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Step Create A
Keyword Strategy
How do your customers find products or services on the web? Unless
they have a site already bookmarked, they likely use a search
engine to find what they are looking for. If you are trying to build
your business, you have to make sure that your website comes in
at the top of those search engine results. Building your keyword
strategy is essential.
Keywords are those words or phrases someone types into a search
engine to find information they want. Keywords also work in social
media sites like LinkedIn, Twitter, and Facebook. A keyword can be
a single word or an entire paragraph, though most are two or three
words long.
How do you rate a keyword for competition level? You can use a
tool like Google Keyword Tool. You type in the keyword and it gives
you back the amount of traffic the word has and its competition level.
You want one that has higher traffic numbers but a Low or Medium
competition ranking.
A bonus of the Google Keyword Tool is that it returns a list of related
keywords and their statistics. You may find some terms on that list you
had not thought of.
The next step is to rate whether a word is relevant to your business.
If a person is trying to find a plumbing parts dealer, they will search
for plumbing parts Chicago or drain pipe Chicago. If you are a
plumber providing service and do not sell parts to the public, those
keywords might not be relevant.
Now you likely have a shorter list of keywords at this point. Go through
them and use your knowledge of the business. You have to strike a
balance between relevance and difficulty. You want keywords that
match your business very well. But, you do not have to have a perfect
match out of the gate.
Component #3 - Headings
If you look at the HTML in any website page, you will see tags like
<h1>, <h2>, or <h3>. These are heading tags. They make certain
pieces of information more prominent than others on the site.
Search engines give more weight to any words or phrases inside
these header tags. Those with the <h1> tag will get more weight
than those with the <h2> tag. The <h2> tags will have more weight
than the <h3> tags.
How to use your headers for search engine optimization:
Use only one <h1> tag in the page.
Do not over use any header tags. Too many will dilute
the weight placed on your headers.
While <h4>, <h5>, and <h6> tags exist, they carry no
value with search engines.
Use keywords in headers for added weight.
Throw in a few <h2> and <h3> tags to break up
paragraphs in order to make reading easier.
Headers help with human readability, but you can also use them for
SEO.
Component #5 - Images
Images are part of the visual package you are presenting to your
visitors. They enhance the users experience. For SEO purposes, you
need to keep a few things in mind:
Use a small number of images. Putting too many
images on a page can slow down the load time. That will
be a negative for the users experience and it also counts
against your search engine ranking.
Keep the size of your images to the smaller side. Lets
say you have only one image on your site. That is great for
SEO, right? Maybe. If the image file is too large, you will
get a slow load time and have the search engines count it
against you.
Always associate text with images. Each image should
have ALT text added to it because search engines do not
know what a picture contains. You can give a keyword rich
description in the ALT text to gain SEO traction.
Make your image file name relevant and keyword rich.
Many people visit a website first because an image draws
their attention. Separate keywords with a dash in the file
name.
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Separate keywords with dashes. Replace any spaces in your
URLs with dashes (-). For example, http://yoursite.com/inboundmarketing/ is a good URL since it captures inbound marketing as a
keyword.
Create static URLs/Avoid dynamic URLs. A static URL is always
the same. The example http://yoursite.com/inbound-marketing/ is
an example of a static one. A dynamic URL can change in different
circumstances. An example is http://www.yoursite.com/forums/
thread.php?threadid=12345&sort=date. Search engines love static
URLs. Because dynamic ones can change, they will have less weight
with the search engines. Most content management systems offer a
way to set-up static page names.
Balance is Critical
No Stuffing
They think that using as many keywords in the shortest amount text
possible will enhance their search engine rankings. In fact, the exact
opposite happens. Search engines bots are getting smarter and
smarter. When a page comes back with too many keywords, the
search engines will rank it lower.
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How does the search engine know what other websites are
saying? Inbound links.
Inbound links are a major indicator of a websites authority. An
inbound link happens when another website links to one of your
website pages. The easiest way to get those links is to create highquality, easy to share content, then start sharing it through social
media. When you start spreading the word to your followers, they will
start linking to it. Also, share it in industry forums and on other places
where you talk about industry related topics.
How does the weight of inbound links differ?
The higher number of inbound links you have, the
higher your authority level. Links from one site count less
than links from 10 sites.
The authority rank of the linking website carries weight.
For example, a link from a major newspaper site would rank
higher than one from your local chat group.
The linking pages title counts towards the weight. If the
title is generic like Home, it will count less than a title that
is similar to your web page content.
The anchor text used on the link also counts. Much like
the title, if the anchor text is relevant to your page content,
that link counts more.
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When placing your CTAs, make sure they resonate with the content
in your blog post. If your blog focuses on nutritional foods, your blog
might focus on how quinoa is a great addition to a healthy diet. For
the CTAs, you could encourage the reader to download a report
that lists 25 other healthy additions to any diet.
Do not use too many CTAs. Too many calls-to-action will interrupt the
flow of your blog. It also looks like spam and will turn visitors away.
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Get Information
Give Resources
Grow Leads
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Step
Promote Content
Through Social Media
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Add your profile information to online (website, newsletter,
etc.) and offline (business cards, brochures, etc.) marketing
materials.
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If you have been at this for a few weeks, your traffic numbers should
already be on the rise. You have a growing number of people
visiting your website every day.
Yet you still have a problem. Your new traffic is not generating any
business. Why go to all that effort to have no increase in sales? Take
heart, the process is not done yet. You have set the stage to take
the next step: converting website traffic into quality leads.
All that traffic is poised to enter your sales funnel. Now you will start
moving those visitors further into the sales funnel by converting them
to leads.
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Your offering is what will draw people to your website - the visitors.
It must speak to your target audience and give them a reason to
fill out the form to get access to that prime offering. If you are a
vegetable gardening expert, you want to create an offer that will
attract someone who wants to grow their own vegetable garden,
even if it is for the first time.
You can use product-focused offers as well as
content-based offers. You might offer a free
consultation, a 30-day trial, or a live demonstration of
your product. Use your imagination. You may come
up with a unique offering that no one else has used
in your industry. If you think it will work for your target
audience, try it.
Anything you offer is designed to start a conversation
with your target audience. Whether you are the only
salesperson or if you have a full sales staff, these offers
will get the conversation started so you can lead that
prospect into becoming a paying customer.
Step #2 - Create a Landing Page and
Download / Thank You Page
In order to give people the opportunity to sign up for your offering, you
need a landing page. This is where your various calls-to-action will take
visitors. Having a call-to-action with no place to take action is a mistake
made by many. It will frustrate visitors and make them go elsewhere.
Your landing page will contain two elements: a description of the
offering and the form where visitors fill out information before gaining
access to the offering.
Offering Description - The description should offer a concise list
of bullet points about the benefits the offering provides. Integrating
graphics into this description is also good. Use clear language with
what you are offering: Download the whitepaper here or Get your
copy of the eBook here.
Visitor Form - The information you ask for on the form is what
you will use for sales and marketing purposes. Do not ask for too
much information as this can turn away people who do not want to
become spam victims. Get the information you need to start the sales
conversion process. You can gather more information later in the sales
process if needed. Many start with name and email address.
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You have your offering and a page where people can sign-up to
download it. You are ready to start integrating calls-to-action to direct
people to the offering.
A call-to-action is a button or link that grabs the users attention and
takes that person to the landing page. You can use many types of
calls-to-action throughout your website, in email, on blog posts, inside
offers, and in any other marketing efforts you send in a campaign.
The call-to-action and landing page need to align in message and
look. If your CTA offers Download this industry leading whitepaper
about X, your landing page needs the same message. If you change
the landing page message to Get this eBook about Y, you have
lost your audience. If you are using a graphic element in your callto-action (button, image, etc.), be sure that look is also present on
the landing page. Make sure your message tell the benefits of your
offering.
When creating a CTA, make sure it links properly to your landing page.
Check it several times before publishing it so your visitors do not get
confused or lost. With compelling calls-to-action, you will start seeing
leads signing up.
THANK YOU!
Download
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Step
Nurturing Leads By
Using Targeted Messages
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How much time does it take your sales funnel to move a lead from
the first inquiry to becoming a paying customer? Does this time
vary based on what product or service they ultimately buy? This is
information that can help you in establishing working lead nurturing
plans. You can create campaigns designed to maximize this
marketing channel, to find quality leads, and to enhance your sales
effort.
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Sending Emails
Make sure each email you send out has a clear purpose and a
call-to-action. What do you want that person to do when they
open your email? It might be to direct them to a landing page on
your website. It could be to share an offer with friends and family
over social media. It might be to download a new white paper or
ebook on your website.
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Even if someone is on your email list, that does not mean they are a
qualified lead yet. You can send out an email asking them to go to
a landing page. That landing page may offer special promotions
or discounts. The landing page can take them further into the sales
funnel and make them more likely to become a paying customer.
When they sign up for this further offer, they are re-converting
themselves into more qualified leads.
The landing page is part of your campaign. Your email messages
and landing pages must be consistent in message, offer, and look.
This will promote the visitors trust in the offer.
You can find many ways to measure your marketing emails. Some of
the metrics include the rate of successful delivery, the rate messages
are opened, the rate of unsubscription, click-through rate, list growth
rate, email-forwarding rate, and many others.
Here are a couple of key ones to follow:
Click-Through Rate (CTR) - This metric measures how many people
you emailed actually clicked on the embedded links. This metric will
give you an idea of how effective your marketing messages really
are. You can try different offers, change email subject lines, create
new CTAs, and tweak other parts of the email campaign and see
the effect on the CTR.
Conversion Rate - This metric measures how many clicks-throughs
actually turned into re-conversions on the landing page. How many
people opt-in for the offer or product? This is the greatest measure
of how well your email marketing actually does. The higher this rate
is, the more relevant and compelling your offer is to your target
audience. Your conversion rate depends also on your landing page
and the effectiveness of your offer. Test different offers and different
landing pages to find the ideal mix.
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Step
Over 270 million people in the United States own some sort
of mobile device.
What does this mean? You need to keep mobile devices in mind
when developing an Internet marketing campaign. This means
creating quality content that people can enjoy and share using their
mobile devices, like tablets and smartphones.
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Both options are being used by companies around the world. At first,
only the big companies had mobile-friendly websites. Today, the
expectation is that most companies will.
Before deciding which option is best for your company, you need
to assess your website content. What information do you need to
present to mobile device users? These users want useful information.
They need to access key information with easy to use navigation.
They do not want to wade through tons of text to find what they
need. You may need to remove some content for mobile users or to
shrink images for mobile device viewing.
Remember that many mobile device users use their fingers for
navigating. Buttons should be easy to press with the fingertip. Font
sizes may be different for easy viewing on a mobile device.
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Mobile bandwidth costs will likely continue to rise in the near future. To
keep your visitors happy, keep your videos and downloads very small.
Give the visitor a concise text summary of video or slideshow content.
That means they can get the gist of the content without eating into
expensive bandwidth. If they are on a WiFi connection, they can view
the full-sized version of the video.
Now, all the Internet marketing strategies are in place. You have
a working engine that is producing traffic, generating leads, and
enticing customers. The next step is to make these stategies efficient
and working at optimal levels.
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Step
Analyze &
Refine Strategies
Conclusion
You have all the pieces in place. You have people coming to
your site. This shows up as increased web traffic. You have people
becoming leads. The lead count keeps climbing. You have people
going further down the sales funnel and showing more interest by
re-converting for more offers.
Now is the time to start making adjustments to find what is working
and what is not.
Lets look at some metrics you should be monitoring and get some
suggestions on how to refine your Internet marketing strategy.
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Marketing Grade - The marketing grade offers a measurement
of the weaknesses and strengths of your marketing efforts. The report
will show you information that you can use to optimize your website
and marketing efforts.
Traffic - Traffic is critical for measuring how many people are
visiting your site. Which channel has the largest volume? Which one
has the least? You now have a blueprint of what is working and what
is not. You can make changes and launch campaigns to increase
traffic numbers.
Leads - How many of those new visitors decide to become
leads? You should see a healthy volume of lead generation. Which
of your channels are generating the most leads? Which ones are
not?
Customers - Every customer you get came through a
particular channel. A particular campaign drew them in. You want
to know which campaigns and channels are drawing the most sales.
How many sales did you get this month? Are you improving over last
month? When you see a growth trend, you are on the right track.
You can tell which campaigns and channels are giving you the best
ROI.
Keyword Effectiveness - Back in the first section, we looked
at keyword strategy. You now want to know which keywords are
getting people to come visit. Google Analytics makes this easy.
Which keywords are getting you traffic? Which keywords ended up
with the highest lead generation? Which keywords ended up with
the highest sales?
Cost of Acquiring Customers - All marketing efforts count
towards the bottom line. You want a low cost of acquisition in
comparison with the amount of money a customer can spend. So,
how much are you spending to get a single customer? Outbound
marketing is expensive with direct mail, pop-up ads, and PPC
campaigns. Inbound marketing is lower in cost and should yield a
very low cost for each new customer.
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Comparing New Visitor Count with Repeat Visitor Count - You
want to attract both new and repeat visitors. New visitors show that
your marketing efforts are attracting fresh people to your company
and message. Repeat visitors means you have given those visitors
a good experience and they want to get more. You want to find
the right balance. Some suggest that you need about 15 percent
repeat and 85 percent new. But, your company may be different.
Channel Effectiveness - Keep an eye on your channels. Which
ones are sending you the most traffic? Look at this metric long-term.
Some channels will get a spike on occasion. Also, look for referring
sources. Are some external links bringing you a significant amount of
traffic?
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Conclusion
When someone first mentions Internet marketing, most people see
it as too difficult to even tackle. But, when you break it down step
by step, you can see that you can do it. You will see results. The
information provided here will give you a solid foundation on which
to build your business.
Now you know the fundamentals of building a keyword strategy,
optimizing for search engines, getting traffic to become leads,
nurturing contacts into customers, and how to look at the entire
structure for improvements. All of the industry secrets have been
revealed.
Master these concepts and apply them to your existing strategies
or create new strategies based on these fundamentals. You will
not only see immediate results but will conquer the mysteries or at
least the perceived mysteries of successful internet marketing.
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