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Online marketing 101

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An Introduction to online marketing concepts and theories

An Introduction to online marketing concepts and theories

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  • Sheryl Sandberg – COO of FacebookInspiring Women in the tech field
  • Ask around the table for expectations / why are you here?
  • Conversion testingTrain tickets
  • 1-step, intuitively sounds betterCustomers will fallout at any part of the fill-inIf they leave, you don’t capture their email address
  • Conversion testingTrain tickets
  • Conversion testingTrain tickets
  • Get examples from the group
  • Conversion testingTrain tickets
  • Conversion testingTrain tickets
  • Conversion testingTrain tickets
  • Conversion testingTrain tickets
  • Conversion testingTrain tickets
  • Conversion testingTrain tickets
  • Showexcel spreadsheet
  • Transcript

    • 1. Young Women Social Entrepreneurs – Los Angeles
      Online marketing 101
    • 2. Zen Goddess
    • 3. Charlene Iniguez
      7 years online marketing experience
      My work in a nutshell:
      Goal Oriented
      Measurable
      Efficient
      Director of Monetization & Analytics, Perfect Market
    • 4. Charlene Iniguez
      @charleneiniguez
      charleneiniguez
      charlene@perfectmarket.com
    • 5. ONLINE MARKETING
      Marketing of products and services over the internet
      Which component works for your business?
      @charleneiniguez
    • 6. @charleneiniguez
      WHAT PART OF THE MARKETING FUNNEL DO YOU NEED TO TOUCH?
    • 7. @charleneiniguez
      AWARENESS
      Who are you? Why should I care?
      Friends and family
      Writer / News Reporter / Blogger / Celebrity
      Best achieved through
      Social Media
      Online PR
      Video
    • 8. @charleneiniguez
      CONSIDERATION
      Is it the best choice for me?
      Friends and family
      Review Site / Crowd Source
      Research
      Best achieved through
      Organic / Paid Search
      Social Media
    • 9. @charleneiniguez
      CONSIDERATION
    • 10. @charleneiniguez
      CONVERSION
      I am ready to pay!
      Ease of purchase
      Site Security
      Payment Options
      Best achieved through
      Organic / Paid Search
      Analytics
      Conversion Testing
      Site Performance
    • 11. @charleneiniguez
      Bad shopping cart
      http://www.home-and-bedroom.com/
    • 12. @charleneiniguez
      LOYALTY
      I always buy from ____ because
      Trust
      Reminders
      Best achieved through
      Analytics & Research
      Email
    • 13. @charleneiniguez
      ADVOCACY
      I recommend ____ because
      Trust
      Self-motivated
      Referral rewards
      Point / Prize Rewards
      Best achieved through
      Social Media
      E-mail
    • 14. @charleneiniguez
      WHAT PART OF THE MARKETING FUNNEL DO YOU NEED TO TOUCH?
    • 15. @charleneiniguez
      MEASURE! MEASURE! MEASURE!
      Google Analytics: http://www.google.com/analytics/
      Website Optimizer: www.google.com/websiteoptimize
      “If you don't know where you are going, any road will take you there. And you'll be miserable.”
      - AvinashKaushik
    • 16. @charleneiniguez
      MAIN COMPONENTS
      Search Engine Marketing
      Search Engine Optimization
      Paid Search
      Social Media
    • 17. @charleneiniguez
      Search ENGINE MARKETING
      Google is still king
      http://www.hitwise.com/us/datacenter/main/dashboard-23984.html
    • 18. @charleneiniguez
      SEO vs. PPC?
      Search Engine Optimization / Organic Rankings
      Long-term
      Irregular traffic
      Caffeine – June 8, 2010
      Panda USA – Feb 24, 2011 (USA)
      Paid Search
      Quick
      Targeted (geographic location, time, website, interest)
      Return on Investment
    • 19. STEP 1: KEYWORD RESEARCH
      AdWords
      Keyword Tool
      Traffic Estimator
      MSFT AD Intelligence
      Search Trends Over Time
      Google Trends / Insights
      Yahoo Clues
      WordTracker
      Trellian
      Hitwise
      @charleneiniguez
    • 20. @charleneiniguez
      COMPANY PROFILE
      Christine Chang Photography
      Destination Wedding Photographer
      Los Angeles
      San Francisco
      www.christinechangphoto.com
      Marketing Funnel?
      Consideration
      Why should people choose her over others?
      Photographer Industry is competitive
    • 21. @charleneiniguez
      KEYWORD RESEARCH
      Wedding photographer/s
      Wedding photography
      Headshots
      Los Angeles / San Francisco
    • 22. @charleneiniguez
      KEYWORD TRENDS
      January and June are peak months
    • 23. Headshots is only big in Los Angeles
      @charleneiniguez
      KEYWORD TRENDS
    • 24. @charleneiniguez
      SEO BASICS
      Build a great website
      Have web analytics in place as a start
      Become a student of SEO
      Include a site map page
      Make SEO Friendly URLs
      Do keyword research at the start of the project
      Use a unique and relevant title and meta description in every page
      Write good relevant content
      Build links intelligently
      Use Press Release wisely

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