Marketing on the Internet  <ul><li>Whether or not  you  are online,  </li></ul><ul><li>20% of the World’s population is. <...
Pearl Software <ul><li>Maximising the power of the internet for business </li></ul>
Lush Longboards
 
Forums Excellent for community but can be hard work!
 
Lush Longboards online <ul><li>Strong website for brand presence </li></ul><ul><li>Ecommerce sales, retail and wholesale <...
So why online marketing? <ul><li>Huge audience potential  </li></ul><ul><li>The cost to reach ratio is relatively low  </l...
Who are we targeting?
Search Engine Optimisation <ul><li>Natural listings </li></ul><ul><li>Making your site robot friendly </li></ul><ul><li>Ha...
Google Webmaster Tools
Google products & shopping
 
 
Pay Per Click <ul><li>Google Adwords, Microsoft adCenter </li></ul><ul><li>Cost from 1 penny to £35 a click, typically <£5...
 
Tracking your online marketing <ul><li>Use Google Analytics & CRM software </li></ul>
Converting this traffic to revenue
Turn marketing into revenue <ul><li>Product sales via online shop </li></ul><ul><li>Service sales via lead closure </li></...
Email marketing News and information Auto responders
 
 
<ul><li>The benefits </li></ul><ul><li>Online, anytime, anywhere </li></ul><ul><li>No need for on site server </li></ul><u...
<ul><li>Hosted, web based CRM </li></ul><ul><li>#2 fastest growing tech company behind Google </li></ul><ul><li>More than ...
<ul><li>Website and ecommerce </li></ul><ul><li>CRM and contact management </li></ul><ul><li>Email marketing integration <...
<ul><li>Brand awareness </li></ul><ul><li>Traffic generation  </li></ul><ul><li>Lead capture via website and forms </li></...
So what does the future hold? <ul><li>Increased use of social media for business </li></ul><ul><li>Reduced spend on tradit...
Further information <ul><li>Promote your site:  http://www.google.com/webmasters </li></ul><ul><li>Track your web traffic:...
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Chris Tanner - Harnessing the Power of the Internet

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BEN Event: Harnessing the Power of the Internet - 22nd Sept 2009

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Chris Tanner - Harnessing the Power of the Internet

  1. 1. Marketing on the Internet <ul><li>Whether or not you are online, </li></ul><ul><li>20% of the World’s population is. </li></ul><ul><li>Capture and retain more customers </li></ul><ul><li>Sell more products and services </li></ul><ul><li>Reduce costs and improve efficiency </li></ul><ul><li>Software as a Service </li></ul>
  2. 2. Pearl Software <ul><li>Maximising the power of the internet for business </li></ul>
  3. 3. Lush Longboards
  4. 5. Forums Excellent for community but can be hard work!
  5. 7. Lush Longboards online <ul><li>Strong website for brand presence </li></ul><ul><li>Ecommerce sales, retail and wholesale </li></ul><ul><li>Forum, Facebook and YouTube </li></ul><ul><li>30,000 newsletter subscribers globally </li></ul><ul><li>Warehouse in Easton, office in central Bristol </li></ul><ul><li>Bookkeepers in Bath, Accountants in London </li></ul>
  6. 8. So why online marketing? <ul><li>Huge audience potential </li></ul><ul><li>The cost to reach ratio is relatively low </li></ul><ul><li>It’s dynamic and reactive – eg product launch </li></ul><ul><li>Easily traceable for ROI reporting </li></ul><ul><li>Many of the processes can be automated </li></ul><ul><li>Build a community </li></ul><ul><li>Collect feedback </li></ul><ul><li>Learn about your customers </li></ul><ul><li>Build statistics for intelligent decision making </li></ul>
  7. 9. Who are we targeting?
  8. 10. Search Engine Optimisation <ul><li>Natural listings </li></ul><ul><li>Making your site robot friendly </li></ul><ul><li>Have relevant content </li></ul><ul><li>Add meta page information </li></ul><ul><li>Use sitemaps & Product feeds </li></ul><ul><li>Create inbound links </li></ul><ul><li>Use Google Webmaster Tools </li></ul>
  9. 11. Google Webmaster Tools
  10. 12. Google products & shopping
  11. 15. Pay Per Click <ul><li>Google Adwords, Microsoft adCenter </li></ul><ul><li>Cost from 1 penny to £35 a click, typically <£5 </li></ul><ul><li>Very traceable </li></ul><ul><li>Needs careful keyword analysis </li></ul><ul><li>Conversion rate optimisation is key </li></ul>
  12. 17. Tracking your online marketing <ul><li>Use Google Analytics & CRM software </li></ul>
  13. 18. Converting this traffic to revenue
  14. 19. Turn marketing into revenue <ul><li>Product sales via online shop </li></ul><ul><li>Service sales via lead closure </li></ul><ul><li>Ecommerce software </li></ul><ul><li>CRM software (Customer Relationship Management) </li></ul><ul><li>Email marketing & Auto responders </li></ul>
  15. 20. Email marketing News and information Auto responders
  16. 23. <ul><li>The benefits </li></ul><ul><li>Online, anytime, anywhere </li></ul><ul><li>No need for on site server </li></ul><ul><li>Backed up and always up to date </li></ul><ul><li>Cost effective monthly subscription </li></ul><ul><li>The risks </li></ul><ul><li>Outsourcing data </li></ul><ul><li>Dependency on internet connection </li></ul><ul><li>Dependency on supplier viability </li></ul>Cloud computing for business Software as a Service
  17. 24. <ul><li>Hosted, web based CRM </li></ul><ul><li>#2 fastest growing tech company behind Google </li></ul><ul><li>More than 52,000 customers </li></ul><ul><li>1.1 million subscribed users </li></ul><ul><li>3,300+ full time employees </li></ul>
  18. 25. <ul><li>Website and ecommerce </li></ul><ul><li>CRM and contact management </li></ul><ul><li>Email marketing integration </li></ul><ul><li>Products and Stock control </li></ul><ul><li>Finance and accounting </li></ul><ul><li>Online, anytime, anywhere </li></ul>Pearl
  19. 26. <ul><li>Brand awareness </li></ul><ul><li>Traffic generation </li></ul><ul><li>Lead capture via website and forms </li></ul><ul><li>Sales closure with CRM/ecommerce </li></ul><ul><li>Customer retention </li></ul>
  20. 27. So what does the future hold? <ul><li>Increased use of social media for business </li></ul><ul><li>Reduced spend on traditional marketing </li></ul><ul><li>Community based viral/word of mouth </li></ul><ul><li>Fully integrated website, marketing and CRM systems </li></ul><ul><li>A move to online software </li></ul><ul><li>Better vendor transparency </li></ul>
  21. 28. Further information <ul><li>Promote your site: http://www.google.com/webmasters </li></ul><ul><li>Track your web traffic: http://www.google.com/analytics </li></ul><ul><li>Email marketing: http://www.mailchimp.com </li></ul><ul><li>Web hosted CRM solutions </li></ul><ul><li>http://www.salesforce.com http://www.thisispearl.com http://www.sugarcrm.com </li></ul><ul><li>From lead to sale, integrated and online </li></ul><ul><li>http://www.thisispearl.com http://www.netsuite.com </li></ul><ul><li>Online marketing trends for 2009: </li></ul><ul><li>http://www.strangecorp.com/news/view/online-marketing-trends-in-2009 </li></ul><ul><li>Chris Tanner, Pearl Software </li></ul><ul><li>www.thisispearl.com 0845 0038935 </li></ul>

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