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Internet Marketing

Internet Marketing. David Hoegerman May 2012. www.Vectec.org/resources. David’s Soapbox. Before you waste time and money, make sure you house is on order Business Plan Logistics and Fulfillment Always try to focus on the wants and needs of the customer

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Internet Marketing

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  1. Internet Marketing David Hoegerman May 2012 www.Vectec.org/resources

  2. David’sSoapbox • Before you waste time and money, make sure you house is on order • Business Plan • Logistics and Fulfillment • Always try to focus on the wants and needs of the customer • Usability of website… you are NOT a typical user!

  3. Marketing 101 • Branding • Attempts to build name recognition or build emotional associations with the brand • Direct Marketing • Seeks to create a response (purchase, click, call, or other action) in the near future

  4. Overview • Content • Analytics • SEO • Banner Advertising • Email

  5. Content is King! • Give customers a reason to come to your site and a reason to come back • Social media? • “Like us” because we think it will help us • “Like us” and get access to Facebook only offers!

  6. Images • A picture is worth a thousand words

  7. Analytics / Metrics “Half the money I spend on advertising is wasted; the trouble is I don't know which half.“ - John Wanamaker

  8. Analytics • This may seem self evident, but monitoring customer behavior does us no good in and of itself • Actionable Data • What goes right? (Repeat and Capitalize) • What goes wrong? (Fix or Eliminate) • Eliminate the guess work by tracking marketing efforts. • Maximize your revenue and ROI.

  9. KPIs Key Performance Indicators • Visitors • Visits • Page Views • Bounce Rates

  10. Segmentation • With reports that allow greater segmentation, we can focus on characteristics of core customers

  11. Goal Tracking • Many analytical programs allow site owners to customize goal tracking. • Segmented by source for ROI Analysis • Segmented by keyword

  12. Behavior Analysis • Many analytical programs allow site owners to customize goal tracking. • Segmented by source • Goal Funnel Analysis

  13. Banner Advertising

  14. Banner Advertising • CPC / CPM • Can place ads targeting • Select Sites • Behavior • Content relevant to keywords

  15. Ad Personalization

  16. Search Engine Optimization

  17. Links • Domain • Quantity of linking domains • Quality of linking domains • Distance from a trusted site • Topical relevance • Page • Quantity of linking domains with keywords in anchor text • Raw importance of the page measured by means such as PageRank

  18. Link Tips • Have content worth linking to • Focus on the customer’s wants and needs • Build associations and partnerships • Sponsorships • Business contacts • While link building is important for SEO, high quality links provide a recurring stream of traffic which is more likely to convert. Try to think outside the box!

  19. Keyword Usage • Domain • Does the keyword appear in the domain • Name (www.keyword.com)? • Page • Usage in page title • Anchor text of internal inks to page • Keyword in URL • Page Headlines • Content

  20. Keyword Usage For the search query “widget” The word widget is a placeholder name for an object or, more specifically, a mechanical or other manufactured device. It is an abstract unit of production The Oxford English Dictionary defines it as "An indefinite name for a gadget or mechanical contrivance, esp. a small manufactured item" and dates this use back to 1931 Winner! Sometimes it is easy for an engine to determine relevancy. Content which includes a search query term is more likely to rank well than content which doesn’t include the term.

  21. TF*IDFterm frequency–inverse document frequency For the search query “Doctor Higgins” Henry Higgins makes a bet that he can train a bedraggled Cockney flower girl, Eliza Doolittle, to pass for a duchess at an ambassador's garden party by teaching her to assume a veneer of gentility. Doctor, as a title, originates from the Latin word of the same spelling and meaning. The word is originally an agentive noun of the Latin verb docēre 'to teach'. It has been used as an honored academic title for years. Winner! Search engines can use TF*IDF to determine “Higgins” is a much less common word than “Doctor” and thus predict that one block of content is more relevant than another to a user’s search query.

  22. Co-occurrence For the search query “auto” The autoindustry put about 806 million cars and light trucks on the road in 2007, consuming over 260 billion US gallons (980,000,000 m3) of gasoline and dieselfuel yearly The autocorrect is a function commonly found in word processors such as Microsoft Word and programming for Apple Inc. products including the iPod, iPhone and the iPad. Winner! Search engines look for words they usually find associated with a search term to help determine relevance.

  23. Domain Brand Metrics • Search volume for the brand • # of mentions of brand in the news • # of mentions of brand on social sites

  24. Page Social Metrics • Authority of users tweeting links • # of tweeted links • # of Facebook shares • Authority of users sharing links on Facebook

  25. “Agnostics” • Uniqueness of content • Freshness of content • Errors / error handling • Domain / URL length (less is better) • Page load speed

  26. Traffic / Query Data • Click through rate for keyword • Bounce rate for keyword • Aggregated CTR for all keywords • Metrics for other phrases the page ranks well for

  27. Email (Database) Marketing

  28. Email Prospecting Vs. Current Customers

  29. Database Marketing • Email Marketing - promotion of products or services via email. • Spam - sending unsolicited bulk messages indiscriminately. • Email Blast - electronic mailing, sent all at once to a large mailing list. • Database Marketing - form of direct marketing using databases of customers or potential customers to generate personalized communications

  30. Database Marketing • List Segmentation – division on your customer and prospect lists into similar groups • Demographic • Geographic • Behavior • Purchase history

  31. Customized Emails • Barnes & Noble Textbooks marketed to students “New from an author you know”

  32. Customized Emails & Mailings • Red Cross Donor Profile: Me • Demographic & geographic • Donation record & blood type • Targeted Communications • O Pos Double Red • Timed to coincide with optimal donation schedule • Informs of drives near my home that offer the services I use.

  33. Customized Emails • Williamsburg Travel • Customers within 3 hour drive time receive offers and announcements for weekend getaways and special events • Customers farther than 3 hours away are marketed to with incentives for family vacations • Customers with children are shown different promotions

  34. Prospecting • www.nextmark.com • Partnerships & Sponsorships

  35. Questions David Hoegerman david@vectec.org Download presentation from: www.Vectec.org/resources

  36. Links • Great folks who will do their best to help • www.scorewilliamsburg.org • Great folks who can help with web stuff • www.vectec.org • SEO charts and statistics by • www.seomoz.com • Display Ads • adwords.google.com • www.advertising.com • List Rentals • www.nextmark.com • Metrics & Analytics • www.omniture.com • www.google.com/analytics

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