Ottawa Public Library presentation

E-Marketing Bernard Charlebois VP Market Development Virtuo.ca CMS Technologies

Virtuo CMS Technologies

Web design and development

Content Management systems

Web communications strategies

Two driving beliefs

Website owners and content managers must have complete control of their web content.

They need quick access to web experts for advice or assistance.

Seminar Goal

To provide business owners with information on using online marketing techniques to promote and advertise their business.

What is “Internet Marketing”?

Internet Marketing Internet marketing refers to strategies to promote your business online. Definition:

It is important to remember that any Internet marketing strategy should be part of your overall marketing strategy.

This includes online and traditional offline marketing.

Popular Methods of Online Marketing

Search Engine Optimization

Online Display advertising

Email Marketing

Social Media Strategies

Search Engine Optimization Search engine optimization (SEO) involves designing, writing, and coding a website in a way that helps to make your website more “findable”… (i.e. SEO is a marketing process that helps improve the volume and quality of traffic to your website from search engines). Definition:

Why should you care about SEO?

According to research, 90% of online consumers use a search engine to look for products, services or business information.

SEO Tips & Techniques

Ensure quality and use of keywords and phrases

Ensure links are pointing to your website

Ensure site content is clear and concise

Ensure site content is interesting

Ensure HTML codes maximizes “searchability”

Ensure the site architecture is easy to navigate

Ensure your keywords are unique and relevant to each individual page on your website

Tip 1. Ensure Quality and Use of Keywords and Phrases

Brainstorm a list of keywords that are related to your business.

Check out the competition.

Select the best keywords.

Know who your target audience.

Your web pages must contain keyword phrases that match the phrases your target audience types into search queries.

30 keywords is the recommended average per page

Consider using a range of keywords beyond commonly used (or highly competitive) keywords.

If you only use competitive keywords, you may have a difficult time competing with more established companies.

Consider if people will use more than two keywords to find your product or business.

Type in key words or phrases to see how your business ranks.

What is Online Display Advertising? Online display advertising can be defined as using the Internet as an advertising medium (i.e. promotional messages appear on other websites and/or search engine results pages). Definition:

E-mail marketing is a form of direct marketing which uses e-mail as a means of communicating commercial or fundraising messages to an audience. In its broadest sense, every e-mail sent to a potential or current customer could be considered e-mail marketing. However, the term is usually used to refer to:

Sending e-mails with the purpose of enhancing the relationship of a merchant with its current or previous customers and to encourage customer loyalty and repeat business.

sending e-mails to a specific target audience with the purpose of acquiring new customers.

Adding advertisements to e-mails sent by other companies to their customers.

What is e-mail Marketing?

E-mail Tips & Techniques

Use a high impact subject line.

Make sure your web address appears early. Provide a link to a relevant landing page.

Identify the user’s pain quickly. Use a classic problem/solution format.

Write with enthusiasm

Social Media Marketing Definition: Social Media Marketing is an approach to marketing your business by using electronic social media to raise visibility and to promote products and services. Social media are primarily Internet and mobile-based tools for sharing and discussing information among human beings. They are a collaborative way of using the web to enhance creativity and knowledge exchange.

Popular Sites

Other Forms of Social Networking

Blogging

A blog is a website (maintained by an individual or organization) where people post entries of commentary, or other material such as graphics or video.

Web Syndication (RSS)

A form of syndication in which a section of a website is made available for other sites to use.

Social Bookmarking

Refers to saving web links to websites that you want to remember and/or share with other people. You can save these bookmarks for yourself, or share with others.