Web MarketingWeb Marketing Intensive TrainingIntensive TrainingPresented By: CEO Joseph Crudup NewStart Internet & Mobile Consulting

How to Beat the Competition, Increase ROI, and Boost Sales

• Whats does the internet, your market, and your competition look like in 2011

• Your website : What it needs in order to brand you , convert traffic to sales, and build a re lationship with your au d ience.

• Online & offline marketing strategies like search marketing, social media , Mobile text marketing .

WHAT WE’LL BE COVERINGWHAT WE’LL BE COVERING

What You Don’t Know About the Internet & Mobile marketing.......... Is Costing You:

• Money

• Market Share & tons of new customers

• Leverage Against Your Competition

WHAT YOU DON’T KNOW…WHAT YOU DON’T KNOW…

What traditional marketing methods are you currently using?

How effective have they been this past quarter?

HOW ARE YOU CURRENTLY HOW ARE YOU CURRENTLY MARKETING YOUR COMPANY?MARKETING YOUR COMPANY?

Your market spends the bulk of its time online:

• 89% watch video clips, up from 62% in june 2008• 88% read blogs, up from 66%• 87% are now members of a social network• RSS consumption is up from 39% to 56%....Text

message s receive a 97% open rate with this demographic

• 48% listen to podcasts

From a Universal McCann global survey, conducted in March 2008

REACHING YOUR AUDIENCE IN 2011REACHING YOUR AUDIENCE IN 2011

WHAT YOUR COMPETITION IS DOINGWHAT YOUR COMPETITION IS DOING

Do you know what your competitors are doing online?

How do you plan to compete?

From McKinsey Quarterly survey of business executives, 2011

MILLIONS OF DOLLARS IN MARKET MILLIONS OF DOLLARS IN MARKET RESEARCH SAYS…RESEARCH SAYS…

From McKinsey Quarterly survey of business executives, 2011

Your Web PresenceYour Web PresenceThe Foundation of Your The Foundation of Your Company’s Future Survival and Company’s Future Survival and SuccessSuccess

Your primary website is responsible for several things:• Educate your audience• Company branding and image• Establish your company and its executive team as thought

leaders and authorities in your industry• Generate sales and leads• Build a lasting relationship with your audience• Empower your audience to buy more frequently,

consistently, and at higher average $ value

YOUR PRIMARY WEBSITEYOUR PRIMARY WEBSITE

• Miraculously receive traffic

• Replace personal attention and connection

• Take the place of effective marketing and messaging

WHAT YOUR WEBSITE WILL NOT DO...WHAT YOUR WEBSITE WILL NOT DO...

• Home Page Layout• Navigation• Design• Calls to Action on Every Page• Landing Pages• Tracking Statistics

INTENSIVE TRAINING: INTENSIVE TRAINING: WEBSITE ELEMENTSWEBSITE ELEMENTS

Your homepage serves only one single purpose:To get your visitor to click deeper into your site with

n the first five seconds.• Only have one central call to action• Up to three secondary calls to action

HOMEPAGE LAYOUTHOMEPAGE LAYOUT

See the website through your visitors' eyes: • Is it easy to navigate through? • What is the intuitive and natural progression through

your site?• Have you covered all objections, fears, questions?• Can visitors easily see the benefits of your site?

SITE NAVIGATIONSITE NAVIGATION

• Main site menu should link to core categories• It should also link to your primary action• Each page should have the next step in mind• Look and feel should establish and reinforce desired

visitor experience• Focus all content and graphics on customer, not your

company (What's In It For Me)

SITE DESIGNSITE DESIGN

What is a Call to Action?An invitation for your visitor to take a specific action,

typically to purchase, sign up for something, or read information designed to take them through the buying process

CALL TO ACTIONCALL TO ACTION

CALL TO ACTIONCALL TO ACTION Example: Lexington Law

They have a prominent sign-up button on every single page, near the top of the page.

They also include the same button at the bottom of every page and links to related questions or pages on the right side of their content.

Your homepage will not always be the first page of your website visitors see. This is a good thing.

Landing pages allow you to:• Target within specific niches of your audience

• Direct visitors to a page focusing on a benefit based on how they found you and what they were looking for

• Convert your visitor into a lead or sale without having to go through as many steps (ie home page through to relevant page)

LANDING PAGESLANDING PAGES

You’ll never be able to determine what your market will respond to, and opinion can never trump data.

The only fool-proof way to ensure your website fulfills all of its responsibilities is to track results and test elements to improve those results.

TRACKING STATISTICSTRACKING STATISTICS

Further Exercises:

• Customer avatar worksheet• Map navigation and visitor progression• Design or re-design homepage using our template• Build landing pages using our template

WEBSITE RECAPWEBSITE RECAP

Reverse Engineer Your Competitors’ Efforts to Pull Ahead of Them Online

Market ResearchMarket Research Intensive TrainingIntensive Training

If you know the enemy and know yourself, you need not fear the result of a hundred

battles. If you know yourself but not the enemy,

for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself,

you will succumb in every battle. ~ Sun Tzu, The Art of War

““

To win the online battle, you must know your enemies:• Competitors• Market trends• Audience Behavior

MARKET RESEARCHMARKET RESEARCH

The next weapon in your market research arsenal is keyword research:

• For search engine optimization• For sponsored search marketing (PPC)

KEYWORD RESEARCHKEYWORD RESEARCH

Niche Browser (www.nichebrowser.com)

TOOLS FOR TOOLS FOR KEYWORD RESEARCHKEYWORD RESEARCH

• Includes step-by-step video instructions

• The only keyword tool you’ll need because it allows you to access all the best free keyword tools online!

•Much more than keyword research – easily search multiple engines, find various media content from several sites, and much more

Further Exercises:• Conduct a competitive analysis of your website and your

top competitors and industry leaders• Download and work with free Niche Browser for market

research• Optional: Review our list of free keyword research

training resources

MARKET RESEARCH RECAPMARKET RESEARCH RECAP

Get Free Traffic from the Search Engines

Search Marketing (SEO)Search Marketing (SEO) Intensive TrainingIntensive Training

Search Marketing is a process by which you market your website to the search engines to win top rankings for your targeted keywords.

Also known as:• Search Engine Optimization (SEO)• Organic Listings or Search

WHAT IS SEARCH MARKETING?WHAT IS SEARCH MARKETING?

• Keyword Research

• On-Page Optimization

• Off-Page Optimization

CATEGORIES OF SEOCATEGORIES OF SEO

ON-PAGE OPTIMIZATIONON-PAGE OPTIMIZATION • Optimization allows a page to target one or two keyword terms

and rank for those terms in the search engines• On-Page Optimization includes:

• Titles tags• META description• Keyword density• Site growth (rate of new content added)• A good internal linking structure• Anchor text• Image “alt” tags

Off-page optimization is the most important aspect of your search marketing efforts.

It’s all about incoming links!

OFF-PAGE OPTIMIZATIONOFF-PAGE OPTIMIZATION

Search engines value your incoming links based on:• The quality and popularity of the site linking to you• The type of site linking to you (.edu, .gov, and .org links

count more than .com or .net)• Anchor text of link• Thematic relevance of link and linking site

HOW LINKS ARE VALUEDHOW LINKS ARE VALUED

HOW TO SECURE INCOMING LINKSHOW TO SECURE INCOMING LINKS

• Article Marketing• Viral Linking• Blog-Bait• Web Directories• Link Exchanges• Link Buying

Writing and promoting articles is a quick, easy, and effective way to get great rankings for your site.

To create great articles that improve ranking and secure incoming links:1. Target each article to a single primary keyword and perhaps two

secondary keywords2. Write a great headline3. Write a great article (hey, some things are obvious!)4. Include an “author’s box” optimized to provide a great back-link to your

website

ARTICLE MARKETING FOR LINKSARTICLE MARKETING FOR LINKS

SoloSEO.com(www.soloseo.com)

• Free two-week trial• Only $29 per month• Step-by-Step training

on all aspects of SEO• Includes every tool you

need to research, optimize, and promote your site

YOUR SEARCH MARKETING CAMPAIGNYOUR SEARCH MARKETING CAMPAIGN

Further Exercises:• Review our special report on Illegal SEO Techniques to

make sure you don’t use them• Create and promote optimized articles with our

tutorials• Conduct basic SEO campaign with SoloSEO or WebCEO

SEARCH MARKETING RECAPSEARCH MARKETING RECAP

Secure Sponsored Listings in Google to Receive Instant Traffic Within A Few Hours

Pay Per Click AdvertisingPay Per Click Advertising Intensive TrainingIntensive Training

(adwords.google.com)• Keyword Research Tools• Website Analytics• Create pay-per-click campaigns

to display your sponsored listings at the top of Google’s first three pages

• Costs $5 activation fee

GOOGLE’S ADWORDSGOOGLE’S ADWORDS

A profitable PPC campaign requires:• Bidding on the right keyword terms• High conversions from impressions to clicks• Create several targeted ad listings• Create several targeted landing pages• Secure the lowest possible per-click cost• Convert PPC traffic into profitable sales

MAKING PPC PROFITABLEMAKING PPC PROFITABLE

• Advertisers bid on keywords they’d like to display for• Advertisements are triggered to display when user searches keyword• You pay only when a customer clicks on your listing

Benefits include:• Instant traffic and possibly instant revenue• Ability to highly target geographically, thematically, by language, and more• Cost effective and ability to control spend• Instantaneous results / feedback• Great for testing product names, pricing, landing pages and more with a

small ad spend and good analytics

HOW PPC ADVERTISING WORKSHOW PPC ADVERTISING WORKS

• Research the best keywords and identify the cost-per-click for those keywords.

• Organize your campaign into tightly targeted Ad Groups. • Create a unique landing page for each ad group. • Split test at least three ad variations per ad group• Monitor your click-through ratio. • Track which keywords result in clicks AND sales or

leads

HOW TO ENSURE PROFITABLE ADSHOW TO ENSURE PROFITABLE ADS

Requirements You Must Demand:• Keyword research must be approved by you • Each ad group needs to go to a relevant, targeted landing

page • At least two or three well-written, keyword-targeted ads

per ad group• Daily monitoring of campaign statistics during at least the

first month • Test and track conversions to leads and sales

HOW TO CHOOSE THE RIGHT VENDORHOW TO CHOOSE THE RIGHT VENDOR

Further Exercises:• Create an Adwords Campaign • Study our referenced free training on effective

PPC • Complete checklist for creating and optimizing

a campaign

PAY PER CLICK RECAPPAY PER CLICK RECAP

Interact With Your Audience and Deliver Your Message Across Several Sites & Media

Social Media PromotionSocial Media Promotion Intensive TrainingIntensive Training

Social Media is a collective term referring to any website or tool that allows you to creatively interact with your audience through a variety of media.

• Social Networks like MySpace and Facebook• Professional Networks like LinkedIn• Social Bookmarking Sites like Digg and Deli.cio.us• Video Sharing Sites like YouTube and Revver• Podcast & Audio Content Sites like Podcast.com and iTunes• Social Broadcasting Networks like BlogTalkRadio• The Blogosphere • Tagging Networks like Technorati

WHAT IS SOCIAL MEDIA?WHAT IS SOCIAL MEDIA?

• Creates better organic search rankings through high-quality links

• Drives traffic from a variety of popular sources• Effectiveness of an endorsement or referral• Can often produce instant 1st page rankings on Google (especially

with video)• Gives your company personality and personal connection to your

audience• Reinforces your branding and image• Low cost/high return

BENEFITS OF SOCIAL MEDIA PROMOTIONBENEFITS OF SOCIAL MEDIA PROMOTION

• My audience doesn’t use this stuff• I’ve considered blogging and social networking but don’t want it

to harm my brand• There’s so many tools and sites and types of media out there, I

don’t know where to start• I have no interest in doing this myself• I’m really into search marketing. Google is the leader – why not

just concentrate there?

OBJECTIONS TO SOCIAL MEDIA PROMOTIONOBJECTIONS TO SOCIAL MEDIA PROMOTION

FACEBOOK VS. GOOGLEFACEBOOK VS. GOOGLE

Source: SMARTS Strategy Guide: Life and Death 2.0

Source: SMARTS Strategy Guide: Life and Death 2.0

MYSPACE VS. GOOGLEMYSPACE VS. GOOGLE

Source: SMARTS Strategy Guide: Life and Death 2.0

YOUTUBE VS. GOOGLEYOUTUBE VS. GOOGLE

Let’s create a social media campaign that targets the basic, most effective strategies:

• Video Promotion

• Blogging & Tagging

• Suite of Social Profiles

CREATING YOUR SOCIAL MEDIA CAMPAIGNCREATING YOUR SOCIAL MEDIA CAMPAIGN

How to Promote a Video on YouTube:• Create a Video

• Tag it According to Targeted Keywords

• Create a Profile on YouTube & Upload Video

• Network and Collaborate with Popular YouTubers

• Promote Your Video Elsewhere

VIDEO PROMOTIONVIDEO PROMOTION

• A Video Case Study With a Client

• A Video Teaching How To Do Something

• A Video Showing People Interacting With Your Product (in a How-To Format, Not a Sales Pitch)

• An Interview with a Leader or Famous Person in Your Industry

• Reveal Secret or Latest Information

• Controversial, Funny, Inspirational, and Hot Topic Content (Be Careful Here)

TYPES OF VIDEOS YOU CAN CREATETYPES OF VIDEOS YOU CAN CREATE

• Identify keyword phrases that are well searched on Google and YouTube that have a good ratio against competition

• Tag your video when you upload it with those keywords. Don’t forget to tag it with names of companies, products, or people you mention

Aside: Create Google Alerts at www.google.com/alerts

TAGGING YOUR VIDEO TAGGING YOUR VIDEO

• Follow the easy instructions at YouTube to create your free account

• Click “My Videos” once logged in, then “Upload Video”

• Again, follow their easy instructions!

CREATE A PROFILE & UPLOAD VIDEOCREATE A PROFILE & UPLOAD VIDEO

• Research popular YouTube users in your industry

• Participate on their videos by providing comments or creating a video reply to their video

• Then propose a collaboration between the two of you. Create a video together or a video series

• Cross promotion will get you subscribers from their audience

NETWORK AND COLLABORATENETWORK AND COLLABORATE

• Include videos in your primary website, blog, and social profiles

• Distribute videos to multiple video networks

• TubeMogul.com

• Offer useful video content to partners, and other industry sites

PROMOTE YOUR VIDEO ELSEWHEREPROMOTE YOUR VIDEO ELSEWHERE

• Create a Company or Professional Blog

• Wordpress.org (install on your website)

• Wordpress.com (hosted)

• Blogger.com (hosted)

• Create a Publishing Schedule

• Include Social Media Widgets

• Outsource Blog Content Writing or Write it Yourself

• Video Blog and Podcast as Much as Possible

• Tag All Content

BLOGGING & TAGGINGBLOGGING & TAGGING

These are your secondary websites, along with your blog (which may be at your primary website or at a separate domain):

• MySpace Page

• FaceBook Profile

• LinkedIn Affiliations

• Squidoo Lens

CREATE YOUR SUITE OF SOCIAL PROFILESCREATE YOUR SUITE OF SOCIAL PROFILES

Further Exercises

• Create a Video Promotion Campaign

• Start a Blog, Tag & Promote Posts

• Create Your Suite of Secondary Sites

SOCIAL MEDIA PROMOTION RECAPSOCIAL MEDIA PROMOTION RECAP

Maximize Response Rates and Profits Systematically

Conversion AnalysisConversion Analysis Intensive TrainingIntensive Training

There are two types of conversion testing and analysis:

• A/B Split Testing• Multivariate Testing,

also known as Taguchi Testing

CONVERSION TESTINGCONVERSION TESTING

A company that regularly conducts and reports on marketing experiments tested two versions of an email message:

• Version A: couched sales text in an emotionally-charged story that was making recent headlines

• Version B: didn’t describe the story, but still alluded to ‘recent events in the news

CASE STUDY 1: EMAIL TESTINGCASE STUDY 1: EMAIL TESTING

Version A outperformed Version B dramatically• CTR increased by 16.5%

• Overall conversion to sales increased by 43.4%

CASE STUDY 1: EMAIL TESTINGCASE STUDY 1: EMAIL TESTING

Source: Marketing Experiments Journal

This second experiment challenges common assumptions and proves that what makes sense doesn’t always make dollars:

• Sales Letter A: personalized with author photo, salutation, and personal message

• Sales Letter B: identical except without personalization (photo, salutation, and personal message)

CASE STUDY 2: CHALLENGE ASSUMPTIONSCASE STUDY 2: CHALLENGE ASSUMPTIONS

The impersonal sales letter ended up out-performing the personalized version by 15.3%

CASE STUDY 2: CHALLENGE ASSUMPTIONSCASE STUDY 2: CHALLENGE ASSUMPTIONS

Source: Marketing Experiments Journal

As wonderful as split testing is, multivariate testing is conversion analysis on steroids:

• Test multiple variations of an element at once

• Test multiple elements at once

• Test multiple variations of multiple elements at once to determine the best performing combination

MULTIVARIATE TESTINGMULTIVARIATE TESTING

The power of multivariate testing:• Nationwide Unsecured Loans

Company• 7 Success Factors for E-mail• Pricing: 6 options• Subject Line: 3 options• Monthly Fee: 3 options• Message Text: 3 options• Sender: 3 options• Opening Fee: 3 options• Image: 3 options

CASE STUDY 3: MULTIVARIATE AD TESTINGCASE STUDY 3: MULTIVARIATE AD TESTING

CHALLENGETesting all combinations for these 7 Success Factors means testing 4,374 ads - far too time-consuming and expensive.

How can the Maximum Response Ad be identified, quickly and inexpensively?

• Solution Applied to a Targeted Nationwide Population 4,374 ads “tested” in 18 tests

• Before-test response: 0.9%

• After-test response: 3.1%

• Response multiplied by 344%

• Testing completed in 3 weeks

• Accomplished on a low budget

CASE STUDY 3: THE RESULTSCASE STUDY 3: THE RESULTS

Split Testing Software

• Google Analytics (free)www.google.com/analytics

• Split Test Accelerator (paid)www.MySplitTestAccelerator.com

Multivariate Testing Services & Software

• David Bullock & His Recommended Toolswww.davidbullock.com/testingtools.shtml

HOW TO TEST YOUR CONVERSIONSHOW TO TEST YOUR CONVERSIONS

We’ve given you the knowledge, resources, and tools to do all of this yourself. However you may choose to outsource some or all of your online marketing activities to expert marketers.

Statistics show:

• In-House SEO accounts for 38% increase in traffic

• Outsourced SEO accounts for 110% increase in traffic

A NOTE ON OUTSOURCINGA NOTE ON OUTSOURCING

• Determine your specific goals and metrics

• Keep your team or departments in the loop and your consultant in touch

• Try not to micro-manage, but do make sure you get weekly updates and reports complete with statistics and data

• Set project milestones to track and analyze progress

EFFECTIVE OUTSOURCINGEFFECTIVE OUTSOURCING

Joseph Crudup

NewStart Internet &Mobile Consulting

50 Lawrence st Suite 2 New Haven Ct,06511 (203)-903-4745

husltleman@gmail.com

Http://new-start-hosting.com

Contact us for a free consultation on your company’s particular marketing goals and challenges & receive a custom made step by step report to get #1 Google Spot

THANK YOU!THANK YOU!