Internet Marketing. Facts, Fabrications & a Few Fundamentals

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Aleesha Harmon
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1 Internet Marketing Facts, Fabrications & a Few Fundamentals

2 In the early years of the internet it was easy to find a website. First, there were so few of them. Second, there were only 2 or 3 places to search for them. So it was easy to see how a small company with a one page website could be easily found and profit from their internet presence. Times have certainly changed. The internet has been adopted as a form of marketing media faster than any other venue including radio and television. What used to take years for people to grasp is now being adopted at light speed. Consider this, it took over 20 years for Americans to have a radio in virtually every home. It took about 13 years for television to be a household staple. Today the internet is virtually indispensible as a form of communication, research, and connection to others. Internet marketing encompasses all aspects of promoting a business online. This definition includes: search engine optimizaton, pay per click advertising, social media, article submissions, blogging, broadcast services and etc. The ways business go about marketing online includes innovative ideas like Groupon, which promotes a product or service through deep discounts based on quantity of sales. Specialty sites like Ebay and Amazon have been staples in marketing new (and used) products through alternative channels. In 1996, there were few businesses online and an equal number of users all trying to figure out what exactly the internet would mean to their bottom line. In % of US internet users were using search engines to find information among approximately 606 million pages. Today there are over 220 million internet users in

The internet has been adopted as a form of marketing media faster than any other venue including radio and television. What used to take years for people to grasp is now being adopted at light speed.

3 the United States searching through billion pages, and that number is projected to be underestimated. Marketing your business online is a necessary part of business today. Online retail sales surpassed $45 billion in 2002, Forrestor research predicts online sales to reach $250 billion by Fourty-eight percent of all in-store retail sales in 2010 were based on research through the web. Even services like attorneys, real estate agents, massage therapists, plumbers and more are finding that having their businesses listed online is a must. In the last 2.5 years social media has exploded. As of 2010, 70% of American internet users participate in social media representing 22% of their overall time online. Businesses use social media to bolster their brand, increase referrals and excel at customer service. Unfortunately, with any emerging industry there is the potential for misinformation and even scams that prey on the internet novice. Here then are a few of the myths associated with internet marketing. Myth: Anyone can be an internet marketer. Fact: By broad definition maybe. But in reality, a true internet marketer will have comprehensive knowledge of all aspects of advertising online. Like a doctor or lawyer, you can't just hang out a shingle proclaiming yourself as an internet marketers. A true internet marketer will have years of expertise and education (college or experience based).

Fourty-eight percent of all in-store retail sales in 2010 were based on research through the web.

4 They keep up with the current trends and keep clients informed as well. It's a full time profession, not a part time job. Myth: If you build it they will come - to your website. Fact: You may think of your website as the 'field of dreams' but the reality is that having a professionally designed website is just 1/3 of an internet marketing program. And as you know, you can't sit on a stool with only 2 legs. Today's effective internet marketing strategy includes: user friendly, professional website, search based marketing & social based marketing. Myth: You must submit your site to search engines to be listed. Fact: It's pretty easy to be listed in the search engines without going through any type of submission service. The sofistication of search engines today allows them to scan the web quickly for recent additions. The key isn't getting listed, it's getting listed near the top of search engines. This is why you'll need search based marketing. Myth: All visits start at the front page of a website. Fact: The goal of search engines is to provide the most relevant results. The most relevant result to any search may be the frequent questions page of your website, or the product/service descriptions page. In this case searchers will enter through those pages. That's why each page of the website must be well equipped to take your visitor through the sales process. Myth: Buying or trading links is necessary to get better search

And as you know, you can't sit on a stool with only 2 legs.

5 rankings. Fact: Buying or trading links isn't the best idea. When buying links you risk the search engines blacklisting your site (removing it from the search engines). Trading links with the wrong kind of websites won't increase your rankings for your best key phrases. Instead of trying to "cheat the system" your best bet is to offer and publicize good content that people will naturally want to link to. These are the very best types of links and will result in higher rankings. Myth: Once I achieve high search rankings, I'll have more business. Fact: Being at the top of any search engine won't guarantee more business. This is where website usability becomes important. There is a whole segment of internet marketing based on human factors psychology. If you know how your visitors will respond to the site on a cognitive level you'll have a greater ability to convert visitors into customers. Myth: Pay per click advertising is expensive. Fact: A well managed pay per click campaign will produce leads at the lowest click through rate. The key is to have a high quality score and specific landing page for the key terms with a good conversion plan. Myth: Asking for addresses or other information from website visitors is wrong, bad, evil. Fact: If you have something of value like a newsletter, white paper or special research, asking for an address is absolutely acceptable. If people ask to receive information from you by

Instead of trying to "cheat the system" your best bet is to offer and publicize good content that people will naturally want to link to.

6 completing a form, then you should take that information and, respectfully, market your business to the individuals. Think of before the internet, how did you market your business to a lead? Telephone calls, direct mail? Now it is acceptable, and necessary, to market your business to people who have given you permission. Myth: My customers don't use social media. Fact: The number of people who purchase based upon the referral from another is over 78%. Where do they get these referrals? Through social media. Millions of times a day people ask for the opinion of others: "does anyone know a good optometrist near downtown Chicago?", "who do you trust to repair your car?" Myth: Only young people use FaceBook, Twitter etc. Fact: The fastest growing population on key social media sites are the baby boomers and retired people. They connect with family and friends at a surprising rate. They too ask for and listen to the advise and referrals that others discuss. Myth: My business can't use a blog. Fact: Business blogs, when maintained, often get more attention than the website. Blogs provide a great way for potential customers to get to know you and feel comfortable approaching you to do business. They are often the gateway to your company website, they keep your customers informed & they can help in recruiting qualified help. When I first started working with the internet in 1996, the web was still new. Many companies had no idea that the internet would

Fact: The number of people who purchase based upon the referral from another is over 78%. Where do they get these referrals? Through social media.

7 become as popular as it has. Now that the internet has saturated the world, taking it's toll on newspapers, phone directories and other 'traditional' media, the impact of internet marketing is prominent. Everywhere we look there is a web address of a business or a web based business advertising their innovations. If you missed the landrush, now is the time to strike out and stake your claim with a solid, all inclusive internet marketing strategy For more information about getting more business for your business online, please feel free to contact the Internet Idea Girl Teajai Stradley. tj@myideagirl.com Toll Free:

prominent. Everywhere we look there is a web address of a business or a web based business advertising their innovations.

Chapter 2. The Elements of Internet Marketing

Chapter 2. The Elements of Internet Marketing Chapter 2 The Elements of Internet Marketing Everyone is concerned about how to market their business in the new age of the internet. In the early years, just having a website was enough. Soon it became