Internet Marketing

1
Session

• Internet Marketing

2
Session Outline

• Overview
• Market Niches
• Keywords
• Online Presence
• Optimisation
• Web Analytics

3
This Session

• Weekly Activity Internet Market Forecasting
• If market demand for a product or service is the
  total value that would be bought by a defined
  consumer group in a defined geographical area
  during a defined time period in a defined
  marketing environment under a defined level and
  mix of industry marketing effort, how would you
  calculate this for products sold over the
  Internet?
• Think how the concepts of market potential,
  industry market demand and organisation potential
  would be applied.

4
What is Internet Marketing

• Internet marketing, also known as web marketing,
  online marketing, webvertising, or e-marketing,
  is referred to as the marketing (generally
  promotion) of products or services over the
  Internet.
• Internet marketing is considered to be broad in
  scope because it not only refers to marketing on
  the Internet, but also includes marketing done
  via e-mail and wireless media

5
What is Internet Marketing

• Internet marketing ties together the creative and
  technical aspects of the Internet, including
  design, development, advertising and sales.
• Internet marketing also refers to the placement
  of media along many different stages of the
  customer engagement cycle through search engine
  marketing (SEM), search engine optimization
  (SEO), banner ads on specific websites, email
  marketing, mobile advertising, and Web 2.0
  strategies.

6
Topic Example Video

• The following video explains what is Internet
  marketing and its various forms.
• Take note of the key points.
• http//www.youtube.com/watch?vRSkWqI7M3Ts

7
Niche Marketing

• A form of target marketing in which companies
  tailor their marketing programs to the needs and
  wants of narrowly defined geographic,
  demographic, psychographic or behavioural
  segments.

8
Topic Example Video

• The following video is an explanation on what is
  niche marketing.
• Take note of the key points.
• http//www.youtube.com/watch?NR1vd5sFKlKYIXE

9
Market Niches

• To find market niches, look for stories or
  articles in magazines, newspapers, social media
  or the television that relate to
• Health
• Wealth
• Self-improvement.
• Focus on stories or articles where people are
  highlighting issues, needs or problems.
• For this niche market, list down 4-6 keyword
  phrases.

10
Keyword Research

• Search volume
• How many searchers are using that phrase to find
  what they want?
• Competition
• How many other web sites out there are targeting
  that same phrase?
• Propensity to convert
• What is the likelihood that the searcher using
  that key phrase is going to convert on your site?
  
• Value per conversion
• What is the average value per prospect attracted
  by the keyword?

11
Keyword Searching

• Using the keyword phrases identified from your
  magazine research, find out how many searches are
  being undertaken using these keywords.
• Use the free Google Easy Search
  (www.googleeasysearch.com) or other keyword
  search software to calculate the amount of
  searches (traffic) undertaken per month locally
  and globally.
• Try (https//adwords.google.com/select/KeywordTo
  olExternal) for monthly global search groups with
  between 30,000 70,000 hits for specific
  headings.

12
Website Ranking

• Webpage ranking factors is synonymous with the
  term offpage backlinks or links
• To rank highly in Google you NEED lots of quality
  links. (i.e. you need other websites linking to
  your website)
• You can rank highly in Google for a keyword and
  not even have that word anywhere on your web
  page, IF your off page optimization is good.
• A good example of this is looking up the word,
  Click Here on Google and then seeing how
  adobes PDF reader page is ranked highly and the
  word Click Here is nowhere on the web page.

13
Off Page Ranking

• If your domain name is the keyword itself, youre
  going to instantly get an advantage in Google.
  (i.e. your keyword is gift baskets, and you own
  giftbaskets.com)
• Use the Yahoo Site Explorer to get a list of any
  websites backlinks (i.e. a list of sites linking
  to whatever website you input). You can visit the
  Yahoo site explorer here
• http//siteexplorer.search.yahoo.com

14
Off Page Ranking

• When looking at Offpage ranking, some of the
  things that need to be considered include
• Website
• Outbound Links
• Inbound Links
• Page Rank
• IP Address
• Anchor Text
• Page Title
• Website Age.

15
Web Analytics Metrics

• There are three types of web analytics metrics
• Count these are the raw figures captured that
  will be used for analysis
• Ratio this is an interpretation of the data
  that is counted
• KPI either a count or a ratio, these are the
  figures which help you to determine your success
  in reaching your goals.

16
Conversion Metrics

• Event a recorded action that has a specific
  time assigned to it by the browser or the server
• Conversion a visitor completing a target action
• Impression each time an advert or a page is
  served
• Open each email that is deemed open. Usually if
  the images are loaded, an email is considered
  open
• In order to test the success of your web site,
  you need to remember the TAO of conversion
  optimisation
• Track
• Analyse
• Optimise

17
Web Analytics Approach

• Avinash Kaushik, author of Web Analytics An
  Hour A Day, recommends a three prong approach to
  web analytics
• Analysing behaviour data that infers the intent
  of a web sites visitors
• Analysing outcomes metrics that shows how many
  visitors performed the goal actions on a web site
• Testing and analysing data that tells us about
  the user experience

18
Topic Example Video

• The following video provides on overview about
  website analytics and how it is used.
• Take note of the key points.
• http//www.youtube.com/watch?vbrUyIQJJjE0

19
Search Engines Overview

• As search engines go, Google is by far the
  leading player in the market. A comScore study
  showed that Google has just over 60 of the
  global search engine market share. In Europe,
  almost 80 of searches are on Google.

20
Topic Example Video

• The following video explains how Google search
  works.
• Take note of the key points.
• http//www.youtube.com/watch?vNW1h_yh5_v0

21
Organic Searches

• Organic search results are the primary product of
  a search engine. These results are the listings
  generally found on the left hand side on the
  search engine results pages (SERPs).
• They are not influenced by financial payment and
  are therefore also called natural search results.
  Organic search results need to be consistently
  reliable to attract (and keep) users.
• Googles growth and success as a search engine
  can be directly linked to its superior search
  algorithm which returns highly relevant organic
  results.

22
Search Engines Functions

• Search engines have four main functions
• They crawl the Web (via spiders).
• They index the Web documents and pages they find.
• Search engines process user queries.
• They return ranked results from the index.

23
Social Media

• Social media has changed the world we market in,
  and can be used as an integral part of an online
  marketing campaign.
• Social media is all about the ways that we
  create, connect and share online.

24
What is Social Media?

• Social media are media (from written to visual to
  audio to audio visual) that are designed to be
  shared.
• Sharing means that it is easy to comment on, that
  it is easy to send, and that there are no high
  costs associated with viewing the media.
• Due to the connected nature of the Internet, it
  means that sharing, commenting and viewing can
  all be tracked and measured.

25
Social Media Popularity

• The Internet, and the software developed to run
  on it, has made it simple for anyone to publish
  and distribute.
• It has also made it simple for anyone to access
  the content that has been published.
• The realm of social media is about collaboration,
  users generating content, sharing and, most of
  all, it is about connecting.
• Blogs are probably the best known example of
  social media.

26
Affiliate Marketing Process
27
Affiliate Networks

• Affiliate networks provide tracking solutions,
  reporting on programmes to both affiliates and
  merchants, hosting of creative banners,
  commission payment options and support to both
  affiliates and merchants.
• Affiliate networks have many affiliates, and many
  merchants, signed up to them, so they are an
  ideal source for recruiting affiliates if you are
  a merchant, or for finding merchants to promote
  if you are an affiliate.
• To the merchants, they provide a one-payment
  solution, as the merchant will be invoiced for
  all the commission collectively owed, which is
  then dispersed to the affiliates.

28
Affiliate Networks
29
Finding an Affiliate Product

• To select an affiliate products you are
  interested in promoting in the marketplace, go to
  one of the affiliate networks such as ClickBank
• www.clickbank.com
• You will need to set up your Affiliate Account
• Affiliate products are already web-hosted which
  means you dont have to arrange your own web
  hosting
• View the pitch page (sales page) to see if there
  are no opt-in pages. These are those pages or
  boxes that ask you for your name and email
  address.

30
Affiliate Product Selection

• Select an affiliate product that
• a) does not have an opt-in page and
• b) has a lot of images and graphics
• You use these images and graphics as well as
  those from other Clickbank competitors to use in
  making a video with
• With those affiliate products that dont have an
  opt-in page, it is easy for you to add your own
  opt-in box and thereby begin to build your
  prospect database for future sales.

31
Affiliate Product Selection

• To assist in the selection of appropriate
  Clickbank products to promote, use software that
  can make recommendations for you.
• Basically, the software analyses each product
  against specific criteria and identifies those
  with sales potential and little competition
• A good example of such software is cbsurge
• cbsurge video review
• http//www.youtube.com/watch?v9ZuXNu69q68

32
Domain Name

• Select a domain name with an exact keyword
  search.
• Look for 3 word phrases for keywords, ie dog
  gift baskets, acne pillow cases.
• This phrase needs to form part of your Domain
  name.
• It is important to check a number of domain name
  registration websites so you may obtain your
  domain names at the cheapest prices.

33
Domain Name Choice

• Normally you would choose two domain names
• one for your blog and
• one to link to the affiliate product
• Ideally, youd like the blog domain name to be a
  .com whereas the link to the affiliate product
  to be a .net
• When the .com domain is taken try for the
  .net and .org domains.
• If the .net domain is taken try for the .org
  and .info domains.
• When all of them are taken use a hyphen (-)
  between one of the keywords in your phrases.

34
Domain Name Preferences

• When you know what domain names are available,
  keep in mind
• .org sounds official
• .info usually indicates an information website
• Keep away from .biz as this suggests internet
  marketing
• If the .com, .org and .net domain names have
  already been taken, go and check those specific
  websites as they might be your direct competition.

35
Video Creation Reason

• The reason for creating a video to promote your
  affiliate product is to obtain a good Google
  ranking
• Pictures and music is good for this and videos
  can get you to the top of the rankings
• How we are going to do this is to use Animoto
  which offers a free 30 second video
  (www.MovieMakingPrograms.com).
• We want to create between 10 12 powerpoint
  slides that can then be put into a video.

36
Video Slide Ideas

• Write down 10 questions that potential buyers
  would frequently ask about your product topic
  area
• Go to the affiliate product pitch page for ideas
  
• With the video you are going to make, you only
  want to include information
• The video is not to be a sales pitch
• The questions you can use as prompts for seeking
  information
• You could just use the questions for your slide
  text if need be.

37
What is a Blog?

• Blogs allow people to quickly and easily publish
  their thoughts/ideas on the web without needing
  to know HTML or web design software

38
What is a Blog?

• Short for web log
• Type of website
• Series of entries on a single page
• Reverse chronological order newest appears on
  top
• Personal, online journal
• Can also be a group blog
• Frequently updated, like a diary
• Intended for public consumption viewer needs to
  know the blog address

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What Makes A Successful Blog?

• You will want to start posting to it every day or
  two. Your blog posts can be about anything
  relating to the topic of your blog, but the rule
  of thumb is to generally stick to your blog
  topic.
• You do not have to be an expert writer to have a
  successful blog. In fact, most bloggers just
  write for the sake of their blog.
• Be interested in the topic you are posting about
  and post regularly with interesting and engaging
  content.
• Creating engaging content is not hard to do if
  you are interested and somewhat knowledgeable
  about the topic of your blog.

40
Writing Articles

• Plan Ahead - Before you write your first article,
  think about your expertise and what specific
  wisdom you can bring to your readers. Then draft
  a list of articles that will share this wisdom.
  Finally, jot down an outline of each article to
  be sure you're delivering the information in a
  clear, concise manner.
• Just Write! - Sometimes the best thing you can do
  is just get started. Accept the fact that you're
  going to make mistakes, but that you're also
  going to learn a lot along the way. Don't expect
  perfection - just write!

41
Article Writing

• When you write an article, it is important that
  you have your affiliate links at the bottom of
  the article.
• The key is to write articles with good content,
  information or answers to what people are
  seeking.
• Digg (www.digg.com) is similar to ezine articles
  however it groups the articles by topic
  popularity.
• On average, the super expert authors write
  about 6 articles a day.
• EzineArticles (www.ezinearticles.com) is the
  200th most visted website in the world.

42
Article Marketing

• Traffic coming to your site from articles is
  pre-qualified. That means visitors are already
  interested in the knowledge you have in your
  niche. Articles boost your exposure and traffic
  in the here and now, as well as in the years to
  come.
• In the past, 10 or so articles in one niche would
  make a big difference in the traffic you'd get
  back to your website. Now, the times are
  changing.

43
What is Email Marketing?

• Utilising email to deliver professional
  communications to an interested audience
  containing information the recipient fids
  valuable in order to
• establish regular, ongoing relationship
• educate
• promote identity awareness
• stay top-of-mind with subscribers
• spark immediate action
• broaden your audience

44
Email Marketing

• Email marketing is a form of direct marketing
  which utilises electronic means to deliver
  commercial messages to an audience. It is still a
  powerful eMarketing tactic. The reasons that it
  is
• Extremely cost effective due to a low cost per
  contact
• Highly targeted
• Customisable on a mass scale
• Completely measurable
• Takes advantage of a customers most prolific
  touch point with the Internet their inbox. (main
  strength)

45
Why eMail Marketing?

• Cost Savings
• Quick Response Cycles
• Generates Revenues
• Popular Medium
• Effective Medium
• Results are Measurable
• Builds Customer Relations

46
Next Session

• Weekly Activity Hot Niche Market
• Find a hot niche market by looking for stories or
  articles in magazines, newspapers, social media
  or the television that relate to
• Health
• Wealth
• Self-improvement.
• Focus on stories or articles where people are
  highlighting issues, needs or problems.
• For this niche market, list down 4-6 keyword
  phrases.