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Internet Marketing Made Easy

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Search Engine Optimization (SEO) ... multiple email clients (Outlook, Apple Mail, Thunderbird, Hotmail, Yahoo, Comcast, Gmail etc. ... – PowerPoint PPT presentation

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Title: Internet Marketing Made Easy


1
Internet Marketing Made Easy
2
Topics
  • Website
  • Internet Advertising
  • Email Marketing

3
Website
  • Do you really need a website?
  • What do you want your website to do for the
    business?
  • Is the website for new or existing customers?
  • What information will you convey?
  • Annual budget? Year 1 and beyond.
  • Who will build the website?
  • Who will maintain the website?

4
Website Best Practices
  • Simple design/layout
  • Develop for approximately 800 px wide
  • Limit technologies like Flash Javascript
  • Use images and video judiciously
  • Be aware of above the fold
  • Test against multiple versions of multiple
    browsers Internet Explorer, Firefox, Safari
  • Use absolute links versus relative
  • Develop an integrated plan

5
Website Mechanics
  • Select an easy to remember Domain Name
  • check availability at www.joker.com
  • .com, .net, .org, .info
  • Domain Registration 10.00 / year
  • Sometimes free with hosting
  • Website hosting as little as 7.00 / month
  • Bluehost, LunarPages 4.95/mo
  • Look for web tools, site builders, SQL, email

6
Website Mechanics
  • Static / Stand Alone
  • Open Source HTML/CSS Templates
  • Or designed ground up by a web designer using
    Dreamweaver, etc.
  • Content Management System (CMS)?
  • Big sites, lots of varied content types, changes
    frequently Drupal, Joomla.
  • Blogs as websites
  • Small to mid sized, dynamic content, updated
    frequently
  • Wordpress, Blogger etc.. also BlogSpot. And
    MySpace page as a website? bands, etc.
  • Social Network Sites as your website
  • Myspace, Facebook
  • Cart
  • Specializing in eCommerce
  • ZenCart, CubeCart, OSCommerce
  • Paypal, Authorize.net, CDGCommerce.com

7
Website Mechanics
  • Search Engine Optimization (SEO)?
  • Metatags Keywords, some search engines don't
    place as much value on these because they have
    been abused in the past (Google). See the 4
    metrics below.
  • The value of people linking to you PageRank
  • Do not abuse. Google will ban you if you are
    caught using a link farm, etc.
  • Google.com/webmaster (submit your own site) free
  • Content is King keyword prominence, keyword
    proximity, keyword density, keyword frequency.
  • Google Sitemap as a tool to improve site crawler
    frequency and seo rankings.
  • DMOZ.org Largest human edited website
    directory, feeds into some search engines like
    askjeeves, etc
  • Links to Help
  • www.seomoz.org
  • seo-theory.com
  • www.orangesoda.com

8
Internet Advertising
9
Internet Advertising
  • Know and understand your audience
  • Who do you want to talk to?
  • Where do they go on the Internet?
  • How do you advertise there?
  • Is there a limiter (age, income, geography)
  • What is your budget?
  • Develop an integrated plan

10
Internet Advertising
  • CPM (cost per impression, /k), CPV (cost per
    visitor), CPC/PPC (cost per click), CPA (cost per
    action, affliates)
  • Ad servers
  • Googe, DoubleClick, Yahoo, MSN, AOL, AdBrite
  • Beware ad networks supporting spyware
  • Roll your own Smart AdServer, DoubleClick,
    OpenX, AdTech
  • Affiliate Programs
  • Aggregators
  • Per site
  • Banner ads
  • Space Trades

11
Internet Advertising Mechanics
  • Define Budget
  • Define listing target audience
  • Work to the integrated plan
  • Create Ad content (text / image)?
  • Multiple variations
  • Metatags, descriptors
  • Create ad (specs provided by hosting site)?
  • Link to page on website (measure hits)?
  • Submit to GoogleAds, ad servers, aggregators etc

12
Internet Advertising Mechanics
  • Measure ROI on CPC, CPM etc..
  • Do the Math..
  • Actually do the math (CPC x Clicks per month
    advertising per month)
  • Determine alternative audiences
  • Go wide

13
Email Marketing
14
Email Marketing
  • Read, Understand and OBEY the CAN-SPAM Act of
    2003
  • Email Marketing Plan
  • Supports overall marketing plan
  • Calendar, Topic, Call to Action, Format, Target
    Audience, Metric
  • The Reason
  • Newsletters, white papers, special deals
  • Product updates, weekly updates
  • Provide easy unsubscribe
  • The audience (could be multiple)?
  • Branding
  • DONT SPAM!

15
Email Marketing Mechanics
  • Manually
  • Adequate for small lists
  • Email client (MS Outlook, Thunderbird, Evolution,
    Gmail etc..)?
  • HTML template, inline CSS
  • Manage Subscription List and Groups
  • ISP throttling
  • Automatically
  • Mailing List App on Web Server
  • DadaMail
  • phpList
  • poMMo
  • Service Bureau
  • You provide content
  • Pay for template, distribution, metrics

16
Email Marketing Best Practices
  • Subscription
  • Double Opt-In
  • Unsubscribe link
  • Timely, consistent, good production value
  • Call to Action
  • DMA Privacy Policy
  • Part of an Integrated Marketing Plan

17
Email Marketing Best Practices
  • Design
  • Create a unique FROM email address
  • Design to the lowest common denominator
  • Simple Readable
  • W3C HTML compliance (HTML Validator)?
  • Set width between 500 and 600 pixels
  • Tables work, Frames and Forms dont
  • Dont place CSS in the ltHEADgt tag
  • Use Inline CSS
  • Stay away from Flash, JavaScript, ActiveX etc..
  • Absolute Paths for Links
  • Use Landing Pages
  • good Metric
  • Test on multiple email clients (Outlook, Apple
    Mail, Thunderbird, Hotmail, Yahoo, Comcast, Gmail
    etc..)?
  • Setup Feedback Loops with ISPs (AOL, MSN,
    Earthlink, Comcast etc..)?

18
Email Marketing Best Practices
  • Content
  • Subject Line
  • Short (7 words or less)?
  • Include Company name
  • Preview Pane Above the Fold
  • Images vs. Text
  • Create separate image library on website (or
    off-site image hosting)?
  • Dont send one large image
  • Call to action

19
Bad E-mail Can Hurt Business
  • 32 of respondents to a recent survey said they
    have stopped doing business with at least one
    company altogether as a result of its poor e-mail
    practices
  • 38 of respondents said they are more likely to
    spend more money with a company that sends them
    e-mail they read regularly
  • Nearly three quarters of respondents cited
    irrelevancy as their top reason for opting out of
    a companys e-mail program
  • 66 cited e-mail frequency
  • 68 of consumers in the study said some marketing
    e-mail they had signed up for was wrongly being
    filtered as spam
  • 73 said they dont care.
  • 41 cited transaction confirmations most worth
    reading

Source Merkleinc.com
20
Bottom Line
  • Website, Web Advertising, Email work together as
    Integrated Marketing
  • Learn how to or hire talent that will make the
    most of your overall web presence
  • Beware the promise of millions
  • Internet Marketing is still just Marketing most
    of the same rules apply

21
If you have questions
  • Mark Bisaillon
  • mark_at_bisaillon.org
  • 1 801.232.7621
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