internet marketing overview

04/12/2304/12/23 presented by Gray eMarketing Solutionspresented by Gray eMarketing Solutions 11

Internet Marketing Internet Marketing OverviewOverview

Tom GrayTom GrayGray eMarketing SolutionsGray eMarketing Solutions

[email protected]@gemsolv.com

Tom GrayTom GrayGray eMarketing SolutionsGray eMarketing Solutions

[email protected]@gemsolv.com

04/12/23 presented by Gray eMarketing Solutions 2

OverviewOverview

►CURRENT BUSINESS STATECURRENT BUSINESS STATE… demographic consists of bureaus … demographic consists of bureaus and those clients the bureaus refer ... and those clients the bureaus refer ... for the sole purpose of viewing for the sole purpose of viewing highlights of Alan’s speeches … never highlights of Alan’s speeches … never (change) without the input of our gold (change) without the input of our gold level bureaus. When dealing this level bureaus. When dealing this particular demographic…metrics don’t particular demographic…metrics don’t really add value.really add value.


Overview Overview (cont.)(cont.)

► FUTURE BUSINESS STATEFUTURE BUSINESS STATEIn rebuilding our website … continue working to the In rebuilding our website … continue working to the specifications of our existing demographic. However, we want specifications of our existing demographic. However, we want to build our site with an eye to the future … more products to build our site with an eye to the future … more products and services that are geared toward consumers other than and services that are geared toward consumers other than bureaus: … corporations to individuals … it will be crucial that bureaus: … corporations to individuals … it will be crucial that we have the capability to drive people to particular sections of we have the capability to drive people to particular sections of our site … we will need to track their behavior on our site.our site … we will need to track their behavior on our site.

To assist us on our journey to the future state and help us To assist us on our journey to the future state and help us once we’re there, we are looking for someone to conduct the once we’re there, we are looking for someone to conduct the following activities:following activities:· Work with our web designer and us to architect data · Work with our web designer and us to architect data collection points ... collection points ...· Collect metrics and present recommendations to us based · Collect metrics and present recommendations to us based on … analysis ... on … analysis ...· In conjunction with … web designer and us, execute · In conjunction with … web designer and us, execute and/or direct website changes ... and/or direct website changes ...


IntroductionIntroductionYou spoke about building in data collection You spoke about building in data collection

points on your redeveloped future web site. points on your redeveloped future web site. The language I prefer is The language I prefer is “Call to Action”“Call to Action” (CTA) or perhaps, (CTA) or perhaps, Decision PointsDecision Points. . Because, in a very real way, your whole site Because, in a very real way, your whole site is one big data collection point. You have is one big data collection point. You have the capacity to track every visitor’s action the capacity to track every visitor’s action on every page they visit. on every page they visit.

► So the So the task becomes determiningtask becomes determining what what actions to track or, more purposefully, what actions to track or, more purposefully, what CTAs you place on each page to guide their CTAs you place on each page to guide their path to the outcomes you desire. path to the outcomes you desire.


IntroductionIntroduction

► A CTA can be as obvious as A CTA can be as obvious as View my Video, View my Video, Buy My Book, Buy My Book, Book Me for Your Event. Book Me for Your Event.

► They can be less obvious e.g., They can be less obvious e.g., subscribe to my ezine or subscribe to my ezine or click here, rather than there. click here, rather than there. Example – RealPlayer provides a free media Example – RealPlayer provides a free media

player but they want you to buy their enhanced player but they want you to buy their enhanced version so the page you visit to download the version so the page you visit to download the free version has one small, deemphasized link to free version has one small, deemphasized link to the free download and two colorful, bright CTAs the free download and two colorful, bright CTAs to purchase their premium player.to purchase their premium player.


Example: Call To ActionExample: Call To Action


IntroductionIntroduction

►So the focus needs to be to So the focus needs to be to create strong CTAs, create strong CTAs, place them appropriately and then place them appropriately and then track their effectiveness in motivating track their effectiveness in motivating

your visitor to take those actions. your visitor to take those actions.

►The best terminology I’ve heard to The best terminology I’ve heard to describe this process is developing a describe this process is developing a site’s site’s Persuasion ArchitecturePersuasion Architecture. .


Types of CTAsTypes of CTAsThere are 2 kinds of CTAs you want to develop There are 2 kinds of CTAs you want to develop

and track. and track. 1.1. Internally Generated.Internally Generated. These are all the calls These are all the calls

that generate on your site. View Video, Buy that generate on your site. View Video, Buy Book, Book Keynote, Click Here, Subscribe, Book, Book Keynote, Click Here, Subscribe, Take Survey etc. andTake Survey etc. and

2.2. Externally GeneratedExternally Generated from PPC programs, from PPC programs, Search Engine, Direct Mail, Linking Search Engine, Direct Mail, Linking Strategies, etc.Strategies, etc.

Both work together with the External CTAs Both work together with the External CTAs handing the browser over to the Internal handing the browser over to the Internal CTAs at the web site entry point.CTAs at the web site entry point.


GeM’s SolutionsGeM’s Solutions

► ArchitecturalArchitectural: Focusing on the Persuasiveness of : Focusing on the Persuasiveness of the site the goal is to serve the right information the site the goal is to serve the right information in the right context or format that supports your in the right context or format that supports your business case and the goals of your targeted business case and the goals of your targeted traffic.traffic.

Determine Navigational Structure & Flow – site mapDetermine Navigational Structure & Flow – site map Develop CTAs and propagate appropriately throughout Develop CTAs and propagate appropriately throughout

sitesite Develop templates – not design, but structure – of how Develop templates – not design, but structure – of how

particular types of information is served to visitors and particular types of information is served to visitors and the appropriate CTAs. Example: An article on leadership the appropriate CTAs. Example: An article on leadership might provide a link to a book on leadership and an might provide a link to a book on leadership and an overview of the appropriate keynote topic or a survey overview of the appropriate keynote topic or a survey soliciting their feedback.soliciting their feedback.


GeM’s SolutionsGeM’s Solutions► Traffic GenerationTraffic Generation (Inbound): Building the Right kind (Inbound): Building the Right kind

of site traffic that supports your business objectivesof site traffic that supports your business objectives Site optimization: including keyword & phrase research and Site optimization: including keyword & phrase research and

selection that is then properly propagated throughout the selection that is then properly propagated throughout the site both visibly (content) and invisibly (meta & image tags, site both visibly (content) and invisibly (meta & image tags, nav links, etc.)nav links, etc.)

SE registration and monitoring to insure your site is found SE registration and monitoring to insure your site is found by those using search engines to look for the services and by those using search engines to look for the services and products you offerproducts you offer

Paid search via Overture (PPC) or Google (Adsense/Words)Paid search via Overture (PPC) or Google (Adsense/Words) Linking Strategies that go beyond simple and ineffective Linking Strategies that go beyond simple and ineffective

link exchanges to create valuable links on important sites to link exchanges to create valuable links on important sites to your niche, industry & expertise – Google PageRankyour niche, industry & expertise – Google PageRank

Advise and Recommend Appropriate off-line initiatives to Advise and Recommend Appropriate off-line initiatives to build on-line traffic.build on-line traffic.



► Email-based initiativesEmail-based initiatives (Outbound) (Outbound) development and implementation to development and implementation to leverage and build your existing contact leverage and build your existing contact database.database.

Ezine or e-newsletter development and Ezine or e-newsletter development and implementationimplementation

► List management and development List management and development Subscribe/Unsubscribe Subscribe/Unsubscribe CAN-SPAM complianceCAN-SPAM compliance List growthList growth

► Broadcast servicesBroadcast services E-promotional activities to promote specific E-promotional activities to promote specific

services & products to your email listservices & products to your email list



► Tracking and AnalysisTracking and Analysis that assesses all that assesses all aspects of your e-based marketing efforts aspects of your e-based marketing efforts but, in particular, making sure that your but, in particular, making sure that your CTAs are effective and that your ROI CTAs are effective and that your ROI meets and exceeds your requirements. meets and exceeds your requirements.

► Coordination and Project ManagementCoordination and Project Management – – working with your web development and working with your web development and design resources to insure that your design resources to insure that your requirements are properly and efficiently requirements are properly and efficiently implemented.implemented.



► Coordination and Project Coordination and Project ManagementManagement – working with your – working with your web development and design web development and design resources to insure that your resources to insure that your requirements are properly and requirements are properly and efficiently implemented.efficiently implemented.


PricingPricing

► Flexible Pricing to Meet your Budget & Needs.Flexible Pricing to Meet your Budget & Needs. Architectural DevelopmentArchitectural Development – $ 500 – site map, page – $ 500 – site map, page

structure (templates), navigation, CTAs – doesn’t include structure (templates), navigation, CTAs – doesn’t include building the pages or graphics.building the pages or graphics.

SE optimizationSE optimization, registration, tracking and tuning – $2100 – , registration, tracking and tuning – $2100 – Time Frame: 3 months. Time Frame: 3 months.

Linking StrategyLinking Strategy – $2250 – develop value proposition, – $2250 – develop value proposition, research, contact and follow up with desired sites. research, contact and follow up with desired sites.

Ezine DevelopmentEzine Development - $750 - plus $175/ issue including - $750 - plus $175/ issue including assembly, launch and tracking but not contentassembly, launch and tracking but not content

TrackingTracking – depends on tool selected, would recommend – depends on tool selected, would recommend and work with developer to implement on an hourly basis and work with developer to implement on an hourly basis at $75/hr. No more than 2 hoursat $75/hr. No more than 2 hours

On-goingOn-going (Project Management, Consulting, etc.) - (Project Management, Consulting, etc.) - $75/hour or $500/day$75/hour or $500/day


Thank youThank you

►For questions, clarification or more For questions, clarification or more information:information:

Tom GrayTom GrayGray eMarketing SolutionsGray eMarketing [email protected]@gemsolv.com

internet marketing overview

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