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Slide 1: Introduction to Internet Marketing Brought to You by
Slide 2: The SCORE Association • SBA Resource Partner • • • A National Organization 389 US Chapters 11,000 Volunteer Counselors
Slide 3: SCORE 114: Orange County A Network of Business Knowledge and Experience Over 100 Orange Co counselors Your Success Is Our only Product
Slide 4: This is Orange County SCORE • Largest Chapter in the U.S. • #1 in Total Services Nationally – FY2009 17,347 – (30% over FY2008) • Workshops in FY2009 – 216 • Workshop Attendees in FY2009 – 9158 • Counseling Sessions in FY2009 – 8189
Slide 5: Sponsors SCORE Orange County
Slide 6: Orange County SCORE Services • Assist with Business Ideas • Help with Business Plans • Expand Clients Understanding & Use of • • • Financial Tools Help with Marketing Plans Assist in Preparing Loan Documents Forums and Networking
Slide 7: How does SCORE deliver Services? • One-on-one counseling (FREE) • Cyber-counseling (email) • Workshops – Local and Online • Women in Business Program • Advisory Boards • CEO Forums • Monthly Email Newsletter Over 16 counseling locations around Orange County
Slide 8: New !! Schedule your Counseling • Indicate to Workshop Facilitator or Presenter that you want Free Face to Face counseling • SCORE will send you an email within 48 hours with an online link – Counselors available next two weeks – Counselor Bios detailing experience – Schedule your counseling appointment – No phone call necessary
Slide 9: Contact SCORE Orange County • 714-550-7369 - Counseling Appointments • www.score114.org – Orange County • • – Monthly email newsletter – Workshops www.score.org SCORE National – Cyber Counseling SCORE services are provided without regard to race, color, national origin, gender, age and disability.
Slide 10: Housekeeping • Bathrooms • Telephones & Pagers • Breaks • Questions • Workshop Evaluation Form • Business CD
Slide 11: Introduction to Internet Marketing Score114 Presented by Bob Bradley Copyright. All rights reserved
Slide 12: Introduction • This is about the Internet and about Marketing • Assume the build it and they will come mentality is yesterday’s news • This is a vast topic • It will be too basic for some and not enough detail for others
Slide 13: Score 114 Internet Properties • Score114.org • Rjbradley.com (im.rjbradley.com) • ScoreNextLevel.blogspot@blogger.com • Facebook Fan Page (www.tinyurl.com/OcScore) • Score Twitter • National Score (www.twitter.com/OcScore) (www.score.org)
Slide 14: What We will Cover 1.Background 2. Basics 3.Social Media 4.Search 5.Search engine optimization 6.Your website 1.Keyword Development 2.Design 3.Writing copy 7.The landing page 8.Pay per click 9.Email Marketing
Slide 15: Interesting • Google gets over 70% of the searches • Google is 11 years old • Started with 28 million pages to index • In July of 2008 they surpassed indexing one trillion pages • There are approximately 200 million websites with a growth rate of 12% (2008/2009)
Slide 16: Interesting • Some web marketers claim that they get less than 25% of their visits from search results Traditional Media Trade Associations Directories Pay Per Click Advertising Banner Ads Linking Social Bookmarking Blogging Social Media Email Marketing Networking Affiliates
Slide 17: Interesting • It is estimated that the search results pages comprise only 5% of all the pages in the internet space. Wikis News and Info E-Commerce Directories Social Media …..on and on
Slide 18: Variables We Face • • • • It has to be a good business Obtaining customers is not free It is still about marketing Understanding the buying cycle Attention Interest Desire Action AND….The Value proposition
Slide 19: Variables We Face • The buying cycle in the search world Laser Printer Laser Printer Reviews Cheap Laser Printers Best Laser Printers Hp 1200 CSC Capture them in this area
Slide 20: Variables We Face • Planning and Research – – – – – – – – – Selling price Buying price Web development costs Email marketing strategy Social Media Marketing Shipping costs Warranty and Return policy Privacy police Terms of service
Slide 21: Variables We Face What is this? This is how we sell on the internet No eye contact No lunches No relationship development Can’t take weeks to sell What is left? WORDS PICTURES
Slide 22: Variables We Face • More specifically “keywords” – Words that “ordinary humans” use to search for stuff – Words that a website will “key” on to be found by these “ordinary humans” • Scientific-based on data and information • Art-based on experience • NOT BY CHANCE!
Slide 23: Basics
Slide 24: Basics • What is a URL and DOMAIN NAME? • The Uniform Resource Locater is your address and your Domain Name is your house. www.score114.com is the domain name http://www.score114.com/index.html is the URL https:// is on a SECURE server
Slide 25: Basics • Is the Domain Name important? – Include a keyword if you can – Dot com ( .com ) remains the most popular domain extension, followed by .cn (China), .de (Germany) and .net respectively Easy to say, spell, understand and remember Easy to read (advertising) Consider buying all forms of the domain EXPERTS EXCHANGE THERAPIST FINDER Expert Sex Change The Rapist Finder
Slide 26: Basics • Will the browser affect what I do? – It can; the 3 IEs (6,7,8) make up about 40% of the market share while Firefox makes up about 45% – Chrome, Safari and Opera make up about 12% http://browsershots.org/ provides a testing platform for your website under different browsers.
Slide 27: Basics • What is an ISP – Internet Service Provider-they provide access to the internet – Sometimes a webhost is referred to as an ISP
Slide 28: Basics • What is a Web Host? – They provide server space for your website • Enter a web address, your browser sends out a request to get that page • The request travels across servers until it finds the requested page Web hosts are not free and cost will depend on services offered including bandwidth, e-commerce capability and other factors • When located it will download to your browser http://reviews.cnet.com/web-hosting/
Slide 29: Basics What is HTML? Hyper Text Markup Language (also xhtml) This is the HTML behind the CNN Home page
Slide 30: Basics • What is CSS? – Cascading Style Sheets – A language used to describe the look and feel of a document written in HTML – Separates the content from the layout, colors, and fonts • Enables the sharing of styles across all pages – A CSS tutorial may help
Slide 31: Basics • What is the difference between a – Web developer programmer – Web designer creative – Webmaster can apply the basics It is important that you know what the skills are, experience applying the skills to your type business
Slide 32: Basics What is a SERP? Search Engine Results Page sometimes referred to as ORGANIC or NATURAL results
Slide 33: Basics • What are bots, crawlers and spiders? – Googlebot, Yahoo Slurp, and MSNbot and similar spiders, bots, and crawlers are the programs that harvest information from the web for search engines to index (database)
Slide 34: Basics SEO is the art/science of adjusting websites to gain better rankings SEM is the business of getting maximum exposure of your website using SEO tools, PPC, PR, Press Releases, Social Media, More on this later………
Slide 35: Basics • What is a Social Bookmarking site? – A method for internet users to store, organize and manage saved links (bookmarks) on the internet • They are free and can facilitate visits to your internet property because people use them to find information.
Slide 36: Basics • What is a directory? – A web space that lists websites by category – They can be national, local, regional
Slide 37: Basics • What is affiliate marketing? – an Internet-based marketing practice in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate's marketing effort http://www.cj.com/
Slide 38: Basics • What is analytics? – measures a visitor's journey once on your website. • What drove them to your site • What resulted in conversions – Bounce Rate – Time on Site – http://www.google.com/analytics/
Slide 39: Social Media • Why should I care? – 3 out of 4 Americans use social technology – 2/3 of the global internet population visit Social Networks – Visiting Social Sites is now the 4th most popular online activity-ahead of personal email* – Time spent is growing at 3x the overall internet rate now accounting for 10% of time spent – 2/3 of businesses in Orange County use Facebook • Sources: Forrester Research, Neilson and Orange County Register *Search, Portals (like yahoo), software mfg., are the first 3
Slide 40: Social Media • It is a force to be reckoned with 13 hours 412.3 Yrs. The amount of video loaded up to YOUTUBE The time it would take to view every YOUTUBE Video Number of YOUTUBE videos viewed Number of Wikipedia articles available Number of Flickr photos uploaded as of 6/09 Average number of Tweets per day at Twitter Every MINUTE 100 million 13 million 3.6 trillion 3 million 25 Per Day
Slide 41: Social Media • Facebook has over 350 million users – Facebook claims that 50% log on at least once per day. ¼ of them through their mobile phone (and growing) – If Facebook were a country it would be the 8th most populated in the world just ahead of Japan – More than 2 billion photos uploaded to the site each month – More than 14 million videos uploaded each month – More than 2 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) shared each week – More than 3 million events created each month – More than 45 million active user groups exist on the site Its and active place!!!!!!
Slide 42: Social Media • But this stuff is only for young people Consider the following from a recent Neilson Study Increase in unique audiences Change in Unique Audience
Slide 43: Social Media • Will marketing change? 93% of social media users believe a company should have a presence in social media That doesn’t mean that users think that companies should treat social media as yet another channel for broadcast B.S Traditional marketing’s idea of two way communication is to put an 800 number or a web address in an ad and take orders
Slide 44: Social Media • Marketers do not understand channels where you have to talk and listen at the same time This could not be more obvious than with email. Companies have a chance to turn it into a two way communication except that many email blasts are “DO NOT REPLY” We want to talk to you, but we do not want to hear back from you, unless, of course you want to place an order, if that is the case please CLICK HERE
Slide 45: Social Media • • • • • Dell Best Buy Comcast P.F. Chang Houston Coffee House • Apple/Att/Google • A winery is looking for a wine-obsessed social media and Web 2.0 expert to tell the world about their wines and the Sonoma County Wine Country. In exchange, they will provide the final candidate with a 6-month job paying $10,000 per month plus accommodations.
Slide 46: Social Media • Enter the entrepreneur Social Media is where websites were 10 years ago Some enterprising entrepreneurs will come up with various ways to monetize the social media which will establish the rules and set the basis for where it will be in ten years.
Slide 47: Social Media The future? According to one author The word blog is irrelevant. What is important is that it is now common, and will soon be expected that every intelligent person (and quite a few unintelligent ones) will have a media platform where they share what they care about with the world. Seth Godin-Viral Marketing Guru http://sethgodin.typepad.com/
Slide 48: Social Media TweetDeck
Slide 49: Social Media http://twitter.com/Twitter101 http://tutorialblog.org/how-to-create-a-facebook-fan-page / http://www.facebook.com/advertising/ http://news.cnet.com/newbies-guide-to-twitter/ http://mashable.com/ (Pete Cashmore) http://www.ducttapemarketing.com/ www.scorenextlevel.blogspot.com
Slide 50: Search • What is search and why should I care? •Search is the at the center of internet marketing. •Search is an activity initiated by an ordinary human who needs or wants something. •This ordinary human places WORDS in the search engine box that starts a sequence of events that only lasts for seconds but provides • RELEVANT results to the ordinary human to use.
Slide 51: Search • What makes Search work? Satisfying the searchers needs brings them back Searchers will click on a result that contains exactly what they searched for. Halfway to the Wall
Slide 52: Search • What do the Bots, Crawlers, and Spiders do? They visit your internet property and decide what information you provide to the world so that they can serve it up as an answer upon a search query. • They are your most important web visitors • They will extract data that will determine your rank based on relevance to the query and to competing sites • They are computer programs that key on certain things and reject others
Slide 53: Search Who searches • Most Search with a three word phrase • Click on a result that matches their query exactly • Abandon the search after a page or two Ordinary Person Harvard People • Look closely at the top 5 results • Favor organic or natural results over paid ads • Will enter another search term if their search terms are not represented in the results snippet Springer People The any people
Slide 54: SEO • On Page Techniques – Determine targeted keywords (more later on this…) – Domain Name with keyword – Keyword oriented page title and description • Each page of website • <title> <description>…how it looks in HTML – – – – Use of the <alt> tag for images Use keyword oriented text with images Keyword oriented “headlines”. (<H1> tag) Write copy with well place keywords • Place keywords toward the beginning
Slide 55: SEO • Check speling and your goodest grammer • Use Anchor Text within text (with keywords) • HTML and XML site map • Use friendly URL http://www.example.com/cgi-bin/gen.pl?id=4&view=basic • Avoid icons without text • Avoid using too many keywords – In text and in HTML – 5-7 words Use Alt tags for all images • Be wary of JavaScript and Flash • Check your shopping cart process – 50% leave the shopping cart • It is still about user experience
Slide 56: SEO • 7 Signs of an SEO scam Remember 1. We can rank you in 48 hours 2. We will submit your site to 1000 search engines 3. We will get 1000’s of links to your site 4. Have your site optimized and promoted for only $15.95 a month! 5. Can’t tell you what we are doing; it is a trade secret 6. We know a guy at Google 7. We guarantee number 1 ranking
Slide 57: SEO • Off Page Techniques – Links to your site from authority sites • Sites that have multiple back links from expert sites/blogs • A popular site the people visit frequently • A site that gets linked to based on its merit • Referred to by others when the topic of that Paid site comes into play (anchor text) Links???? • Sites with high page rank • Sites that end in .edu, .gov, .mil http:// www.google.com/support/webmasters/bin/answer.py?hl= en&answer=66736
Slide 58: SEO • What to do – Check out who links to your competitors • Links: YourCompetitor.com:.gov (using Google) • Yahoo Site Explorer – Ask Questions; Post Comments – Write a guest column (example Ezine Articles) – Create something unique; How to’s, Best of, surveys – Sponsor something; conference, forum Wikipedia, Squidoo, Google Knol, Yahoo Directory, PRWeb, Business Wire
Slide 59: SEO Self Help • • • • • • http://www.seo-browser.com/ O http://www.seomoz.org/linkscape SE ut bo a http://validator.w3.org ce i adv le http://websitegrader.com/ og Go d oo http://www.spidertest.com/ G http:// www.google.com/support/webmasters/bin/answer.py?h =en&answer=35291 Firefox SEO add on • https://addons.mozilla.org/en-US/firefox/addon/9440 • Google’s Matt Cutts on Finding you website • Aaron Wall on page optimization
Slide 60: Your Website • Examine your options DIY Webhost (like Go-Daddy) Homestead Druple Joomla Yahoo Site Builder MSN Google Sites Expression Web ($100) Dreamweaver ($400) Pay for it Elance/Guru Crowdsourcing Web Designer Web Developer SEO Remember these!
Slide 61: Your Website In my opinion, only certain people should ever try to create a free website. These are people who: •Don't really know that much about building websites so they're taking an easy path •Think they cannot afford to pay regular hosting fees (which is kinda absurd considering there are fees for less than $10 per month.) •Aren't confident in their ability to maintain a real website so they take the "safe" method of using a free website •Believe they are too busy to learn how to build a real website
Slide 62: Your Website Pros • • • • • • • • • This should be obvious. IT'S FREE! Easy to learn User-friendly Attractive templates You may not own the domain Won't be a real domain name May be difficult to optimize Not very flexible Future uncertainty Cons
Slide 63: Your Website • Look at as many websites as you can and note what you like and do not like.
Slide 64: Your Website-Keywords Commpetitive keywords using “AllinTitle:” 3 million 45,000 24,000 133
Slide 65: Your Website-Keywords From Prior page Using the Google Adwords Keyword Tool the following is generated about cat food keywords The term “cat food diet” generates 720 searches per month or 8600 per year and there are 45,000 websites with the term contained within them 3 million 24,000 45,000
Slide 66: Your Website-Keywords • Ideally, if Google brings back less results than there were searches, then you have a good chance of competing for this keyword • Other Keyword Tools – – – – Keyword Discovery Wordtracker Wordpot Keyword Index • Also brainstorming about words that relate to your site
Slide 67: Your Website-Keywords • Google Trends-Comparing Words Indexed to zero-not absolute searches
Slide 68: Your Website-Keywords • Google Trends-Comparing Words
Slide 69: Your Website-Keywords • The long(er) tail keywords They can be words or phrases that define the essence of your site, will attract your target market, and be the words you want the search engines to index for searchers Marketing………. 497 million Add Internet … 139 million Add Orange County….. 0.8 Add Ca. ………………. 0.6 Internet Marketing Irvine ca 0.3 “Internet Marketing Irvine ca”* 23,000 *Phrase match with quotation marks
Slide 70: Your Website-Keywords • The Long(er) Tail Keywords People are looking for someone who sells guided tours for beginners to climb Mount Shasta so they can take their families on a fun trip this summer. Should I Key on Travel or Mountain climbing? How about: 1. California mountain climbing tours 2. Beginner mountain climbing in california 3. Guided mountain climbing tours 4. Mount Shasta family climbing tours
Slide 71: Your Website-Keywords • Black Hat Techniques •Keyword stuffing-putting keywords and phrases all over a page to make sure it gets indexed to those words •Cloaking- showing one page to Googlebot and a completely different page to real human visitors. Google despises this aplenty. •Invisible Text-Creating a “white on white” page that only the bots, crawlers and spiders can see with keyword all over them •Doorway Pages-Pages made up for particular search terms for search engines that clutter the search results Google Jail
Slide 72: Your Website-Design The key: What do you want your website to do
Slide 73: Your Website-Design • The 5 laws of website design 1. Make navigation easy to understand 2. Make navigation accessible (disabilities) 3. Tell me where I am • searchers may come from anywhere and land anywhere in your site 4. Use layers and facets on big sites • By category, age, price, size etc. 5. Let there be search See the VIDEO on the 5 laws
Slide 74: Your Website-Writing Copy • Incorporate your keywords but make it relevant to the searcher • Use headlines with keywords Keep the important stuff ABOVE THE FOLD! – Using sub headings makes in scannable • Get to the point; write short sentences – inverted pyramid of information – Avoid flowery descriptions; no “I’s” – Do not repeat yourself • Write short sentences or use short lists • Make links part of your copy • Proofread, proofread and proofread again
Slide 75: Your Website-Writing Copy • Joe's Vintage Autos has your dream car! We carry hard to find American cars from the 60's and 70's. Visit our online database and photo gallery to view our latest inventory. Focus is on these keyword phrases • Joe's [classic car dealership] specializes in rare corvette convertibles and muscle cars that harken back to the glory days of American made hot rods. Imagine yourself driving down the highway in a bright yellow 1972 [corvette convertible] while the wind blows through your hair. That's the dream that we deliver here at Joe's classic car dealership." Search our extensive online database of classic cars, or visit the showroom and take one for a test drive."
Slide 76: The Shopping Cart •The number of people who abort the shopping process with items left in their cart far exceeds those who actually check out with a product •The cart acts as a front end which passes information via a secure connection. • • • • • • • • • • High shipping prices (72%) Comparison shopping (61%) Changed mind (56%) Will purchase later (51%) Total cost too high (43%) Process is too long (41%) too much personal information (35%) Site requires registration before purchase (34%) Site is unstable or unreliable (31%) Checkout process is confusing (27%)
Slide 77: The Shopping Cart Debit Cards Gift Cards www.paypal.com checkout.google.com/ www.verisign.com/ Security
Slide 78: The Landing Page • A landing page is any page on a website where traffic is sent specifically to prompt a certain action or result. Think of a golf course… a landing page is the putting green that you drive the ball (prospect) to. • Once on the green, the goal is to get the ball into the hole. Likewise, the goal of the copy and design of a landing page is to get the prospect to take your desired action.
Slide 79: The Landing Page
Slide 80: The Landing Page It goes to the twitter version of their home page which keeps a consistent message and view
Slide 81: The Landing Page 1.Make sure your headline refers directly to the place from which your visitor came or the ad copy that drove the 2. Provide a clear call to action. 3. Write in the second person – You and Your. 4. Write to deliver a clear, persuasive message, not to showcase your creativity or ability to turn a clever phrase. 5. You can write long copy as long as it’s tight
Slide 82: The Landing Page 6. Be crystal clear in your goals. 7. Keep your most important points at the beginning of paragraphs and bullets. 8. In line with #7, people read beginnings and ends before they read middles. 9. Make your first paragraph short, no more than 1-2 lines(that’s lines, not sentences.) 10. Write to the screen. How much will be above the fold
Slide 83: Pay Per Click
Slide 84: Pay Per Click • Paying people to visit your site – Keyword oriented • Use the same keyword tools – Select/purchase your keywords • This is a bidding process – When that keyword phrase is searched your ad will appear (along with all the others) • This is called an impression – When someone clicks on it you will be charged whatever you bid on it. • Of course the idea here is to convert them
Slide 85: Pay Per Click http://www.google.com/adwords/learningcenter/ There are 9 sections each with 3-5 topics Video learning 5-10 minutes each.
Slide 86: Pay Per Click • Writing the copy “entices” the click – Sell the benefits not the features Features You will lose weight You won’t be fat anymore People won’t call you fat ass Benefits Look Better! Get More Confidence! Live Longer, happier! – Offer problem solving information Nobody that bought a drill wanted a drill They wanted a hole
Slide 87: Pay Per Click •We provide excellent customer service. • Our firm has been around for 25 years. • We’re a full-service company. • The XYZ product is the best of its kind. •Sales Trainer: “We will take the fear out of selling.” • Cosmetic Dentist: “A smile makeover can make you look years younger.” • Mortgage Company: “We’ll find the right loan for you at the best price.” • Gillette Razor: The closest shave, less irritation, superior comfort. • Nutro Dog Food: Great taste, highest nutritional benefits, healthy skin & shiny coat • H & R Block Tax Preparation: Maximum refund, Service year round, Convenience
Slide 88: Pay Per Click Managing Keywords and tracking their performance
Slide 89: Email Marketing • A permission based marketing tactic – The CAN-SPAM Act (USA) – sets the rules for commercial email • establishes requirements for commercial messages • gives recipients the right to have you stop emailing them, • spells out tough penalties for violations. Link to Cann-Spam Law http://www.ftc.gov/bcp/edu/pubs/business/ecommerce/bus61.shtm
Slide 90: Email Marketing • Why do it? – – – – – – – Everybody does email It is effective if done properly Chance to “push” your message It is targeted It is affordable It is flexible and adaptable You can track the results
Slide 91: Email Marketing • Using a service •Higher probability of not being SPAM •Services work with ISPs to reduce spam and have credibility with them •You must certify to a service that you have not purchased the list from someone •Services will manage your list and distribute messages upon request •Service will provide templates •They track results •Services are affordable
Slide 92: Email Marketing • Buying a list – Considered first step to SPAM • If somebody does offer to sell and send you a bulk list of email addresses, 99 times out of 100 you're getting a spam list. • Renting a list – Accepted practice – Owners of lists (who have permission) will send on your behalf • Co-Registration – If you've ever signed up for a newsletter and then found yourself presented with additional newsletter offers from related publishers on the thank you page, then you've seen one form of co-registration in action.
Slide 93: Email Marketing • The “To/From” and subject lines are where the click/no click decision is made – Recognizable • Name, logo, topic – Writing copy is just as important here • Get to the point-Don’t waster their time – New product, special, offer, call to action • Personalize it – Dear customer; Valued customer Amazing Software for Sale BUY SOFTWARE FROM ME Accounting Software Essential Small Business Software on Sale Now Guaranteed Lowest Price on Accounting Software Survive Tax Time with Quicken Small Business
Slide 94: Email Marketing • Other hints and tips – Principles of landing pages apply – Make it simple to sign up • Sign up in multiple locations
Slide 95: Email Marketing • Try stuff to increase your sign ups
Slide 96: References www.rjbradley.com www.searchengineland.com www.practicalecommerce.com www.seochat.com www.mattcutts.com/blog/ http://www.freekeywords.wordtracker.com/ www.wordpot.com http://www.keyworddiscovery.com/search.html www.google.com/adwords/learningcenter/ www.google.com/webmasters/tools/ http://scorenextlevel.blogspot.com/ http://www.highrankings.com/ http://www.alexa.com/