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Building An Online Marketing Strategy

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Building An Online Marketing Strategy

Publicado en: Empresariales, Tecnología
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  • Dec 02, 2009 – 'Orly introduce me to the men of my dreams', Tina wrote in her profile, she added ' he must be tall handsome,professional,local, light colored eyes and skin,in the medical field like me, preferred a doctor,the same marital status as me, divorced with kids, involved dad,loving, caring,well read and traveled, and he must swift me of my feet! 'YOU GOT IT' , Orly the matchmaker replayed,'i have your perfect match' . The one on one personal touch,world renowned matchmaker,introduced Dr Dwight to lovely Tina, and it's a BINGO another love connection,the love birds are happy to announce that celebrating six years of monogamist relationship ,thanks to the one and only ORLY THE MATCHMAKER!!!!!
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  • www.orlythematchmaker.com Orly The Matchmaker, love story.

    www.orlythematchmaker.com Orly The Matchmaker,matchmaker matchmaker, thank you for the successful match!


    A happy, happy, perfect match!
    FOR IMMEDIATE RELEASE

    PR Log (Press Release) – Dec 06, 2009 – Orly The Matchmaker, international high end Beverly Hills, world renowned top of the line matchmaker, had done it again! Orly waived her magic touch and it is another BINGO! Another happy, happy, happy, perfect match! Dr, Marc hired the top diva of the matchmaking world,and requested a 'simple' wife, she must be: Stunning perfect 10 in and out,Sweet, Smart Out going,Model like,Blond, Light complication, Independent, business savvy,and Great personality! YOU GOT IT! Orly replied, I HAVE YOUR PERFECT MATCH, her name is HELENA. End that was the beginning of a new life, DR, Marc and HElina are now celebrating six years wedding anniversary thanks to the world's best matchmaker Orly The Matchmaker! for more photos go to www.orlythematchmaker.com. # 1 Dating site, Internet dating,Dating personal,Online dating services, Single, Singles, Meet singles, Matchmaking services, Match Maker,On
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  • Orly has set the standard in professional matchmaking for the past 25 years. her clients include the elite and wealthy, royalty, celebrities, and international movers- and- shakers. Orly's draws her clientele from a large,yet select, group of serious-minded men and women who want to share the best life has to offer with the mate of their dreams.

    While the Internet-driven 21st century has produced hundreds of online dating and introduction services, Orly still performs her magic without any computers or high-tech gadgets. She prefers the old-fashioned tradition of matchmaking, spending time with each client on one-to-one basis.

    Orly receives $$ per client, depending on geographic locations and desired criteria. She has successfully matched thousands of couples all over the world. Her method does not come with any formula,but rather from intuition and experience. Orly works to custom design a program for each of her high-end clients.
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  • About Orly the Matchmaker
    Orly the Matchmaker has been recognized by the Guinness World Records, based in Beverly Hills, California, USA, Orly has set the standard in professional matchmaking for the past twenty five years. Her clients include the elite, wealthy, famous, and professional. They are scattered around the globe. She draws from a large, yet select group of serious marriage-minded men and women who seek mates with impeccable backgrounds, as well as compatible lifestyles, careers, values, and goals. In the Internet-driven world of the 21st century, with hundreds of online dating and introduction services, Orly still performs her magic without any computers or high-tech gadgets, preferring to spend time with each client on a one-on-one basis, in the old fashioned tradition of matchmaking from the heart.
    Website: www.orlythematchmaker.com
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Building An Online Marketing Strategy

  1. 1. <ul><li>This slide show was presented by Peter Kent on May 25 th , 2005, for the Boulder Writer’s Alliance . </li></ul><ul><li>The presentation is © Copyright Peter Kent. You may review this presentation, and forward to friends and colleagues, but must not use it for presentation purposes or any kind of publication, without the permission of Peter Kent. </li></ul><ul><li>Peter Kent </li></ul><ul><li>720-771-3246 </li></ul><ul><li>[email_address] </li></ul><ul><li>www.PeterKentConsulting.com </li></ul>
  2. 2. Peter Kent 720-771-3246 [email_address] Building an Online Marketing Strategy May 24 th 2005
  3. 3. Why Have a Web Site? <ul><li>Hand Out a Business Card </li></ul><ul><li>Sell Offline </li></ul><ul><li>Customer/Technical Support </li></ul><ul><li>Provide General Company Information (a you’ve-got-to-have-it Web site) </li></ul><ul><li>Sell Online </li></ul>
  4. 4. Hand Out a Business Card <ul><li>Prominently Displayed URL …combined with… </li></ul><ul><li>Simple Web Site w/Contact Information </li></ul>
  5. 5. Sell Offline: W2S = Web to Store <ul><li>4th Qtr 2004 Survey (ShopLocal.com) </li></ul><ul><li>83M People: Research Online, then … </li></ul><ul><li>Spent $250 online </li></ul><ul><li>Spent $400 offline </li></ul><ul><li>Spent an additional $200 on products not researched </li></ul>2005 Web2Store Benchmark Survey, The Dieringer Group
  6. 6. <ul><li>“ W2S shoppers rely on the Internet nearly twice as much for local purchasing information compared to traditional shopping media , such as newspaper advertisements and inserts; local TV and radio ads; and other media” </li></ul>
  7. 7. “ Off-Channel Shoppers” <ul><li>Most Internet users are “off-channel” shoppers </li></ul><ul><li>Spend more $ offline after online research, than online </li></ul><ul><li>Almost half spend extra $ once in the store </li></ul>Forrester Research
  8. 9. Ways to Sell Online <ul><li>Auctions – Primarily eBay </li></ul><ul><li>Marketplaces – Amazon, PriceGrabber, Overstock.com, uBid.com, SmartBargains.com </li></ul><ul><li>Your Own Site </li></ul>
  9. 10. Auctions <ul><li>eBay </li></ul><ul><li>Yahoo! Auctions </li></ul><ul><li>Amazon Auctions </li></ul><ul><li>“ corvette” </li></ul><ul><ul><li>Amazon: 31 (0 bids) </li></ul></ul><ul><ul><li>Yahoo: 55 (2 bids) </li></ul></ul><ul><ul><li>eBay: 20,887 (10,000 – 11,000 bids) </li></ul></ul><ul><ul><li>900 cars </li></ul></ul>
  10. 11. eBay <ul><li>14,000,000 items listed right this moment! </li></ul><ul><li>7,000,000 will sell within the next few days </li></ul><ul><li>264,000 eBay Stores </li></ul><ul><li>1.7Bn listings/year (~50% sell) </li></ul><ul><li>$44bn sales/year </li></ul><ul><li>61m active buyers </li></ul>
  11. 12. 34 Ways to Get People to Your Site <ul><li>Build it and they will come </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Pay Per Click </li></ul><ul><li>&quot;Banner&quot; Advertising </li></ul><ul><li>Trusted Feeds </li></ul><ul><li>Advertise Through Existing Offline Ads </li></ul><ul><li>Dedicated Offline Advertising Campaigns </li></ul>
  12. 13. <ul><li>Push People to the Site from Your Brick-and-Mortar Store </li></ul><ul><li>Offline PR </li></ul><ul><li>**Directory Registration (Including Specialty Directories) </li></ul><ul><li>**Link Placement </li></ul><ul><li>*Reciprocal Linking </li></ul><ul><li>Yellow Pages </li></ul><ul><li>**Local Directories </li></ul><ul><li>*Selling on eBay </li></ul>
  13. 14. <ul><li>Direct Mail </li></ul><ul><li>Shopping Directories </li></ul><ul><li>**Community Marketing </li></ul><ul><li>**Blogs – Your Own </li></ul><ul><li>**Blogs – Other People’s </li></ul><ul><li>* (?) Affiliate Programs </li></ul><ul><li>Coupon, Discount, & Freebie Sites </li></ul><ul><li>*E-mail Newsletters – Your Own </li></ul><ul><li>*E-mail Newsletters – Other People’s </li></ul>
  14. 15. <ul><li>E-mail “Bulletins” </li></ul><ul><li>*“Giveaways” on Other People’s Sites </li></ul><ul><li>**Content Syndication </li></ul><ul><li>*Product Syndication (wallpaper, utilities) </li></ul><ul><li>Browser Toolbars </li></ul><ul><li>Viral Marketing </li></ul><ul><li>Specialty Directories (e.g., Knowledgestorm) </li></ul><ul><li>Offline Promotional Tie-Ins </li></ul>
  15. 16. <ul><li>Customer Referrals </li></ul><ul><li>In-Package Promotions </li></ul>
  16. 17. Push from Brick-and-Mortar
  17. 18. Local Directories
  18. 19. Shopping Directories
  19. 20. Toolbars
  20. 21. Community Marketing
  21. 22. Coupon, Discount, & Freebie Sites
  22. 23. Content Syndication
  23. 24. Viral Marketing
  24. 25. Specialty Directories
  25. 28. In-Package Promotions
  26. 29. SEO: You’ve Got a Problem <ul><li>Few Web designers understand SEO </li></ul><ul><li>There’s a lot of misinformation </li></ul><ul><li>The Search Engine companies encourage misinformation </li></ul><ul><li>Basic mistakes can ensure your site is not found </li></ul>
  27. 30. Which Search Systems Matter? <ul><li>Google (=AOL, Earthlink, Netscape, Amazon, etc.) </li></ul><ul><li>Yahoo! </li></ul><ul><li>MSN </li></ul><ul><li>Open Directory Project (=Google, AOL, 300+ others) </li></ul><ul><li>Teoma/AskJeeves (=About.com, Mamma.com, etc.) </li></ul><ul><li>= 99%+ of all searches </li></ul>
  28. 31. Other Search Engines <ul><li>Only two reasons: </li></ul><ul><li>Specialty Search Engines </li></ul><ul><li>Provide Links </li></ul>
  29. 32. Are You in the Google Index? <ul><li>How many pages in a site?: site:bwa.org </li></ul><ul><li>Particular page?: http://bwa.org/resources/index.htm </li></ul>
  30. 34. You Can Hurt SE Visibility <ul><li>Frames </li></ul><ul><li>Invisible Navigation </li></ul><ul><li>Dynamic Sites, Generated from Database </li></ul><ul><li>Session IDs </li></ul><ul><li>Required Cookies </li></ul>
  31. 35. You Can Help SE Visibility <ul><li>Understand the Keywords </li></ul><ul><li>Use the Keywords! </li></ul><ul><li>Simple Pages </li></ul><ul><li>Text Links </li></ul><ul><li>Site Maps </li></ul><ul><li>404 Pages </li></ul>
  32. 36. Frames <ul><li>SE May not go through frame definition </li></ul><ul><li>Each page indexed separately </li></ul><ul><li>Can’t link to particular page </li></ul><ul><ul><li>Real problem with Froogle, et. al. </li></ul></ul>
  33. 43. Solution . . . <ul><li>Don’t use Frames! …. Or…. </li></ul><ul><li>FRAME DEFINITION </li></ul><ul><li>Add TITLE </li></ul><ul><li>Add METAtags </li></ul><ul><li>Add <NOFRAME> with Indexable Content </li></ul>
  34. 44. <ul><li>INTERNAL PAGES </li></ul><ul><li>Add TITLE </li></ul><ul><li>Add METAtags </li></ul><ul><li>Add simple text navigation </li></ul><ul><li>Use <a href=&quot;index.html&quot; TARGET = &quot;_top&quot;>Home</a> links </li></ul>
  35. 45. iframes <ul><li>Add internal link to help SEs find documents </li></ul><ul><li><iframe src=&quot;page.html&quot;><a href=&quot;page.html&quot; target=&quot;_blank&quot;>Click here for more Rodent Racing information if your browser doesn't display content in this internal frame.</a></iframe> </li></ul>
  36. 46. Flash & Images <ul><li>Quick and dirty way to create a Web site </li></ul><ul><li>Search engines can’t read images </li></ul><ul><li>Search engines often won’t read Flash </li></ul><ul><li>If they do, don’t weight text well </li></ul>
  37. 48. Invisible Navigation <ul><li>JavaScript scripts </li></ul><ul><li>JavaScript links ( href=&quot;javascript:void(0)&quot; onclick=&quot; ) </li></ul><ul><li>Java Applets </li></ul><ul><li>Flash </li></ul>
  38. 49. Finding Invisible Navigation . . . <ul><li>Turn off JavaScript </li></ul><ul><li>Turn off Java </li></ul><ul><li>Look in source code </li></ul><ul><li>Loading Java Applet msg </li></ul>
  39. 50. Solution … <ul><li>Add Text Links … preferably near the top if large pages </li></ul>
  40. 51. Dynamic Web Pages <ul><li>Sites can be totally invisible </li></ul>
  41. 53. Look at the URL <ul><li>http://www.cartoys.com/cartoys/category.cfm?&DID=7&TopCat_id=20008&CATID=20105 </li></ul>
  42. 54. Search for Page… <ul><li>Google Toolbar i button </li></ul><ul><li>cache: </li></ul><ul><li>Type URL </li></ul><ul><li>site:domainname.com </li></ul>
  43. 62. Solution… <ul><li>Create static pages </li></ul><ul><li>Remove ? / # * % & </li></ul><ul><li>Reduce parameters to one </li></ul><ul><li>URL rewriting – mod_rewrite </li></ul>
  44. 63. Session IDs <ul><li>https://www.savingstreet.com/quickRegistrationPopupHome.do;jsessionid =703E3D0DD00EC53B9A088A6D8B5800E0 </li></ul><ul><li>Problems: </li></ul><ul><li>Won’t Index </li></ul><ul><li>Wrong Page </li></ul>
  45. 65. Solution… <ul><li>Allow searchbots to crawl w/out session IDs </li></ul><ul><li>Cloaking </li></ul><ul><li>Cookies </li></ul>
  46. 66. Required Cookies <ul><li>Turn off cookies and try moving around in site </li></ul><ul><li>Searchbot must be able to receive page w/out accepting cookie! </li></ul>
  47. 67. You Can Help SE Visibility <ul><li>Simple Pages </li></ul><ul><li>Understand the Keywords </li></ul><ul><li>Use the Keywords! </li></ul><ul><li>Text Links </li></ul><ul><li>Site Maps </li></ul><ul><li>404 Pages </li></ul>
  48. 68. Pick the Right Keywords <ul><li>Overture </li></ul><ul><li>Google </li></ul><ul><li>Wordtracker </li></ul>
  49. 70. You Need Content <ul><li>Real text, not images </li></ul><ul><li>Content rules </li></ul><ul><li>Multiple pages, interlinked </li></ul>
  50. 71. Use the Keywords! <ul><li>One or Two Phrases per Page </li></ul><ul><ul><li>TITLE </li></ul></ul><ul><ul><li>DESCRIPTION </li></ul></ul><ul><ul><li>KEYWORDS </li></ul></ul><ul><ul><li><H> tags </li></ul></ul><ul><ul><li>Bold </li></ul></ul><ul><ul><li>Italic </li></ul></ul><ul><ul><li>Bullets, etc. </li></ul></ul><ul><ul><li>Title Case </li></ul></ul><ul><ul><li><STRONG> </li></ul></ul>
  51. 72. <ul><li>Keyword Prominence </li></ul><ul><li>Keyword Density </li></ul>
  52. 73. CSS Vs. <H> <ul><li>H1 { </li></ul><ul><li>font-family: Verdana, Arial, Helvetica, sans-serif; </li></ul><ul><li>font-size: 16px; </li></ul><ul><li>font-weight: bold; </li></ul><ul><li>color: #3D3D3D </li></ul><ul><li>} </li></ul>
  53. 74. Other places for keywords… <ul><li>ALT text </li></ul><ul><li>Comments <!-- --> </li></ul>
  54. 75. Internal Links <ul><li>Dense interlinking </li></ul><ul><li>Site Map </li></ul><ul><li>404 with site map </li></ul><ul><li>Use keywords on links! </li></ul><ul><li>No click here links </li></ul>
  55. 77. Site Structure <ul><li>Keywords in domain names </li></ul><ul><li>Keywords in filenames </li></ul><ul><li>Keywords in directory names </li></ul><ul><li>Flat directory structure </li></ul>
  56. 78. Remember LocalSearch <ul><li>Include zip code, address, on every page </li></ul><ul><li>Include address info in TITLE & DESCRIPTION </li></ul><ul><li>Find other reasons to mention city name in content </li></ul>
  57. 81. Local Search – Register Your Business <ul><li>Register with Yahoo! </li></ul><ul><li>Register with Google </li></ul><ul><li>MSN soon? </li></ul>
  58. 82. Entering the Search Engines <ul><li>1: Submissions (sometimes) </li></ul><ul><li>2: Search Engines Find You </li></ul><ul><li>3: Paid Inclusion </li></ul>
  59. 83. Registration? <ul><li>Registration often doesn’t work </li></ul><ul><li>You need Links! </li></ul><ul><li>“Paid Inclusion”? </li></ul>
  60. 84. <ul><li>www.lumbermansexchange.com </li></ul>www.LumbermansExchange.com www .Lumbermans Exchange . com
  61. 85. www.orlythematchmaker.com www.OrlyTheMatchmaker.com
  62. 86. <ul><li>www.horanandmcconaty.com </li></ul>www.HoranAndMcConaty.com www . Horan And McConaty . com
  63. 87. <ul><li>www.horanandmcconaty.com </li></ul>www . Horan And McConaty . com
  64. 88. <ul><li>www.relaxtheback.com </li></ul><ul><li>www. Relax The Back .com </li></ul><ul><li>www.mallofamerica.com </li></ul><ul><li>www. Mall Of America .com </li></ul><ul><li>www.sanyolcd.com </li></ul><ul><li>www. Sanyo LCD .com </li></ul><ul><li>www.sprintpcs.com </li></ul><ul><li>www. Sprint PCS .com </li></ul>
  65. 89. Peter Kent 720-771-3246 [email_address] www.PeterKentConsulting.com http://PeterKentConsulting.com/slides/

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