Online Marketing Master Class

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Early in 2012, Luke Jamieson our Director of Online Marketing gave a Master Class presentation on online marketing. …

Early in 2012, Luke Jamieson our Director of Online Marketing gave a Master Class presentation on online marketing.

The 'workbook' style presentation covered many different aspects over 3 hours including how to create online marketing goals, classifying your audience, basics of SEO, social media & paid advertising.

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  • 1. Online Marketing Master Class – AICC 2012 Online Marketing Master Class Luke Jamieson, Director – Online Marketing
  • 2. Online Marketing Master Class – AICC 2012 Synergy
  • 3. Online Marketing Master Class – AICC 2012 Synergy Two or more things functioning together to produce a result not independently obtainable. The term synergy comes from the Greek word synergia meaning "working together“.
  • 4. Online Marketing Master Class – AICC 2012
  • 5. Online Marketing Master Class – AICC 2012
  • 6. Online Marketing Master Class – AICC 2012Why are we talking about Synergy?
  • 7. Online Marketing Master Class – AICC 2012Why are we talking about Synergy? • Online Marketing / Digital Strategy relies on a mix of elements for best results. • Use of various tools in sync to achieve your business & marketing goals.
  • 8. Online Marketing Master Class – AICC 2012 Business Goals Paid Advertising Competitor Research Social Media Marketing StrategySearch Engine Optimisation Your Website Company Blog
  • 9. Online Marketing Master Class – AICC 2012
  • 10. Online Marketing Master Class – AICC 2012Bieber knows how! 20,000,000 Twitter followers (2nd behind Lady GaGa - more than Barack Obama, YouTube and Twitter itself!) 42,000,000 Facebook fans
  • 11. Online Marketing Master Class – AICC 2012Online Marketing / Digital Strategy Landscape • Your digital strategy encompasses your business, marketing, communications plans & target audience. • Results achieved using a range of online tools to connect with your customers (audience).
  • 12. Online Marketing Master Class – AICC 2012Online Marketing / Digital Strategy Landscape
  • 13. Online Marketing Master Class – AICC 2012Online Marketing / Digital Strategy Landscape
  • 14. Online Marketing Master Class – AICC 2012Online Marketing / Digital Strategy Process • Objectives • Audience • Strategy • Implementation • Measurement • Refinement
  • 15. Online Marketing Master Class – AICC 2012Online Marketing / Digital Strategy Process • Objectives – What are we trying to do? • Audience – Who are we trying to reach? • Strategy – How are we going to reach them? • Implementation – Lets get started! • Measurement – How did we go? • Refinement – What adjustments to make?
  • 16. Online Marketing Master Class – AICC 2012Online Marketing / Digital Strategy Process What tools are we going to use to do this? • Website & Blog – Your online marketing mothership! • Search Engine Optimisation (SEO) • Social Media (Facebook, Twitter, Google+, YouTube) • Paid Advertising (Google AdWords, Bing, Yahoo) • Google Analytics (Set Goals & Measure)
  • 17. Online Marketing Master Class – AICC 2012Workbook Exercise One (Objectives): • What is your main business objective? (Provide professional services/advice, sell products, educate, other?) • Do you have a marketing strategy? (Online marketing is another channel arm not a sole solution) Your online objectives should reflect your offline business & marketing goals.
  • 18. Online Marketing Master Class – AICC 2012Workbook Exercise One (Objectives): • What is the main objective of your online marketing?
  • 19. Online Marketing Master Class – AICC 2012Online Marketing Objectives Some common examples: • Increase visitors – Bit short sighted • Increase leads – Better! • Build brand awareness • Engage with your audience / customer support • Capture details & build relationships
  • 20. Online Marketing Master Class – AICC 2012Establishing Your Audience • Customer profiles • Online behaviours • Pain points • Motivation
  • 21. Online Marketing Master Class – AICC 2012
  • 22. Online Marketing Master Class – AICC 2012 The strategy used to market this business website is very different to professional services 15-20yr old girls Time online spent on Facebook & Twitter Tech savvy, high share- ability, low income – will enter competitions to win. Highly mobile. Impulse buyers.
  • 23. Online Marketing Master Class – AICC 2012 Professional Legal Services Mature audience Need problem solved. Don’t spend much time online, use search to find help, low likelihood of sharing or use of social media. Need facts before making decisions. Financial.
  • 24. Online Marketing Master Class – AICC 2012Workbook Exercise Two (Audience): • Who is your target audience? • Have you created personas for each type of customer? I.e. Do you know you you’re talking to? • Do you know what information they want and where they get it?
  • 25. Online Marketing Master Class – AICC 2012Creating a Digital Strategy Goals + Audience + Platforms = Start of Strategy! • Create a strategy to achieve your goals! • Fish where the fish are! • Who to target & how to target them!
  • 26. Online Marketing Master Class – AICC 2012So how do we do it? • We know our objectives • We know who we’re targeting • We know where they spend their time online • How are we going to get in front of them?
  • 27. Online Marketing Master Class – AICC 2012Your Website (& Blog) • Your content home – your main vehicle • Transaction machine – convert to leads / sales • All roads lead to Rome! – centre of your strategy
  • 28. Online Marketing Master Class – AICC 2012What is a Website?
  • 29. Online Marketing Master Class – AICC 2012What is a Website? • An Investment! • A 24/7 lead generating machine. Right? • Or an empty house in an internet ghost town?
  • 30. Online Marketing Master Class – AICC 2012What is a Website? • Your website is your most important salesperson • 81% of customers research a business online before contacting. • What does your website say about your business?
  • 31. Online Marketing Master Class – AICC 2012Workbook Exercise Three (Your Website): • Does your website give a good first impression of your business? • Is it clear what action you want a user to perform on your site? • Can you measure visitor behaviour?
  • 32. Online Marketing Master Class – AICC 2012Workbook Exercise Three (Your Website): • When was the last time you updated your website content? • Do you have a blog? • If so, when was the last time you updated?
  • 33. Online Marketing Master Class – AICC 2012
  • 34. Online Marketing Master Class – AICC 2012
  • 35. Online Marketing Master Class – AICC 2012Your Website (& Blog) • Size DOES matter! • In December 2011 – Google announced that sites with frequently added content will be a priority for search rankings. • Note – frequently added not frequently updated
  • 36. Online Marketing Master Class – AICC 2012Lets review a website! • Who’s willing to volunteer their site?
  • 37. Online Marketing Master Class – AICC 2012Search Engine Optimisation (SEO): • Your website is ready to convert visitors into customers • Measurement is in place to monitor website usage • Its time to open the doors and let some people in and see what happens.
  • 38. Online Marketing Master Class – AICC 2012Search Engine Optimisation (SEO): • What is SEO?
  • 39. Online Marketing Master Class – AICC 2012Search Engine Optimisation (SEO): • From Wikipedia SEO is… • “…the process of improving the visibility of a website or webpage in search engines via the ‘natural’, ‘organic’ or ‘algorithmic’ search results…”
  • 40. Online Marketing Master Class – AICC 2012Search Engine Optimisation (SEO): • SEO is a Verb – A doing word • SEO is ongoing – not once off • You get out what you put in – like eating vegies! • Not a magic pill • Long term strategy, no quick results
  • 41. Online Marketing Master Class – AICC 2012Search Engine Optimisation (SEO): • From Luke, SEO is… • “…creating great content so that people looking for your stuff, find and share your stuff…”
  • 42. Online Marketing Master Class – AICC 2012Search Engine Optimisation (SEO): • All about optimised content • Not just text – images, video, audio • Be engaging, be remarkable, be shareable • The more you give, the more you get • If you want to be the top of Google – you have to provide the best content.
  • 43. Online Marketing Master Class – AICC 2012
  • 44. Online Marketing Master Class – AICC 2012Search Engine Optimisation (SEO): Example of creative content: • http://www.youtube.com/watch?v=- l7FLwfTUJ0 • This video could be included on a product page, or accompany a text review on your website, or blog.
  • 45. Online Marketing Master Class – AICC 2012Search Engine Optimisation (SEO): Compare to this: • http://www.youtube.com/watch?v=GmeqI8pc sMI • Who would you rather buy from?
  • 46. Online Marketing Master Class – AICC 2012Search Engine Optimisation (SEO): • Expand website content • Create a corporate Blog • Share your collateral (PDFs, Graphics, Videos) • Optimise for keywords & phrases • Make it shareable (Facebook Likes, Tweets)
  • 47. Online Marketing Master Class – AICC 2012Search Engine Optimisation (SEO): • Example – Snowys.com.au • Target demographic – Campers / Outdoor types, passionate, willing to spend for right product. • Lets look at their blog – live example.
  • 48. Online Marketing Master Class – AICC 2012Search Engine Optimisation (SEO): • Example – Snowys.com.au • www.snowys.com.au • http://blog.snowys.com.au
  • 49. Online Marketing Master Class – AICC 2012Workbook Exercise Five (SEO): • Is each of your page targeted to a specific topic? • Can you expand category / services pages into individual topic pages to create more content? • Can you add new content & pages to your site easily? (CMS or Blog)
  • 50. Online Marketing Master Class – AICC 2012Workbook Exercise Five (SEO): • Think of 4 things, not currently on your site that you customers could find useful or might be searching for. • Tip: Do this every month!
  • 51. Online Marketing Master Class – AICC 2012Search Engine Optimisation (SEO): • How do I know the right Keywords?
  • 52. Online Marketing Master Class – AICC 2012Search Engine Optimisation (SEO): • How do I know the right Keywords? – Use Google keyword tool http://bit.ly/GW9QbA – Look at your website stats – Ask you current customers – Ask your family & friends
  • 53. Online Marketing Master Class – AICC 2012 • Google Keyword Tool
  • 54. Online Marketing Master Class – AICC 2012Search Engine Optimisation (SEO): • What about links?
  • 55. Online Marketing Master Class – AICC 2012Search Engine Optimisation (SEO): • What about links? – Good content gets shared and linked to – Use your social media profiles – Local business & industry directories – Other people blogs & forums – Guest writing
  • 56. Online Marketing Master Class – AICC 2012Local Links (SEO): • Local Business directories – Yellow Pages Online, Hotfrog, TrueLocal • Niche / Industry directories – Infolink.com.au for the building industry – Urban Spoon, WebMenu.com.au for restaurants – Ferret.com.au for manufacturing industry • Government! www.sa.gov.au
  • 57. Online Marketing Master Class – AICC 2012Workbook Exercise Six (Links): • Do you sponsor any local charities? • Make sure your website is listed in local directories (Hotfrog, TrueLocal etc) • Industry associations / directories
  • 58. Online Marketing Master Class – AICC 2012Google Places (SEO): • Most important business listing! • Integrates with Google Maps & other third party applications • Complete, 100% accurate, include images, videos and categories & reviews • Shows ahead of organic SEO results
  • 59. Online Marketing Master Class – AICC 2012Google Places (SEO):
  • 60. Online Marketing Master Class – AICC 2012Google Places (SEO): • Lets look at a live example
  • 61. Online Marketing Master Class – AICC 2012Workbook Exercise Seven (Google Places): • Have you claimed your Google Places listing? • Is it 100% complete? (Info, images, categories) • Are you actively collecting reviews?
  • 62. Online Marketing Master Class – AICC 2012Social Media: • Building and engaging with your online community!
  • 63. Online Marketing Master Class – AICC 2012Social Media:
  • 64. Online Marketing Master Class – AICC 2012Social Media: • Which platforms are most appropriate? • Facebook? Twitter? LinkedIn? YouTube? Google+? • Use your target audience to help determine where to put your brand.
  • 65. Online Marketing Master Class – AICC 2012Social Media:
  • 66. Online Marketing Master Class – AICC 2012Social Media (Survey of 5000 websites):
  • 67. Online Marketing Master Class – AICC 2012Social Media: • Who has LinkedIn? http://au.linkedin.com/in/lukej • AICC LinkedIn for business workshop coming up: Wednesday April 18th • AICC Social Media for business workshop: Wednesday July 11th.
  • 68. Online Marketing Master Class – AICC 2012Social Media: • Not a stand alone solution • Avenue to push out website, blog content. • Engage influencers to help share your content.
  • 69. Online Marketing Master Class – AICC 2012Social Media: • Requires constant attention • Social media policies – who manages, what actions need to be taken when. • Build community / customer service rather than direct sales leads.
  • 70. Online Marketing Master Class – AICC 2012Workbook Exercise Eight (Social Media): • What (if any) social media platforms do your target audience spend their time on? • Do you have a social media policy? • What internal resources do you have to monitor and maintain your profiles?
  • 71. Online Marketing Master Class – AICC 2012Paid Search / Pay Per Click (PPC): • Google AdWords • Yahoo / Bing • Facebook Ads • LinkedIn Ads • Display / Banner Ads
  • 72. Online Marketing Master Class – AICC 2012Paid Search / Pay Per Click (PPC): • You only pay when your ad is clicked • Send visitors to an offer page • Ensure tracking is enabled (web and phone) • Measure your leads and sales for ROI
  • 73. Online Marketing Master Class – AICC 2012Paid Search / Pay Per Click (PPC): • Google AdWords “Adelaide Plumbers”
  • 74. Online Marketing Master Class – AICC 2012Paid Search / Pay Per Click (PPC): • Bing Ads “Adelaide Plumbers”
  • 75. Online Marketing Master Class – AICC 2012Paid Search / Pay Per Click (PPC): • Facebook Ads – They target You!
  • 76. Online Marketing Master Class – AICC 2012Paid Search / Pay Per Click (PPC): • LinkedIn Ads
  • 77. Online Marketing Master Class – AICC 2012Workbook Exercise Nine (Is PPC right for you?) • Do you have pages on your site with unique offers? • Do you high value, high margin products. • Do you offer seasonal specials. • Can be good research for SEO to find which keywords work well.
  • 78. Online Marketing Master Class – AICC 2012Google Analytics (Website Statistics) • “50% of my marketing is working, I just don’t know which 50%!” • Print, offline hard to guage. • Online, everything is measured.
  • 79. Online Marketing Master Class – AICC 2012Google Analytics (Website Statistics) • Online marketing is highly measurable • Ensure web analytics is set up correctly • Measure everything! – phone calls, clicks, – form submissions, bookings, – downloads, newsletter sign ups.
  • 80. Online Marketing Master Class – AICC 2012Google Analytics (Website Statistics) • What keywords are finding your site?
  • 81. Online Marketing Master Class – AICC 2012Google Analytics (Website Statistics) • What are they doing on your site?
  • 82. Online Marketing Master Class – AICC 2012Google Analytics (Website Statistics) • Where do they come from?
  • 83. Online Marketing Master Class – AICC 2012Workbook Exercise Ten (Google Analytics) • Do you know how customers find your site? • Do you know your website conversion rate? • Do you know which pages on your site are most popular?
  • 84. Online Marketing Master Class – AICC 2012Work Book Exercise Ten (Google Analytics) • Do you know what keywords people are using to find your site? • Do you have Google Analytics on your site?
  • 85. Online Marketing Master Class – AICC 2012Summary / Key Takeaways • Define business & marketing goals. • Define target audience. • Work out where audience spends their time online & what information they look for. • Create a Digital Strategy to produce information they need & share it where customers are looking.
  • 86. Online Marketing Master Class – AICC 2012Summary / Key Takeaways • Clearly define website goals (and track them!) • Content is King (marketing, sharing is Queen) • Think social • Think local • Consistency is key, once off won’t cut it • SEO is long term, Paid Ads are short term
  • 87. Online Marketing Master Class – AICC 2012Summary / Key Takeaways • Test & Measure EVERYTHING – no excuses • Refine & focus on whats working.
  • 88. Online Marketing Master Class – AICC 2012Questions?
  • 89. Online Marketing Master Class – AICC 2012 • www.thesearchguys.com.au • www.dbgtechnologies.com.au • Twitter.com/lukeyj • Twitter.com/dbgtechnologies • Facebook.com/DBGTechnologies • Phone 1300 723 618