Internet Marketing Fundamentals eSoft Skills. Module One: Getting Started The internet has forever changed the way the people shop and conduct business.

Internet Marketing Fundamentals eSoft Skills

Module One: Getting Started The internet has forever changed the way the people shop and conduct business. Even experienced marketing professionals need help navigating the pitfalls of internet marketing. Integrating the marketing techniques with modern technology is essential for every business. Don’t be afraid to get creative and experiment with your marketing. Mike Volpe

Workshop Objectives Market research Target market Understand your brand Find and capture leads

Module Two: SWOT Analysis in Marketing Successful internet marketing requires an internal and external analysis. Tools such as a SWOT analysis will determine the strengths, weaknesses, and opportunities, and threats that different organizations face. Success always comes when preparation meets opportunity. Henry Hartman

Strength Advantages What is done well Internal Customer’s point of view

Weaknesses Internal Does it does poorly Poor customer service Can be converted

Opportunities Outside influences Market changes Prepare for them

Threats Outside factors Can come from competitors Transform into an opportunity

Case Study The CEO of MyBrand was constantly getting complaints about poor customer service Customers always complimented the quality of the clothing Customer service did not cause sales to slip, so he did nothing After three months, sales slipped 20%

Module Two: Review Questions 1.A low price point is an example of a ____. a)Weakness b)Strength c)Opportunity d)Threat 2.Which of the following will provide useful information about strengths for a SWOT analysis? a)Weather b)Taxes c)Technology d)Market research

Module Two: Review Questions 3.A poor customer service survey indicates a _______ a)Strength b)Opportunity c)Weakness d)Threat 4.A weakness is _____. a)Internal b)Lasting c)External d)To be expected

Module Two: Review Questions 5.What is an opportunity? a)Taxes b)Competition c)Weak market d)Improved technology 6.What must be monitored to find opportunities? a)Future of the market b)Competitor sales c)Customer complaints d)Weather

Module Two: Review Questions 7.What is an example of a threat? a)A strong market b)Increased taxes c)Improved products d)Company growth 8.What involves influences outside the organization? a)Strengths and weaknesses b)Weaknesses c)Threats and opportunities d)None of the above

Module Two: Review Questions 9.How much did the sales slip? a)10% b)20% c)30% d)40% 10.What did the CEO ignore with the complaints? a)Opportunity b)Threat c)Strength d)Weakness

Module Two: Review Questions 1.A low price point is an example of a ____. a)Weakness b)Strength c)Opportunity d)Threat Strength is anything that the company does well in the eye of the customer. A low price point is considered a strength. 2.Which of the following will provide useful information about strengths for a SWOT analysis? a)Weather b)Taxes c)Technology d)Market research Market research provides information that can be used to create a SWOT analysis. The other answers are examples of opportunities and threats.

Module Two: Review Questions 3.A poor customer service survey indicates a _______ a)Strength b)Opportunity c)Weakness d)Threat A weakness is something that the company does not do well. Poor customer service is an example of a weakness. 4.A weakness is _____. a)Internal b)Lasting c)External d)To be expected Both strengths and weaknesses are internal to the company. Weaknesses can be converted to strengths.

Module Two: Review Questions 5.What is an opportunity? a)Taxes b)Competition c)Weak market d)Improved technology An opportunity is an outside influence that the company can take advantage of. Using new technology is an opportunity. 6.What must be monitored to find opportunities? a)Future of the market b)Competitor sales c)Customer complaints d)Weather It is important to take advantage of opportunities as they appear. This requires careful monitoring of the future of the market and market trends.

Module Two: Review Questions 7.What is an example of a threat? a)A strong market b)Increased taxes c)Improved products d)Company growth A threat is any outside influence that negatively affects the company. Increased taxes are a threat. 8.What involves influences outside the organization? a)Strengths and weaknesses b)Weaknesses c)Threats and opportunities d)None of the above Threats and opportunities come from outside the company. Strengths and weaknesses are found inside the organization.

Module Two: Review Questions 9.How much did the sales slip? a)10% b)20% c)30% d)40% The sales slipped after the competition opened, they fell a total of 20%. 10.What did the CEO ignore with the complaints? a)Opportunity b)Threat c)Strength d)Weakness The CEO ignored complaints of poor service. This is a weakness that he failed to transform into a strength.

Module Three: Marketing Research Marketing research is essential to a successful marketing campaign. This information needs to be done on two levels. Primary information is the research that you do for yourself or have an employee do. Secondary information is provided by government agencies and other organizations that offer market information. Advertising people who ignore research are as dangerous as generals who ignore enemy signals. David Ogilvy

Consume All Media Surveys Focus groups Interviews Observation Trials

Find the Right Price Ceiling and floor Quantity ROI Determines purchase

Product Development and Improvement Generate Ideas Develop Features Develop the Product Test the Product

Identify Your Target Audience AgeGenderIncomeEducationLocation

Case Study The local company, Media Inc. saw a shift in the popularity of their products Action movies and romantic comedies were their mainstays the previous year Now, children’s and family movies made up the bulk of their rentals She learned that the middle class in the town was growing

Module Three: Review Questions 1.Choose the source of primary information. a)Market reports b)Survey c)Competitor statistics d)Market researchers 2.Choose the source of secondary information. a)Trials b)Focus group c)Interviews d)Media coverage

Module Three: Review Questions 3.Why is highest amount you can charge? a)Price floor b)Top tier c)Price ceiling d)ROI 4.What is the lowest amount you can charge? a)Price floor b)Top tier c)Price ceiling d)ROI

Module Three: Review Questions 5.What do you do with the ideas generated? a)Develop product b)Test product c)Create feedback d)Develop features 6.What is the final stage to product development? a)Develop product b)Test product c)Create feedback d)Develop features

Module Three: Review Questions 7.Which is not a criterion you would least likely use to identify the target audience? a)Diet b)Age c)Education d)Income 8.What do you research to meet the needs of your target audience in product development after the target is identified? a)Location b)Age c)Expectations d)Income

Module Three: Review Questions 9.What percentage sales did the children’s and family movies make? a)65% b)72% c)20% d)45% 10.What percentage of sales did action movies and romantic comedies drop? a)65% b)72% c)20% d)45%

Module Three: Review Questions 1.Choose the source of primary information. a)Market reports b)Survey c)Competitor statistics d)Market researchers Primary sources are sources of information that you find yourself. A survey is a primary source if you conduct it yourself. 2.Choose the source of secondary information. a)Trials b)Focus group c)Interviews d)Media coverage Secondary sources of information are available to you. Media coverage is a secondary source; the other answers are primary sources.

Module Three: Review Questions 3.Why is highest amount you can charge? a)Price floor b)Top tier c)Price ceiling d)ROI Government regulations can limit the amount that may be charged for a product. The highest amount you may charge is called the price ceiling. 4.What is the lowest amount you can charge? a)Price floor b)Top tier c)Price ceiling d)ROI Government regulation can create a price floor. This is the lowest price that can be charged for a product. It may result in an excess of merchandise.

Module Three: Review Questions 5.What do you do with the ideas generated? a)Develop product b)Test product c)Create feedback d)Develop features The first stage of product development is to generate ideas. These are used to develop features for the product. 6.What is the final stage to product development? a)Develop product b)Test product c)Create feedback d)Develop features All of the answers besides C are stages of product development. The final stage is to test the product developed.

Module Three: Review Questions 7.Which is not a criterion you would least likely use to identify the target audience? a)Diet b)Age c)Education d)Income It is important to gather as much information as you can to understand your target audience. A customer’s diet is not likely to be available while the other answer is. 8.What do you research to meet the needs of your target audience in product development after the target is identified? a)Location b)Age c)Expectations d)Income Once you identify your target, you need to identify their expectations. Use this research to guide the product development.

Module Three: Review Questions 9.What percentage sales did the children’s and family movies make? a)65% b)72% c)20% d)45% Children’s and family movies became the top sellers. They accounted for 72% of sales. 10.What percentage of sales did action movies and romantic comedies drop? a)65% b)72% c)20% d)45% Action and romantic comedies once made up 65% of the sales but dropped to 20%. This is a 45% drop.

Module Four: Real Time Marketing Successful marketing goes beyond traditional research; it requires real time marketing. Tools such as social media, customer rewards, news media, and blogs allow companies to monitor the changing needs and interests of customers in the moment. This means that organizations can tailor programs, ads, and content to satisfy individual consumers. I like to think that the Internet and file sharing if utilized properly and embraced…is a high powered marketing design. Seal

Dynamic Content Personalized Ads Emails Personalized Content Product Suggestion

Engagement Builds Followers Provide expert informationOffer promotionsBe clear and consistentConverse with followersMake Information easy to share

Constant Readiness May miss an opportunity if not ready Change ineffective techniques Requires flexibility Information changes quickly

The Time, the Place, the Media Timing is everything Moves fastSocial Media

Case Study Henry was busy trying to improve the real time marketing for his restaurant He tried to engage followers, but his real time communications were always late His friends offered to help him with monitor the opening ceremonies of restaurant week Henry said he would rather stay home and rest

Module Four: Review Questions 1.What is created based on shopping habits, customer feedback, or sessions online? a)Monitoring b)Dynamic content c)Engagement d)Promotions 2.What dynamic content can be added to the shopping cart? a)Personalized ads b)Personalized content c)Product suggestions d)Email

Module Four: Review Questions 3.Customers are more likely to share content if it is ______. a)New b)Short c)Engaging d)Long 4.When communicating with customers, it needs to be ______. a)Two-sided b)One-sided c)Informative d)Boring

Module Four: Review Questions 5.What does monitoring real time require? a)Formality b)Conversation c)Personality d)Flexibility 6.What was an opportunity for Taylor Guitars? a)“United Breaks Guitars” b)United c)YouTube d)Musicians

Module Four: Review Questions 7.What event at the Super bowl provided a real time marketing opportunity? a)Touchdown b)Loss of power c)Math skills. d)Technology skills 8.What social media platform did Oreo use? a)Facebook b)Blog c)Twitter d)LinkedIn

Module Four: Review Questions 9.What did Henry do besides monitor the event? a)Work b)Nap c)Attend the festivity d)Spend time with friends Henry refused to monitor the event. He chose to nap instead. 10.What was Henry’s problem in real time marketing? a)He was early b)He did not try to use it c)He used it too often d)He was late Henry was always late with his real time marketing. The events always passed before he mentioned them.

Module Four: Review Questions 1.What is created based on shopping habits, customer feedback, or sessions online? a)Monitoring b)Dynamic content c)Engagement d)Promotions Dynamic content is individualized. Shopping habits, customer feedback, or sessions online are used to create dynamic content. 2.What dynamic content can be added to the shopping cart? a)Personalized ads b)Personalized content c)Product suggestions d)Email The shopping cart is ideal for product suggestion. Similar products can be linked to the shopping cart.

Module Four: Review Questions 3.Customers are more likely to share content if it is ______. a)New b)Short c)Engaging d)Long Customers are more likely to share content if they find it engaging. This sharing will help build followers. 4.When communicating with customers, it needs to be ______. a)Two-sided b)One-sided c)Informative d)Boring Communication should not be one-sided. It is important to address questions and answer customers’ questions.

Module Four: Review Questions 5.What does monitoring real time require? a)Formality b)Conversation c)Personality d)Flexibility Monitoring real time marketing requires the flexibility from marketers. Marketers must be ready to make changes. 6.What was an opportunity for Taylor Guitars? a)“United Breaks Guitars” b)United c)YouTube d)Musicians United Breaks Guitars was a YouTube sensation. It was a vehicle for Taylor Guitars.

Module Four: Review Questions 7.What event at the Super bowl provided a real time marketing opportunity? a)Touchdown b)Loss of power c)Math skills. d)Technology skills Oreo found a real time opportunity when the power in the stadium went out during the game. 8.What social media platform did Oreo use? a)Facebook b)Blog c)Twitter d)LinkedIn Oreo monitored the game through Twitter. Their tweet was repeated over 15,000 times.

Module Four: Review Questions 9.What did Henry do besides monitor the event? a)Work b)Nap c)Attend the festivity d)Spend time with friends Henry refused to monitor the event. He chose to nap instead. 10.What was Henry’s problem in real time marketing? a)He was early b)He did not try to use it c)He used it too often d)He was late Henry was always late with his real time marketing. The events always passed before he mentioned them.

Module Five: Brand Management Each organization must manage its brand carefully. A brand is not simply a logo; it is what customers believe about an organization and its products. It is the company’s image, which may be for quality, or unique merchandise. It takes more than marketing to maintain a brand. A brand for a company is like a reputation for a person. Jeff Bezos

Every Interaction Counts Pay attention to each communication Be courteousBe accessible

Consistent Through all Media Determine the Visual Design Determine Your Message Be Consistent

Unique Qualities Target AudienceCompetition BenefitsPromise

Needs to be Actively Managed Social media Track metrics and keywords Customer response

Case Study Gracie went to her favorite luxury retailer to pick up a gift for a friend She was on her way home from running errands, and was not dressed well She walked to the counter with her gift where she was ignored She finally put the gift back and went home

Module Five: Review Questions 1.What will not help improve communication with customers? a)Courteous b)Prewritten communications c)Accessibility d)Answers to questions 2.What does not communicate online? a)Tone b)Content c)Facial expression d)Information

Module Five: Review Questions 3.What will negatively affect the brand? a)Consistency b)Style c)Message d)Inconsistency 4.What is the first step of consistency in branding? a)Visual design b)Consistency c)Message d)Brand

Module Five: Review Questions 5.What are the qualities that distinguish you from the competition? a)Competition b)Promise c)Competition d)Benefits 6.What explains the unique qualities of your business? a)Brand positioning statement b)Promise c)Metrics d)Target audience

Module Five: Review Questions 7.What should you track to determine what is being said about your brand? a)Competition b)Metrics c)Brand positioning statement d)Sales 8.Which approach is not effective in brand management? a)Monitor and tweak b)Constant Monitoring c)Set it and forget it d)Vigilance

Module Five: Review Questions 9.How did the company respond to Gracie’s complaint? a)There was no response b)Form letter c)Defending the employees d)Apologizing for the incident 10.What was the result of the company’s response? a)Gracie was appeased b)They understood the problem c)Gracie purchased her gift d)They lost a customer

Module Five: Review Questions 1.What will not help improve communication with customers? a)Courteous b)Prewritten communications c)Accessibility d)Answers to questions Prewritten communications or form letters do not improve customer communication. They give the impression that you are not paying attention. 2.What does not communicate online? a)Tone b)Content c)Facial expression d)Information You must be careful with online communication. Facial expression does not communicate, so you must double check all written communications.

Module Five: Review Questions 3.What will negatively affect the brand? a)Consistency b)Style c)Message d)Inconsistency Branding requires consistency. Inconsistency will negatively affect the brand in the minds of customers. 4.What is the first step of consistency in branding? a)Visual design b)Consistency c)Message d)Brand There are steps to branding and creating consistency. First choose a visual design and style that will be consistent across media.

Module Five: Review Questions 5.What are the qualities that distinguish you from the competition? a)Competition b)Promise c)Competition d)Benefits All of the answers are mentioned in the brand positioning statement. Benefits are the unique qualities that distinguish you from the competition. 6.What explains the unique qualities of your business? a)Brand positioning statement b)Promise c)Metrics d)Target audience The brand positioning statement is created to explain the unique qualities of the business. It should be included in the marketing campaign.

Module Five: Review Questions 7.What should you track to determine what is being said about your brand? a)Competition b)Metrics c)Brand positioning statement d)Sales Use metrics to follow your online reputation. This will help you monitor your brand’s reputation. 8.Which approach is not effective in brand management? a)Monitor and tweak b)Constant Monitoring c)Set it and forget it d)Vigilance The set it and forget it approach does not require monitoring of the brand. This can cause the brand to become obscure or ignore negative press.

Module Five: Review Questions 9.How did the company respond to Gracie’s complaint? a)There was no response b)Form letter c)Defending the employees d)Apologizing for the incident Gracie’s complaint was answered by a form letter. It was the wrong form letter. 10.What was the result of the company’s response? a)Gracie was appeased b)They understood the problem c)Gracie purchased her gift d)They lost a customer Gracie believes that the form letter indicates that the company does not care about her complaint. They lost her as a customer.

Module Six: Social Media (I) To be successful in internet marketing, mastering social media is imperative. Unfortunately, many organizations do not put the necessary effort into social media. Like any other method of communication, interactions on social media can help build friendships or alienate people. One of the greatest challenges companies face in adjusting to the impact of social media, knowing where to start. Simon Mainwaring

You Are Building a Community Choose the appropriate mediaMake connection simpleInvite current followers to other platformsEncourage interactionTrack the results

A Personal Touch Only effective if personal Communicating with people, not automatons Be polite Honest

Brand Champions Listen to them Offer perks Interact with them Draft them

Make it Easy to Share Easy as possible Participate with others Relevant to customers

Case Study The CEO of Fun Toys decided to create a video blog about the company culture The videos mainly showed employees playing with toys they were testing These videos became internet sensations After a week, it had 375,000 views, and company sales increased by 15% as a result

Module Six: Review Questions 1.What is the goal of social media? a)Meet people b)Build a community c)Annoy people d)Alienate followers 2.What should be used to choose platforms? a)Use all platforms b)Choose popular platforms c)Choose platforms that fit the brand d)Rotate platforms

Module Six: Review Questions 3.What must personalized communication not be? a)Respectful b)Honest c)Disrespectful d)Polite 4.The CEO of a company has a reputation for being funny. What is this? a)Voice b)Personality c)Communication d)Style

Module Six: Review Questions 5.What is the term for someone who increases the equity of the brand? a)Owner b)CEO c)Chief Brand Officer d)Brand Champion 6.Customers who provide feedback are useful in which role? a)Beta tester b)Employee c)Marketer d)Chief Brand Officer

Module Six: Review Questions 7.Where is an appropriately prominent place for share buttons? a)In text b)Side bar c)In video d)Below the title 8.Using every possible share button _______. a)Makes sharing easier b)Is easy c)Complicates sharing d)Does not take up much space

Module Six: Review Questions 9.How many views did the prank receive? a)3,7500 b)375,000 c)15 d)15% of the total 10.How did the video of the prank affect sales? a)Decreases sales b)Sales stayed the same c)Increased international sales d)Increased sales

Module Six: Review Questions 1.What is the goal of social media? a)Meet people b)Build a community c)Annoy people d)Alienate followers Social media is based on social interaction. Its goal is to build a strong community around the brand. 2.What should be used to choose platforms? a)Use all platforms b)Choose popular platforms c)Choose platforms that fit the brand d)Rotate platforms There are many different social media platforms to choose from. It is important to choose platforms that your customer’s use that also fit the brand you created.

Module Six: Review Questions 3.What must personalized communication not be? a)Respectful b)Honest c)Disrespectful d)Polite Communication is more effective if it is personalized. It should always be polite, respectful, and honest. 4.The CEO of a company has a reputation for being funny. What is this? a)Voice b)Personality c)Communication d)Style When creating personalized communication, it is important to establish a voice. The voice should reflect the brand.

Module Six: Review Questions 5.What is the term for someone who increases the equity of the brand? a)Owner b)CEO c)Chief Brand Officer d)Brand Champion Brand champions can be CEOs, employees, or customers. A brand champion who increases the equity of the brand. 6.Customers who provide feedback are useful in which role? a)Beta tester b)Employee c)Marketer d)Chief Brand Officer Customers who operate as brand champions provide useful feedback. They are excellent beta testers for the company.

Module Six: Review Questions 7.Where is an appropriately prominent place for share buttons? a)In text b)Side bar c)In video d)Below the title Share buttons must be prominent but not distracting. A side bar is an appropriate location. 8.Using every possible share button _______. a)Makes sharing easier b)Is easy c)Complicates sharing d)Does not take up much space You should only link share buttons that are relevant to your customers. Searching through every share button is complicated.

Module Six: Review Questions 9.How many views did the prank receive? a)3,7500 b)375,000 c)15 d)15% of the total Customers and followers linked the video. It reached 375,000 views. 10.How did the video of the prank affect sales? a)Decreases sales b)Sales stayed the same c)Increased international sales d)Increased sales The video increased sales. Sales increased by 15% with the video of the prank.

Module Seven: Social Media (II) Now that you know about building your online community, you must make sure that you keep your community engaged. Staying relevant in the minds of your customers requires you to produce new content and interact socially. Increasingly, consumers don’t search for products and services. Rather, services come to their attention via social media. Eric Qualman

Content is King Upload FrequentlyBe relevantUse varietyCommunicate well

Blog and Interact Essential Text and video Frequent updates Interact

Webinars MeetingsTutorials Presentations Training session

Constant Monitoring Put an end to rumors with the truth Address customer complaints fairly and directly If the company is in the wrong, show that changes have been made

Case Study A customer of Owl Designs complained on the blog that a figurine was broken Sarah, the owner of the company, did not believe the customer and chose to ignore the complaint The complaint was repeated on other social media sites Even after she issued the refund, it took some time for the negative views of the company to die down

Module Seven: Review Questions 1.How often should you be working on new content? a)Weekly b)Always c)Occasionally d)Never 2.Content that is not _____ is not effective. a)Funny b)Professional c)Well-written d)Expert

Module Seven: Review Questions 3.A CEO of a startup cannot write. What is his other option? a)Share news stories b)Repost from other blogs c)Video blog d)Use only guests 4.What is the goal of interaction on a blog? a)Dialogue b)Argument c)Inform d)Drama

Module Seven: Review Questions 5.How do webinars benefit the company? a)Offer a chance for employees to learn b)Provide expert knowledge to customers c)Focus attention on a small group d)Reach a large group at little cost 6.Where can you advertise webinars? a)Social media b)A fee c)A photo ID d)References

Module Seven: Review Questions 7.What does Twitter counter do? a)Track key words b)Monitor Twitter c)Monitor all social media d)A longer written application 8.What is the goal of constantly monitoring social media? a)Find purchasing trends b)Find new customers c)Handle unflattering information early d)Spread unflattering information about the competitor

Module Seven: Review Questions 9.How much did Sarah refund? a)$20 b)$25 c)$15 d)$27 10.Why did she ignore the complaint? a)She did not have the money b)She did not care c)She was busy d)She did not believe it

Module Seven: Review Questions 1.How often should you be working on new content? a)Weekly b)Always c)Occasionally d)Never Content needs to be updated consistently. It is important to always be working on new content. 2.Content that is not _____ is not effective. a)Funny b)Professional c)Well-written d)Expert Content needs to be relevant and well written. Poorly written content is not effective.

Module Seven: Review Questions 3.A CEO of a startup cannot write. What is his other option? a)Share news stories b)Repost from other blogs c)Video blog d)Use only guests Blogging should be done by the blogger. Blogs may be in written format or video. 4.What is the goal of interaction on a blog? a)Dialogue b)Argument c)Inform d)Drama It is important to interact with customers on a blog. This should be done as a dialogue rather than an argument.

Module Seven: Review Questions 5.How do webinars benefit the company? a)Offer a chance for employees to learn b)Provide expert knowledge to customers c)Focus attention on a small group d)Reach a large group at little cost Webinars are online seminars. They provide the opportunity to reach a large group of people at little cost because the expenses of a webinar are lower than traditional seminars. 6.Where can you advertise webinars? a)Social media b)A fee c)A photo ID d)References Webinars need to be professional. They should be scheduled, and the schedule should be listed on social media

Module Seven: Review Questions 7.What does Twitter counter do? a)Track key words b)Monitor Twitter c)Monitor all social media d)A longer written application Twitter count is an analytics tool that helps monitor Twitter. It is helpful in monitoring social media. 8.What is the goal of constantly monitoring social media? a)Find purchasing trends b)Find new customers c)Handle unflattering information early d)Spread unflattering information about the competitor Monitoring social media will help your learn about unflattering information as soon as possible. This way you can handle the problem quickly.

Module Seven: Review Questions 9.How much did Sarah refund? a)$20 b)$25 c)$15 d)$27 The customer purchased a figurine for $25. Sarah finally gave a refund, which was for the price of the broken figurine. 10.Why did she ignore the complaint? a)She did not have the money b)She did not care c)She was busy d)She did not believe it Sarah did not believe that the complaint was valid. This is the reason why she, mistakenly, ignored the customer.

Module Eight: SEO Basics discussion about internet marketing, but few people truly understand what it involves. The purpose of SEO is to rank higher in search engines and draw people to your website. Effective use of SEO content requires more than repeating specific words in a post. SEO is a combination of content, keywords, value propositions, and links. SEO is not synonymous to JUNK EMAIL. Matt Cutts

Relevant and Original Content Proofread Use titles and headings Use short sentences Customer focused

Keywords Improves rankings Search changes Match your content

Value Proposition Value to customersSeparates you from your competitorsThroughout your content “handmade artisanal cheeses” not “local cheese shop”

Linking Every external link is a vote of confidence Press releases Contact bloggers Write

Case Study Tim wanted to increase SEO on his website and improve his rankings, so he decided to rewrite the content He chose to use his company name, Quick Car Repair, as the keyword When he was finished, he did not bother to proof the content It was filled with mistakes and did not make any sense when read

Module Eight: Review Questions 1.Search engines look for keywords and ______. a)Analytics b)Relevant content c)Length d)Nothing else 2.Where are keywords more effective? a)End of passage b)In the middle of a passage c)Titles d)After the first sentence

Module Eight: Review Questions 3.What does Google Wonder Wheel do? a)Search for optimized content b)Check relevance c)Research popular keywords d)Show popular links 4.What is true when using keywords? a)Use variations b)Repeat them in every sentence c)Repeat the exact same word d)Content does not matter

Module Eight: Review Questions 5.Which type of link will improve SEO ranking? a)Outbound b)Academic c)Google d)Inbound 6.How can you use press releases to improve SEO rankings? a)Include links to your website b)Send them to optimized websites c)Use SEO terms d)You cannot

Module Eight: Review Questions 7.What is the main mistake of SEO that companies make? a)Broken links b)Lack of value propositions c)Using the wrong SEO d)Too many value propositions 8.What is used to express value propositions? a)Keywords b)Key phrases c)Differentiators d)Nothing

Module Eight: Review Questions 9.Why did Tim rewrite the content? a)Keep current ranking b)Improve ranking c)Be more relevant d)Improve it 10.What happened after the rewrite? a)Nothing b)The ranking increased c)Sales increased d)The ranking fell

Module Eight: Review Questions 1.Search engines look for keywords and ______. a)Analytics b)Relevant content c)Length d)Nothing else Search engines do not just look at key words. They also check to make sure that the words are in relevant content. 2.Where are keywords more effective? a)End of passage b)In the middle of a passage c)Titles d)After the first sentence Keywords are more effective in titles and headings. This is why content should be broken up.

Module Eight: Review Questions 3.What does Google Wonder Wheel do? a)Search for optimized content b)Check relevance c)Research popular keywords d)Show popular links Google Wonder Wheel is a tool that searches popular keywords. The tool will help content writer choose the best keywords. 4.What is true when using keywords? a)Use variations b)Repeat them in every sentence c)Repeat the exact same word d)Content does not matter When using key words, remember that content matters. Choose variations of keywords in the title and throughout the text.

Module Eight: Review Questions 5.Which type of link will improve SEO ranking? a)Outbound b)Academic c)Google d)Inbound Inbound links are used in SEO. The more inbound links in a website, the higher the rankings in search engines. 6.How can you use press releases to improve SEO rankings? a)Include links to your website b)Send them to optimized websites c)Use SEO terms d)You cannot Press releases should include links back to your website. This will increase the number of inbound links, which will increase your rankings.

Module Eight: Review Questions 7.What is the main mistake of SEO that companies make? a)Broken links b)Lack of value propositions c)Using the wrong SEO d)Too many value propositions Value propositions help differentiate the company, and should appear throughout the content. Lack of value propositions is the leading mistake that companies make. 8.What is used to express value propositions? a)Keywords b)Key phrases c)Differentiators d)Nothing Differentiators are used to express value propositions. They may also be key words or phrases.

Module Eight: Review Questions 9.Why did Tim rewrite the content? a)Keep current ranking b)Improve ranking c)Be more relevant d)Improve it Tim wanted to improve SEO and increase his ranking. This is why he chose to rewrite the content. 10.What happened after the rewrite? a)Nothing b)The ranking increased c)Sales increased d)The ranking fell Tim did not create quality, relevant content. As a result, the ranking fell.

Module Nine: Website Characteristics Everyone wants a website that draws in customers and helps build a strong community, but many websites fail in this endeavor. When websites are difficult to navigate, have weak content, and are not easily accessible, customers will avoid them. Good website practice and optimizing for conversion usually makes for good search engine optimization. Marc Ostrofsky

SEO Optimization Choose strategic keywords Include relevant, well written content Place keywords in the contentSEO descriptions for links

Landing Page Simplicity Communicate value Be clear Be briefShare

Analytics Changed from time to time Track customer responsesShows visitors How they got thereWhat they saw

Mobile and Tablet Friendly Loads quickly Easy to use Informative

Case Study Albert created a website when he opened his store five years ago, but he hardly every updated it He allowed an employee to make a few changesSally focused on SEO and created a landing pageThis all accompanied a 7% increase in sales.

Module Nine: Review Questions 1.What should SEO content be in? a)Java b)HTML c)Word d)Scripts 2.When creating descriptions for links, _______. a)Beg for an answer right away b)Retract the job offer c)Use SEO descriptions d)Send the offer again

Module Nine: Review Questions 3.What does a landing page need to communicate? a)Target b)Cost c)Value d)Message 4.What is meant to capture leads? a)Landing page b)Analytics c)Mobile device d)Linking

Module Nine: Review Questions 5.What will show you the number of visitors and how they arrived at the website? a)Links b)Keywords c)SEO d)Analytics 6.What is true of analytics? a)They vary in price and function b)They are all free c)They all perform the same function d)They are all expensive

Module Nine: Review Questions 7.What percentage of people demand that websites be mobile friendly? a)64% b)61% c)46% d)16% 8.Choose the ideal loading time for a mobile device. a)6 seconds b)10 seconds c)5 seconds d)8 seconds

Module Nine: Review Questions 9.What happened to Albert’s online traffic? a)Nothing b)It doubled c)It dropped d)It fluctuated 10.How long did it take for sales to increase 7%? a)A year b)5 years c)No time d)6 months

Module Nine: Review Questions 1.What should SEO content be in? a)Java b)HTML c)Word d)Scripts Content needs to be relevant and well written. It should also be in html code to make searching easier. 2.When creating descriptions for links, _______. a)Beg for an answer right away b)Retract the job offer c)Use SEO descriptions d)Send the offer again Links are an important part of SEO. When creating descriptions for links, use SEO descriptions.

Module Nine: Review Questions 3.What does a landing page need to communicate? a)Target b)Cost c)Value d)Message The landing page should communicate value to customers. This will result in more purchases 4.What is meant to capture leads? a)Landing page b)Analytics c)Mobile device d)Linking Customers are brought to the landing page after hitting a link. The purpose of the landing page is to capture leads.

Module Nine: Review Questions 5.What will show you the number of visitors and how they arrived at the website? a)Links b)Keywords c)SEO d)Analytics Analytic provide valuable information about the website. They show the number of visitors and how they arrived at the website. 6.What is true of analytics? a)They vary in price and function b)They are all free c)They all perform the same function d)They are all expensive There are different types of analytics. Some are free while others are not, and they vary in function.

Module Nine: Review Questions 7.What percentage of people demand that websites be mobile friendly? a)64% b)61% c)46% d)16% The use of mobile devices has changed the demands on websites. According to a Google survey, 61% of people will not use websites unless they are mobile device friendly. 8.Choose the ideal loading time for a mobile device. a)6 seconds b)10 seconds c)5 seconds d)8 seconds It is important to test websites on mobile devices. The ideal loading time for a mobile device is 5 seconds or fewer.

Module Nine: Review Questions 9.What happened to Albert’s online traffic? a)Nothing b)It doubled c)It dropped d)It fluctuated Albert’s website was stagnant. After he allowed changes to be made, traffic on the website doubled. 10.How long did it take for sales to increase 7%? a)A year b)5 years c)No time d)6 months Six months after the website was updated, sales improved. They improved by 7% in 6 months.

Module Ten: Capturing Leads Successful internet marketing will allow you to generate and capture leads. The internet has changed the way that we capture leads. Traditionally, cold calling or sending mailers were the main methods for generating and capturing lead. Making a prospect feel like they have an exclusive membership in a club makes Lead Generation a positive customer experience. Mark Brower

Lead Management and Generation Landing page Direct marketing Use multiple methods Consistent with your message

Give Something Away Discount Sample Freebies

Quality vs. Quantity No right answer Quality can cost more Quantity are weaker leads Find the right mix

Capture Repeat Customers Host events for repeat customersOffer free giftsProvide expert informationCreate a rewards program

Case Study Harold’s business generated quite a few leads, but only 6% of them ever converted to sales Mass email to every lead showcasing his company’s strengths Harold used pay per click to collect leadsCreated a landing page

Module Ten: Review Questions 1.What makes customers less likely to convert leads to sales? a)Touch point b)Inconsistency c)Quantity d)Consistency 2.What are email, newsletters, promotional offers, social media, white papers, and webinars? a)Offers b)Samples c)Touch points d)Resources

Module Ten: Review Questions 3.A give away must be something that customer’s ______. a)Ask for b)Want c)Value d)Use 4.What is a 30-day free trial an example of? a)Freebie b)Discount c)Gift d)Sample

Module Ten: Review Questions 5.What does pay per click provide? a)Quality b)ROI c)Repeat customers d)Quantity 6.What is generated on a landing page? a)Quality b)ROI c)Repeat customers d)Quantity

Module Ten: Review Questions 7.What percentage of sales is repeat business? a)50% b)80% c)20% d)45% 8.What percentage of communication to repeat customers should be promotion? a)40% b)35% c)25% d)50%

Module Ten: Review Questions 9.What was Harold’s original conversion rate? a)5% b)6% c)20% d)15% 10.What is the total conversion rate at the end of the study? a)5% b)6% c)15% d)20%

Module Ten: Review Questions 1.What makes customers less likely to convert leads to sales? a)Touch point b)Inconsistency c)Quantity d)Consistency It is necessary to be consistent with customers. Customers are more likely to convert to sales if the message is consistent. 2.What are email, newsletters, promotional offers, social media, white papers, and webinars? a)Offers b)Samples c)Touch points d)Resources Touch points are methods used to contact and influence a lead. This is a list of touch points.

Module Ten: Review Questions 3.A give away must be something that customer’s ______. a)Ask for b)Want c)Value d)Use When choosing to give something away, it is important to make sure that it is something customers value. This will inspire a purchase. 4.What is a 30-day free trial an example of? a)Freebie b)Discount c)Gift d)Sample A 30-day free trial allows customers to try something. This is a sample.

Module Ten: Review Questions 5.What does pay per click provide? a)Quality b)ROI c)Repeat customers d)Quantity Pay per click does not guarantee quality leads. It does, however. Provide quantity. 6.What is generated on a landing page? a)Quality b)ROI c)Repeat customers d)Quantity Quality leads have a genuine interest in the company. Filling out a landing page is a sign of a quality lead.

Module Ten: Review Questions 7.What percentage of sales is repeat business? a)50% b)80% c)20% d)45% It is important to capture repeat customers. They make up 80% of company sales. 8.What percentage of communication to repeat customers should be promotion? a)40% b)35% c)25% d)50% Only ¼ of communication to customers should be promotional. This equals 25% of the communication.

Module Ten: Review Questions 9.What was Harold’s original conversion rate? a)5% b)6% c)20% d)15% Harold only used quantity leads at the beginning of the case study. This generates a 6% conversion rate. 10.What is the total conversion rate at the end of the study? a)5% b)6% c)15% d)20% Harold mixes quality and quantity leads by the end. This results in a total conversion rate of 20%, and 15% comes from quality leads.

Module Eleven: Campaign Characteristics An internet marketing campaign is essential to the success of your business. A campaign requires more than a few banner ads placed in social media. It has to be carefully planned and executed. There are no excuses for a poorly planned and executed campaign. The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself. Peter F. Drucker

Tailored for Your Audience Use market research Tailor the content Different campaign for different audiences

Use Powerful Words YouNewSaveResults LoveSafetyHealthGuarantee DiscoverProven

The 4 W’s of a Campaign WhoWhatWhereWhen

Monitor and Tweak Requires careful monitoringInformative changesRevisit the 4 W’s

Case Study Evelyn created a market strategy for her shoe company based on her personal interests The font and tone of the messages were playful The campaign did little to improve her sales and was a poor ROI. Her next campaign concentrated on the excellent value of the product and was worth the ROI. Sales increased by 12%.

Module Eleven: Review Questions 1.For whom do you tailor a campaign? a)Each customer b)Target audience c)Age groups d)No one 2.When tailoring a campaign what information do you use? a)Sales b)Competition c)Market research d)Lead management

Module Eleven: Review Questions 3.How many power words are there? a)6 b)8 c)10 d)12 4.Which word creates a feeling of trust? a)Guarantee b)Love c)Save d)Discover

Module Eleven: Review Questions 5.What is not one of the 4 W’s? a)Who b)When c)What d)Why 6.What answers the question of who? a)Target audience b)Repeat customer c)Leads d)Employees

Module Eleven: Review Questions 7.What should you tweak if traffic is low? a)ROI b)SEO c)Message d)Sales 8.Tweaking a campaign is unsuccessful. What should you do? a)End campaign b)Give it more time c)Revisit 4 W’s d)It can upset your current employees

Module Eleven: Review Questions 9.What was the tone of Evelyn’s original campaign? a)Frugal b)Playful c)Serious d)Elegant 10.How much did sales increase at the end? a)They did not b)5% c)8% d)12%

Module Eleven: Review Questions 1.For whom do you tailor a campaign? a)Each customer b)Target audience c)Age groups d)No one An effective campaign must be tailored for the customers. This requires an understanding of the target audience. 2.When tailoring a campaign what information do you use? a)Sales b)Competition c)Market research d)Lead management Market research is used to understand the target audience. It is necessary to tailor a campaign.

Module Eleven: Review Questions 3.How many power words are there? a)6 b)8 c)10 d)12 A study by Yale identified 10 words that are most likely to influence customers. These are power words. 4.Which word creates a feeling of trust? a)Guarantee b)Love c)Save d)Discover All of the answers are power words. Guarantee is a promise that creates feelings of trust.

Module Eleven: Review Questions 5.What is not one of the 4 W’s? a)Who b)When c)What d)Why The 4 W’s are who, what, where, and when. Why is not one of the 4 W’s? 6.What answers the question of who? a)Target audience b)Repeat customer c)Leads d)Employees The question “who” asks who the marketing campaign is meant to reach. Who is the target audience.

Module Eleven: Review Questions 7.What should you tweak if traffic is low? a)ROI b)SEO c)Message d)Sales It is important to monitor and tweak a marketing campaign as needed. Low traffic indicates a need to adjust SEO. 8.Tweaking a campaign is unsuccessful. What should you do? a)End campaign b)Give it more time c)Revisit 4 W’s d)It can upset your current employees Small tweaks should be made to the marketing campaign. If the tweaks prove ineffective, it is necessary to review the 4Ws again.

Module Eleven: Review Questions 9.What was the tone of Evelyn’s original campaign? a)Frugal b)Playful c)Serious d)Elegant Evelyn chose the campaign based solely on her personal preferences. She used a playful tone in her campaign. 10.How much did sales increase at the end? a)They did not b)5% c)8% d)12% The reworked campaign saw an increase in sales. It was a 12% increase.

Module Twelve: Wrapping Up Although this workshop is coming to a close, we hope that your journey to improve your Internet Marketing skills is just beginning. Please take a moment to review and update your action plan. This will be a key tool to guide your progress in the days, weeks, months, and years to come. The strongest principle of growth lies in human choice. George Eliot

Words from the Wise Dave Naylor Google loves brands – build one. Greg Hartnett Focus on the user, build for the long view, and the money will come. Joan Holman You need an information-rich web site and a web site that responds to [customer] needs, whatever they are

Internet Marketing Fundamentals eSoft Skills. Module One: Getting Started The internet has forever changed the way the people shop and conduct business.

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Internet Marketing Fundamentals eSoft Skills. Module One: Getting Started The internet has forever changed the way the people shop and conduct business.

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Presentation on theme: "Internet Marketing Fundamentals eSoft Skills. Module One: Getting Started The internet has forever changed the way the people shop and conduct business."— Presentation transcript:

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