Internet Marketing Made Easy

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Internet Marketing Made Easy
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Topics

• Website
• Internet Advertising
• Email Marketing

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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?

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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

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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

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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

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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

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Internet Advertising
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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

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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

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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

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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

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Email Marketing
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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!

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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

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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

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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..)?

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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

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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
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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

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If you have questions

• Mark Bisaillon
• mark_at_bisaillon.org
• 1 801.232.7621