The document discusses prioritizing online marketing investments to grow a business. It recommends first understanding customer search behavior and brand perceptions online. It then advocates using tools like keyword research and online reviews to analyze this. The document outlines an approach of generating targeted traffic to priority landing pages through paid search and social media, while building reputation through blogging and content sharing. Measurement of results is key to optimizing the most effective strategies. The overall message is that online marketing requires driving traffic to visible assets in order to convert visitors into customers.

1.
Grow
your
business
by
investing
online.
Understand
Internet
marketing
and
prioritize
your
online
marketing
investment.
Benoît
Gaillard
Internet
Marketing
Entrepreneur
in
Switzerland
Member
of
WSI
–
largest
network
of
Internet
Marketing
Experts
worldwide
gaillardb@wsibusinessperformance.com
www.wsibusinessperformance.com
Abstract:
Internet
Marketing
is
about
driving
your
business:
recruiting
new
customers,
filling
your
sales
pipeline
with
new
leads,
building
your
reputation
online
for
improved
credibility.
Internet
Marketing
complements
the
traditional
word
of
mouth
and
other
offline
advertising
activities.
Benoit
Gaillard
WSI
Business
Performance
proposes
5
steps
of
Internet
Marketing:
specific
measurable
business
objectives,
pragmatic
marketing
strategies
inspiring
the
choices
of
internet
solutions
to
generate
targeted
traffic,
a
conversion
strategy
to
convert
visitors
into
buyers,
a
measurement
system
to
assess
which
activity
is
most
efficient
in
driving
new
business.
WSI:
We
Simplify
Internet,
understand
how
Internet
Marketing
is
a
profitable
investment
to
drive
your
business.
Keywords:
Internet
Marketing,
lead
generation,
customer
communication,
online
reputation,
return
on
investment
What’s
in
it
for
you?
1.
Why
you
must
invest
online
2.
How
to
prioritize
Internet
marketing
solutions
based
on
your
business
objectives
3.
WSI
We
Simplify
Internet
–
what’s
behind
the
infamous
SEO,
SEA,
PPC,
SMO,
SEM
4.
Internet
Solutions
are
good,
Content
is
King
5.
Customers
look
for
your
products/services
anywhere,
anytime
–
go
Mobile
6.
You
get
what
you
measure:
Analytics
7.
How
to
get
started
Copyright
Benoit
Gaillard
2011
©

2.
1.
Why
you
must
invest
online
Here
are
3
simple
questions
and
pragmatic
solutions
to
understand
the
potential
of
internet
marketing
for
your
business:
1.
Do
you
know
how
many
people
actually
search
for
your
products
or
services
online?
Use
keywordspy.com
-­‐
select
keywords
and
type
in
search
terms
your
prospects
are
likely
using
to
find
your
products
and
services.
2.
Do
you
know
how
people
rate
/
talk
about
your
products
or
services
online?
3.
Do
you
know
what
your
competition
is
saying
online?
Google
your
company,
your
name,
your
competitors.
Check
consumer
rating
sites
such
as
yelp.com,
google
reviews.
Search
facebook,
Twitter,
Quora,
Wikipedia,
Youtube,
Slideshare
to
assess
who
is
building
an
credible
expertise
in
your
industry.
Internet
is
an
established
source
of
information,
communication,
entertainment
across
age
groups,
dayparts.
End
2009,
75%
of
Swiss
people
were
using
Internet
between
10am
and
9pm.
Internet
is
used
either
standalone
or
in
combination
with
other
media
augmenting
the
user
experience.
Whether
serving
business
clients
or
end-­‐consumers,
Internet
plays
a
key
role
in
your
purchasing
decision
process.
Consumers
first
browse
on
the
internet
to
find
competitive
offerings,
they
then
use
internet
to
compare
/
benchmark,
when
ready
to
purchase
they
actually
look
for
promotional
offer
to
make
the
actual
purchase
either
off
or
online.
Copyright
Benoit
Gaillard
2011
©

3.
Actually
a
study
from
Mc
Kinsey
from
the
French
government
highlighted
that
1€
invested
online
brings
2.5€
in
profit
and
that
Small
and
Medium
size
companies
that
invested
online
are
more
successful
exporting.
Now
where
to
invest?
Copyright
Benoit
Gaillard
2011
©

4.
2.
How
to
prioritize
Internet
marketing
solutions
based
on
your
business
objectives
First
and
foremost,
let
me
clear
the
obvious
but
common
mistake:
building
a
website
without
investing
to
drive
traffic
to
it.
This
is
like
opening
a
store
on
a
closed
street.
You
can
replace
the
investment
in
a
full
fledged
website
by
smartly
leveraging
social
networks
(facebook,
linkedin,
twitter),
blogs,
content
sharing
portal
(slideshare,
scribd,
youtube,
flickr)
to
make
your
brand,
product,
services
visible.
If
you
need
one
place
to
store
all
that
content
and
build
a
visual
identity
for
the
brand
then
start
with
a
blog.
A
blog
makes
it
easy
to
bring
new
content.
Blog
design
can
be
cheap
if
you
leverage
standard
design
templates.
So
Internet
Marketing
is
not
about
building
websites,
it
is
about
generating
targeted
traffic
and
converting
it
to
meet
your
business
objective.
For
instance
for
AUDYVA.ch,
one
of
my
clients,
we
started
by
creating
landing
pages
(audyva.ch/swissinstituteforappreciativeinquiry)
and
driving
traffic
through
Google
advertising.
The
main
blog
(audyva.ch)
was
developed
in
parallel
and
used
to
implement
off-­‐page
SEO,
syndicating
content
across
social
networks
to
build
online
reputation.
Generate
targeted
Be
visible
when
and
traf@ic
driving
Convert
visitors
into
Measure
which
where
PROSPECTS
CLIENTS
by
activity
is
most
VISITORS
to
a
are
receptive
to
your
landing
web
page,
providing
convincing
ef@icient,
optimize
message
call
to
action
content
and
solutions
facebook
fan
page
PPC,
SEO,
SEM,
SMO,
SEA
…
three
letter
acronyms
that
hide
a
BIG
opportunity
but
certainly
confuse
most
business
owners.
I
am
interested
in
driving
business
for
my
customers,
not
selling
solutions.
So
let
me
help
you
decide
where
to
invest
for
the
biggest
bang
for
your
buck.
Copyright
Benoit
Gaillard
2011
©

5. Every
business
needs
3
things:
-­‐ lead
generation
-­‐ credibility
and
brand
awareness
-­‐ customer
communication.
This
is
simple
but
powerful!
3
jobs
to
be
done:
-­‐ lead
generation
=
get
new
customers
-­‐ credibility
and
brand
awareness
=
give
people
a
reason
to
buy
me
-­‐ customer
communication
=
keep
the
discussion
going
with
my
prospects,
customers,
lapsed
users.
This
is
relevant
for
the
biggest
brands,
a
local
restaurant,
a
service
company
–
this
is
relevant
to
your
business!
The
chart
below
shows
you
how
to
prioritize
and
match
Internet
marketing
strategies
to
meet
your
business
goals.
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Thanks
to
François
Muscat
WSI
expert
in
Digital
Marketing
Strategies
who
put
this
chart
together
based
on
his
extensive
experience
with
small
and
med
size
companies.
Choose
the
solution
with
the
highest
priority
as
defined
by
your
business
objective.
So
that
if
you
want
to
generate
leads,
the
tactic
to
use
is
Google
Pay
Per
Click.
Back
to
the
diagram,
if
we
look
at
the
lead
generation
column
in
red,
we
can
see
that
Google
pay
per
click
is
the
best
choice
to
generate
leads.
This
is
because
we
can
get
a
result
on
Google
within
24
hours
using
paid
search.
For
some
businesses,
you
may
want
to
use
a
combination
of
Google
/
Facebook
/
Linkedin
pay-­‐per-­‐click
advertising.
Copyright
Benoit
Gaillard
2011
©

6.
Once
we
have
worked
out
the
best
keywords
for
Google
pay
per
click,
we
would
then
use
these
keywords
to
search
engine
optimise
your
website.
Search
engine
optimisation
helps
you
create
an
asset
of
your
website
and
as
you
get
higher
rankings
you
rely
less
on
paying
Google
for
your
advertising.
If
building
an
online
brand
is
your
primary
business
objective
for
the
year,
you
will
use
a
combination
of
social
marketing,
content
marketing
to
build
your
online
reputation.
Search
Engine
Optimisation
helps
you
build
online
brand
and
credibility
because
you
would
be
ranked
for
more
content
on
Google.
Content
marketing
is
definitely
the
best
way
to
be
seen
as
a
thought
leader
and
you
will
create
an
asset
out
of
your
website
by
regularly
adding
content
people
are
searching
for.
Content
and
Links
from
social
networks
are
valued
by
Google
because
people
share
it
meaning
it
must
be
relevant.
Therefore
creating
content
and
links
in
social
media
provides
us
with
a
great
way
to
build
brand
as
well
as
communicating
with
customers/prospects.
You
may
use
Google
pay
per
click
tactically
to
bid
on
your
name
to
protect
it.
So
use
this
diagram
to
help
you
prioritize
your
digital
marketing
budget.
It
is
also
a
great
page
to
share
with
your
management
team
to
show
the
type
of
tactics
that
you
can
use
to
help
the
support
your
business
objectives
for
the
year.
Now
let
me
clarify
what’s
behind
the
3
letter
acronyms
because
you
will
face
those
in
your
discussions
with
agencies,
in
your
quest
for
solutions
online:
Copyright
Benoit
Gaillard
2011
©

7. 3.
WSI
We
Simplify
Internet
–
what’s
behind
the
infamous
SEO,
SEA,
PPC,
SMO,
SEM
SEA:
Search
Engine
Advertising
=
Advertise
when
and
where
customers
look
for
your
services.
When
customers
search
for
keywords
related
to
your
business,
your
advertising
will
appear
in
search
engines.
You
pay
only
when
customers
click
on
those
advertisements.
Google
Adwords
and
similar
services
from
Yahoo!,
Bing
allow
you
to
generate
those
ads,
define
the
keywords
you
want
to
bid
for
and
track
results,
budget.
It
is
important
to
create
landing
page
optimized
for
the
same
keywords
you
are
building
on
in
Google
Adwords,
this
will
ensure
you
display
relevant
content
and
present
promotional
offers
to
convert
visitors
into
clients.
Google
value
a
good
match
of
keywords
across
search
terms,
ads
text,
landing
page;
this
will
increase
your
quality
score
and
increase
efficiency
for
the
same
budget.
SEO:
Search
Engine
Optimization
=
Improve
your
visibility
in
search
engine
by
optimizing
the
structure
of
your
website
and
the
content
you
put
in
your
website.
Improving
visibility
in
search
engine
means
that
you
get
better
ranking
(appear
closer
to
1st
results
on
Google)
and
that
you
get
more
than
1
result
in
Google
(image,
video,
address/place,
blog,
social
media
…).
The
key
to
SEO
is
to
define
keywords
–
ie
the
set
of
words
that
your
clients
are
likely
to
search
for
in
Google.
If
you
look
for
new
customers,
they
are
likely
to
search
for
the
solution,
generic
description
of
your
service,
possibly
your
competitor
brand.
PPC:
Pay
Per
Click.
Usually
refers
to
SEA
as
defined
above
as
you
pay
for
the
advertising
only
when
users
click
on
it.
It
can
also
refer
to
advertising
banners
on
websites
or
social
networks
when
pay-­‐per-­‐click
applies.
SEM:
Search
Engine
Marketing
is
the
combination
of
SEO
and
SEA
–
that
is
how
to
make
your
brand
/
service
/
product
visible
in
search
engine
either
from
organic
or
natural
results
or
paid
advertising.
SMO:
Social
Media
Optimization.
SMO
is
being
active
in
social
networks
but
in
a
way
that
is
optimized
for
online
visibility.
SMO
also
tackles
how
to
improve
ranking
in
search
engine
of
the
social
networks
themselves:
ie
when
searching
directly
in
facebook,
youtube
…
Activities
on
social
networks
(Facebook,
Google,
Youtube,
Linkedin,
Twitter,
Delicious,
Flickr,
Scribd
to
quote
the
iconic
ones)
are
more
and
more
valued
by
search
engine
to
determine
the
relevance
and
quality
of
your
content
and
therefore
decide
how
much
of
a
priority
to
give
it
in
search
engine
results
(ranking).
The
reason
for
this,
if
others
like
what
you
say
then
it
must
be
good
Copyright
Benoit
Gaillard
2011
©

8. Do
you
like
what
I
am
saying
in
this
report,
then
please
share
it:
-­‐
Connect
with
my
network
on
linkedin
-­‐
Stay
up-­‐to-­‐date
on
Digital
Marketing
following
me
on
Twitter
and
Facebook
-­‐
Register
for
webinars
presenting
solutions
impacting
your
business:
WSI
Business
Performance
newsletter
Now
you
have
an
idea
for
the
kind
of
solutions
you
need
based
on
your
business
objective.
Having
a
solution
is
like
buying
a
house,
now
to
get
friends
to
visit
you,
you
need
to
give
it
a
soul,
decorate,
bring
furniture
in,
hopefully
family
and
kids
…
beyond
the
solution,
you
need
to
create
content.
This
is
often
overlooked
by
my
customers
yet
remains
the
best
way
to
make
difference.
Copyright
Benoit
Gaillard
2011
©

9. 4.
Internet
Solutions
are
good,
Content
is
King
You
need
content
if
you
have
decided
to
advertise
on
search
engine
with
pay-­‐per-­‐
click,
run
onpage
and
offpage
search
engine
optimization
or
become
active
on
social
networks.
Content
is
the
message
you
use
on
the
landing
page
to
convert
visitors
into
clients
when
they
click
on
your
Google
adword.
Content
is
the
webpage,
images,
videos
you
will
add
to
your
website
to
increase
visibility
for
specific
keywords
on
your
website.
Content
is
the
on-­‐going
updates
you
post
on
social
networks.
Fresh
content
is
critical
to
keep
search
engines
interested
in
visiting
your
website
and
improving
your
ranking.
Google
is
like
a
guest
to
a
buffet
on
a
packaged
holiday,
first
visit
it
will
enjoy
the
variety
of
food
(content)
and
decide
to
come
back
the
day
after,
finding
the
same
food
the
day
after
(assuming
you
did
no
update
content)
it
will
decide
to
skip
dining
at
that
buffet
and
come
back
in
a
few
days.
Without
updating
content
your
website
will
quickly
be
downgraded
by
Google
and
updates
will
be
missed
if
Google
does
not
visit
your
website
regularly.
Content
is
about
3
letter
acronyms
as
well
–
how
lucky!?
WHO
WHY
WHY
NOT
(you
get
two
3
letter
acronym
here!)
WHO
are
you
targeting.
More
interesting
and
actionable
than
demographics,
think
of
your
target
in
terms
of
-­‐ Lifestages
(parents,
students,
first
job,
pensioner)
-­‐ Stage
in
the
purchase
decision
process
(not
aware,
browsing,
comparing
specific
critiera,
ready
to
buy
need
a
reason
to
buy
now,
lapsed
users,
happy
users
ready
to
advocate
or
upsell)
-­‐ Behavior
/
attitude
to
life
(creative,
socializing,
comfort,
in-­‐control,
power…)
WHY
would
they
buy
you,
their
motivations.
There
are
things
you
must
deliver
in
your
business:
points
of
parity.
And
there
is
one
main
thing
that
is
unique
to
you
and
will
make
them
buy
you
vs
competitors:
the
point
of
difference.
WHY
NOT
–
why
would
they
probably
decline
buying
you
–
barriers
to
purchase.
Don’t
know
you,
don’t
need
you,
don’t
believe
you,
can’t
spend
that
much,
don’t
see
the
value,
use
competition.
For
one
of
my
clients
advertising
the
launch
of
a
comic
book,
it
was
useful
to
think
of
reason
that
would
prevent
visitors
from
buying
(not
relevant,
not
for
me,
too
expensive)
and
argue
around
those
barriers
(perfect
corporate
gift,
buy
1
get
1
free
seasonal
offer).
So
WHO,
WHY,
WHY
NOT
will
help
you
generate
relevant
and
powerful
content
–
whether
it
is
an
insight
to
get
their
attention,
a
tagline
to
hook
them
up,
a
call
to
action
to
close
the
sale.
Copyright
Benoit
Gaillard
2011
©

10. 5.
Customers
look
for
your
products/services
anywhere,
Anytime
–
go
Mobile
There
are
more
mobile
phones
than
Internet
users
in
Switzerland
and
certainly
true
worldwide
given
the
skew
to
mobile
phones
in
developing
countries.
• There
will
be
3.6
million
mobile
internet
users
in
Switzerland
by
2014
(eMarketer.com)
• 36%
of
internet
users
will
use
mobile
access
in
France
by
2014
(eMarketer.com)
• Google’s
research:
• 59%
of
smartphone
users
report
using
the
mobile
Internet
while
waiting
in
line
• 48%
report
using
it
while
eating
• 44%
report
using
it
while
shopping.
Mobile
marketing
is
becoming
more
relevant
as
geolocalized
services
transform
our
lives
and
businesses.
Mobile
marketing
truly
brings
to
life
the
ubiquous
nature
of
the
internet:
access
anybody/anything,
anywhere,
anytime.
Goelocalized
services
have
a
direct
impact
on
local
businesses:
advertise
a
promo
in
a
local
restaurant
to
people
walking
nearby,
search
the
closest
pizzeria,
tell
me
how
to
go
to
this
business
office.
Copyright
Benoit
Gaillard
2011
©

11. We
live
in
a
world
of
3
screens
:
Cell
phone
Individual
use
Small
screen
forces
Mobile
fits
your
pocket
rethinking
how
to
design
Everywhere,
Anytime
the
web
experience.
Local
services
are
more
important
as
you
carry
this
screen
with
you
Laptop,
Tablet
Sharable
Full
web
experience,
rich
At-­‐home
or
At-­‐work
media,
browse
using
multiple
windows
Large
screen
fixed
on
the
Media
consumption,
less
Entertaining
simple
wall
interactive,
entertainment
experience
focused
You
need
to
market
through
those
3
screens
thinking
of
the
situation,
need
state
people
have
at
that
specific
moment.
For
instance
when
browsing
on
a
laptop
in
the
evening
at-­‐home,
you
can
benefit
from
the
richness
of
the
Internet
and
have
time
to
dive
deep
for
content.
Use
rich
media,
offer
a
journey
of
discovery
to
the
users,
entertain
them.
Using
Internet
on
mobile,
the
users
is
more
likely
looking
for
an
immediate
solution,
checking
out
a
supplier
that
popped
up
in
a
discussion,
sharing
a
good
tip
with
a
friend,
looking
for
the
pizzeria
next
door.
There
are
2
priorities
in
Mobile
Marketing:
-­‐ Mobile
website
-­‐ Mobile
search
Hey,
notice
…
no
3
character
acronym
here!
Mobile
website
is
about
improving
the
mobile
users
experience:
Call
to
action
at
the
top
left.
First
thing
first
as
attention
span
decrease
on-­‐
the-­‐go
Minimize
navigation
and
big
button
for
fat
fingers
Avoid
heavy
pictures
or
video
Mobile
Search
is
about
making
your
content
visible
when
searching
on
a
cell
phone.
The
keywords
are
not
the
same
(users
typically
type
less
words).
Less
results
are
displayed
so
there
is
even
more
focus
on
getting
at
the
top.
Include
mobile
website
and
mobile
search
to
any
new
investment
in
digital
marketing
whether
it
is
a
blog,
SEO,
PPC,
or
revamping
your
website.
Think
of
mobile
marketing
as
a
complement
to
your
other
marketing
activities
to
reach
your
customers
in
more
touchpoints.
Copyright
Benoit
Gaillard
2011
©

12. 6.
You
get
what
you
measure:
Analytics
In
my
previous
jobs
as
Marketing
Director
in
FMCG,
the
‘joke’
was
that
50%
of
the
marketing
investment
was
lost,
the
issue
is
that
nobody
knew
which
50%
so
we
kept
on
spending
on
the
same
stuff
year
after
year.
Now
the
Internet
allows
fully
integrating
advertising
spending
with
the
actual
business
objective
and
therefore
allows
assessing
realtime
the
Return
On
Investment
ROI
you
get
from
various
online
marketing
spendings.
Remember
digital
marketing
starts
with
defining
business
objectives.
Those
business
objectives
will
define
the
‘conversion
goal’:
actual
purchase
on
an
e-­‐commerce
site,
asking
for
a
quote,
registering
for
newsletter,
filing
in
user
reviews.
Good
conversion
architecture
will
optimize
the
traffic
and
web
design
to
trigger
your
conversion
goal.
Google
Analytics
allows
monitoring
how
many
conversions
are
achieved
and
link
each
conversion
to
the
source
of
trafic
:
ie
is
natural
search
engine
results
giving
you
best
results
or
is
it
actually
pay-­‐per-­‐click
advertising,
or
traffic
generated
via
social
network
community
management?
Knowing
this
allows
priorizing
investment
to
generate
more
of
the
traffic
that
actually
converts
in
business
results.
Copyright
Benoit
Gaillard
2011
©

13.
7.
How
to
get
started?
So
you
understand
the
opportunity
to
invest
online
and
are
ready
to
move
on.
The
question
is
whom
should
you
work
with?
Let
me
offer
some
thoughts
from
client
case
studies:
-­‐ Quality
input,
quality
output.
It
makes
sense
to
spend
time
thinking
through
your
specific
business
objective
(make
it
specific,
measurable,
with
define
time
scope).
More
difficult:
explore
different
target
groups,
positioning
for
your
brand/company,
point
of
parity
and
differences
for
your
product/services.
For
instance
with
one
of
my
client,
the
breakthrough
came
from
defining
our
target
group
as
business
context
(ie
company
going
through
restructuring,
steep
currency
swings…)
rather
than
defining
target
as
size,
industry,
turnover
which
was
limiting
and
not
actionable.
-­‐ You
need
a
single
point
of
contact
to
own
and
manage
the
digital
marketing
system.
Either
an
internal
trained
resources
or
an
external
partner.
The
benefit
comes
from
the
integration
of
traffic
generation,
conversion
architecture
and
on-­‐going
monitoring.
You
should
seek
an
expert
in
building
business
through
online
marketing
not
an
expert
in
blogs,
facebook.
Your
ideal
supplier
will
have
access
to
a
network
of
experts
to
keep
up
to
date.
Given
the
complexity
of
each
of
the
solution
and
how
fast
they
are
changing,
it
is
unlikely
that
in-­‐house
resources
can
keep
up
while
delivering
good
value
to
small
and
med
size
companies.
Expect
a
network
of
experts
to
be
involved
reinforcing
the
need
for
a
single
point
of
contact
integrator.
-­‐ Look
for
pragmatic
creativity.
Online
marketing
challenges
the
business
model
of
expensive
communication
agencies
selling
expensive
advertising
ideas.
Online
marketing
is
about
offering
information/entertainment
when
and
where
consumers
look
for
it.
Online
marketing
is
about
adding
value
when
traditional
marketing
(TV
ads,
Out-­‐of-­‐home
billboards)
is
about
interrupting
/
catching
attention.
The
creativity
you
need
is
how
to
pragmatically
come
up
with
10
different
google
advertising
messages,
think
of
an
easy
way
to
produce
video
in
order
to
complement
your
SEO
plan,
come
up
with
a
free
solutions
to
design
quiz
that
will
make
your
attract
new
fans
to
your
facebook
page
…
-­‐ Check
the
sustainability
of
the
technical
solutions
provided.
For
instance,
ensure
that
the
supplier
managing
your
pay-­‐per-­‐click
advertising
campaign
does
not
takeover
your
adword
account
so
that
you
retain
benefits
of
the
keyword
and
ads
quality
even
if
you
change
supplier.
Another
often
overlooked
issue
is
reliability
of
hosting,
as
online
marketing
develops,
there
will
be
more
threats
of
web
properties
piracy,
how
does
your
supplier
handles
backup,
what
is
the
response
time
of
the
actual
hosting
company.
How
will
your
digital
marketing
solutions
evolve
to
benefit
from
the
next
Copyright
Benoit
Gaillard
2011
©

14. Internet
revolution
(remember
10
years
ago
email
was
king,
then
sms,
now
realtime
messaging
on
smartphones).
Help
me
improve
this
white
paper
to
more
specific
answer
your
needs.
I
would
appreciate
5’
of
your
time
to
feedback.
How
can
I
help
you?
Contact
me
at
gaillardb@wsibusinessperformance.com
or
+41
78
837
2063,
skype:
gaillardbwsi.
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Copyright
Benoit
Gaillard
2011
©