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Mastering internet marketing

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

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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Transcript

  • 1. MASTERING INTERNET MARKETING Lorraine Ball | Roundpeg
  • 2. A World Potential Customers
  • 3. Stages of the Purchase Cycle
  • 4. Stages of the Purchase Cycle
  • 5. Stages of the Purchase Cycle
  • 6. Your Website is the Center
  • 7. WHAT SHOULD YOU MEASURE? Visits | Views | Conversion
  • 8. VISITS If you build it, will the come?
  • 9. Metric: Sessions (Visits) • Objective: More visits than a year ago
  • 10. Metric: Visits • Where do visitors come from? Where Does Traffic Come From? Organic Search Direct Referral Social Email
  • 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. VIEWS (INTEREST) People come, now what?
  • 13. Metric: View • Objective: At least two pages per visit • Common mistakes – Too many choices – Slow load speed – Non-responsive design – Poor navigation
  • 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. Metric: Interest • What are people interested in – Most popular posts – Path – Do you have internal links
  • 16. Common Mistake: Interest • Common Mistakes – Old, thin or unoriginal content – Not treating your website as the center of your marketing
  • 17. Action: Create Clear Path
  • 18. Action: Create a Clear Path
  • 19. Conversion • Contacts and inquiries • Newsletter signups • Service requests
  • 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. $ 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. Internet Marketing Builds Relationships
  • 23. Conversion Program • Offer • Sign Up Form / Landing Page • Follow up Program
  • 24. Conversion: Offer
  • 25. Promote Offer • Newsletters • Social media • Print • Face to face • Wherever your customers are
  • 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. 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. Conversion: Trade for Email
  • 29. Conversion: Sell the Offer with a Landing Page
  • 30. Follow up with Email • Drip Campaigns • Newsletters
  • 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. Questions? Ask me about our weekly seminars Ask about a free trial of Constant Contact
  • 33. Stay in Touch Lorraine Ball. lorraine@roundpeg.biz | @lorraineball www.roundpeg.biz Facebook.com/roundpegindy