1. Review competitor’s websites
Analyze their products
and services Competitor benchmarking
Measure their online popularity
Visit Compete to anayze your competitors
Domain squatting Brand protection
Social network ID squatting
Differentiation compared
with competitors Business positioning
Untapped opportunities /
niche markets
Ultimate goal for each
website visitor
Business purpose Stage #1: Market Research &
Do you want to sell from the Business Strategy
website or capture prospective
customer data?
Design your site
according to your target
market Target market
Try to carry out some customer
research before finalizing your site
design
Can new visitors quickly
find what they want? Brand identity
Use Ning to build a membership site What software can you integrate with
your website to help to automate your
Use iDeas your affiliate software business model? Business infrastructure
Design Affiliate banners
Ensure host can handle traffic
Use S3Flowshield to protect your members-only content
Long-term, competitive Easy to install and
keyword phrases Selecting a blog host (Ning) manage your blog
Home page keywords
Idealistic, not essential Reliable, fast and can
objective handle all of your needs
Medium term objective Select a great theme Select a structure with content being sought by users
Blog design & structure
Category page keywords
Helps search engines Think of both users and
determine site content search engines
relevance
Can you accomplish your desired
Short term objective Long-tail keywords strategy with existing software
3rd party software add-ons add-ons?
High conversion rate keywords
Stage #7: Blogging Blog directory submissions
Automated blog marketing
Keywords your
competitors are missing Tagging and pinging
Low competition keywords
Just 3 visitors per day = Posting frequency and tone
over 1000 visitors per Content writing strategy
year Post content options
Stage #2: Keyword Research
Piggybacking on existing Outsourced or in-house?
research Competitor keyword analysis
Reactive to content on
Take advantage of other blogs
competitor brand searches Publishing strategy
Original authority
Related phrases that
don’t contain the same Search engine or reader
words Semantic keywords or combined focus
Help search engines Automated content
determine the relevance of delivery to where your
pages How RSS works
readers want it
Ensure the consistency of Subscription options
your rankings Keyword ranking tracking
Check the ranking of Subscriber in control
your competitors Automation of content
Benefits of RSS
deliver to where your
Use Market Samurai or similar tool to readers want it
research the competition, identify and
track keywords Keyword research software No content delivery costs
Speed Stage #8: RSS Subscribers just receive
Offering multiple RSS feeds relevant content
Reliability Reliable hosting ( amazon)
Use a service like Feedburner
Bandwidth to be aware of subscriber
Obtaining RSS subscriber stats numbers
Physical location
Marketing your feeds Build links to your feeds
Easy to use and update Effective content
management system (DNN) Bookmark your feeds
Integrates well with other
aspects of your website Submit your RSS feeds
RSS feed directories
Industry leading RSS feed directories
Quality design update with your latest
Appropriate coloring etc posts
Ensure design specs meet corporate branding Research what your
Facebook page strategy competitors are doing
For search engines Stage #3: Site Structure
Optimized design architecture Think of why people would
For users want to ‘Like’ your page
Select correct CMS theme that will Corporate / Informal –
Phase #1: WEBSITE whatever your tone, be
Can you update / improve Social media brand voice consistent
your website easily? Technical support STRUCTURE
Corporate speak on Twitter
Evaluate who will be providing support for web Personal tweeting style doesn’t tend to work
Title Much more likely to attract
On-site search engine Hijacking topics in the media readers
Header optimization
Content Make your content so good that
Stage #9: Twitter, LinkedIn & people what to share it with their
Facebook friends
Linking
Encouraging social spreading Make your content easy
Pages not being crawled SEO error diagnosis for people to share
Pages not being indexed Social proof – show that other
people are already sharing your
Remove your reliance on content
3rd party traffic referrers
Grow your own opt-in list Replicate traditional
Own your own list, unlike Online networking face-to-face networking
with Facebook page ‘Likes’
etc LinkedIn can be
particularly good for this
Double opt-in? Carefully select email
marketing software Manage your social media
Mail Chimp Social media management interaction efficiently
Setup Framework and Plan on shifting of system Use multiple network
access tools
Focus on maximizing
conversion rates Offer a great reason to opt-in Automate your blog post
Blog directory submission distribution
Train team on conversion opt-in strategies
Automate your content
Different opt-in incentives RSS Feed directory submission publishing on other sites
Popup Domination is a great tool for improving opt-in rates Split-test opt-in methods Stage #4: Data Capture Build more links back to
http://www.popupdomination.com/live/ Pop-up windows & Marketing Funnel your site
‘Squeeze’ pages Help search engines and users to
Stage #10: Social Media Syndication discover all of your online profiles and
Be consistent with your Phase #2: GET SOCIAL & Social media profile interlocking link them together
emailing frequency TURN ON THE TAP!
Help people to find your
Be consistent with your Build a relationship with your list Twitter directories Twitter profile
tone and message
Find other people you
Survey email list with Survey Gizmo to might want to network with
improve trust and get new product ideas
http://www.surveygizmo.com/ Create positive, accurate profiles about
you that people will see when they search
Integrate with existing People directories for your name in Google
CRM systems business systems
Sales sequences (ERP) Interact where your Pick up relevant
potential customers are conversations as soon as they
Recommend existing interacting are started
Upsell and cross-sell to
products an services maximise revenue Build a trusted user ID on
Consider partnering with forums
3rd parties
Don’t let negative or untrue web
Brainstorm other options pages appear in the first page of
and test them Control the first page of search engines for searches of
Don't prejudge what will search engine results your brand
convert best
Pick different headings,
colors and call to actions Improve your social
Brand mention media management
Develop A/b Testing scenarios Stage #11: Reputation management tools efficiency
Management
Test one page or advert Decrease the likelihood of
against the other A/B split tests missing out on brand
mentions
Test elements from Be aware of the thin line when
within on page or advert Multivariable tests Stage #5: Conversion Rates
What to automate - what automated posting becomes
not to automate spamming
See where visitors spend most
of their time while on your site Use Google Alerts and other social
Heatmaps
media alert tools to get brand mentions
Clicktale will help us to keep visitors emailed to you as soon as they appear
engaged in page content Brand email alterts in blogs and forums
http://www.clicktale.com
Be strategic and reactive to more
See what links are most popular Reputation management effectively managing your online
Clickpaths and click tracking strategy reputation
See what paths visitors
take prior to making a
purchase Not self-promotion –
Press release format informative and relevant
Countries
Your angle / reaction to Augment current stories
Where your visitors come from other topical news stories in the press
Regions
Cities Don’t include superfluous
Short and punchy content
Links
Which sources referred most Include a reason for people to
Search engines visitors visit your website for more
Formatting your call to action information
Keywords
Include an http version of
Social our domain
What pages they land on Stage #12: Press Releases How to structure your release
What do our visitors do while Where & how to submit
on our site Stage #6: Visitor Tracking What day and time to
Which links they navigate
through submit your release on
What pages they exit on Whether or not you should
Outsources writing & be writing your own press
How long they spend on submission services releases
each page What content do our visitors view
Release through E Releaseshttp://www.ereleases.com/submit.html
Which pages they view
Release through PR Web http://service.prweb.com
Can we forge better links
with those top referring Which sources refer the best Where your release is
resources? converting visitors being published
Publication tracking
Can we increase the How to measure the success of
volume of traffic from those different press release distribution
resources? services
Start with long-tail buyers
keyword phrases to relevant
Drive instant, relevant traffic pages
No lengthy time period before
appearing on the first page of Google
Immediate impact search results
The biggest source of
Google AdWords PPC traffic
Steal target keywords and
ad-copy ideas from your
Competitor PPC research competitors
Always try to improve
your ad conversion rates
Stage #13: Pay Per Click PPC split testing
You might be able to afford to
pay a little more for a lot more
traffic
Significantly improve your
‘stickability’ and conversion
Landing page relevance rates
Reduces your PPC ad cost
by increasing your quality
Quality score score
Start by targeting very
specific products and
Niche targeting services
The easiest way to lose money on PPC
is to drive traffic from broad industry
terms to your home page
26-Stage Internet Marketing
FRAMEWORK
Planning your content
ahead of time
Don’t feel you have to
do everything by yourself
Outsourcing / Ghost writing
When you publish content on some article reprint
sites it doesn’t matter that it doesn’t have the same
tone of voice as your website – the most important
thing is that it’s done
Once you design an e-book template you
can outsource the writing – an then have
enough content to use on article reprint sites
for a year eBook structure Week #21: E-Books & Viral PDFs
Sites like Scribd are the
document sharing versions of
YouTube Online document sharing sites
You need to make your content good enough for Google trusts links from
people to want to share it with their friends, and popular, old domains
Trusted links
then seed different sites which will make this more
likely Viral PDF distribution Google actually recommends
you get links in certain
directories
Position your viral PDF as the start of
your marketing funnel – ensure people
take the next step after reading your Directory links should be built with
PDF Call to action both search engines and visitors in
Stage #14: Major Directories Traffic & SEO mind
Link bait is content that you publish on Make sure you determine the potential
site which is so good that it naturally value of getting listed in a directory
encourages lots and lots of links Link bait Analysing directory value before you try to get your site listed
There are certain styles of posts and post
content which are more likely to encourage If we're going to get someone else to do your
links – these are covered in the Blueprint directory submissions for you make sure they
know what they’re doing! The Directory
Outsources directory Maximizer submission service is a good deal
These are sites which search engines submission services http://www.directorymaximizer.com/
love because they contain lots of
lengthy, unique content Online authority content sites
Finding niche industry directories
Start by publishing good quality,
unique articles with links back to your Don’t submit our
site on HubPages and Squidoo Reviewing niche directory to low value, irrelevant
Week #22: Content Hubs & relevance directories
These can try to target micro keyword Feeder Sites
niches and increase your search engine Building your own niche Be consistent with our
footprint content feeder sites submissions
Submission strategy
When you establish your niche feeder sites it’s Stage #15: Niche Don’t submit to all
important to carefully select your hosts – if you host Directories & Review Sites directories at the same
everything on the same server and link between sites Hosting & site structure time
you might get into trouble with search engines strategies
Build personal relationships
Although important, feeder sites shouldn’t take Niche review site relationships with review site owners
up too much of your time – make sure you have
an outsourced content writing and posting Where & how to produce Offer unique review
strategy feeder site content content for each site
Apart from SEO, your main purpose of your feeder Having an affiliate offer will make it
sites is to drive people into the initial stages of your much more likely for comparison sites
internet marketing funnel. Make sure you have a Affiliate offer and review sites to feature you
good call-to-action Squeeze strategy
Research & determine
o In exchange for content, article reprint Regional directories value & relevance
sites are willing to let you include an
author bio with links back to your site Article reprint sites Free marketing on Google Maps,
especially relevant for mobile web
o There are hundreds of decent article Google Places & Google Maps browsing
directories, and it would take you ages
to submit to each site manually Not as common as Google
Article submission software Maps, but definitely still
o Article submission software will automate this Yahoo Local worthwhile
process but if you’re going to be using automated Stage #16: Location
submission software, make sure you use the right Specific Marketing Again be consistent with your
software submissions and don’t submit to all
Submission strategy directories at the same time
As covered in week #21, it’s important
to plan your content ahead of time Very much at the early adoptor stage at
Content production strategies the moment but depending on your
Once you get use to it, it’ll become business may be very important to know
second nature – and extremely Local social networking about
worthwhile
All down to relevant – if you can market to your
There are thousands of niche market at a time when they may consider your
experienced, great value content products and services this could be extremely
writers out there Outsourced content writing Week #23: Article Marketing Mobile marketing worthwhile
It’s just a matter of finding them of
sites like Elance and Odesk and setting Determine which competitors you
them a small initial test project need to keep an eye on over
Competitor research time
Spinning articles is a method of
producing lots of different articles from Establish the keyword
the one seed article phrases your competitors are
Competitor back link analysis ranking for
To spin or not to spin?
As long as if some caution is used and humans are
involved in the production of the spun alternatives Benchmark your website performance
then this can be a valuable method of producing against your competitors’ website
unique content for low-to-medium value article reprint performance
sites
Research tools Select which software to use and how to use it
At the end of each article, most article directories
will give the option of including a little bit of Stage #17: Competitor Backlinks Ensure that we’re tracking
information about yourself – and a link back to your Research strategy the right keyword phrases
site Author bio link strategy
Determine the relevant keyword
Another great reason to use submission software is phrases that attract the most traffic and
some submission software allows you to rotate your Back link value ranking convert the best
author bios, meaning that you can include different
keyword rich links on different articles Weigh this up against
ease of ranking
Take time to learn how to use the
software, there’s a small learning curve, How to give yourself the
but it’s worthwhile getting to know Podcast production & editing Contacting prospective greatest chance to get the links
link partners you want
Ideally you want to use your own voice
on your own podcast to give it a personal Phase #3: LINK BUILDING You don’t have to offer a link in
touch In-house or outsourced recording exchange for a link – try offering
Link incentives different incentives
However, if you don’t have the ability or
desire you can find recording talent at Maybe you can persuade other
sites like Voices.com websites to link to you by giving them
Thinking out of the box review copies of products?
If you’re going to be publishing podcast episodes on
a regular basis, you need to ensure that you have a Don’t spend your time or money
software publishing system which is as efficient and obtaining links from unrelated