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Standard Marketing - ebook - The ABC of Internet Marketing Page 1
Standard Marketing - ebook
The ABC’s of Internet Marketing
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Table of Contents
1. Introduction - 3
2.GettingTrafficToYourWebsite-5
3. Capturing Prospects’ Information - 7
4. Having A Process To Convert Prospects Into Customers - 9
5.HowStandardMarketingCanHelp-13
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1. Introduction
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Althoughtherearemoreandmorewebsitesontheinternetallthetime,almostnobodyisdoinginternetmarketingwell.Mostpeoplesimplydon’tunderstandit.We’dliketoexplainitherewithouttheindustryjargonyoumayhaveheardinotherplaces,soyoucanseethatit’sactuallyquite simple.
Thereareonly3parts:
Gettingtraffictoyourwebsite.
Capturing prospects’ contact information.
Having a process to convert prospects into customers.
Traffic Prospects Customers
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2.GettingTrafficToYourWebsite
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Googlehas85%ofthesearchmarketinCanada,soallwehavetodotogettraffictoyourwebsiteisgethighrankingsonGooglefortherightkeywords.TounderstandhowtogethighrankingsonGooglefortherightkeywordsyouhavetoputyourselfinGoogle’sshoes. Googlewantstoshowpeoplewhousetheirsearchenginetheverybestsearchresults,thatis,thewebsitesthathavethebestinformationonwhattheyarelookingfor.IftheydothatmorepeoplewilluseGoogle,andGooglewillmakemoremoney.AlmostallofGoogle’srevenuecomesfrompeopleclickingtheirads.WhenmorepeopleuseGooglemorepeopleclicktheirads. SoGooglewantstogivehighrankingstowebsitesthathavealotofgoodinformation,andareaddingmoreinformationallthetime.Ifinformationisaddedallthetimeitwillbecurrent.Googlespendsbillionsofdollarseveryyearlookingforwebsitesthathavealotofup-to-datecontent,thatpeoplewillseeasanauthorityintheirfield.
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Thereareonly5thingsyouneedtodotogethighrankingsonGooglefortherightkeywords:
2. ContentYouneedtobecontinuallyaddingoriginalarticlesandinformationtoyourwebsitethatyourcustomersandprospectswouldbeinterestedin.ThisiswhyBloggingissoimportant.Eacharticleshouldincludeyourtargetkeywordsonceortwiceinanaturalsoundingway.
3. Social Media
Youneedtohaveatleastthebasicsocialmediaaccounts.Google+isanabsoluteimperative.Facebook,andperhapsothersdependingonyoursituation can also be good. It’s good to participate in conversations to encouragepeopletotalkaboutyou.IfpeoplearetalkingaboutyouonsocialmediaGoogletakesitasasignyourwebsiteisimportantsotheywillgiveyouhigherrankings.Socialmediacanalsobeusedtobringpeopletoyourwebsite.
1. KeywordsYouneedtousetheGoogleKeywordPlannertofindthewordsyourprospectsaresearchingforwhenthey’relookingforyourservices.TofindtheGoogleKeywordPlannerjustsearchonGoogle.YouhavetosignupforaGoogleAdwordsaccountbutyoudon’thavetospendanymoney.ThekeywordphraseyouchoosemustbeonethatyouhavetheresourcestogetyourwebsiteinthetophalfofpageoneofGoogle,orallyoureffortswillbewasted.
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5. Technical Issues
Thereareanumberoftechnicalthingsthatreallyhelpyourrankings.IfyouputyourtargetkeywordsinyourTitleTag,inyourH1Tag,Alttag,ininternallinks,andafewtimesinthetextonyourpages,especiallyyourhomepage,itwillgreatlyhelpyourrankings.Googlelooksinthoseplacestoseewhatyourwebsiteisabout.Italsohelpstohaveyourblogrightonyourwebsite,andnottouseframesortosplityourwebsiteintosubdomains.WithlargerwebsitesitcanhelptouseMetadata,andhaveanXMLsitemap.
4. Inbound Links
Youneedtohaveotherwebsitesaddingalinkontheirwebsitethat,whenclicked,takespeopletoyourwebsite.ThisiscalledanInboundLink.Usuallyitdoesn’tmatterifanybodyeverclicksthoselinks.Justthefactthatthey’rethereisanimportantindicationtoGooglethatyourwebsiteisanauthorityinyourindustryanddeserveshigherrankings.
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3. Capturing Prospects’ Information
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Capturing prospects’ contact information is importantsoyoucancommunicatewiththem.Sometimespeoplewillbuyorcontactyouonthefirstvisittoyourwebsite,butsometimestheywanttothinkitoverordomoreresearch.Inordertofollowupwiththeseprospectsweneedtheircontact information.
Therearemanystrategiestocaptureprospects’contact information. All these strategies are about givingthemsomethingforfreethatwillinterestthemenoughtogiveyoutheirnameandemailaddress.Wecallthis“TheHook”.Itcouldbeafreesample,orfreeservice,afreeestimate,aconsultation,orsomeinformationtheycan’tgeteasilysomewhereelse.ThemoreyourHookistargetedtoyourprospects,andthemoreattractiveitis,themoreemailaddressesyouwillcapture.
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4. Having A Process To Convert Prospects Into Customers
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Thefirstpartoftheprocesstogetprospectstobuyisthewebsiteitself.It’saboutputtingtherightinformationintherightplaces–whytodobusinesswithyou,whytotrustyou-andencouragingthemtotaketheappropriateactionnow,sothosethatarereadytodecidenowwillcontactyounow.Andyouneedtoactuallyaskthemtocall,thatis,haveaCallToAction.
Thesecondpartoftheprocessisforthoseprospectswhodon’tcontactyourightaway,tonurturethemuntilthey’rereadytobuy.Themosteffectivewaytodothatiswithemail.Perhapsonceamonthforayearormoreyousendthemapersonalizedemailthatoffersthemsomekindofvalueatnocharge.Theemailsareshortandincludeagentleinvitationtocontactyou.Prospectslearnthatyouandyourcompanyoffervalueandexcellentservice,andyou’recontinuallyremindingthemofyourpresence.Apersonalizednurturingemailseriescanbethemostcosteffectivemarketingyou’veever done.
CBDA
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5.HowStandardMarketingCanHelp
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We Get To Know Your Business -Firstwegetagoodunderstandingofyourbusiness,yourclients,yourneedsandgoals.We’renotheretoreinventyourcompanybuttobuildonyourstrengths.
We Look At Your Entire Internet Presence-Thenwelookatyourwholeinternetpresence–yourwebsite,yoursocialmedia,yourcurrentrankingsonGoogle,andeverylinkontheinternetthatpointstoyourwebsite.Andwelookatyourcompetition.Welookatthewholepicture.
We Show You What’s Right For You-SomanypeoplemakeInternetMarketingcomplicatedsayingthingslike“YouneedFacebook”.Wesay“Maybeyoudo,maybeyoudon’t”.It’satrafficstrategy.That’sallitis,oneofmany.Welookatallthepossibilities-allthetrafficstrategies,allthecontactinformationstrategies,andalltheclosingstrategiesforyourparticularbusiness,foryourtargetclients,andforthisparticulartime.Andifit’sappropriatewefitFacebookintoyourstrategyintermsofpriority,andhowitworkswithalltheotherpartsofyourstrategy.
We Do The Most Effective Things First-ThenwepicktheTraffic,ContactInformation,andClosingstrategiesthatwillmakeyouthemostmoneyintheleastamountoftime,andwedothosefirst.
604 722-9375
Let’stalkabouthowwecanhelpyourbusinessgrow.
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By Ken Lapp
Afteralongandsuccessfulcareerintraditionalmarketing,KenstartedStandardMarketingLtdin1999,buildingwebsitesanddoinginternetmarketing.
KenhaspassionforInternetMarketingforthreereasons:
1.It’saboutcreatingadialoguewithindividualclientsandprospects,notpushinginformationatthemasses.
2.It’saboutgettingprospectstocometoyouattheexacttimethey’rereadytobuy.
3.It’scompletelyaccountable.Youcanknowexactlyhowmuchbusinessyou’remakingfromyourwebsite.