Published on March 8, 2014
Standard Marketing - ebook - The ABC of Internet Marketing Page 1 Standard Marketing - ebook The ABC’s of Internet Marketing www.standardmarketing.ca www.standardmarketing.ca
Standard Marketing - ebook - The ABC of Internet Marketing Table of Contents 1. Introduction - 3 2. Getting Traffic To Your Website - 5 3. Capturing Prospects’ Information - 7 4. Having A Process To Convert Prospects Into Customers - 9 5. How Standard Marketing Can Help - 13 www.standardmarketing.ca Page 2
Standard Marketing - ebook - The ABC of Internet Marketing 1. Introduction www.standardmarketing.ca Page 3
Standard Marketing - ebook - The ABC of Internet Marketing Page 4 Although there are more and more websites on the internet all the time, almost nobody is doing internet marketing well. Most people simply don’t understand it. We’d like to explain it here without the industry jargon you may have heard in other places, so you can see that it’s actually quite simple. There are only 3 parts: Getting traffic to your website. 1 2 Capturing prospects’ contact information. 3 Having a process to convert prospects into customers. Traffic www.standardmarketing.ca Prospects Customers
Standard Marketing - ebook - The ABC of Internet Marketing Page 5 2. Getting Traffic To Your Website www.standardmarketing.ca
Standard Marketing - ebook - The ABC of Internet Marketing Page 6 Google has 85% of the search market in Canada, so all we have to do to get traffic to your website is get high rankings on Google for the right keywords. To understand how to get high rankings on Google for the right keywords you have to put yourself in Google’s shoes. Google wants to show people who use their search engine the very best search results, that is, the websites that have the best information on what they are looking for. If they do that more people will use Google, and Google will make more money. Almost all of Google’s revenue comes from people clicking their ads. When more people use Google more people click their ads. So Google wants to give high rankings to websites that have a lot of good information, and are adding more information all the time. If information is added all the time it will be current. Google spends billions of dollars every year looking for websites that have a lot of up-to-date content, that people will see as an authority in their field. www.standardmarketing.ca
Standard Marketing - ebook - The ABC of Internet Marketing Page 7 There are only 5 things you need to do to get high rankings on Google for the right keywords: 1. Keywords You need to use the Google Keyword Planner to find the words your prospects are searching for when they’re looking for your services. To find the Google Keyword Planner just search on Google. You have to sign up for a Google Adwords account but you don’t have to spend any money. The keyword phrase you choose must be one that you have the resources to get your website in the top half of page one of Google, or all your efforts will be wasted. 2. Content You need to be continually adding original articles and information to your website that your customers and prospects would be interested in. This is why Blogging is so important. Each article should include your target keywords once or twice in a natural sounding way. 3. Social Media You need to have at least the basic social media accounts. Google+ is an absolute imperative. Facebook, and perhaps others depending on your situation can also be good. It’s good to participate in conversations to encourage people to talk about you. If people are talking about you on social media Google takes it as a sign your website is important so they will give you higher rankings. Social media can also be used to bring people to your website. www.standardmarketing.ca
Page 8 Standard Marketing - ebook - The ABC of Internet Marketing 4. Inbound Links You need to have other websites adding a link on their website that, when clicked, takes people to your website. This is called an Inbound Link. Usually it doesn’t matter if anybody ever clicks those links. Just the fact that they’re there is an important indication to Google that your website is an authority in your industry and deserves higher rankings. 5. Technical Issues There are a number of technical things that really help your rankings. If you put your target keywords in your Title Tag, in your H1 Tag, Alt tag, in internal links, and a few times in the text on your pages, especially your homepage, it will greatly help your rankings. Google looks in those places to see what your website is about. It also helps to have your blog right on your website, and not to use frames or to split your website into subdomains. With larger websites it can help to use Metadata, and have an XML sitemap. www.standardmarketing.ca
Standard Marketing - ebook - The ABC of Internet Marketing Page 9 3. Capturing Prospects’ Information www.standardmarketing.ca
Standard Marketing - ebook - The ABC of Internet Marketing Capturing prospects’ contact information is important so you can communicate with them. Sometimes people will buy or contact you on the first visit to your website, but sometimes they want to think it over or do more research. In order to follow up with these prospects we need their contact information. There are many strategies to capture prospects’ contact information. All these strategies are about giving them something for free that will interest them enough to give you their name and email address. We call this “The Hook”. It could be a free sample, or free service, a free estimate, a consultation, or some information they can’t get easily somewhere else. The more your Hook is targeted to your prospects, and the more attractive it is, the more email addresses you will capture. www.standardmarketing.ca Page 10
Standard Marketing - ebook - The ABC of Internet Marketing 4. Having A Process To Convert Prospects Into Customers www.standardmarketing.ca Page 11
Page 12 Standard Marketing - ebook - The ABC of Internet Marketing The first part of the process to get prospects to buy is the website itself. It’s about putting the right information in the right places – why to do business with you, why to trust you - and encouraging them to take the appropriate action now, so those that are ready to decide now will contact you now. And you need to actually ask them to call, that is, have a Call To Action. The second part of the process is for those prospects who don’t contact you right away, to nurture them until they’re ready to buy. The most effective way to do that is with email. Perhaps once a month for a year or more you send them a personalized email that offers them some kind of value at no charge. The emails are short and include a gentle invitation to contact you. Prospects learn that you and your company offer value and excellent service, and you’re continually reminding them of your presence. A personalized nurturing email series can be the most cost effective marketing you’ve ever done. A www.standardmarketing.ca B C D
Standard Marketing - ebook - The ABC of Internet Marketing Page 13 5. How Standard Marketing Can Help www.standardmarketing.ca
Page 14 Standard Marketing - ebook - The ABC of Internet Marketing We Get To Know Your Business - First we get a good understanding of your business, your clients, your needs and goals. We’re not here to reinvent your company but to build on your strengths. We Look At Your Entire Internet Presence - Then we look at your whole internet presence – your website, your social media, your current rankings on Google, and every link on the internet that points to your website. And we look at your competition. We look at the whole picture. We Show You What’s Right For You - So many people make Internet Marketing complicated saying things like “You need Facebook”. We say “Maybe you do, maybe you don’t”. It’s a traffic strategy. That’s all it is, one of many. We look at all the possibilities - all the traffic strategies, all the contact information strategies, and all the closing strategies for your particular business, for your target clients, and for this particular time. And if it’s appropriate we fit Facebook into your strategy in terms of priority, and how it works with all the other parts of your strategy. We Do The Most Effective Things First - Then we pick the Traffic, Contact Information, and Closing strategies that will make you the most money in the least amount of time, and we do those first. www.standardmarketing.ca Let’s talk about how we can help your business grow. 604 722-9375 firstname.lastname@example.org
Standard Marketing - ebook - The ABC of Internet Marketing By Ken Lapp After a long and successful career in traditional marketing, Ken started Standard Marketing Ltd in 1999, building websites and doing internet marketing. Ken has passion for Internet Marketing for three reasons: 1. It’s about creating a dialogue with individual clients and prospects, not pushing information at the masses. 2. It’s about getting prospects to come to you at the exact time they’re ready to buy. 3. It’s completely accountable. You can know exactly how much business you’re making from your website. www.standardmarketing.ca Page 15
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