Online Marketing Tactics
Upcoming SlideShare
Loading in...5
×
 

Online Marketing Tactics

on

  • 1,182 views

Overview of online marketing tactics to deploy as part of your digital strategy

Overview of online marketing tactics to deploy as part of your digital strategy

Statistics

Views

Total Views
1,182
Views on SlideShare
1,171
Embed Views
11

Actions

Likes
1
Downloads
33
Comments
0

1 Embed 11

http://www.slideshare.net 11

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Online Marketing Tactics Online Marketing Tactics Presentation Transcript

  • Online Marketing Introduction Workshop Keith Feighery: Digital Strategist
  • Overview
    • Pay per Click Advertising
    • Affiliate Marketing
    • Analytics Tools
    • Search Engine Optimisation
    • Email Marketing
    • Social Media Campaigns
    • Identifying KPIs
    • Pay Per Click Advertising
    View slide
  • Google Adwords View slide
  • PPC Introduction
    • Analyse your specific market
      • Use Keyword Tools
    • Analyse your online and offline competitors
      • Trellian.com, Google keywords tool
    • Create the PPC accounts
      • Google, Bing, Yahoo
    • Divide the main account into sub campaigns and Groups
      • Enables highly targetted Ad Cam
    • Create Longtail multi-word bids
      • Over 60% searches use 3 or more words
    • Set up a Conversion points and Track
    • Adjust constantly to ensure optimisation
  • PPC Tips
    • Match your keywords to optimised and tested landing pages
    • What does Google's important "Quality Score” mean
      • Based on CTR, relevancy of keywords, ads and landing pages
      • High quality score means higher ranking with lower bid costs
    • Tools and strategies to find the best PPC keywords
      • Google Adwords
      • Keyword Spy
      • Wordze
      • WordTracker
    • Write highly optimised and design ads to attract highly targeted clicks
      • Make sure landing pages are relevant
      • Repeat bid keywords in copy (they are bolded and increase CTR)
      • Try out “Arrow” formation
      • Clear Calls to Action
      • Dynamic Keyword Insertion
    • Affiliate Networks & Performance Based Marketing
  • Affiliate Networks/Performance Mktg
  • Mobile Payment and Ad Networks
    • Analytics
  • Google Analytics
    • Search Engine Optimisation
    • Some Key Factors
      • www.seomoz.org/article/search-ranking-factors
  • Top 5 Ranking Factors
    • Keyword Focused Anchor Text from External Links
      • 73% very high importance
    • External Link Popularity (quantity/quality of links)
      • 71% very high importance
    • Diversity of Link Sources (links from many unique root domains)
      • 67% very high importance
    • Keyword Use Anywhere in the Title Tag
      • 66% very high importance
    • Trustworthiness of the Domain Based on Link Distance from Trusted Domains
      • 66% very high importance
  • Next 5 Important Factors
    • Keyword Use in Internal Link Anchor Text on the Page
      • 47% moderate importance
    • Keyword Use in External Link Anchor Text on the Page
      • 46% moderate importance
    • Keyword Use as the First Word(s) in the H1 Tag
      • 45% moderate importance
    • Keyword Use in the First 50-100 Words on the Page
      • 45% moderate importance
    • Keyword Use in the Subdomain Name
      • 42% low importance
    • Keyword Use in the Page Name URL
      • 38% low importance
    • Social Media Campaigns
  • Elements of a social media campaign
    • Essentials of a successful campaign
      • Know your target audience
      • Plan goals and aims of campaign
      • Prepare internal organisation for impact of social media
      • Identify stakeholders and task them with ownership
      • Pick platforms and tools that relate to your identified audience
      • Implement a pilot programme and monitor and analyse campaign progress
      • Revise approach and campaign based on feedback
      • Roll-out on different platforms and business areas incrementally
  • Implementing a social media campaign
    • Benchmark existing stats
      • Current site statistics - PPC and Organic Search
      • Twitter followers, Facebook fans, Digg Links, existing traffic etc..
      • Quantify ROI benchmarks – customer acquisition, advertising spend per channel
    • Design and develop the campaign
      • Decide on channels
      • Stakeholders
      • Expectations
      • Pilots
      • Revision points
      • Monitoring process
      • Engagement process
  • Metrics that can be measured
    • Traffic
      • Traffic volumes, PPC, Organic, sources, keywords, affiliates, time spent on site, bounce rates etc..
    • Levels of Interaction
      • Comments etc… - engaged customers are quality customers
    • Sales
      • Targeted Landing pages for specific channels (Dell generated 1.5M sales on twitter in 18 months)
    • Leads/Conversions
      • If not possible to convert online – therefore create other mesaurable conversions
    • Links
      • Video links – Tagged: YouTube, Vimeo, Blip.tv
      • Blog Links – trackbacks, comments, direct references
      • Digg Links
    • Brand Metrics
      • Positive Brand Associations
      • Word of Mouth
      • Brand Awareness
      • Propensity to Buy
      • Brand Recall
    • Email Marketing
  • Email Applications
  • Best Practices
    • Integrate with CRM system
      • Segment Database, Dynamic Conent, Defined API
    • Optimise and Test Subject Lines
      • Have to attract attention and get through SPAM blocks
    • Deliverability
      • Own IP Address,Set up SPF records
    • Share with Social Network
      • Make it easy to share email content with networks
    • Clear Calls to Action
      • Ensure clear to customer what next step is
  • Best Practices
    • Organic Opt-in List Growth
      • Don’t buy lists – when people unsubscribe – ensure they are
    • Frequency
      • Think relevancy - Be cognisant of SPAM
    • Constantly Test
      • Test Content, Images, Subject Line, Address, Calls to actions, placements, layout
    • Template Design
      • Fresh brand centric design
  • Lifecycle Messaging
    • Lifecycle messaging
      • Understand spend or action patterns of users
      • Address these with customised and personalised offers
    • Reduce customer churn and increase repeat business and retentions
      • Follow up segmented mails help convert recent prospects
      • Needs to be done fast – or else you lose intent
    • Email Recommendations:
      • Cheetah, E-Dialog – large Enterprise Solutions
      • Stormpost, Goolara or ExactTarget aWeber , Triggermail , GetResponse – Medium size Enterprises
  • Newsletter Examples
  • Lifecycle Email Marketing
    • Interested Prospects, Engaged Customers and Lapsed Customers
      • Prospects,
        • Optin for emails, visit your Web site, make an online purchase or visit a retail location.
      • Engaged Customers
        • maintain or increas e purchase levels, strengthen loyalty, encourag e recommendations to friends
      • Lapsed Customers,
        • gaining an understanding of their concerns, attempts to re-engage them , prevent them from switching allegiance to another compan
  • Elements of Email Campaign
    • Campaign elements appropriate for Interested Recipients might include:
      • Welcome messages
      • Lead warming activities
      • Promotions for first purchase
    • Messaging elements to Engaged Customers can encompass:
      • Renewal notices
      • Shopping cart abandon notices
      • Service alerts
      • Receipts
      • Reminders of upcoming events
      • Special promotions for top customers
      • Targeting based on Web site page visits
    • Tactics to re-engage Lapsed Customers include:
      • Sending surveys to identify reasons for lack of engagement
      • Offering incentives to re-visit the Web site
      • Delivering promotions to encourage purchases
    • Online
    • Key Performance Indicators
  • Typical Trackable KPIs
    • Unique Visits
    • Cost per click / Click Through Rates / CPM
    • Cost per Lead / Sale
    • Bounce rate
    • Returning visitors
    • Abandonment rate
    • Recency Rates
    • Average Revenue Per User
    • Average Revenue Per Paying User
  • Additional KPIs
    • Conversion Rates and Costs
    • 3 rd Party Links – Emails, Promotions, Affiliates
    • New account sign-ups
    • Article or press release views
    • Newsletter signups
    • Page views per session
    • No. of site specific downloads
    • Appendix
  • PPC and SEO Some Sites
    • www.seochat.com
    • www.searchengineland.com
    • http://www.webmasterworld.com/
    • www.interleado.com
    • www.redcardinal.ie
    • www.ringjohn.com
    • www.voodoo.ie
    • www.seomoz.com
    • http://www.webceo.com
    • http://www.desktop-reporting.com/polaris.html
    • http://www.redflymarketing.com
    • http://www.google.com/intl/en/adwordseditor
  • Google Global Firefox Plugin http://www.redflymarketing.com/googleglobal/google_global-2.0.4.xpi.
  • Google Offline Adwords Editor Google Offline Adwords Editor and Manager