Web MarketingWeb MarketingDemystifiedDemystified

The Internet from an Entrepreneur's The Internet from an Entrepreneur's

PerspectivePerspective

John GilbertJohn GilbertAddOptions.orgAddOptions.org

Where is the Life we have lost in living?Where is the Life we have lost in living?

Where is the wisdom we have lost in Where is the wisdom we have lost in knowledge?knowledge?

Where is the knowledge we have lost in Where is the knowledge we have lost in information?information?

T. S. Eliot T. S. Eliot

The Rock (1934)The Rock (1934)

Typical Marketing ViewTypical Marketing View

MarketingMarketingThe management process The management process

responsible for responsible for identifying, anticipating and satisfying identifying, anticipating and satisfying

customer requirements profitably.customer requirements profitably.(U.K. Institute of Marketing)(U.K. Institute of Marketing)

Entrepreneurship 101Entrepreneurship 101

Question # 1Question # 1 Do I have clients and who are they?Do I have clients and who are they?

Question # 2Question # 2 How do our clients find us?How do our clients find us?

Question # 3Question # 3 What does it take to make money from What does it take to make money from

these clients?these clients?

Entrepreneurial Entrepreneurial MarketingMarketing

1.1. Marketing is a Marketing is a battle of concepts, battle of concepts, not productsnot products and services--where and services--where simple ideas beat complex ones. simple ideas beat complex ones.

2. Entrepreneurs have to Learn to Sell. They are the primary voice of their business.

AwarenessI’ve heard of you

FamiliarityI know who you are

ImageI know what you stand for

InclinationI’ll look for you

TrialShow me what you can do

ReinforcementDid I make the right decision

SatisfactionI like you

ReferralI’ll tell my friends to try you

Product Performance now counts!

LoyaltyI’ll buy your product first

TheConsumer Thought Process:

Marketing News August 4, 1997

Relationship MarketingRelationship Marketing

Customer vs ClientCustomer vs Client Presale vs Postsale activitiesPresale vs Postsale activities

A. Cost of Lost CustomersA. Cost of Lost Customers LTCV – Lifetime Customer ValueLTCV – Lifetime Customer Value

B. Cost of Acquiring New B. Cost of Acquiring New CustomersCustomers

C. Value of Loyal ClientsC. Value of Loyal Clients

Top-Down MarketingTop-Down Marketing

Most common Most common format for format for marketing.marketing.

MarketingObjectives

MarketingStrategy

MarketingTactics

SituationAnalysis

Bottom-Up MarketingBottom-Up Marketing

Find the angle or Find the angle or gimmickgimmick

This is typical web This is typical web marketingmarketing

Marketing Tactics

MarketingResults

MarketingStrategy

Internet Ad RevenuesInternet Ad Revenues

Internet advertising revenues in the Internet advertising revenues in the US remain strong, with US remain strong, with Q4 08 Q4 08 revenues hitting $6.1 billionrevenues hitting $6.1 billion, and , and revenues for the revenues for the year topping year topping $23 $23 billionbillion, according to the 2008 , according to the 2008 Internet Advertising Revenue Report Internet Advertising Revenue Report from the Interactive Advertising from the Interactive Advertising Bureau (IAB) and Bureau (IAB) and PricewaterhouseCoopers LLP (PwC) PricewaterhouseCoopers LLP (PwC)

Marketing ClaimsMarketing Claims

If everything If everything web web marketers marketers claimed claimed was true, was true, then why then why aren’t we aren’t we all stronger, all stronger, sexier, and sexier, and wealthier?wealthier?

History of the InternetHistory of the Internet

WoodstockWoodstock I was bornI was born

ARPANETARPANET 5 Schools5 Schools

Free Love meets AcademiaFree Love meets Academia Web BrowsersWeb Browsers

11 Internet Myths 11 Internet Myths DebunkedDebunked

1.1. This internet thing is going to be a This internet thing is going to be a revolutionrevolution

2.2. I don't need a websiteI don't need a website3.3. I'll hire professionals for internet stuffI'll hire professionals for internet stuff4.4. The Yellow Pages is all I needThe Yellow Pages is all I need5.5. My business is localMy business is local6.6. My website is only for new customersMy website is only for new customers7.7. My site is just for customersMy site is just for customers8.8. My internet strategy is my websiteMy internet strategy is my website9.9. Being small is a huge disadvantageBeing small is a huge disadvantage10.10. The internet will make me richThe internet will make me rich11.11. OK, I'll do whatever you sayOK, I'll do whatever you say

What is Web Marketing?What is Web Marketing?

Targeted GoalsTargeted Goals

Tell me how you Tell me how you measure me, and I measure me, and I will tell you how I will tell you how I will behave. If you will behave. If you measure me in an measure me in an illogical way....do illogical way....do not complain about not complain about illogical behavior. illogical behavior.

~ Eliyahu M Goldratt~ Eliyahu M Goldratt

What is Web Marketing?What is Web Marketing? WebsitesWebsites

Google AdSenseGoogle AdSense Google AnalyticsGoogle Analytics

Permission Permission MarketingMarketing E-mailE-mail

Affiliate MarketingAffiliate Marketing Commission JunctionCommission Junction

Interactive MediaInteractive Media YouTubeYouTube Hulu Hulu

AdvertisingAdvertising BannersBanners

Search Engine MarketingSearch Engine Marketing Search Engine Search Engine

Optimization (SEO) Optimization (SEO) Google AdsGoogle Ads

Pay Per Click (PPC)Pay Per Click (PPC) Social Networking (Viral)Social Networking (Viral)

FacebookFacebook TwitterTwitter BlogsBlogs

Market ResearchMarket Research Online Press Releases Online Press Releases

The 7Cs of the Customer The 7Cs of the Customer InterfaceInterface

Context

Site’s layout and design

Commerce

Site’s capabilities to enable commercial transactions

Connection

Degree site is linked to other sites

Communication

The ways sites enable site-to-user communication or two-way

communication

Customization

Site’s ability to self-tailor to different users or to allow users

to personalize the site

Community

The ways sites enable user-to-user communication

Content

Text, pictures, sound, and video that webpages contain

Last Updated: 04/14/03Copyright 2003 by Marketspace LLC

Fit and Reinforcement of Fit and Reinforcement of the 7Csthe 7Cs

ContextContext ContentContent CommunityCommunity CustomizationCustomization CommunicationCommunication ConnectionConnection CommerceCommerce

Business ModelBusiness Model

Consistent Reinforcement

Individually Supporting Fit

Last Updated: 04/14/03Copyright 2003 by Marketspace LLC

HTMLHTML

Hypertext Markup LanguageHypertext Markup Language Opening and Closing tagsOpening and Closing tags ExamplesExamples

<H1> Header Tag <H1> Header Tag <b> Bold<b> Bold<i> <i> ItalicItalic<center> Center Paragraph<center> Center Paragraph

Search Engine Optimization Search Engine Optimization (SEO)(SEO)

1.1. Keyword ResearchKeyword Research Cluster phrases Cluster phrases

2.2. On-site optimizationOn-site optimization Title tagsTitle tags Internal LinkingInternal Linking

3.3. Off-site optimization (Link Building)Off-site optimization (Link Building) Anchor TextAnchor Text

4.4. Tracking ResultsTracking Results

Online PROnline PR

News is ContentNews is Content Using the News to get your message Using the News to get your message

out.out. Online Press ReleasesOnline Press Releases

UtahNewsSource.comUtahNewsSource.com PRWeb.comPRWeb.com

Have a Good Newsworthy pitch.Have a Good Newsworthy pitch.

Bricks and ClicksBricks and Clicks

Do you have a map and directions to Do you have a map and directions to your business?your business?

Address AND Phone NumberAddress AND Phone Number Hours of OperationHours of Operation What sort of care do you take with What sort of care do you take with

job listings?job listings?

Memorize This Formula!!Memorize This Formula!!

Where Am I Going?

E-Commerce Development E-Commerce Development FlowchartFlowchart

Optimized Website

Marketing 7 C’s

ContextContent

CommunityCustomization

CommunicationConnectionCommerce

Hosting Company

MultipleDomain Names

Company Name& Trademarks

Productand/or

Service

Payment Gateway

Supply System

Merchant Account

BusinessBank Account

Tax ID #

Articles of Incorporation

Management Team

Financial Accounting

Programming & Design

Market Research

Shopping Cart

Business Plan

Government

Where Do I Start?What Have I Got?

The 10x Marketing The 10x Marketing Scorecard System ™Scorecard System ™

You can increase your traffic, but your site You can increase your traffic, but your site must be capable and credible.must be capable and credible.

Job PostingsJob PostingsBuyer IBuyer I

This position will work in our Supply Chain department and will be This position will work in our Supply Chain department and will be accountable for the acquisition of requested products, equipment, and accountable for the acquisition of requested products, equipment, and services for assigned areas in an efficient and cost effective manner.  services for assigned areas in an efficient and cost effective manner.  You will communicate and coordinate orders between our various You will communicate and coordinate orders between our various employer departments and the vendors. In addition to placing orders, employer departments and the vendors. In addition to placing orders, this position will also be responsible to troubleshoot any discrepancies this position will also be responsible to troubleshoot any discrepancies with orders, which includes tracking orders for promptness of with orders, which includes tracking orders for promptness of delivery. This position is part of an empowered work team and is delivery. This position is part of an empowered work team and is expected to function with minimal supervision.   - Bachelor's degree expected to function with minimal supervision.   - Bachelor's degree preferred or 2 or more years of relevant purchasing experience preferred or 2 or more years of relevant purchasing experience with an additional year of  supply chain experience. - Previous with an additional year of  supply chain experience. - Previous purchasing experience in healthcare preferred. - Must be able to purchasing experience in healthcare preferred. - Must be able to understand and operate within the Materials Management understand and operate within the Materials Management Information System or have experience with automated purchasing Information System or have experience with automated purchasing systems and have a working knowledge of EDI, e-commerce, FAX, systems and have a working knowledge of EDI, e-commerce, FAX, mail, and phone systems for the placement of orders. - Capable of mail, and phone systems for the placement of orders. - Capable of handling multiple priorities, deadlines, exercising tact, and problem handling multiple priorities, deadlines, exercising tact, and problem solving. - Strong communications and customer service skills, both solving. - Strong communications and customer service skills, both verbal and written. - Typing and 10-key experience preferred. Prefer: - verbal and written. - Typing and 10-key experience preferred. Prefer: - Knowledge of and experience in healthcare supply chain procurement. Knowledge of and experience in healthcare supply chain procurement.

BuyerBuyer You're at Woot, so you probably think you know a deal when you see one. But we're not looking for any old discount-You're at Woot, so you probably think you know a deal when you see one. But we're not looking for any old discount-

chaser here. We need a true bargain wrangler, somebody who won't be satisfied until they've sniffed out the cheapest chaser here. We need a true bargain wrangler, somebody who won't be satisfied until they've sniffed out the cheapest needle in a warehouse full of haystacks. We need somebody who can buy the shoes off of a horse and make the horse needle in a warehouse full of haystacks. We need somebody who can buy the shoes off of a horse and make the horse think he's the one getting a good deal. Most of all, we need a fearless, intrepid explorer, who'd always rather be moving think he's the one getting a good deal. Most of all, we need a fearless, intrepid explorer, who'd always rather be moving than standing still. than standing still.

In this job, you'll learn:In this job, you'll learn: exactly where LeakFrogs come from. exactly where LeakFrogs come from.Intangible benefits:Intangible benefits: first shot at the LeakFrogs, for your personal stash. first shot at the LeakFrogs, for your personal stash.Potential hazards:Potential hazards: watching your painstakingly crafted deal get ruthlessly mocked in public by our writers. watching your painstakingly crafted deal get ruthlessly mocked in public by our writers.If Woot were a superhero team, you'd be:If Woot were a superhero team, you'd be: Acquisitor, who uses the power of the mind to manipulate reluctant sellers. Acquisitor, who uses the power of the mind to manipulate reluctant sellers.Degrees of separation from CEO:Degrees of separation from CEO: 3, unless you make a really awesome deal. 3, unless you make a really awesome deal.Worst part of the job:Worst part of the job: realizing the XV-208531 video cards you just bought are inferior to the XV-208531-A video cards you realizing the XV-208531 video cards you just bought are inferior to the XV-208531-A video cards you

could've bought.could've bought.It'll go better if:It'll go better if: you know where to find new iPods for, like, two bucks apiece. you know where to find new iPods for, like, two bucks apiece.Make sure you bring:Make sure you bring: your own bottle. In this job, you'll need it. Uh, bottle of water, we mean. Yeah, water. It's thirsty your own bottle. In this job, you'll need it. Uh, bottle of water, we mean. Yeah, water. It's thirsty

work.work.

Job Responsibilities:Job Responsibilities: New vendor introduction to our businessNew vendor introduction to our business Deal research / analysisDeal research / analysis Deal negotiation / closeDeal negotiation / close Account maintenance / relationship buildingAccount maintenance / relationship building Internal sales - selling product/story/energy/ideas to our sales and product management teams Internal sales - selling product/story/energy/ideas to our sales and product management teams Inventory management - monitoring for problem items in stock, creating awareness and discount programs to addressInventory management - monitoring for problem items in stock, creating awareness and discount programs to address

Prerequisites:Prerequisites: Creative persistenceCreative persistence Knowledge of where you're not goingKnowledge of where you're not going Convergent thinkingConvergent thinking No fear of asking dumb questionsNo fear of asking dumb questions Dot-connecting abilities (written test may be required)Dot-connecting abilities (written test may be required) Ability to work with people who might not be able to return the favor some dayAbility to work with people who might not be able to return the favor some day Possess solid working knowledge of Microsoft Office applications (Excel, Word, Outlook)Possess solid working knowledge of Microsoft Office applications (Excel, Word, Outlook) Ability to learn technical information quickly Ability to learn technical information quickly Great Internet navigation skillsGreat Internet navigation skills Excellent written and verbal communications skillsExcellent written and verbal communications skills Detail-oriented with organizational skillsDetail-oriented with organizational skills Comfortable in a fast-paced, ever-changing, very demanding environment Comfortable in a fast-paced, ever-changing, very demanding environment

No-Nos:No-Nos: MediocrityMediocrity Any level of comfort in stagnant culturesAny level of comfort in stagnant cultures StubbornnessStubbornness Fast talkers/slow typists (one or the other might be ok, but not both, unless able to actually do both at the same time) Fast talkers/slow typists (one or the other might be ok, but not both, unless able to actually do both at the same time) Even though we're all about equal opportunity, xenophobes need not apply.Even though we're all about equal opportunity, xenophobes need not apply.