eMarketing 101-Chapter 2: The arrows in the quiver of eMarketer.
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In Chapter 1 of the eMarketing 101 series we have said to you: What is e-marketing, why it is important and the benefits of e-marketing in the traditional methods of marketing compared.
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In Chapter 2, we'll be looking at the weapons an eMarketer has in their arsenal.
SEO, PPCORM, WebPro - will go to the abbreviations thick and fast.
What are they? How do they benefit you and your business? That's exactly what you're about to find out.
Search Engine Marketing - SEM Daily Search Volume in hundreds of million of search engines run and take a huge percentage of all Web traffic.
Search is usually the first port of call for anyone looking for anything online.
Who for Social Research.
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Fundamentally, what makes SEM so effective is that you get found by potential customers looking for the service you offer.
Search Engine Marketing is divided into two distinct categories:r
Paid Search and Organic Search
Talk about Paid Search and you're talking Pay Per Click or PPC.
They're similar enough to be classified together under SEM but they're different enough to warrant separate explanations.
You Pay Per Click.
Targeted.
You buy sponsored adverts on Search Engine Results Pages (SERPs), often displayed either above the normal "organic" listings or across to the right hand side.
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A few points on PPC:
nAdvert positioning is based on a bidding system.
A PPC campaign is a dynamic strategic process.
An appropriate keyword strategy is imperative to ensure the clicks you pay for are as targeted as possible.
SEO - Search Engine Optimisationr
Why pay for your clicks when you can get them for free?r
SEO is PPC's roommate in the house of SEM.
) Strictly speaking, SEO is about optimising websites to achieve high rankings on the Search Engines for certain selected key phrases.
SEO rewards relevant, helpful websites that add value and give visitors what they're looking for.
Once your site ranks highly on a Search Engine Results Page, you don't pay for any traffic that arrives at your site from that listing.
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Free clicks!r
Well, not quite.
Ideally PPC and SEO work synergistically to maximise Search Engine traffic.
They're a large part of the traditional advertising equation.
For brand awareness, the brand must be seen.
Online Advertising is strongest on - adverts on websites, email newsletters and other electronic publications and is generally paid for on a Cost Per Acquisition (CPA) basis.
Unlike some other e-marketing techniques we have seen, online advertising is not biased directly measurable ROI.
Rather, it provides a means for combining the brand awareness bias of traditional advertising techniques with the immediacy of eMarketing.
Affiliate Marketing What if the cost based on the performance of PPC with the potential of online advertising to combine brand awareness? In a sense it is what makes affiliate marketing.
At its simplest, Affiliate Marketing uses affiliate partner websites to display your adverts, and pays them on a Cost Per Acquisition (CPA) basis.
Advertisers earns a commission on sales generated.
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So while you're increasing your brand visibility, you are only paying for results.
It is also creating opportunities for income for many online publishers do to grow as the e-marketing industry, what a heady feeling.
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Viral Marketing
Word-of-mouth is probably the world's oldest form of marketing.
Back when people things that trade, they would probably find where to get what they started negotiation used by other.
Collaboration and information sharing is a basic human trait and perhaps the one, which made us the dominant species.
Fast forward to the modern world.
Word of mouth in an electronic context.
Self-generating distribution techniques.
Exponential growth in campaign reach.
Viral Marketinguses to build connection to the Internet and social networks characteristic of the electronic communications brand awareness exponentially.
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People pass on and share things that provide value, especially when the costs of sharing are low, as is case online.
Think of funny video clips, interactive Flash games, competitions, pictures, text - in fact, viral marketing is limited only by the creativity of eMarketer.
Anything that truly entertains, informs, amuses or intrigues the recipient is likely to be further distributed.
A well-orchestrated viral campaign uses this basic fact of human nature, for the good of the brand.
ORM - Online Reputation Managementr
More and more, consumers turn to the Internet for information about products, services and the companies that offer them.
L buying a new car? See you view online.
Thinking of getting in a new eMarketing agency?
Find out what others have said online about their experiences.
the reputation of companies is to be found there for all to see.
Existing and potential customers care about that reputation.
And so should you.
People are talking.
the good and bad things.
Praise and scorn.
Are you listening? ORM means monitoring what is said about you.
Listening to what customers are saying.
It also means responding.
Let your customers know that you hear them.
Earn their trust with honesty and transparency.
Most importantly, engage them.
Make them feel important and included in the price and as.
By being aware of what's being said about you online, you are able to react and put the necessary damage control strategy in place as soon as bad publicity pops up its fat, stupid, ugly head.
WebPro business online and public relations (PR), that indispensable tool moves for brand awareness, followed.
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Now that most business is conducted on the Internet; the playground of PR has moved online.
WebPro PR can reach its highest expression as a potential to get your brand out there is limitless.
There is an assortment of ways to market your business globally through WebPR.
A variety of online channels such as projection, are the kind of database / directory sites, sites that you used to be industrial, and local and international news sites for content to distribute an element of your brand mentioned.
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Online press releases must drive traffic to your site (your website is not a fancy brochure; it is a marketing tool that needs visitors to become customers).
To achieve this, the press releases with relevant keyword phrases and links are optimized.
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The link posted at the end of a press release or feature article is a valuable source of driving internet traffic to your website.
Write is interesting, high-quality articles on topics sites and submitting them to the distribution of content is a great way to effectively promote your site or brand.
Email Marketingr
Direct marketing via electronic means - email marketing is very powerful.
E also extremely cost effective, targeted, personalized, measurable and best of all, used to tap the most productive consumer Internet, their inbox.
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Email marketing is about building virtual relationships with existing and potential clients and maximising the retention and value of these customers.
Insert your message to the audience and pull them into contact with your company.
With a correctly built mailing list, you have direct access to a targeted audience.
Customize and change the message, and to measure and verify which techniques are most effective for your specific market.
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Email marketing is about creating, building up, and capitalising on the relationships you build with your clients.
Conversion Optimization, you have a great site built.
You're bringing in lots of traffic thanks to the highly effective SEO, Email, PPC and WebPR techniques we've discussed.
work to do? Not really.
To maximise ROI, we need to make sure we turn traffic into customers.
This optimization comes into play Conversion.
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A Two Phase Process - Before we can optimise, we need to analyse.
We initially analyze the impact of our joint efforts to analyze entire eMarketing to examine the combined effect of all of our tactics.
We need to analyse:
Web usability
Site analytics
The relative ROI of each eMarketing technique used
Split and multivariate testing
Any other available measurable
This kind of analysis allows us to get a better idea for where the inefficiencies are.
We scope of things.
Now we need to.
Optimize In short, this optimization all while minimizing the rate of drop-off and make you get the most traffic.
Conversion is the whole reason the website exists.
From what we find with our analysis, we incremental changes to the factors most inefficient.
Then we analyse again.
And we continue to do for each of the factors that we identified.
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By doing this, we're improving the conversion rate of traffic into customers.
This means a lower CPA, and a better ROI.
Testingr
If you want to know if something works, test it.
Constant improvements and testing allows us, our e-marketing techniques to streamline fine-tuning it for our specific market.
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In the long run, we're maximising efficiency by jettisoning the least effective practises and focussing on those that bring the most benefit.
Darwin would be proud.
It's evolutionary marketing - survival of only the fittest techniques.
Ready, Aim, Fire! So that's it.
These are the weapons that you, as the aspiring eMarketer, have available in your arsenal.
Of course, this is more than just the tools.
It's also about how they are put to use, and how they work together as part of a "big-picture" campaign vision.
Coming soon: Chapter 3.
What should you expect?r
OK, so now you know what's in the toolbox, it's time to learn how to put them to use.
The most common form of citizen participation in media is the weblog or blog as it better known.
In the next chapter, "Blogging - everyone else is doing it, so why can't I?", we look exclusively at blogs.
With more than 80,000 new blogs created every day, which is more than the number of books published in the U.S. each year! But what is a blog and how they are used as part of a highly effective e-marketing strategy? - We will all say that it is known to be two weeks.
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Other Articles in the eMarketing 101 series: r
nWhat is eMarketing and how is it better than traditional marketing?
The Arrows in the eMarketer's quiver
Blogging - everyone else is doing it, so why can't I?
A focus on natural search (beginner's guide to SEO)
Case Study
PPC - you gets what you pays for
Case Study
Email marketing - no, not SPAM
Affiliate marketing - because we all need friends
WebPR and ORM - blah blah blah conversations
Case Study
Viral marketing - linkerbation is a normal, natural thing.
Quite naturally.
Online advertising - throwing a banner into the works
Conversion optimisation.
If you bypass near? Case Study.
About the Author
One of the secrets to a successful campaign for you e-businessis keyword research. Find out how to automate your emarketer skills once and for all. Check this out now!
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