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Fundamentals of
Internet Marketing
Free Teleclass by Ask Joanne, LLC
September 19, 2006
9:30 – 10:30am
Ask Joanne, LLC
www.askjoanne.com
[email protected]
Internet Marketing Basics
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Have a well-designed website
Do internet research, marketing and
advertising
Perform regular website analysis
Ask Joanne, LLC
www.askjoanne.com
[email protected]
Have a well-designed website

What makes a website well-designed?
• Easy to Look At
• Easy to Use
• Easy to Find
Ask Joanne, LLC
www.askjoanne.com
[email protected]
Easy to Look At
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An Easy to Look at site has:
• About half the content of the same material in
a printed format
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Short paragraphs
Bulleted lists
lots of white space
• Limited graphics and color for visual appeal
• Very Limited or NO animation

Animation makes it nearly impossible to concentrate
on nearby textual information
Ask Joanne, LLC
www.askjoanne.com
[email protected]
Easy to Use

An Easy to Use site makes it easy for
customers to perform useful tasks
• Make it easy for your users to buy
something, try something, learn
something and contact you
• Usability studies show that people
expect navigation menus across the top
or on the left side of the screen
• Do Testing – have non-involved parties
test your website for simple tasks
Ask Joanne, LLC
www.askjoanne.com
[email protected]
Easy to Find
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An Easy to Find website comes up in
the top results in the search engines
for relevant keywords
Your initial top keywords are:
Your name (if applicable)
 Your business name
 Your primary service plus your location
(eg. Internet marketing Newtown CT)

Ask Joanne, LLC
www.askjoanne.com
[email protected]
How do the Search Engines Work?
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Search Engines Index web PAGES not web
SITES
• This is an important distinction - People can
“enter” your site on ANY page, not just your
home page
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Crawlers follow links and index all they
find
• In order to properly index a page, search
engines need enough content to “read.” This is
why it’s very important to have your keywords
in your site content (and other behind-thescenes code)
Ask Joanne, LLC
www.askjoanne.com
[email protected]
How to Optimize a Website
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
Choose keywords
Research keyword popularity
• Google Keyword Tool
• NicheBot
• Hire Ask Joanne to research for you

Use your keywords in:
• Page Titles
• Content & Internal Links
• Incoming Links from other sites
Ask Joanne, LLC
www.askjoanne.com
[email protected]
Easy to Find – Summary

If you only do 3 things to improve
the visibility of your website in the
search engines they should be:
• Have ACCURATE page titles
• Have regularly updated quality
content
• Continuously build relevant
incoming links
Ask Joanne, LLC
www.askjoanne.com
[email protected]
What are Incoming Links and Why
do they matter?
• Search engines look at every link to
your site from another site as a “vote”
for your site
• The more quality, relevant incoming
links, the more important your site must
be and the higher it will rank in the
search engines’ natural search results
Ask Joanne, LLC
www.askjoanne.com
[email protected]
Do Internet Research

Internet Research
• Find sites related to yours by location or type
of business
• Request that these related sites link to yours
and/or offer to exchange links
• Find if important sites related to your business
accept informational articles (this is a very
good source of inbound links!)
• Find specialty directories and local directories
related to your business and submit your
website for inclusion
Ask Joanne, LLC
www.askjoanne.com
[email protected]
Do Marketing

Don’t forget traditional marketing and
networking. Put your website address on:
• all your printed materials
• on your voice-mail message
• on your email “signature”
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Make it worthwhile for people to return to
your website
• Offer an e-newsletter or internet only specials
• Offer a white paper of “tips & tricks” or offer a
free sample in exchange for people sharing
their email address with you.
Ask Joanne, LLC
www.askjoanne.com
[email protected]
Do Internet Advertising

Paying for traffic
• When you researched sites to request
links from, some of them asked you to
pay a fee to be listed on their site. This
is one form of internet advertising.
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Pay Per Click Advertising
• PPC advertising is superior to print
advertising because your ad shows up
at the exact moment people are
searching for what you offer.
Ask Joanne, LLC
www.askjoanne.com
[email protected]
Pay Per Click Advertising
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Choose your targeting
• regional, search only, content network
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Choose your keywords and match types
Set your bids
• what you are willing to pay per click?
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Set your daily budget
Write ad copy and choose “landing” pages
Set up and monitor conversion tracking
Ask Joanne, LLC
www.askjoanne.com
[email protected]
Perform Website Analysis

Watching your website’s statistics gives you
valuable information on the effectiveness of any
internet marketing efforts
• Most web hosting accounts come with some kind of free
statistical reporting – ask your webmaster or hosting
company how to access them
• Google Analytics is a free and very fully featured
package, but is available by invitation only (Google PPC
advertisers have first preference)
• Ask Joanne, LLC offers detailed statistical reports
starting at $9.95/month
Ask Joanne, LLC
www.askjoanne.com
[email protected]
What Stats to look at?
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Look at the number of visits (not hits) to
your site
• Is the number increasing since you began your
marketing?
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Look at the search queries that people
used to find your site
• Are there keywords that you didn’t think of?
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Look at “Referrers”
• This tells you which sites people clicked
through to get to yours - Are your advertising
dollars paying off?
Ask Joanne, LLC
www.askjoanne.com
[email protected]
Eyes on the Web™

As part of your on-going internet
marketing efforts you should keep
your Eyes on the Web™ for:
• Your current search engine rankings
• Potential link partners or places to post
informational articles
• Tracking and conversion data – how
many web-surfers become customers?
• Are your marketing efforts paying off?
What changes do you need to make?
Ask Joanne, LLC
www.askjoanne.com
[email protected]