consuming media
choices on their own schedules• Given challenges of generating media
coverage in a shrinking news market, business become its own broadcaster
• Podcasts / videos format more engaging than the Web’s static text
• Direct marketing uses:– Interviews, special promotions– Highlights / explanation of products /
services– Training, demonstrations
Drive business using Google mapsDrive business using Google maps• 7.5 million global
searches per month• Mapping technology
combined with local business information
• Visit the Google Local Business Center
Elements of mobile marketingElements of mobile marketing• Enable communications and audience
engagement in an interactive, relevant manner via mobile devices or networks
• Mobile marketing can be used to enhance all your marketing activities
• Challenges presented by mobile devices:– Smaller screens– Mobile phones have no mice or no printers– Numerous operating systems, networks– Bandwith may be restricted– Data connections and messaging cost
money
http://www.mobilecommercedaily.com/