Transcript Online Marketing Concepts

Advanced Computer Skills:
Project Management
Online Marketing Notes
La Sierra Academy
2nd Semester, 2006-2007
Week 5, Day 2
Types of Web Traffic, 1
 People who found your web site by mistake.
 They have no desire for what your product or service does.
 Clearly state what you do have so that you plant in their mind your
“brand.”
 If they ever have a need for your product in the future, they will come
back.
 People who have a desire, but don’t know what fills it
and may not be ready for a solution.
 Grab their attention and clearly explain what your product or service
does to fill their desire.
 Not only do you have to sell your brand of the product, but you also
have to explain how this type of product actually does what they want.
Success Secrets of the Online Marketing Superstars, edited by Mitch Myerson, 2005
Types of Web Traffic, 2
 People have a desire, know what type of thing fills it, and
are evaluating alternative solutions.
 Comparison shoppers
 Clearly explain why they want your brand more – and how you do a
better job at filling their want.
 People who have a desire, know exactly what fills it, and
have their credit card in hand.
 People who are already sold on your product.
 You just need to make everything easy to find and help them check out
as quickly as possible.
 We call them “Targeted Web Traffic”
Success Secrets of the Online Marketing Superstars, edited by Mitch Myerson, 2005
Online Traffic Strategies
 Get site listed in search engines
 Get your site linked at other sites
 Quality inbound links provide a way for web traffic to find you while
surfing online
 Improve your search engine rankings.
 Promote online business using articles
 Write an information-packed article on a topic that directly relates to
your product or service. In the article you explain how to do something
or provide a list of tips.
 At the bottom of the article explain how your product or service is
connected to the topic of the article with a link to your web site.
 Become a frequent and expert contributor to discussion
boards and newsgroups related to your site
 “Tell a Friend” links
Success Secrets of the Online Marketing Superstars, edited by Mitch Myerson, 2005
Fusion Marketing
 Based on the idea of “I’ll scratch your back if you scratch
mine,”
 tie-ins, comarketing, or collaborative marketing
 Your site calls attention to them, their site calls attention
to you
 This kind of marketing partnership can attract a lot of
visitors to your site
 Each one is visiting not because of money that you’ve
invested online, but because of the friends that you’ve
made
Success Secrets of the Online Marketing Superstars, edited by Mitch Myerson, 2005
Writing in Industry and Newspapers
 Will industry or local newspapers write about your site?
 The answer is, Of course they will, if you make it fascinating enough for
their readers.
 Promotion will lure them to your site, but it’s killer content
that gets people to respond emotionally.
 The best way to do this is to write articles on their
greatest problems and struggles and then offer laserfocused solutions to these problems.
 Another powerful way to engage readers is to offer
specific and current statistics on issues the resonate with
them.
 When they can see themselves in your words, they will
keep reading and come back for more.
Success Secrets of the Online Marketing Superstars, edited by Mitch Myerson, 2005
Offline World
 How you let them know of your online site
 Has to be teaming with information that can shower them with benefits
for their businesses, their lives, or both
 Tout your site on your ads, on stationery and your business cards, on
signs and brochures and flyers, in Yellow Pages ads, on ad specialties,
on packages or business forms or gift certificates and on reprints of PR
 You can market your site in catalogs, newsletters, and
classified ads, and on radio spots or TV…
 You should never neglect directing folks in the outside
world to your site in the online world; in direct mail
letters, postcards and in all your faxes, almost anyplace
where your name appears.
Success Secrets of the Online Marketing Superstars, edited by Mitch Myerson, 2005
Keeping People On Your Site
Success Secrets of the Online Marketing Superstars, edited by Mitch Myerson, 2005
Seduction of the Online Surfer
 You have exactly five seconds to make your intentions
known in the first screenful of your web site – because
that’s all most online surfers will give you
 That’s why your web site’s first screenful (or the first
eyeful) is the prime real estate of your Web site that you
must use to set the stage for the seduction.
 No matter how good your offer might be, the online
population is still a skeptical bunch, and they’re not likely
to buy unless they know you and trust you
Success Secrets of the Online Marketing Superstars, edited by Mitch Myerson, 2005
Involvement Devices
 Getting your web site visitors to read your copy is JOB 1
if your objective is to sell them something.
 Involvement devices are devices used to get people
“involved” with your sales copy
 They magnetize people to read every word of your copy.
Success Secrets of the Online Marketing Superstars, edited by Mitch Myerson, 2005
Unique Selling Proposition
 What is the ultimate advantage I have over my
competitors?
 Think through your product and make sure that you build one in.
– How people can really tell the difference between you and your
competitor
 “Ginsu knife” your offer – add much more to it
Success Secrets of the Online Marketing Superstars, edited by Mitch Myerson, 2005
Building Customer Relationships
Success Secrets of the Online Marketing Superstars, edited by Mitch Myerson, 2005
Online and Real World Differences
 In the real world you’re trying to get a person to say “yes”
or “no”
 Online, I don’t want a “yes” or “no,” I want a “maybe”
 I want a person to raise their hand and say
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Yes, I like your information and I think I will sign up for your e-zine.
I will receive those free reports you said you were going to send.
Yes, I want to test it out, I want to just stick my toe in the water
I don’t want to make a decision, I don’t want to say yes or no
I want you to just lavish me with free stuff.”
Success Secrets of the Online Marketing Superstars, edited by Mitch Myerson, 2005
The Online World of Marketing
 In the online world, you can take somebody who is not
hot at all, and over a period of time with your free offers,
you bring them to the point where life forces them to pop.
 They act because they have got to do something or your direct
marketing has caused them to get more and more and more interested
 They trust you more
 Eventually they say, “Hey we like this guy, we like what he does, we like
what he says,… and we like the free stuff
 We feel we are obligated to buy something from him now because he’s
been promoting to us for so long, so let’s buy something.”
Success Secrets of the Online Marketing Superstars, edited by Mitch Myerson, 2005
Marketing in the Online World
 People who are in the online world think that’s the only
world
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multiple links to other sites lead to your site
search engines directing browsers to your site
postings on forums alert onliners to your site
chat conferences that herald your site
recommendations of your site by other Internet powers
e-mailing to parties who are demonstrably interested in learning about
the topics covered at your site
 Write articles for other sites in return for links back to your site
 Mention your site in your e-mail signature and advertising online to
entice people to visit your site
Success Secrets of the Online Marketing Superstars, edited by Mitch Myerson, 2005
Traffic Conversion
 Process of using drivers and some psychological tactics
to get people to:
 Give a shy “yes” in the form of an opt-in request for more information,
 go ahead and just order from the first-time visit….
 Drivers:
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Baiting
Bundling
Recycling
Gifting
Engaging
Success Secrets of the Online Marketing Superstars, edited by Mitch Myerson, 2005
The “Maybe Lake”
 The place where you want to continue to send your
customers free information
 Free this, free that, free special reports, free gifts, and free bonuses –
just make them happy
 You can let them luxuriate in your free gifts
 Eventually you’re going to find that one of the offers you
make is going to strike a cord in 1% of your audience
 1% is going to say, “yes, I like what you’ve got, that $100 thing, that
$1,000 thing, and that $5,000 thing, I will take some of those.”
Success Secrets of the Online Marketing Superstars, edited by Mitch Myerson, 2005
Automate Your Online Marketing
 Grow customer base
 Permission-based opt-in
 Capture email addresses through special reports, e-zines, newsletters,
insider information, mini-educational courses, advice, or free trials
 E-mail promotions and other benefits over time to build
your relationship and gradually earn a prospect’s trust,
leading to more sales and frequent purchases
 Put autoresponders to work
 Automatically distributed e-mail messages that motivate prospects to
revisit your site for the latest offers.
 Create customized, brief, friendly, and conversational messages as
content for your autresponders.
 E-mail should be used only to direct traffic to your sites
not to deliver a ton of content
Success Secrets of the Online Marketing Superstars, edited by Mitch Myerson, 2005