Online Marketing and Social Media

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Presented at the Annual Conference for the Canadian Association of Movers on November 6th, 2012

Presented at the Annual Conference for the Canadian Association of Movers on November 6th, 2012

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  • 1. WelcomeCanadian Association of Movers
  • 2. Online Marketingand Social MediaPresented by Splash Interactive LtdIvy Wongivy@splashinteractive.comt. 416.928.0465
  • 3. Today’s take away • How to improve your website • Drive traffic to your website • Customer acquisition • How marketers are using social media
  • 4. How to improve your website
  • 5. Before you get started... Review Determine current your goals metrics Analyze Identify other keywords websites for SEO
  • 6. Site design andusability checklist✓ Page layout✓ Navigation and functionality✓ Colour, text, images✓ Content organization✓ Quality assurance
  • 7. Page layout Global Navigation Consistency Page Title & Header • • Prioritize contentSecondary Include page titleNavigation Webpage Content • • Include footer area • Overall visual balance Footer
  • 8. Navigation and functionality • Clear structureLevel 1 • Maximum 3 levelsLevel 2 • Standard naming conventionLevel 2 Level 3 • Link consistencyLevel 2 • Search feature andLevel 2 breadcrumbs consideration
  • 9. Colour, text and images • Proper use of colours • Use legible font size, type and colour • Optimized image • Relevant image • Avoid unnecessary animations and media
  • 10. Content organization • Use headings, bullet points, and short paragraphs • Relevant contentABC • Use simple language • Spelling and grammar
  • 11. QA (Quality Assurance) • Test on all browsers • Test on PC & Mac platform • No broken links • No dead pages • No JavaScript errors
  • 12. Drive traffic toyour website
  • 13. SERP (Search Engine Result Page) • Original and quality content • Who’s linking to you • Keywords, tags and pictures • Backend code
  • 14. Sphere size indicate level of usage 60% Content Creation 50% Keyword and Title Tags Keyphrase Research SEOLevel of Effectiveness Landing 40% Pages External Link Meta URL Building Description Structure 30% Tags Digital Social Asset Media Optimization Blogging Integration 20% Internal Linking Competition 10% Benchmarking 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Source: ©2011 MarketingSherpa Degree of Difficulty
  • 15. Analyze Content Target Keywords MakeChanges Optimize Search Engine Content OptimizationReviewReport (SEO) Cycle Submit Search Engine Social Media Build Links
  • 16. Monitor, measure and optimize • Traffic, number of visits • No. of pages search engine indexed • Inbound links – who’s linking to you • Best performing keywords • Keep track of your top keywords rankings • Number of new leads/form submissions • Most popular pages • Most shared or viewed content
  • 17. Customer acquisition
  • 18. Change in buyer behaviour and lead generation 10 Years Ago Today Customer Service Website Outside Shift to Website Sales Self - Service Inside Sales Inside Sales Outside Customer Service SalesSource: http://www.technoligence.com/ResearchandInsights/ForBusinessLeaders/tabid/103/entryid/8/Fundamental-Change-in-Buyer-Behavior-and-Lead-Generation.aspx, (12/10/2010)
  • 19. Generate leads • Site is credible • Clear messaging • Effective call to action • Lead capture form
  • 20. Credibility leads to money • Trust what it says • Comfortable sharing their personal data • Confident it’s worth spending their money
  • 21. Four types of credibility • General assumptions • Third party reference • What we find on inspection • Personal experience
  • 22. Website credibility checklist✓ Site design and usability✓ Focus, accurate, useful Information✓ Visible contact info at all times✓ Staff bios and photos of real people✓ Certifications, endorsement logo etc...✓ Customer testimonial with photo or video✓ Press and articles about your company✓ Privacy policies and legal information
  • 23. Clear messaging • Value proposition • Key differentiator • Educational • Make content shareable and social • Call for action
  • 24. Effective call-to-action • Links to Landing page • Consistent button throughout the site • Tough to resist • Obvious & Noticeable
  • 25. Landing page • To generate leads • States the offer is and is irresistible • No distraction • Get user to complete the form
  • 26. Form is key to a landing page * Denotes MandatoryFirst Name* • < 5 form fieldsLast Name* • Only ask for theCompany information you needEmail* • Indicate optional vs.Phone No. mandatory fields Submit Privacy Policy • Add a privacy link
  • 27. How marketers areusing social media
  • 28. B2C vs. B2B Percentage of companies using specific social media channels and/or Blogs who have acquired a customer from that channel 80 B2C B2B more 60 effective for B2C marketers 40 20 more effective for B2B marketers 0 Facebook Blog Twitter LinkedinSource: HubSpot February 2012
  • 29. CEO using social media Likelihood of trusting a company whose CEO communicates by social media channels according to employees* worldwide 16.0% 31.0% • 82% employees trust a company 2.0% more • 77% buyers are 51.0% more likely to buy Much more likely More likely Less Likely Doesn’t make a differenceSource: Brandfog, *of Fortune 1000 companies, 2012 CEO, Social Media & Leadership Survey, March 12, 2012
  • 30. B2B blogs statistics % of blog users who acquired a customer through their blog Multiple times a day Daily Generate 67% more leads/mo. 2-3 times per week on average than Weekly non-blogging Monthly firms. Less than monthly0 13 25 38 50 63 75 88 100Source: HubSpot February 2012 andhttp://socialmediab2b.com/2012/03/b2b-social-media-leads-infographic/?utm_source=Webbiquity
  • 31. Facebook statistics User age distribution on Facebook in Canada • 130 friends 13-15 yrs 16-17 yrs65-100 yrs • Likes 80 pages 25-34 yrs • 56% of fans 45-54 yrs recommend a brand • 3.5 billion pieces of 35-44 yrs content are shared weekly 18-24 yrsSource: http://www.mindjumpers.com/blog/2012/01/social-media-stats-infographic/ andhttp://www.socialbakers.com/facebook-statistics/canada
  • 32. Twitter statistics % of Traffic from Mobile 60% 55% • 34% of marketers have generated 40% leads using Twitter 33% • 20% have closed deals 20% 0% 2008 2009 2010 2011Source: http://www.mindjumpers.com/blog/2012/01/social-media-stats-infographic/http://www.businessinsider.com/chart-of-the-day-twitter-mobile-advantage-2012-7
  • 33. Linkedin statistics Customer Acquisition via Linkedin 70 • Share insights and52.5 B2B knowledge > one businesses experience a million groups 35 61% B2C businesses • 75 of the Fortune success rate experience a 100 companies17.5 39% use for hiring success rate solutions 0 B2B B2CSource: http://www.socialmagnets.net/linkedin-stats-and-uses-infographic/ (May 10, 2012)
  • 34. Pinterest statistics • 83% of Pinterest users are women • Currently there are over 4 million users • Each user spends nearly an 1.5 hrs per month, just slightly behind FacebookSource: http://www.jeffbullas.com/2012/07/24/72-fascinating-social-media-marketing-facts-and-statistics-for-2012/
  • 35. General statistics • 30% of B2B marketers spends million of dollars per yr. on social media marketing • Nearly 30% of these users are not tracking the impact of this marketing • 20% of Google searches each day have never been searched for before • Out of the 6 billion people on the planet, 4.8 billion have a mobile and only 4.2 billion own a toothbrushSource: http://www.mindjumpers.com/blog/2012/01/social-media-stats-infographic/
  • 36. In Summary • Do I have a strategy? • What do I want to accomplish? • Will this reach my target audience? • How will I measure success?
  • 37. “I skate to where the puck is going to be, not where it has been.” – Wayne Gretzky
  • 38. Thank YouIvy Wong – Splash Interactive Ltd.
  • 39. References & Credits• slide 14: MarketingSherpa Benchmark Report 2012 Search Marketing• slide18: http://www.technoligence.com/ResearchandInsights/ForBusinessLeaders/tabid/103/ entryid/8/Fundamental-Change-in-Buyer-Behavior-and-Lead-Generation.aspx, (12/10/2010)• slide 28: HubSpot February 2012• slide 29: Brandfog, *of Fortune 1000 companies, 2012 CEO, Social Media & Leadership Survey, March 12, 2012• slide30: HubSpot February 2012 and http://socialmediab2b.com/2012/03/b2b-social-media-leads-infographic/?utm_source=Webbiquity• slide31: http://www.mindjumpers.com/blog/2012/01/social-media-stats-infographic/ and http://www.socialbakers.com/facebook-statistics/canada• slide32: http://www.mindjumpers.com/blog/2012/01/social-media-stats-infographic/ and http://www.businessinsider.com/chart-of-the-day-twitter-mobile-advantage-2012-7• slide 33: http://www.socialmagnets.net/linkedin-stats-and-uses-infographic/ (May 10, 2012)• slide34: http://www.jeffbullas.com/2012/07/24/72-fascinating-social-media-marketing-facts-and- statistics-for-2012/• slide 35: http://www.mindjumpers.com/blog/2012/01/social-media-stats-infographic/