INTERNET

MARKETING

WITH

JOHN DOE
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Chapter 1:

What is
Internet
Marketing?

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The term “internet marketing” has become associated with a
broad range of topics in recent years. For many, it literally
means only what it says: “marketing on the internet”, in
which case it is seen as synonymous with “digital marketing”
and “online marketing”. For others, however, it has come to
be associated more specifically with the worlds of affiliate
marketing, information products, and the “make money
online” niche. For our purposes, we’ll lean more towards the
former and will settle on the following definition:

Internet marketing is the use of internet properties and traffic

to generate leads, sales, or brand awareness. This is
typically done via search engine visibility, social media
marketing, email marketing, and various forms of paid
advertising.

One of the best ways to begin understanding internet

marketing is to break down the various goals a business can
seek to accomplish with it. The ultimate end goal of
marketing is, of course, revenue. With that in mind, we can
certainly classify sales as a primary goal of internet
marketing and many businesses do focus on sending traffic
directly to paid offers, whether digital product sales pages or
physical product pages in an eCommerce store. However,
for many businesses, sales remain a distant, long term goal.
A more common immediate or short-term goal of these
businesses, is lead generation. By using the internet to
affordably collect leads rather than make individual sales, a

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business can then use their lead list to continue marketing
for free (or close to free) to potential customers from that
point forward with the expectation that multiple future sales
will increase the average lifetime value of each lead and
result in a greater long-term ROI from each dollar spent on
marketing.

Lead generation for an online business might consist simply

of building an email list, perhaps with customer names
associated as well. Lead generation for an eCommerce
business or local “offline” business might also include
physical mailing addresses and phone numbers so they can
follow up in other ways such as telemarketing or mailing out
catalogues and special offers. Other businesses might
pursue even more robust lead data such as business
information like industry categories or number of employees
in the case of B2B marketing, or income ranges and family
size in the case of higher-ticket B2C models like insurance
sales or real-estate. Since lead generation is often seen as
the most common and multi-faceted immediate goal of
internet marketing, the entirety of chapter three will be
devoted to the various methods and forms of lead
generation.

Finally, another immediate goal of internet marketing is

growing brand awareness and familiarity. For many
businesses, this might consist of spending large amounts on
banner advertisements or video ads primarily for the purpose

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of getting their brand name, logo, or unique selling
proposition (USP) in front of as many eyes as possible as
many times as possible. The idea here is to increase top-of-
mind awareness so that the potential customer will think of
the brand in future situations when they need that specific
need fulfilled. For example, when a fast food chain airs ads
on television, it’s not because they expect people to
immediately hop in the car and go buy a burger because of
it. It’s because they want you to think of their restaurant next
time you clock-out for your lunch break and are deciding
what to eat. The internet marketing equivalent of this might
be an online tax service heavily investing in banner ads and
video ads in December and January, not because they think
people will suddenly start doing their taxes early, but
because in April when 90% of Americans do their taxes at
the last minute, their brand will be the first one they
remember. Other forms of brand awareness might simply
consist of frequent social media posting. Companies know
that constantly seeing their brand image in their followers’
newsfeeds or Twitter feeds accomplishes that same top-of-
mind awareness as well as other emotional associations with
their brand such as loyalty, pride, good will, and humor
(covered in more detail in Chapter two).

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Chapter 2:

Internet
Marketing
Methods
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Regardless of whether your intended destination for traffic is
a sales page, a lead page, or simply a piece of content, the
potential internet marketing methods are manifold. We’ll
cover the most common ones here.

Email Marketing

Email marketing is unique in this list for a very obvious

reason: you already have their email address. In other
words, the main goal of email marketing is sales, whereas
the other methods in this list can have both sales and lead
generation as a goal. Email marketing basically consists of
sending promotional email messages to a list of leads,
typically using an autoresponder service like GetResponse
or Aweber. Email marketing can be done on a completely
manual basis, in which a business sends out newsletters or
offers at their respective times, or on an automatic basis, in
which a list of leads are put through a sequence of pre-
planned auto-responder messages.
More recently, the concept of marketing automation has
become popular. This is where leads are put through a
unique series of autoresponder sequences that change and
adapt based on the actions of the lead and various “if this
then that” (IFTTT) conditions established by the marketer.
For example, if a lead does not open an email, they might be
automatically sent a follow-up email asking why they hadn’t
opened the previous one, or if a lead clicks on a certain link

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in an email which indicates they have a particular interest,
they might be segmented into a separate list or new
sequence that caters to that specific interest.

SEM

Search Engine Marketing consists of leveraging a search

engine’s paid advertising platform to position your business
as a “sponsored” search result in a prominent, visible place
on Search Engine Results Pages (SERPs). The most
popular search engines for SEM at the moment are Google
and Bing. A business can setup their ad to target a group of
keywords that they’d like to “rank” for, as well as selecting
other variables such as demographics and location. These
ads will then appear at the top or bottom of the SERPs
(depending on various factors such as budget and bidding)
and will have the appearance of a typical search result, with
the one exception of a small word like “ad” or “sponsored”
somewhere on it (this varies among search engines).

SEO

Search Engine Optimization is the use of various on-site and

off-site practices and factors to make your web properties
rank higher in search results. These practices include
methods like keyword usage, original content, frequent
updating/posting, backlinking, social sharing, bounce rates

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(how many people leave after viewing just one page),
visitors’ average time on site, and the use of images and
videos. Until around 2012, SEO was arguably considered
the most vital internet marketing method around and,
depending on your industry, it might still be.
However, in recent years the growing number of competing
web properties in the online space have made ranking very
difficult and expensive for many businesses. This, along with
constant changes to some of the top search engines’
algorithms have led many businesses to conclude that paid
SEM is more cost-effective than SEO. SEO still maintains its
importance in many cases, however, such as in the case of
local “brick and mortar” businesses whose search rankings
are positively affected by the use of nearby city names in the
search terms as well as the various search engines’ use of
locational data.

Ad Networks

Ad networks are an excellent way to get your brand or offer

in front of your target audience on a broad range of web
properties. The most commonly discussed ad network is the
Google Ads network but there are several other out there.
Using these networks will allow you to place banner image
ads, video ads, or simple textual ads in front of web traffic on
a variety of websites. This approach can be especially
powerful when combined with retargeting. This entails

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placing retargeting pixels on your web properties and then
specifically targeting your site visitors via ad networks so that
the offer they initially looked at (and are presumably
interested in) starts following them around the internet
wherever they go. This may sound creepy, but statistics
indicate that people who are retargeted are 70% more likely
to convert!

Individual Sites

Some marketers might prefer to do their advertising on a

case-by-case basis by personally approaching individual,
relevant websites, forums, or blogs in their niche or industry.
When using this manual method, marketers should be sure
to research the metrics of the given site, blog, or forum.
Naturally you’ll want to display your ad in places with a
reasonable level of traffic and a positive reputation to ensure
your advertising dollars are spent well. You can learn a lot
about websites by researching them on Alexa. That said, the
majority of businesses tend to find the use of ad networks to
be a more cost-effective way of advertising.

Social Media Marketing

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Social media marketing has come a long way in the last
several years and has changed the way many businesses
think about marketing in general. For some marketers, social
followers have replaced email addresses, posts and tweets
have replaced promotional emails, and likes have replaced
email opens. Virtually every successful business today has
not only a social media presence, but a clearly defined social
media strategy. Most of these strategies revolve around
posting consistent content.
But it’s more than just posting promotions and offers. A
successful social strategy will include various types of non-
promotional content for various types of goals. Posting about
a charitable cause associates your brand with feelings of
goodwill. Posting about trendy topics makes your brand
seem relevant. Posting useful tips without a sales pitch
makes your business come off as genuinely helpful. Posting
humorous or “feel-good” content associates your business
with positive emotions, and so on. But more importantly,
these types of non-promotional posts are accomplishing two
other goals. First, they’re encouraging social sharing, which
grows your following even more. Secondly, they’re creating
top-of-mind awareness for your brand. People will get used
to seeing your content and your business name, logo, and
USP. As a result, when they have a problem that your
business fixes, they’ll be more likely to think of you first.

All of those social media concepts revolve around organic

activity. However, the major social media platforms today

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have also developed robust paid advertising systems. The
most game-changing of these has been the concept of social
“native advertising”. Native advertising refers to
advertisements that have the appearance of organic content
with the exception of a tiny one-word disclaimer somewhere
designating it as “sponsored” or an “advertisement”. This
new form of paid social media advertising has proven to be
remarkably effective because social media consumers are
already in the habit of looking at, consuming, and engaging
with anything that looks like an organic post in their social
feeds. In addition to this, the line between organic posts and
paid native ads have become increasingly blurred as these
native ads act and function just like organic content (they
can be shared, liked, etc.) and businesses now have the
ability to pay to promote an organic post to give it further
reach.

Video Marketing

If there’s one thing that has been well established in

marketing today, it’s the tremendous power of video. Nothing
else compares. Understandably then, marketers have seized
on video and are leveraging it in numerous ways. Video
marketing is often executed as social media marketing.
Businesses are publishing video content on multiple video
sites such as YouTube, DailyMotion, and Vimeo just as they
would publish non-video content to Facebook or Twitter.

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As with the social media strategy described earlier, a
successful video content strategy includes a good mix of
useful, helpful, trending, humorous, and “feel-good” video
content, with “salesy” videos being in the minority. Once
published, video content should be cross-promoted on other
social media platforms to increase exposure. Another
significant development years ago was that major social
networks like Facebook and Twitter added their own video
uploading and streaming functions, and, of course, the rise
of “short video” sites like TikTok and Instagram’s “Reels”
feature are increasing the overlap between video marketing
and social media marketing.
One further angle on video marketing is paid video
advertising. Presently, the most popular version of this is
YouTube/AdWords video ads which appear at the beginning
of videos on both YouTube as well as other video-playing
properties around the web. These video ads can typically be
skipped after several seconds. In addition to the
YouTube/AdWords video ad network, businesses also often
pay for video ads on an individual basis on other websites,
news sites, and so on.

Content Marketing

Content marketing is largely included in the other marketing

methods mentioned thus far, but it’s also worth discussing by
itself. The most common forms of content marketing are blog

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posts, news articles, and social posting, but content
marketing can also include video and image publishing. The
goals of content marketing are manifold. Firstly, it builds
goodwill with followers who associate your brand with helpful
content. Secondly, content marketing provides an
opportunity to hide a “soft pitch” within “non-salesy” content
which can lead to sales while at the same time providing
useful content. Thirdly, content marketing can be an
excellent way to “pixel” an audience for later retargeting
which has proven to be a devastatingly effective tactic.
Finally, content is the primary driver in most search engines’
algorithms which can result in higher rankings. There are
many benefits beyond these four, but these can be
considered the most relevant and directly impactful ones.

Old School Methods

The following methods have largely become less common, if

not altogether abandoned, because of negative connotations
or even penalties that have been attached to them in the
past. Bit since it’s theoretically possible to engage in these in
a non-spammy manner, it’s worth mentioning them briefly.
Blog commenting and video commenting can often be an
effective way to get your brand in front of relevant
audiences. Just make sure that your comments are relevant,
useful, and not spammy and definitely do not mass-post
comments for the sake of backlinking as that will likely kill

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your SEO thanks to recent search engine algorithms
designed to penalize abusers of this tactic.
Forum posting is another marketing method that has
become less popular today. However, this was less due to
abuses (although there certainly were some) and more
towards a drifting away towards social media platforms. It
simply became more cost-effective and fruitful to focus on
social media. However, it is often the case that most of the
serious devotees of a certain niche may be more likely to be
found on niche-related forums, which means it can still be
beneficial to market your brand in the signature section of
your posts and interact on relevant forums periodically. Just
make sure you’re making genuine and sincere contributions
to the conversation.

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Chapter 3:
Internet
Lead
Generation

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Most of the previous marketing methods have the same
immediate goal in mind: getting traffic to a web page. This
web page could be either a sales/order page or a lead
generation page. Since sales is a relatively straightforward
topic and lead generation is at the forefront of immediate
internet marketing goals, we’ll be focusing on all the
variations of lead generation.

Email List Building

At the top of the lead generation list is email list building.

They say “the money is in the list” and it’s true. The most
common method of email list building is to send traffic to a
lead generation page of some sort. Typically, this is a
landing page pitching some sort of free offer or “lead
magnet” in exchange for a person typing their email into an
opt-in form. This opt-in form might also ask for a name, since
personalized subject lines are known to increase open rates
by around 30%. In addition to a traditional opt-in form which
often sadly leads to low quality email addresses that are
rarely checked or even fake names and emails, there was a
recent development a few years back that allowed marketers
to increase the quality of the contact info they collect. The
“lead ad”.

The “lead ad” or “lead card” concepts are available on

Facebook and Twitter’s advertising platforms. This newer

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type of ad pre-fills Facebook and Twitter users’ name and
email in the opt-in form, and requires them only to tap the
submit button. This is beneficial because the emails and
names associated with a person’s social media account are
more likely to be real and regularly checked. That said, many
people set up their social accounts many years ago, and no
longer check those email addresses regularly and users can
still choose to click on and change the auto filled data in
those fields to a “secondary”, rarely checked, or even fake
email address. But in general, this should still result in a
higher likelihood of a quality email address than a typical
lead page.

Robust Lead Generation

For businesses that require a bit more lead data, a more

robust lead collection approach may be necessary. This
simply entails adding more fields to an opt-in form.
Depending on a business’ needs, this may include items
such as phone numbers, mailing addresses, business
names, industries, income levels, family size, and so on.

SMS List Building

Text Message Marketing has become increasingly popular in

recent years. Initially, the main use of SMS list building was
for major retailers to send out special coupons and

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promotional messages. However, more recently, many
online businesses have been leveraging SMS messaging for
things such as webinar reminders and sales promotions.
There are various ways of conducting this type of list
building, including having people input their mobile numbers
or having them send a text message to a special number.

Push Notifications

Another recent trend has been to have people opt in to push

notifications. This involves a pop-up on your website
requesting permission to send people future updates directly
via their browsers. When a person consents to this, you are
then able to send notifications that pop up in a box on the
bottom right of their screen at any time in the future.

Retargeting

Building a retargeting audience can be considered another

form of list building and is relatively easy to do. Most
platforms including Google Ads, AdRoll, Facebook, Twitter,
and many others have a retargeting pixel that you can paste
onto your web properties. Once this is done, all traffic to
these pages will be cookied and added to your retargeting
list. From that point forward, you’ll have the ability to place
your ads in front of these people almost anywhere on the
web. This includes on social platforms like Facebook,

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Twitter, and Instagram, video sites like YouTube, and
virtually any website, news site, blog, or forum that
participates in any of the major online ad networks. This is a
very valuable form of lead generation because retargeted
traffic has been shown to convert at a 70% higher rate than
cold traffic.

Social Followers

Finally, building a social following can be considered another

form of lead generation. In fact, some are of the opinion that
social followings have replaced the email list. With a large
enough social following, a business can post to one of the
major social networks and have their content and promotions
seen in the social feeds of countless potential customers.
Developments like YouTube’s “subscribe” and “bell icon”
features have added to this phenomenon. The possibility of
these followers sharing these posts gives businesses yet
another way to expand their list even further. Some social
networks, like Facebook, have recently decreased the
percentage of a business’ audience that will see organic
posts in their news feeds. However, if an audience is large
enough, social posting remains a powerful form of marketing
today.

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Chapter 4:

Internet
Marketing
Tools

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Regardless of which method of lead generation you focus
on, your business will need a host of tools to generate leads.
This will be a relatively quick module in which we briefly list
several of the tools available in each of these categories.
But it’s by no means exhaustive.
For email list building, you’ll require a minimum of two tools:
an autoresponder and a landing page builder. Your
autoresponder will be the platform where your email list is
sent, stored, and communicated with. Your landing page
builder, on the other hand, will be where you place your opt-
in forms and collect your leads.

Popular autoresponders include:

GetResponse
Aweber
SendReach
Constant Contact
Active Campaign
MailChimp

Popular landing page builders include:

InstaPage
LeadPages
ClickFunnels
Convertri
Thrive Themes

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For businesses that require more robust lead generation
data, this can usually be done with the above-mentioned
autoresponders and landing page builders. However, for
more flexible and wide ranging forms, a business might find
that a service like FormSite.com, Wufoo, or Formstack will fill
their needs better.

There are a variety of potential tools for SMS list building

including:

TextDeliver
Twilio
Trumpia

Push-notifications can be accomplished with multiple tools

including:

VWO Engage (previously called PushCrew)

OneSignal
Airship

Retargeting can be accomplished via various platforms such

as:

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Facebook
Twitter
Google AdWords
AdRoll
Perfect Audience

Finally, social media marketing can easily be done via the

various social platforms themselves. However, many
marketers prefer to rely on social media management tools
such as:

HootSuite
OnlyWire

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