Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Online marketing 101

695 views

Published on

An Introduction to online marketing concepts and theories

  • Be the first to comment

  • Be the first to like this

Online marketing 101

  1. 1. Young Women Social Entrepreneurs – Los Angeles<br />Online marketing 101<br />
  2. 2. Zen Goddess<br />
  3. 3. Charlene Iniguez<br />7 years online marketing experience<br />My work in a nutshell:<br />Goal Oriented<br />Measurable<br />Efficient<br />Director of Monetization & Analytics, Perfect Market<br />
  4. 4. Charlene Iniguez<br />@charleneiniguez<br />charleneiniguez<br />charlene@perfectmarket.com<br />
  5. 5. ONLINE MARKETING<br />Marketing of products and services over the internet<br />Which component works for your business?<br />@charleneiniguez<br />
  6. 6. @charleneiniguez<br />WHAT PART OF THE MARKETING FUNNEL DO YOU NEED TO TOUCH?<br />
  7. 7. @charleneiniguez<br />AWARENESS<br />Who are you? Why should I care?<br />Friends and family<br />Writer / News Reporter / Blogger / Celebrity<br />Best achieved through<br />Social Media <br />Online PR<br />Video<br />
  8. 8. @charleneiniguez<br />CONSIDERATION<br />Is it the best choice for me?<br />Friends and family<br />Review Site / Crowd Source<br />Research<br />Best achieved through<br />Organic / Paid Search<br />Social Media<br />
  9. 9. @charleneiniguez<br />CONSIDERATION<br />
  10. 10. @charleneiniguez<br />CONVERSION<br />I am ready to pay!<br />Ease of purchase<br />Site Security<br />Payment Options<br />Best achieved through<br />Organic / Paid Search<br />Analytics<br />Conversion Testing<br />Site Performance<br />
  11. 11. @charleneiniguez<br />Bad shopping cart<br />http://www.home-and-bedroom.com/<br />
  12. 12. @charleneiniguez<br />LOYALTY<br />I always buy from ____ because<br />Trust<br />Reminders<br />Best achieved through<br />Analytics & Research<br />Email<br />
  13. 13. @charleneiniguez<br />ADVOCACY<br />I recommend ____ because <br />Trust<br />Self-motivated<br />Referral rewards<br />Point / Prize Rewards<br />Best achieved through<br />Social Media<br />E-mail<br />
  14. 14. @charleneiniguez<br />WHAT PART OF THE MARKETING FUNNEL DO YOU NEED TO TOUCH?<br />
  15. 15. @charleneiniguez<br />MEASURE! MEASURE! MEASURE!<br />Google Analytics: http://www.google.com/analytics/<br />Website Optimizer: www.google.com/websiteoptimize<br />“If you don't know where you are going, any road will take you there. And you'll be miserable.”<br /> - AvinashKaushik<br />
  16. 16. @charleneiniguez<br />MAIN COMPONENTS<br />Search Engine Marketing<br />Search Engine Optimization<br />Paid Search<br />Social Media<br />
  17. 17. @charleneiniguez<br />Search ENGINE MARKETING<br />Google is still king<br />http://www.hitwise.com/us/datacenter/main/dashboard-23984.html<br />
  18. 18. @charleneiniguez<br />SEO vs. PPC?<br />Search Engine Optimization / Organic Rankings<br />Long-term<br />Irregular traffic<br />Caffeine – June 8, 2010<br />Panda USA – Feb 24, 2011 (USA)<br />Paid Search<br />Quick<br />Targeted (geographic location, time, website, interest)<br />Return on Investment<br />
  19. 19. STEP 1: KEYWORD RESEARCH<br />AdWords<br />Keyword Tool<br />Traffic Estimator<br />MSFT AD Intelligence<br />Search Trends Over Time<br />Google Trends / Insights<br />Yahoo Clues<br />WordTracker<br />Trellian<br />Hitwise<br />@charleneiniguez<br />
  20. 20. @charleneiniguez<br />COMPANY PROFILE<br />Christine Chang Photography<br />Destination Wedding Photographer<br />Los Angeles<br />San Francisco<br />www.christinechangphoto.com<br />Marketing Funnel?<br />Consideration<br />Why should people choose her over others?<br />Photographer Industry is competitive<br />
  21. 21. @charleneiniguez<br />KEYWORD RESEARCH<br />Wedding photographer/s<br />Wedding photography<br />Headshots<br />Los Angeles / San Francisco<br />
  22. 22. @charleneiniguez<br />KEYWORD TRENDS<br />January and June are peak months<br />
  23. 23. Headshots is only big in Los Angeles<br />@charleneiniguez<br />KEYWORD TRENDS<br />
  24. 24. @charleneiniguez<br />SEO BASICS<br />Build a great website<br />Have web analytics in place as a start<br />Become a student of SEO<br />Include a site map page<br />Make SEO Friendly URLs<br />Do keyword research at the start of the project<br />Use a unique and relevant title and meta description in every page<br />Write good relevant content<br />Build links intelligently<br />Use Press Release wisely<br />

×