Transcript Web Marketing Demystified - Add

Web Marketing
Demystified
The Internet from an Entrepreneur's Perspective
John Gilbert
AddOptions.org
Where is the Life we have lost in living?
Where is the wisdom we have lost in knowledge?
Where is the knowledge we have lost in information?
T. S. Eliot
The Rock (1934)
Typical Marketing View
Marketing
The management process
responsible for
identifying, anticipating and satisfying
customer requirements profitably.
(U.K. Institute of Marketing)
Entrepreneurship 101
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Question # 1
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Question # 2
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Do I have clients and who are they?
How do our clients find us?
Question # 3
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What does it take to make money from these clients?
Entrepreneurial Marketing
1. Marketing is a battle of concepts, not products
and services--where simple ideas beat complex
ones.
2. Entrepreneurs have to Learn to Sell. They are
the primary voice of their business.
Loyalty
I’ll buy your product first
Referral
I’ll tell my friends to try you
The
Consumer Thought Process:
Marketing News
August 4, 1997
Satisfaction
I like you
Reinforcement
Did I make the right decision
Trial
Show me what you can do
Inclination
I’ll look for you
Image
I know what you stand for
Familiarity
I know who you are
Awareness
I’ve heard of you
Product
Performance
now counts!
Relationship Marketing
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Customer vs Client
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Presale vs Postsale activities
A. Cost of Lost Customers
LTCV – Lifetime Customer Value
B. Cost of Acquiring New Customers
C. Value of Loyal Clients
Top-Down Marketing
Situation
Analysis
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Most common format
for marketing.
Marketing
Objectives
Marketing
Strategy
Marketing
Tactics
Bottom-Up Marketing
Marketing
Results
Marketing
Strategy
Marketing
Tactics
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Find the angle or
gimmick
This is typical web
marketing
Internet Ad Revenues
Internet advertising revenues in the US remain
strong, with Q4 08 revenues hitting $6.1 billion,
and revenues for the year topping $23 billion,
according to the 2008 Internet Advertising
Revenue Report from the Interactive
Advertising Bureau (IAB) and
PricewaterhouseCoopers LLP (PwC)
Marketing Claims
If everything
web marketers
claimed was
true, then why
aren’t we all
stronger,
sexier, and
wealthier?
History of the Internet
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Woodstock
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ARPANET
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I was born
5 Schools
Free Love meets Academia
Web Browsers
11 Internet Myths Debunked
1.
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7.
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11.
This internet thing is going to be a revolution
I don't need a website
I'll hire professionals for internet stuff
The Yellow Pages is all I need
My business is local
My website is only for new customers
My site is just for customers
My internet strategy is my website
Being small is a huge disadvantage
The internet will make me rich
OK, I'll do whatever you say
What is Web Marketing?
Targeted Goals
Tell me how you measure
me, and I will tell you
how I will behave. If
you measure me in an
illogical way....do not
complain about illogical
behavior.
~ Eliyahu M Goldratt
What is Web Marketing?
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Search Engine Marketing
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Websites
 Google AdSense
Search Engine Optimization (SEO)
 Google Analytics
Google Ads
 Permission Marketing
 Pay Per Click (PPC)
Social Networking (Viral)
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Facebook
Twitter
Blogs
Market Research
Online Press Releases
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Affiliate Marketing
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Commission Junction
Interactive Media
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E-mail
YouTube
Hulu
Advertising
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Banners
The 7Cs of the Customer Interface
Context
Content
Site’s layout and design
Text, pictures, sound, and video
that webpages contain
Commerce
Community
Site’s capabilities to enable
commercial transactions
The ways sites enable user-touser communication
Connection
Customization
Degree site is linked to other
sites
Site’s ability to self-tailor to
different users or to allow users
to personalize the site
Communication
The ways sites enable site-touser communication or two-way
communication
Last Updated: 04/14/03
Copyright  2003 by Marketspace LLC
Fit and Reinforcement of the 7Cs
Business Model
Individually Supporting Fit
Context
Content
Community
Customization
Communication
Connection
Commerce
Consistent Reinforcement
Last Updated: 04/14/03
Copyright  2003 by Marketspace LLC
HTML
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Hypertext Markup Language
Opening and Closing tags
Examples
<H1> Header Tag
<b> Bold
<i> Italic
<center> Center Paragraph
Search Engine Optimization (SEO)
1.
Keyword Research
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2.
On-site optimization
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3.
Title tags
Internal Linking
Off-site optimization (Link Building)
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4.
Cluster phrases
Anchor Text
Tracking Results
Online PR
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News is Content
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Using the News to get your message out.
Online Press Releases
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UtahNewsSource.com
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PRWeb.com
Have a Good Newsworthy pitch.
Bricks and Clicks
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Do you have a map and directions to your
business?
Address AND Phone Number
Hours of Operation
What sort of care do you take with job listings?
Memorize This Formula!!
E-Commerce Development Flowchart
Where
What Have
Am
IGoing?
Got?
Do II Start?
Optimized
Website
Programming
& Design
Hosting
Company
Multiple
Domain Names
Marketing
7 C’s
Context
Content
Community
Customization
Communication
Connection
Commerce
Company Name
& Trademarks
Shopping Cart
Product
and/or
Payment Gateway
Service
Merchant Account
Business
Bank Account
Supply System
Tax ID #
Market Research
Articles of
Incorporation
Business Plan
Government
Management Team
Financial
Accounting
The 10x Marketing Scorecard System
™
You can increase your traffic, but your site must be
capable and credible.
Job Postings
Buyer I
This position will work in our Supply Chain department and will be accountable for
the acquisition of requested products, equipment, and services for assigned areas in an
efficient and cost effective manner. You will communicate and coordinate orders
between our various employer departments and the vendors. In addition to placing
orders, this position will also be responsible to troubleshoot any discrepancies with
orders, which includes tracking orders for promptness of delivery. This position is part
of an empowered work team and is expected to function with minimal supervision. Bachelor's degree preferred or 2 or more years of relevant purchasing experience
with an additional year of supply chain experience. - Previous purchasing experience
in healthcare preferred. - Must be able to understand and operate within the Materials
Management Information System or have experience with automated purchasing
systems and have a working knowledge of EDI, e-commerce, FAX, mail, and phone
systems for the placement of orders. - Capable of handling multiple priorities,
deadlines, exercising tact, and problem solving. - Strong communications and customer
service skills, both verbal and written. - Typing and 10-key experience
preferred. Prefer: - Knowledge of and experience in healthcare supply chain
procurement.
Buyer
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You're at Woot, so you probably think you know a deal when you see one. But we're not looking for any old discount-chaser here. We need a true bargain
wrangler, somebody who won't be satisfied until they've sniffed out the cheapest needle in a warehouse full of haystacks. We need somebody who can buy
the shoes off of a horse and make the horse think he's the one getting a good deal. Most of all, we need a fearless, intrepid explorer, who'd always rather be
moving than standing still.
In this job, you'll learn: exactly where LeakFrogs come from.
Intangible benefits: first shot at the LeakFrogs, for your personal stash.
Potential hazards: watching your painstakingly crafted deal get ruthlessly mocked in public by our writers.
If Woot were a superhero team, you'd be: Acquisitor, who uses the power of the mind to manipulate reluctant sellers.
Degrees of separation from CEO: 3, unless you make a really awesome deal.
Worst part of the job: realizing the XV-208531 video cards you just bought are inferior to the XV-208531-A video cards you could've bought.
It'll go better if: you know where to find new iPods for, like, two bucks apiece.
Make sure you bring: your own bottle. In this job, you'll need it. Uh, bottle of water, we mean. Yeah, water. It's thirsty work.
Job Responsibilities:
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New vendor introduction to our business
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Deal research / analysis
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Deal negotiation / close
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Account maintenance / relationship building
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Internal sales - selling product/story/energy/ideas to our sales and product management teams
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Inventory management - monitoring for problem items in stock, creating awareness and discount programs to address
Prerequisites:
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Creative persistence
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Knowledge of where you're not going
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Convergent thinking
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No fear of asking dumb questions
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Dot-connecting abilities (written test may be required)
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Ability to work with people who might not be able to return the favor some day
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Possess solid working knowledge of Microsoft Office applications (Excel, Word, Outlook)
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Ability to learn technical information quickly
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Great Internet navigation skills
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Excellent written and verbal communications skills
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Detail-oriented with organizational skills
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Comfortable in a fast-paced, ever-changing, very demanding environment
No-Nos:
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Mediocrity
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Any level of comfort in stagnant cultures
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Stubbornness
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Fast talkers/slow typists (one or the other might be ok, but not both, unless able to actually do both at the same time)
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Even though we're all about equal opportunity, xenophobes need not apply.