Online Marketing - understanding the basics


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Understanding Inbound Marketing, Building and Structuring your web site and some basic SEO tips

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  • catalyst colleagues and thanks to the organisers for giving me for opportunity of speaking to you this evening.Fota House Like to share some insights and hopefully give you a few tips to help with your online marketing.
  • Facebook attracts 734.2 million unique visitors a month and half of TV viewers Tweet about TV shows, Pinterest is gaining ground…. and the list goes on.Choosing Networks If your colleagues are on LinkedIn but your potential clients are on Twitter, then stick to those sites. If your business has a strong following on Facebook, then focus on engaging your fans there.
  • GoalsDo you want to provide information, promote a service, sell a product, etc.Most focus on making money or share information.Target:picture the ideal person, your ‘Buyer Personas’ who you want to visit your web site ContentAre they looking for specific information, a particular product or service, what?
  • Creating AwarenessDeveloping RelationshipsEstablishing CredibilityWinning New Business
  • RSS Rich Site Summary a format for delivering regularly changing web content. Documents - (usually PDFs) ContentAre they looking for specific information, a particular product or service, what?
  • In order to get found by prospective customers, you need to have content that attracts them
  • In order to get found by prospective customers, you need to have content that attracts themWe have talked briefly about social media, web site builds, blogging and what to blog about which leaves us with SEO and about 2 minutes!
  • To see you
  • Key words – for example, for Fota House is would be something like historic house, regency house, visitor attraction Cork
  • To see you
  • Key word phrases are called Longtails
  • Online Marketing - understanding the basics

    1. 1. INBOUND MARKETING‘Telling your story to sell your brand online’Margot
    2. 2. Outbound = OfflineFinding Customers through ‘Interruption Marketing’Direct Mail, cold-calling, TV, advertising, brochures, trade shows, etc. ‘Buying people’s interest in what you are selling’Inbound = OnlineCustomers Finding You through good online contentWeb, SEO, Blogs, Social Media, etc. ‘Earning people’s interest instead of buying it’
    3. 3. Attracting customers with a marketing magnet SEO Social Media Blogs Key words Good Content
    4. 4. How to Get Found: Create a keyword strategy Optimize your website Create a blog Develop marketing offers Promote offers through social media Convert website traffic into leads Follow up on leads with targeted messages Optimize your marketing for mobile viewingNB60% of internet users now use their smart phones to check the web -by 2014 this will overtake desktop usage.
    5. 5.  Explain more about social media? Is my web site ok? Is Blogging that important? What should I ‘talk’ about? I don’t understand SEO
    6. 6. Understand your target audience, your goals and anticipated time commitmentChoose the networks that fit into the above and forget about the rest.Understand social media etiquette:* Frequency and consistency are the keys to social media success* Do not over-commit* Do not over-share* Be social, not selfish* Follow the rules (they all have them!)* Do not be a spammer* Make smart connections* Give credit where credit is due* Keep it PG and PC* Be patient
    7. 7. If you have a web site, ask yourself these questions: Is my website attractive and engaging? Does my website have a strong call to action or message? Is the content structured in an easy to understand format? Is the website navigation easy? Is my website linked to my Social Media networks Do I have a blog? Can visitors easily contact me or find my location? Check your site’s marketing capabilities by running analytic tools: or Perhaps you DO need a new web site and if you don’t have a web site - you should ! .
    8. 8. Plan each page as if it was a web site in its own right, with clearly defined headings, graphics and calls to actionConsider the following:PurposeWhat is the purpose of the site? What do you hope to accomplish by building this website?Target AudienceWho are the specific group of people you need to target?TechnologyWhat technical features do you need? CMS and Shopping Carts, etc.ContentWhat kind of information will the target audience be looking foron your site?Remember that Content is King!
    9. 9. Start with Content and Structure – not design
    10. 10.  Write your first draft Cut it in half Cut it in half again Add bullets or numbered lists where possibleContent is Not Just Text ! Images Documents Audio (i.e. Audioboo) Video (i.e. embedded from YouTube) Blog and RSS feeds (Twitter/Facebook stream) .
    11. 11.  Family members or friends building your site Dodgy developers – Pick a project developer by reputation and check their referees ! Ignore your own preferences Focus on the users and goals If you pay peanuts you may get monkeys! Be wary of FlashAbove all be flexible, be braveand think outside the box!
    12. 12. Your blog is the home of magnetic content Inbound marketing starts with blogging A blog is the best way to attract new visitors to your website Companies that blog get 55% more leads than those who dont A blog is a perfect medium for delivering regularly changing web content to your web site
    13. 13. What to talk about? Products and services News & Promotions Successes and innovations Satisfied customers Happy employees Future plansThe Result: Creates Awareness Develops Relationships Establishes Credibility Wins New Business
    14. 14. Search Engine Optimisation – the basicsWeb Search Engines: They create listing by crawling the web – called spiders, algorithm, bot, etc. They Read text – not images They index, calculate, merit relevancy and retrieveSearch engines find you through your key wordsKey words are used in your source code as well as your sitecontent
    15. 15. Key words, Meta Data, Tags?Your “key words” are the words that you are optimizingyour site forYour "meta-tags" are the words thatyou put inside your sites pagesHelp in sourcing your Keywords canbe found:http://marketsamurai.com
    16. 16. What is the Source code?Right-click your mouse on any web page and you will see
    17. 17. Your meta data includesYour Page TitleYour Page descriptionYour Keywords
    18. 18. Your meta dataPage Titles Write your title for your visitors Keep it under 66 characters Use your primary keywords & keyword phrasesYour Page description Write your description for you visitors Use 20 – 25 words or 255 characters Utilise your top 2 keywords Create a different description for every pageAbove all – keep it real!
    19. 19. The end brings us to the beginning!….and brings us to the end ofour whistle stop tour onInbound marketing!