1. Ask Joanne, LLC www.askjoanne.com info@askjoanne.com Fundamentals of Internet Marketing Free Teleclass by Ask Joanne, LLC September 19, 2006 9:30 – 10:30am

2. Ask Joanne, LLC www.askjoanne.com info@askjoanne.com Internet Marketing Basics Have a well-designed website Have a well-designed website Do internet research, marketing and advertising Do internet research, marketing and advertising Perform regular website analysis Perform regular website analysis

3. Ask Joanne, LLC www.askjoanne.com info@askjoanne.com Have a well-designed website What makes a website well-designed? What makes a website well-designed? Easy to Look AtEasy to Look At Easy to UseEasy to Use Easy to FindEasy to Find

4. Ask Joanne, LLC www.askjoanne.com info@askjoanne.com Easy to Look At An Easy to Look at site has: An Easy to Look at site has: About half the content of the same material in a printed formatAbout half the content of the same material in a printed format Short paragraphs Short paragraphs Bulleted lists Bulleted lists lots of white space lots of white space Limited graphics and color for visual appealLimited graphics and color for visual appeal Very Limited or NO animationVery Limited or NO animation Animation makes it nearly impossible to concentrate on nearby textual information Animation makes it nearly impossible to concentrate on nearby textual information

5. Ask Joanne, LLC www.askjoanne.com info@askjoanne.com Easy to Use An Easy to Use site makes it easy for customers to perform useful tasks An Easy to Use site makes it easy for customers to perform useful tasks Make it easy for your users to buy something, try something, learn something and contact youMake it easy for your users to buy something, try something, learn something and contact you Usability studies show that people expect navigation menus across the top or on the left side of the screenUsability studies show that people expect navigation menus across the top or on the left side of the screen Do Testing – have non-involved parties test your website for simple tasksDo Testing – have non-involved parties test your website for simple tasks

6. Ask Joanne, LLC www.askjoanne.com info@askjoanne.com Easy to Find An Easy to Find website comes up in the top results in the search engines for relevant keywords An Easy to Find website comes up in the top results in the search engines for relevant keywords Your initial top keywords are: Your initial top keywords are: Your name (if applicable) Your name (if applicable) Your business name Your business name Your primary service plus your location Your primary service plus your location (eg. Internet marketing Newtown CT)

7. Ask Joanne, LLC www.askjoanne.com info@askjoanne.com How do the Search Engines Work? Search Engines Index web PAGES not web SITES Search Engines Index web PAGES not web SITES This is an important distinction - People can “enter” your site on ANY page, not just your home pageThis is an important distinction - People can “enter” your site on ANY page, not just your home page Crawlers follow links and index all they find Crawlers follow links and index all they find In order to properly index a page, search engines need enough content to “read.” This is why it’s very important to have your keywords in your site content (and other behind-the- scenes code)In order to properly index a page, search engines need enough content to “read.” This is why it’s very important to have your keywords in your site content (and other behind-the- scenes code)

8. Ask Joanne, LLC www.askjoanne.com info@askjoanne.com How to Optimize a Website Choose keywords Choose keywords Research keyword popularity Research keyword popularity Google Keyword ToolGoogle Keyword Tool NicheBotNicheBot Hire Ask Joanne to research for youHire Ask Joanne to research for you Use your keywords in: Use your keywords in: Page TitlesPage Titles Content & Internal LinksContent & Internal Links Incoming Links from other sitesIncoming Links from other sites

9. Ask Joanne, LLC www.askjoanne.com info@askjoanne.com Easy to Find – Summary If you only do 3 things to improve the visibility of your website in the search engines they should be: If you only do 3 things to improve the visibility of your website in the search engines they should be: Have ACCURATE page titlesHave ACCURATE page titles Have regularly updated quality contentHave regularly updated quality content Continuously build relevant incoming linksContinuously build relevant incoming links

10. Ask Joanne, LLC www.askjoanne.com info@askjoanne.com What are Incoming Links and Why do they matter? Search engines look at every link to your site from another site as a “vote” for your siteSearch engines look at every link to your site from another site as a “vote” for your site The more quality, relevant incoming links, the more important your site must be and the higher it will rank in the search engines’ natural search resultsThe more quality, relevant incoming links, the more important your site must be and the higher it will rank in the search engines’ natural search results

11. Ask Joanne, LLC www.askjoanne.com info@askjoanne.com Do Internet Research Internet Research Internet Research Find sites related to yours by location or type of businessFind sites related to yours by location or type of business Request that these related sites link to yours and/or offer to exchange linksRequest that these related sites link to yours and/or offer to exchange links Find if important sites related to your business accept informational articles (this is a very good source of inbound links!)Find if important sites related to your business accept informational articles (this is a very good source of inbound links!) Find specialty directories and local directories related to your business and submit your website for inclusionFind specialty directories and local directories related to your business and submit your website for inclusion

12. Ask Joanne, LLC www.askjoanne.com info@askjoanne.com Do Marketing Don’t forget traditional marketing and networking. Put your website address on: Don’t forget traditional marketing and networking. Put your website address on: all your printed materialsall your printed materials on your voice-mail messageon your voice-mail message on your email “signature”on your email “signature” Make it worthwhile for people to return to your website Make it worthwhile for people to return to your website Offer an e-newsletter or internet only specialsOffer an e-newsletter or internet only specials Offer a white paper of “tips & tricks” or offer a free sample in exchange for people sharing their email address with you.Offer a white paper of “tips & tricks” or offer a free sample in exchange for people sharing their email address with you.

13. Ask Joanne, LLC www.askjoanne.com info@askjoanne.com Do Internet Advertising Paying for traffic Paying for traffic When you researched sites to request links from, some of them asked you to pay a fee to be listed on their site. This is one form of internet advertising.When you researched sites to request links from, some of them asked you to pay a fee to be listed on their site. This is one form of internet advertising. Pay Per Click Advertising Pay Per Click Advertising PPC advertising is superior to print advertising because your ad shows up at the exact moment people are searching for what you offer.PPC advertising is superior to print advertising because your ad shows up at the exact moment people are searching for what you offer.

14. Ask Joanne, LLC www.askjoanne.com info@askjoanne.com Pay Per Click Advertising Choose your targeting Choose your targeting regional, search only, content networkregional, search only, content network Choose your keywords and match types Choose your keywords and match types Set your bids Set your bids what you are willing to pay per click?what you are willing to pay per click? Set your daily budget Set your daily budget Write ad copy and choose “landing” pages Write ad copy and choose “landing” pages Set up and monitor conversion tracking Set up and monitor conversion tracking

15. Ask Joanne, LLC www.askjoanne.com info@askjoanne.com Perform Website Analysis Watching your website’s statistics gives you valuable information on the effectiveness of any internet marketing efforts Watching your website’s statistics gives you valuable information on the effectiveness of any internet marketing efforts Most web hosting accounts come with some kind of free statistical reporting – ask your webmaster or hosting company how to access themMost web hosting accounts come with some kind of free statistical reporting – ask your webmaster or hosting company how to access them Google Analytics is a free and very fully featured package, but is available by invitation only (Google PPC advertisers have first preference)Google Analytics is a free and very fully featured package, but is available by invitation only (Google PPC advertisers have first preference) Ask Joanne, LLC offers detailed statistical reports starting at $9.95/monthAsk Joanne, LLC offers detailed statistical reports starting at $9.95/month

16. Ask Joanne, LLC www.askjoanne.com info@askjoanne.com What Stats to look at? Look at the number of visits (not hits) to your site Look at the number of visits (not hits) to your site Is the number increasing since you began your marketing?Is the number increasing since you began your marketing? Look at the search queries that people used to find your site Look at the search queries that people used to find your site Are there keywords that you didn’t think of?Are there keywords that you didn’t think of? Look at “Referrers” Look at “Referrers” This tells you which sites people clicked through to get to yours - Are your advertising dollars paying off?This tells you which sites people clicked through to get to yours - Are your advertising dollars paying off?

17. Ask Joanne, LLC www.askjoanne.com info@askjoanne.com Eyes on the Web™ As part of your on-going internet marketing efforts you should keep your Eyes on the Web™ for: As part of your on-going internet marketing efforts you should keep your Eyes on the Web™ for: Your current search engine rankingsYour current search engine rankings Potential link partners or places to post informational articlesPotential link partners or places to post informational articles Tracking and conversion data – how many web-surfers become customers?Tracking and conversion data – how many web-surfers become customers? Are your marketing efforts paying off? What changes do you need to make?Are your marketing efforts paying off? What changes do you need to make?