Download - Five Pillars of Internet Marketing
Five Pillars of Internet Marketing
Rahim Karsan & Michael Cloke
What Are We Going to Talk About?
• The Five Key Areas of Internet Marketing • How to Approach Traffic Generation to Maximize Website Visitors • How to Maximize Leads Generated from Website• How to Automate a Marketing Campaign with Email Marketing • How to Develop Compelling Content that Drives Results• Why Reporting is so Important
What are The Five Key Areas of Internet Marketing?
1.Strategy and content development‣What overall marketing campaign will
look like‣What content (copy) will look like‣Content for marketing campaign most
important item for success2.Traffic Generation‣Different ways to drive visitors to
website
What are The Five Key Areas of Internet Marketing?
3.Setup of Website and Landing Pages‣ To maximize the conversion of Website
visitors into leads4.Email Marketing‣ To maximize the conversion of leads
into presentations and sales5.Reporting and Scoring of Leads‣ To understand what’s working and
what’s not
How to Approach Traffic Generation to Maximize Website Visitors
• Three different levels of traffic‣Search engine optimization (SEO) and
pay per click (PPC)‣Banner Ads‣Email lists, print advertising, direct
mail, lead buying, and social media
How to Approach Traffic Generation to Maximize Website Visitors
• Monitor:‣ Cost per lead‣ Cost per presentation‣ Cost per sale
• Don’t focus on channel – focus on the cost to generate the lead
How Do You Maximize Leads Generated From Website?
• Four Types of Landing Pages (Websites and Squeeze Pages)
1.Corporate website – For SEO‣Multiple pages on website‣Each page is optimize for a different
keyword, such as “SEO company”
How Do You Maximize Leads Generated From Website?
2.Squeeze page for paid advertising such as print‣ Three variables impact conversion of
landing page- Strong headline- Great offer (ebook or video series)- Strong call to action
How Do You Maximize Leads Generated From Website?
3.Squeeze page for PPC campaign such as Google or Bing
4.Squeeze page for Facebook campaign
How Do You Automate a Marketing Campaign with Email Marketing?
• Purpose is to prepare the lead to attend a sales presentation with sales rep or convert automatically through a sales letter
Three Major Types of Automated Campaigns
1.Quick Start Campaign‣Simple method to streamline
marketing for lower cost products‣Generate lead from a squeeze
page‣Sequence of emails drives
prospects to sales letter or video sales letter to make sale
Squeeze PageEmails
Video
Sales Person
Sales Letter
Three Major Types of Automated Campaigns
2.Event-Based Campaign‣Drive traffic to squeeze page
or Website with event-based offer such as a Webinar‣Send sequence of reminder
emails to maximize the number of people that attend the Webinar
EmailsSigns Up Webinar
Three Major Types of Automated Campaigns
3.Multi-Video Sequence Campaign ‣ Ideal method for higher priced
products‣Builds desire, relationship,
and credibility over a sequence of videos‣Sequence of emails drives
prospects to sales letter or video sales letter to make sale
Landing PageEmails
Video
Sales Person
Sales Letter
What is the Right Approach for Content Development?
• Start with emotional drivers of target audience‣Ask right questions:
- Top desires- Fears and frustrations- Objections
• Develop clear value proposition with 3 key elements‣ Who you are and what your product is‣ Product benefits‣ What makes you different
Why Is Reporting So Important?
• Can see how your campaign is performing‣Need to track multiple ads:
- Cost per lead- Cost per presentation- Cost per sale- Revenue generation per ad
Why Is Reporting So Important?
• Starter reports‣Manual spreadsheets
• More advanced methods‣Database
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