Online Marketing Tools The Web as a platform

Agenda What is online marketing? The online marketing mix Search Engine Optimization Pay-Per-Click Advertising Web 2.0 marketing Turn traffic into leads Measure your efforts Summary

What is online marketing?

The online marketing mix

Search Engine Optimization

Pay-Per-Click Advertising

Web 2.0 marketing

Turn traffic into leads

Measure your efforts

Summary

Online Marketing Sell goods or services over the Internet Defend & build your brand online One-to-one approach Marketing that appeals to a specific behavior or interest Ads are based on search engine keywords entered by users Lower costs for the distribution of information and media to a global audience Maximize ROI Deliver tangible and measurable results Add value

Sell goods or services over the Internet

Defend & build your brand online

One-to-one approach

Marketing that appeals to a specific behavior or interest

Ads are based on search engine keywords entered by users

Lower costs for the distribution of information and media to a global audience

Maximize ROI

Deliver tangible and measurable results

Add value

Online Marketing Mix Search Engine Optimization - SEO Pay-per-Click (PPC) advertising Web 2.0 marketing Social networks Blogs Podcasts/Webinars RSS feeds Social bookmarking

Search Engine Optimization - SEO

Pay-per-Click (PPC) advertising

Web 2.0 marketing

Social networks

Blogs

Podcasts/Webinars

RSS feeds

Social bookmarking

Online Marketing Do’s Make use of Pay-per-Click engines Put testimonials and feedback all over your website Make sure that your website is easy to access Include a search feature on your website Launch a business Blog to drive traffic and leads

Make use of Pay-per-Click engines

Put testimonials and feedback all over your website

Make sure that your website is easy to access

Include a search feature on your website

Launch a business Blog to drive traffic and leads

Pay-per-Click (PPC) Immediate and quick implementation of your online marketing strategies No need to change your website structure Major advantages of online advertising: Unlimited targeted search terms Tighter control over where listings appear and what they say (but watch out for editors) Higher placement on results page Easy to test search terms, products, offers, wording (and you should!) Creativity You can bid on terms you wouldn't want to use on your site Use design and landing pages you wouldn’t use on your site

Immediate and quick implementation of your online marketing strategies

No need to change your website structure

Major advantages of online advertising:

Unlimited targeted search terms

Tighter control over where listings appear and what they say (but watch out for editors)

Higher placement on results page

Easy to test search terms, products, offers, wording (and you should!)

Creativity

You can bid on terms you wouldn't want to use on your site

Use design and landing pages you wouldn’t use on your site

Web 2.0 Marketing Web 2.0 is about: Web design creativity Information sharing Collaboration Web 2.0 social tools are organized around individuals Users add value (contribution) Web 2.0 is about allowing people to manipulate data, not just retrieve data

Web 2.0 is about:

Web design creativity

Information sharing

Collaboration

Web 2.0 social tools are organized around individuals

Users add value (contribution)

Web 2.0 is about allowing people to manipulate data, not just retrieve data

Web 2.0 Mix Social networking Blogs Podcasts Intelligent press releases & RSS Social Media Optimization (SMO) Tagging & Social Bookmarking

Social networking

Blogs

Podcasts

Intelligent press releases & RSS

Social Media Optimization (SMO)

Tagging & Social Bookmarking

Blogs Online journals Can include: images, photos, links, video, audio… Use them to subtly market your applications or develop a brand name Provide change to develop informal dialogue with customers Allow you to test new product ideas Inexpensive Free tools (Google, IT Toolbox blogs) Develop your own Regularly update your blogs

Online journals

Can include: images, photos, links, video, audio…

Use them to subtly market your applications or develop a brand name

Provide change to develop informal dialogue with customers

Allow you to test new product ideas

Inexpensive

Free tools (Google, IT Toolbox blogs)

Develop your own

Regularly update your blogs

Podcasts Audio file that is broadcasted over the web The term podcast, means BOTH content and delivery Enables you to distribute audio/video content in addition to printed materials Great tool for education - think tutorials, except this time its continual through your RSS feeds Permits some of your company’s greatest success stories to be told in the voice of your customer

Audio file that is broadcasted over the web

The term podcast, means BOTH content and delivery

Enables you to distribute audio/video content in addition to printed materials

Great tool for education - think tutorials, except this time its continual through your RSS feeds

Permits some of your company’s greatest success stories to be told in the voice of your customer

Social Media Optimization (SMO) Generate publicity through social networks Implement changes to optimize a site Connectivity – “Share this…” Option to email your article/page Option to vote for the content Option to blog or comment material Related articles or pages More highly visible in social media searches on custom search engines (such as Technorati – blog related bookmark) Basic rules Increase your link ability Make tagging and bookmarking easy Help your content travel SEO on documents Place on download sites

Generate publicity through social networks

Implement changes to optimize a site Connectivity – “Share this…”

Option to email your article/page

Option to vote for the content

Option to blog or comment material

Related articles or pages

More highly visible in social media searches on custom search engines (such as Technorati – blog related bookmark)

Basic rules

Increase your link ability

Make tagging and bookmarking easy

Help your content travel

SEO on documents

Place on download sites

Recommended Bookmarking Services Propeller.com Blinklist BlogMarks De.lirio.us Del.icio.us Digg Furl IceRockt Ma.gnolia RawSugar Yahoo My Web 2.0 And more…

Propeller.com

Blinklist

BlogMarks

De.lirio.us

Del.icio.us

Digg

Furl

IceRockt

Ma.gnolia

RawSugar

Yahoo My Web 2.0

And more…

How to Generate Leads Quickly using Web 2.0 Develop a Post/Article/Webpage Educational.. Not sales letter! Give customers what they really want – nobody likes to be sold to Optimize your title – your content must be compelling Secrets of… Who else wants… Five easy steps to… What everyone needs to know about… Optimize for Fans In Web 2.0 people come back to the same site to hear more So give them good quality information (a must-have) Then (politely) ask if they would like more Give a signup box – but don’t spam them Call for action Provide downloads Use data capture Follow up

Develop a Post/Article/Webpage

Educational.. Not sales letter!

Give customers what they really want – nobody likes to be sold to

Optimize your title – your content must be compelling

Secrets of…

Who else wants…

Five easy steps to…

What everyone needs to know about…

Optimize for Fans

In Web 2.0 people come back to the same site to hear more

So give them good quality information (a must-have)

Then (politely) ask if they would like more

Give a signup box – but don’t spam them

Call for action

Provide downloads

Use data capture

Follow up

Measure Your Online Efforts Online marketing efforts can be measured immediately You can track: Clicks (PPC) Visitors Conversion Rate How many information requests? Sales? You can take immediate corrective actions Update your campaigns Update your landing pages Change your messaging Keep optimizing & measuring

Online marketing efforts can be measured immediately

You can track:

Clicks (PPC)

Visitors

Conversion Rate

How many information requests? Sales?

You can take immediate corrective actions

Update your campaigns

Update your landing pages

Change your messaging

Keep optimizing & measuring

Summary Web 2.0 is flexible & affordable Mix tools to optimise ROI Connectivity is essential Provide compelling content Distribute your content Immediately measure your efforts & optimize

Web 2.0 is flexible & affordable

Mix tools to optimise ROI

Connectivity is essential

Provide compelling content

Distribute your content

Immediately measure your efforts & optimize

Thank you! Israel Naogaoker SEO, Online Marketing & MARCOM Services Phone: +972 3 932 5097 Mob: +972 547 642309 E-mail: [email_address] www.israel-marketing.com

Israel Naogaoker

SEO, Online Marketing & MARCOM Services

Phone: +972 3 932 5097

Mob: +972 547 642309

E-mail: [email_address]

www.israel-marketing.com