Internet Marketing: How to Use Low-Cost Marketing Tactics to Grow Your Business

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1 Internet Marketing: How to Use Low-Cost Marketing Tactics to Grow Your Business COURSE NUMBER 439 Prepared By: Murray Johannsen For: UCLA Extension 1

2 Course Title: Using the Internet for Entrepreneurial Marketing Quarter: Instructor: Meeting Times: Location: Office Hours: Spring, 2011 Murray Johannsen Six Weeks On-line Class N/A OVERVIEW Smart use of the Internet allows smaller enterprises to level the competitive playing field. This course concentrates on practical promotional tools designed for business owners, marketing managers, Webmasters, and business development executives charged with generating sales leads and growing revenue. Instruction examines low-cost Internet promotional tactics, including: optimizing landing pages, writing pages to appear high on search engines, generating traffic via gateways and hubs, search engine optimization tools, how to list with search engines, the secrets of reciprocal linking, how to run effective campaigns, using pay-per-click services, and Web site lead generation techniques. Students also learn about a number of free resources and low-cost tools to help manage their marketing efforts, including how to use Internet publicity and press releases--one of the more neglected forms of "free" promotion. Participants leave the class with the ability to apply the learning in the classroom to build sales and revenue in real businesses. METHODS OF INSTRUCTION This is a practical, hands-on course. We will use a variety of learning methods. These include: Streamed video, case studies, text articles from the Internet, and listening to podcasts The exercises, discussions, and assignments serve as means to apply the theory learned in week to your work situation. You are strongly encouraged to participate and share information with the rest of the week. TEXT 1

3 APPLICATION OF LEARNING SME Internet Marketing Guide by Murray Johannsen There is no grade for the class. However, you can receive feedback. However, the true measure of receive from the class is how you apply the learning. Quizes From time to time, you can take a quiz to test your ability to recall information from the readings. Types of questions asked will include multiple choice, true/false and matching. Part of each exam will include short answer questions. Internet Resources Part of the ability to being a successful in the field of marketing resides in the ability to access free information. For this assignment you can send up to four to six Internet URLs and come up with a short description of each URL. Be sure to stay away from sites that are targeted to MNCs or other large businesses, me sites, or outrageously commercial sites. For example, you can send sites on how to appear high on a search engine, design banner ads, create graphics, access images, design a site, etc. Or you may focus on the marketing of the site through the Internet. This assignment is based. To complete a given portion of the assignment, your URL and short description to the instructor. We will do this at the beginning of the second week and the five week. This is an optional assignment so if you chose not to submit URLs, you will not receive any from other students. Competitive Benchmarking of a Web Site Choose at least one website to benchmark. It could be a competitor s site or a site that is best in class. If it is a best in class site, you will be looking at the features that you might like to include in your own site. If it is a competitors site, you will do this, but also look for weaknesses that you can exploit. Since you could have hundreds of competitors, try to choose one or two finalists in the dog show. Prepare a one-page to two page overview that covers the following items as a minimum: Site s Market Niche Positioning (key words or phrases used) Business model/revenue sources Internet Marketing Tactics used Marketing tactics probably used Strengths of the site Weaknesses of the site Ideas you can use in your marketing program Individual Project 2

4 The project will be your plan to accomplish three objectives within twelve months: 1. Double or triple of the number of page views 2. Increase by a factor of 2 the number of leads generated by the site 3. Increase sales from the site by 50 percent (if the site has ecommerce capability) Of course, one can spend a tremendous amount of money and one can meet these goals in a month. However, you want to be frugal since you most likely have a very limited budget but have a great deal of time. A large budget wasted increases the risk of your being fired if things don t work out. COURSE CONTENTS AND ASSIGNMENTS Ap rr ii l 11 22, Description Assignment(s) W ee ee kk 11a : IIn tt ee rrn ee tt Ma rr kk ee tt iin gg Ov ee rrv ii eew Internet marketing shares some common characteristics of traditional marketing, but in many respects it is different a different set of rules. So different, in fact, that success in traditional marketing does not guarantee success with Internet marketing. Overview of Internet Marketing Recent Trends and New Opportunities a. Understand the general Internet marketing trends that favor an ecommerce venture. b. Understand how Internet marketing differs from traditional marketing. See Blackboard for more details. What is listed in the syllabus is for your overview. Reading SME Internet Marketing Guide: Chapter 1 Ap rr ii l 11 22, Description Assignment(s) W ee ee kk 11 bb : P oo ss ii tt ii oon iin gg and D ii ff ff ee rr een tt iia tt ii oon The way you approach positioning and differentiation is very different. In this session learn the key differences; important trends; how to differentiate and position your web site. Positioning and Differentiation Developing Key Word Families a. Discover the major elements of a successful positioning effort to differentiate your site from competitors. Develop a positioning statement. Develop a master set of key words. 3

5 Reading SME Internet Marketing Guide: Chapter 2 Ap rr ii l 11 99, Description Assignment(s) W ee ee kk 22 G een ee rra tt iin gg F rr ee ee T rra ff ff ii cc W ii tth O rr ggan ii cc SS eea rr cch Making it easy for potential customers to find you when this wish to buy or find out more information is a critical part of a well-oiled marketing program. Having them find you without any out of pocket expenses is essential to driving down the cost of customer acquisition a key marketing goal. After all, if you are paying nothing for a lead that converts to a customer while a competitor pays $10, you have an undeniable cost advantage. The Major Search Engines Listing with Directories Listing With Search Engines Success Elements for Organic Search Local Search a. Understand how to use different types of search. b. Understand how you can use the top three search engines. c. Understand one key to getting your site found on the Internet knows how to use key words and phrases. Benchmark a competitor s site to determine the key words they are using. Determine from your analysis a new opportunity to bring traffic to the site. Reading SME Internet Marketing Guide: Chapter 3 4

6 Description Assignment(s) Ap rr ii l 22 66, W ee ee kk 33 : IIn cc rr eea ss iin gg T rra ff ff ii cc Th rr oou ggh a Pay-P- ee rr - Cl ii cc kk Campa ii ggn While more expensive than organic search, PPC campaigns show quick results and are easy to get started; But success ultimately depends on having a good understanding of how to integrate PPC into an existing business model. One also needs to understand the differences between the major vendors to determine whether Yahoo or Google best meet s ones business objectives and know how to write compelling ads. Pay-Per-Click (PPC) Elements Yahoo: Sponsored Search (formerly Overture) Ad Writing Techniques Case Study: Google Adwords a. Understand how Google and Yahoo determines ad placement. b. Know how to write a good ad. c. Develop the business model Presentation of benchmark study Develop a PPC ad Determine how to link to a landing page Calculate the estimated margin from a PPC campaign Reading SME Internet Marketing Guide: Chapter 4 5

7 Description Assignments May 33, W ee ee kk 44 F iin ee -Tun- iin gg Y oou rr Pa gg ee ss : Ga tt eeway Pa gg ee Op tt iim ii zza tt ii oon Few pages work that well when they are first generated. The creator must often tweak them several times to get them to produce good results. This process is known as page optimization. For gateway pages we want to get them to rank higher on a search engine. While for landing pages, we want them to generate more leads or more sales. Increasing Traffic By Optimizing Gateway Pages a. Understand the key elements of web page design for search engine optimization. b. Know how to use page metatags. c. Analyze a gateway page to learn how to optimize it. Analyze a gateway page to improve it s rank Getting a landing page to work better. Reading SME Internet Marketing Guide: Chapter 5 Description Assignments May 110, W ee ee kk 55 IIn cc rr eea ss iin gg T rra ff ff ii cc Th rr oou ggh C oomm ee rr cc iia l R ee lal tt ii oon ssh iip ss and R ee cc iip rr oo cca l L iin kk ss Setting up reciprocal links is a free tool to increase page rank in search engines. Affiliate programs, cost more but bring a more customers if one wants to share your revenues with others. Increasing Traffic Through Reciprocal Linking Evaluating Affiliate Programs a. Understand the major elements required to run a successful affiliate program. b. Discover what to do and not do to find links that work for your site. Put together a business model for an affiliate program. Determine how to set up a robust affiliate program. Reading SME Internet Marketing Guide: Chapter 6 May 11 77,

8 Description Assignments W ee ee kk 66 SS ii tt ee Op tt iim ii zza tt ii oon There is a Sioux Indian saying which goes, If you don t know where you are, you don t know were you are going. To know where one is, one needs to have a robust program of site marketing indicators. One also has to do a good job of establishing an indicator one cannot measure trust. Today, consumers are becoming more worried about protection of their privacy and pocketbook. Site Metrics Establishing Trust Barbarians at the Gate: The Threat to Ecommerce Landing Page Conversion Review a number of vendors that supply site metrics. Realize that security is an increasingly important aspect that must be factored into marketing strategy. Identify a number of techniques web masters can use to establish trust. Discover techniques that one can use to increase landing page conversion rates.. Discover techniques that one can use to increase conversion rates Presentation of individual marketing projects Define a set of marketing indicators. Readings SME Internet Marketing Guide: Chapter 7 7

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