Portland SCORElindellassociates.net/.../2012/09/Internet-Marketing.pdfSales Promotion Internet Marketing 503-326-3441 21st Century Trends •Opening and closing times do not matter

www.scorepdx.org503-326-3441

Internet Marketing I

Welcome to Portland SCORE

Griff Lindell

Your Counselor…


What is SCORE?

SCORE provides professional

guidance

and information to maximize

the success

of America’s existing and

emerging

small businesses.

Counselors to America’s Small Business


What is SCORE?

A Non-Profit Organization

– Over 390 chapters, 800 offices,

Experienced Volunteers

– 10,500+…all facets of business

Personal Counseling & Mentoring - FREE

– Face-to-Face, Telephone, On-Line

Workshops & Seminars

– 6,746 last year reaching 117,480 clients


Counseling & Learning

Effective personal

counseling

plus

Powerful learning

resources…

Helping make success

happen!


Welcome & Administrivia

• Facilities

• Breaks

• Open Forum

• Introductions


Setting The Stage

• Internet Definitions

• Internet Uses

• Web Sites

• Building Web Sites

• E-mail

• Other


7

Definitions

E-commerce: is the buying and selling of goods and services on the Internet.

In practice, this term and a newer term, e-business, are often used interchangeably.

For online retail selling, the term e-tailing is sometimes used.

http://searchcio.techtarget.com/sDefinition/0,,sid19_gci212026,00.html







8

Definitions

E-business: is E-commerce + servicing customers and collaborating with business partners

E-marketing: encompasses all forms of marketing that makes use of the Internet or other “new” electronic channels, such as interactive television


9

Marketing

MessagePositioning

Branding

Competitive Advantage

Target CustomersDemographics

Psychographics

Purchase/Repurchase Cycles

Definitions


MessagePositioning

Branding

Competitive Advantage

Target CustomersDemographics

Psychographics

Purchase/Repurchase Cycles

Definitions

Public RelationsPress Releases

Speaking Engagements

Authoring

SaleRetail Store

Outdoor Fairs, Trade Shows

Website Selling

Internet Stores (eBay)

Direct Sales Channel

Sales Brokers

Advertising (Broadcast)Electronic

Television

Radio

PrintNewspaper

Magazine

Direct Mail

Brochures

Yellow Pages

Outdoor/IndoorBillboards

Bus/Taxi

Skywriting

Movie Theater

Sponsorships

Word of Mouth

Trade Shows

Sales Promotion

Internet Marketing


21st Century Trends

• Opening and closing times do not matter

anymore

• Distance and geography are no barrier to

purchase

• Company size is no guarantee of advantage

• Cost of marketing is tumbling


21st Century Trends

• Costs of communication no longer the

limiting factor

• Electronic data gathering, tracking, targeting

is easy

• Customer relationships are the new

corporate wealth

• Internet usage is spiraling


The Internet

An electronic network of

computers •includes nearly every university,

government, and research facility in

the world.

•Also included are many commercial

sites.

•Started with four interconnected

computers in 1969 and was known

as ARPAnet.


Things You Should Know

• The Hypertext Transfer Protocol (HTTP)

• TCP – Transmission Control Protocol

• IP – Internet Protocol

• URL – Uniform Resource Locator or Internet

address:

• http://www.ychange.com/emarketing/Hypertext

transfer protocol/Domain name/TLD/file or

resource on that server

• Domain Name System DNS www.ychange.com

rather than by ( xxx.yyy.zzz.abc )

• TLD’s: .com, .gov, .edu, .org, .mil, .net,. .or, .jp

http://www.ychange.com/emarketing/



Website Basics

• HTTP

– Think rules between Post Offices

• Stamps

• Address a certain way

• Zip codes

• Etc.


Website Basics

• TCP

– Think the underlying infrastructure you

never see

• Trucks

• Planes

• Trains

• Etc.


Website Basics

• Internet Protocol or IP address. – Think envelopes of a certain size

– Called a NODE electronically

– This is a series of four numbers such as

176.5.120.34

– Seen as Domain Name (text name)

– Translation between names and IP addresses

• Performed by Domain Name Servers

• Failure to convert a name to an ID gives the dreaded

DNS lookup error or error 404.



Website Basics

• Uniform Resource Locator URL

– address of a document you'll find on the WWW

– WWW browser

• interprets the information in the URL

• Connect to the proper Internet server

• Retrieve your desired document.

• Hyperlink• Instructing your browser to find the URL

• Embedded within the hyperlink.

http://www.scorepdx.org/


Browsers

• “Browses" the WWW

• Requests hypertext documents.

• Browsers can be graphical

– IE and Firefox,

– see and hear the graphics and audio;

• Browsers can be text-only

• All of these programs understand

http and other Internet protocols such as FTP, gopher,

mail, and news, making the WWW a kind of "one stop

shopping" for Internet users.


Search Engines

• “Indexed“ using search engines

– “spiders"

– "robots”

– "crawlers“

– "worms“

• Comb through the Web documents

– identifying text - basis for keyword

searching.


Search Engines

• “Each search engine works in a different way.

– Scan title or header of the document;

– others look at the bold "headings" on the page for

their information.

• The fact that search engines gather

information differently means that each will

probably yield different results. Therefore, it's

wise to try more than one search engine

when doing Web searching.


Website Basics

Two Types of Websites:• Those that you bring customers to

– Build the site then spend money getting traffic to it

• Those that bring you customers

– Design the site to attract traffic

Which type fits your business?


What can a Website Do?

• 24/7 Receptionist

• 24/7 Help Desk and Customer Service

• 24/7 Sales Force

• Destination Site

• Social Networking

• Information Portal


Planning for a Website


Issues to Consider

• Identify Your Online Goals• Get Legal Advice• Select the right suppliers

– ISP; IT supplier; Web design agency

• Decide on Content• Design & Build the Site

– The creative process– Approvals

• Testing• Go Live


What My Web Site Does

• Sell Products or services

– On-line site

• Increase awareness of my products/services

– Informational site

• Provide content/information on a specific topic

– Data driven site with content management

• Service existing customers more efficiently

– 24/7 infrastructure and support site


Considerations

Consumer or Business

Demographics– Age, gender, income, HH size

Geographic– Local, regional, national

Psychographics– Attitudes, lifestyles, habits


Things You Need to Know

• Who will visit

• What is being used and what is not

• Where are people going

• How long are they staying

• How many pages do they visit

• Develop your marketing plan

• Check out the competition

• Check out great websites in or out of your field

• Determine what you like


Online Goals

Sales (products)

Lead Generation

Credibility/Image

Showroom

Information

Customer Service

Automation (online application process, etc.)


31

Critical Starting Steps

• Start with a basic foundation

– Build off of it

• Getting started is the key

• Don’t try to do too much at once

• Get the site up http://www.libertykidz.org

• Get your web address on everything

• Expand your site in a stepwise way

http://libertykidz.web.aplus.net/


Critical Technical Factors

Basic Needs:– Database capacity?, Shopping cart?

– eMail Marketing capacity (newsletters, blasts, etc)

– eMail server hosting

Reliable Host – Get personal recommendations

– Back up servers


Critical Technical Factors

Pricing is not the most important factor– High GB storage, High GB monthly

transfer

Statistics with the hosting package– Google analytics is free, WebTrends is

solid


Your Web Building Team

Roles of the Designer, Developer, Marketer– Similar to a physician – generalist or specialist

– Similar to a builder – architect or contractor

• Designer (architect)

• Developer (contractor)

• Marketer – The business end

– How the site drives the business

– You need to own this

Templates, Costco, college students, interns


Content

The most important part of your site

– Speak to your target market/visitor’s true

need

– Provide enough info for them to make a

decision

– Establish credibility

– You write differently for the Web than you

do for anything else


How People Use Websites

• Validation – You don’t exist until you have a website

• They make instant judgments: emotional

response

• They scan, they don’t read

• They “satisfice” with random clicking and the

back button

• Length of Time to Make an Impression?


Website Visitors

Judgments within 50 Milliseconds

• The halo effect:

– the first impression creates an initial bias that drives

long-term opinion.

– If site looks good

• impression translates to other areas of the sit

• Its content.

• People like to be right.

• Unless the first impression is favorable, visitors will

leave your site before they even know that you might be

offering more than your competitors


Priority 3

Website Visitors

People scan, they don’t read.

This is just one example of

eye pattern. Each page

layout will drive a different

pattern but basically, top

corners are the most

Important.

Priority 2Priority 1

Eye Movement


Website Visitors

Satisficing:

• The fine art of random clicking and guessing.

That’s what people really do.

• With no penalty for using the back button,

people like instant gratification more than

thinking.

• Think of your visitor as a guest in your store:What do you want them to see?

What do you want them to buy?


Website Visitors

Demographics and Other Considerations

Age:Monitor resolution

Hand-eye, fine motor skills

Ease-of-use

No web lingo

Gender:

Color blindness

Images/colors

Culture:

Words, Images, color sites,

Location:Modem speeds

Internet saturation

Ease-of-use

No web lingo

ADAScreen readers

Other handicap access


Design

Professional Image– Able to convey the tone of the communication

– Able to convey the character of the business

– Able to convey the credibility of the business

“Visual storyteller”– Eye-tracking conventions

– Colors, patterns

– Fonts

– Layout, 1/3 rule

– Comfort


Design

What are your adjectives?• Calming

• Comforting

• Energized

• Serious

How do you convey this graphically?

How do you build instant trust?


Navigation Basics

Bottom of very long page…

Site ID – Way Home – Way to Search – Sections- Utilities


Navigation Structure

What site is this? (site ID)

What page am I on (Page Name) ***

What are the major sections of the site?

What are my options at this level?

Where am I in the scheme of things?

How can I search?

How do I get out of here? (Home)

http://www.score.org/

http://chandra.harvard.edu/field_guide.html

http://www.customstaffinginc.com/

http://www.meyertool.com/

http://www.thomasnet.com/

http://www.icr.org/

http://www.westservicecenter.com/


Example – New Startup

– New Consulting Business

– Sales process:• Meet the prospect

• Exchange business cards

• Prospect visits website

• Send a brochure to prospect

• Send contract/proposal

• Send Invoice

• Send Newsletter

– Needs• Stationery: Letterhead,

Envelope, Business Card Brochure & Envelope

• Website, eNewsletter


What Works

• Integrated materials make all the difference

• Initial prospects may be friends

• Initial decision makers are most likely not friends

• Presentation folders and marketing collateral

• Website authenticates and legitimizes the company

• The newsletter allow people to forward your stuff

• Add Web 2.0 features


What Can You Change

– Marketing plan

– Branding/Brand elements

– Visual appeal

– The message – the Unique Selling Proposition

– Navigation clearly labeled and functional

– Graphics appropriate and well optimized

– Leads captured and followed-up properly

– Future “touches” in place


Building Functionality

Start simple and expand as you can afford or

justify based on income

• Shopping Cart

• Content Management Section

• DB collection and building

• Email Marketing Capability

• Web 2.0 features

• RSS, podcasting, affiliate program


Gray Haired Wisdom

• Don’t freak out. You only need to know

that you need it.

• Never use Microsoft products to

generate web pages (.rtf)

• Make sure your designer can make it

happen

• Don’t Worry…Be Happy


Gray Haired Wisdom

• How many are planning to do your own website?

• How many will use a friend or family member?

– Have a plan for accountability


Gray Haired Wisdom

• Questions you need to ask yourself:

– Best investment of time, effort and resources?

– If I start it, can I or someone else finish it?

– Is this part of my business or marketing plan?

– How does the return on this investment compare with other financial choices I have to make?


Remember the difference between price and cost!


Planning For E-mail

• 40% addresses expire within 12 months – worse

than regular mail lists

• Tuesday – most popular day 25.4% (Sunday –

1.4%)

• 9:00AM PST- most popular time to send emails

• 1100AM PST – most popular time to open

• Filters are blocking 20.5% of email traffic (11.8%

– 50.7%)


Jargon

• Open

• Click through rate = CTR

• Click-to-open Rate = CTOR


Why Use E-mail

• Cost effective – compared to bannerads or snail mail

• Fast implementation – hours as opposed to weeks

• Measurable – Track unique identifiers on each link


Why Use E-mail

• Close the loop– Track user response

– Build user profile

– Integrate contact history

– Influence future campaigns

• Dynamic content

• Check the law

• Build versus buy email lists


Dynamic Content

• Create dynamic build of editorial content

selecting different information for different

segment of the database

• Target message based on:

– Demographics

– Buying patterns

– Topics of interest stated at registration

• Test segmentation


Legal Stuff

• Check lists against State Laws

• Collect addresses legitimately

• Know “Opt Out” & “Opt In” locations

• Check 3rd party warranties about their

lists


Build List In House

• No shame in bribery: cash or prizes are good

incentives

• Collect e-mail addresses through any contact:

mail, site registration, telephone, etc…

• Build list and maintain thru web site

– Incentivized registration

– Regular newsletter

– Viral marketing – email to a friend to get 2 free tickets

to ….


Advantages of In-House List

• More legitimate

• Better control of message content

• Closer to the target market


The Perfect E-mail

• Get Permission

• Concentrate on the Subject Line

• Front Load the Message

• Watch Out for Spam Triggers

• Tighten the Message Body

• Don’t waste Space with Graphic Mastheads

• Font Colors are Important

• Keep List Up-to-date




Blogs, RSS Feeds, Podcasting

• Blog– Weblog - written in chronological order

– Displayed in reverse chronological order

• RSS Feeds– Really Simple Syndication

– Publish frequently updated content – blogs, news headlines, podcasts

– Keep up with favorite websites in automated manner

• Podcasts– Digital media file or collection of files

– Playback on portable media players or PCs

– Portmanteau of “iPod” and “Broadcast”


Next Steps

• Thank you for your time

• Good luck with your new adventure


FREE SCORE counseling…

…will provide further

guidance

Documents

Portland SCORElindellassociates.net/.../2012/09/Internet-Marketing.pdfSales Promotion Internet Marketing 503-326-3441 21st Century Trends •Opening and closing times do not matter