Mastering internet marketing

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The wonderful thing about internet marketing is the ability to measure your results.

But don't just stop at the metrics. This presentation will show you how to turn metrics into action.

For more details on this topic go to : http://www.roundpeg.biz/2014/05/right-prescription-grow-web-traffic/

Published in: Marketing, Business, Technology
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Mastering internet marketing

  1. 1. MASTERING INTERNET MARKETING Lorraine Ball | Roundpeg
  2. 2. A World Potential Customers
  3. 3. Stages of the Purchase Cycle
  4. 4. Stages of the Purchase Cycle
  5. 5. Stages of the Purchase Cycle
  6. 6. Your Website is the Center
  7. 7. WHAT SHOULD YOU MEASURE? Visits | Views | Conversion
  8. 8. VISITS If you build it, will the come?
  9. 9. Metric: Sessions (Visits) • Objective: More visits than a year ago
  10. 10. Metric: Visits • Where do visitors come from? Where Does Traffic Come From? Organic Search Direct Referral Social Email
  11. 11. Action : Target Each Source • Increase – Direct traffic with off line activity – Organic traffic with content – Referrals with directory listings and cross promotion – Social traffic with activity – Create or expand your email list – Consider paid advertising when all else fails
  12. 12. VIEWS (INTEREST) People come, now what?
  13. 13. Metric: View • Objective: At least two pages per visit • Common mistakes – Too many choices – Slow load speed – Non-responsive design – Poor navigation
  14. 14. Metric : Interest • What attracts people – Landing pages Page % of Traffic / (Home Page) 38% /2009/11/do-whole-house-humidifiers-work/ 9% /2013/11/why-does-my-furnace-smell/ 7% /contact-us/ 7% /about-us/customer-feedback-form/ 6% /electrician/ 5% /2013/01/hvac-tax-credits-2013/ 3%
  15. 15. Metric: Interest • What are people interested in – Most popular posts – Path – Do you have internal links
  16. 16. Common Mistake: Interest • Common Mistakes – Old, thin or unoriginal content – Not treating your website as the center of your marketing
  17. 17. Action: Create Clear Path
  18. 18. Action: Create a Clear Path
  19. 19. Conversion • Contacts and inquiries • Newsletter signups • Service requests
  20. 20. Action: Increase Conversion • Give people something to do – Add downloads, check lists and surveys – Create web based offers – Add service renewal and scheduling
  21. 21. $ Acquiring Customers Copyright © 2012 Constant Contact, Inc. 1 2 3 4 5 6 7 • Time… Money… Energy… Effort • Takes 7 touches, on average, for a sale – Some buy right away – Others research and try – Some show interest but don’t trust you
  22. 22. Internet Marketing Builds Relationships
  23. 23. Conversion Program • Offer • Sign Up Form / Landing Page • Follow up Program
  24. 24. Conversion: Offer
  25. 25. Promote Offer • Newsletters • Social media • Print • Face to face • Wherever your customers are
  26. 26. Promote Your Offer Where Your Customers Are 26 2 Incoming or Outgoing Calls Events and Meetings Place of Business Guest Book Email Signature K Smitheen Your Offer Social Media
  27. 27. Calling Your Audience to Action • Calls to Action include… – Links to click on – Information to print out – Phone numbers to call – Instructions • Describe the immediate benefits… – What’s in it for your audience? – Why should they do it now? 27
  28. 28. Conversion: Trade for Email
  29. 29. Conversion: Sell the Offer with a Landing Page
  30. 30. Follow up with Email • Drip Campaigns • Newsletters
  31. 31. Keep Customers Coming Back • The value of a customer – You’ve already paid for them • It’s 6-7 times more expensive to gain a customer than to retain a customer 1 – They spend more • Repeat customers spend 67 percent more 2 – They are your referral engine • After 10 purchases, a customer has already referred up to 7 people 2 31 Sources: 1. Flowtown, 2010 2. Bain and Company
  32. 32. Questions? Ask me about our weekly seminars Ask about a free trial of Constant Contact
  33. 33. Stay in Touch Lorraine Ball. lorraine@roundpeg.biz | @lorraineball www.roundpeg.biz Facebook.com/roundpegindy

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