Online marketing presentation


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Online marketing presentation

  1. 1. Online Marketing Strategies Andrew Smith - Webmaster April 2012
  2. 2. Online Marketing Strategies What?  What is Online Marketing?  What is Analytical data? Why?  What are our objectives?  How do we get started? What now?  Measure success  Refine the strategy2
  3. 3. Online Marketing Fundamentals  Online marketing is 24/7 and worldwide  Quality traffic rather than quantity  Need a combination of tools to achieve results  the more touch points = more chance of to make the conversion3
  4. 4. Online Marketing Fundamentals  Website  Support all other online marketing activity  Showcase of your business - first impression  Transaction machine - convert to sales leads  Need to be able to track the visitors activities  Optimised for Search Engines (SEO)  Content Marketing  Blogs, online publications, announcements, email newsletter  Needs to be informative and editorial based  Do not over promote - write to empower users  Customised to the target market  Create great content that people can easily find and share4
  5. 5. Online Marketing Fundamentals  Search Engine Marketing (SEM)  Search Engine Optimization (SEO) = Google algorithm  Architecture, content, linking, broad key phrases  Local business listings  Paid results – sponsored search engine links  Social Media  Drive traffic to your website and build brand awareness  Video, podcast, blog, news and bookmark service, social networking  Social testimonials can help improve credibility  Who will manage and what are our policies?  Needs to be conversational - driven with a human voice5
  6. 6. Online Marketing Fundamentals  Email Marketing  Very low cost and High ROI  Must have permission to send email  Use a Good Email Marketing Provider  Use online sign up forms to build list  Email should invite action and decision making  Effective from and subject lines  Social media and Mobile devices  Rock solid HTML for email6
  7. 7. Analytical Data  Get traffic and provide calls to action  Segment the results rather than use averages  smaller percent of audience may have higher conversion rate  Consider external events, geography and date  Direct traffic may be from offline campaign  compare same month of previous year  keyword may differ with geography  Where do they enter and exit the site?  What platform do they use?  Can we track the conversion?  Keyword can help determine the user intent  Where are the bottlenecks in the sales funnel?7
  8. 8. Scenario Report8
  9. 9. Identify Marketing Objectives  What are the goals within each business unit?  What are the products and services we want to promote?  What data do we already have?  Who is our Audience?  What is their motivation, online behaviour and pain points?  What information are they looking for?  Where are they and how do we get in front of them?9
  10. 10. How to get started  Decide on the Online Marketing Tools combination  email + SEO + landing pages + website content  Develop dashboard / Template for each unique report  Decide on how we will measure success  increased conversions and sales leads?  Put this data into the hands of decision makers  Recommend action for improvement  Refine campaign – colours, call to action placement, message10
  11. 11. Brainstorming Session  What are our Marketing objectives?  Who is our Target Audience? Where are they?  What Online Marketing Tools should we use?  Who are the decision makers?  How do we communicate with the business?11