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Planning your online marketing strategy   slide share
 

Planning your online marketing strategy slide share

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This workshop will help you determine which online marketing channels you should implement, based on your business goals. If you have limited resources, make sure you're spending time on the right ...

This workshop will help you determine which online marketing channels you should implement, based on your business goals. If you have limited resources, make sure you're spending time on the right initiatives for maximum results.

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Planning your online marketing strategy   slide share Planning your online marketing strategy slide share Presentation Transcript

  • Planning Your Online Marketing StrategyIdentify your goals and prioritize your activities Kimberly Nichols WSI Internet Marketing Consultant 1
  • Kim Nichols • 11 years experience in online marketing • 10 years experience with technical training • Individuals, small businesses, and WSI Consultants • One-on-one, group workshops, virtual webinars • Certifications: • Google Analytics • Google AdWords • WSI Voice of Digital Marketing • WSI Advanced Internet Marketing (AIM) • WSI Research Analyst2
  • What is Marketing? The process or technique of promoting, selling, and distributing a product or service. “The key to effective marketing is to get people to find you, instead of you trying to find them.” - John Ahearn3
  • Marketing: Then & Now SMB Media Consumers Past Lots of time on few media choices (500 ads/day) Present Little time on few media choices (5000 ads/day)4
  • Top 3 Marketing Challenges 1. Inexpensive 3. Effective Lead Generation Measurement 2. Increased Competition *Inc. Magazine Feb. 20105
  • Online Marketing Strategies Search Engine Optimization (SEO) Targeted Traffic Mobile Local SEO Marketing Internet Web Analytics Marketing Web Conversion System Pay per Click Strategies Social Media Advertising (PPC) New Sales, Leads, Email and Conversions Marketing6
  • Search Engine Optimization (SEO) “Organic” Search Listings: • Long-term strategy • Must earn the right to be on top • Based on many factors • Searchers location plays a role • “Black Hat” tricks will get you banned from search engine • No one can guarantee specific results • On-going process: Competitors want your spot! • Google changes7 algorithm daily
  • SEO: Content Marketing • Most important SEO factor = On-page content • Content “syndicated” (distributed) throughout the web • Web pages • Blog posts • Articles • Press Releases • Etc.8
  • Local SEO Local Search Listings: • Same SEO principals, but geographically relevant • Google Places Location • Map marker • Reviews • Contact Info • Website Address9 • Based on searcher’s location
  • What is a Local Business? • Location-based: Rely on foot traffic • Clients might be looking for: • Directions • Contact info • “Spur of the moment” purchases • “Local SEO” is the first step in a larger SEO strategy (if applicable)10
  • Pay per Click Advertising (PPC) PPC Ads: • Auction Style • Based on Keywords you select • Can set daily budget limit • Blue Map marker • When you stop paying, your ads stop • Click fraud monitored and credited to your11 account (and gets you banned if you do it!)
  • Email Marketing • Newsletters, special offers, “Top of Mind” regular communications Awareness • Good conversion rates • Segment list (by interest, location, past purchases…) • Measureable in real time • Costs 20 times less than traditional mailers12
  • Social Media Marketing • Engage in conversation • Help, share, discuss, laugh • Your customers want to hear from you, but… • This is NOT an infomercial! • ROI = Your business will still exist in 5 years13
  • Components of Mobile Marketing Consider a mobile website and mobile SEO when your mobile traffic reaches 10% or more. Mobile Mobile Sites SEO 40% of Google searches & 53% of Bing searches on Mobile Mobile mobile devices have local Ads Apps intent. - eConsultancy.com14
  • Web Analytics The biggest advantage of online marketing • Test marketing initiatives • Measure and track campaign performance • Increase website conversions • Determine your ROI (Return on Investment) Test, test, test… and then test again!15
  • Know the difference “If you dont know where you are going, any road will Goals Tactics Tools get you there.” - Lewis Carroll16
  • Create Your Action Plan 1. Brainstorm 2. Combine similar ideas 3. Number them in order of priority17
  • Make Your Goals SMARTER S Specific Goal: M Measurable Get more clients. A Attainable R Relevant SMARTER Goal: T Time-bound Increase phone calls from E Evaluate the web from 5 to 25 per month by July 1, 2013. R Re-evaluate18
  • Make Your Goals SMART(ER) 4. Make goals SMARTER 5. Move top 3-5 goals to your Action Plan worksheet, in order of priority19
  • Online Marketing Goal Categories Online Marketing Branding Lead Generation Communication Credibility & Awareness Prospects, Employees, etc. Client & Prospect Nurturing20
  • Categorize Your Marketing Goals 6. Assign every goal a category from the Action Plan 7. Write the “High Priority” tasks beside each goal according to the category it falls in21
  • Use the Right Tools & Tactic “When the only tool you have in your toolbox is a sledgehammer, everything starts to look like a rock.” - Bob Rae22
  • How do you manage it all? Hire someone • Time consuming to help you • Balance time vs. cost • Costs less • Moderate learning • Takes less time • Steep learning curve curve • Costs more • More room for error • Errors likely to be • Small learning curve caught earlier • Less room for error Combination Do it Yourself of both23
  • Pulling it All Together 8. Delegate each goal to someone specific 9. Assign exact dates to each goal 10.Which strategies appear the most?24
  • Questions? Kimberly Nichols Internet Marketing Consultant experts@wsimarketingstrategy.com www.wsimarketingstrategy.com25