RAVEN5 Internet Marketing White Paper 2013

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Internet Marketing whitepaper

RAVEN5CREATING MESSAGES THAT BUILD BRANDS

www.raven5.com


INTERNET MARKETING WHITE PAPER

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INTERNET MARKETING WHITE PAPER

We’ve prepared this presentation in an effort to provide you with the basic information required to build an Internet marketing program that is efficient and effective. Our twelve-step process will ensure your long-term online success.

Many of these tools are, for the most part, available to you for free. However, we would suggest you seek a professional to assist you through this online maze. Internet marketing is new to most, and is currently surpassing traditional media as the primary marketing and advertising mechanism for many businesses. Google is only twelve years old and has impacted everything we do on offline and online.

Internet marketing is like all other business building functions: it takes time, patience, and energy; there is no real quick fix. We understand that you are busy building your business and although you can implement many of the suggestions we are going to cover, we realize that you do not want to get your marketing degree! As such, we recommend that you build your Internet presence with the assistance of a Digital Agency or Internet Consultant.

This resource guide outlines the most important things that you can implement to begin the process of building your business online. We recommend that you take this one step at a time.

The Internet has changed the way the world works, the way people access information, the way they shop, and the way they interact. You need to get started now in this process in order to ensure continued business success in the next decade. Our twelve “JOBS” will get you there.

Before you get started, we recommend you do a “Where are we now?” analysis of your current “Internet Health.” We suggest putting together a summary report using online tools that will provide you with your current position. We offer an Internet Health program that covers the basic information you need to know.

If you haven’t already done so, Google Analytics should be added to your site for evaluation. Our program offers basic information such as: when your domain expires, who is the registrar of your website? How many indexed pages does your website have with the major search engines? Your pagerank, backlinks, and keywords are important for evaluation as well. Others such as Hubspot ranking, your Woorank or Alexa ranking are equally important. Other questions to consider are, how sociable is your brand? Your company?

Internet marketing is like all other business building functions; it takes time, patience, and energy; there is no real quick fix.

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Paid search is a significant segment of your e-marketing program and therefore the starting point.

We believe that you need to know exactly where you are and how you’re ranked presently before making any decisions and before you take the next steps with your internet marketing. This is essential in order to be able to watch and evaluate each step and your progress online.

Building business takes time as you well know. Internet Marketing is identical; it takes time to transition and change both your thinking and your business strategies. We recommend a twelve-step program that is sure to build your online reputation, your organic ranking, your Internet leads and your Internet sales.

Each of these “JOBS” are steps; they are incremental recommendations that, when implemented, will build you a long-term Internet asset. Here are our recommendations:

JOB #1 PAY PER CLICK ADS (PAID SEARCH) (PPC)

We feel that Pay Per Click (PPC) is the first step in developing and ensuring that you build a solid foundation to your e-marketing. We start the process of e-marketing by deciding and implementing the “KEYWORDS” and “KEY PHRASES” around which you are going to build your content and website. After all, a great deal of e-marketing surrounds “Search” and the ability to be found.

Paid advertising is a viable business opportunity, especially online. Paid search is a significant segment of your e-marketing program and therefore the starting point.

As you know, your customers are surfing the Internet and finding products they want to know about or purchase. Your customers have technical and pricing information prior to making an in-store visit. The largest question for all companies is “Are the customers using search finding my site when they seek out products and services on the Internet?”

Google Adwords is the most utilized because Google is the search engine most used for search, representing over 70% of all searches.

PPC advertising is an effective way to drive qualified prospects to your website to increase sales. The PPC message, or ad, is typically shown at the top or to the right of natural, or “organic” search results on the first page.

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A successful PPC campaign requires ongoing tracking and tuning to optimize the key components.

The ad display is free; you only pay when visitors click on the ad, hence the name Pay-Per-Click. The ad, consisting of a title, a short bit of text, and a link to the site, is displayed when the selected keywords are used in searches. The price of the click is what advertisers are willing to pay, determined on an auction/bid system.

There are many ways to ensure a good PPC campaign, and we believe that a “good offer” (an offer of value) is imperative in the success of any campaign you produce online or offline.

Prior to running any PPC campaign, here are a few of the areas that should be discussed and reviewed:

· Determine your objectives for the campaign or website · Establish the daily/monthly budget · Choose the keywords pertaining to your product or service · Prepare your ad with a compelling headline and short offer · Direct clicks to a relevant landing page that delivers on the promise in the ad

A successful PPC campaign requires ongoing tracking and tuning to optimize the key components. Reviewing and establishing the following three factors are critical to long-term success:

· Keyword bids · Click-through-rates (CTR) · Conversion rates

Your PPC ad is displayed when the selected keywords are used in searches. The price of the click is determined on an auction system, based on what advertisers are willing to bid.

When setting up a campaign, here are a few recommendations:

1) Determine your objectives for the campaign - are you looking to drive awareness or leads?

2) Establish the daily/monthly budget - how much are you prepared to bid for individual keywords and spend on the campaign?

3) Choose the keywords pertaining to your product or service - how do your customers think about and search for what you are promoting?

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A website needs to first give your customers a reason to visit, and then a reason to come back.

4) Prepare your ad with a compelling headline and short offer - why should someone click on your ad?

5) Direct clicks to a relevant landing page - does the page deliver on the promise in the ad? A successful campaign requires ongoing testing, tracking, tuning and optimizing.

6) Keywords - which keywords are driving visits and leads?

7) Keyword bids - are you bidding enough to get optimum visibility for your ads?

8) Click-through-rates (CTR) - are the ads relevant to the keywords, and compelling?

9) Conversion rates - is the landing page offer sufficient?

Pay-Per-Click is a level playing field for all advertisers and is an ideal way to drive leads quickly. PPC is also an outstanding real-time source of marketing intelligence, by determining how well your message resonates with those searching for your products. Another benefit is the fact PPC is very useful in directing the efforts of your organic SEO program.

JOB #2 WEBSITE

Likely, you have a website. Like all websites, they were initially built to be “signware,” as that’s what used to be all that marketers knew what to do with the Internet.

Today, your website needs to do one of two things: either SELL something, or provide information that will HELP you SELL something. There are some groups that provide information only, but for the most part, Internet Marketing is about selling products or services.

Once you have settled on a set of keywords and key phrases using your Google analytics and your PPC campaign, you can now begin to update and/or rebuild your website using these words and phrases.

A website needs to first give your customers a reason to visit, and then a reason to come back.

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'Is this a resource I would bookmark?'

Here is a list of things to consider about your current website, as well as the questions, thoughts and guidelines that you can use to make a decision about upgrading or replacing your website:

1) What is the purpose of this site?

· Why is the customer here? · What can they do here? · Why would they come back?

2) Can the site be found?

· How can they find this site? · What are the keywords? · Is it “search friendly?”

3) Can I find what I want when I get there?

· Is it easy to get to my primary goal? · Is everything valuable above the fold? · Is there a clear call to action? · Where do the eyes go? · Can I navigate the site easily? · Can I find the ‘Contact Us’ link?

4) Design and Presentation

· Is the site aesthetically pleasing? · Is the site welcoming, warm & friendly? · Are the colours and images clear? · Is it easy to read? · Is this site consistent from page to page? · Does the site have personality?

5) Content

· Do I see what I want? · Can I get information and learn? · Can I purchase here? · Is this a resource I would bookmark? · Is the site written in plain language? · Would I recommend this site to a friend?

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Our team recommends that you seek the assistance of a professional or digital agency when updating and building your website.

The CMA has produced an Essential Website Check List:

1) Skip the splash intro2) Intuitive domain3) Works without the www4) One sentence tagline5) Useful title pages6) Focus on the highest priority takes7) Corporate information in one place8) Have a search box9) Simple visual design10) Meaningful graphics11) Consistent brand messaging online and offline12) “You are here” indicator13) High contrast link palette14) Consistent navigation15) Plain English16) User-centric language17) Links on verbs (not nouns)18) Content, provide lots of valuable content19) Show examples 20) Link all logos

There are a few recommendations of ours as well:

21) Links to social media?22) Video?23) Easy contact form above the line?24) Clean, focused on a single action?25) USP (Unique Selling Proposition) clear?

You can find a list of the top ten website mistakes here:http://www.raven5.com/blog-raven5/web-design-top-10-mistakes

Our team recommends that you seek the assistance of a professional or digital agency when updating and building your website. At Raven5 we assert that your website is the “HUB OF YOUR BUSINESS”, and as such we recommend that you enlist the assistance of a professional. This is a critical step in your online marketing!

Does your website need updating, or do you need a new website? If your website is over 3 years old, we’d suggest that you consider a full upgrade to meet today’s e-marketing and ecommerce challenges.

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You should ensure that you do not share or sell your list to unrelated parties, because your credibility is at stake.

Job #3 LIST BUILDING & EMAIL ACQUISITION

Now that your website upgrade is complete, and your keywords and key phrases are implemented in your metadata, the next most important project you need to implement is list building. Capturing email addresses is an ongoing project, as your list will continue to change. Opting out is part of the process, as such, continually building your list is essential to building your business. Once you start evaluating your email list, you will see an ongoing movement of addresses.

A privacy policy should be set. It’s good business. You should ensure that you do not share or sell your list to unrelated parties, because your credibility is at stake. There is no recovery from this fatal flaw!

There are a number of ways to capture email addresses, and for most of our small business clients, we use and recommend the following acquisition techniques:

Offline Acquisition Techniques:

· In-store ballots · Telemarketing · Customer Events · Warranty Cards · Contests · Coupons · Mail-in Rebates · Radio

*Include Web Address on all print, newspaper, and magazine pieceshttp://www.raven5.com/blog-raven5/email-acquisition-offline

Online Acquisition Techniques:

· Website – have an acquisition form on the home page · Online Coupons · Online Contests · Third Party Marketing Lists – you can purchase · Viral Marketing Programs – can’t plan these · Free webinars · Special discounts · Free whitepapers · Email Newsletter Programs – ask, ask and ask again

http://www.raven5.com/blog-raven5/email-acquisition-online

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Email is the fastest, most flexible, cost effective, personalized and targeted communication in the world today.

Always ask for permission to contact your prospective customer. Remember, this is a team effort: your marketing programs online and offline can and should work together. The basic information that you should be trying to collect is Name (first & last), email address, gender, age, postal code and income (if that fits with your primary purpose).

Something that is always overlooked is the “refer a friend" component. We’d recommend you utilize this function; it’s one of the most effective because it involves the recommendation and validation from a friend. An interesting statistic is that 83% of people trust the recommendation of a friend, while only 13% trust advertising. Refer a friend is great list building function.

Most acquisition techniques are fairly simple and can be implemented immediately, and we’d suggest that you get started. After all, you have a website that is ready to sell and it isn’t much good without the ability to drive traffic. We’d recommend you involve your staff, your customers and your vendors in building your email marketing lists, the next critical step.

JOB #4 EMAIL MARKETING

So far, so good! We have updated our website, we have built our email list and we have a process for continuing to acquire names. I believe that we all understand the concept of permission-based marketing. In general, this means that our clients and prospects at some point have to opt-in to receive email communications.

Generally, our privacy guidelines should be included in the process of opting in. It’s fair to expect that it should always be easy for contacts to opt out, when and if they desire. It’s just a good business practice, in a world of openness and transparency.

Email marketing is still the top e-marketing and online opportunity for both vendors and customers. Email is a pervasive tactic and continues to grow. “Email is the fastest, most flexible, cost effective, personalized and targeted communication in the world today” according to Peppers & Rogers Group.

Email marketing is a process, and as such, you need a strategy. Your strategy needs to be clear and concise. There should be some selling aspect, and definitely an offer (at least in most cases).

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Email marketing is an easy, inexpensive way to reach your customers and prospects.

We can’t stress enough, in today’s world of Foursquare, Groupon, and Kickstart, an offer (and a GOOD offer!) is important to ensure success!

Here is a list of some considerations when building your email strategy:

What do you want accomplished: sell something or branding?Make a compelling offer (valid only to this email group)Ensure it’s relevant to your listKnow why a person signed upUse and test subject linesUse and test sender accounts Send reverent contentBe consistent in your frequency: weekly, monthly, etcUse video; be data richUse contests, couponsIncorporate social mediaProvide valuable informationWebinars, seminars, catalogues, gift certificatesLoyalty pointsFree Trials, gifs, and shippingDiscountsSales, bulk orders, early bird offers

There are lots of things to consider when dealing with your email marketing strategy (e-marketing). There are several types of email marketing opportunities. Newsletters are a great opening for discussion points, information, letting clients know what’s going on with your company in your market and how it impacts your customer. Promotional offers are another great opportunity to “touch” your customer and naturally, they provide value. Offers are generally well accepted by your customers. Time triggered specials or discounts are very effective in maintaining communication as well as moving product.

Email marketing is an easy, inexpensive way to reach your customers and prospects. Doing so in a fashion that is friendly, easy and provides value to your customers, will continue to build opportunities for your business in years to come. Don’t hesitate to build a relationship with a Digital Agency that works in the email marketing space. You’ll get valuable information and insight, as well as a professional touch to your email campaigns.

http://www.raven5.com/blog-raven5/email-campaign-basicshttp://www.raven5.com/blog-raven5/email-what-consumers-want http://www.raven5.com/blog-raven5/email-marketing

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Social Media has changed the landscape for just about everything, just like Google has.

JOB #5 SOCIAL MEDIA

There are currently over 1000 social media sites and over 300,000 mobile apps on the market.

We believe that you should begin with the top 6 social media websites: Facebook, Twitter, LinkedIn, Slideshare, Google+ and YouTube. The reasons: Facebook as it has the largest interface, Twitter has a very active fan base, LinkedIn has almost all fortune 500 companies represented, SlideShare has presentations (and it works well with PowerPoint), Google+ because you can't count out Google, and YouTube has Video (if you’re ready for Video).

Social Media has changed the landscape for just about everything, just like Google has. It has impacted the way we interact, the way we search, the way we maintain friendships, the way we research and the way we buy. Here are some key stats:

Fact - Facebook - 1.11 Billion users, 665 Million login daily, average user has 141.5 friends, people spend 7.5 Billion hours a month on Facebook. 7.5 Billion hours a month, big numbers, users = customers & prospects – PEOPLE

Fact - Twitter - 550 Million+ users, 58 Million tweets daily, 2.5% engagement rates – COMMUNICATION

Fact - LinkedIn - 225+ Million users, 200 countries, 64% of users are from outside the US visitors, 95% of companies use it to find and attract employees – BUSINESS

Fact - Slideshare - 58 Million monthly visitors, Slideshare users are highly educated, more than 62% hold a College Degree and 19% have a Masters or PhD. Over 50% are managers, directors and other business decision makers – EDUCATION

Fact - Google+ - 500 million + users. 48% of Fortune 500 companies represented. Users spend 60+ minutes across Google products – CONNECT

Fact - Youtube - 4 Billion+ Video views daily. Every minute, 72 hours of video is uploaded, 51% of users visit YouTube weekly or more often – FUN

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Social Media has permanence and is growing daily in influence.

The standard for approaching Social Media focus around these terms: You need to be aware that there is permanence to the Internet, and it’s important to start slowly and get a sense of the media prior to stepping in. Social Media is not only new media, some are suggesting it’s the ONLY media.

The terms that are most utilized: Listen, Engage, Be real, Honest, Open, Be respectful, Enjoy, Be transparent and TRUST.

Fact is, Social Media will make you be the person your mother would be proud of! Social Media is the blending of your personal and professional image. Privacy is something that you must consider letting go of. At minimum, you must be comfortable with opening up part of your life in order to build trust and have transparency.

Social Media language looks and sounds like this: Dialogue, One-to-one marketing, Real-time communication, Dynamic, Collaborative, Segmented, Authentic, Transparent and Relevant.

Fact is, Social Media is full of opportunities as well as risk. Social Media has permanence and is growing daily in influence. The biggest question you have to ask yourself here is “What’s the risk of not getting involved?”

JOB #6 FACEBOOK ADS

Facebook ads are another great opportunity for Paid Advertising. Facebook is the second most visited site on the Internet (with Google being the first).

Setting up Ads is fairly simple and straightforward. You first need a Facebook account, and can use either a standard Facebook profile or a business style account. You can click on the link called “CREATE AN AD” and follow the step-by-step directions.

One of the interesting areas is choosing your target demographic, and seeing the estimated reach, and the estimated CPC or CPM for your ad. It can run for one day or continuously. With Facebook ads, you really are at the helm.

Facebook ads offer a complete guide on how to get started and a Help Center that will assist you through the process. Or, as we generally recommend, you may seek the assistance of a professional. Having Google Adword experience will really help in ensuring you target appropriately.

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One of the great opportunities with blogging is the ability to increase your visibility on the search engines.

The difference between Google Adwords and Facebook Ads is that on Facebook, you target the kinds of people you’d like your ad to be viewed by, whereas using Google Adwords, you utilize keywords in the search process.

JOB #7 BLOGGING

We believe that content is king! Content is what drives your customers and prospects to your website. After all, there are only a couple of reasons to visit any website.

Reason number one? To purchase. Reason number two? To find information. Blogging is a fantastic way to impart knowledge, build a following, and create a reason for visiting your website. Customers can’t buy if they don’t visit!

According to Technorati, 72% of bloggers want to share their expertise, 61% of bloggers do so to make money, and 53% of bloggers want to attract new customers. We recommend that you incorporate your blog into your website. There are several inexpensive options for off-website blogs, such as Blogger and Word Press, but it is strongly advised to incorporate your blog into your website. Traffic and content will assist in your organic ranking.

What is a blog? http://www.raven5.com/blog-raven5/what-is-a-blog

We recommend blogging for the following reasons:

1) Provides content, giving your customers a reason to visit your site2) Establishes you or your firm as an informed expert3) Builds website traffic optimizing for keywords4) Link building (inbound links)5) Builds brand awareness

As well, according to Mitch Joel of Twist Image, “blogging creates seven things: critical thinking, ideation, tinkering, relationships, business, sharing and acts as an exhaust valve.”

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The issue around Ghost blogging centers on honesty, openness and transparency.

One of the great opportunities with blogging is the ability to increase your visibility on the search engines. As such SEO plays an important part in implementing your blog. Again, we recommend that you incorporate your blog into your website, as it’s notably impactful to the search engines.

Here are some considerations:

1) Focus on unique content2) Link to your previously published posts3) Link to other blog posts4) Never link to suspicious sites5) Never buy inbound or backlinks6) Light images, as load time is an issue7) Single focus content

Social media is a tool that can be used to provide content via your network. Additionally, working in conjunction with your social media presence, your blog will assist in building a larger following. Sharing content will keep your readers involved with your firm and your message!

Ghost blogging is an area that requires a great deal of consideration. Ghost blogging is generally defined as a blog written by a company or person on behalf of another company or person. Although we don’t recommend the use of ghost bloggers, we do appreciate that blogging isn’t everyone’s strong suit and that alternatives are required. The issue around Ghost blogging centers on honesty, openness and transparency. Your following will quickly lose interest if it is disclosed that you’re not involved in the actual writing or posting.

http://www.raven5.com/blog-raven5/ghost-blogging-dont-ask-dont-tell

Guest blogging, on the other hand, for business is an effective and popular way to expand the reach of your blog. Guest blogging is when someone writes a post for you to publish on your own blog. The most obvious benefit is the fact that you are being seen as a leader in the industry with various authorities contributing on your behalf. That is a huge advantage for both your company and your brand.

Blogs should be designed with your reader in mind. As such, it need not match your website completely. However, they should be complementary. We recommend that you keep the design simple, use standard fonts, good contrast, and ensue that readability is the focus.

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Using SlideShare is the best way to share presentations, documents and professional videos.

If you do implement a blog, ensure that you blog on a regular basis. Be consistent in your postings! Content is king, and customers are looking for your input.

http://www.raven5.com/blog-raven5/ready-set-blog

JOB #8 SLIDESHARE

PowerPoint presentations are part of everyday business. PowerPoint has replaced the corporate brochure as the main means of communicating your company’s core competencies.

SlideShare is a natural partner for your online presentations, and is very easy to use. It’s utilized by hundreds of large enterprise brand companies, like Microsoft, Dell and Pfizer to name a few. SlideShare is the home for presentations by small business and professionals as well.

Using SlideShare is the best way to share presentations, documents and professional videos. The ability to share on Facebook, Twitter & LinkedIn is also a great opportunity to be utilized. You can also embed your Slide Share presentation into blogs, your website or landing page.

The majority of traffic at SlideShare comes via search, and the average visitor stays for 8 minutes viewing around 20 slides. As such, we suggest they are engaged. LinkedIn is a key partner as well. Speakers, consultants, marketers, CEO’s, engineers and designers all use SlideShare.

SlideShare has had explosive growth and is currently the 300th most popular site, with 52 Million unique visitors a month, 159 Million page views and month and over 10,000 presentations uploaded daily.

Depending on your needs, Slide Share offers a basic program at no cost, as well as paid versions ranging from $19.00 to $249.00 monthly, with many additional offerings.

There are a couple of competitors to SlideShare, such as Myplick, Sliderocket and Slide. Some critics note that the options may be better, but SlideShare has become the YouTube of Slideshows. As such, we recommend SlideShare for the reason that it has become the industry normal.

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Every minute, 72 hours of video is uploaded and the average person spends 15 minutes a day on YouTube.

PowerPoint presentations are part of day-to-day business presentations, and the ability to upload and share these presentations online through your website, your blog or your choice of social media is a great opportunity and should not be overlooked. SlideShare is a new and a viable online media option.

JOB #9 VIDEO

Video or rich media is becoming an integral part of building content and followers for social media, blogs and websites. Research indicates that people remember only 20% of what they hear, 30% of what they see, but 70% of what they hear AND see.

Technological advances in video production have significantly reduced the production costs of providing good quality video. Video should be entertaining and short, with a single relevant message that tells a distinct story.

Here are 10 tips for creating effective web videos:

1) Keep it short2) Create ONE key message3) Know your audience4) Limit ‘talking head’5) Maintain high production values6) Break content into modules7) Make it interactive8) Quality content9) Hire professionals10) Use the best streaming technologies

There are a number of video sharing sites, and for most small businesses we recommend that you utilize these sites to house your video.

Although YouTube is the leader with over 400 million unique visitors monthly and the household brand name. There are several others you may wish to consider: Hulu, DailyMotion, MetaCafe, MegaVideo, MySpace Videos, Yahoo! Video, Vimeo, Break, TV.com and Veoh are just a few of the video sharing sites on the market.

However, YouTube is the leader, and there are over 4 Billion+ views a day. Every minute, 72 hours of video is uploaded and the average user spends 15 minutes a day on YouTube. More statistics can be located at this link if you want further evidence of the impact of video.

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Article Marketing is a great way to drive traffic to your website, landing page, blog or social media profile.

http://www.jeffbullas.com/2013/02/11/the-facts-and-figures-on-youtube-in-2013-infographic/

The fact remains that video is a large component in today’s online world and continues to grow. Video is a natural next step for your online presence, after your social media and blog are running. In fact, Videos are complementary and can be shared throughout your online stream.

Are you ready for video? If so, the first step is ensuring that you know who your audience is, and what the key message of each video will be. Like all other marketing initiatives, you must be able to paint a picture of your customer and have a clear view of their needs.

Naturally, a professional will ensure you create the appropriate visual impression. Many are using video in a fairly low quality level, which is fine for some applications.

As with everything else, if you’re using your video for branding, we’d suggest that you use the assistance of a professional videographer and/or editor to ensure you have a high quality production.

JOB #10 ARTICLE MARKETING

As we stated clearly, content is king. There is no better friend on the Internet than high quality relevant content in your subject area or area of expertise.

Article Marketing is a great way to drive traffic to your website, landing page, blog or social media profile. If you haven’t already started archiving your blog materials, it's time to do so in order that you build a library of factual information related to your area of expertise.

The good news is that Article Marketing is free in almost all cases. Your only investment is the time. Signing up for these sites is very straight forward, and in most cases they range from 300 words to 5000 words, so you start slow and easy.

Here is a list of five popular article sites:www.articlebiz.comwww.articledashboard.comwww.goarticles.comwww.ezinearticles.comwww.isnare.com

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Socialmc2 is a scalable, secure, and powerful 'conversion' engine that, when applied to traditional marketing, channels and exponentially increases reach, brand loyalty, conversion, and R.O.I.

Your goal in Article Marketing is similar to Social Media Marketing, so leave your sales hat at home. Ensure you begin in a conversational style, by imparting knowledge. Be open and transparent, and it’s always best to inject something of yourself. Humour is always a welcome attribute, if appropriate. The goal is to build your reputation as an expert in your area. As such, inform, educate, and entertain. If you made an impact, or they want more information, direct them to your website. After all, it’s the hub of your business.

JOB #11 SOCIAL MEDIA SHARING

Social Media Sharing is a new and growing area of expertise. At present, you need to have the assistance of a professional. We offer programs that assist you in building an online database. It’s a great opportunity to spread and share an offer; these are internet-based direct mail programs that additionally assist in improving your organic rank.

Socialmc2 is an exclusive program that we refer for social sharing. Using Socialmc2, it’s not unusual to receive 100% response rates, due to the expansion of your audience through social media. Socialmc2 adds data to your database, builds opt-in lists quickly, significantly improves your search engine rankings and allows you to easily calculate your return on investment (R.O.I).

Socialmc2 is a scalable, secure, and powerful 'conversion' engine that, when applied to traditional marketing, channels and exponentially increases reach, brand loyalty, conversion, and R.O.I.

How Does Socialmc2 Work?

1) Powerful consumer engagement - Our Smart PURL (personal URLs), combined with a compelling offer, to a targeted list create the first phase of engagement.

2) Greater data capture - Because you’re giving your audience something valuable, you have permission (in the unwritten code of the internet) to ask questions in return, the answers to which will help you market even more effectively.

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Social sharing is new and growing, with applications being introduced almost daily.

3) Expanded reach - This is where Socialmc2 really excels. Before downloading their activated coupon or offer, participants are invited to share the offer with friends and family on any one of 233 social networks on the web, exponentially expanding the reach of your offer.

4) Track consumer actions in real time - Your promotion happens right before your eyes in real-time as you track consumer actions daily, every step of the way.

5) Calculate your R.O.I. - The Socialmc2 dashboard tells you how well your offer is working and what your return on investment is.

Success Story - BERNINA 7th Heaven 7th Heaven mailed to 23,000 opt-in names. Added an additional 14,120 opt-in names to our list. (61% increase)

7th Heaven redeemed over 3,000 coupons, increased likes by more then 1,600 and obtained over 670,000 page views. Success Story - Craft Beer Zone Craft Beer Zone mailed to 20,000 opt-in names. Added an additional 11,354 opt-in names to our list. (57% increase)

Craft Beer Zone increased likes by more then 5,400 and obtained over 63,545 responses.

Social sharing is new and growing, with applications being introduced almost daily. The Socialmc2 program offers real time analytics with proven results. It’s a must-do if your budgets allow.www.socialmc2.com

JOB #12 ONLINE LEAD GENERATION

Your website should be the hub of your business and online lead generation programs are another area that impact online sales, conversions, as well as your organic ranking.

BFound is an exclusive program that utilizes an effective combination of Search Engine Optimization (SEO), Pay Per Click (PPC) and Social Media Marketing (SMM), that will increase leads, customers directly from your website. Our formula of SEO/PPC and SMM put the Internet to work for you in a way that makes an immediate difference.

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With your website at the center, all activities and pathways lead back to your website or landing pages.

We all understand how to HUNT for new customers; we have all done that for years. Investing in direct mail, sales force, ads and promotion dollars, hoping our prospects remember us when it’s time to buy. Most of us are pretty good at HUNTING for customers. We call this model of marketing “SPEND, HUNT and HOPE”.

The BFound program works with you to expand your customer base, adding new geographic locations, new sales channels, or just adding more customers from your primary market. Our goal is to build e-marketing strategies that allow you to BFound.

Google changed the game

Today, when a customer is looking for something, they simply google the words and phrases that suit what they are looking for. Are you there? They are open to suggestions from social media sites. Are you there? In many cases they will find what they are looking for on the first page of the search results (organic ranking), or at least have their short list.

With your website at the center, all activities and pathways lead back to your website or landing pages. It is important to have everything anchored in a central spot. Your website is a great hub. We are creating a website that is more than just “brochureware”.

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Internet marketing takes time and patience. It’s a slow climb to build your online presence.

BFOUND is designed to allow people to find you when they are looking to buy what you have to sell. Reasons BFOUND is effective:

1) People are able to buy - not be sold - they found you because they were actively looking for a solution.

2) You want short-term results with a long-term plan - you need leads today, but you have to create an active funnel.

3) You want to measure campaign results - what works so you can stop doing what is no longer effective.

4) Your prospect finds you WHEN they need you - this solves one of marketing’s toughest challenges.

5) Your sales cycle is too long - it’s expensive to touch a prospect several times during the sales process.

BFound is an effective tool that when implemented has significant results, generates leads, sales as well as improves your organic ranking. BFound is one more tool in the online toolbox of Internet Marketing.

GETTING STARTED

So, back to where we started… if we haven’t scared you off yet!

This presentation was prepared in an effort to give you the information required to build an Internet marketing program that is efficient and effective.

Your online or internet presence should be your number one e-marketing goal. Remember, conventional media is in decline in all segments. Everything online - your website, your social networking, blogging, even mobile marketing - are all on the upswing. All online activities are growing at double-digit rates.

These tools are available to you in most cases free, but as with anything else new, we’d suggest you seek help from a professional digital agency to assist you throughout this maze. Internet Marketing is new to most of us, and has overtaken traditional media as the primary marketing and advertising mechanism.

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Internet Marketing and online advertising have overtaken all traditional media opportunities, and this trend will continue.

We understand that you are busy building your business and, although you can implement many of the suggestions we have outlined, we caution you that Internet marketing takes time and patience. It’s a slow climb to build your online presence.

So, how do you get started? We recommend you start slow; we have provided this guide in what we believe is the sequence that you should follow in building an internet and online presence.

SUMMARY

Job #1 PPC Ads will assist you in determining your keywords and key phrases, it’s the right first step.

Job #2 Update that website! Organize it, redesign it – after all it’s the hub of your business, meta data is still important!

Job #3 Build your email list. It’s your first opportunity to speak directly with your client, plus it’s easy and inexpensive to implement.

Job #4 Commence your Email Marketing program. Make sure you lead them to your website, and note, the offer itself is important!

Job #5 Social Media Marketing, the next step in your online client conversation.

Job #6 Facebook Ads are a great way to build a following; fans are key to a long-term Social Media strategy. Testing is part of this process as well.

Job #7 Blog, Blog & Blog some more! Content is king; give your customers & prospects a reason to visit, give information and recommendations.

Job #8 PowerPoint & SlideShare. Powerful online presentation building is your next step, share your knowledge!

Job #9 Video is the fastest growing segment currently. Quality video builds and entertains your following. Keep them short, and keep them interesting.

Job #10 Article Marketing. Once all other segments are running this is free, and effective in building your online reputation.

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The only alternative left is to get started. No time like the present!

Job #11 Social Sharing. The Socialmc2 program is a great opportunity for building your online subscribers for both email and social network friends and fans.

Job #12 Online Lead Generation. BFound integrates your online presence in a way that impacts your sales leads directly.

These Twelve Steps will allow you to build a solid foundation online. Let’s face it, Internet Marketing and online advertising have overtaken all traditional media opportunities, and this trend will continue. Traditional media in all areas is seeing declines in readership, viewership and revenues, while at the same time all segments of e-marketing are growing.

We recommend that you seek assistance with a professional or Digital Agency. Generally, there is just far too much to take on in house. Segments of the recommendations we’ve listed may work; however, like a symphony, your online e-marketing needs to have a degree of sophistication and seriousness of purpose.

Using these techniques, you can be sure that your e-marketing will result in a high organic ranking. You will build a solid reputation online and improve your online sales and conversions. Like all other business-building functions, it takes time, patience, and energy. The only alternative left is to get started. No time like the present!

Michael Bickerton, Raven5 Ltd.July 2013



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RAVEN5 Internet Marketing White Paper 2013

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