Export marketing-online

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Presentation given to the Estonian Chamber of Commerce.
Export Marketing Online: Optimising the Performance of Your website and Other e-Channels. A practical demonstration and guide showing how you can increase the quality and quantity of sales and leads from the internet.

full program at http://www.koda.ee/?id=47111&c_tpl=1023 in Estonian

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Export marketing-online

  1. 1. Export Marketing Online Optimising the Performance of Your website and Other e-Channels Robin Gurney Director @ www.altex.ee
  2. 2. The Conversion Funnel
  3. 3. Visibility: Google Adwords <ul><li>Choose a product or service. </li></ul><ul><li>Keyword research in target markets. </li></ul><ul><li>Show trends and insights.  </li></ul><ul><li>Set up an account if you don’t have one .    </li></ul><ul><li>Choose target market. </li></ul><ul><li>Write an ad. </li></ul><ul><li>Choose landing page . </li></ul><ul><li>Perhaps even start a campaign . </li></ul><ul><li>Join altex MCC and benefit . </li></ul>
  4. 4. Visibility: SEO <ul><li>80/20 rule applies . </li></ul><ul><li>Adwords is good test. </li></ul><ul><li>Adwords plus SEO = more than 100% . </li></ul><ul><li>Key factors:  </li></ul><ul><li>Title . </li></ul><ul><li>URL . </li></ul><ul><li>Meta desc tag (to get the click) . </li></ul><ul><li>Content - H tags, bold etc. </li></ul><ul><li>Links . </li></ul><ul><li>Sitemap . </li></ul><ul><li>SEO Ranking Factors </li></ul>
  5. 5. Visibility: LinkedIn
  6. 6. Credibility is Essential Credibility checklist and Source: Stanford University .
  7. 7. Usability: Tips for B2B Conversion Maximisation <ul><li>Six simple steps: </li></ul><ul><li>Answer prospects questions. </li></ul><ul><li>Facilitate scanning. </li></ul><ul><li>Make navigation obvious. </li></ul><ul><li>Speak your customers’ language. </li></ul><ul><li>Create intuitive forms. </li></ul><ul><li>Invest in usability testing. </li></ul><ul><li>  </li></ul><ul><li>Source: searchengineland .com . </li></ul>
  8. 8. Usability
  9. 9. Content is King
  10. 10. Analyse and Engage

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