internet marketing 101
TRANSCRIPT
E- TECHNOLOGY AFRICA EBOOK
MARKETING ON THE WORLD WIDE
WEB (WWW) your
INTERNET MARKETING 101
E-TECHAFRICA.CO.KE
Understanding Today’s Internet Marketing And Providing A Holistic Approach On How To Do It.
by Catherine Mong’ina
Copyright © 2015 E-Technology Africa
All Rights Reserved
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TABLE OF CONTENTS
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CHAPTER 1 Internet Marketing Defined
CHAPTER 2 Search Engine Optimization (S.E.O)
CHAPTER 3 Email Marketing
CHAPTER 4 Social Media Marketing
TABLE OF CONTENTS
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CHAPTER 5 Web Analytics
CHAPTER 6 Content Marketing and Blogging
CHAPTER 7 Pay Per Click (PPC)
CHAPTER 8 Copywriting
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CHAPTER 1
WHAT IS INTERNET MARKETING?
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WHY INTERNET MARKETING?Also called online marketing / online advertising. Internet simply means using the internet to deliver marketing messages to consumers all around the world.
There are over 2 billion internet users around the world every single day. Analysts predict that by the year 2020 the world will have over 5 billion internet users.
This makes the internet the single largest marketplace in the world and a powerful vehicle to creating wealth.
Translation, the internet is here to stay and the internet marketing industry in Africa is going to experience exponential growth in the coming decade why not join in NOW!
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CHAPTER 2
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S.E.O Search Engine Optimization commonly called S.E.O sounds complicated but really it’s the process of helping your website rank better on search engine’s (such as Google) organic/unpaid search results.
Not quite as easy to achieve though…
Requires a lot of patience and hard work.
SEO is an IMPORTANT internet marketing strategy.
“To rank well, build a site so fantastic that it makes you
an authority in your niche.” ~ Matt Cutts, Head of Google
Web Spam Team
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S.E.O Unfortunately a well designed website doesn’t guarantee you a top spot, like I said its hard work so let’s get right into it.
Its plain and simple if people think you are important so will Google.
So the question is how will Google know people think you are important?
Google has access to an enormous amount of usage data that shows what people actually spend time doing online.
That means if your website ranks 1st place in Google’s unpaid
search results you are considered an AUTHORITY in your niche.
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S.E.O The truth is anybody can be an SEO expert all you need is the passion and interest and you will be on your way to a lucrative career of online marketing.
There are lots of FREE resources on the internet to help you develop your SEO skills.
Google’s SEO starter guide is an extremely valuable resource for all online marketing professionals.
The beginners guide to SEO found on MOZ.COM may be a great place to start if you are a complete novice on the online world.
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S.E.O Conclusion,
What people say about you (in this case your online business/website) is more important than what you say about yourself.
5 Factors That Help Your Website Rank Better On Google
The Ultimate Guide To Generating Traffic To Your Website
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CHAPTER 3
Email Marketing
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EMAIL MARKETING 101Building an email list is the holy grail of succeeding online. Its one of the ways to cultivate a large audience base by collecting emails and a great way to communicate your information.
Businesses that have over time built a large email list tend to make more money than the ones that haven’t.
It is therefore advisable to start collecting emails on your website from the onset.
A great way to collect emails is to have something good and relevant to giveaway such as an eBook much like this one you are reading
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EMAIL MARKETING 101A huge part of email marketing is investing in a good autoresponder. An autoresponder is a piece of software that enables you to automatically send emails to your subscribers.
Popular autoresponders are Mailchimp, Aweber, GetReponse just to name a few.
All these softwares have different pricing structures so my advice is to see what works best for your business.
Personally I use Mailchimp (its free upto 2000 subscribers!) for now but as my list grows I will probably invest in Get Response, it’s a really good autoresponder that I highly recommend to everyone… though it’s a bit pricy.
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EMAIL MARKETING 101Also, it is wise to attach a privacy policy to your optin widget or pop up as people subscribe to your newsletter.
Conclusion,
Ben Lerer, founder of Thrillist Media Group, which now touts an audience of over 4 million, and revenue of more than $50 million said: “When someone subscribes, they invite you into their inbox on a regular basis …”
How To Optimize Your Landing Page and Make Lots of Money
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CHAPTER 4
Social Media Marketing
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SOCIAL MEDIA MARKETING 101We are all familiar with the popular social media networking sites such as Facebook and Twitter.
There is absolutely no doubt social media has totally revolutionized e-commerce and internet businesses in East Africa.
The reason is because it’s as simple as opening a Facebook/Twitter page (free of charge), having a great product/brand and attracting an audience. Really, that’s it! If you do it right the opportunities are endless.
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SOCIAL MEDIA MARKETING 101The number of Facebook likes on your page doesn’t necessarily mean you are “popular” and social media marketing is not about increasing followers/likes it’s all about attracting an audience that will convert to customers through targeting a specific audience.
To achieve this you need to start by understanding who your customers are; there are two types of customers you need to take care of :
1. The one who buys your stuff .2. The person who get lots of other people to read your
content.
I know this might sound harsh but the rest IGNORE
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SOCIAL MEDIA MARKETING 101The truth is social media can exhaust you when you try to give everybody an equal amount of attention. I know this from my experience of running a Facebook commerce page.
Understand who your customer is and don’t engage people who aren’t the right customer.
Save your energy for customers who want to buy your products.
Finally, DON’T overspend on advertising your pages you might attract unnecessary traffic (I call it noise..) to your page that may not necessarily translate to sales.
Social Media Marketing Made EasyWhy You Should Adopt Social Commerce in KenyaOnline Tools That Will Blow You Mind.
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CHAPTER 5
Web Analytics101
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WEB ANALYTICS 101The main goal for internet marketing is to get people to your
website and making them stay. Web Analytics offers you a great
way to track your visitors experiences on your website.
Benefits of Web Analytics include:
• Easily see how many visitors reach a page
• Understand where visitors may be falling off the path
along the way
• Use this information to improve site content and
design
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WEB ANALYTICS 101• Goals help you make smarter decisions about your marketing
efforts by telling you:
• Which marketing campaign or referral converted the
most visitors
• Geographic location of converted visitors
• Keywords that lead to goal conversion
There are lots of FREE resources on the internet to help you develop your Web Analytical skills
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WEB ANALYTICS 101Google Web Analytics starter guide is a great place to start if you are a novice to analytics. This guide even gives you a step by step process of setting up your Google Analytics and Adwords account.
Tools You’ll Need to get started
• Access to the Internet• Access to your website’s HTML• Basic HTML knowledge
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CHAPTER 6
Content Marketing
and Blogging
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Content Marketing and BloggingContent Marketing simply means the creation of valuable content that has a marketing purpose.
There are many ways to profit from content: blogging, video tutorials, email newsletters, white papers and free reports.
Content drives the Internet, and consumers are looking for information that solves a problem, not an immediate sales pitch.
The individuals and businesses that are having the most success online tend to take an approach that involves a high ratio of valuable content that seemingly has no sales agenda, mixed with periodic promotional messages.
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Content Marketing and BloggingGreat content is tough to create and it takes dedication and time.
A really great way to attract an audience to your website is to incorporate a blog and feed it high quality content on a regular basis.
There’re lots of great blogs in Kenya you can try and emulate from.
Quick tip: check out the Bloggers Association of Kenya (BAKE) winner’s blogs, they’ll give you an insight on what people are interested in reading, this also give you an idea on popular topics you can pick for your blog posts. Here’s the list of BAKE Winners
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Content Marketing and BloggingYour website is the center of your internet marketing plan. The website needs to have a ton of great content.
Whether you’re website is called a blog or not, I think every single website should be built using a blogging software. I prefer Wordpress and would recommend everyone to have there website built on this platform.
Now as an IT professional I do know of my other content management systems and built websites using most if not on all of them but Wordpress has by far exceeded my expectations.
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Content Marketing and BloggingConclusion,
If you genuinely help people they will feel the need to return the favor and the next time you run a promotion they will be reaching for their wallets.
It’s human nature to reciprocate generosity so capitalize on it.
Solve a problem your audience cares about and entertain them while you’re at it.
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CHAPTER 7
Pay Per Click (PPC)
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Pay Per Click (PPC)I know what you’re thinking, sounds IT or too technical. It actually isn’t! The whole idea of this eBook was to make previously perceived complicated terms (like PPC) easy to understand so not to worry I will break it down.
Pay-per-click ads are used to drive traffic to websites. Typically, advertisers have to pay the publishers (oftentimes the actual website owner) when the ads are clicked on.
PPC is however not a reliable long term online marketing strategy since its gets more and more expensive year in year out.
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Pay Per Click (PPC)
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CHAPTER 8
Copywriting
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CopywritingCopywriting is the ability to sell anything using words. The copy is meant to persuade someone to buy a product, or influence their beliefs.
High quality content means nothing if you can’t sell it. Copywriting skills are extremely invaluable if you run an online business. Remember, content drives the internet and you need to know how to sell that content.
As an entrepreneur, you don’t even need to do the writing yourself. But understanding the art and science of effective copy is the thing that allows you to direct your content, copy, marketing strategy, and even your product and service development.
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CopywritingRegardless of whether you content is in text, audio or video effective copy skills can boost your conversions tremendously so you want to capitalize on them.
Captivating headlines, button colors , your word choice and understanding your buyer will help you find that winningpremise.
In other words, the premise is the concept that weaves itself from headline to call to action, tying everything together into a compelling, cohesive, and persuasive narrative with one simple and inevitable conclusion — your desired action.
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Enjoy More Content With Lots Of Beautiful And Informative Infographics1. 5 Tools to Enhance Your Online Experience2. 5 Awesome Must Have Google Chrome Extensions For Your
Small Business3. 5 Reasons You Should Adopt Social Commerce In Kenya4. Ultimate Guide To Generating Traffic To Your Website5. 5 Important Factors That Affect Your Website’s Google Rank6. Password Management: Convenience Vs Security7. Ultimate Guide To Safe Online Payments In Kenya8. Things You Should Never Tell Your Web Developer9. How To Revamp Your Landing Page And Make Lots Of Cash.10. Social Media Marketing 101.
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