Online Marketing

Define blog.

A web log of entries (or posts) about a particular subject or subjects where a writer or writers can post opinions, news, and more, and where readers can have new content fed to them via RSS and post comments back to the writers.

What are the five key components of effective online marketing?

1. Awareness 2. Communication/information distribution 3. Connection 4. Service 5. Sales

What are the five components of a successful site?

1. Credibility 2. Usability 3. Sellability 4. Scalability 5. Visibility

List the key points that need to be included in a creative brief.

1. Introduction 2. Project details 3. Goals/objectives 4. Audience 5. Competitive landscape 6. Value/value proposition 7. Critical communication points 8. Communication media 9. Design preferences 10. Budget outline 11. References 12. Approval process/considerations and contact information

What are the three main factors search engines review when producing SERPs?

Architecture, content, and links.

Note the types of blog entries that enhance sales.

Comparison blog posts; entries addressing how to solve problems; posts showing better ways to do things; entries sharing alternative/new uses; posts featuring product or service news (new features, new prices, short-term sales); entries highlighting user stories.

What are the main ways online advertising pricing is structured?

Cost per thousand (CPM), cost per click (CPC), cost per action or cost per acquisition (CPA), co-registration, sponsorship.

List e-mail marketing formatting best practices.

Create a concise subject line. Use a descriptive "from" address. Set up HTML emails with text-only mode backup. Test in different email clients. Use a spam evaluator. Do internal testing before the real send.

List a few of the elements to possibly include in a wireframe.

Create a menu or a list of navigation items from your website map (navigation can be horizontal or vertical). Show calls to action. Include an e-mail list opt-in. Make a decision about social media widgets. If there is an e-commerce component to this website, have this designed into the wireframe.

What is needed to produce video as part of content marketing?

Creativity, a web camera (some are built into mobile devices or laptops), off the shelf video software (some is free or low cost), and a willingness to roll up your sleeves to publish the content online.

Why are landing pages so important to consider in paid search?

It is a best practice to send users to a dedicated landing page that matches the promised content in the link. Taking them to the home page of your website and making them find that coupon on their own is bad service. Landing pages reinforce the message and the goal and help guide people into going where you want them to go.

One of the biggest distinctions of online marketing is _________.

Its immediate tracking capability.

What are online PR distribution options to sread releases on the web?

PressReleasePoint: Www.pressreleasepoint.com , PitchEngine: Www.pitchengine.com , PR Newswire: Www.prnewswire.com ; ProfNet: https://profnet.prnewswire.com . PRweb: Www.prweb.com

What does an online privacy policy address?

Privacy policies address the use of personally identifiable information (e-mail addresses, contact information, website activity, and credit card information). The second a website asks for a prospect's e-mail; the law requires a privacy policy.

List five ideas for creating online PR Content?

Launch press release, general news, event press release, expert positioning press release, reaction to industry or world news.

List some of the usability tips from the chapter that are important to know when developing a website.

Remember KISS: Keep It Simple, Silly—no welcome letters or music. Be conventional, because conventions work. Cut the clutter. Design the website to move vertically, not horizontally. Create a visual hierarchy. Design your site so that every page is self-evident. Make navigation easy. Make clickable items obviously clickable. Try breadcrumbs (a usability design/development technique that leaves "crumbs" at the top of the page that allow visitors to easily find their way back). Use color. Check out a great book on usability called Don't Make Me Think by Steve Krug.

Is a blog truly a blog if it does not allow comments?

No. True blogs allow readers to comment. Blog owners can moderate the comments, but that functionality must exist.

Define organic, or natural, search.

Organic search (aka natural search) results are a trusted source due to their lack of connection to paid sponsorship. Organic search findings are based exclusively on indexed results.

There is B2B and B2C marketing. What is the new way to look at business?

P2P - People to people marketing

More than 90 percent of the online population uses a ________ to find products, services, and information.

Search Engine

Define search engine marketing.

Search engine marketing means using search engines to market an organization. It includes efforts that may incorporate improving organic search listings, running pay-per-click ads, and getting listed in vertical search placements.

List ways to customize web analytics reports.

Start by creating a monthly report in the spreadsheet application of your choice. By creating a monthly report you can see how your marketing efforts interact over time. You can measure other marketing media: e-mail, traditional media (print, radio, TV, direct mail), blog (RSS feeds), social media, and online advertising (paid search, banner ads).

What is the online marketing success mantra?

Strategy first, execution second

What critical step needs to be taken for website planning, before design and development?

Selecting a domain name

What is the new way to define the acronym "PR"

The "P" stands for -Positioning: You or your organizations perspective -Point of view: the media and your customers want to know the perspective -Personality: The more social media grows, the more companies can use online PR and pack it full of personality to create connection and get the word out. The "R" stands for -Relationship: using content to connect to build trust and relationships -Responsibility: you may have a responsibilty to communicate your value, values, and value to the media and your customers. If they don't know whats going on , that is your own faullt, no one elses. -Rewards: There are great rewards when you use online PR to communicate and to collaborate . It will accelerate your businesses.

What is me-mail marketing?

Sending email newsletters and messages that are all about you or your organization (rather than serving your audience) is not email marketing. This egotistical use of email is called me-mail marketing, and it doesn't work.

List several strong selling points on a website.

Testimonials, value propositions, clear calls to action, self-generated news releases, sharing your story or credentials and having an accurate privacy policy.

What is the first step required to start SEO?

The first step in SEO is determining the best keywords and/or phrases to focus on for visibility. These keywords should not only be relevant to the site, but also relevant to searchers.

What are the four main factors to focus on when deciding whether to use a free blog site or host it on the organization's main domain?

The four main factors to consider are whether or not it is important to have the blog live on the main domain of the website (www.website.com/blog versus, www.blogname.blogspot.com); if you want the blog content to live on your website or if a third party platform like Blogger is okay; if you want to own the blog or are okay with it being controlled by a third party that could shut it off; and how flexible you want the design to be (customization).

What are the checklist items you need to consider when writing an online press release?

The headline, the subhead, the dateline that lead paragraph, quotes product/service mentions, the closer, the boilerpilate, SEO, and anchor tags, interactive press releases , look and feel, readability.

Are there free stock photo sites, or do all images have to be purchased before using them on a website?

There are sources for free, safe stock photos that are "I didn't steal them" - proof, including Stock.Xchang, FreeFoto, OpenPhoto, Photocase, Stockvault, and Flickr

True or false? Companies should use free web statistics, especially if they are new to web analytics.

True. Although fee-based web analytics companies offer very robust add-ons and stellar advisory services, it is best to start with a free service like Google Analytics.

True or false? Conversations will take place about your organization whether or not your organization is an active participant in social media?

True. With social media, conversations will happen about organizations whether or not they participate. Being aware of what conversations are happening is very important.

Make a list of blog content ideas, what to write about, and blogging best practices.

[Open-ended essay] When complete, go back to the chapter and see how your answer compare to the text.

In addition to Wikipedia and external content sites as places for off-site content placement and exposure, list some sites that articles can be posted to.

ideamarketers.com; ezinearticles.com; goarticles.com; oneminuteu.com; articlebase.com; amazines.com; addme.com/article-submission.htm; digg.com/submit; authorsden.com; scribd.com

What are Loren McDonald's "Three Ps" that form a core foundation of any e-mail program?

o Proposition: What value do customers/subscribers get from the email program? o Positioning: How does your offer differ from the competitors? o Personality: What tone and image do your emails convey?

Marketing is about ( ) before selling.

serving

Define online public relations?

Online PR is an organization ,generated content distributed to various web marketing

How does online PR multitask?

Online PR multitasks by creating content for your site, can boost search engine optimization , connect with readers, be published on local news sites, shared and more.

E-mail testing can optimize performance, keeping communications fresh. What are areas of an e-mail that can be tested?

Common variables to test: subject line, offer, call to action, time/day of week sent, creative copy/layouts (button vs. text, wording, position, size, color, repetition), landing pages, "from" address; Results to measure: Open rate, click-through rate, conversions rate, value of conversion (items purchased).

Why would marketers want to filter out their web use and their web management team's web use?

Filters give you a better picture of your actual monthly traffic patterns—specifically, the people you are trying to serve, support, and sell.

Define multitasking marketing

Multitasking marketing means that one online marketing effort can multitask for you in multiple ways. It can work in more than one way, often boosting more than one of the marketing goals: awareness, communication (information distribution and education), connection, customer service, sales, credibility, usability, visibility, scalability, and sellability.

Why is the quote from John Nelson Wanamaker ("Half the money I spend on advertising is wasted; the trouble is I don't know which half") inexcusable in online advertising today?

One of the largest distinctions of online advertising is its tracking capabilities, so there is no excuse for spending money on online advertising or search engine marketing without knowing what works and what doesn't.

What are the three Vs of social media?

Value, values, and voice.

What are the five credibility musts for web development success?

1. Home page the clearly communicates who you are 2. "About" page 3. Porfessional design 4. Easy-to-find contact information 5. Clear calls to action

What are important points to ponder when selecting a domain name (or URL)?

1. Length of the domain name 2. Memorable domain name 3. Possible domain name confusion 4. Problems caused by misspelling 5. Domain names that relate to the organization's name or core values 6. Selecting the best domain suffix (.com, .net, .org etc.) Is the domain used for search engine optimization? If so, the key phrases may be built into the domain name.

What are some free online marketing tools that can be tapped?

1. Local search directories 2. Google Analytics 3. Social media

What are six ways to avoid online marketing pitfalls?

1. Remember that marketing means maximizing relationships. 2. Tap free online marketing tools. 3. Be an educator. 4. Be authentic to differentiate your company. 5. Repurpose marketing assets and collateral online. 6. Stop selling and start serving.

Name three tips to writing web-friendly copy.

1. Use a maximum of five lines per paragraph. 2. Use a combination of upper- and lowercase letters in URLs if you are mentioning website links in website text. 3. Keep lines of text to 21 words maximum to boost readability.

Describe a website map

A website map is a list of pages that will be accessible to website visitors. It is also a visual hierarchy that will help a designer incorporate all the critical pages and website musts that will be part of the website.

What is a wireframe?

A wireframe shows the basic architecture, or "bones," of a site, minus the skin.

List several ways to share online PR content?

Add a new section to your website; use your blog for news; article distribution; how-to sites; your e-mail list; press release distribution sites; social media.

What are the three steps to developing an online advertising strategy?

Assess, plan/optimize, test new channels.

What are examples of assets that can be used as marketing tools and included on pages when planning your website?

Assets can include anything from previous media coverage, descriptive sales copy, taglines, e-mail sign-up, and demonstration videos.

Name some web variables that can impact success and be measured by analytics.

Bad advertising placement (not the right targeting, placement, or venue); messaging that doesn't speak to the end user; design that doesn't appeal to the target customer; poor website architecture (people don't know where to go or what to do); low-visibility calls to action (people are not being funneled to where they need to go).

What are some of the big benefits behind search engine marketing as an advertising option?

Big benefits to SEM as an advertising option are that you can target campaigns around optimal key phrases that prequalify people who are in the most transactional mind-set. Advertisers only pay when people click on their ads, making the spending more efficient. Search engine marketing ads are targeted to phrases that represent your product or service, making spend more "laser targeted".

What are the equations used to create strong key phrases that incorporate descriptions and/or geographic locations?

Business or service + Location or region = Optimized key phrase; Product or service + Distinction or description = Optimized key phrase

What are social media's three main marketing functionalities?

Communication, collaboration, and entertainment.

Define content marketing

Content marketing is simply defined as publishing content on the web that educates and empowers readers.

What are Joe Pulizzi's "Five Pillars of Content Marketing"?

Editorial-based (or long-form) content; marketing-backed; behavior driven; multi-platform (print, digital, audio, video, events); targeted toward a specific audience

What are some of the different types of video content?

Educational/customer service, media/branding, republishing speeches, entertainment, user-generated community video contests.

What are the five main ways Facebook can boost business?

Facebook builds awareness. Facebook brilliantly distributes information. Facebook creates community. Facebook can offer additional low-cost customer service. Facebook can also boost sales.

True or false? An organization has to have fans create pages for them.

False. An organization can create its own page or group. Some organizations have people create pages on their own, or actively participate in content sharing.

True or false? It is okay for bloggers to get compensated for endorsements and not disclose it.

False. Bloggers must disclose payments for endorsements. It's the law!

True or False? Content should only exist on an organization's website or blog.

False. Content marketing lives both on the originator's website and on the websites of others. This can include YouTube, article marketing sites, and more.

True or false? Organizations cannot have a press or news page if they have not been in the mainstream media.

False. It is the job of marketers to become their own media department, creating properly formatted press releases that live on their websites.

What are the main pay-per-click (PPC) search engines to advertise on?

Google AdWords, Yahoo!, Search Marketing, and Microsoft AdCenter (for Bing).

What is Google Analytics' biggest blindspot?

Google Analytics does not provide insight into individual behavior, which does not allow marketers to follow top customers and use this data for persona creation.

What is Grader.com?

Grader.com is a suite of online analytics tools provided by HubSpot.com. Their tools are free, although they do sell advanced technology that helps optimize web marketing performance.

What is the biggest risk of having a website on a template-based web foundation?

If the organization ever wants to change hosting providers or manage the site itself, the design may have to be re-created all over again.

What is LinkedIn?

LinkedIn is a professional's social marketing network to exchange information, ideas, and opportunities. A public LinkedIn profile acts as an individual's resume, creating the opportunity to share expertise and credentials.

List two main ways to promote a blog.

List social media directories to submit to for more visibility and not appropriate social bookmarking sites to add your blog in order to increase traffic.

How much can it cost an organization for a spam violation?

Making mistakes can cost an organization up to $16,000 for each recipient who gets a piece of spam from them.

What are different types of user-generated content?

Message boards; product reviews; new uses for your product or service (sometimes called "hacks"); testimonials or case studies (how users solved problems); social media pages; Twitter feeds; video contest submissions; Q&A interviews with users; online groups or communities like LinkedIn, Ning, etc.

What is a way to get more out of audio as a content marketing medium?

Offer web transcripts of podcasts to help boost search engine optimization.

Define pay per click (PPC).

Pay-per-click (PPC) allows companies to buy placement for search engine terms on sites like Google, Yahoo!, and Bing.

What is RSS?

Really Simple Syndication

Online marketing work must be done to support ( ).

Sales and clearly defined goal. Clearly defined goal become the guide to online marketing execution.

What does C.O.U.P.L.E. stand for as a social media marketing acronym?

Social media has distinct power allowing companies to C.O.U.P.L.E.; Commitment, Outreach, Understanding, Passion, Love, and Effort.

How can social media boost search engine visibility?

Social media like LinkedIn profiles, YouTube videos, Wikipedia entries, blogs, and Facebook pages dominate search engine results. Organizations can achieve "TWD" (total web domination) for visibility when social media is put to work.

What is CAN-SPAM?

The CAN-SPAM Act of 2003 is a law in the U.S. that was created to help clarify the multiple uses of email communication and regulate the use of commercial emails to protect recipients. CAN-SPAM is an acronym: Controlling the Assault of Non-Solicited Pornography and Marketing. As online marketers, fun or not, you must learn, love, and live CAN-SPAM compliance.

List the three main things an online press release can do?

The addresses that needs journalists (who are always looking for a story). It addresses the information-seeking needs for your current and prospective customers.It helps maximize search visibility(when content is crafted to include key phrases that your audience is searching for.

What are some of the main metrics to review for analytics?

Top content, top key phrase searches (paid and unpaid), traffic sources, traffic volume, time patterns, geographic, bounce rate, time on-site, new vs. returning visitors, success of marketing efforts.

Distinguish the difference in communication styles between traditional marketing and online marketing methods like e-mail marketing.

Traditional marketing methods like television and radio distribute messages in a way that is like shouting across a crowd. Today's "new school" web marketing is less of a shout and more of a private conversation.

Define vertical search.

Vertical search is a streamlined solution that helps web surfers find what they need via a smaller search-topic universe for more concentrated results. Websites can receive exposure on a free or paid basis, depending on the engine. Some examples of vertical search include local search engines like Yahoo! Local, Google Maps, industry specific sites like WeConnectFashion.com (a search engine about fashion), and job search engines like HotJobs.com.

What are the different types of online advertising opportunities that are available?

Vertical search, display advertising, email marketing, viral marketing news sites, blog marketing, behavioral advertising, social media advertising, contextual advertising, affiliate marketing.

What is the only constant with online marketing?

change

List some best practices to help keep your e-mails from being hit hard with spam hammer.

• Don't use excessive exclamation points (Learn more!!!!!). • Don't use a lot of capital letters (BUY PRODUCT NOW). • The "f" word (free) can be a spam filter flag. If you use it in your subject line, try not to use it with capital letters or an exclamation point. • Overuse of images can also be a flag for spam. • Certain words that are affliated with high-volume spam use (such as "loans", "insurance", "prescription drugs", etc.) have high flag rates. Using these words less in the body of the email can help get an email through the filters.