Glacier Digital Online Marketing Plan

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A brief overview of the many aspects of an effective online marketing campaign. SEO and Social Media mixed with Traditional and Online Advertising will help any business excel.

A brief overview of the many aspects of an effective online marketing campaign. SEO and Social Media mixed with Traditional and Online Advertising will help any business excel.

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  • 1. 2012
  • 2. 1. “What exactly is SEO?”2. Why being #1 on Google isn’t everything3. How the idea of “Social Media” isn’t new at all4. Bringing traditional marketing online5. Analyze data & adapt to change6. A few SEO clichés… that are true!7. Summary and Q&A
  • 3. Hint : It’s not JUST Search Engine Optimization
  • 4.  Process of optimizing website content and usability for indexing, crawling and yes… users! Online advertising and promotion management (Pay Per Click, Sponsorships, Newsletters, etc.) Social media engagement and management* Extension of traditional marketing* Growing website’s online footprint*
  • 5.  Rewrite content for users AND search engines Optimize anchor text, image ALT text, META data and a whole lot more Inner linking Page load speed Usability issues
  • 6.  Variety of tools available ◦ PPC ◦ Link referrals ◦ Sponsorships Most popular, and effective tools : ◦ Google AdWords ◦ Facebook Ads ◦ Microsoft AdCenter
  • 7. Don’t worry!
  • 8.  Relevant, quality visitors are the priority What you do with visitors once you have them is important (i.e. Goals, Call To Action, Conversions) Everything must be as user friendly and as straight-forward as possible Find Make Enter site Information Purchase
  • 9. The original marketing technique
  • 10.  Most effective way of communicating with customers and sharing information Huge variety of tools available
  • 11.  Users have the ability to share amongst friends, family and coworkers with the click of a button. “Word Of Mouth” always works very well, and it’s easier online. The social media audience craves a constant flow of information Opportunity to connect with customers on a more relaxed, personal level
  • 12. Bringing traditional marketing into the online space
  • 13.  Inject measurement tools : Call Tracking, unique Email address, QR Codes Integrate with Analytics packages to complement online actions.
  • 14.  Bringing print brochures and promotions online will generate “free” website content Keeping marketing consistent will help visitors keep focus and will guide them
  • 15. Keeping up with the ever changing world of online marketing
  • 16.  Data tells a very rich story, but it needs to be properly captured and stored Analytics can provide a limitless amount of information ◦ Number of visitors (per hour, day, week, etc.) ◦ Visitor trends (where they are going, how long they are spending on the site, or on which pages) ◦ Geographic regions (Which country, which state) Analyze data, use it to adjust to change ◦ Are users leaving in droves on a certain page? ◦ Are users not engaging with your Call To Action? ◦ Are users using one point of entry more than another?
  • 17. Track & Analyze &Monitor Research Adapt & Adjust
  • 18.  “Slow and steady wins the race” Effective, long term organic SEO performance can take time “Don’t mess with success” Example : If an ad campaign is performing well, keep it up! “If at first you don’t succeed, try, try again” Not every technique or tool works right away
  • 19. 1. Optimize website2. Advertise3. Promote4. Integrate, and align with traditional marketing5. Track, Monitor, Analyze and Adapt if necessary6. Realize a return on investment!