ABC's of Internet Marketing

Standard Marketing - ebook - The ABC of Internet Marketing

Page 1

Standard Marketing - ebook

The ABC’s
of Internet
Marketing
www.standardmarketing.ca


Table of Contents

1. Introduction - 3

2. Getting Traffic To Your Website - 5

3. Capturing Prospects’ Information - 7

4. Having A Process To Convert Prospects Into Customers - 9

5. How Standard Marketing Can Help - 13


Page 2


1. Introduction


Page 3


Page 4

Although there are more and more websites on the internet all the time, almost nobody is doing
internet marketing well. Most people simply don’t understand it. We’d like to explain it here
without the industry jargon you may have heard in other places, so you can see that it’s actually
quite simple.
There are only 3 parts:
Getting traffic to your website.
1
2 Capturing prospects’ contact information.
3 Having a process to convert prospects into customers.

Traffic


Prospects

Customers


Page 5

2. Getting Traffic To Your Website



Page 6

Google has 85% of the search market in Canada, so all we have to do to get traffic to your
website is get high rankings on Google for the right keywords. To understand how to get high
rankings on Google for the right keywords you have to put yourself in Google’s shoes.
Google wants to show people who use their search engine the very best search results, that is,
the websites that have the best information on what they are looking for. If they do that more
people will use Google, and Google will make more money. Almost all of Google’s revenue
comes from people clicking their ads. When more people use Google more people click their
ads.
So Google wants to give high rankings to websites that have a lot of good information, and are
adding more information all the time. If information is added all the time it will be current.
Google spends billions of dollars every year looking for websites that have a lot of up-to-date
content, that people will see as an authority in their field.



Page 7

There are only 5 things you need to do to get high rankings on Google for the right keywords:
1. Keywords
You need to use the Google Keyword Planner to find the words your
prospects are searching for when they’re looking for your services. To find
the Google Keyword Planner just search on Google. You have to sign up for
a Google Adwords account but you don’t have to spend any money. The
keyword phrase you choose must be one that you have the resources to
get your website in the top half of page one of Google, or all your efforts
will be wasted.
2. Content
You need to be continually adding original articles and information to your
website that your customers and prospects would be interested in. This
is why Blogging is so important. Each article should include your target
keywords once or twice in a natural sounding way.

3. Social Media
You need to have at least the basic social media accounts. Google+ is an
absolute imperative. Facebook, and perhaps others depending on your
situation can also be good. It’s good to participate in conversations to
encourage people to talk about you. If people are talking about you on
social media Google takes it as a sign your website is important so they will
give you higher rankings. Social media can also be used to bring people to
your website.



4. Inbound Links
You need to have other websites adding a link
on their website that, when clicked, takes people
to your website. This is called an Inbound Link.
Usually it doesn’t matter if anybody ever clicks
those links. Just the fact that they’re there is an
important indication to Google that your website
is an authority in your industry and deserves higher
rankings.

5. Technical Issues
There are a number of technical things that really help
your rankings. If you put your target keywords in your
Title Tag, in your H1 Tag, Alt tag, in internal links, and
a few times in the text on your pages, especially your
homepage, it will greatly help your rankings. Google
looks in those places to see what your website is about.
It also helps to have your blog right on your website,
and not to use frames or to split your website into
subdomains. With larger websites it can help to use
Metadata, and have an XML sitemap.



Page 9

3. Capturing Prospects’ Information



Capturing prospects’ contact information is
important so you can communicate with them.
Sometimes people will buy or contact you on the
first visit to your website, but sometimes they
want to think it over or do more research. In order
to follow up with these prospects we need their
contact information.
There are many strategies to capture prospects’
contact information. All these strategies are about
giving them something for free that will interest
them enough to give you their name and email
address. We call this “The Hook”. It could be a
free sample, or free service, a free estimate, a
consultation, or some information they can’t get
easily somewhere else. The more your Hook is
targeted to your prospects, and the more attractive
it is, the more email addresses you will capture.


Page 10


4. Having A Process To Convert
Prospects Into Customers


Page 11


The first part of the process to get prospects to buy is the website itself. It’s about putting the right
information in the right places – why to do business with you, why to trust you - and encouraging
them to take the appropriate action now, so those that are ready to decide now will contact you now.
And you need to actually ask them to call, that is, have a Call To Action.
The second part of the process is for those prospects who don’t contact you right away, to nurture
them until they’re ready to buy. The most effective way to do that is with email. Perhaps once a
month for a year or more you send them a personalized email that offers them some kind of value at
no charge. The emails are short and include a gentle invitation to contact you. Prospects learn that
you and your company offer value and excellent service, and you’re continually reminding them of
your presence. A personalized nurturing email series can be the most cost effective marketing you’ve
ever done.

A

B

C
D


Page 13

5. How Standard Marketing Can Help



We Get To Know Your Business - First we get a good
understanding of your business, your clients, your needs
and goals. We’re not here to reinvent your company but
to build on your strengths.
We Look At Your Entire Internet Presence - Then we
look at your whole internet presence – your website,
your social media, your current rankings on Google, and
every link on the internet that points to your website.
And we look at your competition. We look at the whole
picture.
We Show You What’s Right For You - So many people
make Internet Marketing complicated saying things like
“You need Facebook”. We say “Maybe you do, maybe
you don’t”. It’s a traffic strategy. That’s all it is, one of
many. We look at all the possibilities - all the traffic
strategies, all the contact information strategies, and
all the closing strategies for your particular business,
for your target clients, and for this particular time. And
if it’s appropriate we fit Facebook into your strategy in
terms of priority, and how it works with all the other
parts of your strategy.
We Do The Most Effective Things First - Then we pick
the Traffic, Contact Information, and Closing strategies
that will make you the most money in the least amount
of time, and we do those first.

Let’s talk about how we can help your
business grow.

604 722-9375

info@standardmarketing.ca


By Ken Lapp
After a long and successful career in traditional marketing,
Ken started Standard Marketing Ltd in 1999, building
websites and doing internet marketing.
Ken has passion for Internet Marketing for three reasons:
1. It’s about creating a dialogue with individual clients and
prospects, not pushing information at the masses.
2. It’s about getting prospects to come to you at the exact
time they’re ready to buy.
3. It’s completely accountable. You can know exactly how
much business you’re making from your website.


Page 15

ABC's of Internet Marketing

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Andere mochten auch

Andere mochten auch (16)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

ABC's of Internet Marketing