Posts Tagged ‘internet marketing’

Websites develop with the personality of the business owner. So, how can you take your personal interests and use them to intensify the effect of marketing? This includes both the marketing of the site and the products or services you are making available.

If your personality has a bent toward humor perhaps your website may include humorous bits of trivia that deal with your industry. You might solicit humorous stories from customers (this strategies could also work to improve list building endeavors).

If your personality is one that enjoys art you might consider a site that has a bent toward the artistic. Perhaps the listing of personally selected art shows or concerts may provide the personal touch you are looking for.

If you are a car enthusiast you might find a tasteful way to incorporate design based on your automobile of choice with personal links to a forum dedicated to serving fans of a variety of car buffs. This approach, as with most, may be best linked to products you are selling that have something in common with the automobile you feature or cars in general.

Hopefully you get the idea that personality doesn’t have to be put on the backburner in every case when it comes to Internet marketing.

For instance many sites are incorporating an interest in social issues as a site design feature. Some sites may do this by promoting affiliate products that share a portion of the proceeds with a charity of choice. They may also highlight a social issues site that focuses on the issue closest to the personal interests of the site owner.

This doesn’t have to be (and shouldn’t be) obtrusive, but it can help your customers understand a little bit more about your personality and passion to help others in need.

Imagine a business that took on the idea of assisting in feeding the hungry. They choose a well-respected charity and set aside a portion of their sale proceeds to help feed the hungry.

The website benefits because they may have individuals with similar interests who will make a purchase simply because they identify with the motivation and view this as a way to help. Others will buy because they love your product, and the charity you are interested in receives publicity to help others take notice of what they are doing and how site visitors can help.

You can’t rely on social marketing to be the only way you improve site visitation so make sure you work on other means of getting the word out about your business, but infusing your personal interests can be a positive way to connect in an emotional way with some site visitors.

The key part to this idea is that because most individuals form an emotional connection with a product this approach could be the means of developing that connection for a segment of site visitors.

The growth of your website can happen in numerous ways, but the idea of personality marketing may not be something you have considered before, but should.

Remember I used the word ‘tasteful’. What that means is not overpowering the visitor with your personal interest while negating the marketing effect of the product you are trying to sell. If you’ve made your business site into a fan site of something you really love you might have gone too far. On the other hand if you enjoy something that much consider creating a secondary site and then include links to that site from your primary business site.

The key components of an Internet marketing program include Search Engine Optimization (SEO), Search Engine Marketing (SEM), Paid Placement, Affiliate Marketing and Viral/Social Marketing. The goal of all of these is to increase a website’s traffic (number of people who visit) however each uses a different tactic to meet this goal. An effective Internet marketing program leverages a mix of these components to maximize their value at a particular point in the overall program.

Search Engine Optimization (SEO) is an attempt to increase your website’s ranking in ‘organic’ (non-paid) search results in Google™, Yahoo!™ and other search engines. Search engines use complex, proprietary algorithms to determine how a page ranks. In general higher ranking is achieved by optimizing the actual website content to increase its relevancy to certain search words (keywords). Additionally, SEO attempts to increase the website’s perceived ‘authority’ by acquiring quality links to your website from other complementary sites (back links). Finally higher ranking websites are highly visible to search engines meaning most or all of their web pages are indexed by the search engines.

Many aspects of a complete SEO effort can be outsourced, but some aspects are more effective when controlled by those most familiar with the product or service. SEO generally has a longer-term ROI than other Internet marketing methods because a website’s authority is generally built over time. It is important to know that SEO is never truly finished. Competition and buyer preferences change and evolve over time, therefore, the authority of a website changes and must be re-evaluated routinely.

Effectiveness of a SEO program is measured in terms of search result rank, search engine saturation and overall visibility. Result rank is determined by how high a website appears in organic results. Saturation is an indication of how much of a website is indexed by search engines and overall visibility shows how many references are found for a website.

Search Engine Marketing (SEM) essentially is a shortcut to increased search result rankings. By sponsoring links in search engine results, advertisers can ensure that relevant links are displayed along with search results whenever certain keywords are searched for. These are generally displayed above or in a separate column beside organic results. In these pay per click (PPC) programs advertisers bid to determine ranking and only pay when links are actually clicked by a visitor.

SEM can be, and probably is best, outsourced. Experienced SEM practitioners can maximize the results of a pay-per-click program by increasing the quality of website visitors. Additionally, knowledge of the bidding process and keyword selection can significantly reduce the amount paid per click-through over time.

SEM has the shortest term ROI as resulting traffic is immediate and measurable. The ability to tightly control expenses, all the way down to cost per click, makes the expense very predictable. Negatively, there is little if any residual value effect of SEM beyond potential relationships with new buyers. SEM is predominately a point in time exercise, although it can be very effective during a campaign.

Paid Placement is similar to traditional print or media advertising. Advertisers pay a fee to have their ‘ad’ displayed on a website or alongside search engine results. Ads are often ‘banners’ that include a marketing message that entices viewers to click the ad and be transferred to the advertiser’s website. Paid placement also includes sponsored links on content pages, paid reviews or ‘pop-up’ ads that appear before or on top of a content page.

Paid placement can include SEM tactics, but here the sponsored links appear on content websites rather than search engine results pages. Placement is based on relevancy of selected keywords and the displaying website’s content. The advertiser has limited control over where ads appear. Ads on content sites generally rank higher for lower bids than on search engine results.

Direct placement of ads on specific content sites is generally based on a set fee or per million impressions (displays). Direct placement allows an advertiser to specify specific website, durations and potentially exact placement on a page. This is most effective if a product or service would appeal to visitors of a specific website. For instance, Dell might place an ad on a computer buying guide website.

Purchase and management of direct placement ads can be outsourced, although it requires less expertise and oversight than SEM.

Affiliate Marketing allows website owners to resell products or services for a percentage or set fee commission. Commissions may be paid for sales, leads or even website visit referrals. Almost all major retail stores support affiliate marketing programs and generally use a third party service to manage the relationship with affiliates. While affiliate marketing allows a product or service provider to extend its marketing capability it is still responsible for all aspects of distribution.

Affiliate marketing can be outsourced in part or whole. Generally the affiliate marketer selects an affiliate management provider to handle acquiring and managing new affiliates.

Although not an absolute, Affiliate marketing tends to be most utilized by product or service providers who have a wide range of products to offer. This increases the likelihood that content site owners are going to assign valuable screen space to a product. Alternatively the provider may offer higher incentive commissions or target very specific content sites.

Viral/Social Marketing is similar to traditional ‘word of mouth’ advertising although done through websites. Marketers attempt create ‘buzz’ about their products by leveraging social networks, emails, blogs, videos or other venues that allow viewers to easily ‘spread the word.’ This form of Internet marketing is often associated with the term ‘Web 2.0′ because it tends to leverage more user driven venues and content rather than commercial content sites.

Viral/Social Internet marketing, much like SEO is an ongoing effort and similarly it is possible to outsource all or some efforts in this area. Development of complex marketing campaigns would likely be outsourced to a marketing firm specializing in leveraging the Internet, however, smaller campaigns and the tactical aspects could be handled internally or by your SEO/SEM partner.

In closing, an effective Internet marketing program will leverage some or all of these components in a complementary way. Each component brings visitors to a website through its own unique tactics, timeframe and cost. If planned and managed properly, each component can be utilized by the next one to create even greater value. A successful Internet marketing plan will consider the short-term, long-term and budgetary goals of the product or service provider, deploying the components that met those goals.

Thursday, May 27th – FREE Social Marketing Webinar with @BilleBaty! You can find the invite here http://twtvite.com/socialsmm and signup using the box on the left – the topics include Twitter and social media branding and strategy tips presented by Darren Williger, Bille Baty, Kristen Ruby, and Larry Wentz.

There’s going to be some incredible things discussed so please try to attend.

May 27th at 2:00pm Central SIGNUP NOW with box on left!

In Web 1.0 world, we are using internet banner ads, text ads, email, newsletters as our internet marketing vehicles to drive our marketing message to our potential clients online. Today, internet had been transitioned to web 2.0, new internet marketing strategies are needed to continue be successful in internet world.

With Web 2.0, we need to consider not only the new means of reaching our online audience but also the new nature of the social Web. Weblogs, blogs, and other web 2.0 sites dabbling with social media tools such as wikis, podcasts, videocasting, photo sharing sites, social bookmarking are the key marketing vehicle to drive internet traffic to the targeted websites.

So, as an internet marketer for Web 2.0 world and to be successful in an era where customers are freely discuss your products and services, you should consider the 5 important marketing strategies below:

1. Learn about social media

Social media is one the most important “must know” knowledge in Web 2.0. Thus, the first and foremost, you should participate in and understand social media by learning about it. YouTube, del.icio.us, Flickr, digg, MySpace, and Technorati are examples of new engines that you need to understand in order to effectively use them to reach your markets.

2. Marketing Plan For Web 2.0

You should factor let your visitors to play a more important role in your new marketing plan for Web 2.0. Let your website visitors to create content on your site and pass it a long. You even can your passionate users to create promotional videos about your sites/products, then use them on your local TV channels and post them online everywhere to get maximum exposure.

3. Join & Participate In The Conversation

Social media applications are two-way streets that conversation happens between two or more parties. To get exposure, you can join and participate to these conversation groups. You can join as members to other social media groups of your niche marketing or you can add social tools and services (such as Weblogs, wikis, tagging, video blogs, etc.) to your library Web sites. Enable comments on blogs and allow users to contribute to wikis.

4. Be Remarkable

Social media is a form of viral marketing where interesting ideas and content get passed along rapidly. Hence, in Web 2.0 world, content is the king. You must have contents that attract your visitors that they can use, bookmark, share online / offline and get your content or message pass along.

5. Get Your Content Travel

Encourage visitors to bookmark and tag your content with a click of a button and allow users to repost booklists, book reviews, photos, podcasts, or videos on their own sites. Post your content on sites like Flickr and YouTube where it’s easy for users to find and share it. Make news feeds for new materials such as books, DVDs, talking books, and video feeds so that these materials can be shared by online users and get your contents spread to the internet world.

6. Be part of the multimedia wave In Web 2.0 world, images and static pictures no enough to attract internet users any more, video is the key driver for Web 2.0. Statistic shows that more than 100 million videos being download daily. So, the effective of video marketing must not be overlooked. Create short videos and post them to YouTube and other video-sharing sites.

In Summary

These are just a few strategies about marketing in a Web 2.0 world. There are still a lot of ideas for social media marketing where you can explore and integrate into your web 2.0 marketing plan.

The use of social media encompasses a broad range of online media types. While some might only think of a social network like MySpace there are actually several social media formats that contain significant marketing potential for online business.

While others may think you are simply enjoying the multiple aspects of social networking, the truth of your interest may likely be tinged with a business focus.

What that doesn’t mean is that you post simply to leave a traceable link back to your business website. Those who visit any social media site see through posts that are overtly geared toward marketing. In many cases social media consumers view this as spam even if the social network owners do not. In the end, you can lose credibility of you don’t work as a meaningful contributor in a social media environment.

Social media can be presented in many different forms. Let’s take a peak at a few of them.

YouTube and other similar video sites – These videos can be funny, serious, off the cuff and sometimes political in nature. You can show your business in a humorous light and allow individuals to be curious about you and your business.

MySpace and other social networks – This form of social media is popular because it draws together multiple elements of social marketing and makes them accessible to the masses of individuals that may view social networking as an online version of reality television.

Blogs – This is a form of social media if only because it does allow interactive exchanges between the blogger and the reader.

Forums – This can allow you to have an individual voice willing to discuss topics of interest to the majority. As with all social media you can provide a link to your site. If you are viewed as a trusted source you will likely find forum members following you to your site to learn more.

Podcasting – This is an audio stream that can allow a visitor to hear a personal message from you. This can have a pronounced impact in social marketing.

This isn’t an exhaustive list, but it does provide something for you to consider as an addition to other marketing strategies you may have in place. Social media allows you to take your message to the people and have fun while you share your message.

I can’t stress enough how important it is to be real. The entire Internet community has a low tolerance for supposed spam so make sure you don’t use social media as simply another form of online advertising.

Forum marketing or Social Marketing can truly be another great hidden source to add to you’re over all Internet marketing. It is a place were people with similar interest gather to discuss all types of topics for that subject.

How affective is it for your Internet Marketing and generating website traffic?

Forum Marketing can help in many different ways when it comes to marketing your website, here is how:

First you want to find a discussion board or forum that is targeted to your website theme. Think of it like this would you market your website about jewelry to a forum about cooking? The answer is no.

Participating in forums can help you and your website build an expert status online by posting answers to questions others have in a specific topic.

Never posted in forums before?

First thing you should do before just jumping in and posting wildly, take a look around and see what other are posting about, view the set up and feel the mood of the forum.

Once you have a good understanding of the forum then you can start participating in this targeted marketing platform.

Note: There is a sign up process for most good forums. Process is simple and only takes a few minutes. Forums normally use sign in to help better monitor the forum and protect it from spamming.

Keep in mind that most forums do not allow advertising in their post and the regular participants of these forums can smell an ad from a mile away. This way of using the forums will not make you any friends so keep your content exactly that content. Add value to the forum by providing your own unique quality copy.

Forums allow a signature line were you can place a small description about your business along with a link to your website. Here is where your link popularity can climb and climb steadily as new post creates new fresh content that the search engines love.

Search engines pick up and index forum posts high so be sure to include important keyword rich topics and content in every forum posts so they will attract targeted traffic for your website through your popular keywords.

Consider Forum Marketing as part of you Internet marketing strategies, it can have many benefits for your website and business that you may not have thought about.

History the practice of marketing is almost as old as humanity itself. A market was in the beginning simply a sourcilleux place where people with a supply articles or capacity to ensure a service could meet those which could wish the articles or the services, perhaps at a time arranged as a preliminary. Such meetings incarnated many aspects of the methods of today of sale, although sometimes in a manner without ceremony. The salesmen and the purchasers sought to include/understand the needs, of the capacities, and the psychology of each one, all with the goal to obtain the exchange of the articles or the services to take place.

The Stock Market of today of New York had its humble beginnings like market in the open air located at Wall Street in New York City. The rise in agriculture undoubtedly influenced markets like first means “of series production” of an article, namely foodstuff. While agriculture made it possible one to cultivate more food which could be eaten by the farmer, and the majority alone of food are perishable, there was probable motivation to seek others which could employ excessive food, before it was corrupted, in exchange of other articles.

As a Theodore 1960 Levitt wrote an article of newspaper called Marketing Myopia. It is said that this begins really the mania of sale. In him it discussed that the large-scale industries then badly interpreted of which industry they formed part. It declared that until you entirely included/understood industry that you belonged to you were likely to fail. For example the industry of rail was not in the businesses of the rail-bound transport but in the industry of transport in general they always competed with the tastes of the cars and public transport. Levitt would be one of the founders of the discipline of sale, and contributed to the manufacture of the framework 4Ps that the compromise sale is based around. The sale of report/ratio is a form of marketing which evolved/moved of the marketing direct of response in the Sixties and emerged in the Eighties, lesoù the accent is put on longer-term reports/ratios of building with customers rather than on various transactions. It implies arrangement the needs for customer while they pass by their cycles of life.

It underlines to provide a line of goods or customer services existing while they need them. Phillip Kotler presented the social marketing 1971 which is an enlightened concept which supports that a company should make good decisions of sale by considering the consumers wants, the requirements of the company and the interests of long duration of the company. These efforts are now known as a responsibility.