Online Marketing (Long)

1,191 views
1,114 views

Published on

My presentation at the LaGrange Troup County Chamber of Commerce Small Business Week luncheon on May 21, 2009

Published in: Business, Technology
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,191
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
45
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide
  • Introduce Yourself
    Interactive Director @ Kelsey
    Owner, 2BigFeet
    Author, Online Marketing Inside Out

    Going to talk about
    - State of the Industry
    - Online Advertising
    - Email Marketing
    - 21st Century PR
    - Social Media
    - Monitoring Your Brand Online

    Questions at the end of each segment

    Don’t worry about writing down info on slides - video/slides up afterward
  • Little About Me

    2BigFeet since 1999
    Working with clients since 2000

  • Online advertising a 55 BILLION industry by 2014

    Pretty obvious that old school marketing is ineffective
    as such online advertising will continue to increase, as some forms of offline advertising decrease
  • Email and mobile marketing on the rise

    Social marketing off the chart

    Still early days, good time to invest in social media get a foothold
  • No surprise

    Advertisers are going to spend more of their marketing budgets online
  • Broad topic - covers many different types of advertising

    Mainly talking about Google ads
  • Measurability
    Track the effectiveness, easy to change as needed

    Highly targeted
    Don’t waste time on people who aren’t your customers

    Permission Marketing
    Not about interrupting

    Interaction
    One of only method of advertising that allow you to interact
  • Measurability
    Track the effectiveness, easy to change as needed

    Highly targeted
    Don’t waste time on people who aren’t your customers

    Permission Marketing
    Not about interrupting

    Interaction
    One of only method of advertising that allow you to interact
  • Measurability
    Track the effectiveness, easy to change as needed

    Highly targeted
    Don’t waste time on people who aren’t your customers

    Permission Marketing
    Not about interrupting

    Interaction
    One of only method of advertising that allow you to interact
  • Measurability
    Track the effectiveness, easy to change as needed

    Highly targeted
    Don’t waste time on people who aren’t your customers

    Permission Marketing
    Not about interrupting

    Interaction
    One of only method of advertising that allow you to interact
  • Banner and Text ads by far the most popular form of online advertising

    Text ads
    - Google PPC
    - Highlighted text in content

    Display ads
    BANNER ADS

  • Banner and Text ads by far the most popular form of online advertising

    Text ads
    - Google PPC
    - Highlighted text in content

    Display ads
    BANNER ADS

  • Banner and Text ads by far the most popular form of online advertising

    Text ads
    - Google PPC
    - Highlighted text in content

    Display ads
    BANNER ADS

  • Banner and Text ads by far the most popular form of online advertising

    Text ads
    - Google PPC
    - Highlighted text in content

    Display ads
    BANNER ADS

  • Banner and Text ads by far the most popular form of online advertising

    Text ads
    - Google PPC
    - Highlighted text in content

    Display ads
    BANNER ADS

  • CPM - Paying for impressions
    - often used for banners

    CPC - Paying for visitors
    - most common

    CPA - Paying for conversions
    - relatively new, what is a conversion?
    - think affiliate program
  • Examples:
    Restaurant
    Service business
    Retail business

    Qualified leads convert better
  • Examples:
    Restaurant
    Service business
    Retail business

    Qualified leads convert better
  • Examples:
    Restaurant
    Service business
    Retail business

    Qualified leads convert better
  • Examples:
    Restaurant
    Service business
    Retail business

    Qualified leads convert better
  • Examples:
    Restaurant
    Service business
    Retail business

    Qualified leads convert better
  • Top 3 ads
    all listings on right
  • Notice the local business results

    Can target locally so only visitors in your area see your ads















































  • Online Marketing (Long)

    1. 1. Online Marketing Modern day marketing tactics to help you reach new customers, build your brand, and improve loyalty
    2. 2. But First What type of online marketing has the highest ROI of ANY form of marketing, online or off?
    3. 3. State of the Industry
    4. 4. Industry Growth Social Media Email Marketing Search Marketing Total $60 B $45 B $30 B $15 B $0 B 2008 2009 2010 2011 2012 2013 2014
    5. 5. Rise of Social Media Mobile Marketing Social Media Email Marketing $4 B $3 B $2 B $1 B $0 B 2008 2009 2010 2011 2012 2013 2014
    6. 6. Shift in Spending Percentage of Marketing Budget in Online Marketing 20% 15% 10% 5% 0% 2008 2009 2010 2011 2012 2013 2014
    7. 7. Online Advertising
    8. 8. Benefits
    9. 9. Benefits • Measurability
    10. 10. Benefits • Measurability • Highly Targeted
    11. 11. Benefits • Measurability • Highly Targeted • Permission Marketing
    12. 12. Benefits • Measurability • Highly Targeted • Permission Marketing • Interaction
    13. 13. Types of Online Ads
    14. 14. Types of Online Ads • Text Ads
    15. 15. Types of Online Ads • Text Ads • Display Ads
    16. 16. Types of Online Ads • Text Ads • Display Ads • Video Ads
    17. 17. Types of Online Ads • Text Ads • Display Ads • Video Ads • Rich Media or Flash Ads
    18. 18. Types of Online Ads • Text Ads • Display Ads • Video Ads • Rich Media or Flash Ads • Popups and Popunders
    19. 19. Ways to Purchase • CPM - Cost per Mille • CPC - Cost per Click • CPA - Cost per Action
    20. 20. Targeting
    21. 21. Targeting • What is “qualified”?
    22. 22. Targeting • What is “qualified”? • Keyword Targeting
    23. 23. Targeting • What is “qualified”? • Keyword Targeting • Demographic Targeting
    24. 24. Targeting • What is “qualified”? • Keyword Targeting • Demographic Targeting • Behavioral Targeting
    25. 25. Targeting • What is “qualified”? • Keyword Targeting • Demographic Targeting • Behavioral Targeting • Geotargeting
    26. 26. Advertising on Search Engines
    27. 27. Example of Targeting
    28. 28. Campaign Structure • Campaign • Ad Groups • Ads • Keywords
    29. 29. Creating Text Ads • Headline • Body • Display URL
    30. 30. Writing an Effective Ad • Include Keyword Phrases • Call to Action • Brand Names • Scarcity • Third Party Validation
    31. 31. Display Ads • All Shapes and Sizes • Brand Consistency • Simple is Better
    32. 32. Online Advertising Metrics
    33. 33. Online Advertising Metrics • Cost per Conversion
    34. 34. Online Advertising Metrics • Cost per Conversion • Return on Investment
    35. 35. Online Advertising Metrics • Cost per Conversion • Return on Investment • Profitability
    36. 36. Optimizing • Click-Through Rate • Optimizing Ads • Optimizing Your Landing Page
    37. 37. Google Services • Google Analytics • Google Website Optimizer • Google Keyword Tool • Google Traffic Estimator
    38. 38. Email Marketing
    39. 39. Benefits • Cost Effective • Builds Relationships • High Return on Investment
    40. 40. Rule #1
    41. 41. Rule #1 Get Permission!
    42. 42. Building Your List • Ask Your Customers • Form on Your Website • Giveaways • Perks
    43. 43. Creating Your Email • Reply-to Email Address • From Name • Subject Line • Email Body
    44. 44. Getting Conversions • Clear Call to Action • Landing Page • Simple is Better
    45. 45. Email Best Practices • Best Times to Send • Frequency of Emails?
    46. 46. Spam and the Law • Address and Contact Information • Accurate Information • Opt-Out - Within One week • Don’t Use “Scraped” Email Addresses
    47. 47. Email Providers • MailChimp • VerticalResponse • Campaigner • Emma
    48. 48. 21st Century PR
    49. 49. What is Public Relations? The practice of managing the public image of a company, organization, or person.
    50. 50. Do I still need to write press releases? • Short answer, maybe. • What are they good for? • SEO • Traffic • Buzz • Other ways to disseminate information
    51. 51. When should you write a press release? • Announce a new product or service • Case studies with clients/customers • New employees • Awards or third party recognition
    52. 52. What to Include? • Just text?? • Logo/Photos • Video • Hyperlinks • Quotes
    53. 53. Sample Press Release Photo,Video Quotes Hyperlinks
    54. 54. Video Links Text Graphics
    55. 55. Sending Press Releases • Emailing Journalists Directly • Online Newswires • Your Website • Bloggers
    56. 56. Newswires PAID FREE • PRweb.com • PR.com • eReleases.com • PRLog.com • Marketwire.com • 24-7pressrelease.com • BusinessWire.com • PRLeap.com
    57. 57. Social Media
    58. 58. Social Media
    59. 59. Word of Mouth • Your customers are talking about you whether you participate or not.
    60. 60. Types • Blogging • Social News • Microblogging • Podcasts • Photo Sharing • Online Forums • Video Sharing • Networking/Community • Bookmarking
    61. 61. Rule #1
    62. 62. Rule #1 Be Human
    63. 63. Steps to Participation • Listen • Join • Participate • Create
    64. 64. Listen • Every social network has unspoken rules • Spamming isn’t cool • Take time to get to know your customers
    65. 65. Join • Where? • What’s appropriate? • How to maintain? • Tips...
    66. 66. Participate • When it’s appropriate? • When it’s not... • Ways to participate: • Comment • Bookmark • Post News
    67. 67. Create • Content should be appropriate to your brand and product or service • Blogs and social networking sites like Facebook are a great place to start! • Branch out to other areas as appropriate to your audience
    68. 68. Transparency... • Double-edged sword • Be cautious • Create a social media policy http://123socialmedia.com/2009/01/23/ social-media-policy-examples/ http://gretemangroup.com/blog/index.php/ 2009/01/social-media-policy/
    69. 69. Monitoring Your Brand
    70. 70. Why Should You Monitor Your Brand? • Motrin (cool to wear your baby?) • Domino’s Pizza (extra toppings?) • Dell (fiery batteries) • Amazon.com (#amazonfail)
    71. 71. And...
    72. 72. And... ... because Google sees all.
    73. 73. What to Monitor? • Mentions of your company name • Key employees’ names • Product or Trademark Names • Competitors Names
    74. 74. Monitoring Techniques • RSS - Really Simple Syndication • Google Alerts • Technorati Blog Search • Twitter Search • Trackur, Backtype, other services
    75. 75. Wrapping Up
    76. 76. Slides & Video Slides and video will be posted to brandoneley.com
    77. 77. Brandon Eley Interactive Director, Kelsey Advertising & Design brandon@kelseyads.com Online Marketing Inside Out Released May 2009 www.brandoneley.com www.kelseyads.com
    78. 78. Online Marketing Inside Out by Brandon Eley & Shayne Tilley Chapter 1: The Changing Face of Marketing Chapter 2: 21st Century PR and Media Chapter 3: Turn Page Views into Profit Chapter 4: Search Engine Optimization Chapter 5: Social Media Chapter 6: Email Marketing Chapter 7: Affiliate Marketing Chapter 8: Online Advertising Chapter 9: Tying It All Together

    ×