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Online Marketing Tactics


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Overview of online marketing tactics to deploy as part of your digital strategy

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Online Marketing Tactics

  1. 1. Online Marketing Introduction Workshop Keith Feighery: Digital Strategist
  2. 2. Overview <ul><li>Pay per Click Advertising </li></ul><ul><li>Affiliate Marketing </li></ul><ul><li>Analytics Tools </li></ul><ul><li>Search Engine Optimisation </li></ul><ul><li>Email Marketing </li></ul><ul><li>Social Media Campaigns </li></ul><ul><li>Identifying KPIs </li></ul>
  3. 3. <ul><li>Pay Per Click Advertising </li></ul>
  4. 4. Google Adwords
  5. 5. PPC Introduction <ul><li>Analyse your specific market </li></ul><ul><ul><li>Use Keyword Tools </li></ul></ul><ul><li>Analyse your online and offline competitors </li></ul><ul><ul><li>, Google keywords tool </li></ul></ul><ul><li>Create the PPC accounts </li></ul><ul><ul><li>Google, Bing, Yahoo </li></ul></ul><ul><li>Divide the main account into sub campaigns and Groups </li></ul><ul><ul><li>Enables highly targetted Ad Cam </li></ul></ul><ul><li>Create Longtail multi-word bids </li></ul><ul><ul><li>Over 60% searches use 3 or more words </li></ul></ul><ul><li>Set up a Conversion points and Track </li></ul><ul><li>Adjust constantly to ensure optimisation </li></ul>
  6. 6. PPC Tips <ul><li>Match your keywords to optimised and tested landing pages </li></ul><ul><li>What does Google's important &quot;Quality Score” mean </li></ul><ul><ul><li>Based on CTR, relevancy of keywords, ads and landing pages </li></ul></ul><ul><ul><li>High quality score means higher ranking with lower bid costs </li></ul></ul><ul><li>Tools and strategies to find the best PPC keywords </li></ul><ul><ul><li>Google Adwords </li></ul></ul><ul><ul><li>Keyword Spy </li></ul></ul><ul><ul><li>Wordze </li></ul></ul><ul><ul><li>WordTracker </li></ul></ul><ul><li>Write highly optimised and design ads to attract highly targeted clicks </li></ul><ul><ul><li>Make sure landing pages are relevant </li></ul></ul><ul><ul><li>Repeat bid keywords in copy (they are bolded and increase CTR) </li></ul></ul><ul><ul><li>Try out “Arrow” formation </li></ul></ul><ul><ul><li>Clear Calls to Action </li></ul></ul><ul><ul><li>Dynamic Keyword Insertion </li></ul></ul>
  7. 7. <ul><li>Affiliate Networks & Performance Based Marketing </li></ul>
  8. 8. Affiliate Networks/Performance Mktg
  9. 9. Mobile Payment and Ad Networks
  10. 10. <ul><li>Analytics </li></ul>
  11. 11. Google Analytics
  12. 12. <ul><li>Search Engine Optimisation </li></ul>
  13. 13. <ul><li>Some Key Factors </li></ul><ul><ul><li> </li></ul></ul>
  14. 14. Top 5 Ranking Factors <ul><li>Keyword Focused Anchor Text from External Links </li></ul><ul><ul><li>73% very high importance </li></ul></ul><ul><li>External Link Popularity (quantity/quality of links) </li></ul><ul><ul><li>71% very high importance </li></ul></ul><ul><li>Diversity of Link Sources (links from many unique root domains) </li></ul><ul><ul><li>67% very high importance </li></ul></ul><ul><li>Keyword Use Anywhere in the Title Tag </li></ul><ul><ul><li>66% very high importance </li></ul></ul><ul><li>Trustworthiness of the Domain Based on Link Distance from Trusted Domains </li></ul><ul><ul><li>66% very high importance </li></ul></ul>
  15. 15. Next 5 Important Factors <ul><li>Keyword Use in Internal Link Anchor Text on the Page </li></ul><ul><ul><li>47% moderate importance </li></ul></ul><ul><li>Keyword Use in External Link Anchor Text on the Page </li></ul><ul><ul><li>46% moderate importance </li></ul></ul><ul><li>Keyword Use as the First Word(s) in the H1 Tag </li></ul><ul><ul><li>45% moderate importance </li></ul></ul><ul><li>Keyword Use in the First 50-100 Words on the Page </li></ul><ul><ul><li>45% moderate importance </li></ul></ul><ul><li>Keyword Use in the Subdomain Name </li></ul><ul><ul><li>42% low importance </li></ul></ul><ul><li>Keyword Use in the Page Name URL </li></ul><ul><ul><li>38% low importance </li></ul></ul>
  16. 16. <ul><li>Social Media Campaigns </li></ul>
  17. 17. Elements of a social media campaign <ul><li>Essentials of a successful campaign </li></ul><ul><ul><li>Know your target audience </li></ul></ul><ul><ul><li>Plan goals and aims of campaign </li></ul></ul><ul><ul><li>Prepare internal organisation for impact of social media </li></ul></ul><ul><ul><li>Identify stakeholders and task them with ownership </li></ul></ul><ul><ul><li>Pick platforms and tools that relate to your identified audience </li></ul></ul><ul><ul><li>Implement a pilot programme and monitor and analyse campaign progress </li></ul></ul><ul><ul><li>Revise approach and campaign based on feedback </li></ul></ul><ul><ul><li>Roll-out on different platforms and business areas incrementally </li></ul></ul>
  18. 18. Implementing a social media campaign <ul><li>Benchmark existing stats </li></ul><ul><ul><li>Current site statistics - PPC and Organic Search </li></ul></ul><ul><ul><li>Twitter followers, Facebook fans, Digg Links, existing traffic etc.. </li></ul></ul><ul><ul><li>Quantify ROI benchmarks – customer acquisition, advertising spend per channel </li></ul></ul><ul><li>Design and develop the campaign </li></ul><ul><ul><li>Decide on channels </li></ul></ul><ul><ul><li>Stakeholders </li></ul></ul><ul><ul><li>Expectations </li></ul></ul><ul><ul><li>Pilots </li></ul></ul><ul><ul><li>Revision points </li></ul></ul><ul><ul><li>Monitoring process </li></ul></ul><ul><ul><li>Engagement process </li></ul></ul>
  19. 19. Metrics that can be measured <ul><li>Traffic </li></ul><ul><ul><li>Traffic volumes, PPC, Organic, sources, keywords, affiliates, time spent on site, bounce rates etc.. </li></ul></ul><ul><li>Levels of Interaction </li></ul><ul><ul><li>Comments etc… - engaged customers are quality customers </li></ul></ul><ul><li>Sales </li></ul><ul><ul><li>Targeted Landing pages for specific channels (Dell generated 1.5M sales on twitter in 18 months) </li></ul></ul><ul><li>Leads/Conversions </li></ul><ul><ul><li>If not possible to convert online – therefore create other mesaurable conversions </li></ul></ul><ul><li>Links </li></ul><ul><ul><li>Video links – Tagged: YouTube, Vimeo, </li></ul></ul><ul><ul><li>Blog Links – trackbacks, comments, direct references </li></ul></ul><ul><ul><li>Digg Links </li></ul></ul><ul><li>Brand Metrics </li></ul><ul><ul><li>Positive Brand Associations </li></ul></ul><ul><ul><li>Word of Mouth </li></ul></ul><ul><ul><li>Brand Awareness </li></ul></ul><ul><ul><li>Propensity to Buy </li></ul></ul><ul><ul><li>Brand Recall </li></ul></ul>
  20. 20. <ul><li>Email Marketing </li></ul>
  21. 21. Email Applications
  22. 22. Best Practices <ul><li>Integrate with CRM system </li></ul><ul><ul><li>Segment Database, Dynamic Conent, Defined API </li></ul></ul><ul><li>Optimise and Test Subject Lines </li></ul><ul><ul><li>Have to attract attention and get through SPAM blocks </li></ul></ul><ul><li>Deliverability </li></ul><ul><ul><li>Own IP Address,Set up SPF records </li></ul></ul><ul><li>Share with Social Network </li></ul><ul><ul><li>Make it easy to share email content with networks </li></ul></ul><ul><li>Clear Calls to Action </li></ul><ul><ul><li>Ensure clear to customer what next step is </li></ul></ul>
  23. 23. Best Practices <ul><li>Organic Opt-in List Growth </li></ul><ul><ul><li>Don’t buy lists – when people unsubscribe – ensure they are </li></ul></ul><ul><li>Frequency </li></ul><ul><ul><li>Think relevancy - Be cognisant of SPAM </li></ul></ul><ul><li>Constantly Test </li></ul><ul><ul><li>Test Content, Images, Subject Line, Address, Calls to actions, placements, layout </li></ul></ul><ul><li>Template Design </li></ul><ul><ul><li>Fresh brand centric design </li></ul></ul>
  24. 24. Lifecycle Messaging <ul><li>Lifecycle messaging </li></ul><ul><ul><li>Understand spend or action patterns of users </li></ul></ul><ul><ul><li>Address these with customised and personalised offers </li></ul></ul><ul><li>Reduce customer churn and increase repeat business and retentions </li></ul><ul><ul><li>Follow up segmented mails help convert recent prospects </li></ul></ul><ul><ul><li>Needs to be done fast – or else you lose intent </li></ul></ul><ul><li>Email Recommendations: </li></ul><ul><ul><li>Cheetah, E-Dialog – large Enterprise Solutions </li></ul></ul><ul><ul><li>Stormpost, Goolara or ExactTarget aWeber , Triggermail , GetResponse – Medium size Enterprises </li></ul></ul>
  25. 25. Newsletter Examples
  26. 26. Lifecycle Email Marketing <ul><li>Interested Prospects, Engaged Customers and Lapsed Customers </li></ul><ul><ul><li>Prospects, </li></ul></ul><ul><ul><ul><li>Optin for emails, visit your Web site, make an online purchase or visit a retail location. </li></ul></ul></ul><ul><ul><li>Engaged Customers </li></ul></ul><ul><ul><ul><li>maintain or increas e purchase levels, strengthen loyalty, encourag e recommendations to friends </li></ul></ul></ul><ul><ul><li>Lapsed Customers, </li></ul></ul><ul><ul><ul><li>gaining an understanding of their concerns, attempts to re-engage them , prevent them from switching allegiance to another compan </li></ul></ul></ul>
  27. 27. Elements of Email Campaign <ul><li>Campaign elements appropriate for Interested Recipients might include: </li></ul><ul><ul><li>Welcome messages </li></ul></ul><ul><ul><li>Lead warming activities </li></ul></ul><ul><ul><li>Promotions for first purchase </li></ul></ul><ul><li>Messaging elements to Engaged Customers can encompass: </li></ul><ul><ul><li>Renewal notices </li></ul></ul><ul><ul><li>Shopping cart abandon notices </li></ul></ul><ul><ul><li>Service alerts </li></ul></ul><ul><ul><li>Receipts </li></ul></ul><ul><ul><li>Reminders of upcoming events </li></ul></ul><ul><ul><li>Special promotions for top customers </li></ul></ul><ul><ul><li>Targeting based on Web site page visits </li></ul></ul><ul><li>Tactics to re-engage Lapsed Customers include: </li></ul><ul><ul><li>Sending surveys to identify reasons for lack of engagement </li></ul></ul><ul><ul><li>Offering incentives to re-visit the Web site </li></ul></ul><ul><ul><li>Delivering promotions to encourage purchases </li></ul></ul>
  28. 28. <ul><li>Online </li></ul><ul><li>Key Performance Indicators </li></ul>
  29. 29. Typical Trackable KPIs <ul><li>Unique Visits </li></ul><ul><li>Cost per click / Click Through Rates / CPM </li></ul><ul><li>Cost per Lead / Sale </li></ul><ul><li>Bounce rate </li></ul><ul><li>Returning visitors </li></ul><ul><li>Abandonment rate </li></ul><ul><li>Recency Rates </li></ul><ul><li>Average Revenue Per User </li></ul><ul><li>Average Revenue Per Paying User </li></ul>
  30. 30. Additional KPIs <ul><li>Conversion Rates and Costs </li></ul><ul><li>3 rd Party Links – Emails, Promotions, Affiliates </li></ul><ul><li>New account sign-ups </li></ul><ul><li>Article or press release views </li></ul><ul><li>Newsletter signups </li></ul><ul><li>Page views per session </li></ul><ul><li>No. of site specific downloads </li></ul>
  31. 31. <ul><li>Appendix </li></ul>
  32. 32. PPC and SEO Some Sites <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  33. 33. Google Global Firefox Plugin
  34. 34. Google Offline Adwords Editor Google Offline Adwords Editor and Manager