Online Marketing Presentation

Online Marketing Strategies www.elchango.ca

About Me

I run a web development firm in Vancouver called El Chango Media.

Formerly worked for Tourism BC on HelloBC and with their marketing team.

I run a Vancouver and Southwestern BC Hiking website called Vancouver Trails (www.vancouvertrails.com)

Website Content Online Marketing Strategies www.elchango.ca

Content is King!

Whether you are building a new website or thinking of improving your existing website, focus on developing the content for your visitors.

Do not get caught up in the graphic design. Web users are looking for information, not animations.

The Value of having lots of content:

It keeps visitors coming back to your website.

People can find your site through Search Engines from your keyword rich content.

Content on your website could be unique information.

Creating Content on Your Website

Some examples of Content:

Make sure to have unique pages for each of your products and services.

Share the experience with the reader.

Ask for feedback and share feedback with readers.

Look for other opportunity pages (ie. add a FAQ page, a local event, etc.).

Introducing some content in another language might be useful for your audience.

Some Additional Tips:

Make sure grammar and spelling is correct.

Update content regularly, particularly on the homepage.

Do not duplicate content or plagiarize.

Tracking Your Website Results Online Marketing Strategies www.elchango.ca

Website Analytics

Website Analytics:

Can provide insight into your site’s audience.

Can help you make decisions on what enhancements to make to your website.

Are a valuable way of tracking your online marketing initiatives.

Will show you trends when tracked over time (ie. Year to year).

Tracking Website Results with Google Analytics

Some examples of information Google Analytics can provide:

Number of visitors

Number of Page Views

What Countries Visitors are in

What Pages are most viewed

What websites visitors come from

What Search Engines visitors use to reach your site

What keywords visitors type into the search engines to reach your site

Track All Your Visitors and Changes

Use Google Analytics to track your statistics on your website monthly.

After implementing a change to your website, looking for changes in trends. It might not be immediately but take 6 months to see any sign of an increase.

Set Goals and revisit these goals over time.

Track all incoming links and set up unique URLs to track for various ad campaigns.

Marketing Strategies for your Website Online Marketing Strategies www.elchango.ca

Search Engine Optimization (SEO)

The importance of Search Engines:

On average, more than 60% of website traffic comes from Search Engines

Your website should:

be properly indexed on Google

contain Keywords in the Page Titles and throughout the Content

Have Meta tags on ALL pages

Have a user friendly URL structure (ie. www.domain.com/camping/ )

All images and photos should be tagged with ALT tag descriptions.

Not include functions that impede search engines (ie. A website entirely in Flash)

Link Exchanges

Google views a link to your website as a vote.

The more ‘votes’ your website has for particular keywords, the better the ranking in Google.

Exchange links with relevant websites (ie. Partners, Industry sites, related Forums, etc.)

Try to get articles written about your product or services on related Blogs.

Articles in local newspapers, which then get featured on their online version.

Traditional Print Media / PR

Make sure your website address is on all your marketing materials (ie. Business cards, brochures, etc.)

Reconsider if you are using Yellowpage ads, billboards, bus stop ads, etc.

More people are searching for information online.

Spending money on online marketing or keywords generally provides a higher ROI.

Send out Press Releases to newspapers, magazines, websites, etc. announcing a new product or service.

The benefits of PR include:

Gaining additional links to your website.

Drives people to your website either through links or search engines.

Search Engine Marketing (SEM)

Paying for keyword ads on search engines such as Google, Bing, or Yahoo.

Benefits of running SEM Campaigns:

The ads are highly targeted and only show on related pages associated with the keywords you choose.

Cost effective. Usually you pay on a Cost per Click scheme.

Easy to measure the results (ie. CPC, Click Thru Rate, etc).

Quick to implement.

Note: SEM should only be implemented after SEO to further capture the paid ad market.

Web Banner Ads

Use these ads selectively and track which are successful and which are not.

The Downside to Banner Ads:

They are often expensive and do not have a high click through rate.

Web users have become accustom to visual

Money is better spent with Text and Keyword Ads.

Blogging

Blogging is great for creating incoming links to your website.

Incoming links will be within relevant content.

A couple of options to start blogging:

Start your own blog within your site or use a free online service like Wordpress or Blogger.

Contribute to an industry blog as a writer.

Email Marketing

Still relevant.

Collect emails on website through opt-in functions.

Use a service such as Constant Contact or Mail Chimp.

They provide tools for managing your lists.

They provide unsubscribe functionality.

They meet strict spamming conventions.

They providing statistics on opened emails, bounced emails, etc.

Social Media

Social Media can help spread the word about your product or service virally.

Make sure to spend the ‘appropriate time’ with such services and track your results.

Some examples of Social Media:

Facebook – Create a Fan Page in Facebook.

Twitter – Short updates called Tweets

Youtube – More people are using videos for trip planning..

Flickr – Community for photo sharing.

What Works For You?

Implement in phases.

Give adequate time after implementation to track changes.

If a strategy is working, look at avenues to further develop that strategy.

If a strategy is not working, change course.

Online Marketing Presentation

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