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Digital marketing-fundamentals

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Digital marketing-fundamentals

  1. 1. InC <ul><li>How to attract visitors to your website </li></ul><ul><li>and make them buy your products! </li></ul><ul><li>Øyvind Henriksen, InCreo </li></ul>
  2. 2. Introduction <ul><li>Digital marketing fundamentals </li></ul><ul><li>Digital marketing concepts </li></ul><ul><li>Attracting visitors to your website </li></ul><ul><li>Helping your visitors fulfill your goals </li></ul><ul><li>A few case stories </li></ul><ul><li>Note: You can download this presentation </li></ul><ul><li>at http://increo.co.uk   </li></ul>0
  3. 3. Introduction <ul><li>About Øyvind Henriksen </li></ul><ul><li>Worked at InCreo for 10 years </li></ul><ul><li>Created about 70 websites </li></ul><ul><li>Awarded for e-commerce and business websites </li></ul><ul><li>About InCreo: </li></ul><ul><li>Established in 1997, 20 employees today </li></ul><ul><li>Web expertise and technical solutions </li></ul><ul><li>Launching in London 1. August 2010 </li></ul><ul><li>Currently hunting for a UK partner </li></ul>0
  4. 4. Digital marketing concepts <ul><li>Digital marketing </li></ul><ul><li>concepts </li></ul>0
  5. 5. Digital marketing concepts <ul><li>Goals </li></ul><ul><li>Your website needs a reason to live! </li></ul><ul><li>Align them with business goals </li></ul><ul><li>Quantitative vs. qualitative goals </li></ul>0
  6. 6. Digital marketing concepts <ul><li>Example goals: </li></ul><ul><li>Sales </li></ul><ul><li>Leads </li></ul><ul><li>Ad revenue </li></ul><ul><li>Signups </li></ul><ul><li>Downloads </li></ul><ul><li>New subscribers </li></ul><ul><li>Referrals </li></ul>0
  7. 7. Digital marketing concepts <ul><li>Conversion </li></ul><ul><li>Conversion: When a visitor fulfills the marketer's goal. </li></ul><ul><li>Conversion rate: Percentage of visitors who convert </li></ul>0
  8. 8. Digital marketing concepts <ul><li>Measuring digital marketing </li></ul><ul><li>Many goals can be measured by Google Analytics </li></ul><ul><li>Set up &quot;thank you&quot;-pages for every goal </li></ul><ul><li>Set targets, for example 10 or 100 leads pr month </li></ul><ul><li>Monitor performance regularly </li></ul>0
  9. 9. Digital marketing concepts <ul><li>Website success = </li></ul><ul><li>Visitors × Conversion × Loyalty </li></ul>0
  10. 10. Attracting visitors to your website <ul><li>Attracting visitors </li></ul><ul><li>to your website </li></ul>
  11. 11. Attracting visitors to your website <ul><li>Traffic </li></ul><ul><li>Number of visitors to your site </li></ul><ul><li>High vs. low quality traffic </li></ul><ul><li>Remember the server/bandwidth costs! </li></ul>
  12. 12. Attracting visitors to your website <ul><li>Some traffic sources: </li></ul><ul><li>Search Engine Optimization (SEO) </li></ul><ul><li>Search Engine Marketing (SEM) </li></ul><ul><li>Links from other websites </li></ul><ul><li>Social Media </li></ul><ul><li>Newsletters and subscriptions </li></ul><ul><li>Banner ads </li></ul><ul><li>Offline Marketing </li></ul>
  13. 13. Attracting visitors to your website <ul><li>Different resources required </li></ul><ul><li>SEM requires money </li></ul><ul><li>Social Media requires man-hours and time </li></ul><ul><li>SEO requires good content and solid technical architecture </li></ul>
  14. 14. Attracting visitors to your website <ul><li>SEO: Search Engine Optimization </li></ul><ul><li>Ensure that the site gets listed </li></ul><ul><li>Make the site rank well </li></ul><ul><li>Research which words to target before you start! </li></ul>
  15. 15. Attracting visitors to your website <ul><li>Click rate by search engine position </li></ul><ul><li>The difference between the first positions are huge, so get those top spots! </li></ul>
  16. 16. Attracting visitors to your website <ul><li>Search Engine Marketing </li></ul><ul><li>Example: Google Adwords </li></ul><ul><li>Very easy way to get relevant traffic </li></ul><ul><li>Easy way to burn a lot of money </li></ul><ul><li>Do these first: </li></ul><ul><ul><li>Keyword research </li></ul></ul><ul><ul><li>Set up goals in Google Analytics </li></ul></ul>
  17. 17. Attracting visitors to your website <ul><li>Newsletters and subscriptions </li></ul><ul><li>Direct access to your users </li></ul><ul><li>Builds customer loyalty </li></ul><ul><li>Several types, some examples: </li></ul><ul><ul><li>E-mail </li></ul></ul><ul><ul><li>RSS Subscribers </li></ul></ul><ul><ul><li>Twitter followers </li></ul></ul><ul><ul><li>Facebook fans </li></ul></ul>
  18. 18. Attracting visitors to your website <ul><li>Social/organic marketing – why it’s a good idea </li></ul><ul><li>Required to succeed: </li></ul><ul><li>Many man-hours </li></ul><ul><li>Consistent effort over time </li></ul><ul><li>The right people </li></ul><ul><li>Benefits: </li></ul><ul><li>More traffic and subscribers </li></ul><ul><li>Inbound links gives a SEO boost </li></ul><ul><li>Ambassadors in the community </li></ul><ul><li>Get to know your customers even better </li></ul>
  19. 19. Attracting visitors to your website <ul><li>Social/organic marketing – how to do it </li></ul><ul><li>Create &quot;link-worthy&quot; content </li></ul><ul><li>Consistent topic </li></ul><ul><li>Consistent high quality </li></ul><ul><li>Consistent frequency </li></ul><ul><li>Participate in the community </li></ul><ul><li>Social media </li></ul><ul><li>Blog comments </li></ul><ul><li>Forums </li></ul>
  20. 20. Helping your visitors fulfill your goals <ul><li>Helping your visitors </li></ul><ul><li>fulfill your goals </li></ul>
  21. 21. Helping your visitors fulfill your goals <ul><li>Call to Action (CTA) </li></ul><ul><li>The vital connection between content and goals </li></ul><ul><li>Usually a button, link or similar </li></ul><ul><li>Tells the visitor how you want him to proceed </li></ul><ul><li>Leads the way from landing page to conversion page </li></ul><ul><li>Examples: &quot;Buy&quot;, &quot;Try now&quot;, &quot;Download&quot;, &quot;Subscribe&quot; </li></ul>
  22. 22. Helping your visitors fulfill your goals <ul><li>Conversion Rates </li></ul><ul><li>Amount of people proceeding the way you want </li></ul><ul><li>Conversion funnels </li></ul><ul><li>Just as important to optimize as traffic </li></ul>
  23. 23. Helping your visitors fulfill your goals <ul><li>3 factors that influence conversion rates </li></ul><ul><li>Friction (this form is too difficult) </li></ul><ul><li>Anxiety (these guys will spam my e-mail) </li></ul><ul><li>Trust (I don't believe this) </li></ul>
  24. 24. <ul><li>A few case stories </li></ul>
  25. 25. A few case stories <ul><li>Crestock.com (stock photos) </li></ul><ul><li>Marketing efforts: </li></ul><ul><li>Annual Photoshop and Photo contest </li></ul><ul><li>Viral marketing campaigns </li></ul><ul><li>Focus on organic SEO </li></ul><ul><li>Results: </li></ul><ul><li>Sales: 92% increase </li></ul><ul><li>New images posted: 63% increase </li></ul><ul><li>Downloads: 116% increase </li></ul>
  26. 26. A few case stories <ul><li>Oslo Sportslager (sports equipment) </li></ul><ul><li>oslosportslager.no </li></ul><ul><li>Marketing efforts: </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>E-mail newsletters </li></ul><ul><li>Offline advertising </li></ul><ul><li>Results: </li></ul><ul><li>40% of all visits now comes from Google.com </li></ul><ul><li>Total sales increased by 38% in one year </li></ul><ul><li>Awarded Best E-commerce website, 2009 </li></ul>
  27. 27. A few case stories <ul><li>Moods of Norway </li></ul><ul><li>store.moodsofnorway.com </li></ul><ul><li>Marketing efforts: </li></ul><ul><li>Viral activities </li></ul><ul><li>Social Media </li></ul><ul><li>Focused on Facebook </li></ul><ul><li>Results: </li></ul><ul><li>Traffic from Facebook provides 20% of total sales </li></ul><ul><li>Free shipping promotion on Facebook gave an ”all time high” on traffic and conversion rates </li></ul>
  28. 28. Thanks for listening <ul><li>Visit us at our stand: E109D </li></ul><ul><li>Follow InCreo UK: </li></ul><ul><li>facebook.com/increoUK </li></ul><ul><li>twitter.com/increoUK </li></ul><ul><li>youtube.com/increoUK </li></ul><ul><li>E-mail: [email_address] </li></ul><ul><li>Download this presentation here: </li></ul><ul><li>http://increo.co.uk/ </li></ul>We will be launching our services in the UK in August 2010, and we are hunting for an ambitious UK based client or partner. We provide web expertise and technical solutions. Please contact us for more information.

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