Internet Marketing Lesson: An Easy Guide

Lesson Overview

• Company Website and URL: Building an Online Identity
• Google Local Search: Reaching Local Customers
• Search Engine Optimization (SEO): Climbing to the Top of Search Results
• Sign-Up Forms: Starting a Conversation with Customers
• Email Databases and E-Newsletters: Staying Connected
• Website Control: Making Changes Easily
• News and Press Release Pages: Sharing Developments
• Visual Content: Photos and Videos
• YouTube Channels and Social Media Pages
• Blogs, Twitter, and Regular Updates
• Publishing Articles and E-Books
• Planning and Budgeting Website Updates
• Key Internet Marketing Concepts

In today's technology-driven world, the internet is not just a place to play games or watch videos-it is a powerful tool for learning, communication, and business. Businesses now use the internet to advertise, talk to customers, and sell their products. This is known as internet marketing or digital marketing.

The Internet Marketing IQ Survey helps businesses measure how well they are using the internet for marketing. This lesson will explore the most important concepts in internet marketing-each of which is also covered in the quiz. You will learn what these concepts mean, why they matter, and how they connect together.

Company Website and URL: Building an Online Identity

What is a URL?

A URL (Uniform Resource Locator) is the address of a website on the internet. For example, a URL like www.safetech.com directs users to the homepage of a company called SafeTech.

Why a URL Should Match the Company Name

A company's URL should match its name so customers can:

• Easily remember the website.
  
• Quickly find it using search engines.
  
• Avoid confusion with other businesses.
  

If a company called "BrightShoes" uses a URL like www.brightshoes.com, it becomes easier to trust and access.

Publishing a Website

Once a company creates a website and makes it available on the internet, it is considered "published." This means:

• Anyone can visit the site anytime.
  
• The company now has a digital home to display information, images, videos, and contact details.
  

Why This Matters

Having a website and matching URL makes a company appear professional and easy to locate. It also prevents other people from taking similar names and misleading customers.

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Google Local Search: Reaching Local Customers

What is Google Local Search?

Google Local Search helps people find businesses in their local area. For instance, searching for "bookstore near me" will show results from nearby bookstores that have registered with Google.

Benefits for Businesses

• Appears on Google Maps.
  
• Shows important info (address, phone number, hours).
  
• Lets customers leave reviews.
  

Being listed in Google Local makes it easier for local customers to discover the business and visit or contact them.

Search Engine Optimization (SEO): Climbing to the Top of Search Results

What is SEO?

Search Engine Optimization (SEO) is a set of techniques used to make a website appear higher on search engines like Google.

Why It Is Important

• Most people click on the first few links in search results.
  
• SEO improves website visibility.
  
• It helps attract more visitors by using keywords, links, and fast-loading pages.
  

Example

If a toy shop wants to appear when someone types "educational toys," it must use those words in its website content and product descriptions.

Sign-Up Forms: Starting a Conversation with Customers

What is a Sign-Up or Request Form?

A form on a website where users can type in their name, email, or question is called a sign-up form or request form.

Why Companies Use It

• To collect information from visitors.
  
• To send quotes or additional information.
  
• To start building a customer relationship.
  

Without this, potential customers may leave the site without contacting the company.

Email Databases and E-Newsletters: Staying Connected

Email Database

An email database is a list of email addresses collected from customers or website visitors. It allows companies to send messages to large groups.

E-Newsletters

E-newsletters are regular updates sent by email. They include:

• News and tips.
  
• Sales or promotions.
  
• New product updates.
  

Frequency and Tracking

Companies often send these newsletters monthly and track:

• Open Rates: How many people opened the email.
  
• Click Rates: How many people clicked on links inside the email.
  

Email Communication Tools

Tool	Purpose
Email Database	Stores customer emails
E-Newsletter	Sends updates, news, or offers
Open Tracking	Measures who reads the email
Click-Through Tracking	Shows what links were clicked in the email

Website Control: Making Changes Easily

Updating From the Office

Modern websites can be updated directly by the company from any computer, without hiring outside help. This makes it easy to:

• Add new services.
  
• Change contact information.
  
• Post sales or promotions quickly.
  

This gives the business flexibility and control over its content.

News and Press Release Pages: Sharing Developments

What is a Press Release Page?

A Press Release is an announcement about important company events or achievements. A press page gathers all of these updates in one spot on the website.

Purpose

• Builds trust.
  
• Shows transparency.
  
• Keeps customers informed.
  

Visual Content: Photos and Videos

Before-and-After Photos

These show the results of a service or transformation. For example, a cleaning company might show a dirty room before cleaning and the clean version after.

Company Videos

Videos help:

• Explain services.
  
• Demonstrate products.
  
• Tell the story of the company.
  

YouTube Channels and Social Media Pages

YouTube Channel

A platform for sharing videos. A company might post:

• Customer testimonials.
  
• Product tutorials.
  
• Behind-the-scenes tours.
  

Social Media Platforms

Sites like Facebook, LinkedIn, and others allow businesses to:

• Interact with customers.
  
• Share updates and images.
  
• Join conversations related to their industry.
  

Maintaining a presence on social media boosts visibility and trust.

Blogs, Twitter, and Regular Updates

What is a Blog?

A blog is a regularly updated section of a website that contains short articles or stories related to the business.

Twitter and Micro-Blogging

Twitter allows quick updates in 280 characters or less. Companies use it for:

• Flash sales.
  
• Quick tips.
  
• Announcements.
  

Regular Updates Matter

When companies post regularly, it shows:

• They are active and engaged.
  
• They care about sharing information.
  
• They keep up with trends and customer interests.
  

Publishing Articles and E-Books

Info-Rich Content

Companies may publish:

• How-to articles.
  
• Detailed guides.
  
• Downloadable e-books.
  

This kind of content:

• Builds expertise.
  
• Educates visitors.
  
• Keeps people on the website longer.
  

Example: A bakery might publish "10 Fun Recipes for Kids to Bake at Home."

Planning and Budgeting Website Updates

Why Annual Website Planning is Important

Websites should change as the business grows. Planning includes:

• Updating images and text.
  
• Improving page speed.
  
• Adding new tools or sections.
  

Budgeting ensures that the company can afford these updates without delays.

Key Internet Marketing Concepts

Concept	What It Does	Why It's Important
URL and Website	Creates online identity	Helps customers find and trust the company
Google Local Search	Shows business in local search	Increases local visibility
SEO	Improves search ranking	Brings more visitors
Sign-Up Page	Collects customer info	Starts communication
Email & Newsletter	Maintains connection with clients	Builds trust and repeat business
Email Tracking	Measures newsletter success	Improves future emails
In-Office Updates	Allows fast website changes	Adds flexibility
Press Release Page	Shares business news	Builds transparency
Photos and Videos	Visual proof and storytelling	Engages visitors
YouTube & Social Media	Expands online reach	Builds brand awareness
Blogs and Twitter	Share short or detailed updates	Builds engagement
Articles and E-books	Educate and inform	Builds authority and loyalty
Yearly Planning	Keeps website fresh	Maintains professional appearance

Key Takeaway: 

Internet marketing is a powerful part of modern business. Each step-from owning a URL to publishing content and tracking email performance-helps companies build trust, attract customers, and grow. Understanding these concepts prepares students not only for the Internet Marketing IQ Survey but also for future learning about technology, business, and communication.

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