Slide 1: Internet Marketing Technology in Plain English
Christian Bowman
Slide 2: First help desk Video
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Slide 3: The talk
• • • • • • • • Why is technology awesome for business? What stuff can I do automatically? Website Lingo Website Technology Cool stuff you can do with a database “Are you ready to order now?” Metrics Technology and Your Business
Slide 4: Why is technology awesome for business?
• It can do stuff automatically - Saves you time & money eg. common activity • Read the minds of your prospects • Cost effective • Get a PhD in Awesome overnight • Increases your sales
Slide 5: What stuff can I do automatically?
• • • • • • • Lead generation Business building Client nurturing Database segmentation Audience surveying Content delivery Product/Service fulfillment
Slide 6: Key Website Terms
• Domain Name
Identifies an address on the internet
• Hosting/Server
Physical storage of your website data
• Website - Pages with content
Company Info, Single option landing pages, Blog posts, Shopping Carts, Online Survey, etc…
Slide 7: Website Types
• Static
Content is stored in the page file, data presented all the time changes are typically manual Content is stored in a database, data is presented when required Content Management System Typically a Dynamic Site which allows users to edit their site themselves similar to an online diary.
• Dynamic • CMS -
• Blog - Dynamic Site which displays posts according to date -
Slide 8: QuickTimeª and a H.264 decompressor are needed to see this picture.
Slide 9: Multimedia Technology
• MP3 Files - Compressed sound files • Video Streaming - Video playback online • Podcasting - Media for download to personal
players
• Camtasia - Video recorder of computer screen
Links to software on resource page Getonlinein09.com/blog/resources
Slide 10: Key Internet Marketing Terms
• PPC - Pay Per Click • SEO - Search Engine Optimisation • Keywords - Significant words or phrases in a website’s content eg. “Gold Coast Accommodation”
Slide 11: Getting Domain Names
• Domain Name Research http://www.bustaname.com ,
http://www.archive.org
• Domain Name Registration
www.alive.com.au, www.smartyhost.com.au, www.powerpipe.com • Pre-Ordering Domain Names www.snapnames.com.au
Slide 12: Cool stuff you can do with a database
• • • • Keep records of clients & prospects Who bought what, why and when... Create campaigns for a specific group Ability to merge data – eg. Dear ~FirstName~, check this out...
Slide 13: Using an Internet Marketing Based Database
• Have your activities work together • Centralise your marketing operations • Automate communication sequences Email, Mail, Fax/SMS • Automate and Schedule activities • Automatically keep track of your user
Slide 14: Example of Automation
Web Page Email Capture Automatic Data Entry: Contact Name Email Source Time/Date Interests In less than an hour Segmentation: Survey Results Email Activity Targeted Content Delivery
Slide 15: Why receive payments online?
• • • • • Save administration time Automatic invoicing Receive payments after hours Automatic price changes Get money in your account faster
Slide 16: Payment Mechanism Terms
• Internet Merchant Facility • Payment Gateway • Shopping Cart • Check-out –
Ability to receive credit card payments into your BANK Ability to accept credit card payments on your WEBSITE Software on your website for customers to make ORDERS for your products & services. Order form with your CUSTOMER’S DETAILS and PAYMENT
Slide 17: Merchant/Gateway Vs PayPal
• Merchant/Gateway:
Pros: Checkout process is quicker and easier Funds arrive quicker, Hosted on your server, Cons: Expensive to setup Tedious application process Pros: Free & Easy to setup Cons: Host on PayPal site, Bias towards Paypal members, horrible support – CAN’T CALL
• PayPal:
Slide 18: Merchant/ Gateway
Slide 19: PayPal
Slide 20: Key Advertising Metrics
• Impressions - How many people SAW your Ad? • CTR - Click Through Rate
% of people who saw an Ad/link and then CLICKED
CPC - Cost Per Click
Total money spent divided by the number of clicks
• CPA – Cost Per Acquisition
Average cost per lead based on sales/leads
Slide 21: Key Traffic Metrics
• Visits
How many DIFFERENT people saw your page? How many pages did they view? New or Returning?
• Traffic Source
WHERE did my visitors come from? Search, Keywords, Type-in, Advertising or Other websites?
Content Popularity
What are my most popular pages?
Slide 22: Technology and Your Business
• How is my web site performing now? • Which technology do I need right now? • Can I make changes to my website before I know what I need to change? Every week you delay could be costing you lots of dollars $$$$
