1. The Benefits of Online Marketing For Your Business

2. A. Overview I. Why there is a need for an Online Presence? II. What is Internet Marketing? III. What makes a Good Website? IV. How do Search Engines work and what is their role for your Online Presence? V. What is SEO and how does it affect your Online Business VI. How To Monitor the Performance of Your Website?

3. I. The Need for an Online Presence Bill Gates once said: “There will be two types of business in the New Millennium, those ONLINE and those OUT OF BUSINESS.”

4. II. What is Internet Marketing? Refers to the PROMOTION of business through the Internet medium. It is the way in which products or services are promoted and sold over the Internet. - digital marketing, web marketing, online marketing, search marketing or e-marketing

5. II. Branches of Internet Marketing 1. Banner Ads 2. E-mail Marketing 3. Blog Marketing 4. Affiliate Marketing 5. Article Marketing 6. Group and Forum Postings 7. Search Engine Marketing a. Pay Per Click Advertising (PPC) b. Search Engine Optimization (SEO) 8. Social Media Marketing 9. Social Media Optimization

6. II. Branches of Internet Marketing 1. Banner Ads - were the first Internet Advertisements. - displays a promotional message in a rectangular box at the top or bottom of a computer screen -The advertisement is constructed from an image (GIF, JPEG, PNG), JavaScript program or multimedia object employing technologies such as Java, Shockwave or Flash, often employing animation, sound, or video to maximize presence. - It is intended to attract traffic to a website by linking to the website of the advertiser. - Ad sizes have been standardized to some extent by the IAB

7. 1.Standard Web Banner Ads

8. 1. Banner Ads Disadvantage: Many web surfers regard these advertisements as highly annoying because they distract from a web page's actual content or waste bandwidth.

9. 2. E-mail Marketing E-mail marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fundraising messages to an audience. 1. Sending e-mails with the purpose of enhancing the relationship of a merchant with its current or old customers and to encourage customer loyalty and repeat business. 2. Sending e-mails with the purpose of acquiring new customers or convincing old customers to buy something immediately.

10. 2. Advantages of E-mail Marketing 1. It is extremely cheap. 2. It is instant, as opposed to a mailed advertisement. An e-mail arrives in a few seconds or minutes. 3. It lets the advertiser "push" the message to its audience, as opposed to a website that waits for customers to come in. 4.It is easy to track.

11. 3. Blog Marketing -allows them to share and preview product features, functions, and benefits before the products are released - Blogs can increase exposure, generate buzz, and they are fun to use. Many companies are starting their own blogs to market their companies. - Blogs are an excellent way to gather feedback and to make sure products meet the needs of users

12. 4. Affiliate Marketing - In the Offline world, referrals, are the best sources of qualified leads - Affiliate Marketing is the online application of this marketing method, where one Web site agrees to pay another Web site a commision for new business opportunities it refers to the site. - The affiliate adds a link to the company's Web site on its own site and encourages its visitors to patronize its marketing partner.

13. 4. Benefits Affiliate Marketing 1. Its key Benefit is the fact that it typically operates on a “Pay for Performance” basis. 2. Another advantage is the existence of an established user base that a marketer can immediately tap in through an affiliate.

14. 5. Article Marketing Article marketing involves submitting short articles to directories and Ezine websites, with permission for others to republish your work on their blog, website or in their email newsletter. Benefits of Article Marketing In return, you get one or more links back to the site. This makes Article marketing an important part of any traffic- building strategy for your business.

15. 6. Group and Forum Postings By joining related communities and forums, and being part of the industry related online community, you can convince people to come and visit your website and also convince them to buy products or services from you. Although this forms a very small part of Internet Marketing, Group and Forum Postings can still get traffic and users to a website.

16. 7. Pay Per Click Advertising - an advertising technique used on websites, advertising networks, and search engines to get listings in the paid placements or sponsored listings on the search engines. Example is Google Adwords, Yahoo Search Marketing Benefits of PPC 1. Instant gratification 2. Real-time "Trackability" 3. Helps bring targeted traffic to the websites

17. 7. Pay Per Click Advertising - Disadvantage: Pay per Click advertising is that it can be very costly. Since the advertiser or business is being charged for every click, small businesses cannot afford a large budget for PPC advertising.

18. 7.B Search Engine Optimization - SEO - Search Engine Optimization is the most important way of promoting a website online. This Internet Marketing campaign and aims to directly influence rankings on major Search Engines like Google, Yahoo and MSN. Search Engine Optimization consists of on-site factors and off-site factors, link building being the most important one for off-page optimization.

19. 8. Social Media Marketing - “Is a form of internet marketing which seeks to achieve branding and marketing communication goals through the participation in various social media networks”. Social Media is a shorter top level term that describes the space overall, and covers the activities around social interaction, content, videos, images and audio exposure. Examples: Facebook and Twitter

20. ULTIMATE GOAL! Promote Your Business over the Internet and bring TRAFFIC to your Website that will eventually be converted into a SALES !

21. III. What Makes a Good Website? - Some of the points you will need to consider when starting an online presence are the following: 1. Domain name issues - Online businesses should have a domain name with their business name. - This will help make brand recognition and will make it easy for people to remember you. - Domain names should be easy to remember, and you can easily buy a domain with a local extension, if you wish to target a local audience.

22. III. What Makes a Good Website? - 2. Hosting issues You should take the following factors into consideration when looking for a web host. - Access bandwidth - Server uptime - The site is best located in the same geographical region as most of your expected visitors

23. III. What Makes a Good Website? - 3. Web site design issues - the design of the website should not focus on putting images alone. - There should be a balance between text (content) and images In the design of your website. - Text matters not only for your visitors but the search engines as Well. - Below are some of the Search Engine Friendly Layouts:

24. III. What Makes a Good Website?

25. Search Engine Friendly Website Layouts 2- Columns layout 3-Coulmns Layout

26. IV. How Search Engines Work and their Role in your Online Presence - Search engines are special sites which are designed to search for information on the World Wide Web and FTP servers. Studies showed that 70% to 90% of all internet traffic comes from search engines. The market share of search engines as of December 2010 are as Follows: Google - 84.65% Yahoo - 6.69% Bing - 3.29% Others - 5.37%

27. A. How Do Search Engines Process Querries?

28. Google runs on a distributed network of thousands of low-cost computers and can therefore carry out fast parallel processing. - Results can be given in a fraction of second.

29. B. How Do Search Engines Discovers Websites? Web Crawling

30. > The words within the page (Contents), density > Where the words are found - Title, Meta Tags, Body, Hyperlinks C. What Do SEs look for?

31. D. Organic Vs. Paid Listings

32. E. Density of Google Results

33. V. What is SEO and How Does it Affect your Online Business SEO - Recent study showed that 70% to 90% of all Internet Traffic comes from Search Engines.

34. What is the relation of SEO to getting a Lot of Visitors (Traffic) to a website that will eventually lead to a CONVERSION? QUESTION:

36. Eye Tracking Studies

37. How do we apply SEO to our Website and achieve a TOP Rankings in Search Engines? QUESTION:

38. Factors Affecting Rankings 1. On-Page Factors - Changes performed on the Actual Website 2. Off-Page Factors - Items that are external to the Website

39. On-Page Factors 1. Title Tag, Description Tags 2. Anchor Text of Links 3. Use of Keywords on a page 4. Keyword Density 5. Location of Keywords on a page 6. Accessibility of Document 7.Links to the document form Site-Internal Pages

40. Off-Page Factors The number of websites linking to you (Inbound Links) Whether or not the websites linking to you are deemed by Google as an authority website

41. SEO PROCESS

42. VI. How to Monitor the Performance of your Website? Google Analytics - is a free service offered by Google that generates detailed statistics about the visitors to a website.

43. Google Analytics 1. How many visitors are coming to your website? 2. How do visitors behave once they visit your site? Avg pages per visit, Bounce rate, Average time on site 3. How do they like your content? Which content do they like? 4. From which Countries are your visitors coming from? 5. Goal Conversion rates

44. Questions?

45. THANK YOU!