5 Steps to Online Marketing Success for Mums in Business

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Discusses the issues hindering a successful online marketing campaign and provides 5 important steps to take to ensure a focussed, organised successful campaign (starting with with a website and …

Discusses the issues hindering a successful online marketing campaign and provides 5 important steps to take to ensure a focussed, organised successful campaign (starting with with a website and adding in social media, email marketing and payperclick/PPC advertising)

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  • 1. 5 Steps to Online Marketing Success Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 2. 5 Steps to Online Marketing Success for Mums in Business! Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 3. Online Marketing Channels Search Engine, Social Media Friendly Website *Blog *Videos *Images *Audio *RSS Feed Social Media Marketing *Facebook *Twitter *LinkedIn *”The Next Big Thing” Email Marketing *Newsletters *Plain Text vs HTML Online Advertising *PayPerClick *Banners/Buttons *Paid Links (NO NO) Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 4. What are the biggest challenges in online marketing? (especially for self employed Moms!) Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 5. - Time Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 6. - Time - Budget Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 7. - Time - Budget - Technical Knowledge Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 8. - Time - Budget - Technical Knowledge - Bad Advice Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 9. - Time - Budget - Technical Knowledge - Bad Advice - Security Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 10. - Time - Budget - Technical Knowledge - Bad Advice - Security - Privacy Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 11. - Time - Budget - Technical Knowledge - Bad Advice - Security - Privacy - Male Domain Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 12. CONFIDENCE! Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 13. You can overcome these challenges… Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 14. Never Lose Focus on Your Target Market Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 15. Never Lose Focus on Your Target Market WHO are you targeting? Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 16. Never Lose Focus on Your Target Market WHO are you targeting? HOW to best reach YOUR market? Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 17. Never Lose Focus on Your Target Market WHO are you targeting? HOW to best reach YOUR market? WHERE do they go on the internet? Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 18. Never Lose Focus on Your Target Market WHO are you targeting? HOW to best reach YOUR market? WHERE do they go on the internet? WHEN are they online? Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 19. Never Lose Focus on Your Target Market WHO are you targeting? HOW to best reach YOUR market? WHERE do they go on the internet? WHEN are they online? WHAT content will be effective? Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 20. Never Lose Focus on Your Target Market WHO are you targeting? HOW to best reach YOUR market? WHERE do they go on the internet? WHEN are they online? WHAT content will be effective? WHY?  To reach them most effectively! Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 21. Set Specific Goals, Track Progress, Adjust Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 22. Set Specific Goals, Track Progress, Adjust - Realistic, Measurable, Relevant Goals Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 23. Set Specific Goals, Track Progress, Adjust - Realistic, Measurable, Relevant Goals € Turnover, Profits, Expenses Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 24. Set Specific Goals, Track Progress, Adjust - Realistic, Measurable, Relevant Goals € Turnover, Profits, Expenses # Enquiries, Sales, Sign-ups, Connections Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 25. Set Specific Goals, Track Progress, Adjust - Realistic, Measurable, Relevant Goals € Turnover, Profits, Expenses # Enquiries, Sales, Sign-ups, Connections ! Awards, Referrals, Good Reviews Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 26. Set Specific Goals, Track Progress, Adjust - Realistic, Measurable, Relevant Goals € Turnover, Profits, Expenses # Enquiries, Sales, Sign-ups, Connections ! Awards, Referrals, Good Reviews % Efficiencies, Time, Staff Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 27. Set Specific Goals, Track Progress, Adjust
    • Realistic, Measurable, Relevant Goals - Scheduled Review of Statistics
    Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 28. Set Specific Goals, Track Progress, Adjust
    • Realistic, Measurable, Relevant Goals - Scheduled Review of Statistics - Revisit your Goals and Adjust as needed
    Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 29. Timing is EVERYTHING! Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 30. Timing is EVERYTHING! - Your Time Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 31. Timing is EVERYTHING! - Your Time * Time Management = the biggest challenge! Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 32. Timing is EVERYTHING! - Your Time * Time Management = the biggest challenge! * Time is Money Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 33. Timing is EVERYTHING! - Your Time * Time Management = the biggest challenge! * Time is Money - Their Time Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 34. Timing is EVERYTHING! - Your Time * Time Management = the biggest challenge! * Time is Money - Their Time * Time posts, emails, etc. effectively Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 35. Timing is EVERYTHING!
    • Your Time * Time Management = the biggest challenge! * Time is Money - Their Time * Time posts, emails, etc. effectively * Time zones and Tea breaks
    Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 36. Content is King (oops, I mean QUEEN)! Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 37. Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 38. Content is King (oops, I mean QUEEN)! Generating Relevant Content Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 39. Content is King (oops, I mean QUEEN)! Generating Relevant Content - General Info on Products, Services Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 40. Content is King (oops, I mean QUEEN)! Generating Relevant Content - General Info on Products, Services - News, Special Offers, etc. Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 41. Content is King (oops, I mean QUEEN)! Generating Relevant Content - General Info on Products, Services - News, Special Offers, etc. - Tutorials, Webinars, Case Studies, Fact Sheets Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 42. Content is King (oops, I mean QUEEN)! Generating Relevant Content - General Info on Products, Services - News, Special Offers, etc. - Tutorials, Webinars, Case Studies, Fact Sheets - ‘Infographics’, Statistics Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 43. Content is King (oops, I mean QUEEN)! Generating Relevant Content - General Info on Products, Services - News, Special Offers, etc. - Tutorials, Webinars, Case Studies, Fact Sheets - ‘Infographics’, Statistics - Interviews (video, audio, written) Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 44. Content is King (oops, I mean QUEEN)! Generating Relevant Content - General Info on Products, Services - News, Special Offers, etc. - Tutorials, Webinars, Case Studies, Fact Sheets - ‘Infographics’, Statistics - Interviews (video, audio, written) - Hot Topics (Google Alerts/Google Reader) Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 45. Content is King (oops, I mean QUEEN)! Generating Relevant Content - General Info on Products, Services - News, Special Offers, etc. - Tutorials, Webinars, Case Studies, Fact Sheets - ‘Infographics’, Statistics - Interviews (video, audio, written) - Hot Topics (Google Alerts/Google Reader) - Guest Posts/Articles Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 46. Content is King (oops, I mean QUEEN)! Content to be used across ALL channels Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 47. Content is King (oops, I mean QUEEN)! Content to be used across ALL channels - Your Website is your BASE Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 48. Content is King (oops, I mean QUEEN)! Content to be used across ALL channels - Your Website is your BASE - Media: images, videos, audio Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 49. Content is King (oops, I mean QUEEN)! Content to be used across ALL channels - Your Website is your BASE - Media: images, videos, audio - To Blog or not to Blog Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 50. Content is King (oops, I mean QUEEN)! Content to be used across ALL channels - Your Website is your BASE - Media: images, videos, audio - To Blog or not to Blog - Social Network updates Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 51. Content is King (oops, I mean QUEEN)!
    • Content to be used across ALL channels - Your Website is your BASE - Media: images, videos, audio - To Blog or not to Blog - Social Network updates - Email Newsletters
    Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 52. Content is King (oops, I mean QUEEN)! Content to be used across ALL channels - Your Website is your BASE - Media: images, videos, audio - To Blog or not to Blog - Social Network updates - Email Newsletters - Feeds into and out of other channels Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 53. Content is King (oops, I mean QUEEN)! Content to be used across ALL channels - Your Website is your BASE - Media: images, videos, audio - To Blog or not to Blog - Social Network updates - Email Newsletters - Feeds into and out of other channels - Online Advertising: PPC, banners, buttons, etc. Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 54. Content is King (oops, I mean QUEEN)! Good Content… Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 55. Content is King (oops, I mean QUEEN)! Good Content… - Provides important information on your business Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 56. Content is King (oops, I mean QUEEN)! Good Content… - Provides important information on your business - Gets visitors to return again and again Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 57. Content is King (oops, I mean QUEEN)! Good Content… - Provides important information on your business - Gets visitors to return again and again - Builds Social Network Connections Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 58. Content is King (oops, I mean QUEEN)! Good Content… - Provides important information on your business - Gets visitors to return again and again - Builds Social Network Connections - Encourages Email Marketing ‘Opens’ Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 59. Content is King (oops, I mean QUEEN)! Good Content… - Provides important information on your business - Gets visitors to return again and again - Builds Social Network Connections - Encourages Email Marketing ‘Opens’ - Brings good results from search engines (SEO) Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 60. Content is King (oops, I mean QUEEN)! Good Content… - Provides important information on your business - Gets visitors to return again and again - Builds Social Network Connections - Encourages Email Marketing ‘Opens’ - Brings good results from search engines (SEO) * Uses keyphrases effectively Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 61. Content is King (oops, I mean QUEEN)! Good Content… - Provides important information on your business - Gets visitors to return again and again - Builds Social Network Connections - Encourages Email Marketing ‘Opens’ - Brings good results from search engines (SEO) * Uses keyphrases effectively * Draws Links from Quality Websites Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 62. Content is King (oops, I mean QUEEN)! Good Content… - Provides important information on your business - Gets visitors to return again and again - Builds Social Network Connections - Encourages Email Marketing ‘Opens’ - Brings good results from search engines (SEO) * Uses keyphrases effectively * Draws Links from Quality Websites * Dominates Search: blog, news, video, image Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 63. Leads & Connections & Clients, Oh My! Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 64. Leads & Connections & Clients, Oh My!
    • Manage contact details: CRM, spreadsheet, etc.
    Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 65. Leads & Connections & Clients, Oh My!
    • Manage contact details: CRM, spreadsheet, etc. - Use across all relevant channels
    Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 66. Leads & Connections & Clients, Oh My!
    • Manage contact details: CRM, spreadsheet, etc. - Use across all relevant channels - Networking contacts as well as leads and clients
    Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 67. Leads & Connections & Clients, Oh My!
    • Manage contact details: CRM, spreadsheet, etc. - Use across all relevant channels - Networking contacts as well as leads and clients - Quality NOT Quantity
    Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 68. Leads & Connections & Clients, Oh My!
    • Manage contact details: CRM, spreadsheet, etc. - Use across all relevant channels - Networking contacts as well as leads and clients - Quality NOT Quantity - Identify key connections
    Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 69. Leads & Connections & Clients, Oh My!
    • Manage contact details: CRM, spreadsheet, etc. - Use across all relevant channels - Networking contacts as well as leads and clients - Quality NOT Quantity - Identify key connections * Influencers
    Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 70. Leads & Connections & Clients, Oh My!
    • Manage contact details: CRM, spreadsheet, etc. - Use across all relevant channels - Networking contacts as well as leads and clients - Quality NOT Quantity - Identify key connections * Influencers * Mentors & Cheerleaders
    Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 71. Leads & Connections & Clients, Oh My!
    • Manage contact details: CRM, spreadsheet, etc. - Use across all relevant channels - Networking contacts as well as leads and clients - Quality NOT Quantity - Identify key connections * Influencers * Mentors & Cheerleaders * Resources
    Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 72. Leads & Connections & Clients, Oh My!
    • Manage contact details: CRM, spreadsheet, etc. - Use across all relevant channels - Networking contacts as well as leads and clients - Quality NOT Quantity - Identify key connections * Influencers * Mentors & Cheerleaders * Resources * Hot Prospects
    Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 73. 5 Steps to Online Marketing Success Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 74. 5 Steps to Online Marketing Success 1. Focus on Your Target Market Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 75. 5 Steps to Online Marketing Success 1. Focus on Your Target Market 2. Set Goals & Track Progress Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 76. 5 Steps to Online Marketing Success 1. Focus on Your Target Market 2. Set Goals & Track Progress 3. Timing is EVERYTHING! Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 77. 5 Steps to Online Marketing Success 1. Focus on Your Target Market 2. Set Goals & Track Progress 3. Timing is EVERYTHING! 4. Relevant, Up to Date Content Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 78. 5 Steps to Online Marketing Success 1. Focus on Your Target Market 2. Set Goals & Track Progress 3. Timing is EVERYTHING! 4. Relevant, Up to Date Content 5. Manage your Contacts Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 79. Any Questions?! Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 80. Look for me online: www.twitter.com/ann_donnelly www.facebook.com /omdebusiness www.linkedin.com /in/anndonnelly Ann Donnelly, Internet Marketing Consultant specialising in Search Engine Optimisation & Social Media Marketing Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie
  • 81. Content and images in this presentation copyright Ann Donnelly ©2011 except for the following images which are licensed via Creative Commons: Online Marketing Attribution 2.0 Generic (CC BY 2.0) Working Mom Attribution 2.0 Generic (CC BY 2.0) Frustrated Woman Attribution-NoDerivs 2.0 Generic (CC BY-ND 2.0) Time Attribution-ShareAlike 2.0 Generic (CC BY-SA 2.0) Running Mommy Attribution-ShareAlike 2.0 Generic (CC BY-SA 2.0) Euro Attribution 2.0 Generic (CC BY 2.0) Time Management Attribution 2.0 Generic (CC BY 2.0) Office Building Attribution 2.0 Generic (CC BY 2.0) Happy Woman Attribution 2.0 Generic (CC BY 2.0) What to talk about Chris Garrett http://www.chrisg.com Crowd Attribution 2.0 Generic (CC BY 2.0) Hugs Attribution 2.0 Generic (CC BY 2.0) Your Success is Our Goal O'Mahony  Donnelly  E-Business http://www.e-business.ie