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Guerrilla eMarketing

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Guerrilla eMarketing. Stephan Spencer. President, Internet Concepts. sspencer_at_netconcepts.com ... Leading analysts predict that market valuations will not ... – PowerPoint PPT presentation

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Title: Guerrilla eMarketing


1
Guerrilla eMarketing
  • Stephan Spencer
  • President, Internet Concepts
  • sspencer_at_netconcepts.com
  • www.netconcepts.com

2
These Are Interesting Times
3
I Hate To Burst Your Bubble, But
  • Leading analysts predict that market valuations
    will not return to previous, unreasonable levels
  • Focus must now be on profitability and making the
    cash reserves last
  • The Solution? Develop e-marketing strategies that
    are low-cost and high-return

4
eMarketing Strategies That Wont Burn Through All
Your Cash
  • Email marketing
  • Viral marketing
  • Link building
  • Search engine optimization
  • Pay-for-performance advertising (affiliate
    programs)
  • Content distribution

5
Email Marketing
  • No spamming!
  • Opt-in, not opt-out (get consumers consent!)
  • Read Permission Marketing by Seth Godin
  • Deliver value
  • newsletters, reminders, announcements, greeting
    cards, incentives, special offers
  • Segment your market
  • Test test test!

6
More Tips on Email
  • Publish and abide by a strict privacy policy
  • Make it short sweet - use links
  • Monitor number/variety of contacts
  • Avoid burnout (frequency expectations)
  • Provide an easy way to unsubscribe
  • Avoid use of purchased lists
  • Be sure reply works
  • Have it signed by a real person

7
Viral Marketing
  • Word of mouth marketing
  • Make it compelling for consumers to refer their
    friends
  • to purchase your products, visit your site, sign
    up for a free trial, subscribe to your
    newsletter, etc.
  • Read Unleashing the Ideavirus by Seth Godin and
    The Tipping Point by Malcolm Gladwell
  • Examples HOTorNOT.com, Quixtar, Paypal, Vindigo

8
Search Engines
  • The search engines periodically explore and
    index your web site
  • You need to make sure they know your site exists
  • Optimize your pages every page has a song
  • Create new content write for search engines as
    much as for people

9
Search Engines
  • Pick the right keywords to target
  • Overture will give you relative search popularity
    http//inventory.overture.com
  • Ex hair color 16000, hair coloring 4100,
    colorant 150
  • Keywords placed in title tags, hyperlink text,
    headline text, and high in the body copy are
    given more weight
  • Title tags are critical

10
Search Engines
  • Meta tags are not a magic bullet
  • Frames and dynamic pages (i.e. pages w/ ? or
    in the URL) kill rankings
  • Monitor your rankings over time, as they will
    change
  • Pay to play bid on keywords at Overture.com
  • Learn more at SearchEngineWatch.com

11
Directories
  • Directories are lists of sites organized by
    topic, usually editorially reviewed
  • Different from a Search Engine
  • When submitting your site, include relevant
    keywords in your site name description
  • Dont forget niche sites!

12
Directories
  • Submit your site
  • Yahoo! 299
  • LookSmart 0.15/click (partners Excite,
    Altavista, MSN Search)
  • Open Directory (www.dmoz.org) free (partners
    AOL, Lycos, Netscape, Hotbot, Altavista, Google)

13
Link Building
  • Link popularity affects search engine rankings
  • Links from popular sites (like Yahoo!) have more
    impact on your rankings
  • Check your link popularity at www.marketleap.com/p
    ublinkpop
  • Check your PageRank with the Google Toolbar
    (download it from toolbar.google.com)
  • Read Eric Wards ClickZ column on Building Links
    at www.clickz.com/column/bl.html

14
Affiliate Programs
  • Pay For Performance / Revenue sharing
  • Amazon.com blazed the trail with their
    Associates Program
  • Many affiliate programs listed at Refer-it.com
  • Read The Complete Insiders Guide To Associate
    Affiliate Programs www.linkstosales.com
  • LinkShare, BeFree, Commission Junction..

15
Content Distribution
  • Take your best nuggets from your site and
    disseminate them elsewhere on the Web
  • Microsites
  • Example www.women.com/beautifulyou/
  • Sponsored content
  • Business2.0 article business2.com/content/magazine
    /marketing/2000/09/29/19075
  • Transactive banners
  • Example www.bluestreak.com/gillette.html

16
In Summary
  • Dont fritter your money away on expensive portal
    deals, celebrity web events, launch parties, etc.
  • Drive traffic, and SALES, cost effectively with
    email, word of mouth, links, search engines,
    affiliate programs, and microsites

17
Questions?
  • Feel free to email me at sspencer_at_netconcepts.com
  • Thank you!
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