Internet Marketing:
A to Z
Presented by:
Greg Clement
What we’re covering...
I’m going to assume you know NOTHING right
now and by the end of this you will have a
SOLID Framework of Internet Marketing.
We are going to cover:
The Basics
Conversion
Traffic
How to be Successful at Internet Marketing
Remember, I’m thinking you know
NOTHING so be patient here
Internet was invented by Al Gore (kidding)
10/29/1969 - It all started, 40 Years ago.
1992 - CERN released the WWW
(more on the next slide)
Present - 73.9% of North America’s
population is online (that includes babies and
the elderly)
87% of Homebuyers, START their search
ONLINE.
What’s the WWW?
The World Wide Web is a system of
interlinked hypertext documents contained on
the Internet. With a web browser, one can
view web pages that may contain text,
images, videos, and other multimedia and
navigate between them using hyperlinks.
What’s a Website?
Def: A website (also spelled Web site or web
site) is a collection of related web pages,
images, videos or other digital assets that are
addressed with a common domain name or IP
address in an Internet Protocol-based
network. A web site is hosted on at least one
web server, accessible via a network such as
the Internet or a private local area network.
Core Website Example
What’s a Blog?
A blog (a contraction of the term "web log")[1] is a type
of website, usually maintained by an individual with
regular entries of commentary, descriptions of events, or
other material such as graphics or video. Entries are
commonly displayed in reverse-chronological order.
"Blog" can also be used as a verb, meaning to maintain
or add content to a blog.
Blog Example
Squeeze Page/Landing Page
Definition: In online marketing a landing
page, sometimes known as a lead capture
page, is the page that appears when a
potential customer clicks on an advertisement
or a search-engine result link. The page will
usually display content that is a logical
extension of the advertisement or link, and that
is optimized to feature specific keywords or
phrases for indexing by search engines.
Squeeze Page/Landing Page
Wikipedia says: A landing page seeks to
persuade a visitor to complete a transaction
such as filling out a form or interacting with
advertisements or other objects on the
landing page, with the goal being the
immediate or eventual sale of a product or
service. If information is to be captured, the
page will usually withhold information until
some minimal amount of visitor information
is provided, typically an email address and
perhaps a name and telephone number as
well – enough to "capture the lead" and add
the prospect to a mailing list.
Squeeze Page/Landing Page
My Definition: A page that
helps you build your list. It
should do only ONE thing and it
should do that one thing
exceptionally well:
Capture That Visitors
Pertinent Info:
E-mail, Phone, Name,
etc...
Squeeze Page Example
For Some People IM is….
But we realized something….
It boils down to only 2 Concepts:
Traffic
&
Conversion.
Let’s tackle Traffic first…
Bottom Line, Traffic = Profits
Traffic is half the battle so
PAY Attention.
We’re getting deeper NOW So no more definitions of WWW.
First, Lets cover the BASICS
1. Traffic is simply getting people to
your site.
Traffic can be free and / or paid.
3. PAID TRAFFIC (Online and
Offline) has to be tested for
Conversion, not just how
much traffic it generates.
ONE Very Important Concept
Traffic should be thought of and
broken up into 2 Types of
Strategies...
1. “Long Term” Traffic (Positioning)
2. “Short Term” Traffic (Instant Results)
Paid Online Traffic – PPC
PPC: Pay Per Click
You set a budget per keyword on what you’re
willing to pay for a “click”.
You then are put into an automated bidding
process,
If someone clicks on your ad,
You pay the amount of the bid for that click.
Paid Online Traffic – PPC cont.
OK, you’re ready to try it
out... Where do you start?
Two great places to start:
Google Adwords
Facebook.com/advertising
CPA Networks
CPA Network Marketing:
“Cost Per Action”
You only pay when the user
gives up information.
Requires a TON of testing
and a proven revenue
generation backend model.
CPM Banner and Display Ads
CPM
“Cost Per thousand”
This is IMPRESSION based
marketing and you pay based
on how many times your ad
has been viewed, not clicked
on.
Now the good stuff – FREE TRAFFIC
FREE Traffic can be BOTH “Long and Short” Term?
Free Online Traffic is where the average person should
be spending their time with the ONLY exception being
“Offline to Online” like postcards, direct mail, newspaper
ads etc...
The Internet really is the Wild Wild West because there
are so many tactics and tricks you can employ to get you
on the first page of the major search engines.
Free Traffic Tactic - VIDEO
Video Works and when you use syndication tools, VIDEO
ROCKS!
Video Syndication Tools:
TrafficGeyser is the World’s most powerful “Video
Syndication” Platform.
Shooting a video one time, putting tags on it, and posting it
takes less than 30 minutes and your search results will last
FOREVER...
Do a combination of generic wide ranging videos with generic
tags and some with very specific tags.
The top 6 results
out of 142,000
results...
VIDEO RESULTS
This is almost 2 YEARS later...
after 10 minutes of work 1 afternoon.
PS - Results looked like this 1 HOUR after we
posted.
Free Traffic Tactic – VIDEO cont.
Online
Video
only
Why does
Video workis
so well?
getting
bigger
and
Google LOVES video and posts
video links
. Rumor
has it is
that the
better
so
now
Google Listen Labs is working on a
way to
listen
to your
content
on
time
to
get
in
FRONT
your video then use the keywords
your video
for natural search.
of inthe
camera…
Free Traffic Tactic Classified Sites
Craigslist is not the only game in
town but when done properly it
works GREAT.
You need multiple accounts, unique
content, multiple e-mail addresses...
Free Traffic Tactic Classified Sites
Olx.com
Oodle.com
Classifieds.livedeal.com
Domesticsale.com
Backpage.com
Usfreeads.com
Walmart.oodle.com
Vast.com
Free Traffic Tactic - Press Releases
Write unique keyword rich content,
put links to your sites throughout,
tag it the right way,
AND you will own Page 1 almost instantly.
It takes time to upload the first time but if
you create a system, it’s quick to do more.
Free Traffic Tactic Press Releases
24-7PressRelease.com
1888PressRelease.com
ClickPress.com
EcommWire.com
Express-Press-Release.com
Free-Press-Release.com
Free-Press-ReleaseCenter.info
I-Newswire.com
NewswireToday.com
PR.com
Free Traffic Tactic – Social Bookmarking
Social bookmarking allows users to
store, organize, share, search and
most importantly rank bookmarks
or links.
Real Estate Voices is a real estate
social bookmarking site that help
users discover the most interesting
articles of the day.
Dwellicious.com
Del.icio.us
Socialmarker.com
Free Traffic Tactic – Article Marketing
By writing valuable articles and releasing
them to be freely republished your
content can be syndicated throughout
thousands of websites quickly and easily.
Include links to your website or squeeze
pages.
Free Traffic Tactic Article
Marketing
ezinearticles.com
ArticlesBase.com
buzzle.com
webpronews.com
goarticles.com
searchwarp.com
articledashboard.com
.articlealley.com
amazines.com
articlesnatch.com
isnare.com
ideamarketers.com
articlecity.com
articlecube.com
submityourarticle.com
free-articles-zone.com
Free Traffic Tactic - Social Media
Social Networking should be a mix
between work and personal.
Become the CENTER OF INFLUENCE in
your local market – Start and Run a FB
Group.
WHY Should you pay attention to
Social Media this Weekend?
 LinkedIN.com:
•Average Age = __
•Average Income = $___
 Facebook.com:
•Average Age = __
•Average Income = $___
 MySpace.com:
•Average Age = __
•Average Income = $___
ANSWER.
LinkedIN.com:
•Average Age = 44.3
•Average Income = $107K
Facebook.com:
•Average Age = 38.4
•Average Income = $78K
MySpace.com:
•Average Age = 31.8
•Average Income = $77K
Free Traffic Tactic - Affiliate Marketing
Have others send emails to their list
driving them to your opt-in pages.
Use the law of reciprocity and
abundance mentality.
Reciprocal Email Promotion (Greg
pause to make sure everyone is paying
attention)
Offline Traffic Source – Direct Mail
Starting with this because we usually end
with this and it gets overlooked.
Direct Mail in the RE Niche is in my opinion
the best Paid Traffic Source, Period.
Mail to Targeted Lists sending them to a
targeted Squeeze Page is a Recipe that WILL
PAY OFF.
Offline Traffic Source – Newspaper
Local Newspapers and Mags are the next best
offline paid traffic generator but requires A TON
of testing to be effective.
Test between 1/8 and 1/16 Banner Ads vs.
Classified Ads. Different Markets dictate
different results.
Test between small local papers, big local
papers, Local RE Magazines, Flyers, School
Newspapers, High School Football
Programs, etc.
Test different versions of copy in each type of
paper.
Remember, it’s not what drives the
most traffic that is best – it’s the most
conversions.
Offline Traffic Source – Radio
Local Terrestrial Radio (regular AM/FM).
• We’ve found that News-talk and Sports will the most RE leads
in but will be male dominated
• Adult Contemporary works the next best and will bring about
60% females in.
Local Internet Radio is REALLY SWEET now! Banner ads to your
site pop up when your ad plays and you only pay for amount of
active listeners. (I know this is really online but it makes more
sense here)
Offline Traffic Source – Outdoor
Outdoor Advertising includes everything
from Full Size Billboards to bus stops to
mobile advertising.
Outdoor requires a time investment to see if
it really pays off. It takes at least 6 months
to determine a billboards effectiveness.
Start small and work your way up if you’re
considering outdoor.
Offline Traffic Source – TV
TV: I only recommend this if you have
SERIOUS cash reserves and you want
to establish a brand presence in your
market.
Instant Results... Powerful Results...
Great Traffic will produce results.
Tons of Traffic to a bad converting site, will
still produce money, just a smaller percentage
Tons of Traffic to a GREAT CONVERTING site = GOLD
Good Conversion = Good Testing
Internet Marketing is ART + SCIENCE.
You MUST Test everything! If you use our
pages, they’ve been tested and work BUT….
Realeflow Labs Testing - Heat Maps
Conversion Performance Lifts
“Chunk” Your Copy to Increase
Number of Reads.
Your text should be broken up into
short paragraphs.
This is PROVEN to increase amounts of
total reads and if people read your
stuff, they will convert.
Conversion Performance Lifts
USE Captivating Headlines
“Sell your house in 48 hours or less”
“Learn how to make $ in x days.”
“Discover new techniques to save
your home and reduce your
payments”
Conversion Performance Lifts
Use your Psychological Triggers
(Module 4)
Social Proof,
Reciprocity,
Scarcity,
Anticipation,
Reason Why,
Controversy,
Liking,
Commitment and Consistency,
Stories
and the Take Away...
Slightly Advanced Conversion
You can use Google Analytics to see exactly
what’s going on with your sites.
Analytics will tell you everything need to
know about where traffic is coming from,
what conversions are, exit rates, bounce
rates, time on site, and much, much more.
How to be successful at IM?
Step 1: “Get” the BASICS. You have to really get it so
I hope this was a step in the right direction.
Step 2: Become the Architect, not the builder. Build
the plan, execute the plan, tweak the plan. Your
“plan” should be to build a list or lists. Outsource
and build a team over time (in house or VA’s)
How to be successful at IM?
Step 3: Be Yourself but find an edge or some
unique selling point about yourself.
Just as anything, relationships are the KEY
HERE. Relationship with your list, your
existing customers, your affiliates, and your
Social Network.
How to be successful at IM?
Step 4: The Devil is in the Details. Automate as
much as possible but you will need to analyze,
track, measure and improve all the time.
Step 5: Monetize your list. There’s a lot of ways
to go here but if you have a relationship, they
will look at your stuff or the stuff that you send
their way with your affiliate link.
How to be successful at IM?
Step 6: You can’t just sell to your list. You
have to add value ALL the time. Give your list
reasons to listen to you. Become the expert.
Step 7: Innovate and Create. Push the
envelope and try new things.
Conclusion
If nothing else, Take this away from
this Presentation:
Traffic + Conversion = SUCCESS
We take care of the conversion for you
so focus on traffic right now.