Transcript Using The Internet To Build Your Business

The ABCs of Internet
Marketing
NMSU Extension Service
Enhancing Economic Prosperity In New Mexico’s
Frontier Communities Through E-Commerce
Mesalands Community College
Tucumcari, NM
9/8/05
Jan Zimmerman, Author
Marketing on the Internet 6th Ed., Maximum Press
Watermelon Mountain Web Marketing
4614 Sixth St. NW
Albuquerque, NM 87107
[email protected]
505-344-4230
© 2005 Watermelon Mountain Web
Marketing
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Field of Nightmares: You
Built It, But They Didn’t Buy
• A Web site without visitors is a waste of
money
• A Web site with the wrong visitors is still a
waste of money
• All the marketing in the world won’t help
unless the 4Ps of marketing are right:
• Product • Price • Position • Promotion
© 2005 Watermelon Mountain Web
Marketing
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“The more hits we get, the more
money we get…”
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Marketing
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Agnes wasn’t too far off…
(except it’s visits, not hits)
People Who See Your URL
Visitors to Site
Prospects
Qualified
Leads
Buyers
2- 4%
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Marketing
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Know Before You Go Online
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Know your target audiences
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Demographics
Where else they go online; when; from where
Plan your work, work your plan
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How will you measure success?
Establish goals and quantifiable objectives
Establish average sale value, number of sales
Write down your plan
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Marketing
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1000 Impressions Make A Sale

Only 2% - 4% of visitors who come to site will
buy or call; be conservative.
Multiply desired sales by 50:
e.g. 10 sales/mo x 50 = 500 visits needed/month
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About 5% of viewers who see URL will visit.
Multiply desired visits by 20:
e.g. 500 x 20 = 10,000 people who need to see your
URL somewhere each month
© 2005 Watermelon Mountain Web
Marketing
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Estimating Cost of Site
Marketing
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Budget 25%-30% of development cost first
year
Budget ongoing marketing at 10% of
projected revenue or more
ROI = Return on Investment: how long will
it take you to earn back what you’ve spent

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Look at profit, not revenue!
CPM = Cost per Thousand Impressions
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Marketing
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Other Ways to Estimate
Marketing Cost
Acquisition Cost = Cost/New Customer
or average value of sale in 1 year
• Retail
• Amazon.com
• Credit Cards
• Mortgage Lenders
• Online Brokers
$35
$29
$50 - $75
$100 - $150
$150 - $250
© 2005 Watermelon Mountain Web
Marketing
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What You Already Know Is
Right!
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Don’t put all your marketing eggs in
one basket
Web is only one part of
marketing
Guerrilla marketing: target
1 market at a time
Measure results & adjust!
© 2005 Watermelon Mountain Web
Marketing
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How People Find Your Site
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Marketing
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Online Promotion By Cost Of
Acquisition www.markneting.com/mservices.htm
$ Cost
$ Cost
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Customer referral
Search engine placement
Links negotiation
Search engine paid position
Opt-in email
Affiliate programs
Online promotions
E-mail newsletter sponsorship
Traditional media advertising
Typical banner advertising
© 2005 Watermelon Mountain Web
Marketing
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Site Promotion Techniques
Draw repeat
visits
 Email techniques
 E- newsletters
 Viral Marketing
 Word-of-Web
Campaigns
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Online Press
 Offline Methods
Search Engines
 Link Campaigns
 Online Ads
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(PPC like Google, or
banner ads)
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Marketing
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Optimize Your Web Site For
Marketing
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Add Value
Build Relationships
Sell Benefits, Not Features
2 Clicks to Buy
Marketing's 3-Letter Word
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Marketing
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Calls to Action
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A Four-Letter Word beginning with F
Register Now
Bookmark This Page
Make This Your Home Page
What’s New
Buy Now
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Marketing
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Ideas That Draw Repeat Visits
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Valuable content updated often
Chat rooms
Coupons
Contests
Free samples
Message boards, blogs
Live events: e.g. music
Wish lists, calendars
© 2005 Watermelon Mountain Web
Marketing
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Signature Block for Email
Lamb’s Wool for Weavers
Mary Molloy
On the Lamb
1234 Route 66
Tucumcari, NM 88022
T: 505-555-7777 F: 505-555-6666
E: [email protected]
Shearing Festival September 20, 2005
For details, visit: http://www.onthelamb.com
© 2005 Watermelon Mountain Web
Marketing
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Automated Listbots
• Inexpensive
automated
response
from your
ISP or Web
Host
Guest Ranch Events
• July 31 Sunset Trail Ride with
Chuck Wagon Cookout
• August 7-8 Rodeo
• August 15 Meteor Shower &
Midnight Hay Ride
• September 9-18 County Fair
© 2005 Watermelon Mountain Web
Marketing
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Value of E-Newsletters
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Less expensive than print
Timely news distribution
High click-through rate >5%
Allows you to stay in contact with
customers and prospects on a regular basis:
it’s cheaper and easier to sell to someone
twice than to get a new customer
© 2005 Watermelon Mountain Web
Marketing
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Email Addresses Are Gold!
• On-site Registration: Give people a
reason to sign up!
• Take Sign-ups in Store
• Rent Opt-in Mailing Lists
– e.g. namefinders.com
• Avoid Spam
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Marketing
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Newsletter Templates
www.constantcontact.com
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Marketing
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Sample Newsletter
www.nmsitesearch.com
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Marketing
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Viral Marketing: Tell a Friend
www.lagunavistalodge.com
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Marketing
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Viral Marketing
www.subservientchicken.com
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Marketing
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Word-of-Web Campaign:
Buzz-Buzz-Buzz
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What’s New
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Hot/Cool Links •
Award Sites:
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Blogs
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Chat Rooms & •
Message Boards
internetnewsbureau.com
rosenet.net/hot/
award-it.com
blogger.com
chat.yahoo.com
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Online PR Sources
• Electronic press release distributed
online and/or off
• Free distribution sites, e.g.
www.prweb.com
• Paid distribution sites, e.g.
www.marketwire.com $80-$375/each
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Free PR Site
www.prweb.com
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Marketing
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Promote Your Site Off-line
• Word-of-mouth & Referrals
• Coordinate Your Campaign:
Radio, TV, Print, Billboard
• Stationery, Packaging
• Marketing Collateral
• Promotional Items
• Community Events
• Tradeshows & Fairs
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www.promoofthemonth.com
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www.wbcards.com
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WIIFM
What's on this Web
site for me?
Answer that for
visitors and your
Web site will work
magic for you!
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Marketing
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