Professional Documents
Culture Documents
3
Internet Marketing for Newbies
For
Ivan
4
Internet Marketing for Newbies
5
Internet Marketing for Newbies
INTRODUCTION....................................................................................................................10
...................................................................................................................................................13
Email Marketing.............................................................................................................51
Social networks..............................................................................................................52
Trends in social networking...................................................................................................53
Social media...................................................................................................................55
Subsites and microsites..................................................................................................56
Blogs...............................................................................................................................57
Mashups, feeds and gadgets...........................................................................................59
Browser based traffic.....................................................................................................60
Organization...................................................................................................................61
User experience..............................................................................................................62
CHAPTER 3 QUIZ......................................................................................................................64
DOMAIN NAMES........................................................................................................................69
Where to get a domain name..........................................................................................71
Choosing the right name for you....................................................................................72
How domains work.........................................................................................................72
HOSTING.................................................................................................................................73
Do it yourself sites..........................................................................................................75
Third party site building tools........................................................................................75
WYSIWYG.......................................................................................................................76
Software..........................................................................................................................77
Professional help............................................................................................................77
CHAPTER 4 QUIZ......................................................................................................................78
....................................................................................................................................................82
PROMOTIONAL..........................................................................................................................85
INFORMATIONAL ......................................................................................................................85
KPI's ..............................................................................................................................86
Web analytics ................................................................................................................87
Webtrends .............................................................................................................................88
Google Analytics ..................................................................................................................89
7
Internet Marketing for Newbies
CONCLUSION......................................................................................................................106
8
Internet Marketing for Newbies
9
Internet Marketing for Newbies
Introduction
I was watching TV one lazy Saturday morning
when I saw an advertisement for an educational
package selling DVD’s about how to make money
with your own website. My first thought was “this is
kind of cheesy, I could make something like that.”
Then I thought about how this company probably
made a million dollars in sales while I was sitting
there bagging on their commercial. If I could create
something like that, then why don’t I?
I’m foregoing the bad acting and poorly lit
infomercial. This book is more my style. Once I got
started writing I found myself pouring out more and
more information. One thought lead to the next and I
ended up with what I believe to be an excellent
primer for marketing on the Internet for
entrepreneurs, students, and executives alike. There
may even be a new trick or two in here for seasoned
veterans.
My background is marketing, but I have had the
advantage of working with and seeing many sides of
how the Internet works. The best sites are built by a
team that understands design and user experience
on the front end and making the site work technically
10
Internet Marketing for Newbies
11
Internet Marketing for Newbies
Michael Daehn
MichaelDaehn.com
12
Internet Marketing for Newbies
13
Internet Marketing for Newbies
14
Internet Marketing for Newbies
15
Internet Marketing for Newbies
Chapter 1 Quiz
1. How many people were estimated to be on
the Internet in March 2008?
A. 1.4 Million
B.144 Million
C. 1.4 Billion
D. 14 Billion
19
Internet Marketing for Newbies
20
Internet Marketing for Newbies
Answers: 1C 2C 3A 4B 5D 6A 7B 8C 9D 10D
21
Internet Marketing for Newbies
22
Internet Marketing for Newbies
Selling Products
For the past 100 years the best way for most
manufacturers to get their product to market was to
use some type of intermediary. Salesmen,
wholesalers and retailers provided a great service in
getting products to market. With the Internet the
creators can now go straight to the consumers.
Authors can sell directly to their readers. And if you
would rather have some help, there are now masses
of people willing to help you distribute your product
via their websites. Times have changed indeed.
So the first way you can make money on the
Internet is to sell products, either yours or someone
else’s, directly to the public. These types of sites
usually require some kind of electronic shopping cart
so that you can allow people to pay for products.
23
Internet Marketing for Newbies
Selling Services
Of course not all products are physical and
selling services has never been easier when using the
Internet. Now lawyers, consultants and educators can
provide information and/or advice and charge for it
through their website. Using tools like Internet files,
discussion boards, and web conferencing makes
these professional services available to a wider
audience. Location is no longer an issue.
Driving Traffic
Not everyone wants to sell products or services
from their website, but they do need to drive traffic
to their business. Creating your own web page is a
great way to get people in the door of your physical
location. Why pay for a small ad in the corner of the
Yellow Pages when you can have your own full
featured web pages with all the advertising and
24
Internet Marketing for Newbies
Selling Traffic
Maybe you don’t have anything to sell, but you
do have something to say. Having a highly trafficked
website is a great way to make money. Selling ad
space on your site is one of the best and most
popular ways to make money on the Internet. The
more eyeballs you have viewing your page, the more
you can charge advertisers to place their ads.
Physical Products
The Internet is a great place to sell physical
products. Consumers are flocking to the web to find
deals that can’t be found in retail locations due to all
of the middlemen involved. By taking your product
directly to the customer they save money and you
make more profit.
For example, when an author works with a
publisher there are lots of in between people:
• Author
25
Internet Marketing for Newbies
• Publisher
• Book Wholesaler
• Book Retailer
• Customer
Offering Services
The Internet is a terrific way for service providers
to connect with their customers and meet the needs
of their customers even if it is not face to face. Here
are some of the services you can now provide to
customers through your website:
• Consulting
• Education
26
Internet Marketing for Newbies
• Advice
• Resource Management
• Recommendations
Providing Information
The Internet is a fantastic way to reach your target
audience and sell information. If you have access to a
database or specialized information you can charge
your customers to view it. Here are some of the types
of information sites where you can make money:
• Real Estate
• Investing
• People Finding
• Consumer Reports
• Book Summaries
27
Internet Marketing for Newbies
Selling Advertising
Maybe you don’t have any of your own products
or services to sell, but you have a lot of people
visiting your site. You can monetize the “eyeballs”
you have viewing your site’s content by selling
advertising to other people.
You may have heard of some of the 17 year old
kids that started blogs that are now raking in $15-
20K a month. They took a hobby like trains or fishing
and starting writing about it. After a while they had a
huge audience coming to read their reviews of new
products, or to comment on their stories.
Advertisers were eager to be on sites where
people were going to promote their products. They
were able to sell their related products to a targeted
audience and the kids started raking in the dollars by
placing ads on their websites.
Keywords
Instead of banners, you can allow for small text
advertisements to appear on your site. Google has a
great advertising program that anyone can sign up
for called Adsense. Google looks at the “key words”
used on your site and displays relevant advertising
based on your content.
Go to google.com and sign up for a free Google
account. Once you have a Google account you can
sign up for the Adsense program. They will walk you
through how to put the ads on your site and you
make money anytime someone clicks on an ad.
29
Internet Marketing for Newbies
30
Internet Marketing for Newbies
• Audio
• Flash demos
32
Internet Marketing for Newbies
Chapter 2 Quiz
1. In the past manufacturers relied on _____ to
get their products to market.
A. Intermediaries
B. Trains
C. Websites
D. Warehouses
33
Internet Marketing for Newbies
C. Anyone
D. None of the above
A. Friends
B. Websites
C. Profit
D. Expenses
35
Internet Marketing for Newbies
Answers: 1A 2D 3C 4D 5C 6C 7D 8B 9A 10D
36
Internet Marketing for Newbies
37
Internet Marketing for Newbies
38
Internet Marketing for Newbies
Search Engines
Most people use a search engine to look for
information on the web. Google is the most popular
search engine today, but others include Ask, Yahoo!
39
Internet Marketing for Newbies
40
Internet Marketing for Newbies
41
Internet Marketing for Newbies
43
Internet Marketing for Newbies
44
Internet Marketing for Newbies
45
Internet Marketing for Newbies
Google Juice
Though PageRank is the official name, many
people call page ranking Google Juice. When a high
ranking site links to a lower ranking site they can
bring up the rank of the lower site, and vice versa. If
you can get a high ranking site to link to you that’s
good news, but be careful about linking to low ranked
sites because it can take away from your own
ranking. It’s better to get the juice than to give it.
The easiest way to see your PageRank is to
install the Google Toolbar. Not only will you know
your PageRank, but you can see the PageRank of any
site you visit or that you link to yourself.
Notice that my site only ranks 2/10, but it is still
the #1 ranking for Michael Daehn. This says two
things; first, my name is relatively unique so it still
46
Internet Marketing for Newbies
Link Love
When you link to a site, you are essentially
voting for that site, and in a way telling Google you
think it is a valuable piece of Internet real-estate. It is
usually a good idea to link to people and sites you
think are valuable to your visitors. It helps to
establish you and your site as a valuable resource.
Because linking to another site helps their rankings it
is often referred to as showing Link Love.
Link Swapping
47
Internet Marketing for Newbies
Banner Blindness
Many studies have shown that people are good
at ignoring advertising. Site visitors have learned to
hone in on the main content and ignore banners as
demonstrated in the heat map below. The red areas
show where people look the most. Notice that the
text is red and the images and banners are rarely
seen.
49
Internet Marketing for Newbies
Banner blindness
50
Internet Marketing for Newbies
Email Marketing
Email is not new and not as glamorous as some
of the cutting edge web technologies available today,
but done right it can be the number one traffic driver
for your site. The chart below lays out a solid strategy
for any web marketing program using Chuck as your
hypothetical subscriber.
51
Internet Marketing for Newbies
Social networks
Social networks are a great way to engage with
your customers and drive traffic back to your
website. The nice thing is that most of these sites are
free. Be sure to set up a profile for yourself, or your
company, and post links back to your main website.
It’s handy to have some profile information set up
that you can copy and paste onto the various social
media sites where you register.
52
Internet Marketing for Newbies
53
Internet Marketing for Newbies
54
Internet Marketing for Newbies
Social media
Most people lump social networks and social
media together, but for web traffic I view them as
distinct. Social networks require interaction and
communication. Social media sites allow you to
upload content that other people can comment upon
and share with their communities. Social media sites
have a social networking component, and it is
beneficial to cultivate that element, but not required.
So if you have videos, images, white papers,
articles or other media items get them uploaded to
these sites. Even if it is only your company brochure,
be sure to post a copy to the free file sharing sites.
You never know when someone will come across it,
and having links back to your site associated with
this content helps your search results.
YouTube is the most popular video site, but
there are many more out there. By using a service
like TubeMogul, you can post your same video to
many sites at one time. Flickr is the largest photo
sharing site and Scribd has a nice interface for
sharing your documents with the world. Think about
where you audience is and what content you have,
then pick a few of the top social media sites to show
your stuff.
55
Internet Marketing for Newbies
Blogs
Blogs began as a way for people to comment,
share their thoughts and compile information to
share with others on their website. When used
properly, blogs can generate excellent web traffic for
your main site or product. The key is to update often
with relevant content.
57
Internet Marketing for Newbies
Google gadgets
58
Internet Marketing for Newbies
59
Internet Marketing for Newbies
Organization
If you have ever tried to find a missing
document in an unorganized filing cabinet you
understand the need for clearly labeling and
organizing all your files. Your system also needs to be
something that others can understand easily so they
can find the information they are looking for. This will
help the humans viewing your site and the search
61
Internet Marketing for Newbies
User experience
Have you ever been frustrated when visiting a
website because you can not get the information you
need? Getting people to your site is half the battle,
getting them what they came for is the next step.
62
Internet Marketing for Newbies
63
Internet Marketing for Newbies
Chapter 3 Quiz
64
Internet Marketing for Newbies
B. Linkspot
C. Goldspot
D. Golden Triangle
A. Good business
B. Black Hat SEO
C. White Hat SEO
D. All of the above
Answers: 1D 2A 3D 4A 5C 6B 7B 8C 9A 10C
67
Internet Marketing for Newbies
68
Internet Marketing for Newbies
Domain names
A domain name is the title of your website
address. Amazon.com, Facebook.com and
Redcross.org are all examples of domain names. The
last bit at the end of your name is called the domain
name extension. There are lots of extensions
available to choose from:
71
Internet Marketing for Newbies
72
Internet Marketing for Newbies
Hosting
Once you have your domain name picked out
you need to find a place to host your site. If you are
just starting out I suggest you use the same place
you use for your domain. All of your information will
be in one place and you can save yourself some of
the technical details required when you have
domains and sites hosted in different locations.
73
Internet Marketing for Newbies
74
Internet Marketing for Newbies
Do it yourself sites
Again if you have bought a domain and hosting
from a service provider, they will often offer a free or
low cost website builder package. I suggest you give
these a try to get your feet wet.
75
Internet Marketing for Newbies
WYSIWYG
The nice thing about these site building tools is
that they come with editing tools or WYSIWYG’s,
which stands for what you see is what you get. No
knowledge of code or HTML is required. If you can
76
Internet Marketing for Newbies
Software
If you have some coding skills and feel
comfortable with HTML you can build your own site
using programs like DreamWeaver or Notepad and
create your own site. These programs also come in
handy if you decide to tweak a pre-built blog or
website.
Professional help
If you don’t have the time or technical skills I
suggest you find a good professional to build your
site for you. I know some HTML and can tweak a blog,
but when my clients need a professional site I go to
my network of web design professionals.
77
Internet Marketing for Newbies
Chapter 4 Quiz
B. Advertise
C. Spell
D. None of the above
79
Internet Marketing for Newbies
80
Internet Marketing for Newbies
Answers: 1A 2 B 3C 4D 5C 6C 7C 8A 9D 10B
81
Internet Marketing for Newbies
82
Internet Marketing for Newbies
83
Internet Marketing for Newbies
Types of Websites
There are many different types of websites, but
if you really want to make money there are three
main categories:
Commerce sites
These sites focus on selling products directly to
consumers. They have a list of products/services and
a shopping cart or payment method. They usually
require an extra layer of technical expertise to handle
inventory and billing. Many sites are stand alone and
target consumers directly. Many retail locations now
84
Internet Marketing for Newbies
Promotional
Some sites are purely promotional. You can not
purchase the product from the site, but the intention
is to drive sales to other web or real world locations.
Many new movies have a promotional website with a
trailer and viewing information, but you can not
purchase the movie from the site.
Informational
You can use an informational site to establish
yourself as an expert in your market. Many blogs
take this approach. The blog authors post relevant
and useful information on a regular basis. Once you
have built up a loyal following you can recommend
products of service that you provide or sell
advertising for others.
KPI's
Before you begin you need to set some goals of
what you want to measure. These key performance
indicators (KPI's) will help you focus on the most
important data for your situation. A problem many
people face with their analytics is not knowing what
to look at. Your website can track so much
information it can be overwhelming what is important
and what is not. Setting your KPI's in advance will
help greatly.
Web analytics
To get started you will need a web analytics
program. There are many packages available out
there, but I will cover two of the most popular here:
WebTrends and Google Analytics. For these programs
to work you need install a little piece of provided
code on your site.
<script type="text/javascript">
var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." :
"http://www.");
document.write(unescape("%3Cscript src='" + gaJsHost + "google-
analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E"));
</script>
<script type="text/javascript">
var pageTracker = _gat._getTracker("UA-123456-3");
pageTracker._initData();
pageTracker._trackPageview();
</script>
Webtrends
Webtrends is one the best known premium web
analytics programs. The first thing you will notice is
the price. Depending on the size of your site you will
pay hundreds or even thousands of dollars for this
service. There is usually a certain number of reports
you can run and an annual license renewal fee as
well. It is a nice service and provides some in depth
metrics and othe plug-ins from the company you may
find useful.
88
Internet Marketing for Newbies
Google Analytics
The first thing you will notice about Google
Analytics is that is free. If you are not sure where to
start you can take Google Analytics for a test spin
and see what kind of information can be tracked. I
89
Internet Marketing for Newbies
90
Internet Marketing for Newbies
Google Alerts
You have probably heard about measuring web
91
Internet Marketing for Newbies
Blog search
It's a good idea to see when people are blogging
about you too. Sites like Technorati.com allow you to
search blog posts about you and your company. If
you see someone blogging about you, you can visit
92
Internet Marketing for Newbies
Comment search
Google does not index search results for
comments on pages. A great tool for searching
comments is Backtype.com. When you make an
account it also aggregates all of your comments on
the web- another way for people to find you.
93
Internet Marketing for Newbies
94
Internet Marketing for Newbies
Twitter search
Twitter is a fast growing communication tool.
Every day millions of people are having discussions
on topics of interest to them. Are they talking about
you or with you? Are you joining the conversation?
95
Internet Marketing for Newbies
More tools
There are a ton of great tools out there for
measuring you Internet success. The good news is
that most of them are free. The bad news is unless
you have clear goals and KPI's you will waste a lot of
96
Internet Marketing for Newbies
97
Internet Marketing for Newbies
Chapter 5 Quiz
98
Internet Marketing for Newbies
Answers: 1D 2C 3A 4C 5B 6D 7C 8D 9A 10C
100
Internet Marketing for Newbies
101
Internet Marketing for Newbies
102
Internet Marketing for Newbies
103
Internet Marketing for Newbies
105
Internet Marketing for Newbies
Conclusion
The Internet is a fun and exciting tool that has
transformed the way marketing and business are
done. It is an important communication tool whether
you are looking to start an Internet based business or
to market your traditional business more effectively.
Because Internet marketing changes so
frequently you need to stay on top of current trends.
Yesterday’s Friendster is today’s MySpace and
tomorrow’s FaceBook. New sites replace old ones all
the time.
Reading magazines like Wired are helpful, but
sometimes a month is too long to wait. A good way
to know what’s happening is to read blogs by people
like Seth Godin or mine at philanthr.org. Or you can
also establish your own network of advisors through
sites like Twitter.
I want to know how you do with your new
Internet ventures, so please send me a note. My
information is always current at MichaelDaehn.com.
FTW!
106
Internet Marketing for Newbies
107
Internet Marketing for Newbies
Name: Title:
Organization:
Shipping Address:
City: State: Zip:
Phone: Email:
108
Internet Marketing for Newbies
Michael@michaeldaehn.com
109