Internet MarketingTechnology in Plain English

Christian Bowman

First help desk Video

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The talk• Why is technology awesome for business?• What stuff can I do automatically?• Website Lingo • Website Technology• Cool stuff you can do with a database• “Are you ready to order now?”• Metrics • Technology and Your Business

Why is technology awesome for business?

• It can do stuff automatically - Saves you time & money eg. common activity

• Read the minds of your prospects • Cost effective• Get a PhD in Awesome overnight• Increases your sales

What stuff can I do automatically?

• Lead generation• Business building• Client nurturing• Database segmentation• Audience surveying• Content delivery• Product/Service fulfillment

Key Website Terms

• Domain NameIdentifies an address on the internet

• Hosting/ServerPhysical storage of your website data

• Website - Pages with contentCompany Info, Single option landing pages, Blog posts, Shopping Carts, Online Survey, etc…

Website Types• Static

Content is stored in the page file, data presented all the timechanges are typically manual

• DynamicContent is stored in a database, data is presented when required

• CMS - Content Management SystemTypically a Dynamic Site which allows users to edit their site themselves

• Blog - Dynamic Site which displays posts according to date - similar to an online diary.

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Multimedia Technology

• MP3 Files - Compressed sound files

• Video Streaming - Video playback online

• Podcasting - Media for download to personal players

• Camtasia - Video recorder of computer screen

Links to software on resource pageGetonlinein09.com/blog/resources

Key Internet Marketing Terms

• PPC - Pay Per Click• SEO - Search Engine Optimisation• Keywords - Significant words or phrases in a

website’s content

eg. “Gold Coast Accommodation”

Getting Domain Names

• Domain Name Researchhttp://www.bustaname.com , http://www.archive.org

• Domain Name Registrationwww.alive.com.au, www.smartyhost.com.au,www.powerpipe.com

• Pre-Ordering Domain Nameswww.snapnames.com.au

Cool stuff you can do with a database

• Keep records of clients & prospects• Who bought what, why and when...• Create campaigns for a specific group• Ability to merge data –

eg. Dear ~FirstName~, check this out...

Using an Internet Marketing Based Database

• Have your activities work together• Centralise your marketing operations• Automate communication sequences

Email, Mail, Fax/SMS• Automate and Schedule activities• Automatically keep track of your user

Example of AutomationAutomatic Data

Entry:

Contact Name

Email

Source

Time/Date

Interests

Email

Capture

Web Page

Segmentation:

Survey Results

Email Activity

Targeted

Content

Delivery

In less than an hour

Why receive payments online?

• Save administration time• Automatic invoicing• Receive payments after hours• Automatic price changes• Get money in your account faster

Payment Mechanism Terms• Internet Merchant Facility

Ability to receive credit card payments into your BANK

• Payment GatewayAbility to accept credit card payments on your WEBSITE

• Shopping CartSoftware on your website for customers to make ORDERS for your products & services.

• Check-out – Order form with your CUSTOMER’S DETAILS and PAYMENT

Merchant/Gateway Vs PayPal• Merchant/Gateway:

Pros: Checkout process is quicker and easier Funds arrive quicker, Hosted on your server,

Cons: Expensive to setup Tedious application process

• PayPal:Pros: Free & Easy to setupCons: Host on PayPal site, Bias towards Paypal

members, horrible support – CAN’T CALL

Merchant/Gateway

PayPal

Key Advertising Metrics

• Impressions - How many people SAW your Ad?

• CTR - Click Through Rate% of people who saw an Ad/link and then CLICKED

CPC - Cost Per ClickTotal money spent divided by the number of clicks

• CPA – Cost Per AcquisitionAverage cost per lead based on sales/leads

Key Traffic Metrics

• Visits How many DIFFERENT people saw your page? How many pages did they view? New or Returning?

• Traffic Source WHERE did my visitors come from? Search, Keywords, Type-in, Advertising or Other websites?

Content PopularityWhat are my most popular pages?

Technology and Your Business

• How is my web site performing now?• Which technology do I need right now?• Can I make changes to my website

before I know what I need to change?

Every week you delay could be costing you lots of dollars $$$$