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Online Marketing Presentation


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Online Marketing Strategies presentation for the 2009 Canadian RV and Camping Convention in Victoria, BC.

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Online Marketing Presentation

  1. 1. Online Marketing Strategies
  2. 2. About Me <ul><li>I run a web development firm in Vancouver called El Chango Media. </li></ul><ul><li>Formerly worked for Tourism BC on HelloBC and with their marketing team. </li></ul><ul><li>I run a Vancouver and Southwestern BC Hiking website called Vancouver Trails ( </li></ul>Online Marketing Strategies
  3. 3. Website Content Online Marketing Strategies
  4. 4. Content is King! <ul><li>Whether you are building a new website or thinking of improving your existing website, focus on developing the content for your visitors. </li></ul><ul><li>Do not get caught up in the graphic design. Web users are looking for information, not animations. </li></ul><ul><li>The Value of having lots of content: </li></ul><ul><li>It keeps visitors coming back to your website. </li></ul><ul><li>People can find your site through Search Engines from your keyword rich content. </li></ul><ul><li>Content on your website could be unique information. </li></ul>Online Marketing Strategies
  5. 5. Creating Content on Your Website <ul><li>Some examples of Content: </li></ul><ul><li>Make sure to have unique pages for each of your products and services. </li></ul><ul><li>Share the experience with the reader. </li></ul><ul><li>Ask for feedback and share feedback with readers. </li></ul><ul><li>Look for other opportunity pages (ie. add a FAQ page, a local event, etc.). </li></ul><ul><li>Introducing some content in another language might be useful for your audience. </li></ul><ul><li>Some Additional Tips: </li></ul><ul><li>Make sure grammar and spelling is correct. </li></ul><ul><li>Update content regularly, particularly on the homepage. </li></ul><ul><li>Do not duplicate content or plagiarize. </li></ul>Online Marketing Strategies
  6. 6. Tracking Your Website Results Online Marketing Strategies
  7. 7. Website Analytics <ul><li>Website Analytics: </li></ul><ul><li>Can provide insight into your site’s audience. </li></ul><ul><li>Can help you make decisions on what enhancements to make to your website. </li></ul><ul><li>Are a valuable way of tracking your online marketing initiatives. </li></ul><ul><li>Will show you trends when tracked over time (ie. Year to year). </li></ul>Online Marketing Strategies
  8. 8. Tracking Website Results with Google Analytics <ul><li>Some examples of information Google Analytics can provide: </li></ul><ul><li>Number of visitors </li></ul><ul><li>Number of Page Views </li></ul><ul><li>What Countries Visitors are in </li></ul><ul><li>What Pages are most viewed </li></ul><ul><li>What websites visitors come from </li></ul><ul><li>What Search Engines visitors use to reach your site </li></ul><ul><li>What keywords visitors type into the search engines to reach your site </li></ul>Online Marketing Strategies
  9. 9. Track All Your Visitors and Changes <ul><li>Use Google Analytics to track your statistics on your website monthly. </li></ul><ul><li>After implementing a change to your website, looking for changes in trends. It might not be immediately but take 6 months to see any sign of an increase. </li></ul><ul><li>Set Goals and revisit these goals over time. </li></ul><ul><li>Track all incoming links and set up unique URLs to track for various ad campaigns.  </li></ul>Online Marketing Strategies
  10. 10. Marketing Strategies for your Website Online Marketing Strategies
  11. 11. Search Engine Optimization (SEO) <ul><li>The importance of Search Engines: </li></ul><ul><li>On average, more than 60% of website traffic comes from Search Engines </li></ul><ul><li>Your website should: </li></ul><ul><li>be properly indexed on Google </li></ul><ul><li>contain Keywords in the Page Titles and throughout the Content </li></ul><ul><li>Have Meta tags on ALL pages </li></ul><ul><li>Have a user friendly URL structure (ie. ) </li></ul><ul><li>All images and photos should be tagged with ALT tag descriptions. </li></ul><ul><li>Not include functions that impede search engines (ie. A website entirely in Flash) </li></ul>Online Marketing Strategies
  12. 12. Link Exchanges <ul><li>Google views a link to your website as a vote. </li></ul><ul><li>The more ‘votes’ your website has for particular keywords, the better the ranking in Google. </li></ul><ul><li>Exchange links with relevant websites (ie. Partners, Industry sites, related Forums, etc.) </li></ul><ul><li>Try to get articles written about your product or services on related Blogs. </li></ul><ul><li>Articles in local newspapers, which then get featured on their online version. </li></ul>Online Marketing Strategies
  13. 13. Traditional Print Media / PR <ul><li>Make sure your website address is on all your marketing materials (ie. Business cards, brochures, etc.) </li></ul><ul><li>Reconsider if you are using Yellowpage ads, billboards, bus stop ads, etc. </li></ul><ul><ul><li>More people are searching for information online. </li></ul></ul><ul><ul><li>Spending money on online marketing or keywords generally provides a higher ROI. </li></ul></ul><ul><li>Send out Press Releases to newspapers, magazines, websites, etc. announcing a new product or service. </li></ul><ul><li>The benefits of PR include: </li></ul><ul><ul><li>Gaining additional links to your website. </li></ul></ul><ul><ul><li>Drives people to your website either through links or search engines. </li></ul></ul>Online Marketing Strategies
  14. 14. Search Engine Marketing (SEM) <ul><li>Paying for keyword ads on search engines such as Google, Bing, or Yahoo. </li></ul><ul><li>Benefits of running SEM Campaigns: </li></ul><ul><li>The ads are highly targeted and only show on related pages associated with the keywords you choose. </li></ul><ul><li>Cost effective. Usually you pay on a Cost per Click scheme. </li></ul><ul><li>Easy to measure the results (ie. CPC, Click Thru Rate, etc). </li></ul><ul><li>Quick to implement. </li></ul><ul><li>Note: SEM should only be implemented after SEO to further capture the paid ad market. </li></ul>Online Marketing Strategies
  15. 15. Web Banner Ads <ul><li>Use these ads selectively and track which are successful and which are not. </li></ul><ul><li>The Downside to Banner Ads: </li></ul><ul><li>They are often expensive and do not have a high click through rate. </li></ul><ul><li>Web users have become accustom to visual </li></ul><ul><li>Money is better spent with Text and Keyword Ads. </li></ul>Online Marketing Strategies
  16. 16. Blogging <ul><li>Blogging is great for creating incoming links to your website. </li></ul><ul><li>Incoming links will be within relevant content. </li></ul><ul><li>A couple of options to start blogging: </li></ul><ul><li>Start your own blog within your site or use a free online service like Wordpress or Blogger. </li></ul><ul><li>Contribute to an industry blog as a writer. </li></ul>Online Marketing Strategies
  17. 17. Email Marketing <ul><li>Still relevant. </li></ul><ul><li>Collect emails on website through opt-in functions. </li></ul><ul><li>Use a service such as Constant Contact or Mail Chimp. </li></ul><ul><ul><li>They provide tools for managing your lists. </li></ul></ul><ul><ul><li>They provide unsubscribe functionality. </li></ul></ul><ul><ul><li>They meet strict spamming conventions. </li></ul></ul><ul><ul><li>They providing statistics on opened emails, bounced emails, etc. </li></ul></ul>Online Marketing Strategies
  18. 18. Social Media <ul><li>Social Media can help spread the word about your product or service virally. </li></ul><ul><li>Make sure to spend the ‘appropriate time’ with such services and track your results. </li></ul><ul><li>Some examples of Social Media: </li></ul><ul><li>Facebook – Create a Fan Page in Facebook. </li></ul><ul><li>Twitter – Short updates called Tweets </li></ul><ul><li>Youtube – More people are using videos for trip planning.. </li></ul><ul><li>Flickr – Community for photo sharing. </li></ul>Online Marketing Strategies
  19. 19. What Works For You? <ul><li>Implement in phases. </li></ul><ul><li>Give adequate time after implementation to track changes. </li></ul><ul><li>If a strategy is working, look at avenues to further develop that strategy. </li></ul><ul><li>If a strategy is not working, change course. </li></ul>Online Marketing Strategies