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Cheat Sheet

Web Marketing All-in-One For Dummies

From Web Marketing All-in-One For Dummies, 2nd Edition by John Arnold, Michael Becker, Marty Dickinson, Ian Lurie, Elizabeth Marsten

Web marketing encompasses a wide range of electronic means to get your product in front of potential customers. Market your product through your business's website, through other people's websites, in their e-mail, or on their phones — nearly everywhere. Market your goods and services effectively by using tools like such as strong SEO terms and pay per click, and by analyzing your marketing campaign every day.

Essential Pay-Per-Click Terms for Web Marketing

Pay per click (PPC) is a popular web marketing tool: You place an ad on a website, pay the site owner for each click-through (that is, every visitor who clicks through to your site), and enjoy the exposure. Like everything else, PPC has its own jargon, which the following list can help you sort through:

  • ad group: Where and how your ads and keyword lists are organized.

  • campaign: Where your ad groups are organized; budgets for spending are set; and other settings are made, such as geography, frequency, and networks.

  • CPC (cost per click): The amount you pay each time your ad is clicked.

  • CTR (click-through rate): The percentage of how many times your ad was clicked, divided by how many times it was shown.

  • destination URL: The address of the web page that your ads go to.

  • display URL: The web address displayed in your PPC ad.

  • impressions: How many times your ad was shown.

  • keyword: The words and phrases you select to bid on.

  • match type: Determines how specifically you want the search engine to match a searcher's query to your keyword list. The types are broad, phrase, exact, negative, and modified broad.

  • maximum CPC: The dollar amount you set that you are willing to pay for each time your ad is clicked.

Optimize Your Website for Search Engines

Search engine optimization, or SEO, makes the most of web marketing by attracting Internet browsers to your website. By marketing with strong SEO, you expose your product to loads of potential customers. To ensure that shoppers who are looking for what you're selling can actually find your website; consider these search engine optimization tools and techniques:

  • Point all homepage links to http://www.siteaddress.com/.

  • Make all headings actual headings, enclosed in <H> tags.

  • Make sure every page has a relevant title META tag.

  • Don't require registration for any content on your site. Search engines can't complete forms, so registration forms hide your site.

  • Make sure you can navigate to every page of your site using regular links.

  • Don't obsess about keywords! You'll get far more mileage from clear, relevant content.

How to Use E-Mail as a Web Marketing Strategy

Reaching potential customers by e-mail can be a very effective web marketing strategy. An e-mail marketing campaign can be detrimental, however, without some guidelines. Before you send your marketing e-mail, make sure that . . .

  • You have explicit permission to send the e-mail.

  • Your e-mail is CAN-SPAM-compliant.

  • You pinpoint the main objective.

  • Your From line clearly identifies your business.

  • Your Subject line prompts your audience to open your e-mail.

  • Your e-mail content is easy to scan.

  • Your headlines are short, clear, and concise.

  • Your e-mail contains a strong call to action.

  • Your images help tell the story of your e-mail.

  • Your e-mail content is relevant and valuable to your audience.

  • You've checked all links to make sure they work properly.

  • You're prepared to handle inbound responses.

  • You're sending at a time when your audience is likely to notice.

Tips for Marketing to Mobile Users

A complete web marketing strategy makes use of all electronic media, including mobile phones and other devices. Some keys to mobile marketing success include these pointers:

  • Don't be blinded by youth. Mobile marketing is applicable to all ages. Provide value, and everyone benefits.

  • Set objectives and success measures. Before you start, know why you're running a program and what you want to accomplish.

  • Plan for every customer lifecycle. Mobile applies to awareness, acquisition, loyalty and retention, customer care, and retirement.

  • Get permission and build trust. Always get permission first from mobile subscribers before engaging them on their mobile phone.

  • Take your time and test it. Give yourself time to test your mobile marketing initiatives and have them certified by the wireless carriers when necessary.

  • Start now; don't wait to learn. Mobile is becoming a primary channel for customer engagement, so learn to use it now!

  • Be creative. Mobile subscribers want value, information, and entertainment. Don't limit yourself to just holding steady.

  • Launch your mobile marketing programs, test them, review the measures, and then do it better next time. Mobile marketing, like any other practice, takes time to learn.

Analyze Web Marketing Data

Analytics is the art of, well, analyzing web marketing data and using the results to find ways to improve your marketing. Web data analysis pays off; for example, you can determine who is shopping and when, or which products are hot or not.

Keep these points in mind to get more bang out of your marketing buck:

  • Reports do not equal analytics! Reports are the data. Analytics is the act of looking at the data and gaining actionable insight.

  • Focus on page views and visits, not hits.

  • Make analytics a part of your daily routine. Don't wait weeks to look at the numbers.

  • Be sure that your traffic-reporting tool ignores visits from your office. You don't want that data messing up your results.

  • Watch your referrers, especially referring search keywords. Referrers can tell you how to get more traffic, where to advertise, and how to tailor your site to visitors' needs.

  • Have a plan for adjusting. If you see a trend in your analytics that changes are needed, how will you act on it? The power of analytics is using it to improve your business.

  • Keep an ear on the noise. If you see fluctuations that don't appear to make sense, consider the entire environment — news reports, unrelated product reviews, and even weather.

  • Set key performance indicators (KPIs) and track them consistently. KPIs may include Contact Us form completions, lead form completions, and sales. Track them for the long term, and commit to it. KPIs are the ultimate measure of success.

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