Intro digi marketing2013

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introduction to digital marketing for Bid Worcester Delegates

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  • List things you like about good web sites.List things that are annoying.
  • Favourite Websites?Worse websites?
  • Barriers
  • Open source, content management systems, free resources, wix.com, concrete 5.
  • Intro digi marketing2013

    1. 1. Introduction to Online MarketingDate March 2013
    2. 2. A bit about me.Your turn for a 30second introduction.Your Experience withDigital.
    3. 3. What Makes a Good Web Site?
    4. 4. Good Stuff?• Quick to download?• Easy to navigate / use?• Works on the phone?• Helps me?• Gives me information?• Saves me time / money?• Visual? Nice to look at!
    5. 5. What Stops Us Getting a Good Website?• Cost?• Language?• Time?• Don’t understand the technology?
    6. 6. locationbook a tableorder take awaycompetitiongood copyreviewcommunity
    7. 7. search purchase Find stockistcommunity
    8. 8. websites Social I want to buy a sites new tablet reviews friends I want to book a restaurant brands searchI want to search for a new house
    9. 9. Who are your typical customers? What do you want them to do?
    10. 10. Exercise 1 – Persona’s
    11. 11. Online Competitors?
    12. 12. How do you differentiate?
    13. 13. • Book online?• Online Chat / Customer Service?• Price difference online?• Buy online?• Access to unique information?• Video / download / apps?• Discount codes ?
    14. 14. Exercise 2 - Competitor Review
    15. 15. Competitor Toolshttp://www.keywordspy.comhttp://www.keyworddiscovery.comhttp://www.opensiteexplorer.com
    16. 16. Online marketing tactics
    17. 17. Your Domain 21
    18. 18. Saying The Same But Different?– Keyphrase research • Many ways of saying the same thing. – Womens sportswear – Women’s sportswear – Womens sports wear – Women’s sports wear – Ladies sportswear– Generic, brand, product, market specific
    19. 19. Google Keyword Tools
    20. 20. Paid advertising on Search engines
    21. 21. • Grab attention in the subject line and in the first sentence.• Be brief and relevant to the target segment.• Be personalised.• Have a clear call to action at start and end.• Provide opt-out or ‘unsubscribe’ option by law.• Contain contact details of sender.• Operate within legal and ethical constraints for country• Offer choice of HTML or text• Link to relevant landing page not home page
    22. 22. • Stay informed about what your customers really think.• Raise your profile.• Research what customers are talking about and how they feel.• Influence the influencers.• Nuture passionate brand evangelists.•Wisdom of the crowd• Hit your target market with ads related to their interests onsocial media.
    23. 23. gaining new followers/likes/subscribers.improving reputation management.increase in sales.improved customer satisfaction.higher levels of loyalty.increase in new customers.lower levels of churn.higher brand awareness.
    24. 24. • www.socialmention.co.uk• www.blogpulse.co.uk• www.crowdbooster.com• www.google.com/alerts• www.technorati.com• www.google.com/insights/search• www.klout.com• Analytics
    25. 25. Exercise 3 - marketing tools
    26. 26. marketing tools• www.internetmarketingninjas.com• www.google.com/trends• www.hootsuite.com• www.bufferapp.com• Google Keyword Tools• www.google.com/webmasters/tools
    27. 27. Contact: • john@sharpmonkeys.co.uk • www.sharpmonkeys.co.uk • www.twitter.com/sharpmonkeys • skype – sharpmonkeys • phone – 01684 575255 / 07962188183

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