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Centa - 80/20 SEO - OmWeb
Slide 1
80/20 SEO
4th December 2007
Centa - 80/20 SEO - OmWeb
1
What relevance does a 19th-century French-Italian economist have to your
business today? If you're interested in increasing your revenue exponentially
– a lot!
Vilfredo Pareto developed the Pareto Principle, better known as the 80/20
rule. It's simply this: Twenty percent of causes account for 80 percent of
results. When you apply this principle to your business, you begin to
understand that 20 percent of your activities generate 80 percent of your
revenues. So the question that should be ringing in your head is this:
What 20 percent of my daily activities are producing 80 percent of my
revenue?
Think of what you can achieve once you answer that question! What if you
could take the hyper-productivity of 20 percent of your day, and apply it to 100
percent of your day, every day?
4th December 2007
www.omweb.com
Centa - 80/20 SEO - OmWeb
Slide 2
Christopher Bowers
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60’s Far East: Entrepreneur and Buddhism - Buckminster Fuller
“Information Technology could be used to rid the world of poverty”
70’s Programmer back when computers ran on wired ferrite cores
80’s IBM UK Top Salesman: £12m new account sales – End World Hunger
Proposal to IBM - Meditation : Osho - Corporate Scientific Programmes Environment Programmes Manager - Managed the $6.5 million IBM/UN
Global Resource Database Project - Lead IBM's Sustainable Development
Environment Programme - IBM Chairman's Exceptional Achievement Award
90’s IBM Golden Handshake - OmWeb - Interactive online Environmental
Training Programmes with BT, British Gas - Internet online Life Style
Education Courses
2000 OmWeb SEO and Google AdWords Management - Chairman
Kingston Foster Care Association - OmWeb Holistic Focus - University of
Westminster – School Integrated Health - Director, Powered: Building social
commerce programs for World brands
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Buckminster Fuller believed that there could be radical social implications to
technology and that it could be used to rid the world of poverty
1987 April 27th - Our Common Future – Queen Elizabeth Conference Centre
Laura Bowers - Naturopathy BSc(Hons) University of Westminster's School of
Integrated Health - www.laurajanebowers.com
Powered - How Social Commerce Drives Marketing ROI - www.powered.com
4th December 2007
www.omweb.com
Centa - 80/20 SEO - OmWeb
Slide 3
Social Commerce Marketing ROI
• 63x ROI consumers social commerce sites:
– 30 times more likely to buy products compared to media
advertising
– 6 times more likely to buy products compared to direct
marketing
– 97% likely to tell friends about their experience
– 95% likely to participate in the experience again
www.powered.com
4th December 2007
Centa - 80/20 SEO - OmWeb
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Before moving to Section Two lets have a quick look at some of the ROI
figures from a few of the World’s leading companies using state of the art
Internet thinking and systems from Powered.
Sony 101 Courses http://my101.learningcenter.sony.us/
I show these figures here because the concepts and process outlined in this
OmWeb 80/20 presentation are informed by these successful
implementations and can have a similar impact for SME’s www.powered.com/how-it-works/content/consumer-education-increasesonline-marketing-roi.html
4th December 2007
www.omweb.com
Centa - 80/20 SEO - OmWeb
Slide 4
80/20 SEO Agenda
1.
2.
3.
4.
5.
6.
7.
You’re Further Behind Than You Thought
Fundamentals of Interactive Marketing
The 5 Steps of Interactive Marketing
Search Engine Marketing
Promote Your Sites Online
The Holy Grail of Internet Marketing
What’s Next?
4th December 2007
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Centa - 80/20 SEO - OmWeb
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www.omweb.com
Centa - 80/20 SEO - OmWeb
Slide 5
Workshop Session
The Goal of
Your Internet Strategy?
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Centa - 80/20 SEO - OmWeb
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www.omweb.com
Centa - 80/20 SEO - OmWeb
Slide 6
Section 1
Uh-Oh. You’re Further Behind
Than You Thought
“How to Get from Where You Are to Where You Want to Be”
Success Principles – Jack Canfield
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Jack Canfield has taken all the most successful techniques for self
improvement and combined them with the unique insights he
gained while building $80 million business from nothing. He has
distilled this knowledge into the concentrated genius of The
Success Principles.
4th December 2007
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Centa - 80/20 SEO - OmWeb
Slide 7
The Rules Have Changed
• Presentation for business owners or
people responsible for bringing money into
a business
– More Leads
– More Sales
– More Customers
– More Referrals
• Starting immediately!
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It may be fear of the unknown that causes people to think that online marketing can’t
help their offline business. It seems very complicated or expensive and many people don’t
know where to start. Or they have a nice web site and they think they’re done. Bad news. A
nice web site is barely the tip of the iceberg.
This presentation is for people who own a business. Or people responsible for bringing
money into a business – sales and marketing professionals. Is this you? If so, this
presentation will help you create more sales – fast. Very few businesses are taking advantage
of the Internet and online electronic marketing as they could. If you do, you will have a
significant advantage over all of your competitors.
The good news is that this presentation will show you everything you need to go from Internet
“newbie” to experienced Interactive Marketer in the time it takes you to read it. For your
business, that means:
More Leads
More Sales
More Customers
More Referrals
Starting immediately!
4th December 2007
www.omweb.com
Centa - 80/20 SEO - OmWeb
Slide 8
The Internet
Good News and Bad News for Your
Business
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Centa - 80/20 SEO - OmWeb
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Quick – when was the last time you received a telegram? Or, more to the
point, have you ever received a telegram? If you are under a certain age, you
probably haven’t. In fact, many younger people have never even heard of a
telegram.
In today’s Information Age, with ideas and images instantaneously broadcast
around the world by satellite video phone, this brief paper message handdelivered by special messengers seems rather quaint. But it was less than 50
short years ago that the telegram represented state-of-the-art “instant
messaging,” and receiving one was an event.
The story of how it became irrelevant within such a brief span illustrates
how quickly the modern businessperson must adapt to an almost daily
procession of technological advances in order to succeed.
4th December 2007
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Centa - 80/20 SEO - OmWeb
Slide 9
First, the Bad News
• Are you fully utilizing the Internet to grow
your business?
– You take advantage of modern transportation
to conduct your business
– Are you taking equal advantage of modern
communication technology to achieve your
objectives?
• How’s your Internet strategy going?
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In short, are you fully utilizing the Internet to grow your business? If your
answer is “no,” you are, quite simply, not making the most of the resources at
your command. The purpose of this Presentation is to show today’s business
owners and managers how to use the Internet to achieve maximum success
with minimum effort and expenditure.
First, the Bad News:
The bad news is that you’re probably much farther behind than you think.
Typically, in many meetings with business owners, executives, sales
managers, sales people, and others directly responsible for bringing in
revenue to their organization. the conversation goes something like this, with
the question: “How’s your Internet strategy going?” “Pretty well. We launched
our new web site last quarter. It’s pretty flashy, and everyone seems to like it.
We’re getting more leads, and we’re happy with the results.” Then, five
minutes later, after we've presented just a few ideas – basic concepts we’ll
discuss in Section Two – they aren’t as happy with the results any more.
Instead, they are stunned by how much more business – and revenue – they
could be bringing in online if they would just implement a few key strategies.
Even if most of your sales are already made online, you could benefit as well.
But the fact is that this presentation is for the small business owners, sales
managers, marketing directors, and even individual salespeople.
4th December 2007
www.omweb.com
Centa - 80/20 SEO - OmWeb
Slide 10
When was the Internet Invented?
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1840 Telegraph
Same principle - Bigger bandwidth
1876 Telephone
1906 Radio
1930 TV
1989 WWW Sir Timothy Berners-Lee
• Are you using the Internet to your maximum
advantage, to do all you can for your business?
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Ask most informed people this question, and they will tell you how the Internet grew out of defence
industry communications during the 1980’s. However you could say “Samuel Morse invented the
Internet in 1840” when he received a patent for his telegraph. After all, what is the Internet but
electronic communication? Indeed, it was the “email” of the telegraph that put the “snail mail”
Pony Express out of business. In essence, people have communicated by the Internet, in one form or
another, since 1840. The principle is the same. The primary difference is that bandwidth has got
better.
In 1876, it became possible to send the human voice by wire, and the telephone became the new
standard. Then in 1906 we learned to send voices and music electronically, and radio became king.
Then in 1930 came the cathode ray tube, capable of transmitting images, as well as sound, and
television was born. Now, it’s 2007, and you can send video, music, news, games, and pretty much
anything you want by wire or even through the air – wirelessly. Mr. Morse’s Internet has become
what was the stuff of science fiction not all that long ago.
But regardless of who invented the Internet, and when, the bottom line remains that your business
needs more sales. And so the question becomes: “Well, all that history stuff is really interesting, but
what does it mean for my business?” To answer that question, we come back to our previous question:
Are you using the Internet to your maximum advantage, to do all you can for your business?
For most businesses, the honest answer is “no.” Even the biggest, most successful companies have
been slow to catch on to the massive capabilities of the Internet. Are you a business owner trying to
figure out how to keep up in a tough economy? Do you need more leads and more sales? Have you
been wondering how to increase your cash flow? Are you convinced there are better methods to help
you increase your closing ratio? Maybe you’re just sick and tired of commuting, and you’re jealous of the
135,000 or so people sitting at home making a nice living selling stuff on eBay. In any case, if you want
to increase your business or drive more revenue, and you want some quick, reliable advice on how you
can use the Internet to capture more leads, qualify more prospects, close more sales, and get more
referrals, then this presentation is for you. Just use the methods we outline, and you can start making
more money, more quickly, and more efficiently.
4th December 2007
www.omweb.com
Centa - 80/20 SEO - OmWeb
Slide 11
Now, the Good News
• Implementing an effective Internet Strategy
is not rocket science
• Interactive Communication
• Marketing on duty 24/7
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Now, the Good News
There is a “Magic Formula” for increasing your company’s sales and revenues through the
Internet. Implementing an effective Internet Strategy is not rocket science. Unfortunately,
many consultants tend to throw around jargon and the software sales people pitch
applications that cost hundreds of thousands of pounds or more. In essence, they all want to
convince you that there is no “Magic Formula” for effective, profitable Internet Marketing – that
the true path is steep, complex, and costly. Fortunately, this is not the case.
The truth is that there is a Magic Formula – a fairly simple combination of certain concepts
that any business can utilise to sell more and generate more revenue, using the Internet,
throughout all parts of your sales cycle. Following this formula to generate an effective
Internet Strategy will help your company improve in all areas of business. It’s not difficult, and
the best news is that, for the most part, once you implement these ideas, the processes
happen automatically! The purpose of this presentation is to explain this Magic Formula, and
provide you with the knowledge, ideas and specific action steps you need to begin
implementing your own Internet Selling Strategy immediately. One name for this process is
“Interactive Marketing,” because once you implement these concepts, many of them run on
“autopilot.” It incorporates a combination of web sites, e-mail systems, and other tools that
provide Interactive Communication with real prospects and customers, and creates a true
“hands off” automated marketing system.
The beautiful part is that your employees and sales people don’t have to raise a finger! Think
about it. Your people can keep doing exactly what they need to be doing while these
remarkably efficient marketing and sales systems are added on to your present organisational
processes. It’s like having a marketing staff on duty 24 hours a day, 7 days a week, that never
asks for time off or salary! Furthermore, the Magic Formula Internet Marketing system is not a
“zero sum” game in which you have to constantly re-engineer processes. There is no need to
teach old dogs new tricks. Incorporating automated Internet systems to your present business
structure often results in an exponential gain in productivity; it adds impact and consistency to
your sales process, and benefits your sales people simultaneously and instantly. In other
words, it creates an online Interactive Marketing department within your company that makes
conducting business easier, and improves your bottom line.
4th December 2007
www.omweb.com
Centa - 80/20 SEO - OmWeb
Slide 12
What is Interactive Marketing?
• Two-way communication that occurs
independent of time or place
• The 21st Century version of the Telegraph
• The Internet revolutionised two-way
communication and simultaneously
revolutionised the art of marketing
• Exploit interactivity to expand your
operations
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To fully appreciate the difference Interactive Marketing can make in your sales and revenues,
it is important to understand the revolutionary nature of the concept. Interactive is: two-way
communication that occurs independent of time or place. Any time people speak face-to-face,
they are engaged in two-way communication, but they must be in the same place at the same
time. A telephone conversation is two-way communication, but all parties must be on the
phone simultaneously. However, the Internet has revolutionized the process in which we
interact by making possible two-way communication without the necessity of the parties being
in the same place or available at the same time.
As the Internet revolutionized the art of two-way communication, it simultaneously
revolutionized the art of marketing, by enabling sales calls, responses, and even transactions
to take place without the familiar, often endless, processes of traditional marketing
techniques. In other words, Interactive Marketing. Now, the Internet allows you to conduct
two-way interactive communication with literally millions of people at a time. Not surprising
that it has transformed the way business gets done. And even less surprising that businesses
around the globe are spending billions trying to figure out how to take advantage of this “new”
communication medium.
So, now, the question becomes: What does the Internet represent to your business, and what
is the best way to utilise it? Sales and marketing people need to recognise the Internet as the
specific tool it is: the 21st century version of the telegraph – an interactive communication
enabler. How are you going to use it to enable you to have a better relationship with your
prospects and customers? Most of the rest of this presentation will show you specific ways to
do so – easily and automatically. Following these techniques can help increase your sales
exponentially. The key is not just to be interactive, but to think interactive. You can tell your
sales story to many people at the same time all over the world, on their schedule. That’s
powerful. But it’s still only one-way communication. How do you make it interactive? That’s
where the exponential sales increases come in.
4th December 2007
www.omweb.com
Centa - 80/20 SEO - OmWeb
Slide 13
80/20 Marketing
• Exponential increases in your sales numbers
• The greatest communication tool in the
history of the world
– mostly untouched, by the vast majority of SME’s
• The secret is to identify that productive 20 percent
and focus your efforts on the things that make the
most difference to your bottom line:
– Automated
– Easily added on to whatever you’re doing now
– Can be implemented across the entire sales process
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You get “exponential increases” in your sales numbers using Interactive Marketing. How? By
looking at your traditional sales processes from an entirely new angle, and with an open mind,
you can create very significant changes in your sales results, usually with only a few small
procedural improvements. Of course, for most businesses, and certainly most sales people,
increasing sales as much as possible is the desired result.
But if you increase your business to the point where you have the freedom to conduct
business according to your original vision, and “pick and choose” your most profitable clients,
while leaving troublesome or unproductive accounts behind, you have reached the optimum
stage. And that is the level to which Interactive Marketing can take you. The greatest
communication tool in the history of the world is just sitting there, mostly untouched, by the
vast majority of the small-to medium-sized businesses that employ 80 percent of the work
force. We call it 80/20 Marketing. The secret is to identify that productive 20 percent, ignore
all the other clutter, and focus your efforts on the things that make the most difference to your
bottom line.
Here’s how to make it work:
Focus on the few processes that make the biggest difference.
Think about the Internet in terms of Interactive Communication.
Look to the Internet for its automation, and seek out ideas that you can appropriate as “addons” to your current Marketing techniques.
There are a million different variations, approaches and techniques you could learn from the
Internet. This presentation shows many of them, but it isn’t meant to be an encyclopaedia of
Internet marketing ideas. Rather, it is intended to help you immediately focus on implementing
the 20 percent of your marketing activities that will bring in 80 percent of your sales. So let’s
get right to it. You want more leads. You want more sales. You know you can get more of
both using the Internet, but where do you start? Easy. Move forward to Section Two.
4th December 2007
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Centa - 80/20 SEO - OmWeb
Slide 14
Section 2
Fundamentals of
Interactive Marketing
“Life is like a combination lock; your job is to find the
right numbers, in the right order, so
you can have anything you want.”
“How to Get from Where You Are to Where You Want to Be”
Success Principles – Jack Canfield
4th December 2007
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Centa - 80/20 SEO - OmWeb
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www.omweb.com
Centa - 80/20 SEO - OmWeb
Slide 15
Fundamentals
• Interactive Marketing hinges on two-way communication
between you and your customers and prospects,
independent of time and place
• Your “Internet Strategy” refers to your action plan to
implement an Interactive Marketing campaign designed
to improve and automate the communication between
you and your customers
• Improved customer communications means that your
interaction with your customers is:
– More personal
– More frequent, and
– More relevant to the individual
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As we move on, let’s take a quick review of what we learned in Section 1. For
many businesses and salespeople, improving communication means having
any communication at all! It’s amazing how many businesses conduct a single
transaction with a paying customer and then never – ever – communicate with
that customer again. Not to confirm the customer’s satisfaction, not to keep
them up to date on their new products and services, not even to just say
“hello” to thank the customer for their business. What a waste!
Most businesspeople are well aware of the universal business dictum that it
costs seven times more, on average, to acquire a new customer than to keep
an old one. But it is depressing to see how many never make any effort at all
to keep in touch with the people who have helped keep them in business. Oh
sure they’re friendly as can be if the customer calls or returns to the store. But
how many businesses – especially small businesses – think about inviting the
customer back to the store themselves? The answer is: not enough.
Customers are very sensitive; they want to be appreciated and remembered
for their business. If they are not, the odds are good they’ll do business
somewhere else, leaving the business owner wondering what went wrong.
What too few businesspeople realize is they can create and maintain this allimportant customer relationship using an Internet Marketing system that does
the remembering for you, and automatically sends personalized reminder /
greeting / promotion / e-mails to your customers, according to your schedule –
all for less money than keeping the lights on for an extra hour one day a
week.
4th December 2007
www.omweb.com
Centa - 80/20 SEO - OmWeb
Slide 16
Email the Secret Ingredient
• Email was the original “Killer App” of the Information Age
• But for most small to medium-sized businesses, even
the simple concept of keeping in touch with their
customers by email, hasn’t even gotten to the launching
pad, much less blasted off
• The key to your Interactive Marketing strategy is not
making your site look good, but using the Internet – more
specifically, email – to increase sales
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E-mail was the original “Killer App” of the Information Age. It was the one feature you had to
have – and still have to have. E-mail was the siren song that first lured most people online,
and it hasn’t lost any of its appeal. In fact, it has actually gained power in our lives, and has
grown from a flashy novelty to a full-fledged necessity.
Today, virtually everyone has e-mail. Most big companies spend millions trying to develop
ways to use email to their ultimate competitive advantage, which has benefited not only
legions of users, but scores of consultants. There are studies and articles on every
conceivable e-mail issue, from how often you should e-mail your customers, to the pros and
cons of rich media e-mail, and many others.
But for most small to medium-sized businesses, their Internet Strategy, even the simple
concept of keeping in touch with their customers by e-mail, hasn’t even gotten to the
launching pad, much less blasted off. It’s amazing how many businesspeople don’t collect the
e-mail addresses of their happy, paying customers, and haven’t even thought of trying.
Such cases are frustrating, especially when a normally dynamic businessperson takes an
atypical “wait and see” attitude (read: dangerous procrastination). I usually tell them, “Listen,
the Internet is here. Your customers use it. Your prospects use it. And if you want to increase
sales, you should be using it – and using it to the maximum extent – starting now!”
“If you keep putting it off, all the other guys are going to be passing you by – and the longer
you keep putting it off, the farther behind you’ll be. I understand it’s hard to get started, but
this is 2007. Let’s not be sitting around having this same conversation at this time next year –
because, by then, it could be too late.” I find it interesting that when I talk to business owners,
sales managers, and salespeople about Internet Strategy, they always want to focus on
appearances, or what their web site looks like. There are important issues in that concern, but
not overriding ones. The key to your Interactive Marketing strategy is not making your site
look good, but using the Internet – more specifically, e-mail – to increase sales.
4th December 2007
www.omweb.com
Centa - 80/20 SEO - OmWeb
Slide 17
It’s not about your website
• Interactive Marketing isn’t about the web site;
– it’s about using HTML email to send your web site
• to the right person
• at the right time
• with the right offer
• When you get a prospect’s email address and
– follow up (automatically) via HTML email
– its amazing how many of them will email back
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When a businessperson proudly announces that the company has a spiffy web site, I often
reply, "It’s great that you have a web site – and I can help you have an even better one – but
Interactive Marketing isn’t about the web site; it’s about using HTML email to send your web
site to the right person, at the right time, with the right offer."
Let me reiterate: It’s not about your web site! After all, how many customers and prospects
are going there, anyway – and how many other “spiffy,” flashy sites are they going to visit
before and after yours? Even people who find your site in the Internet sea may visit it one
time and one time only. What you need to do while you have them there is capture their email address so that, even if they never come back, you can keep in touch with them forever.
Using HTML e-mail (more about this later) allows you to send beautiful, professional-quality
web pages directly to the prospect’s inbox. It catches the prospect’s eye and attention and
thus provides a real head start on the Interactive Marketing process.
When you get a prospect’s e-mail address and follow up (automatically) via HTML e-mail, its
amazing how many of them will e-mail back. As you well know, even a prospect who is ice
cold today could turn scalding hot a week, or two, or 10, or 52 weeks down the road – and the
business that stays on top of the case by following up will be on the top of the list when it
comes to doing business. Remember: customers like nothing more than to be recognized and
remembered – even if they aren’t buying at the moment.
4th December 2007
www.omweb.com
Centa - 80/20 SEO - OmWeb
Slide 18
We like to receive certain emails
•
Everyone hates “spam” but most people like to receive emails about
things that interest them from people or businesses they know
•
Every business has several things in common. Every business
should:
•
•
•
•
Keep in touch with its customers
Thank customers for their business
Make special offers to certain groups of customers
Follow-up with 100 percent of business prospects, 100 percent of the time
•
Email enables your business to do all of the above more efficiently
with less expense
•
“Yes, it all sounds great – makes perfect sense. I’d love to
implement an Interactive Marketing, but how do I make it happen?”
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It is certainly true that most everyone hates “spam”. But, on the other hand, most people like to receive e-mails about
things that interest them from people or businesses they know. One of the basic tenets is that people love to buy but
they hate to be sold. When you give your customers more opportunities to buy while providing valuable content and
information, they will be more inclined to buy more often. You could create a newsletter that customers actually look
forward to receiving by offering such features as:
A link to a good Dilbert or other cartoon relevant to his customers
A joke of the day
A link to an interesting photo or article
A quote of the day
Special offers only to people on a “Preferred Customer List”
Thanks to his customers
More thanks to his customers, and a sincere appreciation for their business
A Reservation Form
A restaurant “Employee of the Month” story, complete with photo.
A restaurant owner will know the strategy is working the first time a customer walks in and congratulates “Cheryl” on
being Employee of the Month. Cheryl beams; the customer feels good; everybody is happy. This type of mailing isn’t
spam, which is usually unwanted, intrusive, and irritating. This is a method of using e-mail to create and maintain
better customer relationships through better communication. In other words, the savvy business owner creates
interactive communication which is more frequent, more personal, and more relevant.
Now, before we advance to Section 3, in which we explore the Formula, let’s make one final point. You may still not
have seen the relevance of email to your business – say, a manufacturer of custom windows, an independent
insurance office, an industrial door supplier, or something else. In fact, it doesn’t matter what kind of business you
have, because Interactive Marketing principles apply to every type of business, regardless of size and target market.
True, every business is different. But most every business has several things in common. Every business should:
1) Keep in touch with its customers
2) Thank customers for their business
3) Make special offers to certain groups of customers, e.g., biggest customers, customers of select products,
customers who haven’t bought in a while, etc.
4) Follow-up with 100 percent of business prospects, 100 percent of the time.
E-mail enables your business to do all of the above more efficiently with less expense. But you’ve probably already
deduced all that and mentally jumped ahead. You’re saying, “Yes, it all sounds great – makes perfect sense. I’d love
to implement an Interactive Marketing, but how do I make it happen?” Proceed to Section 3, in which we discover the
power of “magic.”
4th December 2007
www.omweb.com
Centa - 80/20 SEO - OmWeb
Slide 19
Section 3
The “5 Steps" for Effective
Interactive Marketing
“The greatest revolution of our generation is the discovery
that human beings, by changing the inner attitudes of their
minds, can change the outer aspects of their lives.” - P187
“How to Get from Where You Are to Where You Want to Be”
Success Principles – Jack Canfield
4th December 2007
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www.omweb.com
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Slide 20
The “5 Steps" for Effective
Interactive Marketing
1. Have effective web sites that generate as much
targeted traffic as possible
2. Use your web sites to capture as many leads
as possible as a percentage of all site visitors
3. Actively manage the content on your web sites
4. Use a sequential auto-responder to
automatically follow up with all your prospects
and customers
5. Use an HTML group emailer to send
personalized emails to each and all your
groups of prospects and customers
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20
Many businesspeople are “overwhelmed” by the Internet
It’s too complicated
I don’t know anything about programming
All I ever get is spam, and nobody reads that anyway
My brother-in-law put up a web site for us, and it didn’t really help our
business
We spent a fortune upgrading our web site and it didn’t make any difference –
except that we now have less money
Consistently follow these five key action steps and you can produce 80
percent of your sales results by focusing on 20 percent of your marketing
activities:
Of course, each of these five requirements is itself a subject worthy of an
entire seminar. But for our purposes here I’ll narrow each down to the key
elements. Again, we’re not trying to turn anyone into a web programmer.
Rather, our aim is to focus your attention and actions on the elements of
these five key steps you need to formulate and implement an effective
interactive marketing strategy – today!
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Slide 21
Step 1.1-1.3 Six key ways to
increase targeted site visitors
1.1 Multiple web sites
1.2 Increase your sites rankings in the “payper-click” search engines
1.3 Increase your sites rankings in the free
search engines
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You can have a great looking web site, but if no one can find it that doesn’t already know your
company’s name, there’s little point. Fortunately, getting your web site to come up at the top
of search engines is probably not as difficult as you think. And with modern pay-per-click
options, you can generate site visitors who are actually looking for what you sell for much less
than any other marketing channel such as direct mail, trade shows, or other forms of
traditional advertising. In a nutshell, there are six key ways to increase your number of
targeted site visitors.
1.1 Increase your number of sites. As we’ll explain in Section 4, thinking about your web
site (singular) is not 80/20 Marketing. Too many Internet Marketers are preoccupied with the
design of their single site’s home page when they should be using their time and energy to
create multiple web sites. For example, if many of your customers are lawyers, why not post a
web site focusing on the specific legal needs? Or florists? Or restaurateurs? Custom targeting
each of your markets maximizes your visitor and lead potential. More important, different sites
with different copy will come up in different search engines in different ways. Why have just
one listing in the search engines when you can have many – and many more opportunities to
be discovered?
1.2 Increase your sites. rankings in the “pay-per-click” search engines. Virtually all
Internet-savvy marketers are familiar with “payper-click” search engines, especially Overture
and Google. Not so for traditional offline businesses. However, the benefits of listing your
offline company in these engines may be one of the best-kept online marketing secrets,
especially for local or regional companies. If you don’t yet know the reasons why, the
competition won’t clue you in, but I will.
1.3 Increase your sites. rankings in the free search engines. Free search engine listings
are the most amazing marketing tool in history. The power of search engines can’t be
underestimated, and any business with real overhead and revenues should take their power
seriously. SEO, which increases your rankings on search engines is both an art and a
science. It isn’t unusual for big companies to pay SEO firms £5,000 or more per month to
improve their standings and thus their numbers of site visitors. The good news is that getting
your site to come up high in the search engines is not rocket science. Indeed, you can
outsource the optimization of your web site(s) for search engines, but you can also do it
yourself. In Section Five, I’ll explain which 20 percent of site optimization factors will yield 80
percent of your results.
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Slide 22
1.1 Multiple web sites
1. Product or Topic-Specific Sites
2. Prospect-Specific sites
3. Topic-Related Information Sites
4. Replicated web sites
5. Non-replicated duplicate sites
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An effective web site must capture attention, arouse interest, and compel the prospect to take action. But first it has
to be seen. Limiting yourself to one web site is like staking all your faith, hopes, and money on that one billboard in
the middle of nowhere. In short, you may find it more effective to develop and post targeted multiple web sites rather
than trying to cram all your products and services into one big, unwieldy site.
1. Product or Topic-Specific Sites A web site targeted to a particular product or service is more likely to be found in a
search engine search for that product. “Keyword density” is an important factor for most search engines
2. Prospect-Specific sites Another highly effective way to employ a product-specific web site is to hone its alreadynarrow focus down to an even sharper, more targeted point. For example, if you use proposals to sell your products
or services; why not put up a prospect-specific web site for each individual proposal?
3. Topic-Related Information Sites many people are not using the Internet or anything else to search for your product.
Either they don’t know it exists, they don’t know they need it, or they are already being supplied by a competitor.
4. Replicated web sites In addition to creating multiple web sites for different products or topics, you can also easily
increase the number and strength of your web sites by replicating, or cloning, multiple copies of a single web site.
How many companies, even large ones with highly skilled, highly paid sales forces give their salespeople: A web site
- The ability to manage their own web site content - The ability to capture and automatically respond to leads - The
ability to follow up with 100 percent of their leads – automatically - A group e-mail program
5. Non-replicated duplicate sites Non-replicated sites are like your previous single web site in that the featured
products and selling points are still the same. But no one says you need to limit yourself to one web site – so don’t!
By making variations in the copy, graphics, design, and even optimization, you can have as few, or as many, web
sites as you wish, each targeted to a specific market or search engine.
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Slide 23
Step 1.4 Increase the online
marketing of your site
–
–
–
–
–
–
–
–
–
–
–
Online ads
Pay-per-click search engines
Directories
Other web sites
Link exchanges
Reviews
Articles
Email newsletters (yours and or others)
eBay
Newsgroups
Chat rooms
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There are many excellent, and cost-effective, ways to increase the visibility of
your site, and increase traffic. We will discuss all of these and more in the
remaining sections.
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Slide 24
Step 1.5-1.6 Effective Web Sites
1.5 Increase the offline marketing of your
site
1.6 Use opt-in email to drive traffic to your
site
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1.5 Increase the offline marketing of your site. Now that you are angling for site visitors,
it’s a good time to consider going back offline to attract online visitors. If this sounds like a
step backwards, it is actually anything but. The key to an integrated marketing strategy is just
that – to integrate all of your online and offline marketing initiatives into an overall cohesive
strategy. The process of “converting” offline marketing and advertising into online interactive
marketing prospects allows you to build your database of prospects and begin more
relationships, more quickly. The idea is to promote not only your business but your web site(s)
offline, and produce maximum lead generation for your interactive communication system.
1.6 Use opt-in e-mail to drive traffic to your site. The pros, cons, and debates surrounding
the issue of opt-in e-mail could easily fill a seminar of their own. One man’s spam is another’s
pleasure – or nightmare, depending on your perspective. Still, from a pure marketing
perspective, there is something magical about being able to send full-blown advertisements
right to a person’s desktop for pennies. In Section Six, we’ll make an 80/20 examination of
this topic, and give you the fundamentals and secrets to make opt-in email work in your
favour.
Once you are successfully driving targeted traffic to your web site(s), the game has just
begun. Then, you have to convert those web site “hits” into actual leads with which you can
begin a relationship. The higher your conversion rate, particularly with people who are not
“hot prospects” right then, the faster your sales pipeline will build and the faster your sales will
increase.
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Slide 25
Step 2.1 Capture as Many Leads
as Possible
• The wrong perspective
• The basic building block of the most
powerful marketing communications
system since television – with the added
advantage of two-way, interactive
capabilities
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Step 2.1 Capture as Many Leads as Possible
You can look at any number of web sites and immediately realize that they are not capturing as many
leads as possible – because most are not capturing any leads. The site designers may have had lengthy
discussions about the placement of the navigation, or the home page colours, or the copy, but they are
still just swinging blind, because they don’t understand what they’re supposed to be swinging at.
The reason so many web sites miss the point of their very existence is that the usually savvy
businesspeople who build them are looking at the product from the wrong perspective. Too many
business professionals fall prey to their own lengthy experience; they tend to look at a web site within
the context of the marketing materials to which they are accustomed: a slick brochure, four-color
marketing collateral, a billboard, even a TV ad. In short, they see a web site as simply another vehicle
for outmoded one-way communication – not as an interactive tool. “The Internet is a tool,” they say. Well
yes, but what kind of a tool? Tools change as civilization changes, and people working from a more
traditional frame of reference don’t always understand or appreciate the innovations. They may consider
the device as a novelty, or regard it with mistrust – even fear. Think about it – if you showed a 17th
century village smithy a modern metalworking lathe, he would probably have you arrested for witchcraft.
This is the perspective from which many traditional marketing professionals view the Internet. And so
they lump it in with the tools they know and trust; and there’s the problem.
You see, if you look at a web site as just another marketing tool, like a brochure, a billboard, or even a
great sales letter, you’re missing the point. You’re only doing what 80-90 percent of existing web sites
are already doing to get a mere 10-20 percent of their results – looking at your web site like a piece of
sales collateral, or as a flashier print or broadcast ad – and in so doing, you are wasting or ignoring an
enormous reserve of untapped marketing and sales potential. A web site is not a nice little “leave
behind” flyer for customers to skim and toss. It is the basic building block of the most powerful
marketing communications system since television – with the added advantage of two-way,
interactive capabilities. This means that it is quite simply the most powerful marketing communications
tool ever developed by mankind. Any marketing professional who ignores this truth does so at his or her
own risk. And any V.P. of Sales who thinks that this falls under “Marketing” and doesn’t apply to them is
missing the whole point – and a tremendous opportunity to increase sales.
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Slide 26
Step 2.2: The Future is
Interactive
• Communication the soul of marketing
• Optimal purpose of a web site is not to
make a sale, but to capture as many leads
as possible
• Permission Marketing - Seth Godin
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For most businesses, including nearly all traditional “offline” businesses (the focus of this
presentation), the optimal purpose of a web site is not to make a sale, but to capture as many
leads as possible. The mission of salespeople is to make sales. The Internet is not likely to change
that. The mission of your web site, if you are properly utilizing it, is to begin relationships with as
many new prospects as possible. This is the central tenet of permission marketing, (Turning
Strangers Into Friends And Friends Into Customers) a strategy mapped out in the 1999 bestseller of the
same name, by Seth Godin.
Although it’s a marketing book for the Information Age, it is grounded in one of the oldest, most
established concepts of business: companies that communicate with prospects on the prospect’s terms
are more likely to prosper. The challenge facing your business is to enable your web site and electronic
communications to accomplish the objective. Things change; marginal prospects become hot prospects,
and vice-versa. And where will you be when the change comes – long forgotten after one brief visit, or
the beneficiary of a steady business relationship, continuing to build a mutually rewarding interaction
that began the first time a prospect visited your site? Worth repeating – and remembering: The value of
the Internet is its capacity for interactivity – two-way communication independent of time and
place.
If you force your prospects to make the decision to move forward with your company right there right
then while they’re on your site, you will get some of them. But you’ll undoubtedly lose many others. You
must view your web site as an opportunity to begin a two-way dialogue on the prospect’s time – not
yours. In short, Interactive Marketing removes much of the pressure of turning prospects into customers.
Giving prospects their space provides time for you to show you are serious about gaining their trust and
business, and gives them the opportunity to make a buying decision on what they perceive as their
terms. Therefore, your focus should be, "How can I capture as many leads as possible?" There are
many specific ideas and suggestions in the sections ahead, but essentially, capturing leads comes down
to a sufficient quid pro quo in the mind of the prospect. In other words, you must convince the first-time
site visitor to give you his or her e-mail address in exchange for something. The key question is, “In
exchange for what?”
Typical quid pro quos include information, white papers, free research, access to online demonstrations,
drawings, contests, requests to receive something in the mail, etc. Of course, you should test different
offers in exchange for email addresses. As you test and refine your processes – both the offers and
means of collection – your conversion rates should increase.
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Slide 27
Step 3 Manage the Content of
Your Web Sites Yourself
Step 4 Use a Sequential AutoResponder
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#3: Manage the Content of Your Web Sites Yourself
You know the old saying: “If you want something done right, do it yourself.” Well, that applies to your web site, too. It
used to be that unless you were a computer geek, you had to rely on IT people to change your web site content –
which meant relying on their schedules, paying their prices, and trusting their instincts, which weren’t always correct.
But times have changed for the better, and content management tools or software applications now enable
nonprogrammers to make changes to their own web sites, or at least update selected pages of the site. The content
management industry is booming, and with good reason – marketing and sales departments (never the most patient
people, even under the best circumstances) have gotten fed up with the lag time between asking IT for a web site
update, and actually getting it done. It doesn’t do a company’s interactive marketing efforts much good to run a cool
new promotion which is over by the time IT finds the time to update the site. The applications that sprang up as a
result gave nontechies the power they sought to update web sites themselves, quickly and easily. You need this
power, too. Why? Because if you are making optimum use of your web site – maintaining simultaneous interactive
communications with all members of a continually expanding base of customers and prospects – you will need to
publish various materials online in order to keep your customers’ interest alive, and keep the relationships dynamic
and thriving. Some effective examples of these materials might include:
§ Special discount offers – sending a link to qualified, i.e., steady or large customers only
§ Coupons with short expiration windows – to encourage the customer to act quickly
§ Customer surveys – e-mail a link and award a bonus to those who click in and complete the survey
§ Meeting announcements and directions
§ Meeting results and group comments
§ An “Employee of the Week” feature
§ Proposals for customers
§ Your business calendar or schedule
In short, if you have the ability to publish web pages to support your marketing or sales efforts whenever you need or
want, you would be crazy not to. It would be like Superman not using his X-Ray Vision because he doesn’t want an
advantage over the villains. When you have content management capabilities, you will be amazed at the number of
great ideas that will spring to mind. On the other hand, if you don’t have this ability, you probably won’t be thinking
about all the ways you can update and improve your web site, and keep in touch with your database, so your web
site will remain static, gray, faceless, and basically ineffectual. Here’s a good example of how easy-to-use content
management tools can make your web site more interesting and useful:
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One college implemented a content management solution in which each Admissions Counselor (the college’s name
for their salespeople) was able to create and publish his or her own web pages. If a prospective student had an
interesting or useful question about the college, or college life, the counselor could make it the focus of a new page
and add it to the college web site for all future prospects to see. Within six months, the college’s web site evolved
from a decent, but boring, 50-page directory to a robust, constantly evolving site that included, at last count, over
1,100 pages of information. Without the power and ability for the salespeople to create and update their own web
pages, the college would have never been able to create this compelling content. And if you don’t get the power of
content management yourself, you’ll never be able to use your web site to take advantage of all the possibilities of
interactive communication. As with most such software applications, content management solutions run the gamut in
price as you add features and capabilities – from as little as £100 to as much as £150,000 for the software alone. I’ll
give you some direction to help you select the right application for your business, and suggest some ideas for your
web site. Using these tools, you should be able to create a promotion, post it online, and e-mail a link to your
customers and prospects – all in less than an hour.
Magic Formula Key #4: Use a Sequential Auto-Responder
If you have not used this powerful tool before, prepare yourself. It is the new frontier of Internet Marketing, and it will
skyrocket your sales. Generally, an auto-responder refers to an e-mail program that automatically replies each time it
receives an e-mail. For instance, when you e-mail a company and immediately receive a reply reading, “Thank you
for your interest in XYZ Company. We will do our best to get back to you within 24-48 hours,” that's the work of an
auto-responder program. The concept of the auto-responder has been around for quite a while, and the technology is
not rocket science, but few businesses are taking advantage of this tool in the right way. That’s unfortunate, because
when used properly and consistently, auto-responder e-mail provides a huge potential for growth. The great
advantage of the sequential auto-responder is that it allows you to send a series of data-driven (personalized) e-mails
to prospects on a pre-set schedule. For example, when a prospect enters his or her e-mail address at a web site, the
sender instantly receives an instant reply. That is what an auto-responder does. The power of the sequential autoresponder is what happens next. After the e-mail address is entered, it begins a series of completely automated
marketing messages that are automatically sent at the pre-selected time. The system automatically follows-up with
every single prospect on a pre-set schedule. Each e-mail is sent “to” each individual prospect and is sent “from” an
individual sales rep.
Anytime the prospect replies, their e-mail is sent directly to the inbox of the sales rep who “signed” the outgoing
message. Thus, the auto-responder conducts a productive one-on-one communications relationship with every single
prospect, without any effort on the part of the sales people.
The auto-responder follows up with 100 percent of the prospects 100 percent of the time and brings the salesperson
into the loop only when a prospect shows he or she is really interested by replying to one of the e-mails. Or, if the
prospects clicks on one of the e-mails, the proper sales person can be immediately notified of this expression of
interest and follow-up with a personal call or e-mail. Put yourself in the prospect’s shoes – would you rather give your
business to a salesperson who has stayed in touch,
or the one who sent you a single e-mail and never followed up? In essence, the sequential auto-responder is a
marketing dream come true. Imagine if no prospect ever “slipped through the cracks.” Imagine being able to follow up
with 100 percent of your prospects, 100 percent of the time. That’s what happens when you properly utilize a
sequential auto-responder.
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Slide 28
Step 5 Use an HTML Group Email
• To Keep in Touch with All Your Prospects
and Customers
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If there is one overriding theme I have tried to impart here, it is that you can – and should – use datadriven e-mails to keep in touch with all your different groups of prospects and customers. But if you have
been paying attention and are already thinking about how to apply the magic of Internet marketing to
your own business, you will probably come up with all the best ideas yourself. Just consider all the
possibilities and benefits of building relationships with your customers and prospects through electronic
communications, and the good ideas will just keep coming.
For example:
Do you have overstocked inventory? For the cost of an e-mail, and much less time than doing
markdowns or Returns To Vendor, you can take pictures of the merchandise, paste them in an e-mail
with descriptions and prices, and send it to all your customers.
Did your Bed & Breakfast get a bunch of cancellations for the weekend, and you need to fill some of
those empty rooms? Time to run a Weekend Special! Take a few minutes to create an e-mail and send
it out to everyone in your database.
Do you have customers who haven’t bought anything in a while? Make them an offer they can’t refuse
by sending out a special discount coupon they can print from their computer and redeem at the store.
Better yet, electronically deposit “funds” on their gift cards and send an e-mail inviting them to spend the
“free money” they’ll get if they come in by a deadline you set.
The possibilities are as numerous as your business needs. You can use HTML group e-mail in just
about any conceivable way to market your business to all your customers and prospects, no matter what
their particular needs. It’s the perfect solution for targeting your general market, and any and all niche
markets, without having to leave anyone out of the big picture, and without having to spend a fortune on
a series of customised printed materials. If you still haven’t begun taking advantage of the power and
versatility of HTML group e-mail to keep in touch with all of your prospects and clients, there’s no better
time than the present to get started – before you fall farther behind. In a nutshell, this is the formula for
effective Internet Marketing. Just a common-sense combination of modern technology and good
business techniques. Once you implement the Formula and start mapping out your marketing strategy
for increasing your interactive communications with all your customers and prospects, the magic works
more easily and more effectively. And when you put these simple tools in the hands of your salespeople,
I think you – and they – will be amazed at the results. Once you start putting your version into action,
send me an e-mail at [email protected], and tell me how it’s working for you.
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Slide 29
Section 4
Search Engine Marketing
“How to Get from Where You Are to Where You Want to Be”
Success Principles – Jack Canfield
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Slide 30
How to Increase the Rankings of
Your Web Sites in the Search
Engines
The search engine is one of the
most powerful marketing tools
in the history of the world
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Search engines allow you to make immediate contact with people anywhere in the world who
are looking for what you sell, exactly when they are looking for it. This is a truly profound
capability. And if you know how to make your web site come in near the top of a prospect’s
search engine results, you’ve got a major jump on the competition.
First, many successful businesspeople are completely missing the possibilities made
available to them by the use of effective Internet marketing.
Second, even though a business has an existing web site which produces few customers, this
does not mean that their business cannot be significantly increased through an effective
Internet strategy.
Finally, even successful long-established businesses can experience significant, exponential,
increases in business by means of an effective Internet strategy.
The subject of search engines is complex and worthy of an entire presentation in itself.
Indeed, there are many good books on search engine optimization, as well as a number of
excellent web sites with extensive information on the subject. There is also a lot of
misinformation, and widely held beliefs that just aren’t true. The mysteries of modern search
engines, and their secret proprietary algorithms, make great fodder for rumours and crackpot
theories.
This section does not pretend to be a comprehensive resource on search engines. Rather, its
purpose is two-fold: first, to give you a thorough overview of the basic knowledge you need to
get up to speed – the 20 percent of the search engine concepts that will net 80 percent of
your results; second, to provide a step-by-step guide to dealing with search engines, allowing
you to get from Point A to Point B as easily and efficiently as possible
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Slide 31
Types of Search Engines
• Three different categories
– Pay-per-click search engine listings
– Free search engine listings
– Directories
• For most businesses, pay-per-clicks on
targeted search results provide the best
ROI (Return On Investment) of any
marketing effort
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There are over 165 commercial search engines, and each utilizes different algorithms and formulae to determine the
rankings of its search results. As a result, the same sites may appear near the top of a search one day and
mysteriously disappear the next. Such results tend to befuddle most laymen and business owners who regard the
concept and operation of search engines as highly technical, complex, and random – in other words, as something
best left to the computer geeks. However, the fact that search engines remain a mystery to your competitors is good
news for you. In truth, there are only a handful of search engines you need to be concerned with – and you can make
your web site appear at the top of these engines, anytime you desire, on a pay-per-click basis. Several years ago,
you had to depend on trial and error to get your site at the top of search engines. Today, with pay-per-click search
listings, you can create a brand new site today, and have it appear at the top of major search engines within 2-4
days, or in fifteen minutes on Google. For most businesses, pay-per-clicks on targeted search results provide
the best ROI (Return On Investment) of any marketing effort. Unfortunately, however, the vast majority of
business owners are not taking advantage of this phenomenal opportunity. Unfortunately for them, but very
fortunately for you.
Pay-Per-Click Search Engines
You are probably familiar with most major search engines (Google, Yahoo, MSN, AOL, Altavista, Lycos, Hotbot,
Excite, etc.), and know how popular they are. But if you think it’s tough to get your site to appear near the top of the
lists for these engines, prepare to be proven wrong. Within a few minutes, you can log on to an account, and “bid” on
the search terms you want to bring up your web site. Once your ad and web site are approved, you are ready to go.
Pay-per-click listings are one of the most profound marketing strategies available for several reasons:
With one simple bid, your listings can reach up to 80 percent of all Internet users.
You only pay when people: (1) search for your exact search term(s), (2) read your product/service blurb, and, (3) click
on and visit your site
You can control exactly how much you spend on a per click, daily, or monthly basis.
You can easily test different bid amounts for different rankings, ads, titles, and/or web sites.
You can put up a new web site and see your listings at the top of major search engine rankings, literally within a
matter of days.
The price you will want to pay per click will vary, depending on what you sell, your average cost per lead from
traditional methods, and the lifetime value of your average customer. However, for many businesses, particularly
those selling high-ticket merchandise or services to a limited target market, it will be impossible to pay too much for a
click, compared to the value received. The success of your placement depends mostly on the quality of your ad or
blurb. On the other hand, though, after factoring in your products, costs, conversion rates, and profits per sale, it may
be worth the effort to rank #1. If you sell low-priced items involving common search terms, you may want to
experiment with different ads, sites, and bid amounts to ensure you don’t pay too much. Luckily, it is easy to test
variations of your listings. You can get several different versions of ads, and even web sites, approved. Then you can
play with the bid amounts and, therefore your rank, in the results on a real time basis. Any changes you make are
reflected immediately across all the search engines using Google results. For most traditional businesses, however,
the pay-per-click price is an 80/20 issue, hinging on your needs, your market, and the benefits you would receive.
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Slide 32
Google PPC
Advantages
– Advertise to potential customers when they are searching for your
products
– Reach a wider audience than any other medium
– Google AdWords are seen by 80% of the users on the Internet
– Specifically target Internet users who are most likely to buy your
products
– Target customers geographically
– Pay only for customers who click on your advertisements
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Slide 33
Pay-Per-Click Strategies
• 80/20 checklist for pay-per-click search engine
placements
– Include as many different keywords as possible
– Create a different ad for each keyword or search
phrase
– Include the search term in the body of the ad
– Write ads with strong copy and good titles that jump
out of the pack
– Check other related topics that your prospects may
be searching for
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Pay Attention and Test, Test, Test!
As with any marketing campaign, testing is one of the keys to gauging the
effectiveness of your pay-per-click listings. The obvious line of reasoning is
that if your listing doesn’t test well, you may want to rethink your strategy.
Fortunately, pay-per-click search engines allow you to place your own ads at
or near the top of major search engines and immediately test the results. You
can also use third-party software to manage your listings, according to your
specifications – for example, checking your listings every 15 minutes
throughout the day to ensure your listings remain in the desired positions. As
we’ve said, one of the keys to effective Internet marketing is to add automated
marketing methods to your processes, without interrupting or neglecting your
other business activities. If you miss a sales call because you’re sitting around
playing with search engines, you’re obviously missing the point.
That caveat expressed, here is the 80/20 checklist for pay-per-click search
engine placements:
If you are not currently using Google AdWords, the most important thing is to
get started right away. Most businesspeople are pleasantly surprised by the
results as their ads begin appearing at the top of the major search engines.
How about you?
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Slide 34
Google Keyword Tool
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Keyword Density (the percentage of words on your page that contain the
search terms or “keywords”)
Google Keyword Tool doesn’t just tell you the total number of expected
searches per keyword, but Advertiser Competition, Last Month Search
Volume and Avg Search Volume
Centa Business Services
Keyword Tool
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Slide 35
Free Search Engine Results: The
Ultimate Return on Investment
• Getting your site listed on the major
search engines is the ultimate return on
investment (ROI) for your marketing pound
• Google scores the relevance of each page
they index based on their own algorithm
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Getting your site listed on the major search engines is the ultimate return on investment (ROI) for your marketing
pound. For the incredibly low price of zero, search engines allows people all over the world who are looking for
exactly what you sell to find your web site. When I say getting your site listed, I mean within the top 10 search results
for the search terms you want. (This equates to the first page of Google.) A ranking any lower drops the effectiveness
of the listing so sharply that you need to refine your listing and ads until you come up higher. As a rule of thumb, 90
percent of web searchers won’t look beyond the first page and another other 10 percent won’t look beyond the
second. Maybe one out of 100 will ever look beyond that. Also, Google should be your top priority. Again, Google
search results are displayed on three of the top four search engines, including Google, Yahoo, and AOL.
The bad news is that getting to the top of Google is not easy.
The quest for a good Google placement has stymied many a webmaster, and even those that are successful are
soon dismayed to discover that their site has been knocked down a few pegs – or removed altogether – the next time
Google indexes their site, or re-indexes the competition. For those of you who have never tried to get a web site
listed in Google, this section includes the 20 percent of the activities you need to know (and follow) to get 80 percent
of the results:
Google Basics
Google is a “pure” search engine; it attempts to index every page on the Web and rank them according to its own
formula, with more relevant results ranked higher. People in the business of SEO (search engine optimization) refer
to such non-paid listings as “organic” search results. Of course, the key question is: “what makes a site more relevant
to Google?” This section answers that question.
Each search engine uses different formulae or algorithms to calculate the ranking of sites in their listings. Taking this
into account, it is often a good idea to build different pages, or even sites, on your relevant issues to optimize for
different search engines. Google should be the focus of your attention, but many of the techniques described here
are basic strategies that will help improve your rankings in any search engine. It generally takes four to eight weeks
to get a site listed in Google. Its spider, the “Googlebot,” re-indexes most sites in the engine about once a month.
On the other hand, many of the most important factors for Google, such as outside links to your site, will be added to
Google all the time. (Also, Google indexes some very popular, constantly revised sites, such as CNN, much more
frequently.)
Google scores the relevance of each page they index based on their own algorithm, as explained below. Note that
some of the factors affected your rankings are affected by things you do on your own web site (“internal factors”), and
others are determined by web sites other than the site you are
trying to optimize (“external factors”).
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Slide 36
Google Basics - 1
• The factors Google uses to determine the
relevance of each site include the
following elements
– Page HTML title
– Keyword Density
– Incoming Links
– Meta Tags
– Keep Your Code Clean
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Page Title (the HTML title of your web page) The title appears in the top bar of the browser window when you view
a web page. Selecting the title of your page is the most important aspect of web page design you can control to affect
your rank on most search engines, including Google.
Keyword Density (the percentage of words on your page that contain the search terms or “keywords”)
Google Keyword Tool doesn’t just tell you the total number of expected searches per keyword, but Advertiser
Competition, Last Month Search Volume and Avg Search Volume. Another important point to keep in mind when
choosing keywords is that you might not necessarily want to choose the most popular keywords. Sounds
counterintuitive, but think about it. It is quite possible that the most popular keywords for your site are much more
competitive than the keywords which are not searched quite as often. You must ensure that it not only reads well, but
also maximizes your “relevance” in the search engine indices. Copy that is written to please readers becomes
irrelevant if you’re buried in Google and not even a pack of bloodhounds could find your site in the first place. The
main factor here is keyword density. This refers to how often your keywords appear in your site copy, as a
percentage of all words on the page. Generally, you want to include your keywords early and often. Note that there
are many highly-ranked pages that are all Flash, or one big image that is invisible to Google’s spider. They rank high
because of the incoming text links, the Page Rank, and the title of the page. However, you still want to include your
keywords in the text of the actual page because it is more important to other search engines, including Inktomi, the
backbone of MSN and Hotbot among others.
Pay Attention to the Order of the Keywords in Your Titles, Domain Names, and Site Copy Word order is
extremely important when listing on Google, so it is a valuable exercise to research the most popular search phrases
of your target prospects.
Incoming Link Text (known as Page Reputation and based on the words used in the incoming text links to
your page)
Use Your Keywords in Your Navigation Links and Links to Other Sites Update Your Content Often
Meta Tags: All You Need to Know Meta tags are text descriptions written into the HTML code of your web pages.
The text does not display on your web page, but describes your site to the search engines for purposes of
cataloguing your site. There are two important types of Meta tags. The Meta “description” tag is a necessity for you to
include in your site. Many search engines, including Google, sometimes use it to describe your site in the blurb on
their search results, and it is what a searcher sees when they decide which search results to click. On Google
sometimes, and on other search engines, always, the meta description tag is your only shot to describe your site in
such a way that it would make someone want to click on your listing.
Keep Your Code Clean For best search engine optimization, always keep your HTML clean and simple as possible.
Many HTML editors create superfluous, unnecessary code that can confuse search engine spiders. Make sure your
HTML, particularly the beginning, is as clear and succinct as possible
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Slide 37
Google Basics - 2
• Google PageRank
• Link Popularity
• View Source
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Google PageRank: The Key to Success with Google One of the most important factors in Google result rankingsis
the number of “quality” sites that link to your site. PageRank is a term used by Google to describe the quality of a
site. Google ranks all sites they index on a scale from 0 to 10. Sites with more sites linking to them are assumed to
be of higher quality (more relevant) for the same search terms than those with fewer linked sites. Yahoo, for example,
is a 9. Quality is often more important than quantity. So-called “web rings,” or “link farms,” which cause a large
number of “non-quality” (low PageRank) sites to link to one another, are useless at best, and actually detrimental to
your results.
Link Popularity (how many external links there are to your web page) PageRank score (a Google score based
on the number of links that link to your page, as well how popular the pages are that contain the incoming links).
Once you get your site listed in Google, there are various strategies (such as getting quality sites to link to you) you
can employ to affect external factors and move your site up in Google search results.
View Source on Other Web sites for Ideas. One of the best ways to begin optimizing your site for Google is to
search for your keywords and look at the sites that come up highest in the rankings. You’ll notice that they usually
have the search terms (keywords) in the title of the
Google runs on a unique combination of advanced hardware and software. The speed you experience can be
attributed in part to the efficiency of our search algorithm and partly to the thousands of low cost PC's we've
networked together to create a superfast search engine. The heart of our software is PageRank™, a system for
ranking web pages developed by our founders Larry Page and Sergey Brin at Stanford University. And while we
have dozens of engineers working to improve every aspect of Google on a daily basis, PageRank continues to play a
central role in many of our web search tools.
PageRank Explained
PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an
individual page's value. In essence, Google interprets a link from page A to page B as a vote, by page A, for page B.
But, Google looks at considerably more than the sheer volume of votes, or links a page receives; for example, it also
analyzes the page that casts the vote. Votes cast by pages that are themselves "important" weigh more heavily and
help to make other pages "important." Using these and other factors, Google provides its views on pages' relative
importance. Of course, important pages mean nothing to you if they don't match your query. So, Google combines
PageRank with sophisticated text-matching techniques to find pages that are both important and relevant to your
search. Google goes far beyond the number of times a term appears on a page and examines dozens of aspects of
the page's content (and the content of the pages linking to it) to determine if it's a good match for your query.
Integrity Google's complex automated methods make human tampering with our search results extremely difficult.
And though we may run relevant ads above and next to our results, Google does not sell placement within the results
themselves (i.e., no one can buy a particular or higher placement). A Google search provides an easy and effective
way to find high-quality websites that contain information relevant to your search.
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Slide 38
Google Checklist
1.
Submit your site to Google
2.
Site Copy – Re-write?
a)
a)
3.
www.google.com/addurl.html
Focus on frequent, excellent use of your keywords in all sections throughout your site
Get your site listed in as many “big” web sites as possible
a)
b)
https://siteexplorer.search.yahoo.com/submit
http://www.dmoz.org/add.html
4.
Consider the following software:
5.
Find “Directories” to link to
6.
Post valuable content in related newsgroups and forums
7.
Find many other industry-related sites to link to you
8.
Refresh, Revise, Expand
a)
b)
a)
a)
a)
a)
www.optilinksoftware.com (£75 - free trial)
www.wordtracker.com (£149 - free trial)
In Google, search: intitle:add+url (1,25m) OR intitle:submit+your+site (1m) OR intitle:add+your+site
"keyword“
Always include a link to your site with the keywords in the text of the link
Make sure they use your keywords in their text descriptions of the links
Improve your content as much and as often as possible
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Google Checklist
Here is a step-by-step summary of the steps you can take to get your site ranked high in Google:
1) Immediately submit your site to Google; it usually takes over a month to get indexed the first time.
http://www.google.com/addurl.html
2) Re-write the copy for your site, focusing on frequent, excellent use of your keywords. Use your keywords in all
sections throughout the site. Pay attention to their “correct” order, and use them in your domain name, titles, and
image alt tags, especially. This “keyword density” is a very low weight factor for Google, but it is more important for
other search engines. The proper keywords, however, are crucial in the page titles.
3) Submit and get your site listed in as many “big” web sites as possible, particularly Yahoo and the Open
Directory Project at www.dmoz.org
4) Consider the following software: OptiLink www.optilinksoftware.com (£149 - free trial) Optilink: Link popularity
has quickly become one of the most important factors that influence your rankings in the search engines. What is
important is not only the number of sites linking to you, but the quality and relevancy of the sites that are linking to
you. i) analyzes the link structures of your top ranking competitors and tells you why they rank well, so that you can
emulate the same tactics that your top ranking competitors are using. ii) allows you to do "what if" analysis - it tells
you what sort of rankings you can expect if you adopt a particular linking strategy. iii) monitor the sites that you have
exchanged links with to ensure that they are still linking to you and are linking to you the way you want them to.
Wordtracker: The first and most important step in any search engine positioning campaign is identifying the
keywords for which you should optimize your site. WordTracker's keyword research service is the only one on the
Internet that will provide a comprehensive and powerful database of the most popular keywords in your industry. It
has features that all other keyword research tools lack - for instance, it will help you identify related keywords that you
would otherwise never have thought of, it differentiates between singular and plural keywords and tells you which
version is more popular.
5) Find as many other “directories” to link to you as possible.
6) Post valuable content and contents in various related newsgroups and forums. Always include a link to
your site with the keywords in the text of the link. Newsgroups are online discussion lists. People use
newsgroups to communicate with others about a common subject. They can be: looking for advice;
seeking products or services; or sharing information. However, this is not one-to-one conversation. Once a
newsgroup message is posted, it can be read by people all over the world. Newsgroups are organised in a
hierarchical fashion and are usually classified with a few letters after their name. Three of the most popular are:
alt - any conceivable topic; biz - including business products, services and reviews; and comp - including hardware,
software and consumer information.
7) Find as many other industry-related sites to link to you as possible. Make sure they use your keywords in
their text descriptions of the links.
8) Refresh, revise, expand, and improve your content as much as possible, as often as possible.
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Slide 39
Section 5
Promote Your Sites Online
“Change is the law of life. And those who look only to the
past or present are certain to miss the future.”
“How to Get from Where You Are to Where You Want to Be”
Success Principles – Jack Canfield
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Slide 40
Good Ways to Promote Your
Sites
• Build Relationships with Target
Prospects, and Create More Business
– Online Directories
– Get Published: It's Easier Than You Think
– Create Your OWN Directory!
– Use Directories to Establish Links with
Other Web sites
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So now you have a web site. In fact, you have several web sites. Now all you have to do is generate traffic, get some
hits, and wait for the leads to flow in. As we discussed in the previous sections, one of the best ways to get targeted
site visitors is to improve your rankings in the search engines, particularly Google. Naturally, if people are looking for
what you sell, your ability to optimize your ranking at the top of the major search engines should be your top priority.
But improving your search engine ranking is only one of the many ways to drive traffic to your site. This section
examines a whole smorgasbord of ideas that could work for your business. As you go through the list, think about
ways you could adapt the techniques to your specific business situation. Many of these techniques require that you
actually get online to run searches and do research. I can give you some general ideas and point you in the right
direction, but making them work for your unique situation depends on your willingness and ability to adapt them
accordingly. In short, the most productive route is to do some research to see what opportunities exist in your
particular industry. Then, create an action plan to exploit them – either by finding people who are looking for what you
sell or finding people like those who but what you sell. If you find the right kind of people you can start a valuable,
ongoing relationship; it doesn’t even have to be about business in the beginning. Later, after you’re acquainted and
already have a relationship started, you can broach the subject of your products and services. Again, the idea is to
think about the process of turning strangers into friends and friends into customers.
Directories One of the most important actions you can take is to research and get listed in every relevant industry
directory you can find. Many industries support one or two major directories, usually sponsored by trade groups or
vendors. Trade groups like to support their member companies by enabling potential customers to “find a
(dentist/car/whatever) in your area.” It is also common for vendors to create similar directories, either to endear
themselves to their target market, create advertising revenue for listings in the directory, or both. If you don’t do the
legwork to identify such opportunities, you will not be able to take advantage of the additional markets they provide –
and the additional links to your web site that helps your rankings with Google.
By now, you should realize that there are crucial benefits to being listed in these directories, above and beyond the
obvious potential traffic of prospects looking for your specific products or services. Directories tend to become
“important” sites in the eyes of the search engines. Consequently, as you increase your directory listings, you will
increase your PageRank (number of sites linking to you), and therefore your rankings in Google. Remember, when
you make any attempt to influence your ranking by getting links to your site from directories or other sites, always
use a text link back to your web site, and try to get the site linking to you to use your keywords in their link –
not the name of your company. Of course, this may not always be possible. But if you have any control over your
listing in the directory – which you may well have if it is a paid listing – be sure to exert that control to the best of your
abilities. Also, remember that this is one more reason to always select domain names with your keywords –
separated by hyphens. When you do so, any site that links to you with the URL of your web site as the text of the link
will automatically include your keywords.
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Slide 41
Get Published: It's Easier Than
You Think
• Very economical sources of good PR
• Create Your OWN Directory!
• Use Directories to Establish Links with
Other Web sites
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Another reason to get listed in as many directories as possible is that they often function as very economical sources
of good PR. Directories should have regular newsletters, both for the directory members they serve, and for the site
visitors they capture as they build their database. In the event the directory does not publish a regular email
newsletter, suggest that they do so – and offer to do it for them. If they don’t know how, or don’t have the right
software, you will be able to show them how easy it is after the next section.
On a scale of difficulty between brushing your teeth and creating a PowerPoint presentation, publishing and
disseminating an e-mail newsletter is somewhere in the middle. It’s a little harder than sending an e-mail but, if
you can insert a table in a Word document, you can handle it. Alternatively, if neither you nor the site masters want to
deal with the time commitment and logistics of the e-newsletter process, you can easily and economically outsource
the entire project. Any student webmaster can take the articles and blurbs you provide and produce a nice newsletter
in a couple hours once a month. Similarly, if you don’t have the time or the inclination to do the actual writing yourself
you can outsource that as well.
Create Your OWN Directory! You can always take the entrepreneurial route and create your own directory, built to
reflect your unique vision. Becoming an e-publishing magnate isn’t brain surgery. You can start with something as
simple as a £9.00 domain name, £10.00/month hosting, and two or three pages of content, and, voila! – you are the
owner, publisher, and managing editor of your own directory.
Use Directories to Establish Links with Other Web sites By now, you firmly understand that the two keys to your
site’s rankings in the search engines are how many sites link to yours, and what is contained in the text of the links to
your site. Ideally, you are using OptiLink. Keep in mind that search engines pay more attention to links from the home
page or higher level pages of a site than to links from pages buried in the nether regions of a site. Send link
exchange requests or suggestions to a specific person.. You can always look up the “whois” information for that
domain name online. Go to any domain registrar, such as www.godaddy.com and www.nominet.org.uk search for
their domain name. When it says that name is already taken, click on More Information, and it will tell you the
administrative, name number, and e-mail contact for that domain. Keep the following guidelines in mind:
Keep your e-mails personal.
Make your e-mails long enough so that the prospect can get a feel for who you are and where you’re coming from.
3) Send your message from a real e-mail address, and when you get a reply, follow up as quickly as possible.
4) If you are sending such e-mails one at a time, try to put in a little specific info about each site.
5) Don’t be afraid to pick up the phone and call.
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Slide 42
How to Make the Most of Email
Newsletters
• Why not?
• Do it now
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If you are not currently publishing an e-mail newsletter, I have only one question: Why not? And one piece of advice:
Do it now! Maybe that is too subtle, but I believe that publishing your own e-mail newsletter is a plan with no
drawbacks or caveats. The best thing about e-mail is that it is virtually free and mostly automated; the only real work
involves simply putting together the actual e-mail. You should use e-mail on a regular basis to keep in touch with all
your customers, clients, prospects, and even vendors (You never know when one of them will come across a hot
prospect for you. And when the vendor is on your mailing list, he or she can refer you to the prospect by just
forwarding your e-mail.)
Of course, an effective e-mail newsletter doesn’t spontaneously appear along with the idea. You must take the time
and effort to ensure that your newsletter reaches its potential. Here is a list of guidelines to consider:
§ Invite your customers to contribute to your e-mail newsletter, and tell your other customers when they do; you could
end up with a veritable network of correspondents.
§ Keep it businesslike, but maintain a personal, caring touch. Remember: the purpose of the enterprise is to build
relationships. Toward that end, use your newsletter to as an opportunity to let your customers get to know you better
– and vice-versa. Talk about new customers and new employees, use personal experiences, etc.
§ Offer special subscriber-only discounts or promotions.
§ Give it a sense of humor. Everyone likes to smile and laugh. It makes business – and life – easier and more
enjoyable. Besides, who wants to maintain a relationship, on any level, with a humourless stick-in-the-mud?
Banner Ads
Banner ads at the top of pages on prestigious sites like Yahoo tend to be, of course, very expensive. On the other
hand, they also tend to get a lot of attention. You can find a less pricey way to use banner ads by running them at the
top of targeted directories in your field. Most banners are still usually sold on a CPM (Cost Per Thousand
impressions) basis, so a narrow-focus directory will usually be more economical. The key with banner ads is to shop
around and track your results carefully – and to weigh the advantages, if any, of running a banner ad for your
business. If you run an average small business, banners on large portals are probably not worth it. Instead, focus
your attention on other areas with more obvious ROI potential, such as strengthening your free search engine
rankings.
E-Mail Newsletters
Purchasing ads in e-mail newsletters is often a worthwhile investment. Newsletter readers are often fairly loyal fans –
as you may discover when you publish your own newsletter. Placing ads in these newsletters is an excellent way to
capitalize on the good will created by the list owner, in much the same way a talk radio advertiser benefits from the
endorsement of the host. Again, as you shop around, you will get a feel for the price of different newsletters, based
on the number of subscribers and your placement in the pages. Choose the ones most comfortable for your budget,
that most closely parallel your objectives and prospective audiences.
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Slide 43
Newsgroups & eBay
• Newsgroups
– Another good no-cost way to get out the word on your
news and views
• eBay
– one of the world’s greatest sources of almost-free
advertising
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Newsgroups
Another good no-cost way to get out the word on your news and views is to participate in topical
discussions on various newsgroups, or post announcements on their message boards. Your signature
on each contribution can include your e-mail address, as well as a link to your web site. When
participating in such a forum, it is extremely important to limit your discussions to the topic and subject
area listed on the message board or e-mail list. The last thing you want to do is offend someone by
interjecting controversial opinions or going off on irrelevant tangents. Barring that, you will be able to
participate in the conversations while simultaneously introducing countless prospects to yourself and
your business. If you don’t have the time to participate yourself, you can delegate the task to hourly
workers or even interns to scour the Internet for relevant newsgroups, promoting your business.
eBay
Everyone knows eBay – it’s the grandfather of online selling and an Internet legend. And, while it has
developed the reputation as the world’s biggest garage sale, it is also one of the world’s greatest
sources of almost-free advertising. If you sell anything that can be sold on eBay, by all means, do it –
and not just for the revenue from your auctions. Instead, think of eBay as a way to advertise for
practically nothing and link people back to your web site. Once they are on your site, you can sell them
your products and services immediately and/or capture their contact information for future sales. The
sheer numbers of people going through eBay make it a marketing avenue worth considering for many
different types of businesses. Think about all the things you could advertise on eBay that might appeal
to the same people who constitute your core product target market. With a little creative thought, you
might be able to use that appeal to drive eBay visitors to your site, and onto your marketing email list.
No matter what marketing channels you utilize, it is crucial to keep close track of your results – identify
what works, what doesn’t, and what really works. And always remember the first rule of marketing: Test,
Test, Test! You may be surprised at which headline, ad, or web site pulls in the most prospects. As long
as you keep testing and tracking, you’ll keep improving, and your leads, revenues, and profits will keep
growing. Of course, there is a nearly limitless number of ways to market your site online, but I think you
get the idea: Explore all the different possible strategies to publicize the existence of your web site – and
always remember that the purpose of your site is to capture as many leads as possible. In the next
section, we’ll talk about what to do with the leads once you have them.
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Slide 44
Section 6
The Holy Grail of Marketing
“If you think you’re too small to have an impact,
try going to bed with a mosquito in the room.” – P435
“How to Get from Where You Are to Where You Want to Be”
Success Principles – Jack Canfield
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Slide 45
Data-Driven Permission-Based
Automated Email
• Email Can Impact the Entire Sales Cycle
• Capture as Many Email Addresses (Leads)
as Possible
• Entertainment and Involvement
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Data-Driven Permission-Based Automated E-Mail: The Holy Grail of Marketing Regardless of what you sell and
how you sell it, chances are excellent that you could be doing more with e-mail – probably a lot more. Almost
everybody has e-mail now, including your prospects and customers. The question is, “What are you doing about it?”
In terms of 80/20 analysis (focusing on the few activities that get the most results), e-mail is one area on which
almost every business owner or salesperson should focus more attention. E-mail is either free or as close to free as
you can get. It also gives you the ability to communicate one-on-one with your prospects and customers in a way that
is highly individualized yet completely automated, at the same time. Some companies are catching on to the
tremendous untapped potential and possibilities of e-mail, but most are lagging far behind. E-mail generally fits into
one of two categories: sales and customer service. E-mail Can Impact the Entire Sales Cycle If you want to
increase your business, there are only three ways to do it: you can either increase your number of customers, sell
more to each customer, or sell more often to each customer. Effective e-mail strategies can help you do all three of
those things. Remember that the purpose of a Web site is not to make a sale, but to capture as many leads as
possible as a percentage of all site visitors.
Try to Capture as Many E-Mail Addresses (Leads) as Possible
An e-mail address is a key to your personal life; when you give it out, you grant someone access – much like giving
out your phone number. Most people value their privacy, and won’t give out such information, especially for
marketing purposes, without getting something desirable or useful in return. The quid pro quo that you offer must be
worth something to the prospect. Some ways you can entice people to give you their email address (and possibly
more information, such as their name and telephone number) include: Free samples - Free downloads - Free
anything - Entries into drawings or sweepstakes - Valuable information (white papers, etc.) - Relevant newsletter
mailing lists - Entertainment (online games, etc.) Use your imagination to suit your business and/or market.
Entertainment and involvement are the keys to willingly extracting information from site visitors. Remember, we are
talking about Interactive Marketing. And, not surprisingly, when you’re trying to begin the relationship with a new
customer, the more interactive the process, the better the odds.
Marketing Meets Entertainment: Advergaming
Advergaming is the process of delivering advertisements within the context of an online game. As consumers
entertain themselves with the game, the ads appear in the background. In fact, advertisers are able to deliver ads the
entire time their prospects are playing – typically a far longer sustained period than other advertising media. Some of
the largest companies have discovered that combining pure entertainment (online games) with advertising can
produce some amazing results. Pepsi used an online car racing game – “Mission Code Red” – to launch their
Mountain Dew Code Red soft drink. Over 1 million brand impressions were created during the first four weeks of the
promotion. At the end of the day, Pepsi deemed it one of its most successful product rollouts in a decade.
Impressive, but what does Pepsi’s custom video game have to do with marketing your plumbing supply products
business, or your accounting firm? Well, actually, plenty. I’m not suggesting that you need to spend £50,000
developing a custom online video game to attract business. If you read between the lines, you’ll see that the question
is not “How can I dazzle my site visitors with fancy graphics and sound,” but rather, “How can I get my prospects
involved or interacting with my site so I can build a stronger relationship?” And the simple answer is that you give
them information, or entertainment, or a chance to win something cool, and they will give you their e-mail address
and permission to provide them with more information about your product or services.
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Slide 46
How to Capture the Highest
Percentage of Email Addresses
• How to Increase Conversion Rates to
Capture the Highest Percentage of Email
Addresses
• What Constitutes “Permission” to Send
Email?
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1) Don’t require that a prospect fill out too much or all of their contact information.
2) State, clearly and specifically, that you value the prospect’s privacy and will not share their e-mail
address with anyone else. Provide a link to your privacy policy.
3) Make it easy for prospects to join your list.
4) Give prospects specific reasons to join your list. Include a few quick bullet points with the entry box,
and another link to a page explaining the benefits in detail.
5) Finally, consider making the option to join your list a separate pop-up window.
What Constitutes “Permission” to Send E-Mail? Once a person has entered their e-mail address on your
site, most (but not all) people agree that you have implicit permission to send them an e-mail. Certainly,
if the e-mail capture box stated, “join our mailing list,” you have received explicit permission to send
them your newsletter. But does that mean you also have permission to send them offers for other
products you sell? Amazon and Sharper Image, two online giants, say “yes.” Suppose a customer
purchases one item from you online. Does that mean you can send offers for other products? Suppose
you get the e-mail address of an offline customer.
Indeed, the right person/right time/right offer conjunction is the “Holy Grail” of Internet marketing – the
ultimate quest of every marketer. Sending information and offers to people at their request, and it is no
surprise that conversion rates are dramatically higher under these circumstances.
First, the physical cost of the actual communications process is a small fraction compared to direct “snail
mail” and telephone marketing communications. Indeed, the marginal cost of each additional e-mail or
Web site visitor is so low that is practically zero.
Second, electronic marketing allows you to experiment with different approaches, and measure the
results, far more easily and quickly than offline marketing. The Internet is not television; it’s not even a
broadcast medium. It is a direct marketing medium and, as such, you must (and easily can) follow the
#1 Rule of direct marketing: Test, Test, Test! From this perspective, the basic formula for interactive
marketing is simplicity itself:
1) Attract prospects to your web site.
2) Capture as many e-mail addresses as possible, while conveying the understanding that you will be
sending the prospects additional information or offers.
3) Send a series of follow-up e-mails, customized for each recipient.
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Slide 47
The Most Powerful Online
Marketing Tool Since the Web
• The Sequential Auto-Responder
– Without some sort of follow-up system you
only get the prospects who visit your web site
and are already sufficiently motivated to make
the call
– It may be your series of follow-up emails that
actually creates the need
• Use Your Email System to Keep in Touch
with Prospects and Dramatically Increase
Your Number of Referrals
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The sequential auto-responder can provide your business with almost unlimited sales and marketing
impact. It allows a company or an individual salesperson to send automated, yet personalized follow-up
e-mails to every prospect on any number of mailing lists. There are many ways you can integrate this
tool into your marketing arsenal, but the key isto think in terms of interactivity and personal
communication. There are several reasons this kind of personalized yet automated follow-up can
increase your sales.
You can use a group e-mail system not only to follow up with prospects, but also to keep in touch with
all your customers. We all know that it costs much more to attract a new customer than to keep one you
already have, but few businesses do a good (or even adequate) job of keeping in touch with their
established customers. At the very least, you should:
- Thank them for their business - Ask how you can improve your products or services - Keep them
informed on industry developments - Offer to give their friends or associates the same great products/services the prospect is currently receiving, or has received - Send them “preferred customer”
special offers.
Group e-mail allows you to literally “reach out and touch” everyone you’ve ever touched, on a regular
basis, forever, for almost no cost! Why in the world wouldn’t you want to do that? Even if you get almost
all of your business by word of mouth or personal contact, it pays to keep in touch with all those who can
refer new prospects to you.
Unfortunately, it’s seldom practical, or even possible, to call every former client every month; and even if
you could, you would end up speaking more to voice mail systems than to actual people. However, you
can contact these clients automatically – and deliver your message directly to them – with e-mail. In fact,
you can send a personalized message – which counts as a personal communication – to virtually every
individual on your list with the touch of a button. You get the idea. You can send short, plain text
messages that make each person on your mailing list think you sat down and personally wrote an e-mail
note. Typically, the unsubscribe rates from relevant topical newsletters and e-mail updates from
personal business associates are extremely low. If people have done business with you, they generally
appreciate your ongoing efforts to stay in touch, and are only too happy to forward your e-mail to a
relevant prospect. No matter how you use your e-mail to keep in touch with former and present clients
and prospects, the main thing is to do so, and keep doing so. It isn’t important whether you send an email once a week, once a month, or once a quarter. It is just important that you do it.
4th December 2007
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Slide 48
Email Follow-Up Works Equally
Well in B2B Applications
• The prospect that wasn’t worth the time
may become your hottest prospect. Only
by keeping in touch can you make that
sale
• Attack Trade Shows with an Automated
Email System
• Maximize Leads from Your B2B Web Site
with the Same Automated Follow-Up
System
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Once you set up your automated follow-up system, it takes more time – if any
time at all – to include your marginal, and even poor, prospects in your mailing
lists. In terms of expense, the marginal cost of sending the additional e-mails
to poor prospects is, for all practical purposes, zero.
Attack Trade Shows with an Automated E-Mail System
An automated e-mail system should be at the core of this follow-up procedure.
It would be set up to send a series of post-show e-mails to each prospect,
originating from both from the person they met at the show booth and their
local sales rep (assuming they are different persons). These mailings are
probably the last thing the prospect expects – and the first thing they’ll
remember when the time comes to buy. None of this is rocket science, but it
does need to be pre-planned and coordinated. However, once it is set up, the
cost of using it is very low and the time it takes is almost none.
Try this little exercise in marketing muscle at your next trade show: Bring all
the slick brochures and giveaway promo pens you can carry – prospects do
seem to like them. But more importantly, spend a little time planning and
implementing your follow-up e-mail system – prospects give sales to
companies that care enough to keep in touch. You work hard and spend a lot
of money to attend a trade show – the whole point of which is to make
personal contacts and begin new business relationships. Take advantage of
your contacts’ permission to send more information, and actually do it! Send
interesting, relevant, automatic e-mails to all your new prospects – for free,
and for a long time to come.
4th December 2007
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Slide 49
To Flash, or Not to Flash
HTML, Flash, and Video Email
• Almost all of your prospects can receive Flash
emails, or at least HTML email, and many of
them have high- speed connections, especially
at work. This allows you to send personalized,
TV-like commercials, with full motion and sound,
directly to your prospects’ inboxes
• Most of your competitors are not taking
advantage of rich media email, so you have a
terrific opportunity to get the jump on them
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One of the most valuable aspects of e-mail is its ability to capture and
report statistics instantly, and track important developments in real
time.
In all, rich media e-mail is worth trying for almost any business. Like a good
television commercial, rich media e-mail often captures attention because it is
entertaining. As a result, it gives you an opportunity to get your offer noticed –
which is really the point.
In the same way that you can create an additional targeted web site, maintain
it for next to nothing, and use it continuously and forever – for practically zero
pounds, you can build a high quality email ad and use it as many times as you
want – forever.
Many successful companies still spend (read: waste) tons of money on direct
mail pieces that never even reach the office of the prospect. Take a good look
around outside your own industry to find ideas that are working well for other
types of businesses, and which you can apply to your own business.
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Slide 50
Section 7
What Next?
“Change is the law of life. And those who look only to the
past or present are certain to miss the future.”
“How to Get from Where You Are to Where You Want to Be”
Success Principles – Jack Canfield
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Slide 51
What Next?
•
•
•
Do you have the technology?
Do you have the people to implement the technology?
Software
–
–
–
–
•
People
–
–
–
–
•
Content management tools
Search engine software such as OptiLink
E-mail newsletter and list management software
Sequential auto responders
Webmaster
Copywriter
Flash designer
Web programmer
Interactive Communication is the wave of the future in today’s
business world
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As we discussed in Section 3, there are myriad, highly effective ways to
promote your site and your initial contact offer online: search engines, banner
ads, eBay, PR through other sites, newsgroups, relevant newsletters, and
outbound email to legitimate opt-in lists. In addition to these online
approaches, you can promote both interactivity and your “may-we-have-yourpermissionto-tell-you-more-about-what-you’re-interested-in” offer offline. All
your offline advertising should include a call to action, either to visit a
particular web site or simply send an email to [email protected].
remember: it’s not about making a sale on the first contact, but about
establishing a long-term, permission-based consumer education relationship,
focusing on the benefits of your products to the prospect.
For example, do prospects call your company to make initial inquiries and ask
questions after finding your listing in the Yellow Pages? If so, you should train
your employees to get permission to send the prospect additional information
– by email!
We have covered a lot of territory, discussed a lot of ideas, and considered a
lot of sound advice. Where do we go from here?
If you are serious about making the 80/20 Interactive Marketing perform
its miracles for your business
4th December 2007
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Prices are coming down all the time, and there are many levels of equipment
available for any size business. Whatever the cost, anything you spend
implementing an interactive marketing strategy is likely to be paid back many
times over –and probably faster than you think
You don’t have to hire full-time employees unless you are in a company that is
creating a new full-tilt e-marketing program and need to staff up. Outsourcing
is common, and the freelance market has many talented professionals waiting
for your call. You can hire on a project or temporary basis and, if the results
warrant, retain the option of taking them on full-time in the future. And, finally.
It is never easy to make a business successful. It usually requires a lot of
time, a lot of work, and sometimes a little luck. However, with the techniques,
tools, and tricks we have covered, I believe you have a head start in gathering
prospects and customers. Communication is the key to business success,
and Interactive Communication is the wave of the future in today’s business
world. The technological breakthroughs of the last few years have made it
possible for you to add effective new systems on top of the processes you
already have – without adding on extra work. If you take advantage of these
astounding new opportunities before everyone else, you can make your
business grow at the speed of thought. You’re only limits are your imagination
and your willingness to take action and get started. Good luck, and let me
know about your success stories. Email me at [email protected].
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Slide 52
Conscious Enterprise
•
Committed to products, services
and practices that are ethical,
respectful, collaborative, and life
and community enhancing,
rather than scarcity-based,
disrespectful and destructive
•
Implementing this paradigm
recognises that consciousness
is now as valuable to
enterprise as mundane assets
like capital, energy or even
technology
Enterprises that understand this new paradigm and have created an appropriate
culture are very, very successful
OmWeb offers Board Briefings, Training Director/Manager strategy workshops
consulting and training in the relevant Enterprise tools and technologies
technologies
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Interactive Marketing – important to understand the revolutionary nature of the
concept - looking at your processes from an entirely new angle – looking with
an open mind - create very significant changes
Successful Enterprises are vehicles of service to every stakeholder group.
Implementing this paradigm recognises that consciousness is now as
valuable to enterprise as mundane assets like capital, energy or even
technology. Enterprises that understand this new paradigm and have created
an appropriate culture are very, very successful. OmWeb has identified the
companies and the relevant Enterprise Transcendence Tools and offers
OmWeb consulting and training.
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Centa - 80/20 SEO - OmWeb
Slide 53
Questions & Feedback
• “Feedback is the breakfast of champions”
– One Minute Manager
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