Online marketing tactics for websites

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Presentation for Podcamp Halifax in Jan 2009 (Nova Scotia, Canada)

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Online marketing tactics for websites

  1. 1. Online Marketing Tactics 25 January 2009
  2. 2. <ul><li>Overview </li></ul><ul><li>SEO </li></ul><ul><li>SEM </li></ul><ul><li>Email Marketing </li></ul><ul><li>Social Shopping </li></ul><ul><li>Social Marketing </li></ul><ul><li>Community </li></ul>25 January 2009
  3. 3. 1 . Online Marketing Overview 25 January 2009
  4. 4. 2 . SEO – Search Engine Optimization <ul><li>Goal: increase website traffic </li></ul><ul><li>Goal: improve CPC positioning </li></ul><ul><li>Keywords are key </li></ul><ul><li>Landing Pages </li></ul><ul><li>Page Titles, Meta Tags </li></ul><ul><li>Link building </li></ul><ul><li>H1 Tags </li></ul><ul><li>Sitemap </li></ul><ul><li>Search Engine Registration </li></ul><ul><li>KPI: traffic from search engines, UV, conversions </li></ul>25 January 2009 https://adwords.google.com/select/KeywordToolExternal
  5. 5. 3 . SEM – Search Engine Marketing <ul><li>Goal: improve traffic </li></ul><ul><li>Goal: improve measurable conversions </li></ul><ul><li>Keywords are key </li></ul><ul><li>Landing Pages </li></ul><ul><li>Link building </li></ul><ul><li>KPI: traffic from search engines, UV, conversions </li></ul>25 January 2009 https://adwords.google.com/select/KeywordToolExternal
  6. 6. 4 . Email Marketing <ul><li>Goal: increase returning visitors </li></ul><ul><li>Goal: build customer database </li></ul><ul><li>Segmentation </li></ul><ul><li>Frequency </li></ul><ul><li>DB growth strategy </li></ul><ul><li>KPI: number of subscribers, number of opened emails, number of clickthroughs </li></ul>25 January 2009
  7. 7. http://directmag.com/email/1014-email-roi-dma/ 25 January 2009 4 . Email Marketing Still the highest performing ROI 2008 Direct Marketing Association (DMA) study found that email's ROI in 2008 was $45.06 for every dollar spent on it. This compares to $48.34 last year, and a projected $43.52 in 2009, according to the annual study.
  8. 8. 5 . Banner advertising <ul><li>Goal: increase traffic </li></ul><ul><li>Ad networks </li></ul><ul><li>Niche websites </li></ul><ul><li>KPI: traffic from referrers </li></ul>25 January 2009
  9. 9. 6 . Social Marketing <ul><li>Goal: increase traffic </li></ul><ul><li>Goal: be part of the conversation </li></ul><ul><li>Goal: follow the trends and be found </li></ul><ul><li>Social Networks (Blogs, Facebook, MySpace etc.) </li></ul><ul><li>KPI: traffic from referrers </li></ul>25 January 2009
  10. 10. 7 . Community <ul><li>Goal: increase returning visitors </li></ul><ul><li>Goal: give a voice to your customers on your website </li></ul><ul><li>Newsletters </li></ul><ul><li>Forums </li></ul><ul><li>Blog </li></ul><ul><li>KPI: returning visitors to website, number of posts, posts by visitors </li></ul>25 January 2009
  11. 11. 8 . Social Shopping <ul><li>Goal: be customer friendly </li></ul><ul><li>Goal: give means for customers to compare </li></ul><ul><li>Goal: increase creation of online accounts (profile data collection) </li></ul><ul><li>Website improvements </li></ul><ul><li>Community </li></ul><ul><li>Blog </li></ul><ul><li>KPI: number of ratings, number of reviews, number of created accounts </li></ul>25 January 2009
  12. 12. 25 January 2009 Stéphane Lagrange www. web target .ca info @ web target .ca
  13. 13. Thank You Merci Grazie Gracias Obrigado Danke Japanese French Russian German Italian Spanish Brazilian Portuguese Arabic Traditional Chinese Simplified Chinese Hindi Tamil Thai Korean Shalom 25 January 2009
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