Terenure Online Marketing Workshop
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Online Marketing Workshop

Online Marketing Workshop

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Terenure Online Marketing Workshop Presentation Transcript

  • 1. Online Marketing Workshop
    Keith Feighery: Digital Strategist
  • 2. Overview
    Pay per Click Advertising
    Web Traffic Analytics
    Search Engine Optimisation
    Email Marketing
    Social Media Campaigns
    Tracking Key Performance Indicators
  • 3. Pay Per Click Advertising
  • 4. Google Adwords
  • 5. 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
  • 6. 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
  • 7. Analytics
  • 8. Google Analytics
  • 9. Search Engine Optimisation
  • 10. Some Key Factors
    www.seomoz.org/article/search-ranking-factors
  • 11. 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
  • 12. 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
  • 13. Social Media Campaigns
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. Email Marketing
  • 18. Email Applications
  • 19. Best Practices
    Integrate with CRM system
    Segment Database, Dynamic Content, Customer focused messages
    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
  • 20. 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
  • 21. 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
  • 22. Newsletter Examples
  • 23. Targeted Email Campaigns
    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 increase purchase levels, strengthen loyalty, encourage recommendations to friends
    Lapsed Customers,
    gaining an understanding of their concerns, attempts to re-engage them , prevent them from switching allegiance to another compan
  • 24. 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
  • 25. Online
    Key Performance Indicators
  • 26. Typical TrackableKPIs
    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
  • 27. Additional KPIs
    Conversion Rates and Costs
    3rd 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
  • 28. Appendix
  • 29. 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
  • 30. Google Global FirefoxPlugin
    http://www.redflymarketing.com/googleglobal/google_global-2.0.4.xpi.
  • 31. Google Offline Adwords Editor
    Google Offline Adwords Editor and Manager