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Standard Marketing - ebook - The ABC of Internet Marketing

Standard Marketing - ebook

The ABC’s of Internet Marketing


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Table of Contents

1. Introduction - 3

2.GettingTrafficToYourWebsite-5

3. Capturing Prospects’ Information - 7

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

5.HowStandardMarketingCanHelp-13








1. Introduction








Althoughtherearemoreandmorewebsitesontheinternetallthetime,almostnobodyisdoinginternetmarketingwell.Mostpeoplesimplydon’tunderstandit.We’dliketoexplainitherewithouttheindustryjargonyoumayhaveheardinotherplaces,soyoucanseethatit’sactuallyquite simple.

Thereareonly3parts:

Gettingtraffictoyourwebsite.

Capturing prospects’ contact information.

Having a process to convert prospects into customers.

Traffic Prospects Customers

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2.GettingTrafficToYourWebsite








Googlehas85%ofthesearchmarketinCanada,soallwehavetodotogettraffictoyourwebsiteisgethighrankingsonGooglefortherightkeywords.TounderstandhowtogethighrankingsonGooglefortherightkeywordsyouhavetoputyourselfinGoogle’sshoes. Googlewantstoshowpeoplewhousetheirsearchenginetheverybestsearchresults,thatis,thewebsitesthathavethebestinformationonwhattheyarelookingfor.IftheydothatmorepeoplewilluseGoogle,andGooglewillmakemoremoney.AlmostallofGoogle’srevenuecomesfrompeopleclickingtheirads.WhenmorepeopleuseGooglemorepeopleclicktheirads. SoGooglewantstogivehighrankingstowebsitesthathavealotofgoodinformation,andareaddingmoreinformationallthetime.Ifinformationisaddedallthetimeitwillbecurrent.Googlespendsbillionsofdollarseveryyearlookingforwebsitesthathavealotofup-to-datecontent,thatpeoplewillseeasanauthorityintheirfield.








Thereareonly5thingsyouneedtodotogethighrankingsonGooglefortherightkeywords:

2. ContentYouneedtobecontinuallyaddingoriginalarticlesandinformationtoyourwebsitethatyourcustomersandprospectswouldbeinterestedin.ThisiswhyBloggingissoimportant.Eacharticleshouldincludeyourtargetkeywordsonceortwiceinanaturalsoundingway.

3. Social Media

Youneedtohaveatleastthebasicsocialmediaaccounts.Google+isanabsoluteimperative.Facebook,andperhapsothersdependingonyoursituation can also be good. It’s good to participate in conversations to encouragepeopletotalkaboutyou.IfpeoplearetalkingaboutyouonsocialmediaGoogletakesitasasignyourwebsiteisimportantsotheywillgiveyouhigherrankings.Socialmediacanalsobeusedtobringpeopletoyourwebsite.

1. KeywordsYouneedtousetheGoogleKeywordPlannertofindthewordsyourprospectsaresearchingforwhenthey’relookingforyourservices.TofindtheGoogleKeywordPlannerjustsearchonGoogle.YouhavetosignupforaGoogleAdwordsaccountbutyoudon’thavetospendanymoney.ThekeywordphraseyouchoosemustbeonethatyouhavetheresourcestogetyourwebsiteinthetophalfofpageoneofGoogle,orallyoureffortswillbewasted.








5. Technical Issues

Thereareanumberoftechnicalthingsthatreallyhelpyourrankings.IfyouputyourtargetkeywordsinyourTitleTag,inyourH1Tag,Alttag,ininternallinks,andafewtimesinthetextonyourpages,especiallyyourhomepage,itwillgreatlyhelpyourrankings.Googlelooksinthoseplacestoseewhatyourwebsiteisabout.Italsohelpstohaveyourblogrightonyourwebsite,andnottouseframesortosplityourwebsiteintosubdomains.WithlargerwebsitesitcanhelptouseMetadata,andhaveanXMLsitemap.

4. Inbound Links

Youneedtohaveotherwebsitesaddingalinkontheirwebsitethat,whenclicked,takespeopletoyourwebsite.ThisiscalledanInboundLink.Usuallyitdoesn’tmatterifanybodyeverclicksthoselinks.Justthefactthatthey’rethereisanimportantindicationtoGooglethatyourwebsiteisanauthorityinyourindustryanddeserveshigherrankings.








3. Capturing Prospects’ Information








Capturing prospects’ contact information is importantsoyoucancommunicatewiththem.Sometimespeoplewillbuyorcontactyouonthefirstvisittoyourwebsite,butsometimestheywanttothinkitoverordomoreresearch.Inordertofollowupwiththeseprospectsweneedtheircontact information.

Therearemanystrategiestocaptureprospects’contact information. All these strategies are about givingthemsomethingforfreethatwillinterestthemenoughtogiveyoutheirnameandemailaddress.Wecallthis“TheHook”.Itcouldbeafreesample,orfreeservice,afreeestimate,aconsultation,orsomeinformationtheycan’tgeteasilysomewhereelse.ThemoreyourHookistargetedtoyourprospects,andthemoreattractiveitis,themoreemailaddressesyouwillcapture.








4. Having A Process To Convert Prospects Into Customers








Thefirstpartoftheprocesstogetprospectstobuyisthewebsiteitself.It’saboutputtingtherightinformationintherightplaces–whytodobusinesswithyou,whytotrustyou-andencouragingthemtotaketheappropriateactionnow,sothosethatarereadytodecidenowwillcontactyounow.Andyouneedtoactuallyaskthemtocall,thatis,haveaCallToAction.

Thesecondpartoftheprocessisforthoseprospectswhodon’tcontactyourightaway,tonurturethemuntilthey’rereadytobuy.Themosteffectivewaytodothatiswithemail.Perhapsonceamonthforayearormoreyousendthemapersonalizedemailthatoffersthemsomekindofvalueatnocharge.Theemailsareshortandincludeagentleinvitationtocontactyou.Prospectslearnthatyouandyourcompanyoffervalueandexcellentservice,andyou’recontinuallyremindingthemofyourpresence.Apersonalizednurturingemailseriescanbethemostcosteffectivemarketingyou’veever done.

CBDA








5.HowStandardMarketingCanHelp








We Get To Know Your Business -Firstwegetagoodunderstandingofyourbusiness,yourclients,yourneedsandgoals.We’renotheretoreinventyourcompanybuttobuildonyourstrengths.

We Look At Your Entire Internet Presence-Thenwelookatyourwholeinternetpresence–yourwebsite,yoursocialmedia,yourcurrentrankingsonGoogle,andeverylinkontheinternetthatpointstoyourwebsite.Andwelookatyourcompetition.Welookatthewholepicture.

We Show You What’s Right For You-SomanypeoplemakeInternetMarketingcomplicatedsayingthingslike“YouneedFacebook”.Wesay“Maybeyoudo,maybeyoudon’t”.It’satrafficstrategy.That’sallitis,oneofmany.Welookatallthepossibilities-allthetrafficstrategies,allthecontactinformationstrategies,andalltheclosingstrategiesforyourparticularbusiness,foryourtargetclients,andforthisparticulartime.Andifit’sappropriatewefitFacebookintoyourstrategyintermsofpriority,andhowitworkswithalltheotherpartsofyourstrategy.

We Do The Most Effective Things First-ThenwepicktheTraffic,ContactInformation,andClosingstrategiesthatwillmakeyouthemostmoneyintheleastamountoftime,andwedothosefirst.

604 722-9375

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Let’stalkabouthowwecanhelpyourbusinessgrow.






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By Ken Lapp

Afteralongandsuccessfulcareerintraditionalmarketing,KenstartedStandardMarketingLtdin1999,buildingwebsitesanddoinginternetmarketing.

KenhaspassionforInternetMarketingforthreereasons:

1.It’saboutcreatingadialoguewithindividualclientsandprospects,notpushinginformationatthemasses.

2.It’saboutgettingprospectstocometoyouattheexacttimethey’rereadytobuy.

3.It’scompletelyaccountable.Youcanknowexactlyhowmuchbusinessyou’remakingfromyourwebsite.




