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Online Marketing
Connecting with Your Customers through 
Search, Social & Email Marketing
Agenda

    A little About Us
    The Search for ROI
    Email Marketing
    Search Marketing
    Social Marketing
    Onl...
Capabilities
 CREATIVE &                   APPLICATION                 ONLINE MARKETING 
 INTERACTIVE                  DEV...
The Search for ROI
  Digital marketing gives you data
  Before you begin…define success
  Ultimate goal is to grow your bu...
Email Marketing
Why is Email Marketing Important?
  If email was a country, its 1.4 billion users would make it the larges...
Email Marketing
Email Marketing – Design Your Email
  Don’t overload your email with too 
  much information
  Focus on having no more tha...
Email Marketing – Benefits to You
Low Cost of Entry. 
 There are a number of quality 3rd party providers for delivery of t...
Email Marketing – Segments & Reports
 Segmentation Strategies
   Interest level
   Geography
   Demographics
   Email Acti...
Search Marketing




  Hours of productivity lost…
  4,819,352
Search Engine Optimization 
 Why SEO is Challenging
   Organic search takes time
   Search engines use different algorithm...
Search Engine Optimization (SEO) 
 Audit Your Site
   Benchmark current performance
   Compare to competitors who are perf...
Paid Search Campaigns
 How Paid Search Works
 1. Bid on keywords
 2. When keywords are entered, your ad appears
 3. Amount...
Paid Search Campaigns

 Some things to Consider
   Ad copy
   Landing page
   Keywords – competitive vs. niche
Search Marketing Conversion
What is your primary conversion measurement?
Social Networking – What is it?
 Web 1.0 Evolves into Web 
 2.0

    Web 1.0 was about Web 2.0 is about
    Companies     ...
Social Networking – Why it’s Important
                      Your customers are already there
                      Builds...
Social Marketing ­ How to Start
1. Monitoring 
      Listening ‐ Use social media as “real time” research by 
      monito...
Online Promotions
 Effective driver to:
        Grow mailing database
        Collect survey data
        Raise awareness
...
Online Promotions
Analytics                                                                                    Objectives
                  ...
Analytics: Measuring Conversion


                          Total Visitors



                    Stay Longer than 2 minut...
Analytics: Measuring Conversion

                          #1: Go to Site




  #2: Click Learn More




                 ...
Analytics: Segmentation




Analyze Conversion Behavior
 By marketing channel
 By referrer
 By behavior on site
 By keywor...
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Online Marketing

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Connecting with Your Customers through
Search, Social & Email Marketing

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Transcript of "Online Marketing"

  1. 1. Online Marketing Connecting with Your Customers through  Search, Social & Email Marketing
  2. 2. Agenda A little About Us The Search for ROI Email Marketing Search Marketing Social Marketing Online Promotions Analytics: Measuring Performance
  3. 3. Capabilities CREATIVE &  APPLICATION  ONLINE MARKETING  INTERACTIVE DEVELOPMENT Strategic and tactical support  for: Content Strategy Highly creative, usable  Custom software,  Competitive Analysis and scalable interfaces  E‐Commerce, Content  Research & Discovery  designed to support  (and  Management, desktop and  Analytics respect) your brand and  handheld apps. Intranet  Search and Social Marketing deliver your message. development and legacy  Email Campaigns systems integration. Focus Groups/Usability testing ROI Analysis SUPPORT AND TRAINING On site .NET development support CLEVERPROMO Client Support/IT End User Support Flexible software package to quickly execute  QA Testing, load testing/validation an online promotion such as a contest,  Hosting, Server environment maintenance sweepstakes or online coupon Training & Documentation  Accessibility/Compliance & Standards Project Deployments LOCALIZATION Domain Maintenance International sites tailored to the audience.
  4. 4. The Search for ROI Digital marketing gives you data Before you begin…define success Ultimate goal is to grow your business, but this cannot  always be directly correlated to marketing efforts Some quantifiable success measures: o grow mailing list o drive quantity/quality of site traffic o collect survey data o contact form submission o content submission o viral activity
  5. 5. Email Marketing Why is Email Marketing Important? If email was a country, its 1.4 billion users would make it the largest  in the world. Bigger than China, bigger than the populations of the  USA and European Union combined. ‐ Email Marketing Reports (2009)  Consumer Impression  57% of consumers feel they have a more positive impression  of companies when they receive email from them.  40% said that simply receiving email has a positive impact on  their likelihood to make a future purchase a company.  50% said they're more likely to buy products from companies  who send them email, whether their purchases are online or at a  place of business.  Epsilon "Branding Survey" (Feb 2009)
  6. 6. Email Marketing
  7. 7. Email Marketing – Design Your Email Don’t overload your email with too  much information Focus on having no more than one  main topic, and three secondary  topics State key purpose up front Provide clear calls to action  Drive traffic to your website ‐ include links Branding! Include you company  logo. Choose the “From” and Subject  Lines carefully. This directly  impacts your open rate.  Avoid using images for headlines,  links, and calls‐to‐action
  8. 8. Email Marketing – Benefits to You Low Cost of Entry.  There are a number of quality 3rd party providers for delivery of the email. Use in house resources or work with an agency for design. Easy to Do – Here’s How 1. Define the Goal: What do you want  recipients to do:  Purchase from your online  store? Call your office for a quote?  Contact  you for a free consultation? 2. Design the creative to support your goals,  but keep it relevant Engage readers with content  that pertains to them Segment your mailing database 3. Send, track and adjust
  9. 9. Email Marketing – Segments & Reports Segmentation Strategies Interest level Geography Demographics Email Activity – segmenting based  on email opens, click‐throughs, or  repeat behaviors Email Performance Open Rate Clickthrough Rate Unsubscribes Bounces
  10. 10. Search Marketing Hours of productivity lost… 4,819,352
  11. 11. Search Engine Optimization  Why SEO is Challenging Organic search takes time Search engines use different algorithms, which are constantly changing There is no ‘silver bullet’ Top Factors Impacting Organic Search  Performance relevant, unique, fresh copy quality/quantity of inbound links  traffic volume and patterns site tagging site architecture and page naming domain name
  12. 12. Search Engine Optimization (SEO)  Audit Your Site Benchmark current performance Compare to competitors who are performing better Use diagnostic tools to measure key factors (Google  Webmaster, Hubspot) Identify opportunities for improvement Keyword Analysis What’s relevant to your industry Your competitors’ keywords What phrases are actually being searched Free keyword analysis/density tools
  13. 13. Paid Search Campaigns How Paid Search Works 1. Bid on keywords 2. When keywords are entered, your ad appears 3. Amount of your bid determines your position on page 4. Pay only when someone clicks Benefits of Paid Search Low cost of entry Real‐time data &  modifications Pay only for clicks, not  impressions Daily budget caps Local and regional targeting Receptive audience
  14. 14. Paid Search Campaigns Some things to Consider Ad copy Landing page Keywords – competitive vs. niche
  15. 15. Search Marketing Conversion What is your primary conversion measurement?
  16. 16. Social Networking – What is it? Web 1.0 Evolves into Web  2.0 Web 1.0 was about Web 2.0 is about Companies Communities Home pages Blogs Lectures Conversation Advertising Word of Mouth
  17. 17. Social Networking – Why it’s Important Your customers are already there Builds Relationships Contacts Sales Your business Your brand Connects you with your audience Reasons You Should Be There It is inexpensive or free if you do it  yourself Social media positively impacts search  performance If done effectively, you can drive  traffic to your site 24/7 
  18. 18. Social Marketing ­ How to Start 1. Monitoring  Listening ‐ Use social media as “real time” research by  monitoring your customers conversations 2. Talking  Responding to customers talking about your business  3. Setup your accounts (i.e. Facebook, Twitter, LinkedIn) Have conversations with customers to promote products  or services Energizing – building brand stewardship Embracing – turning customers into a resource for  innovation
  19. 19. Online Promotions Effective driver to: Grow mailing database Collect survey data Raise awareness Motivate product trial through coupon distribution engage with customer Drive traffic to site build a social presence
  20. 20. Online Promotions
  21. 21. Analytics Objectives Understand impact of marketing efforts How Did You Hear About Promotion? How Did You Hear About Promotion? Adjust strategy  Sweeps Entry Sweeps Entry Decide how to invest 0% 0% 1% 1% 2% 2% A Friend A Friend 4% 2% 2% 4% 4% Sunday New ss 4% 27% Sunday New 5% 5% 27% Online Advertisement Online Advertisement 8% 8% Other Key Performance Indicators Other Email From Birds Eye Email From Birds Eye My Local Grocery Store My Local Grocery Store Magazine Magazine Visits 12% 12% Message Board/Online Community Message Board/Online Community 12% 23% 23% 12% Taste Of Home Magazine Taste Of Home Magazine Taste Of Home Email New sletter Taste Of Home Email New sletter Unique Visitors Taste Of Home Cooking School Taste Of Home Cooking School On The Radio On The Radio New vs. Repeat Visitors Bounce Rate Time on Site Pages Visited Buttons Clicked Videos Views pdf’s Downloaded Forms Submitted
  22. 22. Analytics: Measuring Conversion Total Visitors Stay Longer than 2 minutes Submit Form Purchase
  23. 23. Analytics: Measuring Conversion #1: Go to Site #2: Click Learn More #3: Submit Contact Form
  24. 24. Analytics: Segmentation Analyze Conversion Behavior By marketing channel By referrer By behavior on site By keyword Tools for Segment Analysis Campaign tags on inbound links Analytics features such as filters,  segments, event tracking, goals
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