Online Marketing
Modern day marketing tactics to help you reach new
customers, build your brand, and improve loyalty

But First
What type of online marketing has
the highest ROI of ANY form of
marketing, online or off?

State of the Industry

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

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

Shift in Spending
Percentage of Marketing Budget in Online Marketing
20%
15%
10%
5%
0%
2008 2009 2010 2011 2012 2013 2014

Online Advertising

Benefits

Benefits
• Measurability

Benefits
• Measurability
• Highly Targeted

Benefits
• Measurability
• Highly Targeted
• Permission Marketing

Benefits
• Measurability
• Highly Targeted
• Permission Marketing
• Interaction

Types of Online Ads

Types of Online Ads
• Text Ads

Types of Online Ads
• Text Ads
• Display Ads

Types of Online Ads
• Text Ads
• Display Ads
• Video Ads

Types of Online Ads
• Text Ads
• Display Ads
• Video Ads
• Rich Media or Flash Ads

Types of Online Ads
• Text Ads
• Display Ads
• Video Ads
• Rich Media or Flash Ads
• Popups and Popunders

Ways to Purchase
• CPM - Cost per Mille
• CPC - Cost per Click
• CPA - Cost per Action

Targeting

Targeting
• What is “qualified”?

Targeting
• What is “qualified”?
• Keyword Targeting

Targeting
• What is “qualified”?
• Keyword Targeting
• Demographic Targeting

Targeting
• What is “qualified”?
• Keyword Targeting
• Demographic Targeting
• Behavioral Targeting

Targeting
• What is “qualified”?
• Keyword Targeting
• Demographic Targeting
• Behavioral Targeting
• Geotargeting

Advertising on Search Engines

Example of Targeting

Campaign Structure
• Campaign
• Ad Groups
• Ads
• Keywords

Creating Text Ads
• Headline
• Body
• Display URL

Writing an Effective Ad
• Include Keyword Phrases
• Call to Action
• Brand Names
• Scarcity
• Third Party Validation

Display Ads
• All Shapes and Sizes
• Brand Consistency
• Simple is Better

Online Advertising Metrics

Online Advertising Metrics
• Cost per Conversion

Online Advertising Metrics
• Cost per Conversion
• Return on Investment

Online Advertising Metrics
• Cost per Conversion
• Return on Investment
• Profitability

Optimizing
• Click-Through Rate
• Optimizing Ads
• Optimizing Your Landing Page

Google Services
• Google Analytics
• Google Website Optimizer
• Google Keyword Tool
• Google Traffic Estimator

Email Marketing

Benefits
• Cost Effective
• Builds Relationships
• High Return on Investment

Rule #1

Rule #1
Get Permission!

Building Your List
• Ask Your Customers
• Form on Your Website
• Giveaways
• Perks

Creating Your Email
• Reply-to Email Address
• From Name
• Subject Line
• Email Body

Getting Conversions
• Clear Call to Action
• Landing Page
• Simple is Better

Email Best Practices
• Best Times to Send
• Frequency of Emails?

Spam and the Law
• Address and Contact Information
• Accurate Information
• Opt-Out - Within One week
• Don’t Use “Scraped” Email Addresses

Email Providers
• MailChimp
• VerticalResponse
• Campaigner
• Emma

21st Century PR

What is Public
Relations?
The practice of managing the public
image of a company, organization, or
person.

Do I still need to write
press releases?
• Short answer, maybe.
• What are they good for?
• SEO
• Traffic
• Buzz
• Other ways to disseminate information

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

What to Include?
• Just text??
• Logo/Photos
• Video
• Hyperlinks
• Quotes

Sample Press Release
Photo,Video
Quotes
Hyperlinks

Video
Links Text
Graphics

Sending Press Releases
• Emailing Journalists Directly
• Online Newswires
• Your Website
• Bloggers

Newswires
PAID FREE
• PRweb.com • PR.com
• eReleases.com • PRLog.com
• Marketwire.com • 24-7pressrelease.com
• BusinessWire.com • PRLeap.com

Social Media

Social Media

Word of Mouth
• Your customers are talking about you
whether you participate or not.

Types
• Blogging • Social News
• Microblogging • Podcasts
• Photo Sharing • Online Forums
• Video Sharing • Networking/Community
• Bookmarking

Rule #1

Rule #1
Be Human

Steps to Participation
• Listen
• Join
• Participate
• Create

Listen
• Every social network has unspoken rules
• Spamming isn’t cool
• Take time to get to know your customers

Join
• Where?
• What’s appropriate?
• How to maintain?
• Tips...

Participate
• When it’s appropriate?
• When it’s not...
• Ways to participate:
• Comment
• Bookmark
• Post News

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

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/

Monitoring Your Brand

Why Should You
Monitor Your Brand?
• Motrin (cool to wear your baby?)
• Domino’s Pizza (extra toppings?)
• Dell (fiery batteries)
• Amazon.com (#amazonfail)

And...

And...
... because Google sees all.

What to Monitor?
• Mentions of your company name
• Key employees’ names
• Product or Trademark Names
• Competitors Names

Monitoring Techniques
• RSS - Really Simple Syndication
• Google Alerts
• Technorati Blog Search
• Twitter Search
• Trackur, Backtype, other services

Wrapping Up

Slides & Video
Slides and video will be posted to brandoneley.com

Brandon Eley
Interactive Director, Kelsey Advertising & Design
brandon@kelseyads.com
Online Marketing Inside Out
Released May 2009
www.brandoneley.com
www.kelseyads.com

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