Overview
Introduction
Strategy
The System
Step #1
Market Research
Step #2
Select a Domain Name
Step #3
Register a Domain Name
Step #4
Setup WEB Hosting
Step #5
Setup an AutoResponder
Step #6
Create Lead Capture Page
Step #7
Survey AFTER OptIn
Step #8
Select/Create Product
Step #9
Create Website
Step #10
Research Keywords
Step #11
Create Info Pages
Step #12
Create eMail Messages
Step #13
Setup a BLOG
Step #14
Drive Traffic to Your Site
Step #15
Build Your List
Step #16
Improve Conversion Rate
Step #17
Add Affiliate Products
Step #18
Mindset
Conclusion
Final Suggestions
Resources
Other Valuable Resources
Glossary
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Glossary of Marketing Terms
above the fold
- the section of a Web page that is visible without scrolling.
ad blocking - the blocking of Web advertisements, typically
the image in graphical Web advertisements.
ad space - the space on a Web page available for
advertisements.
advertising network - a network representing many Web sites
in selling advertising, allowing advertising buyers to reach broad
audiences relatively easily through run-of-category and
run-of-network buys.
affiliate - the publisher/salesperson in an affiliate
marketing relationship.
affiliate directory - a categorized listing of affiliate
programs.
affiliate forum - an online community where visitors may read
and post topics related to affiliate marketing.
affiliate fraud - bogus activity generated by an affiliate in
an attempt to generate illegitimate, unearned revenue.
affiliate marketing - revenue sharing between online
advertisers/merchants and online publishers/salespeople, whereby
compensation is based on performance measures, typically in the form
of sales, clicks, registrations, or a hybrid model.
affiliate merchant - the advertiser in an affiliate marketing
relationship.
affiliate network - a value-added intermediary providing
services, including aggregation, for affiliate merchants and
affiliates.
affiliate software - software that, at a minimum, provides
tracking and reporting of commission-triggering actions (sales,
registrations, or clicks) from affiliate links.
ALT text - HTML attribute that provides alternative text when
non-textual elements, typically images, cannot be displayed.
AltaVista - search engine located at
www.altavista.com
animated GIF - a graphic in the GIF89a file format that
creates the effect of animation by rotating through a series of
static images.
application service provider - provider of applications/services
that are distributed through a network to many customers in exchange
for a stream of smaller payments as opposed to one fixed, upfront
price.
Ask Jeeves - metasearch engine located at
www.askjeeves.com
B2B - business that sells products or provides services to
other businesses.
B2C - business that sells products or provides services to
end-user consumers.
Back End
banner ad - a graphical web advertising unit, typically measuring
468 pixels wide and 60 pixels tall (i.e. 468x60).
banner blindness - the tendency of web visitors to ignore banner
ads, even when banners contain information visitors are actively
looking for.
banner exchange - network where participating sites display banner
ads in exchange for credits which are converted (using a
predetermined exchange rate) into ads to be displayed on other
sites.
barter - to exchange goods or services directly without the use of
money.
beyond the banner - online advertising not involving standard GIF
and JPEG banner ads.
blog - A frequent, chronological publication of personal thoughts
and Web links.
bookmark - a link stored in a Web browser for future reference.
button ad - a graphical advertising unit, smaller than a banner ad.
button exchange - network where participating sites display button
ads in exchange for credits which are converted (using a
predetermined exchange rate) into ads to be displayed on other
sites.
buzzword - a trendy word or phrase that is used more to impress than
explain.
caching - the storage of Web files for later re-use at a point more
quickly accessed by the end user.
cascading style sheets (CSS) - a data format used to separate style
from structure on Web pages.
click-through - the process of clicking through an online
advertisement to the advertiser's destination.
click-through rate (CTR) - The average number of click-throughs per
hundred ad impressions, expressed as a percentage.
conversion rate - the percentage of visitors who take a desired
action.
cookie - information stored on a user's computer by a Web site so
preferences are remembered on future requests.
cost-per-action (CPA) - online advertising payment model in which
payment is based solely on qualifying actions such as sales or
registrations.
cost-per-click (CPC) - the cost or cost-equivalent paid per
click-through.
CPM - cost per thousand impressions.
Cross-Sell - A marketing term for the practice of suggesting related products or services to a customer who is considering buying something. If you're buying a book on Amazon.com, for example, you may be shown a list of books similar to the one you've chosen or books purchased by other customers that bought the same book you did. A search on a company's Web site for bed linens might also bring up listings of matching draperies. The most ubiquitous example of cross-sell is likely the oft-spoken fast food phrase: "Would you like fries with that?"
customer acquisition cost - the cost associated with acquiring a new
customer.
deep linking - linking to a web page other than a site's home page.
description tag - an HTML tag used by Web page authors to provide a
description for search engine listings.
disintermediation - the elimination of intermediaries in the supply
chain, also referred to as "cutting out the middlemen."
DogPile - metasearch engine located at www.dogpile.com
domain name - location of an entity on the Internet.
doorway domain - a domain used specifically to rank well in search
engines for particular keywords, serving as an entry point through
which visitors pass to the main domain.
doorway page - a page made specifically to rank well in search
engines for particular keywords, serving as an entry point through
which visitors pass to the main content.
Down-Sell - Down-selling is simply where you have an offer that's easy to purchase - doesn't require a lengthy analysis, doesn't require a big financial decision, and is easy to grab now. It's a lower cost, lower barrier to purchase offer as compared to your core product or service.
email - the transmission of computer-based messages over
telecommunication technology.
email marketing - the promotion of products or services via email.
email spam - unwanted, unsolicited email.
Excite - portal located at www.excite.com
exclusivity - contract term in which one party grants another party
sole rights with regard to a particular business function.
ezine - an electronic magazine, whether delivered via a Web site or
an email newsletter.
ezine directory - directory of electronic magazines, typically of
the email variety.
Fast Search - search syndication company located at
www.fastsearch.com and www.fast.no -- also powers the search engine
located at www.alltheweb.com.
favicon - a small icon that is used by some browsers to identify a
bookmarked Web site.
FFA - free-for-all links list, where there are no qualifications for
adding a link.
first-mover advantage - a sometimes insurmountable advantage gained
by the first significant company to move into a new market.
Flash - multimedia technology developed by Macromedia to allow much
interactivity to fit in a relatively small file size.
forum - an online community where visitors may read and post topics
of common interest.
frames - a structure that allows for the dividing of a Web page into
two or more independent parts.
free - without monetary cost.
frequency cap - restriction on the amount of times a specific
visitor is shown a particular advertisement.
Front End
Go Network - defunct portal located at www.go.com
Google - search engine located at www.google.com
Goto - pay per click search engine that changed names and is now
located at www.overture.com
guerilla marketing - unconventional marketing intended to get
maximum results from minimal resources.
hit - request of a file from a Web server.
home page - the main page of a Web site.
house ad - self-promotional ad a company runs on its media outlets
to put unsold inventory to use.
HTML banner - a banner ad using HTML elements, often including
interactive forms, instead of (or in addition to) standard graphical
elements.
HTML email - email that is formatted using Hypertext Markup
Language, as opposed to plain text email.
hybrid model - a combination of two or more online marketing payment
models.
impression - a single instance of an online advertisement being
displayed.
inbound link - a link from a site outside of your site.
incentivized traffic - visitors who have received some form of
compensation for visiting a site.
Inktomi - search syndication company located at www.inktomi.com
interactive agency - an agency offering a mix of Web
design/development, Internet advertising/marketing, or
E-Business/E-Commerce consulting.
interstitial - an advertisement that loads between two content
pages.
invisible Web - the portion of the Web not accessible through Web
search engines.
Ixquick - metasearch engine located at www.ixquick.com
JavaScript - a scripting language developed by Netscape and used to
create interactive Web sites.
keyword - a word used in a performing a search.
keyword density - keywords as a percentage of indexable text words.
keyword marketing - putting your message in front of people who are
searching using particular keywords and keyphrases.
keyword research - the search for keywords related to your Web site,
and the analysis of which ones yield the highest return on
investment (ROI).
keywords tag - META tag used to help define the primary keywords of
a Web page.
link checker - tool used to check for broken hyperlinks.
link popularity - a measure of the quantity and quality of sites
that link to your site.
link text - the text contained in (and sometimes near) a hyperlink.
linkrot - when Web pages previously accessible at a particular URL
are no longer reachable at that URL due to movement or deletion of
the pages.
log file - file that records the activity on a Web server.
long domain name - domain names longer than the original 26
characters, up to a theoretical limit of 67 characters (including
the extension, such as .com).
Looksmart - Web directory located at www.looksmart.com
Mamma - metasearch engine located at www.mamma.com
manual submission - adding a URL to the search engines individually
by hand.
marketing - the total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling.
marketing plan - the part of the business plan outlining the
marketing strategy for a product or service.
meta tag generator - tool that will output META tags based on input
page information.
meta tags - tags to describe various aspects about a Web page.
metasearch engine - a search engine that displays results from
multiple search engines.
moderator - at a forum, someone entrusted by the administrator to
help discussions stay productive and within the guidelines.
mousetrapping - the use of browser tricks in an effort to keep a
visitor captive at a site, often by disabling the "Back" button or
generated repeated pop-up windows.
MSN Search - search destination at search.msn.com
navigation - that which facilitates movement from one Web page to
another Web page.
netiquette - short for network etiquette, the code of conduct
regarding acceptable online behavior.
network effect - the phenomenon whereby a service becomes more
valuable as more people use it, thereby encouraging ever-increasing
numbers of adopters.
Northern Light Search - search engine located at
www.northernlight.com
opt-in email - email that is explicitly requested by the recipient.
opt-out - (1) type of program that assumes inclusion unless stated
otherwise. (2) to remove oneself from an opt-out program.
outbound link - a link to a site outside of your site.
page view - request to load a single HTML page.
pagejacking - theft of a page from the original site and publication
of a copy (or near-copy) at another site.
pass-along rate - the percentage of people who pass on a message or
file.
pay per click (PPC) - online advertising payment model in which
payment is based solely on qualifying click-throughs.
pay per click search engine - search engine where results are ranked
according to the bid amount, and advertisers are charged when a
searcher clicks on the search listing.
pay per lead (PPL) - online advertising payment model in which
payment is based solely based on qualifying leads.
pay per sale (PPS) - online advertising payment model in which
payment is based solely based on qualifying sales.
payment threshold - the minimum accumulated commission an affiliate
must earn to trigger payment from an affiliate program.
permission marketing - marketing centered around obtaining customer
consent to receive information from a company.
pop-under ad - an ad that displays in a new browser window behind
the current browser window.
pop-up ad - an ad that displays in a new browser window.
portal - a site featuring a suite of commonly used services, serving
as a starting point and frequent gateway to the Web (Web portal) or
a niche topic (vertical portal).
Raging Search - search engine located at www.raging.com
rate card - document detailing prices for various ad placement
options.
reciprocal links - links between two sites, often based on an
agreement by the site owners to exchange links.
rectangle ad - any one of the large, rectangular banner sizes
suggested by the IAB.
rep firm - ad sales partner specializing primarily in single-site
sales.
return days - the number of days an affiliate can earn commission on
a conversion (sale or lead) by a referred visitor.
rich media - new media that offers an enhanced experience relative
to older, mainstream formats.
run-of-network (RON) - ad buying option in which ad placements may
appear on any pages on sites within an ad network.
run-of-site (ROS) - ad buying option in which ad placements may
appear on any pages on sites within an ad network.
search engine - a program that indexes documents, then attempts to
match documents relevant to the users search requests.
search engine optimization - the process of choosing targeted
keyword phrases related to a site, and ensuring that the site places
well when those keyword phrases are part of a Web search.
search engine spam - excessive manipulation to influence search
engine rankings, often for pages which contain little or no relevant
content.
search engine submission - the act of supplying a URL to a search
engine in an attempt to make a search engine aware of a site or
page.
search spy - a perpetually refreshing page that provides a real-time
view of actual Web searches.
self-serve advertising - advertising that can be purchased without
the assistance of a sales representative.
shopping cart - software used to make a site's product catalogue
available for online ordering, whereby visitors may select, view,
add/delete, and purchase merchandise.
sig file - a short block of text at the end of a message identifying
the sender and providing additional information about them.
site search - search functionality specific to one site.
site stickiness - the amount of time spent at a site over a given
time period.
skyscraper ad - an online ad significantly taller than the 120x240
vertical banner.
spam - inappropriate commercial message of extremely low value.
splash page - a branding page before the home page of a Web site.
sponsorship - advertising that seeks to establish a deeper
association and integration between an advertiser and a publisher,
often involving coordinated beyond-the-banner placements.
super affiliate - an affiliate capable of generating a significant
percentage of an affiliate program's activity.
surround session - advertising sequence in which a visitor receives
ads from one advertiser throughout an entire site visit.
text ad - advertisement using text-based hyperlinks.
text link exchange - network where participating sites display text
ads in exchange for credits which are converted (using a
predetermined exchange rate) into ads to be displayed on other
sites.
title tag - HTML tag used to define the text in the top line of a
Web browser, also used by many search engines as the title of search
listings.
top 10 - the top ten search engine results for a particular search
term.
trick banner - a banner ad that attempts to trick people into
clicking, often by imitating an operating system message.
two-tier affiliate program - affiliate program structure whereby
affiliates earn commissions on their conversions as well as
conversions of webmasters they refer to the program.
Up-Sell - A marketing term for the practice of suggesting higher priced products or services to a customer who is considering a purchase. An up-sell offer is typically for a better version of the same product or service you are considering, such as a gym membership with more privileges, or a faster computer. The most ubiquitous example of up-sell is likely the often-spoken fast food phrase: "Would you like to biggie-size that?"
underdelivery - delivery of less impressions, visitors, or
conversions than contracted for a specified period of time.
unique visitors - individuals who have visited a Web site (or
network) at least once in a fixed time frame, typically a 30 day
period.
URL - location of a resource on the Internet.
vertical banner - a banner ad measuring 120 pixels wide and 240
pixels tall.
viral marketing - marketing phenomenon that facilitates and
encourages people to pass along a marketing message.
volunteer directory - a Web directory staffed primarily by unpaid
volunteer editors.
Web browser - a software application that allows for the browsing of
the World Wide Web.
Web design - the selection and coordination of available components
to create the layout and structure of a Web page.
Web directory - organized, categorized listings of Web sites.
Web ring - a means for navigating a group of related sites primarily
by going forward and backward.
Web site award - an award given from one Web site to another Web
site.
Web site traffic - the amount of visitors and visits a Web site
receives.
Web site usability - The ease with which visitors are able to use a
Web site.
whois - a utility that returns ownership information about
second-level domains.
Yahoo - portal located at www.yahoo.com
Zworks - metasearch engine located at www.zworks.com
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