Traffic, conversion, testing, measurement and communication are five online marketing fundamentals covered in Brian Offenberger's July 16th webinar.

In SEMA's July 16 webinar presentation, Brian Offenberger, CEO of the Aftermarketer Club, shared the five fundamentals for success with Internet marketing.

Five Fundamentals for Success

1. Drive qualified traffic in sufficient, steady reliable quantities: Offenberger says that driving traffic from multiple resources to your website is a must. Getting traffic from Google is the most well-known way to drive traffic, but Offenberger suggests other avenues, such as groups like MySEMA, press releases, articles, web videos and related websites.
   
   “What you are looking for is to have five or more consistent ways for you to generate traffic for your website," said Offenberger. You can also generate traffic through offline sources, such as business cards, service tickets, your vehicles and signage in your store.
2. Process to convert website traffic into leads and sales: Once you have established how to get traffic, now you need to have a process that converts visitors into either leads or sales. You want visitors to come to your web page and either buy something from you or contact you for follow up.
   
   "Make sure that your website gives your customers specific reasons to spend with you versus someone else," said Offenberger. He also says that your site needs a call to action to get visitors to engage and buy from you. There are a wealth of additional suggestions and tips for this step that are outlined in the entire presentation.
3. Testing to find out what works best: Not everything works well right out of the gate, and you test to find out what works best. Sometimes, one thing that changes can have a profound impact on the results in a major way. What do you test? Basic things first: picture, headlines and pricing offers.
4. Measurement and analytics for understanding and action: Measuring and using analytics allows you to understand website-visitor behaviors and intentions—you’ll learn what search terms, engines, or links that brought people to your website; how they move throughout your website; and the web pages they started with. This information is valuable when making business decisions. Google will give you the free program—Google Analytics—to use.
5. Communication to increase customer value: Offenberger says that companies communicate with prospects and customers at regular intervals in a systematic fashion so they purchase more from us for longer periods of time, while reducing our cost-of sales, customer-retention costs and operating costs.
   
   Offenberger stated: “You have people that come to your site who are not ready to buy. You need to have a system in place to talk to them at regular intervals until they are ready to buy. You have people who have bought from you; you need to have a system in place so they will continue to buy from you. Some of you sell products that customers consume, you want them to consume the goods more frequently so they will buy from you more often.”

The presentation also covered common terms used in Internet marketing, the basics of a good website and how to identify and hire a good web designer for your company. Download the entire presentation, “Introduction to Internet Marketing”.

Offenberger’s presentation is one in a series of webinars covering the importance of effective and successful Internet marketing. Register for the next presentation in the series, “Online Marketing Tools You Need Now,” August 6, 10:00 a.m.–11:00 a.m. (PST).

For more on SEMA’s webinar program, visit www.sema.org/webinars.

	Traffic, conversion, testing, measurement and communication are five online marketing fundamentals covered in Brian Offenberger's July 16th webinar.

In SEMA's July 16 webinar presentation, Brian Offenberger, CEO of the Aftermarketer Club, shared the five fundamentals for success with Internet marketing.

Five Fundamentals for Success

1. Drive qualified traffic in sufficient, steady reliable quantities: Offenberger says that driving traffic from multiple resources to your website is a must. Getting traffic from Google is the most well-known way to drive traffic, but Offenberger suggests other avenues, such as groups like MySEMA, press releases, articles, web videos and related websites.
   
   “What you are looking for is to have five or more consistent ways for you to generate traffic for your website," said Offenberger. You can also generate traffic through offline sources, such as business cards, service tickets, your vehicles and signage in your store.
2. Process to convert website traffic into leads and sales: Once you have established how to get traffic, now you need to have a process that converts visitors into either leads or sales. You want visitors to come to your web page and either buy something from you or contact you for follow up.
   
   "Make sure that your website gives your customers specific reasons to spend with you versus someone else," said Offenberger. He also says that your site needs a call to action to get visitors to engage and buy from you. There are a wealth of additional suggestions and tips for this step that are outlined in the entire presentation.
3. Testing to find out what works best: Not everything works well right out of the gate, and you test to find out what works best. Sometimes, one thing that changes can have a profound impact on the results in a major way. What do you test? Basic things first: picture, headlines and pricing offers.
4. Measurement and analytics for understanding and action: Measuring and using analytics allows you to understand website-visitor behaviors and intentions—you’ll learn what search terms, engines, or links that brought people to your website; how they move throughout your website; and the web pages they started with. This information is valuable when making business decisions. Google will give you the free program—Google Analytics—to use.
5. Communication to increase customer value: Offenberger says that companies communicate with prospects and customers at regular intervals in a systematic fashion so they purchase more from us for longer periods of time, while reducing our cost-of sales, customer-retention costs and operating costs.
   
   Offenberger stated: “You have people that come to your site who are not ready to buy. You need to have a system in place to talk to them at regular intervals until they are ready to buy. You have people who have bought from you; you need to have a system in place so they will continue to buy from you. Some of you sell products that customers consume, you want them to consume the goods more frequently so they will buy from you more often.”

The presentation also covered common terms used in Internet marketing, the basics of a good website and how to identify and hire a good web designer for your company. Download the entire presentation, “Introduction to Internet Marketing”.

Offenberger’s presentation is one in a series of webinars covering the importance of effective and successful Internet marketing. Register for the next presentation in the series, “Online Marketing Tools You Need Now,” August 6, 10:00 a.m.–11:00 a.m. (PST).

For more on SEMA’s webinar program, visit www.sema.org/webinars.

	Traffic, conversion, testing, measurement and communication are five online marketing fundamentals covered in Brian Offenberger's July 16th webinar.

In SEMA's July 16 webinar presentation, Brian Offenberger, CEO of the Aftermarketer Club, shared the five fundamentals for success with Internet marketing.

Five Fundamentals for Success

1. Drive qualified traffic in sufficient, steady reliable quantities: Offenberger says that driving traffic from multiple resources to your website is a must. Getting traffic from Google is the most well-known way to drive traffic, but Offenberger suggests other avenues, such as groups like MySEMA, press releases, articles, web videos and related websites.
   
   “What you are looking for is to have five or more consistent ways for you to generate traffic for your website," said Offenberger. You can also generate traffic through offline sources, such as business cards, service tickets, your vehicles and signage in your store.
2. Process to convert website traffic into leads and sales: Once you have established how to get traffic, now you need to have a process that converts visitors into either leads or sales. You want visitors to come to your web page and either buy something from you or contact you for follow up.
   
   "Make sure that your website gives your customers specific reasons to spend with you versus someone else," said Offenberger. He also says that your site needs a call to action to get visitors to engage and buy from you. There are a wealth of additional suggestions and tips for this step that are outlined in the entire presentation.
3. Testing to find out what works best: Not everything works well right out of the gate, and you test to find out what works best. Sometimes, one thing that changes can have a profound impact on the results in a major way. What do you test? Basic things first: picture, headlines and pricing offers.
4. Measurement and analytics for understanding and action: Measuring and using analytics allows you to understand website-visitor behaviors and intentions—you’ll learn what search terms, engines, or links that brought people to your website; how they move throughout your website; and the web pages they started with. This information is valuable when making business decisions. Google will give you the free program—Google Analytics—to use.
5. Communication to increase customer value: Offenberger says that companies communicate with prospects and customers at regular intervals in a systematic fashion so they purchase more from us for longer periods of time, while reducing our cost-of sales, customer-retention costs and operating costs.
   
   Offenberger stated: “You have people that come to your site who are not ready to buy. You need to have a system in place to talk to them at regular intervals until they are ready to buy. You have people who have bought from you; you need to have a system in place so they will continue to buy from you. Some of you sell products that customers consume, you want them to consume the goods more frequently so they will buy from you more often.”

The presentation also covered common terms used in Internet marketing, the basics of a good website and how to identify and hire a good web designer for your company. Download the entire presentation, “Introduction to Internet Marketing”.

Offenberger’s presentation is one in a series of webinars covering the importance of effective and successful Internet marketing. Register for the next presentation in the series, “Online Marketing Tools You Need Now,” August 6, 10:00 a.m.–11:00 a.m. (PST).

For more on SEMA’s webinar program, visit www.sema.org/webinars.

	Traffic, conversion, testing, measurement and communication are five online marketing fundamentals covered in Brian Offenberger's July 16th webinar.

In SEMA's July 16 webinar presentation, Brian Offenberger, CEO of the Aftermarketer Club, shared the five fundamentals for success with Internet marketing.

Five Fundamentals for Success

1. Drive qualified traffic in sufficient, steady reliable quantities: Offenberger says that driving traffic from multiple resources to your website is a must. Getting traffic from Google is the most well-known way to drive traffic, but Offenberger suggests other avenues, such as groups like MySEMA, press releases, articles, web videos and related websites.
   
   “What you are looking for is to have five or more consistent ways for you to generate traffic for your website," said Offenberger. You can also generate traffic through offline sources, such as business cards, service tickets, your vehicles and signage in your store.
2. Process to convert website traffic into leads and sales: Once you have established how to get traffic, now you need to have a process that converts visitors into either leads or sales. You want visitors to come to your web page and either buy something from you or contact you for follow up.
   
   "Make sure that your website gives your customers specific reasons to spend with you versus someone else," said Offenberger. He also says that your site needs a call to action to get visitors to engage and buy from you. There are a wealth of additional suggestions and tips for this step that are outlined in the entire presentation.
3. Testing to find out what works best: Not everything works well right out of the gate, and you test to find out what works best. Sometimes, one thing that changes can have a profound impact on the results in a major way. What do you test? Basic things first: picture, headlines and pricing offers.
4. Measurement and analytics for understanding and action: Measuring and using analytics allows you to understand website-visitor behaviors and intentions—you’ll learn what search terms, engines, or links that brought people to your website; how they move throughout your website; and the web pages they started with. This information is valuable when making business decisions. Google will give you the free program—Google Analytics—to use.
5. Communication to increase customer value: Offenberger says that companies communicate with prospects and customers at regular intervals in a systematic fashion so they purchase more from us for longer periods of time, while reducing our cost-of sales, customer-retention costs and operating costs.
   
   Offenberger stated: “You have people that come to your site who are not ready to buy. You need to have a system in place to talk to them at regular intervals until they are ready to buy. You have people who have bought from you; you need to have a system in place so they will continue to buy from you. Some of you sell products that customers consume, you want them to consume the goods more frequently so they will buy from you more often.”

The presentation also covered common terms used in Internet marketing, the basics of a good website and how to identify and hire a good web designer for your company. Download the entire presentation, “Introduction to Internet Marketing”.

Offenberger’s presentation is one in a series of webinars covering the importance of effective and successful Internet marketing. Register for the next presentation in the series, “Online Marketing Tools You Need Now,” August 6, 10:00 a.m.–11:00 a.m. (PST).

For more on SEMA’s webinar program, visit www.sema.org/webinars.

	Traffic, conversion, testing, measurement and communication are five online marketing fundamentals covered in Brian Offenberger's July 16th webinar.

In SEMA's July 16 webinar presentation, Brian Offenberger, CEO of the Aftermarketer Club, shared the five fundamentals for success with Internet marketing.

Five Fundamentals for Success

1. Drive qualified traffic in sufficient, steady reliable quantities: Offenberger says that driving traffic from multiple resources to your website is a must. Getting traffic from Google is the most well-known way to drive traffic, but Offenberger suggests other avenues, such as groups like MySEMA, press releases, articles, web videos and related websites.
   
   “What you are looking for is to have five or more consistent ways for you to generate traffic for your website," said Offenberger. You can also generate traffic through offline sources, such as business cards, service tickets, your vehicles and signage in your store.
2. Process to convert website traffic into leads and sales: Once you have established how to get traffic, now you need to have a process that converts visitors into either leads or sales. You want visitors to come to your web page and either buy something from you or contact you for follow up.
   
   "Make sure that your website gives your customers specific reasons to spend with you versus someone else," said Offenberger. He also says that your site needs a call to action to get visitors to engage and buy from you. There are a wealth of additional suggestions and tips for this step that are outlined in the entire presentation.
3. Testing to find out what works best: Not everything works well right out of the gate, and you test to find out what works best. Sometimes, one thing that changes can have a profound impact on the results in a major way. What do you test? Basic things first: picture, headlines and pricing offers.
4. Measurement and analytics for understanding and action: Measuring and using analytics allows you to understand website-visitor behaviors and intentions—you’ll learn what search terms, engines, or links that brought people to your website; how they move throughout your website; and the web pages they started with. This information is valuable when making business decisions. Google will give you the free program—Google Analytics—to use.
5. Communication to increase customer value: Offenberger says that companies communicate with prospects and customers at regular intervals in a systematic fashion so they purchase more from us for longer periods of time, while reducing our cost-of sales, customer-retention costs and operating costs.
   
   Offenberger stated: “You have people that come to your site who are not ready to buy. You need to have a system in place to talk to them at regular intervals until they are ready to buy. You have people who have bought from you; you need to have a system in place so they will continue to buy from you. Some of you sell products that customers consume, you want them to consume the goods more frequently so they will buy from you more often.”

The presentation also covered common terms used in Internet marketing, the basics of a good website and how to identify and hire a good web designer for your company. Download the entire presentation, “Introduction to Internet Marketing”.

Offenberger’s presentation is one in a series of webinars covering the importance of effective and successful Internet marketing. Register for the next presentation in the series, “Online Marketing Tools You Need Now,” August 6, 10:00 a.m.–11:00 a.m. (PST).

For more on SEMA’s webinar program, visit www.sema.org/webinars.

	Traffic, conversion, testing, measurement and communication are five online marketing fundamentals covered in Brian Offenberger's July 16th webinar.

In SEMA's July 16 webinar presentation, Brian Offenberger, CEO of the Aftermarketer Club, shared the five fundamentals for success with Internet marketing.

Five Fundamentals for Success

1. Drive qualified traffic in sufficient, steady reliable quantities: Offenberger says that driving traffic from multiple resources to your website is a must. Getting traffic from Google is the most well-known way to drive traffic, but Offenberger suggests other avenues, such as groups like MySEMA, press releases, articles, web videos and related websites.
   
   “What you are looking for is to have five or more consistent ways for you to generate traffic for your website," said Offenberger. You can also generate traffic through offline sources, such as business cards, service tickets, your vehicles and signage in your store.
2. Process to convert website traffic into leads and sales: Once you have established how to get traffic, now you need to have a process that converts visitors into either leads or sales. You want visitors to come to your web page and either buy something from you or contact you for follow up.
   
   "Make sure that your website gives your customers specific reasons to spend with you versus someone else," said Offenberger. He also says that your site needs a call to action to get visitors to engage and buy from you. There are a wealth of additional suggestions and tips for this step that are outlined in the entire presentation.
3. Testing to find out what works best: Not everything works well right out of the gate, and you test to find out what works best. Sometimes, one thing that changes can have a profound impact on the results in a major way. What do you test? Basic things first: picture, headlines and pricing offers.
4. Measurement and analytics for understanding and action: Measuring and using analytics allows you to understand website-visitor behaviors and intentions—you’ll learn what search terms, engines, or links that brought people to your website; how they move throughout your website; and the web pages they started with. This information is valuable when making business decisions. Google will give you the free program—Google Analytics—to use.
5. Communication to increase customer value: Offenberger says that companies communicate with prospects and customers at regular intervals in a systematic fashion so they purchase more from us for longer periods of time, while reducing our cost-of sales, customer-retention costs and operating costs.
   
   Offenberger stated: “You have people that come to your site who are not ready to buy. You need to have a system in place to talk to them at regular intervals until they are ready to buy. You have people who have bought from you; you need to have a system in place so they will continue to buy from you. Some of you sell products that customers consume, you want them to consume the goods more frequently so they will buy from you more often.”

The presentation also covered common terms used in Internet marketing, the basics of a good website and how to identify and hire a good web designer for your company. Download the entire presentation, “Introduction to Internet Marketing”.

Offenberger’s presentation is one in a series of webinars covering the importance of effective and successful Internet marketing. Register for the next presentation in the series, “Online Marketing Tools You Need Now,” August 6, 10:00 a.m.–11:00 a.m. (PST).

For more on SEMA’s webinar program, visit www.sema.org/webinars.

	Traffic, conversion, testing, measurement and communication are five online marketing fundamentals covered in Brian Offenberger's July 16th webinar.

In SEMA's July 16 webinar presentation, Brian Offenberger, CEO of the Aftermarketer Club, shared the five fundamentals for success with Internet marketing.

Five Fundamentals for Success

1. Drive qualified traffic in sufficient, steady reliable quantities: Offenberger says that driving traffic from multiple resources to your website is a must. Getting traffic from Google is the most well-known way to drive traffic, but Offenberger suggests other avenues, such as groups like MySEMA, press releases, articles, web videos and related websites.
   
   “What you are looking for is to have five or more consistent ways for you to generate traffic for your website," said Offenberger. You can also generate traffic through offline sources, such as business cards, service tickets, your vehicles and signage in your store.
2. Process to convert website traffic into leads and sales: Once you have established how to get traffic, now you need to have a process that converts visitors into either leads or sales. You want visitors to come to your web page and either buy something from you or contact you for follow up.
   
   "Make sure that your website gives your customers specific reasons to spend with you versus someone else," said Offenberger. He also says that your site needs a call to action to get visitors to engage and buy from you. There are a wealth of additional suggestions and tips for this step that are outlined in the entire presentation.
3. Testing to find out what works best: Not everything works well right out of the gate, and you test to find out what works best. Sometimes, one thing that changes can have a profound impact on the results in a major way. What do you test? Basic things first: picture, headlines and pricing offers.
4. Measurement and analytics for understanding and action: Measuring and using analytics allows you to understand website-visitor behaviors and intentions—you’ll learn what search terms, engines, or links that brought people to your website; how they move throughout your website; and the web pages they started with. This information is valuable when making business decisions. Google will give you the free program—Google Analytics—to use.
5. Communication to increase customer value: Offenberger says that companies communicate with prospects and customers at regular intervals in a systematic fashion so they purchase more from us for longer periods of time, while reducing our cost-of sales, customer-retention costs and operating costs.
   
   Offenberger stated: “You have people that come to your site who are not ready to buy. You need to have a system in place to talk to them at regular intervals until they are ready to buy. You have people who have bought from you; you need to have a system in place so they will continue to buy from you. Some of you sell products that customers consume, you want them to consume the goods more frequently so they will buy from you more often.”

The presentation also covered common terms used in Internet marketing, the basics of a good website and how to identify and hire a good web designer for your company. Download the entire presentation, “Introduction to Internet Marketing”.

Offenberger’s presentation is one in a series of webinars covering the importance of effective and successful Internet marketing. Register for the next presentation in the series, “Online Marketing Tools You Need Now,” August 6, 10:00 a.m.–11:00 a.m. (PST).

For more on SEMA’s webinar program, visit www.sema.org/webinars.

	Traffic, conversion, testing, measurement and communication are five online marketing fundamentals covered in Brian Offenberger's July 16th webinar.

In SEMA's July 16 webinar presentation, Brian Offenberger, CEO of the Aftermarketer Club, shared the five fundamentals for success with Internet marketing.

Five Fundamentals for Success

1. Drive qualified traffic in sufficient, steady reliable quantities: Offenberger says that driving traffic from multiple resources to your website is a must. Getting traffic from Google is the most well-known way to drive traffic, but Offenberger suggests other avenues, such as groups like MySEMA, press releases, articles, web videos and related websites.
   
   “What you are looking for is to have five or more consistent ways for you to generate traffic for your website," said Offenberger. You can also generate traffic through offline sources, such as business cards, service tickets, your vehicles and signage in your store.
2. Process to convert website traffic into leads and sales: Once you have established how to get traffic, now you need to have a process that converts visitors into either leads or sales. You want visitors to come to your web page and either buy something from you or contact you for follow up.
   
   "Make sure that your website gives your customers specific reasons to spend with you versus someone else," said Offenberger. He also says that your site needs a call to action to get visitors to engage and buy from you. There are a wealth of additional suggestions and tips for this step that are outlined in the entire presentation.
3. Testing to find out what works best: Not everything works well right out of the gate, and you test to find out what works best. Sometimes, one thing that changes can have a profound impact on the results in a major way. What do you test? Basic things first: picture, headlines and pricing offers.
4. Measurement and analytics for understanding and action: Measuring and using analytics allows you to understand website-visitor behaviors and intentions—you’ll learn what search terms, engines, or links that brought people to your website; how they move throughout your website; and the web pages they started with. This information is valuable when making business decisions. Google will give you the free program—Google Analytics—to use.
5. Communication to increase customer value: Offenberger says that companies communicate with prospects and customers at regular intervals in a systematic fashion so they purchase more from us for longer periods of time, while reducing our cost-of sales, customer-retention costs and operating costs.
   
   Offenberger stated: “You have people that come to your site who are not ready to buy. You need to have a system in place to talk to them at regular intervals until they are ready to buy. You have people who have bought from you; you need to have a system in place so they will continue to buy from you. Some of you sell products that customers consume, you want them to consume the goods more frequently so they will buy from you more often.”

The presentation also covered common terms used in Internet marketing, the basics of a good website and how to identify and hire a good web designer for your company. Download the entire presentation, “Introduction to Internet Marketing”.

Offenberger’s presentation is one in a series of webinars covering the importance of effective and successful Internet marketing. Register for the next presentation in the series, “Online Marketing Tools You Need Now,” August 6, 10:00 a.m.–11:00 a.m. (PST).

For more on SEMA’s webinar program, visit www.sema.org/webinars.

	Learn fundamental and advanced online marketing strategies at the 2009 SEMA Internet Symposium.

Whether lean times or not, attending the 2009 Internet Symposium will equip you with easy-to-implement, low- and no-cost online marketing solutions to optimize your company’s visibility and profitability. Industry experts will dive into the most-asked Internet marketing questions such as:

• Why am I lacking website traffic?
• How can I get more online sales?
• Why can’t my customers find me?
• What are ACES and PIES, and why are they so important to my online catalog?
• How can I make killer video on the cheap?
• What's the big deal about Skype, Voice-over IP (VoIP), Facebook and Plaxo?
• If I had only $10,000 to spend on Internet marketing, what should I do?

Attend the 2009 SEMA Internet Symposium, August 1, 10:00 a.m.-5:00 p.m. at the Pasadena Convention Center in Pasadena, Calif., and you’ll walk away with answers to these critical questions and more. The SEMA Internet Symposium sells out every year, so don’t wait.

Register Today!

Early Bird Registration Fees:
SEMA Member, First company employee: $125
SEMA Member, Additional company employee: $99
Non-SEMA Member: $199

On-site Registration Fee:
SEMA Members and Non members: $199

For more information, registration, and to view a detailed agenda and short presenter videos, visit www.sema.org/InternetSymposium

The Internet Symposium is part of Leadership Days. For a schedule of all events and an agenda, visit  www.sema.org/LeadershipDays

John Gast of Geogoober.com talks with SBTV's Ivy Hartman about his Web twist on the time-honored garage sale. Looking for a '64 Ford fender? Gast has a way to connect you with a seller.